The age of consumerism has accentuated the need for business organizations to ensure distinction between products and services so as to emerge successful in the competitive and turbulent business market. A section would also be devoted towards analysing the ethical aspects in marketing communication. Thereafter a primary study would also be conducted to analyse the consumer behaviour of the target market audience so as to finally conclude the study and suggest a set of plausible recommendations for the company so as to ensure sustainable competitive advantage in the lucrative Chinese consumer market.
The era of globalisation has opened up a plethora of opportunities for business organizations. The emergence of new markets like Russia and China has opened up opportunities in a market where the traditional markets like Europe and USA are getting saturated beyond limits. However in order to make a successful international expansion it is very necessary to have a well knit business plan so as to effectively capture the market. Marketing communication plays a very significant role in this regard. This is because of the fact that marketing communications are the only source where the company conveys its intended message to the target market audience. In case of new markets this assumes even more significance as the positioning and image of the brand is largely developed as a result of marketing communication strategy used by the company. The present study would analyse the integrated marketing communication strategy for Apple for its proposed expansion into the Chinese market. The choice of the organization and the market assumes significance considering the fact that Apple is one of the most dominant brands and China is the fastest growing market in the world. Market and Literature Review Apple is one of the most repute brands and has been constantly rated among the top brands by leading agencies like Forbes and Fortune (Forbes, 2011). The company’s USP in the market is focussed on its innovative abilities to design new products. The company heavily relies on both internal as well as external communications to drive its products in the market (O'Grady, 2008, p.42). Apple is known to have a communications strategy that involves creation of a buzz while launching a new product or entering a market. The company strives on creating a ‘wow’ factor around the launch of a product. This was evident from the fact that long queues where observed during launch of iPods (ICMR, 2008). Apple’s competitor Samsung on the other hand relies on sponsorships and advertisements on print and electronic media to communicate its message to the target market audience. The pricing of its products are also more competitive as compared to Apple. The product strategy of Apple is largely based on the aspect of innovation and uniqueness in design and features. Apple relies on cult based marketing in which the customers constitute a loyal lot and undertake measures to protect the brand and company. The company believes in turning customers into followers so as to generate loyalty and promote the brand in the market.