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Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs Your Chosen Compe - Essay Example

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Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs Your Chosen Compe

When it comes to Integrated Marketing Communications, all these marketing channels work simultaneously. This paper performs a comparative analysis of Integrated Marketing Communication of Apple computers with Dell computers. The first part of this paper provides a brief introduction of both the companies and their respective marketing mix, which includes comparative analysis of price, product, place and promotion of Apple Computers and Dell computers. The body of the paper is comprised of brief review literature, which highlights some recent researches in regards to the effectiveness of Integrated Marketing Communication. Moreover, research methodology is also present in this part where the comparative strategic analysis of both the companies is included. The paper ends with detailed conclusion and recommendation providing insights to the future prospects of both the companies. Introduction The IT industry has become extremely competitive market nowadays. Numbers of successful companies are contributing in this industry by offering wide range of products. Names of such companies include Dell Inc, Apple Inc, HP, Toshiba, Samsung, Panasonic etc. Dell has acquired the status of international success and is considered as one of the biggest competitor in its relevant industry. On the other hand, Apple’s products are widely sold all over the world. Therefore, possesses millions of brand loyal customers. The reason that both of these companies have not only survived but have managed to flourish into multi-billion dollar force are their unique marketing strategies. The most prominent of those strategies is Integrated Marketing Communication approach. Introduction to Integrated Marketing Communication Integrated Marketing Communication is a terminology, which is used to define a holistic approach towards marketing communication. It ensures the corresponding usage of media as well as uniformity of messages. Both online and offline marketing channels are included in it. Examples of online marketing channels include Search Engine Optimization (SEO), e-marketing campaigns, email, affiliate, pay-per-click, banners for webinar, micro-blogging, blogs, RSS, internet TV, podcast etc. Offline marketing channels include traditional printing approach (magazines, newspapers), public relation (PR), mail, order, billboard, television, radio, industry relations etc. Integrated Marketing Communication puts together all the marketing tools, resources and approaches within a company, which capitalize on greater impact on the minds of consumers. Consequently, higher profits are enjoyed at minimum possible cost. Nowadays, those companies, which are utilizing this approach, are peak performers in the industry. Market Review of Apple Computers and Dell Computers Marketing Mix Product Both the companies belong to same industry and therefore provide same kind of products i.e. computers and laptops, computer hardware, software, peripherals etc. Despite of selling similar products, there are number of differences between the products of the two companies. It includes designs, models, features, graphics etc. Price Dell serves a target audience with social location and of different income. It sets its prices from $500 to $3000 whereas prices of Apple computers start from $1090 and exceeds $3000. The pricing strategy of Dell emphasizes on providing such laptops, which satisfy the needs and wants of their consumers ...Show more

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Date: Comparative Analysis of Integrated Marketing Communication: Apple Inc v/s Dell Inc Executive Summary Vast changing business environments are giving birth to emerging concepts and phenomenon in every field. A new concept that has been developed in the 21st century is of Integrated Marketing Communications…
Author : antwan66
Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs Your Chosen Compe essay example
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