Chelsea Martin & Susanne Rattay , March 2012

1. Chelsea Martin & Susanne Rattay, March 2012

2. IMC Plan • Executive Summary • Situational Analysis • 4 P’s Brand Extension iKey • Product + SWOT Analysis • Price & Place • Promotion • Objectives • Promotional Mix + Strategies • Budget • Future suggestions • Implementation + Control

3. Apple Inc. Executive Summary: PAST: Founded April 1976 by Steve Jobs, Steve Wozniak & Ronald Wayne Sold hand built Apple 1 Computer Kit 2001 the first iPod

4. Apple Inc. PRESENT: iPod holds 70% market share Stock up almost 500% in last 10 years “the P.C alternative” Post Steve Jobs, CEO Tim Cook = increase in charitable donations End of 2012 = highest iPhone/iPad sales ever

5. Apple Inc. FUTURE: Apple’s product compatibility and design superiority have created a loyal customer base Aim of new product maintaincore customers growcustomer base

6. Situational Analysis Political Taxation laws Europe’s universal charger regulations (2011) Economic GFC Immerging Markets (BRICS as of 2011, Mac iOS had less than 2% market share)

7. Situational Analysis Socio-Cultural Immerging nation markets Increasing technology demand (80% world population have a mobile phone) Over 75% of SP (smart phone) users will email, text or browse the web each day Target customers Home users, small/medium business, students, younger generation, creative “Mac users”

8. Situational Analysis ProfoundCustomer Profile Wheelof Consumer Analysis • Affect & Cognition • Behaviour • Environment  decisionprocess Identifycharacteristics, buyingpatterns, influentialfactors on a country-by-countrybasisfor different targetgroupsandgeneralmarketsituations

9. Situational Analysis Internal Apple Inc • Review past(strategies + success) • Re-evaluatecollaborationwithad agencies • Assessoverallpromotionalcapabilities • Maintain Brand Image throughoutpromotion

10. iKey Touch, share, live. In a whole new way.

11. Product Introducing the Apple iKey ‘A revolutionary device that allows you to do, see and share in a whole new way’ Amazing innovation Minor product extension (peripheral) Product compatibility = core customers Versatile = broad target audience

12. Product • Appearence • Dimensions 10 cm x 5 cm • Colors (black, silver, white) • Weight 100 grams • QWERTY layout + Screen Projection • Lifespan > 5-10 years • Batterycharge via devices • Laser + lighttechnology : translates fingermovementintokeystrokes

13. Product (Park, Milberg & Lawson, 2001)

14. Whyproduct? 7 pitfalls(Quelch & Kenny, 2000) 3 arguments Convenience Health Sustainability

15. Convenience • Portability • Multiple gadgetuse • Multifunctional • Input (keyboard + mouse • Screen (movies + pictures) • Decoration

16. Promising Outlooks

17. Health & Sustainability Conventionalkeyboards = toxic(Five Winds International, 2001) • Brominatedflame-retardants • PVC (Poly Vinyl Chloride) E-Waste:incinerationformsdioxins

18. Health & Sustainability Conventionalkeyboards = toxic(Five Winds International, 2001) • Brominatedflame-retardants • PVC (Poly Vinyl Chloride) E-Waste:incinerationformsdioxins Increase in multiple-user PC areas • Lack ofhygiene • Transfer ofpotentiallypathogenicbacteria Main target (students): (Anderson & Palombo, 2009)100 % PC access, 91,2% regularinternetuse73,3% regular e-mailuse

19. SWOT Analysis Strengths • Innovative • Multifunctional • Consumer-oriented(convenience, ease-of-use) • Compatibility + diversification • User Interface enhancement PDAs (wordprocessing + spreadsheetuse) • Differentiation

20. SWOT Analysis Weaknesses • Immaturetechnology • Increasedproductioncosts • High market/consumerresearch • Mere Apple compatibility • Inflexibility (USB plug-in) + battery • Premium price • Nogroundbreakingdevice + adjustmentperiodbut: hugepracticability

21. SWOT Analysis Opportunities LaunchNew Technology (projection) Home cinemamovement EncourageApple devicepurchase Partnerships(collaboration) Multiple-usercomputerareas(universities, companies, hospitals)

22. SWOT Analysis Threats Laser technology New field(projection technology) Movietheatres Downwardpricingpressure Difficultymarketexpansion Competition

23. Competitive Analysis Products • Wireless keyboards, fold-upkeyboards, thumbboards, virtualkeyboards

24. Competitive Analysis Major companies • Experience in projectiontechnology

25. Competitive Analysis Minorcompanies • Experience in projectiontechnology

26. Competitive Analysis • In-depthexamination • Primary competitors (Samsung, Google) • Strengths + Weaknesses • Segmentation • Targets • Strategies (positioning + promotional) • Contemplationofpartnerships • Major orminorcompanies

27. Competitive Analysis Virtual Keyboards VKB Inc Canesta Virtek

28. Differentiation So far… • Laser only • Simplistic(Keyboard + mouse) • Onesize, simple sound • Batteryrecharge(240 min.) • Universal connectivity(Bluetooth, Wifi) • Inconvenience (errors)

29. Differentiation … Aim • laser + lightcombination • Keyboard PLUS (Screening) • Size + soundregulation • Nocharging time • Exclusiveconnectivity(Apple Socket) • Convenience (error-free) So far… • Laser only • Simplistic(Keyboard + mouse) • Onesize, simple sound • Batteryrecharge(240 min.) • Universal connectivity(Bluetooth, Wifi, USB) • Inconvenience (errors)

30. Product – Branded House

31. Does the Master Brand Contribute to the Offering? Associations Enhancing the Value Proposition Having the Apple logo and “i” product linkage would make the product more appealing Customers would associate positives of other Apple products with the new product (e.g. quality and compatibility) Visibility Apple product launches given worldwide press coverage

32. Product - Brand Extension Benefits: low risk (already have the customers) cheaper than a new brand new product has mutual benefits with existing products in line with past brand extensions (minor extension – peripheral product)

33. Price US$150 (€120)* optimum of perceived customer value in line with current pricing schedules *subject to production cost fluctuations.

34. Place iKey will be stocked in Apple stores Apple online stores Approved resellers

35. Know your aim Brand Positioning tool Link the brand to the sloganRepetition Always use slogans Creativity ReinforcesBrand Image EncouragesBrand Loyalty ConsistencyBrand Concept Brand Link a la coeur. biszum kern. hasta el corazón

36. Objectives • Marketing Sales, profits, marketshare, margins

37. Objectives • Marketing Sales, profits, marketshare, margins • IMC Awareness, belief, perceptions, behaviorchange,positioning, image purchasedecision

38. Objectives • Marketing Sales, profits, marketshare, margins • IMC Awareness, belief, perceptions, behaviorchange,positioning, image purchasedecision • Media Broadreach + frequency

39. Objectives • Marketing Sales, profits, marketshare, margins • IMC Awareness, belief, perceptions, behaviorchange,positioning, image purchasedecision • Media Broadreach + frequency • Promotional Mix

40. Promotion

41. Advertising

42. che Soccer specific ads during FIFA World Cup international coverage less adverts but with more impact run competitions to win iKey in conjunction with another sponsor (Coca-cola, McDonalds etc) (cheaper and broader audience than the super bowl)

45. Target audience: working people house parents families children “fat-finger-syndrome” people Why TV: medium allows expression of time/place/emotion base for other mediums

46. TV Templates • PictorialAnalogy: Replacement Version • Interactiveexperiment • Extreme Consequence

47. Specific target follows convention particular magazines Why print: large reach lower cost can be targeted

48. Billboard

49. Why billboard: very cost effective no customer buy-in broadest reception constant exposure (24/7) Vivistitialdoesn’t interrupt the customer

50. Model: Pure Affect -Feel