A5

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School

Australian Pacific College *

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Course

BSB42415

Subject

Communications

Date

Jan 9, 2024

Type

docx

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Uploaded by MateCloverPuppy154

Marketing Communication Plans - A1 Laura Cortés 1 – Executive summary Being one of the leaders in the field of technology, Apple has remained a major player in Australia. As it has employed a combination of digital channels, physical store experiences, and focused advertising campaigns to proficiently convey the distinctive features of its products, with a particular emphasis on the iPhone 15. This research offers a thorough examination of Apple's communication tactics, an assessment of the strategies' effectiveness, and information about the company's target audience in Australia. 2 – Table of Content 1. Executive summary 2. Table of content 3. Introduction 4. Organisation communication analysis 4.1 The product/service communicated 4.2 Analysis of the communication 5. Describe the target audience 6. Marketing communication mix 7. Conclusion 3 – Introduction The headquarters of the multinational tech giant Apple Inc. are located inCalifornia. Since its founding in 1976, Apple has transformed the technology industry with its cutting-edge hardware and software. Apple is a well-known brand in Australia thanks to its extensive web presence and multiple operating stores. Their product selection, which includes anything from Mac computers to the iPhone series, makes their objective, "to bring the best user experience," apparent. The iPhone, and the iPhone 15 in particular, has been a huge success. Apple has maintained a substantial market share and frequently outperformed rivals like Samsung or Huawei. 4 – Organisation communication analysis 4.1 – The product/service communicated. Product type: Laptop a. Quality: The MacBook Pro (2023) is Apple's latest flagship laptop, and it's a powerful machine that's packed with features. It has a great battery life, and it supports a variety of ports, t his product showcases the company’s continuous commitment to innovation and technology.

b. Key benefits: Strong performance: We can easily run even the most demanding software thanks to the chip's extraordinary speed and efficiency. Long battery life: Being able to work, watch movies, or surf the internet for up to 21 hours without worrying about running out of power. Lightweight and portable: The MacBook Pro (2023) is easy to carry wherever we go thanks to its thin and light design. All-day productivity: For anyone in need of a robust and adaptable laptop that can keep up with their hectic lifestyle, the MacBook Pro (2023) is the ideal choice. c. Differentiation: With its outstanding performance, gorgeous display, extensive connection, portability, durability, seamless integration, and cutting-edge software capabilities, the MacBook Pro (2023) distinguishes itself from the competition. It is an appealing option for demanding users, professionals, and creatives looking for a powerful, adaptable, and user-friendly laptop because of these distinct features. 4.2 – Analyse the communication by identifying the main message the purpose/ objectives and target audience a. Add a screenshot of the communication being analysed b. Explain the key message in terms of: i. What is the objective behind the choice of this content The message of this advertising is that the MacBook Pro 2023 is the ideal laptop for individuals who expect nothing less than the best. Together, the phrase and visuals evoke feelings of empowerment and aspiration, implying that the MacBook Pro may assist customers in realizing their objectives.

ii. Explain why the organisation decided to use this content? Apple is renowned for its high-end goods and focused advertising efforts. This commercial, which adheres to Apple's brand identity, is probably meant to entice creative professionals and other affluent consumers searching for a potent and fashionable laptop. iii. Is there any expected consumer reaction? After seeing this advertisement, consumers can anticipate feeling amazed and enthusiastic about the MacBook Pro 2023. The phrase and visuals are likely to appeal to people who value cutting-edge technology and beautiful design. iv. How does it fit with the brand? This commercial is a great representation of Apple's aspirational, fashionable, and inventive brand. Apple's main product, the MacBook Pro 2023, is highlighted in this advertising with an emphasis on its greatest attributes. v. Evaluate if the content is effective – success measures (hint: is there any positive/ negative customer feedback?) This ad may successfully spark interest in the MacBook Pro 2023 on the brand users. The product's main message is communicated by the memorable graphics and tagline. It is challenging to predict with certainty, though, how well the campaign will promote sales. Positive consumer feedback regarding the campaign has been received; many have complimented the phrase and images. Negative comments have also been received, with some individuals critiquing the advertisement for prioritizing style above content. vi. What is the slogan/ message The MacBook Pro 2023 is marketed under the tagline "Your next move." According to this tagline, the MacBook Pro is the ideal device for people who are constantly seeking out their next challenge. Additionally, it exudes empowerment by implying that customers may accomplish their objectives with the aid of the MacBook Pro. 5 – Describe the target audience Demographic: According to the Australian Bureau of Statistics (ABS), there are approximately 6.1 million Australians between the ages of 25 and 54. Of these, an estimated 2.8 million earn more than $100,000 per year. This suggests that there is a large potential market for the MacBook Pro 2023 in Australia. Age: 25 - 54 Gender:Indifferent Income: High-income earners

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