Apple Inc. and Product (Red) Marketing Partnership Report Essay

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Marketing Report - The Marketing Mix Introduction Apple Inc. is an American global organisation that designs and sells consumer electronics, computer software and personal computers. Examples of Apple Inc.'s products include the iMac, iPod, the OS X operating system, and the iTunes media browser. (RED) is an AIDS charity who's aim is to raise awareness and funding to help eliminate AIDS in Africa. To help achieve their aim 'Product (RED)' was introduced, which is a brand licensed to partner companies, such as Apple Inc., who create a product with the Product (RED) logo on. In return for increased sales a percentage of the profits from the products in question goes to the Global Fund to help fight AIDS/HIV in Africa. In 2007 Apple Inc. and…show more content…
- Encourages external companies, or rich individuals, to donate to the Global Fund. - Widespread support - including many celebrities. External Threats: - Some companies do not state exactly how much of the profits actually go towards the Global Fund. Partner Selection Apple Inc. is a multinational company with a huge base of customers already in place, which generates the largest amount of revenue and profit for a technology company in the world. (RED)'s mission is to raise money for the Global Fund and by teaming up with Apple Inc. a percentage of that profit will now be donated to the fund. Apple Inc. is also a hugely well known brand globally, therefore by having them produce (RED) products more consumers will look up the (RED) project. This will increase awareness of the project in many different countries and for these reasons the partnership is justifiable. The Marketing Mix Firstly, the process of market segmentation must be used so we can better understand our customers needs and differentiate from the competition. This process involves dividing the total market into smaller segments and then choosing one of these segments to be the target market. In this case we are using geographic and demographic segmentation to target 18-24 year olds in the UK. In doing so the marketing resources available will be used more efficiently and the information can be used to create an image of Apple
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