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Group 4 Alex Jackmond , Zinzi Blackbeard, Christian Larsen, Lauren Rim

iPad. Group 4 Alex Jackmond , Zinzi Blackbeard, Christian Larsen, Lauren Rim. Situation Analysis. Background Research E-books Readability Note taking Software. Situation Analysis. SWOT Opportunities - appeal to educational market, 93% market share ,

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Group 4 Alex Jackmond , Zinzi Blackbeard, Christian Larsen, Lauren Rim

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  1. iPad Group 4 Alex Jackmond, Zinzi Blackbeard, Christian Larsen, Lauren Rim

  2. Situation Analysis • Background Research • E-books • Readability • Note taking • Software

  3. Situation Analysis • SWOT • Opportunities- • appeal to educational market, 93% market share, • Apple has strong brand strength • Strong brand makes possible to offer iPad at a lower price • Threats • numerous competitors in the tablet market • competitors can learn from Apples mistakes.

  4. Situation Analysis Key Advertising Problem Problem: Marketing the iPad as a do it all gadget Solution: Narrow focus of iPad marketing i.e. education

  5. Key Strategic campaign Increase awareness of educational purpose of iPad by 30% Increase educational use of the iPad by 25%

  6. Optimize Organize Portable Multifaceted Communicate Observe Calculate Watch Infer Research Predict Synthesize Explore Manipulate Convince Express Analyze Experience Write Listen Create Debate Formulate Read Take Notes Browse Multitask

  7. Media Strategy • Reach 70 percent of target audience with a frequency of six within each four week period in which the advertisement runs. • Reach maximum percent of target audience a minimum of five times within the first six months of advertising • Reach 30 percent of the target audience where they have an opportunity to interact with the iPad, and users of the Apple • Reach category thought leaders and influencers in a way that will motivate them to initiate word of mouth and positive brand messages (educational iPad video Facebook competition).

  8. MEDIA SELECTION • TV Stations: ESPN, CNN, Comedy Central, TLC, Oxygen, MTV, network TV. • Shows: 30 Rock, Mad Men, Glee, Project Runway, sporting events, SportsCenter, NCIS, & The Daily Show. • Magazines: Sports Illustrated, ESPN, Living, Vogue, Cosmopolitan, Time, Fastcompany, & National Geographic. • Internet: Facebook, informational videos, campaign, & social media.

  9. Media Plan • Communication Objectives • Establish awareness of iPad as an educational tool; communicate it as the ultimate complement to student life throughout the United States. Generate buzz and word of mouth • Link informational media to word of mouth and buzz media

  10. Media Plan TV:Allow us to reach larger audience, demonstrate the use, inspire consumers with simplicity of the iPad, create brand reinforcement, & call to action. Internet: Encouraging consumer dialogue, creating buzz, word a mouth, providing detailed information. Magazines: Is a major source of information for both young adults and parents, highlight the educational features of the iPad with beauty and simplicity, call to action.

  11. Message Strategy Key Consumer Insights: On the Go, Books, WEB Browsing Message Objectives: Behavior, Persuasion Message design & executions: TV, Facebook S.U.C.C.E.S.S. Simple, concrete, story

  12. Example Advertisements • iPad educational commercials TV • Educational print ad

  13. Supporting Marketing Communication Tools • Facebook contest • Create buzz • Word of mouth • Bring the advertisements full circle through Social media Facebook picture

  14. Campaign Management • Evaluation of Campaign effectiveness • Sales • Viewers

  15. Thank You

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