Subject: Marketing

Topic: Media Planning and Buying


It is highly probable that things would still come easy for marketers if competitors remained few, average demand for products, and no wide ranges of products. However, as generations have passed globalization has become the big thing in the market today. Hence following these changes in necessities for the business, rapid inventions of new technologies together with clients’ prospects; marketing has evolved too. This brings with it a major challenge which is how the marketers will be able to get in contact with the primary consumers of their products. The internet has created a platform on which a lot of information can be passed across within a very short time. The vast information thus creates a basis for the expansion of the markets since geographical barriers are now done away with. The challenge hence remains how best the internet could be used in order to ensure that the marketing campaign using online media attracts as many primary clients of the product. For this paper, I am going to do a case on iPhone to show how media planning and buying can be achieved.


The marketing strategy adopted by iPhone involves exploiting consumer media consumption traits. This is by intensely making use of all the media that the target consumers are exposed to. The target group for iPhone is the working population. This is because most of iPhone features suit their corporate needs. These features satisfy the constant communication that is there between corporate and business partners. At the same time it seeks to target the secondary market of high school and college students by incorporating better entertainment features. These features will suit their entertainment and internet social messaging. All these features are designed to attract new clients every time a new product is launched.

The achievements that will be made through this advertising means will be measured by how many phones have been sold by a given target. This is because marketing is expensive to a company and thus the company may go at loses if it does not make its intended sales. The phone has set deadlines for three months by which it should already have sold one million handsets. Thus if by the end of the three months the target is not met then the advertising is not delivering its intended purposes. This will thus call for the company to deliberate on the changes that should be done on the adverts. But if the targets are met then the adverts will have served their purpose. Also we will be trying to monitor the number of potential clients of the phone or those that have made enquiries to see how many have already been introduced to our phones’ through the adverts.

Promotional Strategies

Before every iPhone model is launched, the company runs television adverts for a whole month. This is so as to attract the numbers of waiting clients so as to record high entry sales. The new products are also expected to be displayed for a whole month in the apple stores so that consumers can have a real life interaction with the product. By experiencing the product in a real life situation will also make the consumers await its launch eagerly. This will also facilitate in recording high entry sales.

Due to the expected high sales, the product will be launched with an initial high price. This will be so as to record a high sales profit since there will already be a high number of waiting consumers. The price will be reduced after three months to make it affordable for both the primary and secondary market targets. This is because the client base would reduce drastically since not many mobile phone users would have the ability to purchase the phone. This will ensure the product continues to be bought by consumers and thus maintaining the high sales. The initial launch price will be $599 and then reduced to $399 after three months. This move is aimed at seeing that the company sells its target of the number of phones it intends to have sold by a certain date.

The distribution method that the company will employ is the direct distribution. The company will make use of its own resources to avail the products to their clients. These will include using their employed sales persons to market the product, availing the products in all the company’s physical and also online stores. Other reputable distribution methods they have employed are using accomplished online retailers and cellular phone service providers. This is to ensure that the product is availed everywhere.


The marketing communications media that the company has decided to employ is the use of television, the internet and their physical stores. Through running the television adverts the company will reach a wider market even where apple stores are not yet available. They will also be able to reach the whole of their market target and, even meet their target of attracting new clients to expand their client base. In their physical stores clients will have the opportunity to interact with the phone and also with the store representatives. This will ensure that they are able to get answers on any of their enquiries about the phones. This will also be employed on their website through engaging clients in chats. Both the online store and the physical store will also present clients with an opportunity to view the wide range of phones available and also their accessories in terms of applications and enhancements. By advertising at the store a month earlier before the launch and doing the same on television ensures that the product gains popularity even before it is launched.

There will be a constant design that will be used for the purpose of advertising. The design will involve a plain background, the apple logo and the phone itself. This simplicity is so as to avoid the client from being distracted and rather concentrating on the features of the phone. Another strategy the company employed is the use of catchy phrases to articulate the quality of their phones. They will also be advertising the phones applications concurrently with the physical design. This is so as to show why the phone is different from all other phones through expressing the quality of their applications. By advertising the applications together with the phone is so as to enable those who already have the phones but would wish to add a new application to purchase it. Another method employed to increase on their sales due to the phone and also its applications. The company will also employ the print media to reach the news of their phones to their clients. Through magazines the clients will be informed of any updates, new releases of applications and also how to make maximum use of your iPhone.

The design of the adverts will be similar in all the media. This will ensure that the phone is identified with a brand. The history of apple products that are sleek in design is emphasized by not including a lot of graphics. By attracting the client to the phones appearance only creates a bigger impression of the product. Thus clients will only see one consistent form of designs and immediately distance it from the competitors. By creating this uniqueness they will be able to make for themselves in the smart phone market.

Measuring Customer Satisfaction and Addressing Gaps in Customer Expectations and Experiences.

By use of their website they will be able to market their products online. This will ensure that even when the stores are not accessible clients can still get to their products. This is also to ensure that clients can get any answers they may require pertaining to their phones. Since their clients are expected to be internet users, the company will also ensure that it uses numerous sites to enhance their online advertising. This will enable the customer to stay constantly in touch with their clients and also reach their intended market targets easier. It also ensures that they reach a larger target of their future customers.

Through keeping records of the feedback from our clients we will be able to rate the levels of customer satisfaction. Using this information we will be able to understand what changes or adjustments will require to be made either on the phones or the phones applications. We will also provide the clients with free updates to their phones applications to ensure that they continue enjoying the phones services for a longer time and better results. This will make the customers always like the experiences due to more and more things that will be provided to make their interaction with the phone better.

From the above case study of iPhone the following observations can be made. In order to increase competition, marketers need to come up with a plan that outlines the strategies that they will use to manage the variant nature of the market. One important strategy is that online marketers are required to be vibrant. This is to ensure they are always able to move with the dynamic changes of the market. Always being on the lookout for the expectations of the clients will increase their innovation in advertisements so as to fit the consumers’ styles. By establishing the right target, they will be able to strengthen the brands reputation and also the company’s. The reason why online marketing would fail to yield good results is if; the correct market is not reached and hence a wrong perception of the brand develops among the wrong targets. Thus in order for the advertisements to remain relevant, the marketer should make sure that the adverts are only displayed in the correct sites that are most probably to be visited by their primary consumers.

Another strategy is making sure that the clients are directed to the intended links once they click on them. The clients should only be directed to the product being advertised by the link since if it takes them to a page they have to waste some time to see it, they will avoid hitting the links anymore. By reducing time for the client to view the product, they can always look at any other products that you offer them in the future. Thus companies should research so as to establish the favorites of their consumer, spending habits and also their trends. This will enable the managers to maintain their clients as they continue to expand their market.

The online marketing should also be able to remain relevant since this is one crucial thing that decides the success of the advertisements. By using words that will relate to the primary consumers, they will remain relevant since they can easily notice them. With the rapid changes in technology, internet users have now become experienced and it is easy for them to distinguish between which wordings would be relevant to them and those that are not. Thus to build and maintain a positive image for the brand, relevance to your target consumers should be of utmost importance. Also in instances where the consumers are mailed, the company should make sure that they do not send too many emails to a client and especially if it is a regular client. They should also be keen on the content of the messages in order to uphold professional standards. By being irrelevant and sending many messages just makes the consumers avoid your mails in the future.

The main intention for companies to market online is to increase their sales through targeting a wider client base. More and more people are using the internet every day and this is a good incentive for marketers to capitalize on this resource. More opportunities are opened up because clients from all over the world can be able to shop for things they desire despite the geographical location of the sellers. Thus one way managers would use to capitalize on online marketing is giving promotions for their products online. This is because the company advertises for free either on their websites or social sites and thus cuts costs on the advertisements if they were to be done manually. Thus it is easy to display numerous adverts on one page by changing them dynamically. This gives prospective clients a high chance to view their products and thus to remain competitive advertising wise and fair pricing technique should be used. Since they have already saved a lot from the cost that would have been spent on advertising, giving small price deductions for customers will increase their loyalty to the brand. Another trend that is observable as technology advances is that people are opting to shop online since VISA cards can now be used to purchase online. Hence with this increase, a promotion on the company’s online adverts will act as an incentive to the clients since everyone is interested with value for their money.

Another objective set out in marketing is to increase the client base. Through online marketing, it can be possible to keep track of all those who visit the page. This is in order to help the team to measure the achievements of the online advertisements. This will help to establish if the marketing media that is being used is able to achieve any objectives as stipulated for the firm. It will also help the team to know whether their adverts are relevant or how the brand is performing. In order to increase the client base, social online media may be used too. This is because social media is the easiest way to reach too many consumers.

Sites like Facebook, Twitter and LinkedIn provide a platform on which people can also suggest products to other people. These social sites are able to bring together people from different parts of world and share their experiences. Thus it is even possible that the brand would get recognition among a huge demography of people. This helps to expand the market by a very large margin. Marketing managers should thus be able to effectively run their social website pages with current updates and also reach out to new followers of their pages. Social online media is also a highly suitable media to use when introducing new products in the market. It increases competitiveness since managers are able to avail these products to their followers who are most probably their primary consumers. Thus social online media is an important tool to ensure that long lasting relationships are founded and thus keeping a grip on the market segment.

Online marketing is actually helping marketers to concentrate on the customers’ requirements and specifications. This is enabling them to capitalize on the vast opportunities created by globalization. New inventions are coming up and thus are the need to remain relevant to the needs of the users. This ensures that the firm is able to retain its clients and continue recording high profits. Customer Relationship Management can also be enhanced through online marketing by offering discount incentives to capture the bulk of the online shoppers.


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