Table of Contents

Executive Summary ...…………………………………………………………………………… 3

Product ...………………………………………………………………………………………… 4

Repositioning in the Market ……………………………………………………………...……… 4

Environmental Factors ………………………………………………………...………………… 5

Economic …………………………...…………………………………………………… 5

Employees ……………………………………………………………………….……… 6

Ecological …………………………………………………………………………….… 7

Competitive ……………………………………………………………………..……… 8

Customers ………………………………………………………………………………. 8

Technological …………………………………………………....……………………… 9

Social Culture …………………………………………………………………………… 9

SWOT Analysis …………………………………………………………………………..….… 10

Strengths ……………………………………………………………………..……….... 11

Weaknesses …………………………………………………………………..………… 12

Opportunities ……………………………………………………………………..……. 13

Threats …………………………………………………………………………..…...… 13

Objectives …………………………………………………………………………....………… 14

Prospective Customer …………………………………………………………………..……… 15

Potential Market Segments …………………………………………………………..………… 16

Communicating with your Target Market ………………………………………………....……

17

Target Market …………………………………....………………………...…………………… 18

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Strategic Consumer Positioning …………………………………………………………..…… 18

Positioning Maps ……………………………………………………………………….……… 19

Brand Identity ……………………………………………………………………………..…… 20

Apple’s Message ……………………………………………………………………………….. 21

Promotional Mix …………………………………………………..…………………………… 22

Media Mix Promotional Tools …………………………………………………….…………… 24

Product Spokesperson …………………………………………..……………………………… 24

Creative Strategy …………………………………………………………………..…………… 25

IMC Execution Style ……………………………………………………………....…………… 26

Works Cited ………………………………………..………………………………...………… 27

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 Executive Summary

Apple is a brand that creates products to perform at the highest level of service. The

brand designs simple, user- friendly technology that all ages can obtain. Apple is a product that

does not have to be advertised because, the products sell itself. This paper will explore the

products that Apple currently sells, the repositioning of a new product into a market,

environmental factors that affect the Apple brand, market segmentation, target market, brand

identity, Apple’s message, product spokesperson, the execution for the product promotional and

media tools incorporated in the posioting of Apple’s new product.

Apple will be repositioning towards the home appliance market similar to some of its

competitors such as Samsung. Apple will incorporate “Smart Home” technology to regular

everyday household appliances. The company’s IMC objective for repositioning is to change 25-

40 year olds’ attitudes on Apple so as to see an increase in Apple being a consumer household

appliance brand. The goal is to generate a 25% increase in overall interest in the offering of

Apple’s new addition of Smart Household appliances to the product line. Apple consumers are

passionate about the brand and with this new introduction these consumers will truly be

immersed in an Apple lifestyle thats is already portrayed through it’s brand identity.

The target market consisting of 25-40 year old women and men can be segmented into

two different age groups with different life experiences. The younger targeted consumers will be

people who are interested in purchasing household appliances as a result of them starting off

their careers and moving into new homes. The older of the targeted consumers will consists of

established professionals with families that can benefit from these smart devices.

In order to successfully introduce a new household appliance product line, Apple will use

a variety of different advertising platforms. This includes: print ads, television commercials,

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social media ads and email campaigns. In addition, Angelina Jolie will be introduced as the

celebrity spokesperson for the launch of Apple’s household appliance line.

Product

Apple Inc. is an American multinational technology company that sells electronics,

softwares, and online services. One thing that makes Apple so prevalent in this market is the idea

that Apple does not just selling a product, but a lifestyle. All Apple technologies fall under the

same sleek and simple design with user-friendly technology and applications at its core. This

makes it easy to connect all devices under the same networks and apps, which encourages

consumers to purchase not just one, but two or more products from their mix because of this

increased connectivity.

Repositioning in the market

Apple’s repositioning in the market will help to reach a different target market, increase

awareness and use, and evidently to increase sales. Many technology companies in this day and

age are drifting interest and development towards “Smart Home” technological advances. Apple

needs to make that jump. From smart refrigerators to dishwashers and other appliances, Apple’s

transition into the smart technology industry would change the way the brand is represented,

while also reaching a completely new audience with their products.

Currently, Apple’s main target market is represented by young adults and teens, between

ages 16 and 35, and aiming to sell laptops, smartphones, and other personal electronic devices.

Apple has taken a small step towards Smart Home technology with the launch of Apple TV

4
products. However, we believe that Apple can reach an entirely new target audience with the

integration of home appliances and devices into their product mix: adults over the age of 35.

Environmental Factors

Economic:

In today’s world, technology is transforming the world in dynamic ways. It has greatly

changed the global economy by promoting a transformation in the marketplace, improving living

standards as well as creating a more robust international trade (Cavallo, 2016). Technological

advances also have significantly aided companies in lowering the costs of operations and

improved the efficiency of operations. For example, advancements made in the computer

industry and in telecommunications have strengthened economic growth and increased job

opportunities. The internet has closed communication barriers allowing for improved service and

a reduction in the cost of doing business.

Several studies indicate that when technology companies, such as Apple, reduce their

investments in research and development, it causes a ripple effect in the overall economy

(Cavallo, 2016). Technology stocks such as Apple, Google and Amazon, has been very

prominent in the stock market. On the Dow Jones Industrial Average, technology stocks have

replaced many industrial super companies such as GM and Caterpillar as measurements of the

market economy (Cavallo, 2016).

While Apple still remains a very profitable company, it has experienced a sales decline in

2016 (Apple Feels Effects of New World Economic Environment as IPhone Sales Slow, 2016).

Many attributed this to the saturation of the market with smartphones. As a result, there was

increased pressure on the company to develop new and improved phones for their next edition.

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For example, when the versions that released in 2014 with the larger screens debuted, sales

exploded, but when a later version debuted with fewer dramatic changes, the sales were not so

dramatic.

Apple did not just accept this trend. During the most recent recession, Apple launched

two new categories of products, the iPod and the iPad. These innovations came directly from

research and development spending. As a result, Apple has enjoyed “quarter-after-quarter

growth and record setting revenue numbers.”

In January, 2018, Apple announced that over the next five years, it will be contributing

$350 billion in the US economy as well as creating over 20,000 new jobs (Gartenberg, 2018).

It’s not clear how Apple predicted these numbers, but according to its press release, the

investment will benefit three specific areas; “direct employment by Apple, spending and

investment with Apple’s domestic suppliers and manufacturers and the digital Apple Store

economy.”

Employees:

Apple is one of the biggest job creators responsible for two million jobs in all of the

states. Employees get an annual 25 % discount when they purchase an iPod, computer, or iPad,

and every three years employees receive $250 off an iPad purchase, and $500 off of a Macbook

purchase. Apple gives mothers four weeks of paid leave before having their child, and 14 weeks

off after. Apple also gives non- birth parents six weeks of from paid time. New hires receive 12

days of paid time, but increases over time.

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Ecological:

Apple has not always had a positive reputation when it comes to its ecological

responsibilities (Price, 2017). In its earlier years, Greenpeace had an issue with their 54.5%

reliance on coal as their power source for its servers along with its high electricity consumption.

Greenpeace also had an issue with toxic components that were used in the iPhone and other

products and their policies concerning take-backs and recycling. Through the years they have

come under fire for such offenses as polluting rivers and destroying tropical forests and coral

reefs. However, Apple has recognized these environmental criticisms and worked to improve

their image. In time, they stopped using environmentally offensive items such as arsenic, PVC

and BFR’s, and their data centers are now running on renewable energy. Even though they will

not receive a perfect score for their effects on the environment, they have shown great

improvement. They have implemented self audit policy which forces them to examine their

efforts more stringently. By 2014, Greenpeace had even named Apple as one of the three

cleanest data centers operators in the world giving them high marks for transparency, policy,

advocacy, and efficiency. Besides helping the environment, these improvements benefit the

company’s public image. Consumers are more likely to conduct business with companies that

they like and trust and prefer to buy their products from someone they can feel has good policies

and ethics.

orldid. And we’re just getting s

Competitive:

In the marketplace, Apple’s biggest rivals are LG, Sony, Lenovo’s Motorola and

Samsung. Each of these companies have introduced “new and improved” products, but Samsung

seems to be Apple’s biggest competitor. Together they control about two-thirds of the global

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markets (Apple 44% and Samsung 22%). Apple increased its market share last year when

Samsung experienced it’s issues with the Galaxy Note 7 and its overheating batteries. Samsung

came out with a newer version hoping to win back some of the market share. The success of that

endeavor, remains to be seen as the rivalry between Apple and Samsung is expected to remain

very fierce in the future. According to a September 14, 2017 article in “The Economist”, “there

is unlikely to be one winner.” Samsung is well positioned because of its diversification into the

chip and smartphone component market, but Apple has an advantage because consumers see

their products as “luxury items” and its consumers like the fact that iOS runs across all their

devices. At the moment, Apple seems to have the technology advantage but Samsung is right

there should they falter.

Customers:

Apple has a very strong customer base because of their strong customer loyalty. They

have done a great job of satisfying their customers with new and improved, high quality

products. Their products tend to be higher in price, but their customers continue to purchase

them because they view their products as somewhat of a “status symbol”.

Many customers have negative feedback for Apple. Customers constantly complain about

software updates, multiple password to remember, battery life, prices and lack of store locations

to get products serviced (Bolluyt, 2016). Even though, there are many Apple Store locations,

making appointments in the stores is very difficult. Many customers complain of having allotted

appointment times, but end up wasting hours waiting for their turn.

Technological:

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 For many years, Apple has been known as an technological innovator. It has strived to

stay on the cutting edge to stay ahead of its competitors. Huge amounts of capital have been

invested in order for Apple to continue its research and monitor the changing demands of its

customers I.E., their needs, tastes and preferences. Although Apple has done well at creating a

niche for itself in this area, many believe they need to improve in the application market creating

Apple compatible apps. It is a known fact that many applications existence that are compatible

with Androids and Microsoft compared to iOS and OS X. Other companies are ramping up their

research to close these gaps. Also, with growing technological capabilities comes the increased

threat of cyber crime and makes these systems less secure. Apple’s increase in technology only

encourages other companies to improve their advances, thus making Apple strive harder to stay

ahead.

Social-culture:

Social and cultural environments can have a profound effect on the policies and strategies

of a business. Since the aim of a business is to use its available resources to generate income, it is

important that it understand certain characteristics about its target customers. Some factors that

come to mind are perhaps their needs, their tastes and their preferences. The whole idea of

marketing a product revolves around connecting with a potential customer and determining what

they may need or want. The trend toward the increasing use of social media is a huge

determining factor for companies like Apple. This trend leads to the desire for easy to use mobile

devices and has created a huge opportunity for Apple. Fortunately, they have responded with

products such as the iPhone, iPad and the Apple Watch.

SWOT Analysis

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Strengths Weaknesses

● Overdependence on iPhone sales

● Advertising capabilities ● Weak direct distribution channels in

● Apple annual advertising budget India

reached $1.8 billion in 2015. ● Low expenditure on research and

● Strong and extensive U.S. development compared to other

distribution channels companies

● Multiple businesses ● Incompatibility with other OS

● Brand awareness and reputation

● Sound financial performance with

one of the strongest cash flows

● Apple’s large revenue

Opportunities Threats

● The Internet of Things (IoT) market ● Intensifying competition Strong

is expected to grow U.S. dollar

● Health-related wearable gadgets ● Lawsuits over patent infringements

Expanding mobile payments market resulting in damaged brand

● The mobile enterprise app market reputation

● Enter different markets ● Risk of data breaches

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 Strengths

As one of the most recognizable brands in the world, Apple has many strengths. Apple’s

revenue grew an average of 16.44% from 2012-2015 and its profit grew by 27.94% during that

period. It reached a total of $233 billion in 2015. The company also has exceptional advertising

capabilities, which increase brand awareness and create stronger demand for the company’s

products. It is effective and efficient with its advertising. Apple spends less on advertising when

compared to Samsung’s $3.4 billion advertising budget. Although it’s brand recognition is by far

superior. Apple also utilizes many different distribution channels to sell its products. Apple

products can be found on a variety of different online retailers as well as it’s very own retail

store. Most of Apple’s competitors do not have retail stores. This gives them an advantage in

many different aspects such as sales and brand recognition, not to mention Apple stores are

known for being innovative and creating a great customer experience. It also has an extensive

indirect distribution. Cellular companies such as T-Mobile, AT&T, and other companies carry

Apple products as well as wholesale retailers and large retailers such as Wal-Mart and Target.

Besides just offering devices apple offers much more as well, “The company has a hardware

business, a software business and it is also a service-provider and a retailer as well – all

integrated into one entity. Apple controls almost the entire supply chain for its devices”

(Jurevicius).

Weaknesses

A huge amount of Apple’s revenue comes from iPhone sales. It accounts for 66% of the

company's total revenue. This leaves Apple vulnerable to changes in the smartphone market

since the company relies heavily on it’s smartphones. Apple customers will look for iPhone’s to

continue to creative new and innovative products it is just up to the company to continue to

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satisfy the customers. Another weakness, is Apple does not have any stores located in India,

which has the third largest smartphone market in the world. Apple has built a reputation for

being an innovative company creating new and desirable products and technology in the

marketplace. However, during the past few years Apple has yet to create new innovative ideas.

In fact, “Apple’s R&D spending accounted for 3.4% of the company’s total revenue, one of the

lowest rates among its competitors” (Jurevicius, 2016). Apple has its own OS which has its

downsides when it comes with being exclusive to only Apple. Android users may be interested in

an apple only offered to Apple users and in vice versa.

Opportunities

The IoT (Internet of Things) market is expected to grow, “Apple also offers smartphones,

wearable gadgets, tablets, computers and many other hardware products that can be integrated

into one ecosystem and controlled via an Internet connection. Apple could introduce a new OS

system, like Google’s Brillo, designed specifically for the IoT” (Jurevicius, 2016). With the

success of the Apple watch Apple could create health-related wearable gadgets other than

watches. With the success of Apple Pay, Apple can expand more and capitalize on the mobile

payments market making it easier and more conventional for Apple users. The current success of

Apple Music can open new doors for other subscription-based software for Apple. Subscription

based Apps could help benefit the consumers in a variety of different ways when it comes to

music, health, video, etc. Apple also has the opportunity to enter different markets that it’s

competitors have begin to enter such as the home appliances market.

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 Threats

Apple’s competitors has been slowly improving and challenging Apple’s current position in the

personal computing sector. The growing marketplace is constantly creating other options to

Apple’s iPads offering cheaper tablets that provide the similar features as an iPad. Most of

Apple’s revenue comes from outside of the U.S. and with the U.S. dollar indicated to rise the

money transferred from overseas is likely to decrease when converted to U.S. dollars.

“According to Unified Patents, Apple is the most targeted company for patent infringements”

(Jurevicius, 2016). Apple’s business requires it to have a large amount of data from consumers as

well as employees and business partners. A data breach could leak private, important, and

valuable information. This could cause many problems within the company and cause a huge

backlash with customers, potentially losing loyal Apple users.

Objectives

Apple’s IMC objective is to change 25-40 year olds’ attitudes on Apple so as to see an increase

in Apple being a consumer household appliance brand. The goal is to generate a 25% increase in

overall interest in the offering of Apple’s new addition of Smart Household appliances to the

product line.

As Apple attempts to achieve this goal, it can be assumed that the percentage of current

interest in Apple’s Smart Home product line is zero, which makes it is logical to have this

number as the baseline number for measurement. This number will provide the easiest results to

measure consumer’s actual attitudes towards this new product line. Currently, Apple has no

presence within the home appliances market like other technology companies such as Samsung,

thus, there is expected to be zero positive and acceptance and zero negative feedback at this

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point. Consumer’s will have to base attitudes towards the idea of an Apple Smart Home product

line through previous knowledge and experience of Apple products in the market now such as

the iPhone, iPad, and Macbook. A 25% increase is a reasonable number to achieve. This number

is not unrealistic when introducing new products in a new market to potential new customers and

present customers. Achieving this goal will symbolize that a fourth of the target market can

envision the Apple logo on household appliances such as refrigerator and become potential

customers to the new product line. Apple has one of the strongest brand presences in the world.

This should make a 25% increase in people’s attitudes towards Apple’s Smart Home product line

obtainable through the correct advertising and product development. As other technology

companies such as LG and Samsung create smart home appliances, the idea of Apple, a brand

based on innovation and quality, should be able to transfer easily into this market.

Prospective Customer

The approach to generating interest from 25-40 year old men and women is two-fold: people

who are currently interested in purchasing household appliances and people who will be looking

to buy household appliances in the future. Many individuals in this age group are buying some of

their first homes or moving to new cities based on job opportunities and just starting out in their

careers. For that reason, these individuals will need to purchase or replace household appliances

for their new homes. Getting them aware and interested in these Apple Smart Home appliances is

the perfect time at this stage of their lives. Conversely, there are many individuals that fit in this

target market that may either be too young or not ready to make such big purchases yet. It is

imperative to generate interest and familiarize these individuals with these products as well.

Getting these people comfortable with seeing Apple products throughout any given household

will generate interest that Apple can capitalize on in the future when these people come to the

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point in their lives where they would benefit from and have the ability to make such large

purchases. Apple does not just sell individual products, but an entire lifestyle. From computers to

smartphones, Apple has hit the ground running with turning simple technology into a completely

new way of life for its users. Getting involved with Smart Home technology would emphasize

the impact that Apple has on the consumer’s lifestyle decisions.

Potential Market Segments

Four important areas that a consumer can be divided or segmented into are

geographically, demographically, psychographically or behaviorally. Geographic segmentation

involves dividing a market on the basis of geographic locations. This can be done by dividing

consumers based on where they live and buy products. It can be done by towns, cities, countries,

states or internationally or by rural, suburban or urban segments. This approach is advantageous

because it helps a company to identify the wants and needs of consumers in different areas so

that it can target them specifically. It also can help control costs associated with marketing a

product. It can focus on a smaller area thus controlling the marketing expenditures needed to get

exposure for the product. Over the years, Apple has expanded its international market to include

not only the United States but South America, Europe, Japan and Australia to name a few. It also

has strategically placed retail stores or storefronts in major cities, as well as sold its products

through third parties and on the internet on its own websites.

Another option for targeting potential customers is through demographic segmenting.

This method is the most popular and uses a potential customers age, race, gender, religion,

family size, ethnicity, income or education to hone in a target market. A big advantage to this

15
method is that this type of information is fairly easy to obtain. One way of gathering this

information is by researching census data so that can determine who, where, and how your you

may segment the market. The demographic profile for the Apple product will be primarily

households with an income level of $35,000 to $50,000 and mainly focus on females since this

product will probably appeal to them. The target range of age will be between 25-40 seeking a

slightly older audience who are more likely to afford Apple’s higher prices.

Psychographic segmentation is another method of analyzing consumers. It involves

separating the market into groups based on different personality traits, values, interests, attitudes

and lifestyles. This segmentation is beneficial because it allows a company to engage in product

design and marketing in a more focused manner. Apple has always done a good job of

developing new products based on customer feedback. It also has a great brand image which

should be beneficial in selling newly developed products. Apple’s personality is centered around

symplicity and removal of complexity in its products for the customer’s life.

The last of the groups is behavioral segmentation. It deals with using marketing strategies

based on actual consumer buying behaviors. This method divides the market into groups of

consumers according to their knowledge of, attitude towards and response to a product. Apple

currently uses several methods to inform the public about its products and have a good reputation

of providing customer support. As a result consumers have confidence in their products and feel

comfortable that should a problem arise, they can get assistance. This all contributes to a good

brand image for Apple and consumers are loyal to that brand.

Communicating with your target market

To appropriately communicate with the target market (25-40 year olds) Apple has to

establish product validity through all of the marketing activities. Apple will frame the smart

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home technology by expressing how the new product line is better than anyone else and

pinpointing the consumers issues. Apple will focus on delivering customized technology-based

solutions to fulfill each customer’s needs. To accomplish this, Apple will use media tools such

as; product advertising through social media platforms, product demos, and seminars. Apple has

to fixate the attention to the IMC Objective and touchpoints to ensure the goal is reached. This

will help Apple to thoughtfully understand the objective to better communicate with the target

market.

Target Market

The target market for Apple’s extension into Smart Home Appliances range from 25- 40

years old. Starting the target market at 25 years old best fit for Apple’s new line because they

have recently graduated from college, saved up money, become young professionals and are a

ready to buy a home. Acquiring a dryer, washing machine, and fridge are essential for a new

homeowner. Setting the age lower than 25 years old wouldn’t make sense for the objectives that

Apple is trying to position, because it is unusual for a person younger than 25 to need home

appliances. Ranging larger than 40 years old would be hard to manage because of different needs

and wants consumers have. Targeting beyond a 15 year range is too difficult to please the needs

and wants.

Strategic Consumer Positioning

To distinguish the product from competitors, Apple smart home products will be known for

healthy living, personalization, and the quality and price of the products. To support a healthy

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lifestyle, the smart devices will be linked to computers and apple watches to help keep the

consumer in track with their diet.The consumer can personalize their product by being able to

customize the aesthetic of the fridge, the data held within the smart fridge (along with the size of

the gigabyte content), and apps held within. Consumers can connect their smart fridge with other

Apple products that the consumer already owns. Alongside this, a feature will allow self locks

and timers in the compartments. The price will be dependent on the size of the fridge and the

extra perks within the fridge will determine the price range; the price would start at $3,200.

Apple will be aware of the competitors offering household smart products; such as LG,

Samsung, and Whirlpool to help position themselves ahead.

Positioning Maps

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 High

High

The Apple Fridge will be positioned with the highest price and quality compared to Apple’s

competitors.

High

Features/

Low

19
The Apple Fridge is positioned with the highest quality and features/ performance compared to

Apple’s competitors.

Brand Identity

Apple fosters a relationship with its consumers through maintaining a high brand

involvement as well as creating opportunities for consumers with both high and low product

involvement for specific products. This means that Apple can keep consumers involved with the

company when it comes to purchasing other products because these consumers are already

involved with the brand in some way. These consumers may already own or be affiliated with

Apple, and thus are more likely to purchase other products also made by the company due to

their high brand involvement.

As a brand, Apple at its core is known for creating high price, high quality products that

are easy to use and can be connected to one another in various ways through the common

technology established by the company. Each product has a simple, sleek design that promotes a

high-end brand identity as well as an expensive feel.

It is Apple’s goal to promote a strong, positive brand identity among the minds of its

consumers. Apple is one of the most recognizable brands in the world and is a leading brand in

technology. Therefore, it has become a part of a majority of consumers evoked brand set.

Whether a customer likes Apple or not, it is likely that the customer is aware of the brand. It’s

strong brand image represents a sense of creativity and innovation. When customers see an

Apple logo on household appliances such as refrigerators, microwaves, or washers and dryers,

people will be attracted to it because of the logo. As Apple can be seen as a lifestyle brand, it will

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only enhance the customers perspective on Apple and will further immerse them in the lifestyle

of an Apple user, especially when Apple products are apart of their home.

Apple’s Message

Apple products are not just products, they are a lifestyle. Apple wants everyone to stay

connected not just through a smartphone or laptop, but through everything a person will do in

their day-to-day life. From staying connected with friends, family, and workplace with ease, to

the production of Smart TVs and anticipated launch of the Smart Refrigerator, Apple strives to

make life as easy, connected, organized, and efficient as possible. The capabilities and

connectability of all Apple products does not stop with just mobile devices and laptops, but

instead is expanded towards all aspects of home life. And with the new launch of the refrigerator,

this connectivity expands towards health, wellness, fitness, cooking, and family meals. Apple

now keeps everyone connected through more of life’s important moments in the kitchen and in

the home.

Promotional Mix

In order to market Apple’s new product, the Apple refrigerator, a combination of

promotional tools will be used. These marketing programs will incorporate such methods as

public relations, advertising, direct marketing and personal selling.

The first phase that will be initiated is a public relations campaign. This tool will use the

reputation of Apple to draw in customers because of the great reputation that the Apple

Company has with the public. It is a trusted brand that produces quality products, so hopefully

this confidence will carry over into this product. Also we would like to get exposure for the

refrigerator by contacting vendors at any local trade shows or home improvement shows and

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offer to donate a unit for their booth. The best options would be a kitchen renovation company or

possibly a cooking demonstration booth.

Advertising will also be used as it is a great way to reach a huge range of potential

customers at a relatively low cost. The main form of advertising that will be used is television

commercials because of the vast exposure. Television ads can reach many potential customers as

they can be repeated multiple times on multiple channels including prime channels as well as the

many cable channels. Perhaps the best channels would be one with cooking shows and home

remodeling shows such as HGTV and the Food Network. In addition to television, ads can also

be displayed on billboards, run in cooking magazines as well as in the web and on social media

sites such as Facebook.

Direct marketing is another tool that will be used. This method is more personalized than

general advertising and tends to be more customized. This method allows marketers to

communicate directly with customers through phone calls, text messaging, emails, fliers, catalog

distribution, promotional letters and targeted television campaigns. This method will require

some form of a customer list whether it is obtained through searches on the internet or customer

names obtained from magazine subscriptions, kitchen store email lists or names and addresses

purchased from a marketing firm. By targeting interested parties, the goal is to reach potential

customers who are genuinely interested in this type of product. Once a relationship is

established, this is a great method to use to keep potential customers informed of future

announcements as well as new product releases and any promotions.

The last and probably most important is personal selling. The other methods are great

ways to get customers in the store and interested, but personal selling can really aid in making

the sale. Personal selling allows for interaction between a salesman and a customer, therefore,

22
the salesman must be well-trained and knowledgeable. By having face to face interaction, one

can highlight the feature, demonstrates features and discuss the benefits of our product. This

method also allows a potential customer an opportunity to ask questions about the product and to

get immediate answers. Face to face interaction is great because it provides for great customer

service which is very important to most people. This method will be used in the many stores such

as the Apple Store, BestBuy, Home Depot, Lowe's or any store front where the refrigerator is

sold.

Media Mix Promotional Tools

The media mix Apple will use to promote the smart home household appliances will be

television commercials, Instagram Ads, and Email Campaigns. Apple will promote this product

through television commercials right as the product is launched to the public. Angelina Jolie will

be featured in the add, while demonstrating the product in a homestyle environment. This will

grab the attention of the consumers and influence them to purchase the item. Instagram Ads will

be used to grab the younger target audience (25 year olds and up) who mostly use this medium.

These Ads will pop up around prime time when most users are on. There will be a link added on

the Apple Instagram Ad to direct the user to the Apple website, boosting traffic to the site. Using

Instagram will help to grow the Apple audience. Email campaigns is a great way to reach the

entire target audience. Users who have purchased an Apple product and are signed up for emails

already will automatically be sent an email right as the product is released to the public. The

email will showcase a photo of the fridge and an opening line referring to the customers name to

23
be personable. The email would be sent out after 8pm, which is around the time of day that

receives the best open rate.

Product Spokesperson

To promote Apple’s repositioning of the brand, Angelina Jolie will serve as a

spokesperson to represent the smart household appliances. Jolie will best fit as a spokesperson

because she is a mother of six children, fits within the IMC target market age group, and

influences consumers to endorse the household products with her celebrity influence, and

relatability to other mothers. Jolie’s relatability will promote the product to families that strive

to have the most current smart household appliances. Negative associations that could come

from having Angelina Jolie as a spokesperson may include, personal opinions consumers may

have about the celebrity, and poor social decision the celebrity could make affecting Apple

negatively. Angelina Jolie isn’t currently representing too many products, making her a better

spokesperson for Apple. To have Angelina Jolie as a spokesperson will cost approximately $15

million dollars. To promote the campaign Angelina Jolie will use the IMC media mix tools that

Apple will use to promote the smart household appliances.

Creative Strategy

Apple promotes connectivity throughout all mobile home devices. When introducing the

new Apple Refrigerator, it is important to highlight this connectivity and to help the consumer

understand how choosing an Apple product is more of a lifestyle move instead of just buying the

next appliance for the household. And in order to guide the consumer in that direction, they have

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to associate connectivity with the refrigerator, which usually is not a very common appliance

with Smart Technology access. The Apple refrigerator revolves around connectivity because it

allows the consumer to control their appliance through their smartphone with just one touch.

This connectivity unifies all of the appliances together. Apple ads are often kept at a minimal and

avoiding clutter. The wording on Apple ads are very short and easy to follow, allowing the

consumer to understand quickly what Apple is trying to communicate. A short and simple ad

directs a company towards a successful advertisement.

IMC Execution Style

A print advertisement is the best media platform to introduce the Apple household

appliance line. Through print advertisements the message will be simple and understandable. The

targeted demographic will be reached when used in specific magazines. This is also beneficial

because it will not reach such a large audience as opposed to a TV commercial. Using a print

advertisement to introduce a new line will allow Apple to test the waters and measure people’s

attitudes towards the new product line. This is also a cheaper option and positive feedback will

result in more advertisements such as more print ads and an eventual tv commercial. The Apple

smart refrigerator will be advertised on a simple sleek page that emphasizes the product. This ad

will be similar to most Apple advertisements, which let Apple’s brand identity speak for itself.

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