Apple Marketing Plan

Introduction:

The Apple Company is launching a new fall campaign titled, “The Big Apple!” to promote the sales of its new laptop computer, the Mac Book Pro. Featuring the campaign in New York City, Apple stores will be selling the new MacBook Pro laptops with three new cover designs. Known for its simplicity in computer design, Apple expects to ‘wow’ audiences with a departure from the usual look and a venture into new creative territory. Aimed at (but not limited to) the creative personalities that make up fast-paced and glamorous New York City, the campaign is expected to be a big success.

The campaign will consist of a city-wide contest where applicants can design a cover that involves some of the elements that represent New York City and then send their idea in to Apple. The judges will then pick one of the designs to be featured alongside the two other covers which will be created by two different icons in New York city which Apple will have personally picked. One will be an up-and-coming designer, the other an artist. By doing this, Apple creates a connection between the people in the city, the culture, and their own brand. The campaign will run from September through till December, during which time the contest will be held, the designs finalized, and the new Mac Books will be available for purchase.

Target Audience/Market:

In terms of the target audience that Apple is looking to focus on with their campaign, there are a few demographics that the company would like to adhere to:

• males and females of all ethnicities and races with an age range from 15-50

• creative, personable individuals who feel they represent the dynamic lifestyle of New York

• individuals within the higher-income bracket

• computer-savvy persons (no other platform offers as many entry level applications)

• professionals in media and design

• previous and new Apple consumers

• students

While there are no actual statistic available on the internet to show the...