Integrated Marketing Communication Project - Essay Example

Software packages like SIEBEL and others are being used by the organizations in this regard. The present section would analyse the customer relationship management techniques employed by Apple Inc to maintaining relationships with their existing customers and to increase their loyalty towards he brand. Loyalty Programs of Apple Customer loyalty programs at Apple largely focus upon creating a unique image of the product in the minds of the customers. In this regard Apple focuses upon its mass appeal and its immense brand image to foster a spirit of loyalty among the customers.

The podcasts programs initiated by the company also is a step towards using the internet technology as a means of inculcating loyalty and a mutual and cordial relationship with the customers that helps induce repeat purchases. There are many value added offering with products like Mac that includes software packages for the repeat customers (Kotler, 2010, p.168, 169). Apple does not believe in a traditional reward program in which organizations provide price rebates, discounts and other offers.

However the company tries to gain loyalty of the customers by virtue of its positioning as an innovative and a ‘cool’ product that is perhaps unmatched by any of its competitors in the market. The company has however harnessed the benefits of the online channel to gain loyalty of the customers. The App store launched by the company is an important step towards maintaining a close and cordial relationship with the customers of the organizations in an attempt to ensure customer loyalty. The company hosts web forums and other discussions for the existing customers of the company.

These also include rewards for repeat purchases including price discounts as well as add on services that tend to increase the value offering of the organizations and its products to the prospective customers of the organization (Franzen & Moriarty, 2008, p.335-336). Apple also uses CRM software packages like Heap CRM that have been developed by the company management itself. However the company does not rely heavily on aspects of data mining and most of its loyalty programs are based on its product strategy and integrated marketing communication rather than aspects of data mining.

The company believes that by providing unique and innovative product design and attractive features would largely help it to retain its existing customers as the new products would always have a ‘wow’ factor that would automatically attract customers. In addition the company also believes that by using the media channels it can creates hype for its products before the launch that would automatically draw customers. This strategy has been very successful till date that can be reflected by the popularity of the products during the launch date.

The launch of Apple’s product makes it resemble like an annual festival that draws the attraction of the customers worldwide (Apple, 2011). However the company lays strong emphasis in not only maintaining a cordial relationship with the customers but also goes about maintaining a cordial and a mutually beneficial relationship with the suppliers who also form a part of the core stakeholders of the organization. Apple lays strict quality standards for its suppliers and also accepts only those