Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs Dell - Essay Example

Download file to see previous pages Finally a set of recommendation has been provide to Dell to make it achieve it the desired market position and compete with brands like HP and Apple. Contents Executive Summary 2 Contents 3 Introduction 4 Market Review 5 Literature Review 8 Critical Analysis and Discussion  10 Conclusions and Recommendation 13 14 14 Reference 15 Introduction Marketing communication is one of the most important tools used by organisations in promoting its product to the target customers. All firms tend to employ marketing communication to a certain degree as per the requirements and can be directed towards the consumers in day to day consumption activities or even on the customers of other business. Organisations over the years have handled sales promotion, advertising, point of purchase and other forms of communication as separate practise as different units in organisation tends to specialise in various aspect of marketing communication like advertising or public relation or promotion and others. Marketing is all about satisfying the needs and demand of the customers but the real key with respect to IMC is controlling and influencing the messages sent by to the target market. One important task of organisation is to create and nourish the stakeholders along with the profitable customers who are likely to contribute to long term profit. IMC includes planning to deliver a consistent message to the target customer. Effective IMC tends to encourage strong customer relationship but it takes place through effective planning to develop integrated communication program. Strategies which are used in order to build strong relationship with the target customers is an effective part of marketing plan and marketing communication should support the plan (Percy, 2012, p. 8). As stated earlier all organisation needs to perform communication program in order to attract the target market, similarly the project talks about the marketing communication strategy undertaken by two major laptop manufactures, Apple and Dell. Apple is among the most popular brand and known for its innovation and creativity. With its iPhones launched into the market, Apple has captured a majority of market share both in case of laptops and iPhones but due to its popularity consumers tends to prefer Apple product. Thus based on it the following research objectives has been set, Research Objectives To determine the slogans and marketing messages adopted by Apple To determine the type of media and marketing campaigns used to attract consumers To understand the brand image projected by Apple in comparison to Dell Market Review It has been analysed that the global economic turmoil has had a major impact on the PC market and tends to remain weak which has led to the launch of windows 8. Global shipment was estimated to be 207million indicating a growth rate of only 2.1% in 2011. Thus the breakdown in the shipment of notebook sector is expected to b in the ratio of 47:53 in the first and second half of the year. The penetration rate with respect to ultra book is expected to account for less than 5% in the fourth quarter while touch screen and notebook are estimated to account for even less than 1% of global shipments. Notebook with SSD factor is estimated to account for 7.1% but about 70% of the shipments are to be contributed by Apple and its product ...Download file to see next pagesRead More