For a long time, products from Apple were not highlighted in advertisements in France. The launch of its new product, the MacBook Air, enabled the brand to connect to the people in France again. Billed as the world's thinnest computer, the MacBook Air has helped Apple in rebuilding its brand name. Apple is trying to strengthen its corporate image in France. The brand has partnered with young creative talent to reach out to young people. An advertisement that was recently filmed, shows the new Apple computer being fit inside an envelope. The idea that Apple wants to convey through this advertisement is that the new computer is small, simple and user friendly.
In general, Apple is known worldwide for its ability to sell its products to teenagers. The main reason for this popularity stems from the fact that Apple designs products tailored to the needs of young people, such as with the iPhone or iPod. The brand launched original and personal products, leaving the choice to customers to customize as they wish (with shells, the choice of colors). These are elements that are important to youth.
Apple has managed to create a real community around its products. Word-of-mouth communication is very effective regarding Apple products.
Tags: Apple's Marketing Strategy, iPhone, iPad, MacBook Air
[...] Apple is trying to strengthen its corporate image at the forefront of technology of France. The brand recently had partnered with a young artist to reach to young people. A TV commercial was shot featuring the computer being able to fit in an envelope. The idea that Apple wants to convey through this advertisement is that the new computer is simple, small and user friendly. Broadcasting the commercial: The commercial was first aired on the website of the brand. Later it was seen on television, Canal + and other DTT channels. [...]
[...] Here, Apple is trying to attract fans especially for its new products. They try to get new enthusiasts of all kinds to their products. The advertising focuses on the practical side of the computer, its design, not on technology. ⎫ One objective the Apple Internet marketing created was to establish what Buzz is. In its ads, Apple often focuses on the choice and not on the technical characteristics the products offer. The brand prefers to focus on aesthetics, design, and strengthens each time the image of Apple, showcasing the youthful and innovative nature of the products. [...]
[...] It is difficult to give figures for Apple's marketing strategy. We know that the average business growth is around annually in Europe. Hypothesize: Apple wants to maintain this growth in the sector. This is made possible by its ability to retain customers. When adopting a Mac, there are a few customers who return to Windows. Due to its sale price being more expensive, the market share of the brand is not very high, but won a customer is a customer retained for the brand. [...]
[...] ).These are elements that are important to youth. Apple has succeeded in creating a true community around its products. Word- of-mouth is very fast on Apple products. Information is disseminated on the market in depth, through this network. The Buzz is the strategy used by the Apple group. When word-of-mouth was launched, the brand reduced its maximum costs associated with advertising and allowed to spread publicity and took the maximum advantage of it. Stick on the example of Mac Book Air. [...]
[...] These newspapers, as the expansion have published numerous articles on the subject. This is part of Buzz created by Apple. • Poster campaign: Apple saw the big picture, and has launched a poster campaign in most French cities, keeping the spirit and the colors used in the TV spot. Bibliography • "MacBook Air, Apple's computer booster," Le Figaro, 23/01/2008 • "Apple MacBook Air", Apple.com • "What can we expect the MacBook Air?" Mac Generation, 13/02/2008 • "MacBook Air, as the computer is the world's thinnest? [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
