Marketing plan for Apple Airpods

Adrien C.

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Marketing plan for Apple Airpods

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Themes

Marketing plan Apple, Airpods, consumer behavior, technlogy, shopping experience, target audience, buyer persona, product strategy, price strategy, promotion, payment methods, communication, distribution, street marketing, social networks

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Abstract
Contents
Extract

Abstract

The general objective set out in the marketing plan is to launch a personalized Apple product to meet the new demands and behaviors of the most demanding consumers. The aim is to encourage a new way for consumers to have greater value and motivation to buy from the brand through a new link that allows them to supply the uniqueness of the product together with the highest and most sophisticated technology with a shopping experience that suits them.

Objectives and target audience
Buyer Persona
Strategy
1. Strategic plan
2. Product Strategy
3. Price Strategy
4. Distribution Strategy
Communication Strategy
1. Street Marketing Campaign
2. Display advertising campaign: Banners
3. Social Networking Campaign
4. Product Placement Campaign on YouTube
5. Direct Marketing Campaign: Mailing
Budget
1. Product
2. Price
3. Campaign
4. Distribution
Calendar and Control
1. Action Calendar
2. Control of the Plan
3. Contingency Plan

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Extract

[...] Therefore, the aim is to launch a unique product with new technical features and, above all, one that stands out for its customizable design. For this purpose units of classic Airpods must be available and a painting and engraving phase must be included in the production according to the consumer's preferences. The clients through the page Web, in a special section of Airpods will have the option to personalize its Airpods being able to choose the color, to add drawings or prints and to record as many phrases as possible, dedication or names that prefer in him. [...]

[...] With regard to the management of social networks, you will get a community manager, or account manager, who will be responsible for maintaining and flooding the different platforms with content, this will be paid around 40,000 euros per month. Finally, regarding the cost of producing digital content, an expense of 1500 euros is budgeted for the month, since different strategies will be incurred to generate good content and impact on the followers of the different platforms. The total for the social media campaign: 130,000 euros YouTube Tutorial For the composition of the promotional video, we will need to cover pre-production services, in which we include the concept and creativity, script and storyboard. [...]

[...] All will be integrated, static and with direct links to the official Apple website. Social Networking Campaign Publications The aim is to use Apple's accounts on Instagram, Facebook and Twitter to produce creative publications on a monthly basis throughout the year in which it will contain advice, recommendations for unique and artistic designs for an AirPod, encouraging creativity in the product and raising awareness of the brand and the product generated as its own content within the brand's accounts. Own elaboration Advertising Advertisements will be incorporated into the different Social Media such as Instagram, Facebook and Twitter, encouraging participation in the design of their Airpods, making the brand and product known in which it will be promoted with a landing page which is a direct link that redirects the user to the Apple page to personalize their Airpod. [...]

[...] In this way, customers are able to have an experience with the brand according to their needs and tastes and to experiment with Apple products in a technological way. Communication Strategy In order to make a good impact and to spread the message to the public in an optimal way to attract their attention and participation, we will use several media. Street Marketing Campaign This action will consist of installing photographs of the AirPods at bus stops in the places of Retiro, Callao and Gran Via in the month of July for the promotion and presentation of the product to the target customer. [...]

[...] We also need a small team of three people for the audiovisual production. In addition, in postproduction we will carry out the edition, sound mixing, color adjustments and special effects. For all these actions, we will need to make an investment of approximately 30,000 euros. Display advertising and direct marketing Apple for each selected banner has a cost of 65 Euro, being a total of 12.000 Euro as we have a set of websites where we want to position each banner. [...]

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