Selecta Current Product IPhone 6 And Pitch A New Integrated

Selecta Current Product Iphone 6 And Pitch A New Integrated Marketi

Selecta current product (iPhone 6), and pitch a new Integrated Marketing Communication plan (IMC) to your client. Create a Microsoft PowerPoint presentation of 8-10 slides that includes the following components: Identify considerations to build and maintain brand and customer loyalty. Create a print ad and a video broadcast for the product featuring your new strategy (YouTube™, video, or PowerPoint storyboard is acceptable).

Paper For Above instruction

Introduction

The Apple iPhone 6, launched in September 2014, marked a significant milestone in the company's smartphone lineup, distinguished by its larger display, improved performance, and sleek design. Despite its age, the iPhone 6 remains relevant in certain markets, particularly in regions with budget-conscious consumers or areas where refurbished or used models are prevalent. This paper aims to develop a comprehensive Integrated Marketing Communication (IMC) plan to revitalize the iPhone 6's market presence through strategic branding efforts, customer loyalty initiatives, and compelling advertising campaigns, including print and video advertisements.

Understanding the Current Product and Market Environment

The iPhone 6 was notable for its 4.7-inch display and introduction of Apple Pay, contributing to its popularity. However, with newer models such as the iPhone SE, 11, 12, and beyond, the iPhone 6 has become outdated in terms of features, hardware, and software support. Nonetheless, its affordability via refurbs or second-hand markets presents opportunities for targeted marketing strategies.

In the current competitive landscape, consumer preferences shift towards features like advanced cameras, 5G connectivity, and enhanced processing power. Despite this, there's a significant market for entry-level smartphones that are reliable and cost-effective, especially in emerging economies. The challenge lies in repositioning the aging model to appeal to price-sensitive consumers without undermining the premium brand image of Apple.

Developing the New IMC Strategy

The new IMC plan for the iPhone 6 will focus on emphasizing value, reliability, and the seamless Apple ecosystem experience. It will target consumers seeking an affordable yet trustworthy smartphone option, including students, first-time smartphone buyers, and budget-conscious users in emerging markets.

The core elements of the strategy will include:

- Consistent messaging across channels highlighting affordability and quality.

- Emphasizing the compatibility of the iPhone 6 with existing Apple products and services, ensuring brand loyalty.

- Personalization and localized content to connect emotionally with diverse audiences.

- Loyalty programs and trade-in offers to incentivize upgrades and repeat purchases.

- Use of digital platforms for targeted advertising and retargeting campaigns.

Brand and Customer Loyalty Considerations

Building and maintaining brand loyalty in this context requires careful attention to several factors:

- Ensuring product quality and reliable performance to foster trust.

- Providing excellent customer service, including warranty and tech support.

- Engaging customers through personalized communication and community-building initiatives.

- Introducing trade-in schemes to encourage repeat customers and upgrade pathways.

- Leveraging the Apple ecosystem, such as iCloud and App Store benefits, to lock in users and enhance their experience.

- Maintaining brand consistency despite positioning the iPhone 6 at an entry-level price point to uphold Apple's premium image.

Moreover, digital reviews, social proof, and user testimonials can significantly influence loyalty, especially when emphasizing value for money.

Advertising Campaigns: Print and Video

The visual advertising components will center around the core messaging of affordability, dependability, and seamless integration with the Apple ecosystem.

Print Ad Concept:

A clean, minimalist layout showcasing the iPhone 6 in everyday scenarios—students studying, families sharing moments, professionals commuting—with the headline: "The Trusted Apple Experience, Now More Affordable." The copy emphasizes durability, ease of use, and ecosystem benefits, complemented by a promotional offer for trade-ins.

Video Broadcast Concept:

A 60-second storyboarding video illustrating diverse users seamlessly integrating the iPhone 6 into their daily lives. The narrative emphasizes how the device fits into various lifestyles—students capturing notes, seniors staying connected—with voiceover: "Affordable. Reliable. Part of your world." The call-to-action encourages viewers to visit local stores or online platforms for special offers, emphasizing trade-in discounts and ecosystem connectivity.

Conclusion

The revitalization of the iPhone 6 through a well-crafted IMC strategy leverages its affordability and reliability while aligning with Apple's brand values. Emphasizing personalization, loyalty programs, and targeted advertising ensures sustained engagement, fostering long-term customer loyalty. The print and video advertisements serve as compelling touchpoints to communicate this refreshed value proposition effectively.

References

• Apple Inc. (2014). iPhone 6 - Technical Specifications. Apple. https://www.apple.com
• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
• Fill, C. (2013). Marketing Communications: Interactivity, Communities, and Content. Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page.
• Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction. Pearson.
• Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic Brand Management. Oxford University Press.
• Shimp, T. A. (2010). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Cengage Learning.
• Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online Engagement. Kogan Page.