How would you advise the Apple Marketing team in terms of its integrated marketi

Question

How would you advise the Apple Marketing team in terms of its integrated marketing Communications?

Class Presentation of mini case study in Week 3: Question Seventeen Marketing Week (23"d February) -Apple's Maps app Apple CEO Tim Cook has taken the surprising move of apologizing for the "frustration experienced by customers using it Maps services and encouraging users to download alternatives from rivals such as Google, Microsoft and Nokia while it improves the app. k after Apple launched the new maps app in iOS6, navigation was inaccurate and that it was Cook's admission comes little than a wee which prompted complaints from users alleging its ridden with bugs. More than 100 million iPhone and iPad uses have upgraded to the new version to date, according to Cook many of which will have solely on the app for their mapping needs Earlier this week, company's own mapping application instead of replacing it with an own-branded app when it Google's chairman Eric Schmidt said "Apple should have stuck with its

Explanation / Answer

Integrated marketing communication (IMC) is the strategy used by the organizations to brand and create awareness about their product or service. There are basically 6 critical elements in an IMC:

Sales forms an integrated part of the company’s marketing communication mix. Sales promotion is a customer pull technique in which the companies try to pull the customers towards its product or service. It is an effective tool for communication mix as the expenses involved in implementing sales promotion is minimal.

In current scenario, e-commerce and online shopping has become a trend. Sales promotion is an effective and preferred communication tool used in e-commerce and online shopping sector. Every now and then, companies offer discounts, sale or deals to pull customers towards its products. Apple can capitalize on the sales promotions campaigns to increase the overall sales of the company’s products. For Apple Maps, the sales promotion can revolve around the benefits and the distinct features of the product.

Tim Cook apologizing to the consumers on a public platform capitalized on the PR dimension of IMC. The company must release the changes being incorporated to make the maps more useful for the consumers. This way the consumers feel connected with the company and their trust increases manifold seeing the amount of work undertaken by the company to improve its products and solve their pain points. Feedback from the consumers can be taken by the company and the company can release a newsletter stating the ways in which, Apple is working on consumer feedback. This will also help in re-building trust of the buyers in Apple Maps.

Related Questions

Navigate

• Browse (All)
• Browse H
• Subjects

---

---

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.