· To achieve the highest share on the PC market musical players market.
· To achieve the highest customer satisfaction.
· To decrease environmental impact by cutting the waste from production and packaging by as much as possible.
· To provide products, services and solutions of the highest quality and deliver more value to our customers that earns their respect and loyalty.
· To achieve sufficient profit to finance our company growth, create value for our shareholders and provide the resources we need to achieve our other corporate objectives.
· To view change in the market as an opportunity to grow; to use our profits and our ability to develop and produce innovative products, services and solutions that satisfy emerging customer needs.
· To grow by continually providing useful and significant products, services and solutions to markets we already serve and to expand into new areas that build on our technologies, competencies and customer interests.
Aims and objectives of my planned promotional strategy
The initial objectives of my planned promotional strategy for Apple were to create awareness of the Apple and its products and to introduce a new method of promoting new Apple noise-cancelling headphones on the airplane by firstly showing an advert in the in-flight magazines that are built in the seats of the airplanes, as well as give the headphones out to the passengers to rent and try when watching a movie or listening to the music on the airplane. The main aims were that it would effectively allow to show the main features of the product to all potential customers, promote the image and popularity of the Apple brand, and allow people to actually try the new headphones on and experience all of the advantages of using them, as well as increase awareness of the brand.
One of the reasons why my proposal would perfectly fit with the company’s objectives is because it is also suggesting to use new methods of promotion, that have not been previously used by Apple before and view growth in the market for noise-cancelling headphones as an opportunity to grow. In addition to this, Apple has large promotional budgets, one of the firms with the highest quality and customer satisfaction, and due to the fact that my promotional strategy is going to be relatively cheap, in comparison to some other methods of promotion, it also makes it appropriate for Apple.
Firstly, I’m going to discuss all strengths and weaknesses of my first method of promotion which involves giving out the headphones to try to the passengers.
The main strengths of this method of promotion are:
It allows people to try the new product and experience the noise-cancelling technology, unlike some other forms of promotion such as advertising on a TV, because you cannot touch the product and actually use by just looking at the advert in the magazine or TV, which should effectively encourage people to buy new Apple noise-cancelling headphones, making my method of promotion effective.
It helps to identify how comfortable the Apple headphones might be in comparison to the other headphones that are normally given out to passengers on the airplane to listen to the music or watch movies, or any other headphones that might be used by the passengers. However, there could be some difficulties with this, because it might be hard to get and monitor the feedback from those people who have tried on the airplane, because there won’t be any staff working for Apple, and it might be difficult to convince the on-board staff such as cabin crews to ask the people whether they’ve liked the headphones or not, or alternatively ask them to give out shirt questionnaires to the passengers and ask them to answer few questions, which might also take up quite a lot of time, and the questionnaire will have to be designed in the way so that it looks encouraging to fill in, and is easy to answer. Another possible option, is that if people fill in the small questionnaire and provide me some feedback, they will be given a discount on the headphones or a voucher, which they can spend on another Apple product or download music from iTunes website.
It may also encourage people to buy new Apple headphones directly from the duty free on the airplane.
There’s a captive audience on the airplane, because most people, especially on the long-haul flights are likely to be on the plane from 4 to 8 hours, which increases the effectiveness of my promotion, because people might get bored and try new Apple noise-cancelling headphones or alternatively read an in-flight magazine, where my second type of promotion- new Apple noise-cancelling headphones advert, will be involved.
Many people, when they fly want some piece and quiet, however it’s usually very noisy due to other people talking and the sound of jet engine. With the noise-cancelling headphones, people will be more likely to rent them or buy them, in order to enjoy watching their film or simply listening to the music, without distraction. This would potentially increase the chance of people buying my product and my promotion succeeding.
It might effectively increase brand loyalty for Apple, because people will realize how comfortable and reliable Apple noise-cancelling headphones might be in comparison to some other noise-cancelling headphones such as Bose and Sony available on the market.
It is an original method of promotion, because according to my research, on other companies and especially the ones producing noise-cancelling headphones, ever tried to give out the samples of their product to people to try on the plane and see whether they like it, before they can buy. In most cases before, an airplane passenger was only allowed to look at the product before he/she buys it on the airplane, if he or she found it in the magazine, however, it never hasn’t been pointed out by the cabin crew or actually given out to all passengers to try on.
In terms of quality of communication, it is relatively high, because not only the passenger is told about the products and its characteristics, but allowed to experience it himself. This also makes the advert more understandable for the person on the board, because there’s no hidden information unlike in some adverts to encourage more attention. The advert is made as clear as possible. In addition to this, communication is likely to be effective, because according to my secondary research, obtained from the IMM-International’s website-