APPLEMARKETINGCOMMUNICATIONPLANContentsExecutiveSummary..................................................................................................................3SituationAnalysis......................................................................................................................3Companyanalysis.............................................................................................................3Competitoranalysis..........................................................................................................3Consumeranalysis............................................................................................................4Marketanalysis.................................................................................................................4Productanalysis................................................................................................................5Problemsandopportunities.............................................................................................5TargetMarketProfile................................................................................................................6Objectives.................................................................................................................................7Marketingobjectives........................................................................................................7Communicationobjectives...............................................................................................8Advertisingobjectives.......................................................................................................8MarketingCommunicationStrategy.........................................................................................8Advertisingstrategy..........................................................................................................8MediaStrategy.................................................................................................................9Salepromotionstrategy.................................................................................................11PublicRelationStrategy..................................................................................................12Directmarketingstrategy...............................................................................................14Othermarketingstrategies.............................................................................................14CampaignEvaluation..............................................................................................................14Budget....................................................................................................................................15Appendix.................................................................................................................................15ExecutiveSummaryAppleCompanyhaschangedtheelectronicproducts’world.WhenthecustomerspurchasingtheAppleproducts,asidepartfromthefunctionofproductsthemselves,whatdotheycareaboutthemost?It’s“APPLE”,thebranditself.China,asthebiggestmarketoftheworld,howcouldAppleCompanyfurtherstepinit?ThisisanintegratedmarketingcommunicationplantodevelopAppleCompany’sbrandinChina.Whilecon...
