An IMC plan for iPhone in India

Kanhaiya Kumar 320

Varun Kumar 322
Ravi Anand 350
Madhu Kumar 358
Deepak Kumar 425

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 The feature heavy iPhone
High Technology
Phone Internet * Multi-Touch
* Calls iPod * Safari * OS X
* SMS * Music * Mail * Wireless
* Voicemail * Video * Maps * Accelerometer
* Photos * Wi-Fi Store * Widgets * Proximity
* Ringtones * YouTube Sensor
 iPhone: Approach in India

Skim Strategy instead of Penetration

Licensed 2 Service Providers - Airtel and Vodafone

Marketing Communication was left to the two licensees

Service providers decided to sell the handset only at their outlets

Lock – in clause

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 The iPhone IMC Campaign
Airtel ran commercials outsourced from Apple for four weeks on a few TV channels

●
A round of print advertisements on the launch date
●
A few billboards in key cities

Insets were sent to the consumers along with the bills

What did the consumer see?

No Communication to make it seem Aspirational

Airtel spent only around Rs 3-4 crore on iPhone’s advertising.

On average, they spend around Rs14-15 crore on their new launches

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iPhone in Print

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iPhone in BTL

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 Reasons for Failure
Ambiguous Price Communication

Unable to create Buzz

Campaigns focused on Airtel & Vodafone – not iPhone

No Communication of “Aspiration or Exclusivity”

Weak PR

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 The failure stages

Stages AIDA Hierarchy of Innovation Information

model effects model adoption processing
model model
Cognitive Attention Awareness Awareness Presentation
stage Knowledge Attention
Comprehension

Affective Interest Liking Interest Yielding

stage Desire Preference Evaluation Retention
Conviction

Behavioural Trial
stage Action Purchase Adoption Behaviour

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 Redesigned IMC Campaign: TG

Primary

●
Middle/Upper class Professionals to help them with their busy schedules and communicate with family & friends

Secondary

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College Students who need portable multi-functional devices

Business target

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Mid to high size corporations that need their employees available for communication

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 The Positioning

Aspiration Product

●
Communication
●
Multimedia
●
The web
●
Widgets

Friendly

One Stop Solution

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A relook at the IMC strategy
IMC
Interacti
ve tools

Low
control
Adverti
messages sing

Public
Sales
Relations/
Publicity
Promotion

Direct
Marketing
 IMC: Key features
One voice, one message, one strategy
●
Skimming vs Penetration

Need to set the objective right

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Concentrated Promotion
●
Reach the TG from all the avenues
●
Involve the customer
●
Create the buzz

Launch
●
Press Release communicating how the price in India in effect is similar vis-à-vis the rest of the world

Price communication
●
PR should be directly handled by Apple

PR
●
iPhone should be the figure and Vodafone/Airtel could be the ground

No Brand Dilution

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 The Media Plan

Teaser – Print / TV / Internet/Outdoor

Awareness – Billboards/Print/TV/Internet/Radio

Launch – BTL / Print/TV/Internet

Attribute – TV / Print/ Internet/Radio

PR

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 The IMC timeline
Component Longevity
Teaser 7days
Awareness Campaign 14days
Launch 1 days
Attribute Campaign 150days
Public Relations 7days

0 5 10 15 20 25 30 35 40 ….

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The Teaser Campaign: Print

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The Teaser Campaign: TVC

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The Awareness Campaign: Print

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The Awareness Campaign: TVC

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Outdoor media

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Direct Marketing

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The Attribute Campaign: TVC

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 Internet

Websites

Blogs

Discussion forums

Online games…

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Apple on Facebook

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Consumer Sales Promotion Tools
Consumer
sales
promotion

Contest &
Customer
ranking

iPhone
Demos merchandi
zing

iPhone
accessories

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Trade Sales Promotion Tools

Trade sales
promotion

Cooperative
advertising

Demos

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Thank You…

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