Business Studies

The purpose of this assignment is to utilize what has been learned about the consumer decision-making process for the brand and its targeted consumers to make recommendations for marketing and communication strategies that will increase sales and profits for the brand.

Part 1

Continuing in the role of a marketing professional who has been tasked with using the study of consumer behavior to develop and effective marketing and communication strategy for a client, consider all of the brand research you have completed in previous assignments as well as what you have learned about the consumer decision-making process. Create a client-centered PowerPoint presentation (10-12 slides) that addresses the following.

Provide a brand summary based on the Topic 1 assignment research.
Describe the brand target market based on the Topic 3 assignment research.
Discuss consumer response to the current marketing communications and provide examples of these strategies.
Summarize brand influencers and describe how they affect the consumer decision-making process. Include examples of these influences.
Discuss how marketers have applied the diffusion of innovation model to their marketing communications for the brand.
Discuss the brand’s marketing and communication strategy as it relates to ethics and the principles of conscious capitalism. Would you consider the brand’s messaging ethical? Does the brand implement principles of conscious capitalism? Could the brand potentially improve its messaging by focusing more on either of these? Why?
Using your evaluation of the internal and external factors that affect consumer buying behavior and your knowledge of the consumer decision-making process, summarize how the brand’s target consumers make the decision to buy the product. (C. 5.2)
Make two or three recommendations for marketing and communication strategies the brand could employ to increase sales and profits for the target market. Justify your recommendations with specific reasons, facts, and examples from your research and the course materials.

Part Two is loom video please make a paper I can use to complete showing the powerpoint

ANSWER

APPLE BRAND

A brand is a type of product or service that has a particular name and is manufactured by a particular company. Apple brand is one of the most successful brands in the world that deals more with mobile devices (Roscoe, 2013, December). Market segmentation is the process of dividing the target market into groups based on common characteristics. The purpose of market segmentation is to meet the needs of the customer by providing their preferences. We have various types of segmentation associated with the Apple Brand.

• Demographic Segmentation which targets customers using the basic information such as age, gender, income level, education and occupation. For example the Apple brand targets both genders, the high earners and those in high occupations like the executives and professionals.
• Behavioural Segmentation here a brand will focus on how customers either through purchasing and spending on the brand. The Apple Brand focuses on the degree of loyalty of their customers, those with an ambitious personality and the user status that is the non-users and the potential users.
• Geographic Segmentation; here a brand checks the area where it is rural or urban, cold or warm and decides where to focus their efforts in.Apple brand focuses its market effort on the urban areas and targets people aged between 18-45 years.
• Psychographic Segmentation; The Apple brand focuses on the middle and upper classes, and those with aspiring, succeeding and exploring lifestyle.

The Apple Brand fulfils the need for mobility in that a customer is able to use an apple product anywhere and always have a good connection. Need for flexibility in that one can use it the way they want and need for reliability in that one can rely on the apple product to work at all times. The Apple Brand has also made sure their products are available in retail shops around the world making it easier for one to possess one. The Apple Brand is consistent, its products are easy to use and always offer great customer service.

The primary motivation for the Apple Brand that makes the consumers buy their products is the functionality and usability. Apple products usually work well and are easy to use meaning their devices are of good quality. The Apple Brand Advertisements shows how the brand protects ones privacy (https://youtu.be/8w4qPUSG17Y).The Apple Brand also does adverts showing its features to the target audience and showing how easy it is to use their devices (https://youtu.be/XKfgdkcIUxw).Other advert shows the extra features the products have (https://youtu.be/MMdQ-gWBNZE)

The consumer personality is the inner characteristics of a person which include their traits, attitude and mannerism. The role of the consumer personality is to influence the consumer’s choice in a product. The Consumer personality has a great influence on the Apple Brand. The personality influences the purchasing of apple products through the social comparison which has made Apple to become more socially desirable compared to alternative brands, uniqueness in that its consumers want to be differentiate from other brands like the Android brand and quality consciousness where consumers believe that the Apple Brand has the best quality products hence the purchases are high.

In conclusion, for a brand to be strong and successful it needs to be consistent in providing quality products and services and making continuous market effort.

References

Montgomerie, J., & Roscoe, S. (2013, December). Owning the consumer—Getting to the core of the Apple business model. In Accounting Forum (Vol. 37, No. 4, pp. 290-299). No longer published by Elsevier.