Apple and Dell Integrated Marketing Communication Mix

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Table of Contents

Introduction
Dell Manufacturers IMC
Apple Inc.
Conclusion
Reference List

Introduction

Integrated Marketing Communication Mix (IMC) is considered as one of the major aspects of communication development over the last two decades. Since its inception, majority of the organizations have considered the technology to be source of key competitive advantages within marketing.

The idea has led to mass marketing where marketers are capable of reaching multiple target audiences at the same time. This led to the creation of retail selling system in the 20^th century. IMC has enabled consumers to gain more information concerning specific products within the market (Lindgreen and Finn, 2005).

The promotional function in most companies was previously based on mass-media advertising. There used to be heavy reliance on advertising agencies in the aspects of marketing communication. Public relations on the other hand was used in the management of organizations publicity and image but were not considered as integral participants within the marketing communication processes.

These functions built barriers which hindered effective marketing and promotional functions since they were managed as separate entities. However, there was growing need of broader marketing communication tools and more strategic integration of the various promotional tools. This led to the formation of IMC which incorporated coordination of the various promotional elements as well as other marketing activities capable of reaching the intended consumers (Fill, 2009).

The kind of communication strategy applied in the market leads to increased productivity. The integrated communication system enables instant sharing of information. Apple and Dell products enable efficient sharing of information based on computer applications. This ultimately reduces total costs and time required in the process of searching and delivery of goods to consumers.

Mobility is enhanced since there are sufficient communication access points and remote users are enabled to directly access security-enhanced points without any difficulties. The laptops are enhanced with appropriate operating systems and necessary Microsoft services which enables easy business partnerships between organizations. Protection of vital information from various companies is enhanced through servers and data centres. (Holbrook, 2003, pp. 45-61).

Dell Manufacturers IMC

Dell Inc. is one of the top manufacturers of laptops and personal computers. The company is known to apply customer centric business model which enables effective customer service operations. This makes Dell to be considered top company within the Computer Industry especially in the sale of Personal Computers.

The company uses strategic and available information systems to position itself as number one retailer of PCs in the global market. Dell is considered technically versed based on their wide range of IT and network solution services. Their computer services provide satisfaction to various customer needs in every market segment from home to corporate storage servers.

Majority of laptops and computers from Dell provide individual workstations for companies making it possible accomplishment of various tasks based on forms of communication. The company offers through their laptops, affordable infrastructure solutions example being provision of Intel based servers. Dell products outstand in the market despite the available competition since they implement the use of customer direct business strategy.

Dell is recognized as technologically oriented company with most of its core processes operated electronically through e-shops. Theres heavy reliance on online services and web-based communication links. E-marketing services provides Dell with integrated means of reaching consumers and ultimately grants easy means of projecting current and future customer needs and wants within the wider global market (Johnson et al, 2008, 51-59).

Dell offers its consumers the benefit of logging into their website and also calling toll free for the purposes of customizing computers of their own choice.

Also it performs extra services by shipping the goods directly to customers. There are possibilities of customers to price and configure the systems before placing an order and at the same time capable of tracking the manufacturing process until the product reaches the final stage of being transported to respective destinations.

The company designs one product at a time ensuring maintenance of high quality standards and directly selling to customers. Such strategy has enabled the company to reinforce personal relationship with consumers hence effecting efficient solutions towards consumer needs.

The company realizes its competitive advantage based on the business model of bypassing the middleman. Dell saves time and money by excluding retailers within their supply chain and at the same time gets primary information direct from customers. They save on manufacturing many computers which would otherwise demand personal customization aspect.

There is immense ability of utilizing available technology and quick incorporation into the market system. Their production strategy allows for quick implementation of available technology through simple replacement of the current hardware within the customization phase.

Contrary to other competitors the Company has the capability of providing real time adjustments within the industry. Other companies like Apple Inc. has no such capability of quick implementation of technology since most of their computers, with older technology, stay stocked for longer time within the retail stores.

Dells direct business strategy enables efficiency in customer information which assists them in identifying preferable technology. The internal management team is capable of accessing vital information necessary for the analysis of current market trends. The use of direct phone calls as applied by the company ensures direct satisfaction of customer needs, their use of online website contributed towards their success in the international market.

All its market strategies have been centered on internet efficiencies. The company ensures that their website is run by their own products contrary to some companies that sell network devices like Apple Inc. which do not use their own products to run online businesses (Piercy, N 2009).

Utilization of the internet in marketing has enabled Dell to realize various efficiencies related to the internet. At the same time they are capable of selling their products and services without any regional barriers.

Some of the efficiencies related to the internet include; procurement, customer related services and management issues. There is capability of sharing product related information such as quality and at the same time provide necessary inventory and industry leading support systems to customers (Flint et al. 2002).

Apple Inc.

The company manufactures a host of digital products and computers. The company is also involved in providing software services, networking solutions and computer peripherals. Apple Inc. markets its products through many channels such as well-developed online stores, retail stores as well as third-party wholesalers contrary to Dell Company which utilizes more of one distribution.

The companys commitment is focused in providing consumers with best personal computing, mobile communication network as well as provision of portable digital entertainment devices. Their business strategy revolves around designing of unique operating system, hardware, software capable of providing customers with new solutions. Their products are characterized by ease-of-use and seamless integration based on superior innovative designs.

Within their marketing strategy, the company utilizes experienced and knowledgeable salespersons. Such people are used for the purposes of conveying the companys value based on its products and services to customers. They use retail and online stores to directly reach the consumers.

In order to boost its third-party reseller concept, the company places employees strategically at specified locations to enable provision of superior customer services. They believe in delivering efficiency through direct contact with customers. The stores together with the products are designed in a manner capable of simplifying the process of marketing the products and finding necessary solutions (Flint et al. 2002).

Apple Inc. strategies on satisfying the needs of their respective customers focus on improvement of available technology. Most of the potential customers have varied satisfaction levels and needs depending on the solutions required. Consumers normally demand satisfaction based on their preferences making laptop manufacturing companies to apply more innovative techniques.

Within the computer industry different segments carry varied weights based on the kind of communication required hence requires an upgraded IMC. Both Apple and Dell apply almost the same differentiation methods in order to reach their targeted customers. One of the major strategies involves fine-tuning the elements of respective marketing mix capable of selling computer products and services (Fifield, 2007).

Apple bases the volume of their laptop sales on customer value which is linked to the nature of operating system and microprocessor. Previously Apples laptops and iPods dominated the market owing to their portability nature and capability to enable digital player system. Inclusion of the device contributed towards Apples Inc. command of up to 75% of the US market within the last couple of years.

However, the company got equal competition with the launch of similar device from Microsoft. The device known as Zune commanded good percentage of the market compared to Apples computers in terms of features and pricing. This led to reduction in the pricing of Apples products.

Apple Inc. uses its value proposition to command the required customer base. This is since they are capable of identifying most attractive market segments more easily. The competition within the market is attributed to the companys simplicity on integrating vendors and appropriate systems.

Such a strategy appears unique to other competitors such as Dell. Apple computers are capable of running on windows platform enabling easier application of many programs hence source of convenience to customers. Apples business model differs from other competitors within the market making it possible for them to attain high profit margins.

Major differences are noted in the organized supply chain and variety of product lines the company operates, from the sale of applications to upgrade on accessories. However, there is need to focus in the manufacture of third and fourth generation software systems (Ahmed and Rafiq, 2002).

Positioning of brand image within the market forms a good basis for Apple Inc. progress within the market. This has contributed to Apple being considered by consumers as sole leaders in laptop and other computer accessories manufacture. Their system utilizes modern technology and applies available resources in gaining customer base which assists in building the companys brand name.

The company has supplied the market majorly through various retail stores with high quality computer hardware and software products. The nature of their working environment enhances their chances of being trusted by consumers. This can be revealed from the benefits accorded to all employees based on individual performances.

Public relation is one of the vital components of communication mix utilized by the company, and this has ensured that their relationship with consumers is solidified at tertiary level. However, the strength of such relationships lies in the nature of products provided within the market and superiority of their customer services over that of the competitors. Innovative abilities play an important role in granting competitive advantage within the computer industry (Johnson et al, 2008, 51-59).

The focus is on providing efficient products and services to individuals, corporate bodies and organizations. Both companies products can easily be differentiated owing to the brand name appearing not only on the package material but also on the computers and their accessories. This enables assurance and trust on the side of customers who ultimately turn to be loyal clients (Ahmed and Rafiq, 2002).

The value portrayed by these manufacturing companies is examined from the customer centric view based on the nature of market segment served. Consumers are usually attracted towards products based on specific attributes and values. The nature of pricing determines the kind of value attached towards particular consumers.

High pricing is an indication of greater benefits obtained from the products and their accessories. Third-party systems from Apple Inc. provide customers with more useful ways of effective communication and computer operation systems (Barnes et al, 2009).

Enough resources are allocated to marketing related activities since the sector forms the core driver of the companys operations. Such marketing integration incorporates the use of public relations and advertising programs through media. The company performs lots of marketing research for the purposes of ensuring efficient provision of products and good relations between the company and the market. Apple uses media advertising to draw public attention towards uniqueness and quality of their products (Hoopla media, 2008).

The company basically utilizes magazines, newspapers and internet in providing detailed profile of their company including product and service portfolios. However, both Apple Inc. and Dell do not spend much in media advertising owing to expenses involved despite the concepts ability to command significant percentage of the market share.

Display of the various products and services is done within the chain stores enabling extensive attraction of public interest. As discussed, Apple Inc. establishes their stores within the crowded streets (Kotler et al, 2009). Such strategy is efficiently utilized in the process of product launch and at the same time is used in giving product information.

Both companies use several promotional tools for the purposes of creating public awareness concerning their new inventions; Apple Inc. applies this method quite often. Normally, most companies use press release where products are publicized through media art and statement.

This is also done through internet by utilizing the companys websites. Such methods are necessary within the computer industry since they ensure quick understanding and acceptance of the various products supplied (PR Ideas, 2006). The nature of the brand positioning Apple Inc. enjoys within the market assist in commanding good percentage of consumer base.

Strong brand has contributed positively towards profit margin since the organizations value revolves around the nature of its image perception amongst consumers. Stronger brands have the capability of steering the organization towards greater achievements. The marketing team utilizes public relations in conveying companys image amongst consumers.

Image brand of the company has been realigned with the companys core values and consumer preferences. Positioning of Apples Inc. image within the various market segments ensures that consumer minds are captured with the sleek nature of its products. The strength of brand equity is determined by appropriate incorporation of marketing communication tools.

The brand quality of Apple and Dell should incorporate an element of simplicity to enable easy understanding amongst consumers. Such ensures easy penetration of the various products within the international market. Third-party endorsement is used by Apple for the purposes of gaining favor and trust with majority of the consumers. This is since there is belief amongst consumers that such products contain verified positive details.

The concept demands less expenses compared to other components of integrated communication mix. The idea ensures full details concerning Apple Inc. products are revealed to the consumers. This has enabled Apple to win back former customers with majority of the consumers revealing that they do not always have confidence in most of the advertisement message until they prove practically quality of the intended products unless endorsed by third party (Driscoll, 2010).

The use of third-party salespeople ensures that the companys image is maintained through the media. The independence of third-party endorsers also reinforces consumer confidence since the question on companys credibility can better be explained by superior authorities within the market. The concept has engineered completion of transaction processes within the market enhancing provision of complete information (Dean and Biswas, 2001).

On the other hand Dells use of public relations enhances their marketing techniques, hence utilized in the upgrading quality and speed of their search engines within the internet. This has enabled improvement in the sale of their products since the current generation is internet oriented.

Integration of marketing communication within organizations business models enables efficiency in performing strategic tasks (Harris 1998). Marketing communication process involves application of public relations in connecting consumers with the various products and services. Such applications involves use of convincing powers capable of ensuring that consumers have deeper understanding on the nature of products and services provided.

Within its application several marketing tools are incorporated which include; mobile marketing, events and media. Public relations presents as one of the most valuable marketing tool with the capability of impacting consumer responses towards products sold in the marketplace. However, appropriate application of marketing communication tools within the market requires intensive training on the side of marketers so as to avoid fraudulent cases, such as photocopying company products by fake organizations (Dubois et al, 2007).

Conclusion

Apple Inc. appears strong in the market since their use of public relations in advertisement overlooks consumer perceived knowledge about the products. The company breaks the prior notion concerning products which is majorly based on perceptions. The level of quality within products can best be expressed through communication.

This is since the link between consumers and product manufacturers can only be reinforced through information (Duncan 1997). However, advertisement and promotional activities should be considered as crucial part of marketing communication tools capable of reinforcing organizations brand name.

Publication of company products can be done through various options which include mass media channels and internet. However, launching of new innovations should be done in the open media for the purposes of consumer exposure to the products.

Reference List

Ahmed, K. & Rafiq, M. 2002, Internal Marketing tools and concepts for customer Focused management, Heinemann Elsevier, London

Barnes, C., Blake, H. & Pinder, D. 2009, Creating & Delivering your Value Proposition, Kogan Publishers, London

Dean, D. & Biswas, A. 2001, Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Pre-purchase Evaluation of Goods and Services, Journal of Advertising, Vol. 30, no. 1, pp. 41-57

Driscoll, M. 2009, Public Relations and advertising. Web.

Dubois, P., Jolibert, A. & Muhlbacher, H. 2007, Marketing Management a Value Creation Process, Macmillan publishers, London.

Duncan, T. 1997, Integrated marketing communication, Academy of Marketing, Johannesburg.

Fifield, P. 2007, Marketing Strategy: The Difference between Marketing and Markets, (3rd Ed), Heinemann Publishers, London.

Fill, C. 2009, Marketing communications: Interactivity, Communications and Content, 5th edition, FT prentice Hall, Italy.

Flint, D., Woodruff, R. & Fisher, G. 2002, Exploring the phenomenon of Customers desired value change in a business-to-business context, Journal of Marketing, vol. 66 no. 4, pp 102-17.

Harris, T. 1998, Value-added public relations, the secret weapon of integrated Marketing, NTC Business, Lincolnwood.

Holbrook, M. 2003, Customer value and auto-ethnography: subjective personal Introspection and the meanings of a photograph collection, Journal of Business Research, vol. 58, pp 45 61.

Johnson, M., Christensen, C. & Kagermann, H. 2008, Reinventing your Business Model, Harvard Business Review, Vol. 12, no. 2, pp. 51-59.

Kotler, P., Keller, K., Brady, M., Goodman, H., & Hansen, T. 2009. Marketing Management, Prentice Hall, London.

Lindgreen, A. & Finn, W. 2005, Value in business markets: What do we know?

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