Thanks to visit codestin.com
Credit goes to www.scribd.com

Scribd
Upload
63 views3 pages

Apple's iPhone XS Max Agency Brief

The document is an agency brief submitted by students to Dr. Abhishek for Apple's iPhone XS Max. It provides background on Apple, details on the iPhone XS Max, objectives to induce enthusiasm among customers and maintain high quality perception against competitors. The target market is outlined along with direct competitors like Samsung and indirect competitors in tablets and PCs. Issues noted are a decline in customer enthusiasm, drop in popularity in the UAE, and loss of brand power and quality perception lead. The purpose of hiring an agency is described as advertising planning, budgeting, media selection, creative strategy, PR services, and experiential marketing to increase value perception and improve the brand position.

Uploaded by

Ayush Rajput
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
63 views3 pages

Apple's iPhone XS Max Agency Brief

The document is an agency brief submitted by students to Dr. Abhishek for Apple's iPhone XS Max. It provides background on Apple, details on the iPhone XS Max, objectives to induce enthusiasm among customers and maintain high quality perception against competitors. The target market is outlined along with direct competitors like Samsung and indirect competitors in tablets and PCs. Issues noted are a decline in customer enthusiasm, drop in popularity in the UAE, and loss of brand power and quality perception lead. The purpose of hiring an agency is described as advertising planning, budgeting, media selection, creative strategy, PR services, and experiential marketing to increase value perception and improve the brand position.

Uploaded by

Ayush Rajput
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

Submitted to-

Dr. Abhishek

AGENCY
BRIEF

Submitted by-
Arunava Dhar (180201110)
Ayush Rajput (180201111)
Rumi Mukhi (180201136)
Shourya Kasliwal (180201042)
Swastik Mohapatra (180201147)
APPLE’S AGENCY BRIEF
1. COMPANY BACKGROUND
Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs,
develops, and sells consumer electronics, computer software, and online services. Apple’s brand strategy is focused on
emotions, Lifestyle and Simplicity. Their products are easy to use and they consider trust, safety and loyalty as their
guiding principles.

2. FOCUSED PRODUCT: iPHONE XS MAX


iPhone Xs Max, designed, developed and marketed by Apple Inc., is the twelfth-generation flagships of the iPhone. The
iPhone XS has a design visually nearly identical to the iPhone X but includes upgraded hardware.

3. OBJECTIVES 4. TARGET MARKET

1. Induce the similar level of enthusiasm among ● Gender: Men and Women
customers that was demonstrated in the past. ● Age: 20-45 years’ old
● Life Cycle Stage: Bachelor’s, Newly Married
2. Take measures to stop the decline in popularity Couples, Full Nest 1, Full Nest 2
of the iphone brand among the UAE customers ● Income: High Earners
by spreading the positive message about the ● Social Class: Middle and Upper Classes
brand and appealing to the brand loyalty of the ● Occupation: Teenagers, College and University
existing customers. Students, Professionals, Managers and Executives
● Degree of Loyalty: Hard Core Loyal, Switchers
3. Take measures to maintain the lead in high ● Personality: Determined and Ambitious
quality perception of the brand as compared to ● User Status: Non-users, Potential users
its competitors.

5. COMPETITION
DIRECT COMPETITORS INDIRECT COMPETITOR

● Samsung Galaxy Series ● Tablet


● Google Pixel/nexus Series ○ Samsung
● One plus 6,6T ○ Amazon
● Huawei P Series ○ Lenovo
○ Huawei
○ LG
○ Sony
○ Google
● Personal Computers
○ Hewlett-Packard Company
○ Lenovo
○ Dell
○ AsusTek Computer
○ Acer
● Watch
○ Samsung
○ Lenovo
○ LG
○ Sony
○ Timex
6. ISSUES
● Decline in customer’s enthusiasm- Despite iPhone's recent product launches and huge advertising spends, consumers
are not demonstrating the same enthusiasm for the brand.

● Drop in popularity- Apple’s iconic iPhone appears to be dropping in popularity among UAE users, according to YouGov
Brand Index survey.

● Decline in Brand Power- The huge decline in iPhone’s Index score puts it on par with arch rival Samsung Galaxy, showing
us a hint of vulnerability in the venerable smartphone power brand.

● Loss of lead in brand perception- While the iPhone is still perceived as being higher quality than Samsung Galaxy, the
gap in perception is less than half of what it was a year ago according to YouGov Brand Index survey.

7. NATURE OF THE SERVICES AND PURPOSE OF HIRING THE AGENCY


● Advertising Planning: To increase the Value perception of the product. The value per money perception
continuously decreasing and one of the main reasons company losing its market. A proper advertising planning is
needed to improve value.

● Advertising Budget: Despite use Advertising spending consumer enthusiasm is decreasing hence in order to
design the budget most economically and make the best use of it.

● Media Selection: Planning a proper Advertising can only justifiable with proper media selection. As MENA (Middle
East & North Africa) region is the fastest growing Social media market( Especially through youtube & facebook) ,so
developing an advertising strategy around it will be helpful.

● Creative Strategy: Create appealing advertisements to improve perception of quality. As according to YouGov
Brand Index quality perception index was 64.3 an year ago dropped down to 51.7 whereas Apple’s prime competitor
Samsung Galaxy’s Quality perception unchanged at 44.

● Public Relation Services: To increase the goodwill of the customers and tackle the declining brand power of
Apple.

● Experiential Marketing: To create a community (like royal enfield) which can build customer experience, maintain
coordination and brand loyalty.

You might also like