Apple Customer Relationship Management

Hong Kong Institute of Vocational Education (Kwai Chung)

Higher Diploma in Marketing Management
BA124026-2A

Communications & Customer Relationship Management (MPR4102)

Apple

Liu Liping             140208528

Hung Shuk Ching      140020022

Chan Yu Sing          140507504

Leung Pui Yee         140411125

Module Lecturer: Mr.Yau

Date of submission: 02/12/2015

Table of Contents

Communications market analysis        

Customer data analysis        

Suggest the CRM programs        

Step 1 Acquisition and retention stage of Apple        

Launch a new style product        

Cooperate with universities        

After-sale service        

Exchange cost of smartphone        

Keep improvement        

Step 2 Opportunity of making profits        

iCamera        

Apps        

Step 3 Tatical actions        

Create new product-iCamera        

Develop apps        

Describe the programs supporting the CRM programs        

Four Advertising and promotion support        

Event        

Sponsor        

Photography Competition        

Early bird        

Bibliography        

Communications market analysis

Social media represents even more opportunities for leveraging integrated marketing strategy to increase awareness and preference for products and services. Twitter, Facebook or Instagram, to connect with various audiences, combined with blogs, websites and other online tactics have reach and lessened the cost of marketing.

Apple did well on marketing communication among the IT industry. Firstly, Apple rarely uses TV advertisements to sell their products. Until they launch new products, take the new model iPhone 6 as an example, the new advertisement emphasizes the unique function 3D touch of smartphone and touch ID to enter the main page. The design is genius and user friendly.

Apple mainly focuses on brand image for communicating strategy. As we know, many celebrities and artists use Apple products. Apple created a halo effect that Apple products represent supreme and elegant. Perhaps the psychology affects the users to consider the Apple as the top of buying list.

Word-to-mouth is the highest level of communication marketing. The interaction between buyer and supplier are significant. Apple's detail is how it thrives in marketing communications. This is especially evident in consumer experience at every touch point: products, shopping in Apple stores, and online. The perfect customer shopping experience in Apple is the major reason to drive the communication effective. The consumers are willing to share what they purchases in Apple shops. It makes Apple succeed and became the most valuable brand in the world.

Customer data analysis

The segmentation customers of Apple are pursuing the high technique smart phone. For example, iPhone and MacBook are focus on artificial technology- 3D touch, and user friendly. From demographic aspects, the customers cover business, IT lovers, general citizens and even students. The buying pattern is easy to identify as the Apple products always give surprises to their high loyalty fans.

In terms of buying pattern, the apple customers would tend to purchase all of the Apple products. For example, if they have the iPhone already, they tend to purchase the iPad, MacBook as well as the new product, Apple watch. Since they hope to use the consistent system, iOS. It brings together an elegant and intuitive interface for them.  
Even though the price of Apple is higher than other rivalries such as Samsung, HTC, LG, customers still willing to purchase them. They utilize the psychology of customers who tend to pursue taste and innovation to grab their loyalty. The added value is the most significant part for the customers to differentiate the differences among other rivalries. As it launches limited models of products each year, Apple maintains an elegant and high-class status. Therefore, the Apple devices always bring a success, due to the Hola effect of Apple brand.

Suggest the CRM programs

Step 1

The Apple is an international company and has high market share in the world. In current stage, it focus on “acquisition” and “retention” in customer- business life cycle for expending their market share and maintain loyalty of current customers. The iPad and iPhone market of the company should divide to focus on acquisition and retention due to they are core products in Apple.

Acquisition

According to a tablet shipment report from International Data Corporation, it reflects that iPad possesses the top position in tablet market. However, the superiority of market share is not obvious and optimistic, only 20.3%^[1] in whole market. Besides, the sales of iPad are decreasing. Compare with the same quarter in last year, the sales volume is higher than last quarter by 1.33 million units.

Launch a new style product

In order to improve the unexpected sales, Apple take some actions to increase buyer desire of consumption. Acquisition means is to gain new business. In order to improve the sales, the company try to improve their previous belief and launch a new product, iPad Pro to fulfill more needs. The screen of iPad Pro^[2] is 12.9-inch, nearly double the CPU performance of iPad Air 2. Besides, it supports a smart keyboard and smart pencil. These uniqueness are different to previous iPad products which has bigger size, higher speed and more supportive tools. After the new product was launched, it fulfills new segment, who usually use portable computer.