Group Assignment

iPhone 3G
MARKETING COMMUNICATION

PREPARED BY :
MKT 11-4C
Ardi Darmawan
Eggy Stefanus
Patricia Condro
Pingkan Antonia
Raymond Irawan
Ronald Alexander
Sheilla Maryam





1. Background

In this globalisation era, which technology is more expanding people’s need
of communication device increased significantly. Nowadays, the uses of mobile phone not only by the function. They also need the prestige of the design and brand.
Every cellphone vendor are compete to launch their smartphone. Nokia has launched E90 communicator, Sony Ericsson XPERIA, Samsung Ominia, and also Blackberry. By using all of this gadget people will feel sophisticated and elegant.
Apple Company as one of the biggest electoric vendor has launched their newest smartphone called iPhone 3G. Actually, it’s not a new product. They has launched iPhone 1G, few years ago but iPhone 3G providing more application that the old one. This is a revolutionary phone, a wide screen iPod, and Internet device with email and a web browser. iPhone 3G redefines what a mobile phone can do with so many application inside. Many Indonesian using mobile phone just for lifestyle needs, they are not using all the feature in the iPhone. Therefore, we think Indonesia is one of the potenial market for Apple iPhone.



2. Marketing Objective
Brand Awareness
Our marketing objectives for this product (iPhone 3G) is to make this product successfully accepted in the market and could lead the market share of 3G smartphones.
We aware that by choosing a good communication objective will affect to the product itself in advance.
In case of launching iPhone 3G, the first thing that we will do is create brand awareness which aimed to make the customer recognise the existence and avaiability of a company’s product. For our company, creating brand awareness is one of the key steps in promoting a product.
By creating the brand awareness, our product will be remembered and placed in the top of customers’ mind and so they will aware of our products then they will interested and start trying to understand our products and finally they will try (purchase) and be our loyal customers.



3. Target Audience
Target audinece that we are concentrating towards are those who require high mobility, where everyday they work and approaching late afternoon will spend to catch up with friends at coffee parlour such as Starbuck. The evening are reserved for body reconstructing purposes where activities such as yoga and gym work. Most of them are in the range of 21-40 years old.
The typical of working days are Monday to Friday. Approaching the weekend, typically on Friday evening, would be to spend time with friends of family over dinner at some places such as Tony Roma’s. Saturday are normally time to spent to unwind and chill with friends while sitting under the moonlight, sipping on black label at lounges such a Luna Pub & Bar. The remaining time available is spent for quality family time with their love ones.



4. Benefit
iPhone 3G is the next generation from last iPhone. The iPhone 3G provide internet browser named Safari as a media for internet browsing. By using 3G and Wi-Fi, it can browse the internet faster than the old iPhone. Beside as mobile communication, it also used as a music player known as iPod. With the widescreean display and multi-touch control, iPhone 3G offer a new style for listening to the music.

The new application inside this mobile phone is Maps with GPS. The user can use this application to find a location, get direction, and see traffic from this mobile application. The other new one is Mail application. It supports wsit popular email server and provider such as Mobile Me, Microsoft Exchange, Yahoo!, Gmail, Google, and AOP.

The other benefit that offered by iPhone 3G is App Store. The user who use this phone could download a lot of application such as books, business, education, entertainment, finance, games and etc.

The user also can use this phone to get stock quotes and weather reports with a tap. Beside that, user can use Note to jot down information to be keep remember for later or share via e-mail.

The design of this phone become one of the benefit for the user. The iPhone 3G has grown about a millimeter in all directions as compared with the old iPhone. The difference is hard to notice really, but there are other, more obvious updates. The metallic rim around the front panel is thinner now and there's the all-plastic curved back. These things make user of iPhone 3G become more prestige and sophisticated. This phone has two variant of colour that is white and black. However, the red one will available in the market soon.

This campaign benefit is people can find many features that can make their life easier due to the fact that Iphone could help their job by using the features. So, people aware about this product.


5. Media Support & Reason
We decide to use rality show or popular contest in TV such as Puteri Indonesia, Indonesian Idol, MTV VJ Hunt. Due to the fact that most of the audience are teenagers and adults. We think that it is the best way to promote our product indirectly.
Our product can be used for the only communication device in this contest during the quarantine. It also can support the games or challenge in every episode.
Finally, the Top 3 will get Iphone 3G as one of the prize. So that, people that watching the contest could aware about Apple Iphone 3G because it’s advertised inderectly by that show.
Beside that, we also cooperate with bank that iPhone 3G could be a compliment as a price. It is one of the best way to promote our product by using media support due to the fact that people will aware about our product.



6. Media Used & Where?
Media that we used to promote and let the people know about this phone
by Online and Offline.
In online, we describe and give the specification also advertise it in Apple’s website. We update it also with the newest information and application that is provided for the user. Beside that, we also put it in mobile phone website such as www.GSMarena.com and also lifestyle and business website that usually browsed by our target market.
In above the line we promote it in the internet and television. We search for the website for the internet and the slot time for the television that are our target market could see the advertisement and promotion.
In below the line, we use magazines to promote this phone. That magazines such as Indonesian Tatler, Bazaar, Cosmopolitan, Da Man, Seluler, etc. We also put the newspaper as the media for promote it such as Jakarta Post.
In the Offline we use brochure and leaflet to promote this product. First of all we put it in the apple store and also we give to the people in the mall to let people know and aware of our product so that it could convince them to purchase our product


7. Tones
The Iphone design is simple and elegant. The feature in this phone are really helpful for the user to support their daily activities such as push e-mail, huge capacity of memory to save a lot of files, and also support for the music player. It is for keeping a good image of Apple Iphone 3G.