PR plan for Iphone 5C slide 0

PR plan for Iphone 5C

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    28-Jun-2015

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  • 1. K HOCH PR CHIN LC IPHONE5C

2. Stever Job 3. Think different 4. Th h SmartphoneIPHONE 2GIPHONE 3GSIPHONE 3GIPHONE 4SIPHONE 4IPHONE 5SIPHONE 5IPHONE 5C 5. SWOT Mi trng bn trong: im mnh Thng hiu: cng ty hng u trong lnh v cng ngh vi thng hiu qu to khuyt ni ting hng u th gii. trong nhng nm qua apple xy dng c thng hiu vng chc trn th trng. Sn phm ng cp : my tnh bn, my nghe nhc k thut s, my tnh sch tay, in thoi di ng. cc sn phm ny chim c ca phn ng khch hng trn th gii bi cht lng ca sn phm lun i km vi v p hnh thc. Kho ng dng khng l: apple ang c 400.000 ng dng m hng ang s hu, sn phm iphone c th c c nhn ha khng ci no ging ci no. Lng trung thnh khch hng: hnh nh qu to cn d i su vo tm ch khch hng, c bit l th h tr vi s yu mn v hnh din khi s hu sn phm ca apple. Lng nghe: iu quan trng nht ca doanh nghip l l to ra cho khch hng nhng tri nghim mi v t cho khch hng trung thnh v nhng phng tin truyn thng gip cng ty bn hng y chnh l cch apple lm. khch hng s dng sn phm ca mnh , sau thu thp kin v sn phm cua hng v thu c phn hi tch cc cua khch hng v t s thay i, nng cp sn phm ph hp vi th hiu ca khch hng. Lun i trc mt bc: lun i u trong cc sn phm bng cch chim lnh th trng ln. apple lun sng to, nghin cu v tip th cc sn phm mi nh iphone, imac, ln lt ra i. c th thy rng LG, Samsung,HTC, v nokia tt c u c nhng tin ch nh iphone. CEO c uy tn: Steve Jobs, CEO ca hng chim c tri tim cua khch hng nh uy tn, ti nng v s thn thin. Mt ci tn d nh: Tn cc sn phn ca Apple nh: Iphone, Ipod, Imac,v..v.. khng phi tn no cng hon ho nhng u d dng nh. 6. im yu. Sn phm: Mt s sn phm ca apple c ra mt cng chng li gp phi mt s li k thut hoc khng tin ch. B li v mn hnh trn apple ipod nano v apple phi thu hi v thay th tt c cc sn phm b li. Gi c: C th thy rng, cc sn phm ca apple trn th trng Vit Nam ni ring v th trng th gii ni chung ang mc cao. Vn bit rng chnh sch ca Apple hng ti khch hng nhng vi mc gi nh hin nay th c 1 b phn nh khch hng mi kh nng s hu c sn phm ca Apple. 7. Cc yu t ca mi trng bn ngoi. C hi. Sn phm mi: lun i trc mt bc.chnh u im ny mang cho Apple rt nhiu c hi kinh doanh mi v ng gi. M rng th trng tiu th: Sn phm ca apple c mt trn cc trang ch ca bestbuy.com v h thng phn phi trn ton Th gii. Th trng qung co di ng: Nm 2010 Apple chnh thc mua li cng ty quattro wire less, y l mt bc tin mi khng nh s hin din ca qu to khuyt trong lnh vc quong co trn in thoi di ng, apple ang n lc thu c li nhun ti a t kinh doanh trc tuyn. Thch thc. Steve Jobs qua i nh hng mnh m ti Apple. i th cnh tranh: Sam sung, Nokia, htc,Sony..v.v.. iu ny khin Apple gp rt nhiu kh khn trong vic nghin cu th trng , pht trin sn phm v m rng th phn nhm chim lnh th trng v gi vng v tr dn u th trng ca mnh. Sn phm thay th: Hin nay cc cng ty doanh cc sn phm tng t nh apple rt nhiu cc cng ty ny ang n lc ti a a ra cc sn phm nhm chim lnh th trng v nim tin ca ngi tiu dng. V kin quyn s hu tr tu vi Sam sung v HTC: y ang l thch thc ln nht m apple cn gii quyt trong thi im hin nay. 8. P Chnh tr n nh An ninhE ang vn ln mnh m Bnh qun thu nhp u ngi tngSKinh t X hiT Cng ngh Ngi tiu dng a thch hng ngoi nhp, thch n ngon mc p, coi trng hnh thc. nh hng kh nhiu van ha t cc nc phng Ty Trnh KHCN pht trin 9. Trong mt th trng lun si ng v nhiu tn tui ln gp mt nh vy th cnh tranh l iu kh trnh khi. T tr con n ngi gi, nu tng s dng qua smartphone, chc t nhiu u bit n iPhone ca Apple hoc mt chic Galaxy no ca Samsung. Samsung vn l s 1 vi hn 27% th phn, Nokia d kh khn vi Windows Phone nhng vn chim v tr th 2 cng 15% , xp trn c Apple vi ch 7% th phn 10. Vt liu polycarbonat chng try, b v c gia cng t mt khi nha duy nht, tng t iPhone 5S lm t 1 khi nhm duy nht. Thit k nhiu mu sc tr trung, bn c th la chn mt trong 5 mu sc sao cho ph hp vi s thch, c tnh ca bn nht hon ho, gn gng, va lng bn tay. Mn hnh Retina 4 inch, ht sc mt m v cc k sc nt vi phn gii 1136x640 pixels, mt im nh 326 ppi. 11. Thng ip 12. Th phn smartphone ton cu 13. Th trng mc tiu 14. Khch hng mc tiu 15. Thanh thiu ninSinh vin i hc, cao ngTn yu thch thi trang, cng nghNhng ngi thu nhp trung bnh 16. Chin lc low cost a iphone 5C chinh phc th phn smartphone gi bnh dn ang b i th Hn Quc, Samsung p o. Khng nh v th thng hiu qu to khng ch ng cp m cn ph cch vi sc mu sng ng, th hin c tnh ngi dng. 17. Shared media Chin thut 18. Khng tn nhiu chi ph qung co, thc hin chin thut to tin n tranh lun nh gi tch cc trn bo ch v sn phm sp ra mt Iphone 5C.( Dn tr, Vnexpress, S ha..) Khai mc s kin m hp Iphone5C u tin ti a im ln th trng mc tiu (qung trng,) cc khch mi l gii truyn thng, cc bloger ni ting, v cc nh phn tch tham d bui l ra mt gii thiu sn phm mi ca Apple Gi thng ip ti gii truyn thng, trang tr theo concept mu sc ph cch . t ap phch banner in hnh Iphone5C mu sc trn dng ph ln vi logo in ni. Cc video gii thiu hoc so snh sn phm gia cc hng trn youtube Ti tr cho mt s chng trnh ln nh Next top, Idol, M cuc thi nh feeling colors vi Iphone5C gii Nht l 1 chic in thoi Iphone5C v 1 chuyn du lch 3 ngy ti a im du lch hp dn trc tip ng k tham d gi bi thi trn cc trang mng x hi. Ti tr cho 1 b phim truyn hnh c gii tr yu thch, din vin ni ting s dng Iphone5C. Ngi tiu dng rt d dng nhn ra sn phm ca Apple trong tay cc ngi sao ni ting trong nhng chng trnh truyn hnh hay b phim in nh. Xy dng, ng bi din n cng ngh, fanpage Apple, Xy dng homesite thit k l tng ph hp vi sn phm mi ra mt Iphone 5C khin khch hng cm thy nh bc vo mt nh my sn xut vi l do v sao sn phm c ra i, n bt ngun t iu g v mang ngha g. S dng trit Shared Media, knh truyn thng ph hp vi tng nhm i tng khch hng mc tiu. 19. Ngn sch Gim ti thiu chi ph qung co Paid Media Tng cng u tin hot ng PR * Chi tit ngn sch 20. STTHot ngMcChi titSHot ng PR2Qung Co- Tv -Bo ch - Ngoi tri-VTV3 -Dn tr, Vnxpress -Banner, bng hiu3Event-Trin lm cng ngh - Ra mt sn phm-Loa -Bn gh -Khn tri bn4Socia media5Chi ph vn chuyn i li-Ph vn chuyn - Ph bc d6Nhn s-Trin lm - Thi nh7Chi ph pht sinh-PG -PBS lngGiTng 21. nh gi Truyn thngNhn bit thng hiuDoanh s bnKt qu tm kim, viewS ngi tham gia cc s kinBin ng th phnLt share, likePhn hi khch hngDoanh thu