Apple Computers has been known for long time for providing high quality computers catered to graphics intensive users like graphic designers and premium users.

The company is now facing a growth challenge and needs to increase market share next by 10%.

A market research conducted by the company revealed that a potential market that the company can enter is the gaming computers, this market is currently targeted by companies like Dell, HP, Asus and others.

The company has decided to launch its first gaming laptop under the name Apple GamePro. This device is positioned as "The Gaming Laptop of Elegant Style". The best feature of the laptop is its stylish look that differentiates it from competition which normally are famous for bulky, monster like designs.

The company has decided to launch this product first in the Canadian Market, specifically in Ontario, with the target to sell 5,000 units in the first year.

The plan was to run a marketing communication campaign to announce the launch of the gaming laptop in Ontario with the hope of creating product awareness of the new product in 100,000 potential buyers who are described as College or university students who are current loyal Apple customers and who appreciate style and buy laptop mainly for gaming.

The marketing communication plan also requires informing potential users of the special technical features of this laptop and allowing up to 10,000 potential users to try the product for at least 10 minutes to test its quality.

Finally, the Marketing team has set a target of making the product available at 400 major retail stores in Ontario by the end of the first quarter from product launch.

Questions

1. What is the Marketing Objective of Apple in this case? (1 Marks)

2. Identify Four Marketing Communication Objectives of Apple in this case? (2 Marks)

3. Suggest 1 Marketing Communication Activity that can help the company achieve each of its Marketing Communication Objectives (total of 4 activities). (2 Marks)