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Mac vs. PC

The document provides details about a marketing assignment submitted by Muhamad Jahanzaib Ch for his Principles of Marketing course. It includes his name, roll number, course details, and indicates it was submitted to Sir Junaid Subhani. The document focuses on discussing Apple's "Get a Mac" advertising campaign from 2006 and how it helped boost Apple's market share. It also provides an example of how to apply the 4 P's of marketing - product, price, place, and promotion - to developing a marketing strategy for a tobacco product like Marlboro cigarettes while considering regulatory restrictions.

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123 views4 pages

Mac vs. PC

The document provides details about a marketing assignment submitted by Muhamad Jahanzaib Ch for his Principles of Marketing course. It includes his name, roll number, course details, and indicates it was submitted to Sir Junaid Subhani. The document focuses on discussing Apple's "Get a Mac" advertising campaign from 2006 and how it helped boost Apple's market share. It also provides an example of how to apply the 4 P's of marketing - product, price, place, and promotion - to developing a marketing strategy for a tobacco product like Marlboro cigarettes while considering regulatory restrictions.

Uploaded by

M. JAHANZAIB Unknown
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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NAME: MUHAMAD JAHANZAIB CH.

ROLL NO: 009

SUBJECT: Principles of Marketing

SEMESTER: 3rd

SUBITTED TO: SIR JUNAID SUBHANI


Apple Mac Vs. Pc
Ans 1:
I saw an advertisement of apple some years back. It was few years back which was humorous
and quite appealing how they represented their products as two different people and how one
always ends up embarrassing himself and how one was cool and classy. After viewing their
advertisement, I did some research and found out that there is a series of such adds which
were created to show how mac was better than a PC. This concept was quite attractive and left
me with a desire to buy a mac.

 The product was mac.


 They were using TV and social media as a place for their advertisement.
 The price varied with the models but, was usually higher than PC.
 They promoted their product using a series of advertisement representing their
products through real life characters.
Before Apples’ ‘Get a Mac campaign’ way back in 2002, apple was nothing like the $1.78
Trillion giant it is as of today.
Apple was far behind its competitors Microsoft, which has a market valuation of around $300
billion at that time.
At that time, 97.5% of global users were still using windows. Apple needed a way to convince
the market to switch. As a result of which, they decided to launch a new marketing campaign to
boost their brand.
Apple launched their ‘Get a mac campaign’ on May 2, 2006. This campaign ran for four years
and included 66 commercials which were aimed at convincing people to ‘Get a mac’.
TARGET MARKET:
This campaign targeted an audience that was not exactly the most ‘Tech savvy’. It was basically
for those individuals who had a PC but were not quite sure about other options available to
them.
MARKETING STRATEGY:
Apple created two characters for this campaign, MAC and PC.
Mac was played by actor JUSTING LONG and PC was played by JOHN HODGMAN.
In each commercial MAC and PC had conversations which always used to end up with PC
embarrassing himself and showing all the reasons why MAC is better computer.
The main message throughout all their commercials were that MAC is a better computer and
overall a nicer guy. They portrayed MAC as someone who had a cool and energetic vibe unlike
PC, who was shown as an arrogant, old and a boring person always complaining.

RESULTS:
The get a mac campaign turned out to become a huge success for apple. The company
experienced 42% market share growth in first year of the campaign itself.

ANS 2:

Advertising and sales are two aspects of marketing, but they come into play much later in the
marketing strategy process. Companies focus on sales and advertising only after all other
factors of marketing have been determined.
The 4 Ps are also known as the marketing mix. Marketers use the marketing mix to determine
the proper strategy for a product. For example, if an inventor comes to you with a new
touchscreen technology, how do you sell it? You might first find a product in which the
touchscreen would be useful, such as a phone, then determine a target price to maximize sales,
identify the best place to sell it (e.g. online or in a store), and finally decide how to promote it.
Now, coming to a real-life example. Suppose the
product is of a tobacco company let’s just say,
Marlboro.
The main issue with the tobacco related products is that TV adds are banned and you must sell
these products with a health warning on the pack.
Here if we have to organize a campaign for a tobacco product along with all other issues, we’ll
have to focus on the 4p’s of marketing.
Product:
First, we have to choose a product and plan the whole marketing campaign on the product.
Here, the product is a pack of a cigarette company, Marlboro.
Price:
The second step is to allocate price to the product on which your whole campaign is based on.
Tobacco company strives on brand loyalty and there is a stiff competition out there so keeping
in view the cost occurred on producing the product and market prices of substitute products,
we have to allocate price to our product. It should be lower as compared to that of its
competitors. Price always attract customers so; pricing should be done keeping in view all of
the above points.
Place:
Now the third step is to identify the best place to sell. According to the facts cigarette is the
most sold item in the world. So, its availability must be ensured at every shop and online
platforms shall also be available.
Promotion:
The last and final stage is promotion, here we must keep certain things in mind such as the
target market. Here, the company is targeting smokers and that part of the population which is
above 18.
Also, as TV adds are banned so promotion is done on social sites and one of the most common
way to promote such products is through someone who is your company’s representative.
These guys usually target people smoking other brands and present them their brand by
showing videos of how their product is made and usually offering them cigarettes free of cost.
Companies strictly follow governments rules and regulations regarding tobacco related
products.

THE END.

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