COMPARATIVE ANALYSIS

Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs. Dell



Table of Contents

Executive Summary3

Integrated Marketing Communication (IMC)4

Apple5

Dell6

Integrated Marketing Communication: Apple vs. Dell6

Apple Laptops7

Dell Laptops11

Recommendations14

Executive Summary

In the current era of globalization, technology, and innovation, sustainability had gained importance and significance in the corporate world. All the organizations, whether operating in global or domestic scale in manufacturing or services sector, are required to be cognizant in terms of all the dimension and elements of sustainability. The concepts of Marketing have to operate and be functional in the prevailing business environment. This paper will develop a comparative analysis of the integrated marketing strategies of Dell and Apple Incorporation.

Integrated Marketing Communication (IMC) is a vital concept applied in the current marketing field and relates significantly to the promotion of any brand or product for the organizations. Apple Incorporation, originally known as Apple Computer, Incorporation, is a computer manufacturing company based in America and headquartered in Cupertino, California. Dell Incorporation is Multinational Corporation functioning in the capacity of computer technology and is based in United States in Texas. Both the companies utilize television ads, print advertisements, the powers of their symbols and logos, and the strengths of social media network to their maximum. However, they have different styles, techniques and differing strategies for the applications of these strategies. Apple Incorporation stays to be the market leader due to the most updated and appropriate use of its marketing strategies. The current paper also provides recommendations for both the organizations to improve their quality of products and services.

The increased use of online marketing and technological orientation is assisting business organizations develop and build innovative, newer and more successful is IMC programs, and provides particular attention to the functional elements along with the other aspects. This paper will discuss the concept of integrated marketing communication (IMC) along with its implications in the organization. Next, the comparative analysis of the integrated marketing strategies of Apple with Dell is undertaken in order to assess the impacts and effectiveness in their respective organizations.

Integrated Marketing Communication (IMC)

Integrated Marketing Communication (IMC) is a vital concept applied in the current marketing field and relates significantly to the promotion of any brand or product for the organizations. IMC refers to an important approach to the brand communications, which comprises of various modes that perform in harmony with each other in order to establish a flawless customer experience, and depict such styles and tones that help in the reinforcement of the core, actual and augmented messages conveyed by the company's brands (Schultz, Tannenbaum & Lauterborn, 1993, p. 100). The goals of IMC strategies is to establish and synchronize all the dimensions of marketing communication including sales promotion, advertising, direct marketing, public relations, online communications, personal selling, and social media in order to enable them to function in alignment with each other in the form of a unified force. Thus, it prevents them to work in isolation, leading to the cost effectiveness (Keillor, Owens, 2007, ...