Apple's Marketing Campaigns: From 'Get A Mac' to 'Why You'll Love a Mac'

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Case Details:

Case Code : MKTG280
Case Length :14 Pages
Period : 2006-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Apple, Inc.
Industry : Computers
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

The 'Get a Mac' campaign focused on comparing the features of Mac computers with that of Windows, the leading operating system in the market. Another motive behind the new advertising campaign was to dispel any misconceptions that consumers might have about Mac computers. The campaign was targeted at the average computer user who could easily be persuaded to shift from a PC to a Mac. The campaign ended in 2010 after a four-year run. A total of 80 thirty-second advertisements were made as part of the campaign.9 Analysts considered the campaign a success and critics too hailed it. The campaign was credited with leading to an increase in the sales of Macs from 1.3 million units in a quarter in 2006 to 3.36 million units in 2010.1011

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The share of Macs in the total sales of Apple too increased from US$ 7,375 million in 2006 to US$ 17,479 million in the year 2010. The campaign was hailed for projecting the differences between Macs and Windows with dignity and humor. It also won the prestigious Grand Effie award12 for effective marketing communications ideas in the year 2007.1314 Despite the success of the campaign, there were some criticisms levelled against the campaign. One of the main criticisms was that the campaign only tried to project the differences between the two platforms and did not give any reasons for consumers to buy the Mac. Another criticism was that it ended up ridiculing the users of Windows rather than convincing them to switch to Macs.

Though the sales of Macs rose after the 'Get a Mac' campaign, Apple continued to remain a small player in the market for personal computers. At the same time, the company had emerged as a leader in the market for smart phones and tablet computers with the success of its products like the iPhone and the iPad. After the end of the 'Get a Mac' campaign, Apple launched the new 'Why you'll love a Mac' campaign on its website for its Mac brand of computers. Industry observers noted that Apple had now made a big shift in the way it advertised the Mac, and wondered whether this was a better way of promoting the Mac.

Excerpts - Next Page >>

9] Rik Myslewski, "Apple Kills 'Get a Mac' ad Campaign,", May 21, 2010.
10] "Apple Reports First Quarter Results,", January 25, 2010.
11] "Apple - Get-A-Mac Campaign"
12] The Effie awards are marketing communications awards given yearly by Effie Worldwide, Inc., a non-profit organization, for the most effective marketing communications ideas which make a good impact.
13] "Apple Reports First Quarter Results,", January 25, 2010.
14] "Apple - Get-A-Mac Campaign,"

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