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Segmentation, Targeting &Positioning of Apple

Positioning process

Segmentation Identify variables that allow one to segment the market

Targeting Evaluate the attractiveness of each segment and choose a target segment

positioning Identify positioning concepts for each target segment select the best & communicate it

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value of the two segments

Attribute 1 Low PRICE

Attribute 2 BEAUTY

Attribute 3 DURABILITY

Segment 1

Segment 2

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Market segmentation is the process of dividing a market into distinct subsets ,where any subsets may conceivably be selected as a marketing target to be reached with a distinct marketing mix

What is a Market Segment ?

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Characteristics of the customer Apple segments :Business professionals (Mac,Ipads,Iphones,apple pencil etc..Teenagers/gamers/music enthusiasts (Ipod,iphones etc.

Systematic ,product –related behaviorsApple :Its products are available online on ecommerce platform and also available at brick and mortar stores

Benefits Sought Apple .Innovation : customers seek innovation as a benefit that’s the reason apple keep on innovating its product.

Geographical segmentationApple retail stores are located in highly populated city Around the world ,global presence, with online presence official website in 88 countries

Segmentation Methods

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Generation Y

Born :1977-1997Coming of Age:1995-2015Share of pop:30%

Cohort Analysis

Millennia's Generation why

Likes Free contentTele-commutingEverything social WirelessThe “right fit”

DislikesAnonymous mass marketing Restricted access

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Segmentation selection criteria

Number & strength of competitorsWill provide streams of constant cash flow to maintain operations and turn into profitability. Improve the ability to generate internal funds.

Ease of entry into segment Decrease new product/service developments timeline and improve overall ROI.

Growth of segment This will help on kick start and fund new product/service developments in a timely manner.

Current co position within segment Provide an edge regarding how to position your targeted ads.

Segmentation size

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2 31

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1. Develop measures of segment attractiveness

2. Select among attractive segment based on business capabilities

Market Targeting

Perfect

Stay away!

Domination is essential

Beware of the shake -out

Profit potential

High low

High

Low

What is a Brand ?

Formally… ….

A proprietary trademark for a specific product or service Conceptually……

A “contract” from the company to its customers; A promise of specific benefits, quality, and value. A relationship

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Apple computers Offers ….the best personal computing experience to students,educatrors ,creative professionals and consumer around the world though its innovative hardware, software and internet offerings

Apple Positioning statement

155MILLIONPositioning statement Target

segment Point of difference

Frame of reference

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A positioning statement defines the value proposition of product to the

target market .Target market (for whom)

Point of difference (reason to buy)Points of parity (frame of

reference).

Positioning is implemented through all elements of the

marketing mix :product ,price ,place ,pro

motion.

Positioning statement

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The role of positioning

Strategic &technological vision

Positioning

Product development

Messaging

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Associations that are not unique to the brand they are shared with other brands

Category pops: association consumer views as necessary to be considered credible Ex:grocery store must have certain products (ex-milk /eggs etc.

Competitive pops: association designed to negate competitors point of difference --all toothpaste prevent cavities

and

Points of parity (pop)

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Point of difference

Strongly favorable ,unique brand association

Similar to notion of USP- (unique selling proposition)

SCA-sustainable competitive advantage (achieve an advantage in the marketplace for a prolonged period of time

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Market Positioning

THANK YOUThanks for your time and patience.