Under the leadership of late Steve Jobs, Apple mainly used mono-segment type of positioning, appealing to the needs and wants of a single customer segment. So, what really is positioning of apple in the market? Apple segmentation, targeting and positioning. Targeting is when the company decides on which target customer segment they want to go after, which they think will be profitable for them. Below are the factors which attributed to the positioning of Apple in the market. Apple segmentation, targeting and positioning represents the core of its marketing efforts. Apple’s iPod made the old ugly walkman’s put to shame. 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 Advertisements: ” The less the Better”: Apple always followed “The Less the Better” philosophy – Clear and straight messaging, and usage of minimalistic colors is what has worked wonders for Apple. Apple segmentation, targeting and positioning is illustrated in table below. These customer groups become very loyal to a brand and hardly change their brand. Students, executives, managers, professionals are the primary target market of Apple Inc. 64% of Apple product users tend to have college degrees. There are three major segments which Apple targets. For Apple, the market segmentation and target are clearly defined as, Interesting read: How to develop an effective SEO strategy using theme cluster model. The world’s 2nd most valuable brand with a brand valuation of $146+ billion, Apple over the past many years have created a niche that no other product in its category has been able to achieve. Brand Identity: All the intangible brand assets like Apple’s brand values, its culture, employees, Brand colors, Tagline, Tone of voice, Type of Imagery etc all these elements contribute in forming a specific position in the minds of the customer. Market segmentation is based on variables such as behavior, demographics (e.g., gender, age, education, and income), geography, and psychographic characteristics, or those based on lifestyle and personality. Lifestyle: Income becomes synonymous with lifestyle and since Apple has medium to high-income individuals as segments, the lifestyle they target is to Modern, young, open to change etc. STP(segmentation ,targeting& positioning ) of Apple . Apple is positioned as a luxury brand that carries a huge emotional connection and loyalty among its customers. Apple Inc Report contains a full analysis of Apple segmentation, targeting and positioning and Apple marketing strategy in general. Positioning Describe the next steps Position by price and quality Introduction of iPhone 6 and increase market share Apple products generally known to be expensive Cheaper, affordable phones will now be available to market Customer Profiling Competive Situation and Past The usage of mediums to promote their messaging also plays an important role in positioning Apple. A company’s brand identity, its elements, its product and its communication, they all play an important role in positioning a product. We can say that the apple market is wealthier, more educated and older than the rest of the cell phone users as the company offers premium service. All these 3 beliefs are strongly reflected and promoted through their products, advertisements and customer experiences. Accordingly, Apple target customer segment comprise well-off individuals who are willing to pay extra for technology products and services with advanced design, functions and capabilities. But what makes it so different and so special than its competitors? Your email address will not be published. Behavior: Hardcore loyalists – Once an Apple user, always an apple user!. [1] Marx, P. (2019) “Apple’s Product Line Is a Mess” Medium, Available at: https://medium.com/s/story/apples-product-line-is-a-mess-5a9a5730cafa, [2]According to Young &Rubican lifestyle classification model, Interpretivism (interpretivist) Research Philosophy, https://medium.com/s/story/apples-product-line-is-a-mess-5a9a5730cafa, Operating system & software: iOS, OSX, iLife, iWork, Accessories: Apple TV, Apple Watch and related accessories. Copyright © 2018 Heart of Codes — Escapade WordPress theme by, Understanding Apple’s Segmentation, Targeting, and Positioning, the market segmentation and target are clearly defined as. Apple Inc Report contains a full analysis of Apple segmentation, targeting and positioning and Apple marketing strategy in general. 1 Segmentation, Targeting &Positioning of Apple 2. https://www.youtube.com/watch?v=AszkLviSLlg, https://www.youtube.com/watch?v=mW6hFttt_KE. Positioning of a brand is a marketing effort and can only be done through promotion and advertising. Learn more about what is marketing mix and why is it important to crack the right marketing mix for a brand. All this have been made successful because of the right marketing mix of apple. Save my name, email, and website in this browser for the next time I comment. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Apple. MARKET SEGMENTATION OF APPLE . Let’s understand Apple’s segmentation, targeting and positioning. Apple is all about the experience, it goes after the emotional branding something which is felt in the heart and the mind of the customer. Apple brand is reflected through their core beliefs about innovation, design, and imagination. Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Speed of service, advanced features and capabilities. Positioning refers to the selection of the marketing mix that is the most suitable for the target customer segment. Segmentation, targeting, positioning in the Marketing strategy of Apple iPhone – Apple is a famous multinational technology company in the world. For this, we need to understand the brand positioning of Apple. Required fields are marked *. Apple enjoys an affinity that no other brand has in the world. Accordingly, “no longer do the barista and the corporate executive use the same iPhone — today, there are high-end models, consumer models, and a long line of old products the company keeps around to fill every niche and price point.”[1]. Product Design and Quality: Since its inception, Apple has been rolling out products which have been an epitome of design and quality. Also, check out the marketing mix of apple and its 4ps of marketing. However, after Tim Cook became CEO, the multinational technology company has been consistently increasing its product ranges shifting from mono-segment type of positioning to multi-segment positioning. In layman terms, positioning is nothing but an emotional value that you have towards a brand. Your email address will not be published. Segmentation targeting and positioning of the brand. Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. what is customer persona and its importance in forming marketing strategies, How to develop an effective SEO strategy using theme cluster model, ← Marketing Mix of Apple | Marketing Strategy of Apple, Brand Positioning of Samsung Mobile | Analyzing the Brand →, Income: Being an affluent brand, Apple targets medium to high-income individuals.