Customer Persona and Marketing Mix for Apple iPhone

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Response to Question:
Introduction
The semi-functional depiction of ideal customers on the basis of extracted data from
market and information regarding the existing consumers. The construction of customer or
buyer persona depends on the behaviour, motivation, goal, patterns and demographics of the
customers (Armstrong et al. 2018). The constituents that helps in the identification process
are segmentation, buying behaviour (Baker 2016). Customer persona helps in the
development of understanding regarding the traits and characteristics of the homogenous
groups (Camilleri 2018). The elements of buyer persona may include, communication
preferability, brand value and motivating factors. The purpose of this paper is to develop an
understanding regarding customer personas of the recommended target customers from the
first assignment. The paper will present a detailed information regarding customer or buyer
persona depending on the existing and proposed set of target customer. The paper will also
present recommendation regarding the revised marketing mix of the company Apple in
alignment with the target market. The paper will be concluded by a summary of the deduced
customer persona of the target market of Apple.
Discussion
Target market of Apple iPhone:
The target market identified for the Apple iPhone are based on various segments including,
geographic, demographic, behavioural and psychographic. The geographic segment for Apple
iPhone is comprised of the national and international regions reflecting the global reach
(Andaleeb 2016). The demographic segment reflects the age group between 19-65 including
female and male as the users of Apple. Another targeted segment for Apple iPhone are
middle and higher income groups, who can be young bachelor and/or newly married couple.
The occupation group that is the existing target market for Apple iPhone are executives,

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leaders and professionals. The targeted consumers from behavioural segment includes, people
who reflects loyalty, customer group who seeks value for price and the group with the affinity
for innovation and premiumness. The psychographic segment that is targeted by Apple
iPhone is based on lifestyle and social class of maintaining the standards of middle and
higher class people.
The main target audience of Apple iPhone identified in the previous assignment is
upper class (rich) and executive class. The demographic segment includes the homogenous
groups including gender, age, income and socio-economic status. The division of market in
small homogenous categories by identifying the values of the constituents (Quelch 2017).
The demographic segmentation develops the understanding of consumer behaviour of the
target segment. The socio-economic status segment of Apple iPhone represents the upper
middle and upper class groups, which high income and affinity towards premium product or
service offerings.
The other target segments of Apple iPhone are people with the inclination towards
maximum value in the product and service offerings, moderate and high loyalty towards a
brand and customer group that utilizes the aspect of premiumness for reflecting the user
status. The people who are considered as mainstreamers and values premiumness and
innovation are usually targeted for the new product launches of Apple iPhone. The premium
price structure and looks of the iPhones are generally utilized as a medium of reflecting
status.
Analysis of the existing target segments for Apple iPhone:
 Geographic: The market segmentation approach based on the classified elements like,
cities, states, countries, urban, climatic conditions and density of the population. The
origin and manufacturing of Apple iPhone software is executed in United States of
America. The manufacturing units of the actual built up is in China. The reach of

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Apple iPhone is not restricted to the two regions but is sold globally without any
geographical barriers. The geographical density that is being targeted by the company
for the product segment, iPhone is semi urban and/or urban population. The
geography associated with the target or potential buyers majorly depends on the
trends, availability and economic growth of that particular region or density group.
 Demographics: The market segmentation procedure which is concentrated on age,
income, gender, life-cycle and occupation of the homogenous groups. The
demography of the segment reflects the understanding of the actual potential buyer.
The personal dynamics of the consumers are assessed by developing the interests of
the consumers regarding a specific buying decision. Personal interests of the
consumers are impacted by numerous variables of the customer demographics
including the income level. Income level plays a major role in shaping the affinity and
interests of the buyers or consumers for Apple iPhone due to its premiumness from
the pricing and innovation aspect. The age of consumers also plays a major role in the
determining the associated interest for a specific product offering. The customer
persona of stimulating interest for Apple iPhone is also determined by the life-cycle
stage of the consumers, including newly married couples and bachelors (Simkin
2016). Occupational classification is also a significant category for the stimulation of
customer persona. The understanding regarding the professional background and role
of the target audience can build the category of customer persona.
 Psychographic segment: Apple iPhone have segmented the population based on
various segments including, social class and lifestyle. The population group with
lifestyle of a mainstreamer (being part of the Apple ecosystem) is influenced by the
features and innovative upgradation of the iPhone category of Apple. The company
targets the middle and upper class group of the society for creating the feeling of
association with the premium offering and brand value of the company.