Marketing Analysis: Apple iPad 9.7 Target Segment and Marketing Mix

This report provides a comprehensive analysis of the marketing fundamentals applied to the Apple iPad 9.7. It begins with an executive summary outlining the key aspects of the study. The report delves into the target segment, specifically focusing on the education sector and the rationale behind Apple's approach to teachers and students, supported by data on segment attractiveness. Brand positioning is then examined, highlighting Apple's brand image, core competencies, and the role of sub-brands. A brand positioning map is also included. The core of the analysis centers on the marketing mix, including the product life cycle, types of consumer products, and a detailed examination of product, place, promotion, and price strategies. The report concludes with recommendations for the marketing mix and ethical considerations. The report provides a robust overview of marketing strategies applicable to the Apple iPad 9.7.

Fundamentals of
Marketing

Executive Summary
Fundamentals of marketing consists the all activities of individuals and organizations
designed that helps to identify the anticipates and satisfied customer requirements profitability.
On the other hand, marketing is the social and managerial process that is more helpful to contain
the customer needs as per their suitability level. Present study will be based on marketing
fundamentals that will be based on Apple I-pad 9.7. This study will enrich the marketing of
Apple I-Pad in different manner. Target segment is a group of customers within a business has
decided to aim its marketing efforts towards the target market group. Target segment is the
particular customer segments on the basis of income, location, age and lifestyle. Apple Inc. has
decided to approach education sector because the both teachers and students love iPad. It helps to
enable to meet the great opportunities to create hands on, customization learning experience.

Table of Contents
INTRODUCTION...........................................................................................................................1
Section 1- Target segment...............................................................................................................1
Section 2- Brand Positioning...........................................................................................................2
Positioning Map ..............................................................................................................................3
Section 3- The Marketing Mix.........................................................................................................4
3.1. PLC and the diffusion of innovation....................................................................................4
3.2 Types of consumer product...................................................................................................5
Recommended a marketing Mix.................................................................................................5
3.3 Product..................................................................................................................................5
3.4 Place......................................................................................................................................5
3.5 Promotion..............................................................................................................................6
3.6 Price.......................................................................................................................................6
Section 4- Conclusion, ethics and social Responsibility.................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Fundamentals of marketing consists the all activities of individuals and organizations
designed that helps to identify the anticipates and satisfied customer requirements profitability.
On the other hand, marketing is the social and managerial process that is more helpful to contain
the customer needs as per their suitability level. Present study will be based on marketing
fundamentals that will be based on Apple I-pad 9.7. This study will enrich the marketing of
Apple I-Pad in different manner. Study has focusing on the size and growth segment
attractiveness in order to get the best positive outcome results. Assignment will be also explains
the target segment through company will easily attract the target segment towards the product
and services. Study also explains the importance of brand positioning with the help of Brand
positioning map (Arruda Filho and et.al., 2014). Marketing fundamentals are majorly segmented
the product into 4 marketing mixes through company can easily measure the expected product
sale such as product, price, place and promotion. These marketing mix components will explain
product identity into deeper manner. To make perfect image in front of their target customers
company also needs to explain the best.
Section 1- Target segment
Target segment is a group of customers within a business has decided to aim its
marketing efforts towards the target market group. Target segment is the particular customer
segments on the basis of income, location, age and lifestyle. Apple Inc. has decided to approach
education sector because the both teachers and students love iPad. It helps to enable to meet the
great opportunities to create hands on, customization learning experience. The reason to select
education sector as a target market is the reason to accomplish the student and teacher goals in
more productive manner (Babiuk, Braun and Campbell, 2015). In present scenario, E-learning
has been developed in wast manner. Schools, education centers are developing their classroom
infrastructure with well equipped with advanced technologies. Apple products has enlarged the
opportunities for children as well as teachers to grow more and to learn more for targeting their
target segment customers. As per the research, it has been found that. Apple launches iPad 9.7-
inch 2018 model for students at cheaper prices. They provide iPad model to the students at $299,
while with regular customers they offering the same model at $329. The approach behind the
target segments are that E-learning is the source of fast learning that also helps to reduce the
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burden of load of the students (Baines, Fill, Rosengren and Antonetti, 2017). Teachers and
students can carry 100 books in one tablet.
Besides, students are also engaged with apple iPad because it has eye popping colors
through the audio and with the attractive audio. Another, feature that will help student to use in
long duration of time that is 10 hours battery backup with regular use and that too on LTE.
Table: Segment Attractiveness
Usage segment Low Moderate High
Size and Growth - - High
Structural
attractiveness
- - High
Objectives and
resources
- - High
Interpretation: On the basis of above table, segment has been divides into three parts
size and growth, structural attractiveness and objectives and resources. Apply iPad 9.7 is the new
advanced product that represents the better quality of products at high cost. On the basis of size
and growth Apple iPad 9.7 is high, due to its long durability and popularity. Apple ipad has high
growth in terms of sales in education sector. In terms of growth, Apple has been continuously
launched innovative series to maintain the growth of the product.
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Section 2- Brand Positioning
Brand positioning defines the company position and features they offering and image in
front of the customers (Becker, 2016). Company occupy the distinct position in the market. On
the contrary brand positioning also very much helpful to differentiate their brand image with
other competitors. Brand positioning strategy associate with the company brand image in front to
the customers' mind. It also creates the brand associations in customer minds. Apple is the well
known brand with one aim is that to think different. It is the world most reliable and leading
company in electronics. In terms of making good image and long lasting effects (Connolly,
2015). The core competency of the Apple is delivering exceptional experiences through superb
user interfaces. The high quality features and advanced technologies will promote the product in
front of the target market customers.
Sub brands of Apple Inc. are iPad, Apple iPhone, and Apple iTunes products. That
interrelate with each other. Apple brand architecture maintains the monolithic or master brand
identity (Finn, 2017). All the products of Apple associated with the name of apple. Apple has big
branded image in the market that helps them to enhance the new market for new product and
services.
Samsung galaxy tab 3 is one of the big competitor of Apple I pad because of its high
prominent qualities. This made become the gadget of the year. Another competitor of Apple I
pad is Next Microsoft surface pro, that gives the tough competition to Apple.
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Price- Expensive
Low High
Quality
High

Positioning Map
4
Low
High
Low
Low High
Features
Durability

Section 3- The Marketing Mix
Marketing mix is the base for marketing that helps to promote the long lasting image in
front of the target customers. The marketing mix has been defined the importance of marketing
tools this must also required to enhance the better task performing activities and growth. It is the
process where company put the right product or a combination of place, price to enhance the
product image (Hajibaba and Dolnicar, 2017.). Apple I pad 9.7 itself has a distinct feature or
quality that helps to attract number of target group of customers. This is a very helpful tool to
communicate customers and company.
3.1. PLC and the diffusion of innovation
Introduction Stage: this product stage has been the most expensive stage for the
company. In this stage size of the market for product is small, which means sales of the product
will also low (Hawley, 2018). This stage is become very tough for the company who contribute
leading environmental changes and growth. Besides, it makes the proper changes and growth in
order to meet the changes accordingly.
Growth Stage: Another stage of the product life cycle is typically characterized by a
strong growth in sales and profits because the company can start to benefit from economies of
scale in production. In this stage product will take the high demand and good market opportunity
growth.
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Illustration 1: Product life cycle stages
Source: Product life cycle, 2018

Maturity Stage : During the maturity stage, will be more reliable and opportunity and
growth in order to meet the needs of this stage will contribute the better opportunity and growth
in order to meet the needs of the organization growth. Maturity stage is the fast growing method
or tool to generate the best approachable target goals (Hollensen and Opresnik, 2015). In this
stage company might also facing the competition level in terms of low productivity level.
Decline stage: Eventually, the market for a product will start to shrink, in this stage
company reduce their sales growth. Company needs to take the new product strategy to upgrade
their own product level.
3.2 Types of consumer product
Types of consumer product will approach the better target customers. This will also
contribute the level of approach or things to make customers happy and satisfied (JAING, 2016).
Under this approach to attract customers and make better product and services. Under which
consumer will separate the product and services accordingly. Besides, it also helps to control the
better growth and services in order to meet the needs of the students and teachers. Apple I pad
9.7 is the product which is more convenient and easy to access according to
Recommended a marketing Mix
3.3 Product
Apple launched their first iPad in 2010, and the next models iPad air and later the second
generation iPad mini were introduced in November 2013 (Kleinaltenkamp and et.al., 2015). This
connects the major activities and growth in order to beet the needs of the organization. Apple
iPad 9.7 is the new addition of Apple specially target to students and teachers. Apple is most
innovative and productive to produce the best quality services.
3.4 Place
The company apple has been the most leading and advanced provided services, they
grasp the attention and the interest of the customers by its approach to distribution of its
products. Apple ensure their distribution level is premium. Company has 200 cities in the world
such as Canada, India, USA and UK (Ottman, 2017). They also provide their services on online
basis. To attract the student attraction, Apple also provides the best premium quality of
infrastructure and fantastic interior.
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3.5 Promotion
Apple is known for its smartest marketer in terms of promotions. To launch its Apple
iPad 9.7. They target students and teachers by offering products at low cost or prices. Generally,
Apple using ATL(Above the line) medium to communicate with their buyers as compare to
below the line medium (Pierce and Silvius, 2018). On the contrary, Apple also launched or
provides discount rates and different offers for their customers. Along with that, it will also
contribute the long range of product and services. On the other hand, Apple also should launch
some online Campaign for students and teachers to grab their attention level.
3.6 Price
Apple has kept high premium prices policy for its product (Shaw, 2016). The method of
settling the prices are unique, they firstly target or determine the market and then set the prices
accordingly.
Company also provides the distinct pricing approach for their iPad products in order to
make sure the best and approachable target pricing strategies in order to beet the needs of the
organizational goals. The strategy of the company is that to includes durability, flexibility to
maximize the prices.
Mix Current- what the
brand and sub brand
is doing now
Your
Recommendation
Why is your
recommendation
better
Product Products are too high
for medium and lower
class people.
Apple also needs to
make products as per
the needs of lower
class groups.
This helps company to
reach wide customer
attention.
Place Apple has limited
stores at some limited
prime places (Baines,
Fill, Rosengren and
Antonetti, 2017).
Company needs to
flaunt some new stores
in some more areas as
well.
This will help
company to make
more productive use.
Promotion Use of social media,
advertisement on
Company will also use
some new services or
Company also needs to
make the proper
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YouTube. promotional events. changes and growth.
Price Competitors pricing Low pricing strategy
will attract more new
number of customers
(Hawley, 2018).
The brand will be
classified as the one
that has a presence of
large number of
market share.
Section 4- Conclusion, ethics and social Responsibility
From the above report, it can be concluded that marketing activities consider marketing mix that
assists to communicate brand positioning into target segment. It helps to promote more desired
work performance and consistency (Connolly, 2015). Apple mainly determines their target
segment for educational sector for teachers and students. Furthermore, company made their
brand positioning with define brand image in front of customers. However, Samsung is the
biggest competitor of chosen business that provide high prominent qualities. With the help of
ethical and social responsibilities, it can be suggested that in particular enterprise it assists to
maintain benefits in particular society. Social responsibilities is a duty every individual which
perform and maintain balancing between economy and ecosystem. In other words, it can be
stated that ethics and social responsibilities work as theory in which every individual fulfil their
duties and tasks with certain actions. With this regard, balancing also created between economic
growth and welfare of society (Hajibaba and Dolnicar, 2017.). In the selected enterprise, it is
important because ethics concern moral judgements to see about wrong and right. Decisions are
also undertaken that are made among individual and groups. Ethical behaviour and corporate
social responsibilities create some significance at workplace.
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REFERENCES
Books and Journals
Arruda Filho, M. and et.al., 2014. How to Justify Purchase of an iPad: Users of the Latest
Launch. Journal of technology management & innovation. 9(3). pp.106-119.
Babiuk, C., Braun, S. L. and Campbell, W., 2015. Fundamentals of Public Relations and
Marketing Communications in Canada. University of Alberta.
Baines, P., Fill, C., Rosengren, S. and Antonetti, P., 2017. Fundamentals of Marketing. Oxford
University Press.
Becker, E. A., 2016. Graphic design students' perceptions of using apple iPads to create
sketches and promote idea generation. The University of North Dakota.
Connolly, R., 2015. Fundamentals of web development. Pearson Education.
Finn, J., 2017. The KISS Theory: Internet Marketing Fundamentals Keep It Strategically Simple
A simple approach to personal and professional development.
Hajibaba, H. and Dolnicar, S., 2017. How to prevent tourists from canceling when a disaster hits
the destination: promising measures, crisis-resistant target segment and leveraging peer-to-
peer networks.
Hawley, J.L., 2018. The rise of conversational commerce: What brands need to know partner+
experiential fundamentals= success!. Journal of Brand Strategy. 7(1). pp.23-27.
Hollensen, S. and Opresnik, M. O., 2015. Marketing: A relationship perspective. Vahlen.
JAING, Q., 2016. Pricing strategy. Month.
Kleinaltenkamp, M. and et.al., 2015. Fundamentals of Business-to-business Marketing. Springer.
Ma, B. and Chen, H., 2015. Examining the Causal Relationship between Screen Size and
Cellular Data Consumption. In PACIS (p. 180).
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Pierce, R. and Silvius, D., 2018, March. The beginning or end? iPad Pro 9.7+ Apple Pencil: A
Case Study of User Engagement. In Society for Information Technology & Teacher
Education International Conference (pp. 1672-1681). Association for the Advancement of
Computing in Education (AACE).
Shaw, S., 2016. Airline marketing and management. Routledge.
Online
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Product life cycle. 2018. [Online]. Available through: <http://productlifecyclestages.com/>.
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