Comprehensive Marketing Report: Apple iPad 9.7 Targeting Businessmen

This report provides a comprehensive analysis of the marketing strategies employed by Apple for its iPad 9.7, focusing on targeting business professionals. It begins by identifying the target segment and analyzing its attractiveness, followed by an examination of Apple's brand positioning strategies, which emphasize innovation, quality, and individuality. The report then delves into the marketing mix, evaluating current strategies and recommending improvements, particularly in product, place, promotion, and pricing. Key recommendations include adopting a core product concept, expanding online availability, and utilizing social media and email marketing for promotion. The report concludes with a summary of the proposed marketing mix adjustments, aiming to enhance sales and customer engagement by focusing on the convenience and advanced features of the iPad 9.7 for business use. This report is available on Desklib, a platform offering AI-based study tools for students.

Fundamentals of Marketing

EXECUTIVE SUMMARY
The following report includes the marketing strategies of Apple I pad 9.7” for targeting
business men across the world. It provides the reason for selecting the particular target segment
as well as focuses on segment attractive table that provides the information of several factors
related to segment. Apart from this, Brand positioning of the project is been discussed which
emphasise on certain factors such as developing brand personality, focusing on providing
innovative services and providing the individuality of their products from the exiting one in
market and highlighting the advanced features of all devices which make them most suitable fro
their purposes. Apart from this various marketing mix strategies has been recommended which
can be adopted for effective ales in comparison to present strategies which are adopted by Apple
for selling their product among different market segment. Also, thee devices are considered to be
best for facilitating various business as they posse certain features that can effectively handle
many operations which are adopted in business activities.

Table of Contents
INTRODUCTION ..........................................................................................................................2
SECTION-1.....................................................................................................................................2
Target Segment of Apple I-Pad 9.7”...........................................................................................2
SECTION-2 ....................................................................................................................................3
Brand Positioning........................................................................................................................3
SECTION -3....................................................................................................................................6
Marketing Mix...........................................................................................................................6
SECTION-4.....................................................................................................................................9
CONCLUSION...........................................................................................................................9
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INTRODUCTION
Fundamental of marketing is very important in order to promote the product in market by
persuading the individual about its special features which are suitable for satisfying their needs
and requirements. The following report discuses various aspects of target segment of Apple I
pad such as the brand positioning which is done in order to make a different image in the mind of
Business men who can use it for their own convenience. Apart from this the market mix of I pad
is discussed which will lead to increase their sale among the target customers with effective
strategies that follow several tactics (Datta, Ailawadi and van Heerde, 2017). Also, it emphasis
on various concepts which are used in marketing mix such as influencing business person to use
the product in order to achieve their goals and objective by using I pad that ha advanced
technological features which will facilitate them for many purposes.
SECTION-1
Target Segment of Apple I-Pad 9.7”
Segmentation can define as the process which includes bifurcating the group of potential
customer according to their similar characteristics. This concept is needed to be targeted by the
manufacturer in order to market its product or services in accordance to their choices and
preferences by formulating strategies for promotion to attract them for buying their offerings.
For Apple I-Pad 9.7” product, segment of Business men are targeted for selling. As it is
considered to be handy tool that facilitates all commercial activities because it can be fetched
easily on devices like tablets which has eliminated the barrier of communication as individual
can contact anyone at anywhere (Slater, 2015).
Attractiveness table for this segment
Usage Segment Low Moderate High
Size and Growth - - High
Structural
Attractiveness
- - High
Objectives and
Resources
- - High
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The segment which is selected has high growth a well as size because there is an
enormous increase in business activities in the country and every person require to handle all
operations in an easy an instant manner which this product provides and technological devices
has a wide scope for growth among business men. The structural attractiveness is high because
the service which are served by Apple i-pad has created a brand loyalty and individuals are very
familiar with this brand (Huang and Sarigöllü, 2014). Objective for the use of product is for
important trade activities and the resources which are required for availing this product is more
demanding as the prices are very high and customer values the product more instead of prices.
SECTION-2
Brand Positioning
Brand positioning is a concept which include developing of an image in the mind et of
buyers to gain competitive advantage over rival who are present in particular market. This
strategy is considered to be very important as it tends to convinced the individuals which affects
their choices and prefer them over other similar existing products (Wirtz, Tuzovic and
Kuppelwieser, 2014). Some strategies which are followed by Apple for creating an effective
brand positioning among Business men are :
Development of Brand Personality- They mostly focuses on the emotion of individual
which tends to provide them a better experience. The adoption of brand personality is all about
relating it to adopting a lifestyle, innovation, imagination, dream, hopes as well as aspiration
through with every individual wants to get connected with. This essence makes every high class
level customer to buy it for attaining this particular sense.
Promoting through quality and individuality- Apple promotes themselves as a brand
which completely focuses on providing them most advanced and innovative technology to their
customer for making their life better. This provides them an individuality from other brands
which are available in market (Perreault, Cannon and McCarthy, 2015). They promote
themselves for extra ordinary quality services from their product for every purpose.
Highly Featured Devices- They have established themselves a the provider of highly
featured devices such Apple I pad 9.7” which specially targets segment of business men that
provides them various feature which facilitate their commercial activities (Krush, Sohi and
Saini, 2015). Every business person can use this highly advanced tablet that features artificial
intelligence which serves the user in different manner. As they can perform many function such
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as conference video call, effective schedule manager as well as reminder and many other
function which are technologically advanced.
Point-of-Difference' of Apple I-pad are:
 Advanced Artificial Intelligence
 High Quality
 Unique Features
 Light Body Weight Devices
 Effective Brand Personality.
Some of the competitors of Apple such a Samsung and Sony has focused on the pricing
strategy for the brand positioning which focuses on providing product at affordable prices with
moderate features.
Positioning map for Apple I-pad is given below:
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Illustration 1: Map showing positioning of Apple Ipad according to performance and
appearance

SECTION -3
Marketing Mix
There are various stages in the life cycle of product which include introductory, growth,
maturity as well as declination. Apple I pad lies in the stage of maturity where it has established
themselves in market and holding a huge base of consumers that mostly include Business
individuals. In maturity stage, company focuses on improvement of product as it has already won
the trust on consumer. Therefore, they tries to introduce new features in order to provide them
more satisfaction with their excellency (McDonald and Wilson, 2016). Apart from this, new
strategies for promotion can be formulated in order to promote the product at completely new
level such as more focus on social media techniques that will lead to provide an instant
implementation of any promotional strategy. Apple I pads need to promote themselves as a very
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Illustration 2: Positioning map of Apple Ipad according to Price and Performance

handy tool in order to target the segment of business men and persuading them for the suitability
of its feature for making their business activities more effective.
Diffusion of Innovation is defined as using innovative strategies for attracting the target
segment of product. For this, Apple is focusing on developing creative social media content
which can attract Business Men segment of customers who are present around the world and will
lead to provided effective approach to them.
Apple I pad considered to be speciality consumer product a it is needed by the high class
level of customers that includes business men for their commercial purpose. The brand is very
critical to name a it provides them a sense of privilege of using highly advanced technological
devices that maintain their status as well as their business (Cant and Wiid, 2016). They are
available at their own stores which are present across the world from where customer can buy
them a well a end it for various other services or technical problem that might occur while using
them. The prices of these products are very high as they target upper class level of customers
through skimming pricing strategy as these types of customers tends to give more value to
product in comparison to buyers. Advertisement of Apple I pad is done through personal selling
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Illustration 3: Product Life Cycle Curve
(Source: Product Life Cycle Stages, 2018)

in which it is sold at their own brand stores and customer can avail every information from their
only.
Product- The core product concept should be adopted by Apple I pad because it
persuades the customer regarding the convenience which the customer should buy or prefer it
over other brand. A there are many features which can facilitate their trade related activity
therefore this should be reason for its preference over other products.
Place- Presently, these products are exclusively present at Apple store which are situated
at every city. They have a strong presence around the world but it should be present at online
stores to make it convenient for every business men which can lead to save their time which
involves in processing of buying or exploring any new product. There should be apps which can
tend to regulate every services regarding it (Singh, 2018). The distribution channel which should
be adopted by them is direct which involves no middle man for selling their prod cuts.
Promotion- Currently, it is focusing on broadcasting themselves through television in the
form of advertisement. They can use the message such as 'Business with innovation' to make it
relatable with purpose. But they should grab the opportunity of the increasing trend of social
media trends. Some of the strategies of the promotion which they can use are
Social Media Techniques- It involves the use of various social media platform which can
be use for targeting the market segment as it is very instantaneous and provides an effective
approach, to larger audience which can be very beneficial for them.
Email Marketing- As these business individual are mostly engaged with emailing various
other person for trade purpose. There it can a good opportunity to attract the through sending
advertisement emails to them providing every information regarding the product and its benefit
which can attract them.
Sales Promotion- It can be one of the effective strategy in which various offers can be
introduced which will lead to increase their sales for a particular time period.
Price- The strategy which is used by them for pricing is skimming strategy in which they
keep the price of their product very high (Babin and Zikmund, 2015). But they should follow
semi skimming strategy by making their price more affordable and can attract business men of
middle as well as higher class.
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MIX Current Strategy Recommendation Reason
Product Augmented Product
concept
Should adopt the core
product concept
It will create better
differentiation among
customers
Price Skimming Pricing semi Skimming
Pricing strategy
should be adopted as it
will attract other
customer as well
This can increase their
customer base from
those who are price
sensitive also.
Place Retail Availability on online
stores
It will make accessing
more easier
Promotion TV Commercials, Bill
Boards
Social Media
Techniques, Sales
Promotion, Email
Marketing
Maximise in cost and
time effectiveness.
SECTION-4
CONCLUSION
It has been concluded that marketing mix which should be followed by Apple for their I
pad product should use the core concept of product which will persuade the target segment to
focus on convenience for which the product should be used in order to provide them various
facilities for accomplishment of their several business activities apart from that the places from
where product will be available is their brand store, apart from which online availability of the
product should be there which will lead the to provide an easy access that will benefit them
indirectly. Apart from this, pricing strategies which should be used is semi skimming pricing
strategy in which prices must be reduced to some extent that will lead to provide other business
men from middle class level to buy it for their own fulfilment. Promotion must be done through
social media technique that will lead reduce their efforts which are used for other promotional
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activities; Email marketing can be one of the effective promotional strategies where all
advertisements are through sending email which can b easily accessed by them during work.
Sales promotion will lead them to provide them an opportunity to buy product at lesser prices
that will definitely lead to increase sale for a particular time period.
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REFERENCES
Books and Journals
Datta, H., Ailawadi, K. L. and van Heerde, H. J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Perreault, W. D., Cannon, J. P. and McCarthy, E. J., 2015. Essentials of marketing: A marketing
strategy planning approach. McGraw-Hill Education.
McDonald, M. and Wilson, H., 2016.Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Singh, S.K., 2018. Relationship Marketing In Competitive World an Essential Strategy. GST
Simplified Tax System: Challenges and Remedies. 1(1). pp.390-349.
Babin, B. J. and Zikmund, W.G., 2015.Exploring marketing research. Cengage Learning.
Cant, M.C. and Wiid, J.A., 2016. The use of traditional marketing tools by SMEs in an emerging
economy: a South African perspective.Problems and perspective Management. 14(1).
pp.64-70.
Krush, M. T., Sohi, R. S. and Saini, A., 2015. Dispersion of marketing capabilities: impact on
marketing’s influence and business unit outcomes. Journal of the Academy of Marketing
Science. 43(1). pp.32-51.
Slater, S. P., 2015. The Tasks of Strategic Market Management: The Role of Marketing. In
Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference(pp.
667-667). Springer, Cham.
Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's
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Online
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Product Life Cycle Stages. 2018. [online]. Available
Through<http://productlifecyclestages.com/>
Diffusion Model. 2018. [online]. Available Through<https://www.smartinsights.com/marketing-
planning/marketing-models/diffusion-innovation-model/>
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