Apple Inc. Marketing Principles: Segmentation, Targeting and Strategy

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Added on  2022/12/15

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This report provides an analysis of Apple's marketing principles, specifically focusing on segmentation and targeting strategies for the iPhone. It delves into the company's approach to segmenting its market based on demographic, psychographic, and behavioral factors. The report examines how Apple targets specific consumer groups based on age, income, lifestyle, and brand loyalty. It discusses the importance of understanding consumer behavior and tailoring products and services to appeal to the target segment. The analysis includes references to relevant academic sources and online resources, providing a comprehensive overview of Apple's marketing strategies. This report is intended to provide insights into the company's marketing practices and how they contribute to its success.
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Marketing Principles – MKT
120 project -2 - Spring 2021
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TABLE OF CONTENTS
REFERENCES................................................................................................................................4
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Apple Inc.
Product- Iphone
Segmentation
Market segmentation is basically is structured around the various variables. Apple uses
demographic, psychographic and behavioural segmentation for segmenting its customer group.
Under the demographic, the company has taken into consideration the income, age and gender of
the customer group while in the psychographic it has incorporated lifestyle of the people to
which it has linked or connected its product (Dudovskiy, 2021). At last in the behaviour in which
the company focussed on understanding the acts and behaviour of the customers like their
purchasing habits, brand interaction etc. in order to grab and retain the customers.
Targeting
In case of Apple Iphone, the market targets are based upon the segments which are
clearly defined below. Demographic: In this, the company has targeted both male and female with the age
group between 22 to 55 years. In terms of purchasing power of the consumers, being an
affluent brand, its has targeted medium to high income group of individuals. Psychographic: Apple has considered lifestyle of individual which is synonymous with
income and also the income group is medium to high, the lifestyle that the company
targets is modern, young and open to change and so forth (Positioning of Apple | Apple
Segmentation, Targeting and Positioning. 2018).
Behaviour: Hardcore loyalist-, it is being determined and analysed by Apple that once an
apple user, is always an apple user. Individuals who have used Apple phone once will
become very loyal to the brand and will have very less chance of changing their brand.
Apple targets its customers by tailors its products and services and the overall business approach
in order to appeal to its target segment to a maximum extent.
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REFERENCES
Books and Journals
Online
Dudovskiy, J., 2021. Apple Segmentation, Targeting and Positioning. [Online]. Available
Through:<https://research-methodology.net/apple-segmentation-targeting-and-
positioning/>.
Positioning of Apple | Apple Segmentation, Targeting and Positioning. 2018. [Online].
Available Through:<http://heartofcodes.com/positioning-of-apple/>.
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