Marketing Report: Apple Macbook Pro Consumer Segmentation

This report focuses on the consumer segmentation of the Apple Macbook Pro, delving into the identification of target demographics and their associated characteristics. The report begins by presenting a table outlining the consumer segmentation, highlighting various segments based on lifestyle, social media usage, and priorities. It then discusses the rationale behind the segmentation, emphasizing the five-factor framework: measurable, accessible, substantial, actionable, and differentiable. The report examines how Apple can reach these segments, leveraging social media and online presence. It also explores how the segmentation allows for tailoring the product and marketing strategies to meet the specific needs of each consumer group, whether they prioritize productivity or social identity. The report concludes by emphasizing the importance of creating a complete segment to encourage purchasing behavior.

Running head: MARKETING
Marketing
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MARKETING
2. Consumer Segmentation
2.1 Table of Consumer Segmentation
List of Segments Customer Profile
Sought Benefits Usage of the Social
media
Customer Lifestyle Observation of the
current trends
Identification of the
necessary
productivity within
the internal
atmosphere
Lower use of the
social media
Active lifestyle Non-existent-
Entirely focused on
the work purposes
Identifying
opportunities to
establish
considerable societal
identity
Higher level- Higher
connection with the
friends as well as the
family
The continuous
connection would be
appreciated
Higher societal value Higher priority level-
Depended on the
current trends, which
act as the major
point for the social
identity
Identification of the
possibility of
Higher- Tend to Intermixing the work Medium level of
priority- This

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maximising the
creative output
promote their works and social life medium priority
would be demanded
during the personal
selling process for
the brands. However,
the creative output
would be
considerably based
on secondary
aspects.
2.2 Rationale for the segmentation base
In order to identify the significance of buying the Apple Macbook Pro Laptops, it was
essential to explore the underlying benefits. Such segmentations are categorized by developing
the five factor framework, which are discussed further.
2.2.1 Measurable
This segment is conceptualized as a belief that signifies the measurable attributes of the
purchasing power and size. The application analytics are utilized to analyse the different benefits
derived from a Macbook Pro and identify the appropriate segments to which the customer
belong. For instance, a consumer can seek the better quality rather than the social identity.
2.2.2 Accessible

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Apple can serve or reach to the identified segment. It has been observed that Apple
already developed the advertisements in seeking productivity (Apple, 2016). In addition to this, it
has the remarkable positioning over the social media platform. Hence, the online creative
presence contributes to the brand identity of Apple.
2.2.3 Substantial
As per the reports presented by Ledovskikh (2015, p13), many consumers are buying the
Apple laptops that determining the higher involvement of the typical nature of the computers.
The base segment is providing such opportunities to the consumers for using these laptops with
ease and making the profitable tailoring in the market.
2.2.4 Actionable
Base segment is established through launching a program, which covers the outlines for
the targeted consumers by judging their social and working environments. It would even require
the adequate support of the staffs for diverse program segments.
2.2.5 Differentiable
The program determines the distinguished product segment from the other players in the
market. The establishment of the proper marketing mix would be much helpful in such context.
The individual customer is therefore allowed to concentrate on either productivity or the
social identity. For example, the person who is much fond of productivity cannot allow the
creative output to control the needs. It can be done the same if a person seeks the product for
social identity rather than the productivity. However, it is thus essential for the individuals to