Question

Consider the market segment you created for the Apple iPhone. What would be the two most important things this customer would consider when shopping for a smartphone? Now, locate a marketing communication (ad, web page, social media post, etc.) that is designed to appeal to this customer. Is Apple positioning the product correctly? Why/why not? Include a screenshot that I can clearly read and explain your answer.

Answer 1

Apple is Segregated through behavioural segmentation and demographic segmentation wherein behavioural traits like high loyalty, high usage rate and affluent status while demographic wise we see Age between 16-60 both males and females.

Customer usually look for pricing points, better utility and availability and buyback features along with aesthetics apeal and brand awareness beforehand.

Marketing campaign of Apple focuses on high quality and buyback schemes and innovation which attracts loyal customers who are target audience.

Apple positions its product correctly in premium pricing segment for its quality of product and innovation in technology offered. It focuses on black and white advertising to remain clutter free and also offers best in class design and configuration specimen in its advertising across all mediums.