Operating system & software: iOS, OSX, iLife, iWorkĪccessories: Apple TV, Apple Watch and related accessories
TARGET MARKET OF APPLE WATCH MAC
Services: iTunes and the iTunes Store, Mac App Store, iCloud, Apple Pay, Accordingly, “no longer do the barista and the corporate executive use the same iPhone - today, there are high-end models, consumer models, and a long line of old products the company keeps around to fill every niche and price point.” Īpple segmentation, targeting and positioning is illustrated in table below. However, after Tim Cook became CEO, the multinational technology company has been consistently increasing its product ranges shifting from mono-segment type of positioning to multi-segment positioning.Īs the name implies, multi-segment positioning attempts to target multiple customer segments at the same time with different product or service packages.
Under the leadership of late Steve Jobs, Apple mainly used mono-segment type of positioning, appealing to the needs and wants of a single customer segment. Apple targets its customer segment by tailoring products, services and overall business approach to appeal to the members of segment to a maximum extent. It is the final process, where companies attempt to associate their products and services with needs and wants of selected customer segment. Positioning refers to the selection of the marketing mix that is the most suitable for the target customer segment. A common set of characteristics shared by Apple target customer segment include appreciating design, quality and performance of technology products and services over their prices.ģ. The multinational technology company positions itself as a premium brand offering products and services with advanced functions and capabilities for additional costs.Īccordingly, Apple target customer segment comprise well-off individuals who are willing to pay extra for technology products and services with advanced design, functions and capabilities. In other words, targeting implies choosing specific groups identified as a result of segmentation to sell products to. This stage involves identifying segments that are most attractive for the business. Market segments need to be measurable, accessible, sustainable and actionable in order to be used for marketing purposes.Ģ. Specifically, customers can be segmented on the basis of their place of living, demographic variables, behavioural traits, psychographic characteristics and other variables. Segmentation involves dividing population into groups according to certain characteristics. Apple segmentation targeting and positioning initiatives include the following stages:ġ. Segmentation, targeting and positioning is needed because no company or product can be all things to all people. Apple segmentation, targeting and positioning represents the core of its marketing efforts.
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