Apple : strategic marketing (english)
2125 mots
9 pages
Strategic Marketing APPLE I.
Market segmentation
a) Geographic, demographic, psychographic Apple’s part of a market identifiable as having particular customers with specific buying characteristics: Region Population density Age Gender Generation Religion Social class Activities Interest Worldwide company Classified as urban Ipod:12 to 25 Iphone: 20 to Computer: 20 40 to 35 Masculine and feminine 80s, 90s Every High Professional Society, upper class Student, Office worker Videogames, Internet, quality, software
b)
Behavioral
The company seems to understand what will get people excited about its products, and then it executes on that vision. You don't see the company mainly talking about features or technology, but about how the computer will make your life better. Apple also has not been afraid of in-your-face campaigns. The company has run campaigns that have shown Intel-based laptops catching fire and getting flattened by steamrollers.
II. Defining target market
a) Differentiation
At its most basic level, competitive strategy is deeply rooting in being different from rivals. For years Apple used the phrase ‘'Think Different'’, a marketing slogan that not only shaped consumer perception but also represents the company's internal activities. Today, these internal activities remain aligned with that slogan despite Apple dropping it in 2002. The '’Think Different'’ mindset is firmly embedded in the company's culture and is clearly evident in Apple's approach to product and software design, integration, and ease of use. b) Mass
Nowadays a lot of apple’s products are designed for everybody. For example the Ipod Nano or Ipod Touch or any Walkman who’s coming from apple, are mass products, due to several reasons as: • The ease of utilisation • Reasonable price, not more expensive than other Walkman • Awesome design for most of the people But more specifically mass products which coming out from apple’s factory are