Apple Stp Analysis.
ASSIGNMENT SECTION -3.
BRAND SEGMENTATION AND POSITIONING.
APPLE I phone.
The I phone belongs to the line of smart phones which are designed & marketed by Apple Inc, the mobile operating system is iOS also known as the “I phone OS”, the very first generation of this phone was introduced back in 2007 and the most recent and the innovation in the product is in the form of I phone 5 i.e. the sixth generation which was released in 2012, the device includes a virtual keyboard and the user interface is built around the multi-touch screen, the device has outstanding wifi and cellular connectivity( 2G,3G, 4G and LTE). (Mossberg, 2006).
I phone is just more than a phone, it can shoot videos, click pictures, play music, sending and receiving of mails, web browsing, social networking, intelligent voice calling, GPS navigation and the unique app store that can be used to download more than 80,000 applications designed by Apple and third party. In total there are six generations of I phone. (W.S and Boehret,K, 2007)
Apple has noticed the Target market for the smart phones and began to venture into these markets, the unique selling proposition (USP) for this phone is its touch screen feature instead of the normal keypad and buttons as compared to the other regular phones.(The times100,2007).
MARKET SEGMENTATION & TARGETTING-
I phone is presently segmenting on the basis of psychographics that includes the social class, the lifestyle and the personality types and the behavioral segmentation that includes the brand loyal users, also the segmentation of demography only in case of the income level of the consumer remains constant for Apple as it was catering to the upper income level group only but now gradually it is shifting from upper to middle class by introducing schemes of EMI for the segment who was unable to afford the brand earlier is also now becoming the target market of the company.
Target segment | Needs of the consumer | Benefits of the product. |
BRAND SEGMENTATION AND POSITIONING.
APPLE I phone.
The I phone belongs to the line of smart phones which are designed & marketed by Apple Inc, the mobile operating system is iOS also known as the “I phone OS”, the very first generation of this phone was introduced back in 2007 and the most recent and the innovation in the product is in the form of I phone 5 i.e. the sixth generation which was released in 2012, the device includes a virtual keyboard and the user interface is built around the multi-touch screen, the device has outstanding wifi and cellular connectivity( 2G,3G, 4G and LTE). (Mossberg, 2006).
I phone is just more than a phone, it can shoot videos, click pictures, play music, sending and receiving of mails, web browsing, social networking, intelligent voice calling, GPS navigation and the unique app store that can be used to download more than 80,000 applications designed by Apple and third party. In total there are six generations of I phone. (W.S and Boehret,K, 2007)
Apple has noticed the Target market for the smart phones and began to venture into these markets, the unique selling proposition (USP) for this phone is its touch screen feature instead of the normal keypad and buttons as compared to the other regular phones.(The times100,2007).
MARKET SEGMENTATION & TARGETTING-
I phone is presently segmenting on the basis of psychographics that includes the social class, the lifestyle and the personality types and the behavioral segmentation that includes the brand loyal users, also the segmentation of demography only in case of the income level of the consumer remains constant for Apple as it was catering to the upper income level group only but now gradually it is shifting from upper to middle class by introducing schemes of EMI for the segment who was unable to afford the brand earlier is also now becoming the target market of the company.
Target segment | Needs of the consumer | Benefits of the product. |