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STP(segmentation ,targeting& positioning ) of Apple .

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STP(segmentation ,targeting& positioning ) of Apple .

  1. 1. 1 Segmentation, Targeting &Positioning of Apple
  2. 2. Positioning process Segmentation Identify variables that allow one to segment the market Targeting Evaluate the attractiveness of each segment and choose a target segment positioning Identify positioning concepts for each target segment select the best & communicate it
  3. 3. 3 value of the two segments Attribute 1 Low PRICE Attribute 2 BEAUTY Attribute 3 DURABILITY Segment 1 Segment 2
  4. 4. 4 Market segmentation is the process of dividing a market into distinct subsets ,where any subsets may conceivably be selected as a marketing target to be reached with a distinct marketing mix What is a Market Segment ?
  5. 5. 5 Characteristics of the customer Apple segments : Business professionals (Mac,Ipads,Iphones,apple pencil etc.. Teenagers/gamers/music enthusiasts (Ipod,iphones etc. Systematic ,product – related behaviors Apple : Its products are available online on ecommerce platform and also available at brick and mortar stores Benefits Sought Apple . Innovation : customers seek innovation as a benefit that’s the reason apple keep on innovating its product. Geographical segmentation Apple retail stores are located in highly populated city Around the world ,global presence, with online presence official website in 88 countries Segmentation Methods
  6. 6. 6 Generation Y Born :1977-1997 Coming of Age:1995-2015 Share of pop:30% Cohort Analysis Millennia's Generation why Likes Free content Tele-commuting Everything social Wireless The “right fit” Dislikes Anonymous mass marketing Restricted access
  7. 7. 7 Segmentation selection criteria Number & strength of competitors Will provide streams of constant cash flow to maintain operations and turn into profitability. Improve the ability to generate internal funds. Ease of entry into segment Decrease new product/service developments timeline and improve overall ROI. Growth of segment This will help on kick start and fund new product/service developments in a timely manner. Current co position within segment Provide an edge regarding how to position your targeted ads. Segmentation size 54 2 31
  8. 8. 8 1. Develop measures of segment attractiveness 2. Select among attractive segment based on business capabilities Market Targeting Perfect Stayaway! Domination is essential Beware of the shake - out Profit potential High low High Low
  9. 9. What is a Brand ? Formally… …. A proprietary trademark for a specific product or service Conceptually…… A “contract” from the company to its customers; A promise of specific benefits, quality, and value. A relationship 9
  10. 10. 10 Apple computers Offers ….the best personal computing experience to students,educatrors ,creative professionals and consumer around the world though its innovative hardware, software and internet offerings Apple Positioning statement 155 MILLIONPositioning statement Target segment Point of difference Frame of reference
  11. 11. 11 A positioning statement defines the value proposition of product to the target market . Target market (for whom) Point of difference (reason to buy) Points of parity (frame of reference). Positioning is implemented through all elements of the marketing mix :product ,price ,place ,promotion. Positioning statement
  12. 12. 12 The role of positioning Strategic &technological vision Positioning Product development Messaging
  13. 13. 13 Associations that are not unique to the brand they are shared with other brands Category pops: association consumer views as necessary to be considered credible Ex:grocery store must have certain products (ex-milk /eggs etc. Competitive pops: association designed to negate competitors point of difference --all toothpaste prevent cavities and Points of parity (pop)
  14. 14. 14 Point of difference Strongly favorable ,unique brand association Similar to notion of USP- (unique selling proposition) SCA-sustainable competitive advantage (achieve an advantage in the marketplace for a prolonged period of time
  15. 15. 15 Market Positioning
  16. 16. THANK YOU Thanks for your time and patience.

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