Apple Segmentation, Targeting and Positioning

Apple Segmentation, Targeting and PositioningApple segmentation, targeting and positioning represents the core of its marketing efforts.

Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Common set of characteristics shared by Apple target customer segment include appreciating design, quality and performance of technology products and services over their prices. Positioning refers to the selection of the marketing mix the most suitable for the target customer segment.

Apple uses mono-segment type of positioning and accordingly, the positioning appeal is made towards a single customer segment illustrated in table below:

 

 

Type of segmentation

 

 

Segmentation criteria

Apple  target segment
Devices: iPhone, iPad, Mac, iPod Services: iTunes and the iTunes Store, Mac App Store, iCloud, Apple Pay, Operating system & software: iOS, OSX, iLife, iWork Accessories: Apple TV, Apple Watch and related accessories
 

Geographic

Region US and international US and international US and international US and international
Density Urban Urban Urban Urban
 

Demographic

Age 20 – 45 18 – 30 20 – 35 20 – 45
Gender Males & Females Males & Females Males & Females Males & Females
Life-cycle stage Bachelor Stage

Newly Married Couples

Full Nest I

Full Nest II

Bachelor Stage

Newly Married Couples

 

Bachelor Stage

Newly Married Couples

 

Bachelor Stage

Newly Married Couples

Full Nest I

Full Nest II

Income High earners High earners High earners High earners
Occupation Professionals, managers and executives Students

Professionals, managers

Professionals, managers and executives Professionals, managers
Behavioural Degree of loyalty ‘Hard core loyals’

‘Switchers’

‘Hard core loyals’

‘Switchers’

‘Hard core loyals’

‘Switchers’

‘Hard core loyals’

‘Switchers’

Benefits sought Sense of achievement and belonging

Self-expression

Speed of service, advanced features and capabilities

Speed of service

Efficiency

Efficiency

Speed of service

Recreation

Self-expression

 

Personality Determined and ambitious Determined and ambitious Determined and ambitious Determined and ambitious
User status Non-users, potential users Users

Non-users, potential users

Users

Non-users, potential users

Non-users, potential users
Psychographic Social class Middle and upper classes Middle and upper classes Middle and upper classes Upper class
Lifestyle[1] Resigned

Aspirer

Succeeder

Explorer

Aspirer

Succeeder Explorer

Aspirer Succeeder Explorer Aspirer Explorer

Apple segmentation, targeting and positioning

Apple Inc. Report contains a full analysis of Apple segmentation, targeting and positioning and Apple marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Apple. Moreover, the report contains analyses of Apple leadership, organizational structure and organizational culture. The report also comprises discussions of Apple business strategy and addresses issues of corporate social responsibility.

Apple-Inc.-Report

[1]According to Young &Rubican lifestyle classification model