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 makes a positing appeal towards a single customer segment. The multinational technology company positions itself as a premium brand offering products and services with advanced functions and capabilities for additional costs. Accordingly, 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.

Apple segmentation, targeting and positioning is illustrated in the following table:

 

 

Type of segmentation

 

 

Segmentation criteria

Apple  target customer segment

Devices: iPhone, iPad, Mac, iPodServices: iTunes and the iTunes Store, Mac App Store, iCloud, Apple Pay,Operating system & software: iOS, OSX, iLife, iWorkAccessories: Apple TV, Apple Watch and related accessories
 

Geographic

RegionUS and internationalUS and internationalUS and internationalUS and international
DensityUrbanUrbanUrbanUrban
 

Demographic

Age20 – 4518 – 3020 – 3520 – 45
GenderMales & FemalesMales & FemalesMales & FemalesMales & Females
Life-cycle stageBachelor 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

IncomeHigh earnersHigh earnersHigh earnersHigh earners
OccupationProfessionals, managers and executivesStudents

Professionals, managers

Professionals, managers and executivesProfessionals, managers
BehaviouralDegree of loyalty‘Hard core loyals’

‘Switchers’

‘Hard core loyals’

‘Switchers’

‘Hard core loyals’

‘Switchers’

‘Hard core loyals’

‘Switchers’

Benefits soughtSense of achievement and belonging

Self-expression

Speed of service, advanced features and capabilities

Speed of service

Efficiency

Efficiency

Speed of service

Recreation

Self-expression

 

PersonalityDetermined and ambitiousDetermined and ambitiousDetermined and ambitiousDetermined and ambitious
User statusNon-users, potential usersUsers

Non-users, potential users

Users

Non-users, potential users

Non-users, potential users
PsychographicSocial classMiddle and upper classesMiddle and upper classesMiddle and upper classesUpper class
Lifestyle[1]Resigned

Aspirer

Succeeder

Explorer

Aspirer

Succeeder Explorer

Aspirer Succeeder ExplorerAspirer 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, Ansoff Matrix 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, ecosystem and addresses issues of corporate social responsibility.

 

Apple-Inc.-Report

[1]According to Young &Rubican lifestyle classification model