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Segmentation, Positioning And Segmentation Of Apple Inc

753 Words4 Pages

Apple 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.
Target Market

Apple Inc. main target markets are as mentioned below:
1. Kids and Teenagers – Teenagers use iPod to socialize with friends, listen to music and go on social Medias such as Facebook, Twitter, and Instagram etc. There are also many gaming apps that appeal to them recently iPod have become quite a trend with teenagers. For kids these days family get them iPads so that they can download learning game apps and young children and kids.
2. College and University students – Most university students are allowed to use iPad or MacBook’s or even iPhone to take notes so it makes it easier for the students to quickly take notes and these notes are kept organized in their devices. Also these products are light which makes it easier for the students to carry the device around the

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