Segmentation Targeting positioning
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The document discusses marketing segmentation, targeting, and positioning. It first describes the steps in segmentation as listing potential market segments and selecting which to target. Targeting involves customizing campaigns for each segment. Positioning aligns a brand to offer value compared to competitors in a particular segment. The document then provides an example analysis of Apple's iPhone X, identifying strengths like brand equity, weaknesses like high cost, and opportunities in growing markets. It outlines SMART objectives to increase sales and satisfaction. Segmentation, targeting, and positioning strategies are proposed for launching the iPhone X.
Segmentation Targeting positioning
- 2. 1. Segmenting • The segmenting step is essentially a brainstorming activity. • List out all the potential market segments you could target in a marketing campaign. • Niche companies sometimes have only one target market, while other businesses may have five or 10 possible segments, or more. 2. Targeting • When you have multiple, distinct market segments, you typically need to customize marketing campaigns that appeal to each. • Select which segment to target with your upcoming campaign. 3. Positioning • Positioning is how you align your brand or products in the target market. • The goal is to offer something that is bigger, better or more valuable than your competitors to a particular market segment. • Your positioning serves as your big-picture guide in building your marketing campaign. Waseem Shaikh
- 3. Importance Segmentation splits buyers into groups with similar needs and wants to best utilize a firm's finite resources throug h buyer based marketing. Attract the right customer. Reduce risk in deciding where, when, how, and to whom a product will be marketed. Increase marketing efficie ncy by directing effort specifically toward the designated segment in a manner consistent with that segment's characteristics. Helps in customer retention. Customer delight Reduce the cost of the company by not marketing the product where its not required. Waseem Shaikh
- 4. APPLE I-phone X • Apple Inc. is one of the most reputed brands in the history of Smartphone market. • With the help of its I-Phone product, the company becomes one of the leading organizations in the modern day environment dominated extensively by the technologies. • The huge impact in the contemporary Smartphone industry makes I-Phone the bestselling product as part of Apple. Waseem Shaikh
- 6. SWOT Analysis Strengths • Apple is recognized as a brand that always keeps their promise. Therefore, it possesses strong brand equity. • Innovative thought process allows Apple to develop unique products. • Apple iPhone utilize most updated and advance for of software. • This allows Apple to create very user friendly devices Weaknesses • All the Apple products are very costlier as compared to any other competitors. • As a result, it restricts many people from purchasing the product. • iPhone maintain a consistent design. Therefore, it lacks variety to attract more customers. Opportunities • The popularity of the smart phone is growing every day. It provides huge potential market for Apple to penetrate. • Currently, iPhone has restricted its business in the urban areas. • Therefore, there is still lot of market are there for Apple to cover for the business expansion Threats • Android operating system is the most obvious threat for Apple. • Google has able to create massive impact on the businesses of the mobile worldwide. • Several other organizations like Samsung, Motorola, etc. are also created huge impact on the mobile businesses. Waseem Shaikh
- 7. SMART objective Specific Increase the popularity of the iPhone’s all across the globe. Improve brand strength even further. Measurable Increase sales by up to 10% Increase satisfaction level of the customer by 25% Achievable Motivate potential customers to purchase iPhoneX. Improve customer service process to enhance the motivational level of the customers. Relevant Target untouched rural markets from all across the world in order to enhance the sales volume Implement effective marketing strategy to attract new customers. Time-bound Prime focus will be to increase the sales volume within three months after the launch of the iPhoneX. Waseem Shaikh
- 8. Segmentation • In the segmentation methods, the organization focuses on the characteristics of the customers in the society. • Apple mostly targets business professionals as their primary customers. • By launching the Apple I-phone X, the organization tries to engage the business professionals, teenagers, and people from higher-middle class society • Moreover, the organization would engage the geographical segmentation along with systematic behaviours for the enhancement of the segmentation methods Waseem Shaikh
- 9. Targeting • The market profile for new I-phone X will target both domestic and international customers. • Apple specially targets high and middle class society for their product promotion. • The CEO of the organization has discussed that I-phone X will be packed up with attractive features including high performance, enhanced camera and better display. • Consequently, they are going to target the age group of 25-30 year for the promotion of products. Waseem Shaikh
- 10. Positioning • Apple I-phone X tries to employ to meet the requirement of loyal customers in the society. • However, the marketing team has decided to engage new customers for I-phone X, as it would facilitate them in expanding business opportunity in an efficient manner. • The organization will be positioning their market based on the aggressive marketing strategy. Waseem Shaikh