Zainabid Munir Akber
This report will identify the positioning of Apple’s notebook product line ‘MacBook’ to its relative competition by the use of marketing concepts such as; segmentation marketing, target marketing, buyer behaviour, product strategy and how the company has enhanced the product over the years.
INTRODUCTION TO MARKETING & POSITIONING
The birth of ‘Marketing’ happened centuries ago where vendors in ancient times tried to seduce the oncoming customer by chanting in loud noises and catering to the customer needs by negotiation of price or assumption of what they might need aside from what they were actually looking for. Over the years, this process has been refined, given a title and has many sub categories. In recent times the product has moved away from the screaming vendor to a more global audience through the means of technology. Where one product was sold to a customer when the customer went looking for it, now the product itself has an identity and comes to the customer via different processes. This identity has been described as ‘Positioning’. It is the perception of the desired product’s status in the target market by using relative marketing strategies such as; cost of the product, how it was promoted, packaging, distribution and who are the possible competition. MARKET SEGMENTATION
A market is divided normally into segments. It is indeed in the end an accumulation of customers of any given product. And the customer(s), the one who flourishes a market, are of different characteristics and behaviour. There are in fact many contrasting mind set of customers. Henceforth it is only natural that a market would be divided into different segments accordingly. Market segmentation is important because the customer of a product is not of an homogenous group. They vary according to their needs, preference, resource and behaviour. It is not possible to indulge every individual demand so marketers divide customers into segments by the factors they have in common. Through this process, marketers can identify the difference between segments and henceforth decide the appropriate strategy for each group.
The art of market segmentation was invented in process to achieve a purpose. Certain criteria are important to meet in order for it to be useful towards development and implementation of marketing programmes: •Identifying different bases to segment the market
•Produce and design profiles of such segments
•Process to make segments attractive
•Select target segments
•For the selective target segments Identify the advantages and start positioning concepts •Development process of marketing mix of selected segment and chosen position Market Positioning
•Potential of segments, size, power and profiles can be measured. Measurable
•The Segments should be easily reachable and served through process of communication Accessible
•Segments should be profitable. No point in being sizeable without profit. Substantial
•Segments should comply with each element accordingly of different marketing mix. Different
•Segments should be able to attract and be compatible with the capability of the firm Compatibility
•Segments should be consistent in order to minimizing the cost of frequent changes. Endurable
BASES FOR SEGMENTING THE CUSTOMER MARKET
This process involves dividing the market into segments and then paying attention towards few of the key segments. The most intelligent part of this process is how it incorporates promotion, prices, and distribution of the product while making it all cost effective. Target marketing is not same as market segmentation, which comes prior to this. Many selective process needs to be carried out beside segmentation in order to move on towards target marketing.