Apple Marketing Plan - Individual Essay
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Principles of Marketing
Individual Essay
by
Segmentation, targeting, differentiation and positioning strategies adopted by Apple for its iPad
Rome, November 2011
EXECUTIVE SUMMARY
Paper examines segmentation-targeting-positioning process on the case of newest mass product of Apple – iPad. It is focused on specific nature of iPAd, segment between established market segments – cell phones of third generation and notebooks/laptops. Further iPad is direct competitor to eBook readers as well as competitor to some of the products from Apple portfolio, like iPods of different kinds.
Key words: Apple, iPad, strategy, STP
INTRODUCTION
This essay giving short overview of STP process and analyze as much as it is possible efforts of the Apple in promotion of iPad. It is not easy evaluate efforts of the company which is champion in development of the product greeted coolly and with some extent of irony by IT practitioners. However, at the end Apple is laughing with great enthusiasm for the future projects, and IT practitioners are staying confusing by growing segment of users of it toys.
This paper is based on analysis of secondary data from credible web sites as well as from the academic journals. It is mostly reflection of authors own thinking and attitudes in some extent, as well positions of leading commentators of development in hi-tech.
The main goal of this paper is to identify key factor of success of Apple brand extension and importance of psychographic variables using.
ANALYSIS AND DISCUSSION
Segmentation is the process of identifying stratums of the customers with common or similar needs and similar patterns of shopping. Understanding of segmentation is essential in preparing appropriate marketing strategies for each chosen segment. Segments are usually described as the peaces of the tangerine that are entities with fragile connection under one surface. (Lehmann, D. and Russell S. 1994)
Criteria of segmentation are endless
Principles of Marketing
Individual Essay
by
Segmentation, targeting, differentiation and positioning strategies adopted by Apple for its iPad
Rome, November 2011
EXECUTIVE SUMMARY
Paper examines segmentation-targeting-positioning process on the case of newest mass product of Apple – iPad. It is focused on specific nature of iPAd, segment between established market segments – cell phones of third generation and notebooks/laptops. Further iPad is direct competitor to eBook readers as well as competitor to some of the products from Apple portfolio, like iPods of different kinds.
Key words: Apple, iPad, strategy, STP
INTRODUCTION
This essay giving short overview of STP process and analyze as much as it is possible efforts of the Apple in promotion of iPad. It is not easy evaluate efforts of the company which is champion in development of the product greeted coolly and with some extent of irony by IT practitioners. However, at the end Apple is laughing with great enthusiasm for the future projects, and IT practitioners are staying confusing by growing segment of users of it toys.
This paper is based on analysis of secondary data from credible web sites as well as from the academic journals. It is mostly reflection of authors own thinking and attitudes in some extent, as well positions of leading commentators of development in hi-tech.
The main goal of this paper is to identify key factor of success of Apple brand extension and importance of psychographic variables using.
ANALYSIS AND DISCUSSION
Segmentation is the process of identifying stratums of the customers with common or similar needs and similar patterns of shopping. Understanding of segmentation is essential in preparing appropriate marketing strategies for each chosen segment. Segments are usually described as the peaces of the tangerine that are entities with fragile connection under one surface. (Lehmann, D. and Russell S. 1994)
Criteria of segmentation are endless
References: 2. Kotler, P. (1999) Marketing Management: Analysis, Planning, Implementation, and Control, 10th edition, Englewood Cliffs, NJ: Prentice-Halll, 1999 3 ▪ http://www.globalshiksha.com/books/Positioning-Guide-Ind-Mfg-Products-and-Components-Segment/ (All web sites accessed at November 18, 2010)