Iphone Marketing Assignment
Sales Promotion and Publicity
Group Project Part 1 iPhone Backgrounder
Segmentation
Professional: used to stay in touch and record information while on the go. Using applicants such as email, instant messaging and Mac OS for notes and record keeping.
Students: used for style and individuality. Perform numerous functions without carrying multiple gadgets. (iPod, phone, TV shows, Internet, PDA, phone)
Corporate Users: Input and access data on the go.
Competition
The smart phone market is very competitive. Apples main competition consists of a broad range on companies such as, RIM Blackberry smart phones, pearl and curve, Ipaq messenger, Pocket PC series, Nokita E. Most of their competitors have been in the smart phone industry for a longer period of time then Apple. This allows them to offer their offer their products at a cheaper price and to continue or have already established contracts with large businesses.
Targeted Consumers: iPhone’s primary customer targets the middle-upper income professional that needs a portable device to coordinate their busy schedules and to communicate with colleagues, friends and family. Our secondary consumer targets are high school, college and graduate students who need one portable multifunction device.
Demographics- Generation Y, middle-upper income, ages 18-40
Geographics- Europe, United States (New York and California), Japan
Psychographics: business style, technologically oriented, urban
Behavior Response- early adopters, keeping up with new trends
Digital Live America Solution Research Group performed an independent syndicated trend study on the iPhone with the selling point of $499. The results were as follows:
72% of purchasers are male
31 is the average age of purchasers
58% have completed college
43% are either from New York or California
15% were from interested in purchasing from T-Mobile, 12% from AT&T, 7% from Sprint, and 4% from Verizon
$75,600 was the average
Group Project Part 1 iPhone Backgrounder
Segmentation
Professional: used to stay in touch and record information while on the go. Using applicants such as email, instant messaging and Mac OS for notes and record keeping.
Students: used for style and individuality. Perform numerous functions without carrying multiple gadgets. (iPod, phone, TV shows, Internet, PDA, phone)
Corporate Users: Input and access data on the go.
Competition
The smart phone market is very competitive. Apples main competition consists of a broad range on companies such as, RIM Blackberry smart phones, pearl and curve, Ipaq messenger, Pocket PC series, Nokita E. Most of their competitors have been in the smart phone industry for a longer period of time then Apple. This allows them to offer their offer their products at a cheaper price and to continue or have already established contracts with large businesses.
Targeted Consumers: iPhone’s primary customer targets the middle-upper income professional that needs a portable device to coordinate their busy schedules and to communicate with colleagues, friends and family. Our secondary consumer targets are high school, college and graduate students who need one portable multifunction device.
Demographics- Generation Y, middle-upper income, ages 18-40
Geographics- Europe, United States (New York and California), Japan
Psychographics: business style, technologically oriented, urban
Behavior Response- early adopters, keeping up with new trends
Digital Live America Solution Research Group performed an independent syndicated trend study on the iPhone with the selling point of $499. The results were as follows:
72% of purchasers are male
31 is the average age of purchasers
58% have completed college
43% are either from New York or California
15% were from interested in purchasing from T-Mobile, 12% from AT&T, 7% from Sprint, and 4% from Verizon
$75,600 was the average
Cited: Casey Macleod. . "Public going crazy for iPhones. " Leader Post [Regina, Sask.] 12 Jul 2008,D.1. Canadian Newsstand Major Dailies. ProQuest. Library Learning Commons, George Brown College, Toronto. 17 Mar. 2009 http://www.proquest.com/