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The current consumers of the IPhone range from younger children all the way up to the elderly. Nationality, religion or family status are not necessarily a factor in the current consumers or future. Income is a factor since the range of price is $300.00 to $10,000.00 we need to consider areas where people will be able to afford to purchase the product and not concentrate as much in areas where poverty is high.
Strategy and Positioning Paper7Third criteria is psychographic, what are the interest of the consumers, and what the lifestyle of that consumer is. We need to look at what the product offers and how it will change the consumer’s lifestyle. One of the biggest change will be not having two or three electronic devices and having one device that you can wear on your wrist. The fourth criteria is behavioral, are consumers loyal to the Apple brand, financially is it an affordable product and is the iWatch something that can benefit the consumer. Many consumers of the iPhone have been long time Apple customers, and tend to stay with the Apple brand since they know the dependability of the brand. Since the iWatch comes in a wide price range then affordability is there. Since the iWatch combines a fitness tracker, apps, messaging and time it targets everyone who would love to have that one device that can basically do everything instead of having three different devices.Target MarketRemaining consistent with past product, we intend to advertise to product of all ages. This will be ensured by carrying mediums of advertising and the content within the advertisements. For example, we endeavor to appeal to younger audiences through the displayingof games available upon the iWatch through Television advertising. Whereas for older audiences (50+) we shall advertise to their age group through advertisements in the paper or via Radio describing simplicity, functionality and compact nature of the iWatch. Similarly for middle-aged audiences, the functionality, compact nature and the simplicity of the iWatch will be advertised, however, through a different medium – Social Networking Sites, such as Facebook, Twitter and YouTube (“The Apple iWatch”, 2015).
Strategy and Positioning Paper8Imagine a product that can be adapted to any age group and any demographic. That is what Apple has made in the iWatch. They have infused something as simple as a wrist watch, which has been worn for hundreds of years, and infused it with all the technology of the day. They have taken something that we use, and most cannot live without, and put it into a product that can be used by all ages. By their own admission they are going to be advertising the iWatch to all ages through the various mediums of advertisement. By using differing advertising mediums they are able to reach each age group that they wish to sell their product too.