Team E 2016 Strategy and Positioning Analysis Apples iPhone 7 Likely responses

Team e 2016 strategy and positioning analysis apples

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Team E, 2016
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Strategy and Positioning Analysis: Apple’s iPhone 7 Likely responses Sales will go up once released Sales did not go up, not as successful as planned. Will be purchased, but will likely not grow sales from last model. Target Market Segments Demographic : Demographic segmentation means identifying markets based on several shared traits, including age, race, gender, marital status, income, education and occupation. Thus, the phrase “a demographic ” refers to a market segment with common traits. Although Apple is considered a premium brand and many products come with a premium price tag, teens are considering one of the primary Apple target market demographics. This is because teens are attracted to the value of an iPod and this translates into wanting iPhones, Macs, and other products later on in life (Gaille, 2015). A majority of Apple’s target demographics admit that their loyalty is blind to the brand. Only about half of iPhone users say they’re impressed with their phone. Windows phones actually outsell the iPhone in two dozen countries (Gaille, 2015). Who Are the Best Customers for Apple? 54% of consumers who purchase an iPhone say that their last phone was also an iPhone (Gaille, 2015). Team E, 2016
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Strategy and Positioning Analysis: Apple’s iPhone 7 1 in 4 people say that they’ve purchased Apple products because their friends also had an Apple product (Gaille, 2015). For people who have purchased multiple Apple products in the past five years, less than 30% say that the iPhone is the best phone on the market today (Gaille, 2015). Just 0.3% of people in a recent survey stated that the interface created by Apple is the reason why they prefer the brand’s products (Gaille, 2015). The average household income for Mac owners is $98,500 (Gaille, 2015). 2 out of every 5 Mac owners is younger than 34 (Gaille, 2015). Apple is a premium brand that is associated with a premium income level. It is a brand that everyone may want, but not everyone can afford. For this reason, the best customers for Apple tend to be younger and wealthier, so Millennials tend to be the next preferred targeted demographic after teenagers. Millennials are hooked into technology like no other generation, exploit the benefits Apple can provide, and this leads to more wealth for them and more sales for Apple (Gaille, 2015). Psychographic Apple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people’s lives; people-driven product Team E, 2016
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Strategy and Positioning Analysis: Apple’s iPhone 7 design; and about being a really humanistic company with a heartfelt connection with itscustomers. The Apple brand is not just intimate with its customers, it is loved, and there is a real sense of community among users of its main product lines.
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