stp(segmentation ,targeting& positioning ) of apple
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Segmentation, Targeting &Positioning of Apple
Positioning process
Segmentation Identify variables that allow one to segment the market
Targeting Evaluate the attractiveness of each segment and choose a target segment
positioning Identify positioning concepts for each target segment select the best & communicate it
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value of the two segments
Attribute 1 Low PRICE
Attribute 2 BEAUTY
Attribute 3 DURABILITY
Segment 1
Segment 2
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Market segmentation is the process of dividing a market into distinct subsets ,where any subsets may conceivably be selected as a marketing target to be reached with a distinct marketing mix
What is a Market Segment ?
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Characteristics of the customer Apple segments :Business professionals (Mac,Ipads,Iphones,apple pencil etc..Teenagers/gamers/music enthusiasts (Ipod,iphones etc.
Systematic ,product –related behaviorsApple :Its products are available online on ecommerce platform and also available at brick and mortar stores
Benefits Sought Apple .Innovation : customers seek innovation as a benefit that’s the reason apple keep on innovating its product.
Geographical segmentationApple retail stores are located in highly populated city Around the world ,global presence, with online presence official website in 88 countries
Segmentation Methods
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Generation Y
Born :1977-1997Coming of Age:1995-2015Share of pop:30%
Cohort Analysis
Millennia's Generation why
Likes Free contentTele-commutingEverything social WirelessThe “right fit”
DislikesAnonymous mass marketing Restricted access
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Segmentation selection criteria
Number & strength of competitorsWill provide streams of constant cash flow to maintain operations and turn into profitability. Improve the ability to generate internal funds.
Ease of entry into segment Decrease new product/service developments timeline and improve overall ROI.
Growth of segment This will help on kick start and fund new product/service developments in a timely manner.
Current co position within segment Provide an edge regarding how to position your targeted ads.
Segmentation size
54
2 31
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1. Develop measures of segment attractiveness
2. Select among attractive segment based on business capabilities
Market Targeting
Perfect
Stay away!
Domination is essential
Beware of the shake -out
Profit potential
High low
High
Low
What is a Brand ?
Formally… ….
A proprietary trademark for a specific product or service Conceptually……
A “contract” from the company to its customers; A promise of specific benefits, quality, and value. A relationship
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Apple computers Offers ….the best personal computing experience to students,educatrors ,creative professionals and consumer around the world though its innovative hardware, software and internet offerings
Apple Positioning statement
155MILLIONPositioning statement Target
segment Point of difference
Frame of reference
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A positioning statement defines the value proposition of product to the
target market .Target market (for whom)
Point of difference (reason to buy)Points of parity (frame of
reference).
Positioning is implemented through all elements of the
marketing mix :product ,price ,place ,pro
motion.
Positioning statement
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The role of positioning
Strategic &technological vision
Positioning
Product development
Messaging
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Associations that are not unique to the brand they are shared with other brands
Category pops: association consumer views as necessary to be considered credible Ex:grocery store must have certain products (ex-milk /eggs etc.
Competitive pops: association designed to negate competitors point of difference --all toothpaste prevent cavities
and
Points of parity (pop)
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Point of difference
Strongly favorable ,unique brand association
Similar to notion of USP- (unique selling proposition)
SCA-sustainable competitive advantage (achieve an advantage in the marketplace for a prolonged period of time
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Market Positioning
THANK YOUThanks for your time and patience.