Apple Marketing Plan - Individual Essay

2007 Words Nov 15th, 2010 9 Pages
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Principles of Marketing

Individual Essay

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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
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Some resources and efforts should be focused on each targeted segment, and mix of tools should be different. (Lehmann, D. and Russell S. 1994)
In the case of iPad marginal efforts in targeting of each chosen segments are the key of whole process. Apple continually target own existing and potential customers. In the Casa iPad targeting is investment of extra efforts that are enhanced on the roofs of enormous bran name capital. Therefore targeting is easier, but mistakes are also more dangerous. In the case of, for example iPad failure, company brand losing non-proportional amount of brand equity. Therefore, this situation in Apple is blessing and curse.
Most important issue in targeting is magic word HOW. In the case of iPad it is specific mix of promotion, formal and informal in order of attracting the potential buyers. iPad is basically toy, gadget or whatever, friend of PC/Mac rather then device per se. In some extent, it is computer for dummies and Apple invested lot of efforts to change picture of blond buying iPad and using it together with scarves, purses and shoes. Therefore, action had to be directed into the creation of atmosphere of cool product for cool people. iPad is shown as matter of life style, useful supplement, competitor to e-book reader and iPhone. The most challenging task in targeting is estimating of efforts success, bearing in mind that development of iPad in some extent

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