REPOSITIONING – APPLE IPHONE

PRESENTATION OUTLINE

Target Market Segmenting the market Positioning Internal/External/Environmental Factors Repositioning

TARGET MARKET

Target Market vs. Target individual user

TARGET MARKET

Target Market includes variety of people

Tech astute people Students Programmers Teachers/Educators Businessmen Individuals

PRODUCT STRATEGY & SEGMENTING THE MARKET

POSITIONING

Apple iPhone’s key competitors SamsungNokiaSony EriksonRIMMotorolaLG

POSITIONING

INTERNAL INFLUENCING FACTORS

Research and Development Costs

Employees

Internal Atmosphere

EXTERNAL INFLUENCES

Culture of the customers

Age of customers and technology

Status symbol and Materialistic desires

ENVIRONMENTAL INFLUENCES

Competition

Economic issues

Political and Regulatory environment

ENVIRONMENTAL INFLUENCES CONT.

Social influences

Technology

REPOSITIONING

Marketing mix

Price Product Promotional Place

REPOSITIONING CONT.

Target audience External/internal influences Positioning Promotional Loyalty of the target audience

REPOSITIONING CONT.

Price Product External/ Internal factors Place Positioning

FINAL THOUGHTS

Apple has over the years increased its market share

iPhone predominates in profits within the market

The iPhone has several influences that affect its marketing strategy: internal/external/environmental

REFERENCES Apple. (2012). iPhone. Retrieved from: http://www.apple.com/iphone/

Asay, M. (2010, August). Apple doesn't target markets. It targets people.. Gigaom, (), . Retrieved from http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/

Bains, I. (2011, November). Apple iPhone accounts for just 4% of the mobile market ... but rakes in an impressive 52% of the industry's profits. Mail Online, (), . Retrieved from http://www.dailymail.co.uk/news/article-2058406/Apple-iPhone-accounts-just-4-mobile-market---rakes-impressive-52-industrys-profits.html

Chaffin, B. (2012). Apple claims 7.9% of mobile phone market in Q1. Retrieved from http://www.macobserver.com/tmo/article/apple_claims_7.9_of_mobile_phone_market_in_q1/

Sigal, M. (2010). Apple's segmentation strategy, and the folly of conventional wisdom. Retrieved from http://radar.oreilly.com/2010/09/apple-segmentation-strategy-an.html