This paper tells that marketing segmentation and targeting is a vital tool for the iPhone to reach the target groups. Marketing segmentation is the breaking down of the entire market into small, distinct and identifiable markets called segments. Each market segment has common needs and characteristics. The Apple Company has subdivided iPhone market into segments so as to identify the purchasing behavior of the customers. In this case, several iPhone models have been designed to accommodate the requirement of each segment. Parameters used in market segmentation are demographic, economic, personality and geographical factors among others.
Geographic Segmentation is essential as it ensures that clients within a given locality are reached. In this case, the apple company has touched base in different states, countries, and regions to facilitate the spreading of iPhones across the world. Geographical segmentation has enabled the sale volume to increase and thus the profitability of the Apple Company has increased significantly. Demographic Segmentation has ensured that ideal iPhone modes are designed to best serve all the age bracket, gender, and family size. The iPhone has features that fit the entire group.
The company also considers the income of buyers to ensure that it offers products that within the economic reach of many. According to statistics available regarding the demand, the iPhone 6 model was typically designed for male while iPhone 6 models have feminine feature. Psychographic Segmentation has enabled the Apple Group to design various models depending on customers’ lifestyle. Activities, interests, and opinions surveys are one tool that the iPhone manufacturer has applied to determine the taste and preference of their clients. Behavioral Segmentation has taken care of actual customer behavior towards given products.
Some behavioral variables include benefits sought, usage rate and brand loyalty. The aspect of behavioral segmentation is important as it allows the use of closely related variables that “ … … . meet the needs of the target segment… … … ..” .
Please type your essay title, choose your document type, enter your email and we send you essay samples