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STP - Segmentation - targeting - position of Apple
Intro Marketing Mgmt (MKTG 201)
Drexel University
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Anh Nguyen
ID: 14384179
MKTG 201-A
Chen Wang
STP Analysis Paper
Apple is considered a famous and most well-known brand in the technology industry. I personally believe that iPad Pro revolutionizes the tablet and laptop industry. Few years ago, iPad was released in 2015 as a regular tablet that could connect to Wi-Fi and allow users to download games or programs from App Store. However, in 2018 onwards, iPad Pro has made a huge transformation into a minicomputer. iPad Pro still has similar functions as the older versions, in a sense that the iPad Pro can download Apple products on the App Store. Alongside with that, iPad Pro has added functionalities such as: High Definition (HD) Camera and Video Recording, Cellular and wireless, and advanced security.
For segmentation, Apple focuses on three possible segments including demographics, technographic and psychographics segmentation. In the demographics segment, Apple uses Age and Income as the primary variables to understand the demographic of its customers. Apple wants to introduce its iPad Pro to generation X and generation Y individuals. Generation X and Y are people who were born between 1965 and 1996. Theses generations are main segment for iPad Pro, because they are working class individuals who require to use iPad Pro for educational or work purposes. Generation X would highly be interested in the use and function of iPad Pro as they are stabilized in their career and would require the advanced technology to further strengthen their work projects. Whereas, Generation Y, also known as Millennials, are individuals who either just graduated from college or have few years of work experience; hence, they have creative mindset to explore and create new ideas and products. In addition to that, the demographic for Generation X consists of individuals who are middle to high earners; hence, they have the financial capacity to afford the luxury item such as iPad Pro. Whereas, in Millennials, most of them are not married, which means they only need to financially take care of themselves. They can have extra savings to afford high tech products to help them with their career and school projects.
Technographic segmentation is defined as “segmentation identifies and groups customers with regard to the role of technology plays in their lives [ CITATION SteNA \l 1033 ].” In the 21st century, many people are using technology daily; hence, they are always keen to find a tablet/ laptop can help them access different software and applications that are essentials in the customer’s daily lives. Apple’s product, specifically iPad Pro, is designed to help people access technology in a faster and more convenient ways. The variables in technographic segmentation include personalization application products, services and phones.
In terms of Targeting after dividing into different segmentations, Apple is constantly innovating and upgrading electronic components to produce special iPad products that are affordable and
can perform any demanding task, including video editing, designing 3D models and even making films. With its new launch Ipad pro 4th on March 2020, Apple has demonstrated a excellent skill in making a great product that distribute to Gen X and Gen Y, especially with the ones who are loyal to Apple’s product and who are specialize in a creative career in the design fields. For example, the support trackpad facilitates the daily work in a natural way for the customer while the A12Z chip keeps the Ipad battery lasts up to 11 hours, which support a long day working (Apple unveils new iPad Pro with breakthrough LiDAR Scanner and brings trackpad support to iPadOS.) The price of this Ipad pro is expensive because with the high end technology in each components and features, the Gen X and Gen Y who are middle to high earners are willing to buy a premium product without hesitation.
Having chosen a target market, instead of the mass-producing products with the same configuration and with the same line, Apple positions its business as a creative, innovative, and “superior-class” in the subconscious mind of their customers.( Here’s How Apple Is Positioning The iPad As The Post-Mac Computer.) By constantly re-innovate their product line with supreme technology but still remain the simplicity of each design, Apple shows us how they could think differently to become outstanding among other competitors. For this newly released Ipad Pro, Apple positions it will gradually become a replacement for the Mac because it partly incorporates advanced features and a high-quality processor that none of one thinks that the IPad will ever possess.
STP - Segmentation - targeting - position of Apple
Course: Intro Marketing Mgmt (MKTG 201)
University: Drexel University
