2. Brand Positioning of Apple
The world’s 2nd most valuable brand with a brand valuation of $146+ billion,
Apple over the past many years have created a niche that no other product in its
category has been able to achieve. All this have been made successful because of
the right marketing mix of apple
Let’s understand Apple’s segmentation, targeting and positioning
Market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing a
Market segmentation is based on variables such as behavior, demographics (e.g., gender, age, education, and income), geograp
Targeting is when the company decides on which target customer segment they want to go after, which they think will be profit
For Apple, the market segmentation and target are clearly defined as
• Age group: 22 – 55
• Gender: Male and Female
• Income: Being an affluent brand, Apple targets medium to high-income individuals
• Lifestyle: Income becomes synonymous with lifestyle and since Apple has medium to high-income individuals as segments, the lifestyle
• they target is to Modern, young, open to change etc.
• Behavior: Hardcore loyalists – Once an Apple user, always an apple user!. These customer groups become very loyal to a brand and hardly
3. POSITIONING OF APPLE :
Positioning of a brand is a marketing effort and can only be done through promotion and advertising. A company’s b
Below are the factors which attributed to the positioning of Apple in the market
Brand Identity: All the intangible brand assets like Apple’s brand values, its culture, employees, Brand colors, Tag
Product Design and Quality: Since its inception, Apple has been rolling out products which have been an epitome
Apple has always come up with innovative technology and improved designs and this, in turn, has led them to have
Advertisements: ” The less the Better”: Apple always followed “The Less the Better” philosophy – Clear and stra
4. POSITIONING OF HP
Positioning:
Positioning a brand successfully is an integral step for any brand to achieve greatness. Brand positioning
HP is equipped with the broadest portfolio of all their competitors. From services to servers, printing to ne
Hewlett Packard has positioned itself as one of the big game players in the tech arena. But HP is constantly
As part of the brand’s strategy in building long term relationships with its retail partners and media throug
In Singapore, it also launched an event called The Elite Assembly. This was a B2B event for the IT industr
