The document discusses marketing segmentation, targeting, and positioning. It first describes the steps in segmentation as listing potential market segments and selecting which to target. Targeting involves customizing campaigns for each segment. Positioning aligns a brand to offer value compared to competitors in a particular segment. The document then provides an example analysis of Apple's iPhone X, identifying strengths like brand equity, weaknesses like high cost, and opportunities in growing markets. It outlines SMART objectives to increase sales and satisfaction. Segmentation, targeting, and positioning strategies are proposed for launching the iPhone X.

1. Marketing
Waseem Shaikh

2. 1. Segmenting
• The segmenting step is essentially a brainstorming
activity.
• List out all the potential market segments you could
target in a marketing campaign.
• Niche companies sometimes have only one target
market, while other businesses may have five or 10
possible segments, or more.
2. Targeting
• When you have multiple, distinct market segments, you
typically need to customize marketing campaigns that
appeal to each.
• Select which segment to target with your upcoming
campaign.
3. Positioning
• Positioning is how you align your brand or products in the
target market.
• The goal is to offer something that is bigger, better or
more valuable than your competitors to a particular
market segment.
• Your positioning serves as your big-picture guide in
building your marketing campaign.
Waseem Shaikh

3. Importance
Segmentation
splits buyers into
groups with
similar needs and
wants to best
utilize a firm's
finite
resources throug
h buyer based
marketing.
Attract the right
customer.
Reduce risk in
deciding where,
when, how, and
to whom a
product will be
marketed.
Increase
marketing efficie
ncy by directing
effort specifically
toward the
designated
segment in a
manner
consistent with
that segment's
characteristics.
Helps
in customer
retention.
Customer delight
Reduce the
cost of the
company by not
marketing the
product where its
not required.
Waseem Shaikh

4. APPLE I-phone X
• Apple Inc. is one of the most reputed brands in
the history of Smartphone market.
• With the help of its I-Phone product, the
company becomes one of the leading
organizations in the modern day environment
dominated extensively by the technologies.
• The huge impact in the contemporary
Smartphone industry makes I-Phone the
bestselling product as part of Apple.
Waseem Shaikh

6. SWOT
Analysis
Strengths
• Apple is recognized as a brand that
always keeps their promise.
Therefore, it possesses strong brand
equity.
• Innovative thought process allows
Apple to develop unique products.
• Apple iPhone utilize most updated
and advance for of software.
• This allows Apple to create very user
friendly devices
Weaknesses
• All the Apple products are very
costlier as compared to any other
competitors.
• As a result, it restricts many people
from purchasing the product.
• iPhone maintain a consistent design.
Therefore, it lacks variety to attract
more customers.
Opportunities
• The popularity of the smart phone is
growing every day. It provides huge
potential market for Apple to
penetrate.
• Currently, iPhone has restricted its
business in the urban areas.
• Therefore, there is still lot of market
are there for Apple to cover for the
business expansion
Threats
• Android operating system is the most
obvious threat for Apple.
• Google has able to create massive
impact on the businesses of the
mobile worldwide.
• Several other organizations like
Samsung, Motorola, etc. are also
created huge impact on the mobile
businesses.
Waseem Shaikh

7. SMART objective
Specific
Increase the popularity of the iPhone’s all across the globe.
Improve brand strength even further.
Measurable
Increase sales by up to 10%
Increase satisfaction level of the customer by 25%
Achievable
Motivate potential customers to purchase iPhoneX.
Improve customer service process to enhance the motivational level of the
customers.
Relevant
Target untouched rural markets from all across the world in order to enhance
the sales volume
Implement effective marketing strategy to attract new customers.
Time-bound
Prime focus will be to increase the sales volume within three months after the
launch of the iPhoneX.
Waseem Shaikh

8. Segmentation
• In the segmentation methods, the organization focuses on the
characteristics of the customers in the society.
• Apple mostly targets business professionals as their primary
customers.
• By launching the Apple I-phone X, the organization tries to
engage the business professionals, teenagers, and people from
higher-middle class society
• Moreover, the organization would engage the geographical
segmentation along with systematic behaviours for the
enhancement of the segmentation methods
Waseem Shaikh

9. Targeting
• The market profile for new I-phone X will target both domestic
and international customers.
• Apple specially targets high and middle class society for their
product promotion.
• The CEO of the organization has discussed that I-phone X will be
packed up with attractive features including high performance,
enhanced camera and better display.
• Consequently, they are going to target the age group of 25-30
year for the promotion of products.
Waseem Shaikh

10. Positioning
• Apple I-phone X tries to
employ to meet the
requirement of loyal
customers in the society.
• However, the marketing
team has decided to engage
new customers for I-phone
X, as it would facilitate them
in expanding business
opportunity in an efficient
manner.
• The organization will be
positioning their market
based on the aggressive
marketing strategy.
Waseem Shaikh

11. THANK YOU
Waseem Shaikh