This presentation describes briefly definitions & features of STP in Marketing with the help of epitome Apple .

1. 1
Segmentation, Targeting
&Positioning of Apple

2. Positioning process
Segmentation
Identify variables that allow
one to segment the market
Targeting
Evaluate the
attractiveness of each
segment and choose a
target segment
positioning
Identify positioning
concepts for each
target segment select
the best &
communicate it

3. 3
value of the two segments
Attribute 1
Low PRICE
Attribute 2
BEAUTY
Attribute 3
DURABILITY
Segment 1
Segment 2

4. 4
Market segmentation is the process of dividing a market into
distinct subsets ,where any subsets may conceivably be selected as
a marketing target to be reached with a distinct marketing mix
What is a Market Segment ?

5. 5
Characteristics of the
customer
Apple segments :
Business professionals
(Mac,Ipads,Iphones,apple pencil
etc..
Teenagers/gamers/music
enthusiasts (Ipod,iphones etc.
Systematic ,product –
related behaviors
Apple :
Its products are available
online on ecommerce platform
and also available at brick and
mortar stores
Benefits Sought
Apple .
Innovation : customers seek
innovation as a benefit that’s
the reason apple keep on
innovating its product.
Geographical
segmentation
Apple retail stores are located in
highly populated city Around the
world ,global presence, with
online presence official website
in 88 countries
Segmentation Methods

6. 6
Generation Y
Born :1977-1997
Coming of Age:1995-2015
Share of pop:30%
Cohort Analysis
Millennia's
Generation why
Likes
Free content
Tele-commuting
Everything social
Wireless
The “right fit”
Dislikes
Anonymous mass marketing
Restricted access

7. 7
Segmentation selection criteria
Number & strength of
competitors
Will provide streams of constant cash flow
to maintain operations and turn into
profitability. Improve the ability to
generate internal funds.
Ease of entry into
segment
Decrease new product/service
developments timeline and improve
overall ROI.
Growth of segment
This will help on kick start and fund new
product/service developments in a timely
manner.
Current co position
within segment
Provide an edge regarding how to
position your targeted ads.
Segmentation size
54
2 31

8. 8
1. Develop measures of
segment attractiveness
2. Select among attractive
segment based on
business capabilities
Market Targeting
Perfect
Stayaway!
Domination
is essential
Beware of
the shake -
out
Profit potential
High low
High
Low

9. What is a Brand ?
Formally… ….
A proprietary trademark for a specific product or service
Conceptually……
A “contract” from the company to its customers; A promise of specific benefits,
quality, and value. A relationship
9

10. 10
Apple computers
Offers ….the best personal computing
experience to students,educatrors ,creative
professionals and consumer around the
world though its innovative hardware,
software and internet offerings
Apple Positioning statement
155
MILLIONPositioning statement
Target
segment
Point of
difference
Frame of
reference

11. 11
A positioning statement defines the
value proposition of product to the
target market .
Target market (for whom)
Point of difference (reason to buy)
Points of parity (frame of
reference).
Positioning is implemented
through all elements of the
marketing mix :product ,price
,place ,promotion.
Positioning statement

12. 12
The role of positioning
Strategic
&technological
vision
Positioning
Product
development
Messaging

13. 13
Associations that are not unique to the brand
they are shared with other brands
Category pops: association consumer views
as necessary to be considered credible
Ex:grocery store must have certain products
(ex-milk /eggs etc.
Competitive pops: association designed to
negate competitors point of difference
--all toothpaste prevent cavities
and
Points of parity (pop)

14. 14
Point of difference
Strongly favorable ,unique
brand association
Similar to notion of USP-
(unique selling proposition)
SCA-sustainable competitive
advantage (achieve an
advantage in the marketplace
for a prolonged period of time

15. 15
Market Positioning

16. THANK YOU
Thanks for your time and patience.