Segmentation and Targeting

Segmentation and Targeting

My report will discuss the iPhone and the Droid mobile phone devices, while referencing the marketing and positioning. This report will also compare both companies targeting and position strategies and finally, how might iPhone users might react to apple’s change in a fictional marketing strategy.

When the first iPhone came out in 2007 people were in frenzy as they camped overnight outside the apple stores across the world in order to be the first among friends to own the newest state of the art technology. Sitting in my living room listening to the newscast describe the overnight campers as the reporter went on to say, “ people have been camping out for as many as 36hrs” by my judgment, I could tell these people were around 25 to 35 years old possibly college students or even young professionals apparently middle class income. Apple designated AT&T as the exclusive carrier, great strategy by Apple to be in, since both companies operate world-wide. The current repositioning of the iPhone4s includes the price as well as adding two additional mobile phone providers in an attempt to target not only previous users but others who may not have been able to afford it in the past, as its current price is about half than in 2007.

Motorola Droid’s launch of 2009 was not as dramatic as its counterpart, although, some stores did experience the overnight campers, just waiting for the doors to open so they could rush to get the new mobile device. Motorola teamed up with Verizon and Google, a well planned strategy, having such solid position from the beginning would be the only way to be a true contender against the already established iPhone. Having made the Droid available through the four major mobile phone providers one could only assume that Motorola target audience is the entire family, (somewhat exaggerated). However, in my community you can see kids as young as 10 years of age with one of these mobile devices, this is due mainly to the price...