Cut the Apple Against the Grain

Cut the Apple against the Grain

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker (BrainyQoutes, n.d.).

There is a large amount of information regarding the importance of conventional marketing and market segmentation strategies. Dibb (1998) discussed understanding the role of segmentation, clarifying the segments during the segmentation process, and considering the results of the segmentation. Dibb (1998) and Lazarus Research Group (n.d.), believed these factors contributed to successful market segmentation, enabled companies to understand customer needs, and provided critical data to create strategic marketing plans that target customer preferences and desires. Similarly, Hassan and Craft (2012) examined empirical linkages of segmentation and brand strategies from the micro and macro level and the implications in a global market. These studies and research clearly indicate the importance of using proven marketing techniques to segment and target consumers.

However, using proven marketing techniques in unconventional marketing strategies can also help a company differentiate itself and capitalize on market opportunities (Hemsworth, 2013). Apple Inc.’s approach to marketing and market segmentation represented through a strategy of marketing multiple products to multiple markets is unconventional but highly successful. This success, based on Apple Inc.’s positioning and brand strategy, segmentation and target market strategy, and continual product improvement strategy, demonstrates how a company can capture market share and adapt to changing market and consumer needs using unconventional marketing techniques.

An Apple is not just an Apple

An effective positioning statement is a crucial component of developing and implementing a brand strategy to take advantage of market opportunities and to move into different product categories. The ability to build brand...