Marketing Segmentation

Case Critical Issues : eg: Segmentation, Targeting and Positioning; Marketing Programs Marketing Budget, Implementation and Control Program etc – Respond to Case Questions.

Marketing segmentation

Target market for Apple iPad:

Generally, Apple targeted customers include people with middle or higher income due to the cost of iPad is ongoing and costly, people who enjoy the new technology, people who are music lover and aged between 16-35 as Apple integrate music with iTunes, and frequent traveler or home theater guru needs a portable devices for their entertainment rather than using their iPod Touch on the plane and laptop view movies.

Existing Apple customers such as iPhone owners, Mac computer owners and iPod owners are all Apple’s target market for its iPad. iPhone owners and iPod owners are attracted with more features and larger touch screens. Mac owners are targeted as these consumers may need their devices more portable gadget better than having Mac computers.

http://www.cellfanatic.com/2010/01/27/understanding-the-target-audience-for-the-apple-ipad/#comments

Positioning

Marketing programs

http://myipadnews-turja.blogspot.com.au/2011/05/ipad-2-promotional-strategies_5983.html

Marketing budget

http://www.appleinsider.com/articles/10/10/27/apples_2010_ad_budget_increases_by_190_million_but_still_outpaced_by_new_sales_growth.html

Implementation and control program

iPad $549

Samsung Galaxy Tab $644

Toshiba $577

Sony Tablet $442

Acer Tablet $449

Asus Eee Pad $598

Motorola Xoom $720

Segmentation, targeting and positioning

Figure 1: iPad Segmentation and targeting market

The segmentation of the market is based on age, income and geographic criteria. (Refer to Figure 1) For age group, Apple targets on youth and medium age for the entertainment and business utility of the product. According to income, Apple targets on medium and high level that consumers have financial ability to purchase. For the geographic concentration of...