Ipad 2 Market Segmentation, Targeting, and Position

iPad 2 is the second generation of iPad, a tablet computer designed, developed and marketed by Apple Inc. It functions predominantly as a platform for audio-visual media including books, news, movies, music, games, presentations and web content. Apple is more than just a brand, it’s a lifestyle, part of growing culture of consumers who are artist, musicians, writers, photographers, and most of all innovators.

The firm has positioned itself as a high end brand that offers stunning hardware designs and also an amazing users experience. Apple market segmentation for the iPad2 is the digital market, in fact Apple satisfies a multi-segment targeting strategy, meaning that they fulfill 2 or more different types of markets, consisting of the young who uses the device for fun to the professional who uses for work. It seems as Apple uses mass marketing approaches for it products, for they do not cater their products to one group of people they reach everyone through the means of multicultural marketing (Apple, 2013).

The ads for the iPad 2 were diversify as anyone and everyone can relate to it. Apple target market is both the young and the old (13 through 40 years old age group), I think this is due to the reason that Apple is like a culture brand that every age, culture, social class, and color can relate to. It is the brand of Apple as well as its innovation that sell such products like the iPad 2, Apple’s product are a style and people always want the net thing, consumers reason for buying is main not a need.

The majority of the customers who brought the iPad 2 brought it because they wanted it, Apple target market is you, it’s me, it’s all of us. When we see an advertisement on Apple and there is a person enjoying one of Apple’s products like the iPad 2 – he or she resembles all of us, we look and see ourselves. This is what keep us customers buying, wanting and needing.

Moreover, Apple is innovative but they never really formulate anything, yet Apple does know...