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    Apple Target Market

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    Apple's target market is defined through market segmentation strategies. [1] They segment the market based on socioeconomic criteria like age and income, targeting an affluent audience between 18-55 years old. [2] Personality criteria also plays a role, aiming for an extroverted, social, and active lifestyle. [3] Consumer behavior shows Apple customers value prestige and brand loyalty over features.

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    Apple Target Market

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    Apple's target market is defined through market segmentation strategies. [1] They segment the market based on socioeconomic criteria like age and income, targeting an affluent audience between 18-55 years old. [2] Personality criteria also plays a role, aiming for an extroverted, social, and active lifestyle. [3] Consumer behavior shows Apple customers value prestige and brand loyalty over features.

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    Apple's target market is defined through market segmentation strategies. [1] They segment the market based on socioeconomic criteria like age and income, targeting an affluent audience between 18-55 years old. [2] Personality criteria also plays a role, aiming for an extroverted, social, and active lifestyle. [3] Consumer behavior shows Apple customers value prestige and brand loyalty over features.

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    Download as docx, pdf, or txt
    29 views2 pages

    Apple Target Market

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    Apple's target market is defined through market segmentation strategies. [1] They segment the market based on socioeconomic criteria like age and income, targeting an affluent audience between 18-55 years old. [2] Personality criteria also plays a role, aiming for an extroverted, social, and active lifestyle. [3] Consumer behavior shows Apple customers value prestige and brand loyalty over features.

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    Apple Target Market

    Sigal (2010) explains that customers buy outcomes, they don't buy attributes, and they
    certainly don't pay a premium for it. Whether you love or hate Apple, recognize that
    they are an example of this truth.

    In the real world of creating products and attacking market opportunities, market
    segmentation is the process of defining and subdividing the aggregate, homogeneous
    market into buckets of targeted and directed aspirations and needs. Cubes that in turn
    are subject to demographic, psychographic and/or budgetary constraints. The market
    segmentation strategy enables a company to drive complete, unified product solutions
    that are in harmony with messaging, customer outreach and channel strategies to sell
    and support customers. In this sense, Apple's product strategy is a study in market
    segmentation. Instead of simply trying to stuff a product, burrito-style, with as many
    different features as possible, they target specific user experiences and build the product
    around that accordingly.

    Presenting Criteria:

    The criteria used by APPLE to obtain its target market is that of market segmentation
    when marketing its iPhone:

    - Socioeconomic criteria: the iPhone is a product that is more focused on an


    audience between 18 and 55 years of age but also belongs to a high social class. It
    is clear that the iPhone inspires a high standard of living, so it is arguably aimed at
    a more exclusive and sophisticated audience of the population.
    - Personality criteria: the product is aimed at an extroverted, social and above all
    active type of person, who can use the iPhone to facilitate and streamline their
    pace of life and take advantage of the technological opportunities it provides, all
    combined with an avant-garde and sophisticated lifestyle. In addition, the
    expectation that consumers have when buying this product is that it conveys
    prestige and exclusivity, as Apple customers undoubtedly feel very proud to be
    users of the brand and therefore seek to differentiate themselves from other users.
    - Consumer behavior criteria: as mentioned above, the reasons why Apple
    customers buy the iPhone are the exclusivity and distinction it conveys and their
    loyalty to the brand, putting the iPhone's existing computing and connectivity
    benefits in second place.

    Apple hits the nail on the head with every release, so it doesn't offer products per se, it
    offers experiences, lifestyle and simplification of tasks. Consumers perceive these
    types of offers positively. While other cell phone, computer or smart watch companies
    invest large amounts in advertising in traditional and digital media, Apple lets its users
    talk about its brand thanks to the excellent attention they receive from the company.
    Apple's marketing gives us a lot to learn. From the structuring of your strategy,
    through the management of your speeches to the possibilities offered by innovations in
    your products and software. We don't say they are pioneers, but they are the best at
    convincing people that their products are the most advanced.

    Sigal, M. (29 de 09 de 2010). La estrategia de segmentación de Apple y la locura de la


    sabiduría convencional. Recuperado el 02 de 11 de 2019, de Radar O' Reilly:
    http://radar.oreilly.com/2010/09/apple-segmentation-strategy-an.html

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