REPOSITIONING – APPLE IPHONE
PRESENTATION OUTLINE
Target Market
 Segmenting the market
 Positioning
 Internal/External/Environmental Factors
 Repositioning

TARGET MARKET
Target Market
vs.
Target individual user
TARGET MARKET

Target Market includes variety of people






Tech astute people
Students
Programmers
Teachers/Educators
Businessmen
Individuals
PRODUCT STRATEGY & SEGMENTING THE
MARKET
POSITIONING
Apple
iPhone’s key competitors
Samsung
Nokia
Sony Erikson
RIM
Motorola
LG

POSITIONING
INTERNAL INFLUENCING FACTORS
 Research
and Development Costs
 Employees
 Internal
Atmosphere
EXTERNAL INFLUENCES

Culture of the customers

Age of customers and technology

Status symbol and Materialistic desires
ENVIRONMENTAL INFLUENCES

Competition

Economic issues

Political and Regulatory environment
ENVIRONMENTAL INFLUENCES CONT.

Social influences

Technology
REPOSITIONING
Marketing mix
Price
 Product
 Promotional
 Place

REPOSITIONING CONT.
Target audience
 External/internal influences
 Positioning
 Promotional
 Loyalty of the target audience

REPOSITIONING CONT.
Price
 Product
 External/ Internal factors
 Place
 Positioning

FINAL THOUGHTS
Apple has over the years increased its market
share
 iPhone predominates in profits within the
market
 The iPhone has several influences that affect its
marketing strategy:
internal/external/environmental

REFERENCES





Apple. (2012). iPhone. Retrieved from: http://www.apple.com/iphone/
Asay, M. (2010, August). Apple doesn't target markets. It targets people.. Gigaom, (), . Retrieved from
http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/
Bains, I. (2011, November). Apple iPhone accounts for just 4% of the mobile market ... but rakes in an
impressive 52% of the industry's profits. Mail Online, (), . Retrieved from
http://www.dailymail.co.uk/news/article-2058406/Apple-iPhone-accounts-just-4-mobile-market---rakesimpressive-52-industrys-profits.html
Chaffin, B. (2012). Apple claims 7.9% of mobile phone market in Q1. Retrieved from
http://www.macobserver.com/tmo/article/apple_claims_7.9_of_mobile_phone_market_in_q1/
Sigal, M. (2010). Apple's segmentation strategy, and the folly of conventional wisdom. Retrieved from
http://radar.oreilly.com/2010/09/apple-segmentation-strategy-an.html