The Iphone: Marketing And Market Segmentation In The Iphone

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Recommended: Introduction to industrial psychology – definitions & scope

The iPhone
Market segmentation is the process of dividing a market into different consumer segments. It’s the way of deciding on which consumer segments companies will potentially focus on. Market segmentation always comes before targeting a specific audience. This therefore helps a company to try and decide who they are marketing their products to. Marketing and targeting are important for ensuring the over all success of a company.
The geographic variables play a very important role in the market segmentation. An organization can decide whether or not to operate in a country, or what kind of population they are going to target.
The geographic segmentation is where my product would be marketed to, as well as keeping in mind the climate, size of town etc.

Geographic
Region Durban
Size of Town/City Under 10000, 10000-20000,500000-750000 inhabitants
Density Urban, Suburban
Climate Summer, very Hot, ort Humid

Demographic segmentation, refers to the wants and needs of consumers.
The demographic segmentation explains how my product would fit into the lifestyle of a consumer

Demographic
Age 16-19, 25-30, or above
Gender Male, Female
Family size 1,2,3 or more members
Family life cycle Young, Married, with or without children

Income 25000-50000, 50000-80000 etc.
Occupation Professional and Technical, students, Sales

Religion Catholic, Jewish, any religion that finds my product as of use to them.
Race White, Black, Coloured, Asian etc.
Education Grade 10, Matriculation, Degree etc.

The Psychographic segmentation, speaks to the lifestyle of the consumer, what type of person the consumer is that is interested to buy my product.

Psychographic
Lifestyle Conservative, Outgoing, Fun, Positive
Personality Ambitious, Happy, L...

... middle of paper ...

...NLINE] Available at: http://www.forbes.com/sites/chrisversace/2013/08/21/what-do-consumers-want-in-a-new-smartphone/. [Accessed 05 May 2014].

What Makes Apple So Special?. 2014. What Makes Apple So Special?. [ONLINE] Available at: http://mobiledevices.about.com/od/additionalresources/tp/What-Makes-Apple-So-Special-And-Desirable.htm. [Accessed 05 May 2014].

Define Market Segmentation & Targeting | Chron.com. 2014. Define Market Segmentation & Targeting | Chron.com. [ONLINE] Available at: http://smallbusiness.chron.com/define-market-segmentation-targeting-3253.html. [Accessed 05 May 2014].

http://mashable.com/2013/09/10/iphone-5s-versus-the-competition/

Apple - iPhone 5c. 2014. Apple - iPhone 5c. [ONLINE] Available at: https://www.apple.com/iphone-5c/. [Accessed 05 May 2014].

DYLAN ROUX

05/06/2014

Marketing – DMA2307

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