Marketing Aspect

Basic Customer Need

Apple Inc.

A mobile telephone with built in camera; able to store music, pictures and videos; can dow
applications and use the internet. A music storage device which can be used on the move.
to hold pictures and videos; some models able to browse the internet and play games.

Apple TV is a device allowing the user to play high definition videos from iTunes/YouTu
computer/etc. on their television, in widescreen.
A computer, either laptop or desktop.
Target Market
Apples target market consists of people with these characteristics:

The Age groups of: 12-35 for

18-60 for all products;

Both Genders;

Middle and upper economic c

hesitate paying more for a product that offers higher quality and better experience;

The educational level is mostl

higher. Depending on the product, it could be a 5th grader as well as a professional fil

Mostly residents of U.S. and E

generally globally resided. Within the countries, the target market mainly resides the c

From the lifestyle point of vie

get pleasure from technology and music but also businesspeople and graphic and mov
professionals.

Market Segmentation

Apple operates mainly in the technology industry, which is segmented in smaller sectors, like
Industry, Mobile-Device Industry etc. Apple is active in a number of segments, depending on
nature.
The computer industry: with the iMac and MacBook desktop and laptop computers an
the Apple TV
The smart-phone industry: with the iPhone
The online-music industry: with iTunes
The music-device industry: with the iPod
The technological tools industry: with devices used for the main products mentioned

A convergence of technologies e.g. An iPhone has a mobile phone, an mp3 player and interne
capabilities.

Products

iPhone3G/iPhone 3GS
iPod shuffle (available in a range of colours)
iPod Nano (available in a range of colours)
iPod classic
iPod touch
Apple TV
MacBook Pro/Air/mini
iMac
Products have different flavours in respect to colour and hardware specification. Specifica
linked with price.

Premium price strategy: Premium pricing is the practice of keeping the price of a produ
artificially high in order to encourage favorable perceptions among buyers, based solely o
practice is intended to exploit the (not necessarily justifiable) tendency for buyers to assu
items enjoy an exceptional reputation, are more reliable or desirable, or represent excepti
distinction.
Pricing rarely fluctuates, products benefit from low depreciation value
Price *

iPhones, from 349

iPods (shuffle, Nano, classic, touch), starting prices 46, 118, 193,
152, respectively
Apple TV, 223

MacBooks (classic, Pro, Air), Mac mini, iMac, Mac Pro, starting prices from 816, 918,
969, 1940, respectively.

Principle Promotional Tools

Place (Distribution)

1 Through Apple shops, supermarkets, and electronics shops.

2 Internet sales
3 TV adverts
4 Billboard advertising
5 Internet adverts
6 Print adverts in magazines
Always a distinct and consistent style. Well known logo. Celebrities have in some of the a

Products are available from various sources through the channel there are various distribu
retailers and e-tailers. Alternatively the products can be purchased from apple directly.