Apple-Segmenting and Targeting Markets

          The market segmentation concept is crucial to market strategy.  Apple has targeted and marketed their products to consumers with a few certain characteristics. Apple doesn't  target markets in the same way many of their competitors (if any) do, because it targets people and focuses on users, more so then the target markets alone, who then decide how and where they will use Apple's products. This doesn't mean Apple are exempt or ignorant of the "laws" of marketing, but instead they use a unique form of marketing strategy called psychographic segmentation to appealing to all consumers no matter the age, race, income level, and/or demographic. 

I think that Apple is be bringing back the mass marketing approach, they don't really concentrate their advertisements on certain groups of people, they try to include everybody. You can see all the iPod ads posted on the page that are meant to resemble you, see if you can find a silhouette that fits you. Apple is becoming a cult brand that has gained to respect of world wide users who share one thing in common, their love for Apple's innovation. And I say that Apple is going back to mass marketing because when you go in to an Apple retailer you can see people of all ages, cultures, social classes, and colors; like a small scale ethnic melting pot. The iPod has become a symbol of our modern digital music culture, and the iTunes store is now the 2nd largest music retailer in the U.S. Steve Jobs says that "if you make something great than anybody will want to use it", and that model has worked for them because they've never really invented anything but they made what some considered the best technology available; thus eliminating the need for an specific target market, because their products appeal to everyone.

              Apple typically appeal to those who are middle to high class who do not mind spending a little extra cash for the best quality in the product being purchase and those who are in the profession of media and design. The use of Demographic Segmentation illustrate the concentration of Apple retail stores around the United States. New York and California are the main area where Apple position their retail stores. Apple targets those two area because they appeal to the lifestyles of those living at the locations. Our generations X and Y have been heavily expose to the internet using computers for a wide variety of reasons (research, Audio, etc). Apple offers unique and innovating computer device with great quality at and reasonably affordable price. Top of the line and innovating products is what most appeal to the youth and middle age residents of New York and California. Not to mention these States can be consider the most popular and profitable, where something of high value and quality can surely be purchase with little resistances. The segmentation strategy Apple applied in their market strategy prove to been beneficial and a success for the Superior Computer Company better known as Apple.

Marketing Communications

         The whole concept behind "Integrated Marketing Communication (IMC)" is to maximize the impact a company has on consumers. Apple has done an exceptional job using components from IMC and the AIDA (Attention, Interest, Desire, Action) concept to achieve and maintain long-term customer relationship with their consumers while driving Apple brand value.

          Apple uses promotional and advertising tools to capture the attention, interest, and desire of the consumer. Apple capture our attention and interest through innovating and sleek imagery of their products on Apple's official website as well as keynotes and other publication. For example, just prior to the highly anticipated IPhone 4S being release, it received a tremendous amount of publicity that captured many potential customers attention.

          Our interest and desire is fullfilled by the "new features" on the IPhone 4S that is appealing to our needs and wants. For example, features such as the personal intelligent assistant (SIRI), the faster dual core chip, and eight megapixel camera can be very influencial and drive consumers to buy the new phone.

          Getting the consumer to take action and purchase your offering is something Apple does a great job at. According to "Forbes," the iPhone 4s sold over four million units during its opening weekend. The earning was more than the prior high anticipated IPad 2 sales an another knotch on Apple's Belt of Excellence.

Iphone Product Concepts

           Apple's Product Concept is one that's unique and innovating. There is a general saying that consumer will favor those product that offer quality, performance, or innovative feature. If you consider the comparison between a "computer" versus a "Mac" from Apple, there is practically no competition. With that said, one can tell that Apple puts forth enormous effort in their strategy, advertisement, and product to attain the "category of its own" title. Even though Apple's products are consider a "shopping product" because of the pricing compared to "convenience products," the image is portrayed by Apple, innovating and sleek design, and the popularity of the products give Apple's products the luxury to be called specialty product. Just the perception of Apple products that consumer have alone help us see the Product Concept form by Apple to be pure genius. Every consumer that has a products from Apple can tell you how much it means to them and how "cool" they think their product is. This thought or opinion can be form by Apple's Product concept as well as the performance Apple display to their consumers.

            Products are the basis to make a business. The general concept of products determine the financial status of how successful your business can be. There are different types of product concepts such as business products which are goods that service customers while showing a businesses purpose. Then You have consumer products which best describe Apple, their consumer products are made to satisfy customers needs and or wants. For example, the iPhone, iPod and MacBook are all made for personal use. Consumer products, in my opinion, seem to be those of most value when it comes to consumer decision making. Most consumers react before they think when it comes to purchases, if an item seems like a good deal or if the customers makes him or herself believe they need it, the chances are they're more likely to purchase. This type of customer is known to the marketing force as an "impulsive shopper". 

            When apple came out with their latest device the ipad that product in itself is looked upon as a specialty product because no other company sells an item like this. This also gives apple the upperhand on selling the most innovative and upcoming products in technology. This reason alone is why Apple is more successful than any other company selling up and coming technology related devices. 

Sales Promotions and Personal Selling

Sale promotion are typically used by marketing managers as a tactical tool in order to increase sales and give consumers an incentive to buy the company's products. Unfortunately, consumers of Apple's products are not offered many promotions. Being the huge successful corporation Apple is, they do not need to offer many sales promotion because of their exception record-breaking sales achieved every year.

         With that said, there are some sales promotion offered by Apple. During this time, Apple offers an one hundred dollars mail and rebate on a printer when you purchase a Mac computer, as well as thirty dollars off MobileMe and iWork softwares. Another more famous sale promotion by Apple is the "Buy a Mac and get a free iPod Touch" offer. The offer name speaks for itself and you can find this sale promotion during the spring to fall period. One sale promotion that is offered all year round is the educational discount. This is a "one hundred dollars off" Mac computer discount that is available for only students and faculty and can be consider a tactic by Apple to establish a long term relationship with consumers.

When speaking of personal selling in Apple, it is crucial to mention the impact of Apple's sale personnel (employees). They are there to help finalize the sales as well as to inform consumers about the Apple product they are inquiring about in a attempt to create a long-term relationship with consumers so they can become loyal Apple customers.

Apple Inc-Advertising, Public Relations, and Sales Promotion

Apple Company is counted among top ten innovative companies in USA. It is a branded company and is highly praised among all ages and races. The two main aspects that contribute to Apple Inc’s success are the quality of product and the local advertising, sales promotion, and the

public relations.  

Apple Company advertises aggressively and is shows their products down consumer’s throat, they put a lot of thought, effort, and time, not to mention money into ad and publicity campaigns. The advertisement of few minutes captures the attention of its target markets. It affects consumer’s daily lives, inform them about new products and services.  As the ad for iphone 5C (attached above) shows the featured new phone, various themes, the colorful image of the new phone, and most importantly involves all the different ages and races to convey the message that Apple tends to sale the product to everyone including all ages and races. 

Apple Company uses two major types of advertising, which is: The institutional advertising and product advertising. Institutional Advertising- Apple Inc. uses institutional type of advertising to promote the corporation as a whole and its design, to maintain the company’s identity. As compare to the first commercial of Apple Inc that took place in the Super Bowl in 1984. It showed the Apple Company as in black and white color theme but promoted a unique idea “ THINK DIFFERENT”.

Now, in 2013 the Apple Company changed its identity, became a brand, competitive company, and highly recommended company this all happened due to the strategy of institutional advertising. Now, Apple Company has a colorful image.

The other type of advertising is the Product advertising. Unlike the institutional advertising, Apple Inc. also promotes the benefits of the new product invented and also those advertisements appeal to show the new features, quality, design, style, and advantage of better capacity as compare to old products and other competitive brands.

            After this huge comparison shown in the video clips, it can be said and easily agreed on that Apple products are beautiful, elegant, precise, and they are everywhere. Apple Inc does this through the advertising, which is done through every possible aspect to connect with the public and to introduce them to the upcoming new products. 

Apple spent about $200 billion on advertising of iphone 5C only. Apple advertise through television, internet, radio, billboards, posters, social networking websites( facebook, twitter), commercials, magazines, newspapers and many more ways. Every single advertising help the Apple brand create better public relations and attract more customers.

Apple Inc-Retailing

Last week we discussed the global vision of Apple Inc, today we are going to talk about the retailing.

Introduction:Apple Inc, is an American multinational company that manufactures, designs, markets and retails consumer electronics, appliances and personal computers. Entered the retail industry in 2001-First retail outlets set  in VirginIa and California. To date, Apple retail industry has more than 300 outlets worldwide.

The Service Marketing Service Mix is an expansion of the 4PS. In the marketing mix which includes People, Physical evidence and Processes.(Kutler,2000)-In order to succeed in retail, Apple cannot rely on the 4PS of alone.Top quality service requires consideration and research on the additional Ps of the service marketing mix-Apple has effectively executed strategies based on the service.

• All human actors that play a part in the service delivery including customers and employees. (Boom and Bitner,1981) Apple trains its retail staff to be customer oriented and are passionate fans of its products. The physical surroundings where the service is delivered and customers and employees interact. (Boom and Bitner,1981) Apple stores interior incorporate an open, clean and spacious concept.The operations, procedures, mechanisms and flow of activities where the service is delivered. It is also known as service delivery and operating systems. (Boom and Bitner,1981)Apple incorporates a standardize training operation for all retail staff and paid close attention to the flow of experience while designing its stores.

• Out of all the service marketing mixes, Apple ‘s strength lies in thePeople element.•Retailers regardless of industry will eventually evolve their recruitment methods and instil the values of good customer service to its retail staff as Apple has done.•Retail industries will now have to rethink of ways to improve on the flow of customer experiences which would mean a paradigm shift in processes and standard operating features and inclusion of new technology.

Apple's Retail Secrets:

• Just as Apple had to “Think different.” about retail, every retailer should rethink the purpose of their stores and focus on the experience a new customer has during the shopping process. Apple changed their layout considerably before they even opened their rst store and continue constantly tweaking their store environments to this day. Every retailer should be proactive in learning what works and what doesn’t work and optimize the retail experience accordingly.
• Apple does not just sell products in its stores, rather it provides a rst class retail experience that delights shoppers and visitors alike. Any retailer should apply the secret of personal delight to make its visitors feel appreciated, its employees motivated, and its customers connected to something more special than a purchase transaction.
• Apple empowers its store’s visitors by letting them touch everything, try anything, and stay as long as they like. Apple also invested in self-service tools to empower customers to schedule their own appointments and to purchase products online and in-store. Retailers should provide similar tools to allow customers to control their shopping experience while giving them a reassuring feeling of control.
• Apple believes the purpose of their stores is to enrich the lives of their customers. Retailers should take
  this important cue from Apple and ensure their staff is not focused on just selling products, but intent on building relationships and making people’s lives better.
• Apple goes beyond the ordinary to make their products and their stores feel special. Retailers should consider ways to do more than necessary to surprise and delight their customers. Customers will react positively to stores that makes them feel that people who work there are encouraged and empowered by their employers to go one step further to ensure customer happiness and satisfaction.