I.Strategic Product and Brand Definition
Coreproducts refer to the organization’s goods or services which aremanufactured from the organization’s core competencies. Theseproducts are then incorporated into other products to generate thefinal product which is marketed to the final consumers. In the caseof the enhanced products, there are times a product or a serviceneeds to be improved by integrating unique features for it to remaincompetitive. Enhanced goods or services are great ways to augmentrevenues as well as revitalize the company.
Brandstrategy refers to a long-term approach destined to develop aparticular brand of the company to attain specific objectives. Appleis a multinational company which has its origins in the UnitedStates. The company‘s competencies comprise of advancement inmobile gadget technology, great customer service, skilled marketingpersonnel as well as incredible financial performance. It is knownfor its strong brand standing in products such as iPad, iPod, AppleT.V, Mac computer hardware, and software. Apple’s products haveunique features hence guarantee consumers a unique user experience.For instance, Apple iPhone are unique in design which makes them verycompetitive in the market. To distinguish its products fromcompetitors, Apple Company utilizes unique software such as Ioswhich is an inbuilt operating system used in the manufacturing ofSmartphone and Mac software in the manufacturing of personalcomputers (Apple Inc., 2014). Consequently, this software enhancesthe quality of its products which enables the company to establishitself globally.
Inspite of the high competition experienced in the industry, AppleCompany has succeeded in communicating its brand to its potentialconsumers which guarantee it power over prices through inventivemarketing, product differentiation, and brand loyalty. The intangibleaspects of Apple’s products brand include unique software such asMac, innovative brands such as iPod and iPad. On the other hand,intangible aspects include the attractiveness, well packaging anduser-friendly products.
II.Segmentation, Target Marketing and Positioning
Atarget market is a group of individuals who are considered topurchase what the company sells. Targeting marketing helps theorganizations to optimize their marketing sources. On the other hand,marketing segmentation refers to the process of dividing the marketinto distinct consumer segments. Apple company has integrated thefollowing market segmentation for its products: Behavioralsegmentation, it divides the market by their usage, decision-makingapproaches as well as habit. Secondly, the psychographic segmentationwhich uses individuals styles, activities, opinions as well as theirinterests to define a consumer segment. It takes into considerationconsumer purchasing behaviors. The psychological features includepeoples’ lifestyles as well as social standings. For instance,Apple’s iPhone, and iPod are segmented into those individuals wholikes to use the smart phones for self-representation, conveniencesas well as to those clients who are geared towards the technicalability of an iPhone (Formica, 2015). Geographic segmentation dividesconsumers in term of their geographical location. For instance, AppleCompany’s products are targeted in almost every region all over theworld. The company has established outlets in all vastly inhabitedareas all over the globe and over 80 approved nations’ websiteshence allowing its global presence. Its capability to customize theapps to suit the consumer’s desires and interests makes itsproducts to be desirable to all ages, genders, occupations,ethnicities as well as financial status (Formica, 2015). The iPhone 6and iPhone 6+ are among the first to be marketed regarding theconsumer`s social and professional working needs.
AppleInc. (2014).Apple Inc. Annual report. Retrieved from
Formica,M. (2015). Segmentation,Targeting and Positioning Analysis – On Apple iPhone 6.