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- Market Segmentation, targeting & positioning.

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Umair Asghar

on 2 November 2015

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Transcript of - Market Segmentation, targeting & positioning.

Smartphones
Apple
Samsung
Basis on which we do segmentation
- Market Segmentation, targeting & positioning.
Umair Asghar
Apple
Samsung
QMobile
Segmentation
Targeting
Positioning

Geographic Segmentation
:

Apple has made their products available all over the world. Apple also sells their products through third party retailers(Verizon, Sprint, Best Buy) which are located in many different locations.
Demographic Segmentation:


Apple's products appeal to both male and females. Apple's products are for anyone able to comprehend and use the device properly. The age range for customers is usually 13-60.

Behavioral Segmentation
:

Apple's products make communication, performing task, and organizing easier than ever before. Their product's benefits are what makes Apple such a successful company.
Psychographic Segmentation:

Apple appeals to anyone who wants to be up to date with today's technology. Apple creates some of their products in different colors to appeal to different people's taste.


Geographic Segmentation:

Samsung has divided the Asian market into different geographical regions such as northern, eastern and southern areas. It has made their products available all over the world and also sells them through third party retailers(Verizon, Sprint, Best Buy) which are located in many different locations.


Demographic Segmentation:

Age- 13-60
Gender-Samsung phones are equally beneficial for male and female
Income- Products are offered with varying features to different peoples based upon their income level i.e. from 400$-900$
Demographic Segmentation:

Age: (10 - 40+)

Gender: Different styles/colors for their mobiles to specify for boy and girl.

Psychographic Segmentation:

They make their cell phones stylish and sleek
Behavioral Segmentation:

Long battery timings & quality
Geographic Segmentation:

Qmobile is easily available across Pakistan making it easily accessible for local users
The target market of Qmobile was basically the people who wanted the latest technology at reasonable prices. Qmobile was the company which offered technology that matched android level at very low prices.
Teenagers are targeted by Apple. Teens use their devices to communicate, play games, and get on social media.

Adults are also one of Apple Inc.'s target markets. iPhone's are useful to adults for their everyday needs such as phone calls, map directions, internet connection, documents and cameras. Carrying these small devices makes adults lives much easier for communicating daily.
Teenagers to early adults (age 14 ' 25) ' This age group of Samsung product consumers is usually Samsung's smartphone target customers as they are mostly technology savvy. This group of customers is growing as Samsung saw that this group has more spending power in recent years compared to in the past.

Adults (age 26 ' 50) ' This specific group of targets the largest portion of Samsung's target market as this is the group of consumers that have the most ability to purchase any of the product Samsung has to offer in the market.

Psychographic Segmentation:

Samsung is also classifying customers on different levels based on different lifestyle and personality of the people
Behavioral Segmentation
:

Consumer are also targeted differently based upon the benefits that are seeking in Samsung electronics i.e., some people may want good quality , some may want low services and some want good services
QMobile
They have been constantly redesigning and introducing new series of products, e.g. – Galaxy Series. Currently they are working on designing the lightest and slimmest phone of the world,along with an amazing powerful performance to gain an edge over their competitors.
QMobile marketing campaign aims to reach out to all Pakistani consumers across all segments of society, whether they are QWERTY phone users or smart phone lovers. QMobile’s range of stylish yet innovatively advanced mobile products provide affordable touch screens, QWERTY, WiFi and Android OS smart phones, catering to customers who are looking out for advanced quality and features at prices that are extremely affordable.

Apple's core competence remains delivering exceptional customer experience through superb user interfaces. The company's product strategy is based around this, with the iPhone (with it's touch screen "gestures" that are re-used on the iPad), Mac, iCloud, iTunes, and the Apps Store all playing key roles. The distinctive feature of each of Apple Pay and Apple Watch remains the customer experience of an elegant user interface and simplicity of use.
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