Iphone 4 and 4S - Segmentation

 

Marketing

 

What is Segmentation and Targeting..?? •

Market Segmentation •

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Process of dividing a large market into smaller  target markets, or customer groups with similar  needs and/or desires. 

 Targ  Ta rge eting •

Selection of potential customers to whom a business wishes to sell products or services.

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The targeting strategy involves segmenting the market, choosing which segments of the market are appropriate, and determining the products that will be offered in each segment.

 

Market Segmentation Segmentation Mass Market Niche

Micromarketing The Individual

Standardized Marketing Mix

Niche

Micromarketing Dr. Rosenbloom

Personalization

 

Segmentation Segmentat ion Variables

Demographic Segmentation

Benefits-Sought 

Geographic Segmentation

Situation Segmentation

Psychographic

Behavior/Usage  

Segmentation

Segmentation

Segmentation

Dr. Rosenbloom

 

Segmentation Segmentat ion Strategy-- iPhone i. Geographic ii. Usage Status

 

Profile of iPhone users  Age 15-25

0% 18%

25-40 47%

40-60

35% 60 & Above

 

GENDER

47%

53%

Male Female

 

OCCUPATION Students Working Prof. 6%

6%

12%

35%

Home Maker  Self Employed

41% Service

 

Income

0%

24% 12 Lakhs

 

Benefits/ features in a phone Total 80 70 60 50 40 30 20 10 0

Total

 

Factors influencing buying behavior  Total

78

76 74 72 Total 70 68 66 64 62 Product Features

Status Symbol

Quality assurance

 

Other findings •  All

the respondents respondents are satisfi satisfied ed with iPhone.

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80% of the respondents would recommend others to purchase iPhone.

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95% of the respondents are heavy internet users. ( Monthly usage in excess of 1 GB)

 

Non iPhone users Reasons for not buying Total 35

30

25

20 Total

15

10

5

0 Pricing

User Interface (iOS)

Lack of After  Sales Service

Lack of  Supporting Infrastructure (4G Facilities/ Faster Net Speed, etc.)

Dislike towards iPhone

Other 

 

Factors influencing purchase decision Total

180 160 140 Total

120 100 80 60 40 20 0 Better User  Interface

Better After Sales Service

Supporting Infrastructure is provided

Priced Competitively

Financing Schemes made  Available

 

Retailer’s Views  •

Target Audience: High Income Group, Working Class, Age Group: 26-39

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Influencing Product Features, TechnologyFactors: and Brand Positioning. •

Maximum Sales : New Launch, Festival- Diwali

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Who buys : a.) Interested only in Apple. b.) High end Products c.) Price not a concern

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 Apple customer, generally sticks to Apple.

 

Target Segment •

Geographic : Urban India

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Demographic : High Income Group, Youth and Working Class.

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Behavioral : 1. Us User er St Stat atus us : U Use sers rs and and Non Non-u -use sers rs 2. Benefits : All in one Phone 3. Usage rate : Heavy Internet users 4. Occasions : New Launch, Festivals •

Psychographic : Quality conscious, Status Symbol.

 

Statistical analysis •

•

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From the Data Collected we found that 86% of the consumers feel that I-phone 4 and 4S are overpriced. From the sample of 60 people that we have taken 43 are non I-phone users. Since the sample size is more than 30 we would use z test to test our hypothesis. hypothesis.

 

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n=60, P=43/60= 0.7

• •

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p=0.86, q=1-p = 0.14 Ho: There is no significant difference in the proportion of people buying iPhone 4 or 4S. Ha: There is a significant difference in the proportion of people buying iPhone 4 or 4S.

 

 

Thank You