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Brand Positioning and Brand Equity Assignment
Brand Positioning and Brand Equity
Product: -Apple iPhone
1. Identification of product service
The product which is used here is Apple iPhones. These iPhones have attached a lot of customers thus mainly the youngsters who have targeted at age group of 22 to 35 years. Thus, this technology has made the customers attracted due to its consistency and new features without disruption also changing of old features. The market segment of apple iPhone mainly targets the demographic population and, also the physiographic population because of age, occupation, standards of lifestyle and individual income. Thus, having various rivals, Apple industry thus stand out to be a good internal global market with its leading product in the industry.
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2. Competitive information of the product
Apple industry thus famous for its products recently developed fame for the releases of itslatest iPhone and thus has various rivals both internally a d also in the external market. The major rivals of apple are Samsung, HTC, I bm, Sony, Lg and even Huwai. Thus, these are the competitors of Apple industry mainly in respect to the apple iPhones (Musalem et al. 2018). Thus, according to the statistics, Apple has been ranked as the 5th topmost industry among all it mentioned competitors.
According to the porter's five forces and competitive information plus analysis, it is stated that the goal of the competitors while analysing it are to identify the different strategies and also the action plan required , to make a clear determination of the competitors while analysing it are to identify the different strategies and also the action plan required, to make a clear determination of the competitor and also to predict the action of the competitor in the market and lastly make a positive use of competition behaviour to firm the advantage of the apple industry.
The porter's five forces done in case of competition are for gathering information about various competitors and then making use of that to predict the behaviour of the competitors.
Competitors objective- The main objective of the competitors is identified be it financial or non-financial. Thus, it also uses organizational structure, the background of the industry and its executives, risk and its tolerance and information of various contracts and management. Thus, the major reason for knowing the competitor's objective is to predict the response of the competitors towards something. With this Apple will understand its competition and the objective of its competitor's in making it down.
Competitor's assumptions- the assumptions are based on opinions, factors rules, industry trends and the past relation and experiences about something. Thus, with the help of assumptions the strategy is well defined which is used by apple industry for its iPhones in the market (de Guimaraes et al. 2018).
Capabilities of competitors- Thus, this identifies the current strategy, assumptions also strengths and the way the competitors respond to its resources and ability. The Apple analysis the competitive capabilities of the other industries through its strengths and weaknesses and revert.
Competitor's strategy- Apple analysis the strategy of the competitors by analysing what he is going to do and how it is being done. The strategy is identified so that Apple can create its strategic methods for betterment.
3. Environmental Scanning
The PESTEL analysis talks about the political, social, economical and technological also about the legal and environmental factors.
Political- Apple has been defined as number one in American technology which created an amount of 34.7 billion dollars and thus dependent on China for its lower cost which makes it market much more vulnerable. Thus, politically it is said that Apple would be the target for nationalism to grow and for anti- Americanism in country China and would lead to a reduction in market share.
Economic- The process of labour increases in china must lead to cost-effective advantage thus creating a "higher end customer market" and goods by Apple.
Social-The driving sales will be due to emotional connect the youngsters are having with Apple also the reasons for the greatest spend of the customer in decades in parts like Africa will be due to unfamiliarity of Apple there (Liu et al 2018).
Technological- Nowadays the Apple products are being duplicated by Companies like Samsung and Google which has enrolled apps like Android pay as in the case of Apple pay and thus resulted in the customers to go limited. Technological advancement and competition must lead to threat in the Apple industry.
Legal factors- It also faced various litigations and legally reported it is planning to enter other automobiles sectors for its regulatory business and also legal insurance and cost.
Environmental factors- The Apple faces various environmental issues like disposal and networking of various electronic devices. The environmental side effects and pollution from manufacturing process in China are growing concern. It can decrease andincrease the cost of regulation for Apple shortly.
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4. Demand forecasted
The demand for Apple iPhones has an increasing curve because the product knows its good usability. The apple is generally created in which the product is made easy of use and thus it uses advanced technology for its good usability. The demand for Apple iPhones is due to its consistent use because any changes that are made in the apple does not create any disrupt in the looks andin the other features.
Another reason for increasing demand for the apple is because they evolve with their customers to provide them with something new and the users of apple does expect some changes and new and new features in the apple. The demand increases because after using Apple iPhone peaceful free and easy to use it and because of all these reasons apple demand increases.
5. Market segmentation
The market segmentation is defined as a process in which the market is being divided among the potential users and divides the marketing into various segments, customer groups which are based on different characteristics (Mollahosseini et al.2017). For Apple, market segmentation is the process of broad dividing of the marketamong the consumers, thus normally existing between the potential customers, sub customers groups and other segments.
Apple's segmentation is dependent on demographic behaviours such as gender age and society individual's income. This can be explained as Apple mainly targets and society of 22 to 25 years age having an average to high income. The segmentation also depends on the geographic as well as psychographic changes and these are based on the personality and lifestyle. The lifestyle that is targeted by Apple is high moderate lifestyle. It works on people that have an average income, young and open to changes in society. Thus, Apple depends on demographic and psychographic segmentation that is lifestyle, occupation, age and average income.
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Targeting mainly depends on the process when a company decides to target a certain sector of the customers with whom they want to go and continue their business. Thus, targeting mainly depends n the forecast and people from which future sales can be profitable also.
Apple market targets the individual having an age group of 22 to 25 years. Both gender male and female are targeted by the Apple sectors (Glaister et al. 2018). They even target the social group who have income of medium to varying high range and is noted as affluent brand in society.Apple is the source of fascination to entrepreneurs because of they are very feasible in terms of storage and privacy. Apple targets the lifestyle of the individual stating modern, open towards change and they also target younger generation and kids.Thus, it is always noted that behaviour of Apple stands for hardcore loyalist as once a user uses apple remains a constant use of Apple.
7. Positioning statements
The positioning of apple mainly leads to the brand and its marketing effort that one is doing for promoting and advertising the brand. The position of the Apple brand is done through its brand identity, elements and product communication. The market of Apple this results from experience which urges the mind and heart of the customers(Tatoglu et al 2016). The brand is positioned with a belief of innovation, design as well as good imagination. These beliefs help to promote the product, doadvertisement and others. Thus, Apple implements and connect with customers and stays consistent and loyal with its features towards customers. High price and high quality is the positioning strategy of Apple and it mainly focuses on the brand identity with premium pricing strategy.
Figure 1: - Perceptual mapping of Apple iPhone
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