SEGMENTATION AND TARGETING

Segmentation and Targeting

Segmentation and Targeting

Introduction

The product that I have selected for the assignment is “MacBook Pro”. The Apple MacBook Pro is one of the products of the Macintosh series which was first introduced in January 2006. The advanced extension of Apple's MacBook family, MacBook Pro is currently available in 13, 15 and 17 inches screen (Galbraith, 2009).

Target Market for MacBook Pro

The following characteristics of buyers represent potential target market for the MacBook Pro (Snell, 2006).

Countries: All the Developed countries and few of the Developing countries which have the potential for consumption.

Earning Level: Consumers that have earnings of $15,000 and above

Focus: The only focus of MacBook Pro is on providing quality product to the consumer. The concept is to provide a high quality product at a premium price.

Age: The targeted age group is 20 years and above.

Occupation Level: The target market of Apple MacBook pro includes mostly professionals and Business owners.

Grouping by Lifestyle: MacBook Pro targets people who are frequent flyers and Business men.

Education Level: The major target market of Apple MacBook Pro is University graduates and people with higher education.

Sample Person

John is a 29 year old marketing professional, who lives in New York. He earns $30000 a year and is fond of using technological products. He is using Apple's Mac Book Pro for last one year. One of the reasons is affordability, that John can afford buying and using expensive technological products. John's job demands a lot of travelling every month. He prefers Mac Book Pro for travelling purpose as it is easy to carry and user friendly.

John is fond of using quality technological products and, at the same time he is loyal user of Apple's product. He prefers using quality products and do not run behind cheap products because he believes that can result in the compromise in quality.

Justification for the accuracy of this Characterization

The characterization described above is accurate because the person belongs to the United States of America which is in no doubt a developed country. John is a professional worker and lies well within the income group that of Apple's target market.

Mac Book Pro is a notebook whose selling price averages a $1500 to $2500 which, not everyone can afford.

Where Does the Product Advertise?

Mac Book Pro targets its customers mostly in developed countries and in some of the developing countries. This clearly identifies that ...