Fundamentals of Retailing

Assignment 1
Launch of Apple Retail store

SUBMITTED BY- MAYANK GUSAIN

(21609026)
 STP of Apple

 Market Segmentation of Apple

 With Apple, market segmentation is grouped into behavioral and psychographic
variables. Segmenting is a process of grouping the audience into smaller segments based
on specific characteristics like occupation, gender, age, and other customer preferences.
These segments or variables must be accessible, measurable, and actionable to benefit the
company.
 Targeting of Apple
 Apple targeting strategies involve determining the more attractive segments for the firm. This
stage implies choosing particular groups identified from the segmentation process, where Apple
can sell their products to. The company positions its brand as a premium provider of products
and services with high-quality and advanced functions and capabilities.
 Apple's target customers include the well-off individuals willing to spend more on technology
products and services with advanced capabilities, functions, and designs. After years of
evaluating Apple's customers' characteristics, it has revealed that most of them tend to
appreciate quality, performance, and design of tech products and services over the prices.
 Positioning of Apple
 The positioning approach for every marketing plan plays a critical role in promoting a brand image in the customers' minds. A
practical and critically selected positioning strategy can hugely influence the firm's success. When deciding on the brand's
positioning, companies vary on the aspects they want to highlight and emphasize, based on the industry, company time, size, and
products.
 The technology industry is rapidly growing and constantly evolving, hence the continuous introduction of new products with
technical resolutions and innovative features. Apple is one of the top firms in this sphere, and most of the players in the industry
often look up to Apple, its new technologies and products.
 This success is partially due to its solid and effective positioning based on various elements. Apple positions itself in the market as
a premium brand sought by everyone. Surely, the company's products are not cheap, but you will find people, even those who
cannot afford to find ways to get their hands on Apple products.
 Apple positioning its brand to create an emotional connection with its customers through exceptional experiences is an excellent
approach, especially in this competitive industry. In the same manner, Apple uses its positioning approach based on competition.
Since competition is tight in the technology industry, Apple ensures to continuously invest in R&D and introduce innovative
products and features all the time. It keeps on making unique technologies for the brand and cannot be copied anywhere else.
 4ps of Apple

 APPLE’S MARKETING MIX: PRICE

 Apple uses premium pricing for their products. Because of the innovation and technology in their
products customers are fine with paying a higher price compared to some other brands. Apple
typically doesn’t have sales on their products and the price is usually standard and doesn’t drop until
a new model is released. This premium pricing strategy attracts middle to upper-class consumers and
helps maintain Apple’s high-end image.
 APPLE’S MARKETING MIX: PRODUCTS
 Apple products are innovative because they are designed after thorough customer research. Apple likes to think it knows what
customers want and for the most part, they do. The following are Apple’s core product lines:
• Macintosh – The machine that started it all. The Macintosh was first released in 1984 and today is known simply as Mac. With the focus
shifting to portability, Mac laptops such as the MacBook Air and MacBook Pro are some of the most popular laptops in the U.S.
• iPod – The iPod along with its software iTunes revolutionized the music industry and the way we listen to music. While the Mac can be
considered innovative today, the iPod was the first true innovative product that would pave the way for Apple’s iProducts.
• iPhone – The iPhone was the first smartphone to use a multi-touch interface. This removed the need for styluses and keyboards. The
iPhone is still going strong and is one of Apple’s leading product lines.
• iPad – While tablets were nothing new when the iPad first launched, it is usually credited with pushing tablets into the mainstream with
other companies quickly following. The iPad was the most successful tablet when it launched and continues to be a strong product line
for Apple.
• Apple Watch and Apple TV – Despite stiff competition from other brands such as Samsung’s fitness watches and Amazon Fire TV,
Apple’s Apple Watch and Apple TV do see sales from loyal customers. The ability to sync with other devices is a key selling point for
those already invested in Apple’s other product lines.
• Apple Software – iTunes, iCloud, iBook, and their MacOS are just some of the intuitive software that is available across all of Apple’s
devices. Combined together they are one of Apple’s key product lines that really tie all their devices together.
 APPLE’S MARKETING MIX: PROMOTION
 Apple promotes their products through commercials and print ads, focusing on how their products are different
from competitors. Commercial ads run when a product is first launched and print ads will run throughout the
product’s life. Ads usually follow the same style using either white backgrounds to contrast the stylish black of
their products (iPhone, iPad, etc.) and logo, or an inverse with black backgrounds and white text with a white logo.
Ads are simple and to the point, usually focusing on one key feature of their product.
 One big component of Apple’s promotion is their yearly keynote speeches. These events themselves are not only
part of Apple’s overall promotion, but have become a part of their brand and image. They keep fans interested and
provide information on upcoming products.
 APPLE MARKETING MIX: PLACE (DISTRIBUTION)
 Apple has strict guidelines as to who is allowed to sell (distribute) their products. To ensure
control over distribution, Apple authorizes certain stores to sell their product. This creates
exclusivity which might limit reach, however it also reinforces the high-end image of their
products. Because of this exclusivity,  Apple has lower distribution costs and is able to invest in
other areas such as product research.
 Apple product distribution includes:
• Apple Stores
• Online Apple store and App Store
• Authorized retailers such as Telecom Companies
 Provision Of Apple

 Although you can test an app you’re developing in iOS Simulator, you can’t effectively test all aspects of your app without testing it on a
device. To run your app on an iOS device during development, it must be connected to your Mac, enabled for development, and recognized
by Apple. You do this by providing some information about the app, yourself, and the device. You create a type of signing certificate, called
a development certificate, to identify yourself. All of this information is incorporated into a development provisioning profile that is
installed and that allows the app to launch on the device.
 The easiest way to provision your devices for development is with Xcode. You can sign in to your account and view all the provisioning
profiles and signing certificates for your account. Xcode provides a default iOS Team Provisioning Profile and iOS Wildcard App ID for
you. Xcode automatically updates this provisioning profile when new development certificates or device IDs are added to your account.
The iOS Team Provisioning Profile uses the iOS Wildcard App ID that matches all apps developed by you or your team. The iOS Team
Provisioning Profile allows you to begin running the app on a device immediately. However, if you use iCloud storage, push notifications,
In-App Purchase, or Game Center, you need to create a specialized provisioning profile, as described in App Distribution Guide.
 To run your app on a device, you will perform these tasks in the tutorial steps that follow:
1. Request a development certificate.
2. Add your device to the portal.
3. Code sign your app.
4. Launch your app on the device.
 Distribution Channel

 Although you can test an app you’re developing in iOS Simulator, you can’t effectively test all aspects of your app without testing it on a device. To run your
app on an iOS device during development, it must be connected to your Mac, enabled for development, and recognized by Apple. You do this by providing
some information about the app, yourself, and the device. You create a type of signing certificate, called a development certificate, to identify yourself. All of
this information is incorporated into a development provisioning profile that is installed and that allows the app to launch on the device.
 The easiest way to provision your devices for development is with Xcode. You can sign in to your account and view all the provisioning profiles and signing
certificates for your account. Xcode provides a default iOS Team Provisioning Profile and iOS Wildcard App ID for you. Xcode automatically updates this
provisioning profile when new development certificates or device IDs are added to your account. The iOS Team Provisioning Profile uses the iOS Wildcard
App ID that matches all apps developed by you or your team. The iOS Team Provisioning Profile allows you to begin running the app on a device
immediately. However, if you use iCloud storage, push notifications, In-App Purchase, or Game Center, you need to create a specialized provisioning profile,
as described in App Distribution Guide.
 To run your app on a device, you will perform these tasks in the tutorial steps that follow:
1. Request a development certificate.
2. Add your device to the portal.
3. Code sign your app.
4. Launch your app on the device.