Hannah Whittam 1 Assignment 4: Presentation of Recommendations - Script [SLIDE 1 - Intro / Background] This presentation develops the recommendations in line with the marketing strategy for the iphone XS. [SLIDE 2 - Overview] We will be looking at key areas: · Key Target market and segmentation - of the four identified segments we will explore a lead segment as a key target area. . Product positioning and brand position of the iPhone XS in line with the market · Marketing Mix - this section reviews the tactical approach promote the iphone XS to the specified segment. [SLIDE 3 - Segmentation Model] Here is the overview of the segmentation framework from the marketing strategy report which was based on three variable segments based on brand engagement and loyalty aligned to demographic age group. The segments have been identified understanding the familiarity of the brand, new vs existing Apple customer and also technological astute. I recommend we focus on the Apple loyalist group. This segment is already known to Apple, have a familiarity with the brand and product technology and operating system. [SLIDE 4 - Segment - Apple Loyalist] Looking at the market performance and brand equity of Apple over the years. I have chosen the Apple loyalist group: 1fi Segment is known · Using Apple ID via registration of Apple products, product usage, purchase data and behaviour, applications are logged against the customer including preferences. 2fi Segment is familiar with the product " Includes the operating system and basic phone and product set up
2 Hannah Whittam Assignment 4: Presentation of Recommendations - Script 3fi Conversion · A known customer is easier to convert in comparison with acquiring new business and customer base. · Engagement with the product and also previous loyalty will ensure a micro promotional engagement can be implemented. [SLIDE 5 - Key Product features] After selecting the segment for Apple loyalists as a high valued customer conversion point, I looked at how Apple iphone XS could position the product and the brand. For Apple Loyalist key features " Consistent customer care and experience " Understanding of the iOS and operating system · Customer trust " Technological advancement [SLIDE 6 - Points of Difference] There are 2 main points of difference with Apple (and Apple productsfi and their competitors. " Cost > high to low " Brand loyalty > high to low I have also included the Operating systems here for Android and iOS and the points of difference for these products. [SLIDE 7 - Brand and Product Positioning Statement] I have identified the brand position with Apple loyalist and also reviewed the commentary in line with Apple product positioning statement. Apple loyalists looking to upgrade or change handsets, the Apple iphone XS is the next generation of iPhone that takes everything you love about the iPhone to the next level.
3 Assignment 4: Presentation of Recommendations - Script Hannah Whittam [SLIDE 8 - Apple in the Smart Phone Market] [SLIDE 9 - Product Lifecycle] The smart