Bendable phones are viewed as the products that will be attractive to clients in the future and help smartphone producers to generate additional income. For this reason, for Apple, it is critical to introduce its own model of phone to preserve its leading positions in the segment and avoid losing clients. For this reason, the mission for the following project can be formulated in the following way:
The brand’s mission is to ensure that its clients will enjoy advantages provided by high-quality bendable iPhones and benefit from innovative and reliable software, hardware, and services.
The given statement preconditions the introduction of the next objectives:
- To design an attractive, reliable, and innovative bendable device.
- To create the software needed to support the functioning of the innovative device.
- To provide clients with access to services unique for such devices.
- To collect clients’ feedback related to the device to guarantee continuous improvement and creation of new, more effective models.
The unique feature of the device and the need for innovative technologies preconditions the high price for would-be bendable iPhones. For this reason, Apple can benefit from the employment of demographic segmentation method (Kotler and Keller 78). Designing the product and promotional activities, it is vital to consider the age of potential users, their income levels, and current needs. For instance, innovative technologies are usually welcomed by the youth; however, this category might have limited income that will prevent them from buying the bendable iPhone, which might cost about $2000 or even higher. For this reason, planning the STP process, it is vital to guarantee that the target audience will possess the high level of income and the positive attitude to innovative solutions, as it will ensure that the product will be successful.
The choice of the segmentation method also impacts the target market. As stated above, the potential audience will be comprised of loyal Apple’s clients, who possess the high and stable level of income and are ready to invest in new technologies that will become extremely important in the future. In such a way, the target market will be comprised of business people using other Apple’s products such as MacBook as they appreciate the high speed, friendly interface, and advanced compatibility with other devices. The focus on this segment is expected to help the brand to guarantee the increased level of income and sell an increased number of bendable iPhones.
Finally, it is vital to select an appropriate positioning strategy that will help Apple to ensure that clients will be attracted by a new product. At the moment, the firm is taken as an iconic brand that provides clients with high-quality and privileged devices that emphasise their social status and belonging to a certain group. For this reason, the quality positioning strategy should be employed by Apple as the way to differentiate it from other competitors who can also introduce bendable devices to the market (Kotler and Keller 121). The high quality of products means the high price; however, the target audience is ready to accept the cost because of the opportunities provided by a new device.
In such a way, the creation of a new bendable iPhone requires the focus on the target audience with a high level of income and characterised by the readiness to use and invest in innovations. The employment demographic segmentation method and quality positioning can help to acquire a competitive advantage and promote a new device among the target audience.
Work Cited
Kotler, Philip, and Kevin Keller. Marketing Management. 15th ed., Pearson, 2015.