Chapter 8: Segmenting and Targeting Markets

Apple has various target markets around the world from kids to adults, to high income households to now low income households. They use segments to separate there target markets into different segments such as Geographic, Demographic, Psychographic and Behavioural segmentation.

When the new iPhone 5c came out Apple used a Demographic segmentation because there main goal was to focus on families with lower income who wanted an iPhone but couldn't afford the price. So they came out with this plastic, cheaper priced iPhone, which was colorful and still appealing to the masses of people.

Now even though the iPhone 5c was cheaper they still had a target market with the iPhone 5s which came out at the same time. The iPhone 5s targeted consumers with Behavioral segmentation. I say this because Apple has lots of loyal customers who want the latest and greatest new iPhone's. As a company Apple had to do their research to make sure both phones will be successful and they proved them selves right because both phones are selling everywhere and are selling better then the competition.