Question

Based on a visit to the apple watch company’s website and your over all impressions from any of the brand’s past and current advertising campaigns you have been exposed to, as best you can, identify the usual (typical) buyer of the company’s brand. In doing this, write a description of the persona of the buyer – i.e., what is the typical buyer like, his/her interests that relate to the brand, his/her lifestyle, and any other characteristic that would help the company in communicating with them. Based on your analyses about this brand, depict its brand position (compared to the primary competitors) on a perceptual map and discuss how you determined these positions.

Answer 1

Apple is the market leader in smart phone and tablet market and is considered as an innovator to the core.

The generic competitive strategy of Apple is broad differentiation. Apple differentiates its products from competitors through this strategy. Apple products are all premium priced compared to its competitors.

Below is how a typical Apple product buyer can be characterised -

1. Well-educated and tech-savvy - considering the features and applications that Apple phone provides.

2. Capability to purchase high-end phones

3. Concerned about status in the society

4. Used Apple products in the past.

Apple's products can be placed in the high quality and high priced quadrant in the perceptual map as consumers perceive it as high quality and unique brand which can be purchased at a premium price.

Below are the various differentiation factors of Apple –

1. Quality and Design of the gadgets and hardware
2. Unique operating system and other support softwares which only work with Apple products
3. Innovative applications that the Apple mobile products provide
4. High perceived value of the products which help the firm to charge high costs on products
5. Unique set of digital products and the corresponding accessories which work with Apple products only
6. The products are perceived by high range customers as status symbol and medium range customers as dream products
7. Unmatched performance and user experience that the firm offers through its products