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  • Customer Segmentation Analysis

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    Wong Carmen
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    The document discusses customer segmentation. It explains that customer segmentation involves grouping customers into segments based on raw demographic data like gender, age, and income level. The purpose of segmentation is to put consumers into different groups in the market. Segmentation is done to develop different marketing mixes targeted at each chosen segment, especially for promotion purposes. The document also provides information on Apple's business in China, noting China's large population, increasing iPhone sales revenue over the past 5 years in China, and higher year-on-year iPhone sales growth compared to the rest of the industry. It discusses collecting customer feedback data and samples to inform future marketing strategies and decision making, such as setting prices and discounts.

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    apple information system

    Original Title

    Apple Place (1)

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    The document discusses customer segmentation. It explains that customer segmentation involves grouping customers into segments based on raw demographic data like gender, age, and income level. The purpose of segmentation is to put consumers into different groups in the market. Segmentation is done to develop different marketing mixes targeted at each chosen segment, especially for promotion purposes. The document also provides information on Apple's business in China, noting China's large population, increasing iPhone sales revenue over the past 5 years in China, and higher year-on-year iPhone sales growth compared to the rest of the industry. It discusses collecting customer feedback data and samples to inform future marketing strategies and decision making, such as setting prices and discounts.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    1 views4 pages

    Customer Segmentation Analysis

    Uploaded by

    Wong Carmen
    The document discusses customer segmentation. It explains that customer segmentation involves grouping customers into segments based on raw demographic data like gender, age, and income level. The purpose of segmentation is to put consumers into different groups in the market. Segmentation is done to develop different marketing mixes targeted at each chosen segment, especially for promotion purposes. The document also provides information on Apple's business in China, noting China's large population, increasing iPhone sales revenue over the past 5 years in China, and higher year-on-year iPhone sales growth compared to the rest of the industry. It discusses collecting customer feedback data and samples to inform future marketing strategies and decision making, such as setting prices and discounts.

    Copyright:

    © All Rights Reserved
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    of 4

    Customers Segmentation

    Raw Data (Demographic)

    Natter.M (2008)

    - Gender
    - Age
    - Income level

    Information
    G.P. Moschis (1997)
    - Put the consumers in the market into different groups

    Why?
    JW Mullins (2005)
    - To develop different marketing mix for chosen segments
    (Promotion)

    'Place' factor of Apple plc


    China has the largestest population - over 1.4 billions (Worldometers.info,
    2015).
    Iphone sales revenue continuous increase during last 5 years (Shukla,
    2013).
    Iphone's year-on-year sales increase,Iphone>75%, rest of industry> -4%
    (Waal-Montgomery, 2015).

    Customer Feedback
    Raw Data: Customer Feedback
    Sample:
    1. Satisfaction of price
    2. Suggestion to Apple
    Why?
    - Plan next marketing strategy and
    decisionmaking.
    For Example:
    List Price
    Discount for Education

    References

    Baker, M., Walker, O., Mullins, J., Boyd, H., Larreche, J., Cravens, D., ... & Simmonds, K. (1996).
    Marketing strategy. International encyclopaedia of business and management, 3333-47.

    Moschis, G. P., Lee, E., & Mathur, A. (1997). Targeting the mature market: opportunities and
    challenges. Journal of Consumer Marketing, 14(4), 282-293.

    Natter, M., Mild, A., Wagner, U., & Taudes, A. (2008). Practice Prize Report-Planning New Tariffs
    at tele. ring: The Application and Impact of an Integrated Segmentation, Targeting, and
    Positioning Tool. Marketing Science, 27(4), 600-609.

    Shukla, V. (2013). Apple: What Would Affect iPhone Shipments To China Mobile?. [online] ValueWalk.
    Available at: http://www.valuewalk.com/2013/12/apple-china-mobile-shipment/ [Accessed 5 Oct. 2015].

    Waal-Montgomery, M. (2015). Apple promotes China to first wave of markets in iPhone 6s launch. [online]
    VentureBeat. Available at: http://venturebeat.com/2015/09/10/apple-promotes-china-to-first-wave-ofmarkets-in-iphone-6s-launch/ [Accessed 5 Oct. 2015].

    Worldometers.info, (2015). Population of China (2015) - Worldometers. [online] Available at:


    http://www.worldometers.info/world-population/china-population/ [Accessed 5 Oct. 2015].

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