Marketing Plan for Apple's iPad: Primary Research and Proposed Promotion Mix, Thesis of Economics

Download Marketing Plan for Apple's iPad: Primary Research and Proposed Promotion Mix and more Thesis Economics in PDF only on Docsity! Marketing Plan for Apple Incorporation Primary Research and Proposed Promotion Mix Date Primary Research The main target for Apple’s iPad is the middle class to upper class customers in the market, which is mainly attributed to the fact that this demographic has the ability to purchase the product at higher or rather relatively higher premium prices. This category of people is willing to pay more for quality and their income is enough to enables them. The millennial generation aged between 18 and 25 is the majority of the target segment because it is attracted to the key aspect to innovation and technology compared to older generations, and likes lifestyle and luxury. The onsumers are interested to purchase iPhone iPad, reasons being for trying new things, watching movies, easier communication and academic purposes, larger screen size, innovative features, and as well because it’s a new product of the Apple brand. The features that attract the consumers include camera, style, and other factors. The demographic uses the product, mainly to study, and to watch movies, play games, and movie shows. Among professionals, working class, and top executives, functionality is the main consideration in the Apple’s iPad devices affecting their purchasing decisions. The brand offers unique designs, value, and quality for high prices (Brown., 2015). Some of the potential changes to customers’ needs and wants include preference for large screens, high quality screen resolution, high quality display, adaptive brightness, large memory capacity and design using high and innovative technologies. Potential changes to existing Apple's demographic market segmentation could include development of iPad that has the modern software and features to meet professionals’ needs and support games for young kids, which enable personalized experiences. The psychographic buying behavior is based on the lifestyles of the target markets where the customers are technology savvy and prefer innovative technology, luxury, and seamless user experience and high social and economic status.