Market positioning
Posted: Wed Feb 12, 2025 3:50 am
iMac G3
Launched in August 1998, the iMac was the computer that established the name "Apple" in the marketplace and helped revive the company's financial recovery from bankruptcy in the late 1990s.
iPod
The first generation of the iPod was launched in October 2001. It was not an immediate success, as it was only compatible with Macs. Thus, the second generation of the iPod was launched in 2002 and produced to be compatible with Windows.
It was not until 2004 that the iPod began to dominate the market and several other different versions were launched, including the iPod Mini and later, the Nano.
iPhone
The iPod put Apple on an upward trajectory, but it was the iPhone, launched in June 2007, that took the brand to previously unheard-of levels.
Sold starting at $499, the iPhone revolutionized smartphone design and function. To date, india car owner data 18 different iPhones have been released and more than 1.2 billion devices have been sold.
iPad
The iPad was launched in 2010 and attempted to reinvent computers as touch-enabled mobile devices. To date, 16 different iPad models have been released and more than 350 million devices have been sold worldwide.
The launch campaign did not mention the device's technical features or prices at any point, it just showed the product being used. The strategy was to portray someone relaxing on their sofa using the iPad, without at least saying what the product was, just showing how to use it.
What do all these products have in common? The innovation they represented. They all revolutionized their market niches.
While Microsoft's market positioning is knowledge, Apple positions itself by being iconic and innovative. Philip Kotler describes brand positioning as:
"The action of designing the company's offering and image so that it occupies a differentiated place in the minds of the target audience. The purpose is to position the brand in the minds of consumers in order to maximize the company's potential advantage."
Launched in August 1998, the iMac was the computer that established the name "Apple" in the marketplace and helped revive the company's financial recovery from bankruptcy in the late 1990s.
iPod
The first generation of the iPod was launched in October 2001. It was not an immediate success, as it was only compatible with Macs. Thus, the second generation of the iPod was launched in 2002 and produced to be compatible with Windows.
It was not until 2004 that the iPod began to dominate the market and several other different versions were launched, including the iPod Mini and later, the Nano.
iPhone
The iPod put Apple on an upward trajectory, but it was the iPhone, launched in June 2007, that took the brand to previously unheard-of levels.
Sold starting at $499, the iPhone revolutionized smartphone design and function. To date, india car owner data 18 different iPhones have been released and more than 1.2 billion devices have been sold.
iPad
The iPad was launched in 2010 and attempted to reinvent computers as touch-enabled mobile devices. To date, 16 different iPad models have been released and more than 350 million devices have been sold worldwide.
The launch campaign did not mention the device's technical features or prices at any point, it just showed the product being used. The strategy was to portray someone relaxing on their sofa using the iPad, without at least saying what the product was, just showing how to use it.
What do all these products have in common? The innovation they represented. They all revolutionized their market niches.
While Microsoft's market positioning is knowledge, Apple positions itself by being iconic and innovative. Philip Kotler describes brand positioning as:
"The action of designing the company's offering and image so that it occupies a differentiated place in the minds of the target audience. The purpose is to position the brand in the minds of consumers in order to maximize the company's potential advantage."