Nama : Catur Kukuh PW

NIM : 201810160311632
Kelas : Manajemen 3L

“Analysis of Apple Smartphone Marketing Strategy (IOS) Based on STP”

Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that
designs, develops, and sells consumer electronics, computer software, and online services. It is considered one
of the Big Four tech companies along with Amazon, Google, and Facebook. The company's hardware products
include the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media
player, the Apple Watch smartwatch, the Apple TV digital media player, the AirPods wireless earbuds and
the HomePod smart speaker. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April
1976.
A. Analysis STP
 Segmenting
 Demographic, Apple specializes in men aged 17-35. Where in the age of production with an
average income of 3 million per month and can be said to be the upper middle class.
 Psychographic, taking into account that men in the age range of 17-35 years like sophisticated
gadgets to meet the needs and determine different classes
 Geographic, Apple products are marketed globally in other words throughout the world.
 Targetting
Apple is targeting its products on the market or people who are concerned with the style, design and
simplicity of the product. Where almost all Apple products have a user interface that has a style in
appearance but is easy to use.
 Positioning
Apple positions its product as an exclusive and different product compared to its competitors.
Because of that Apple gives the impression that its products are products for the upper class. Even for
their cheapest products.
Apple has a better sound quality compared to other products. This makes the user comfort when
playing games or listening to music feels different when compared to other products.
Hardware and software made by Apple is famous for its sophistication and stability. If you use
Apple-made hardware, you will very rarely encounter bug problems like you encounter when using
other systems and hardware.
Maps application also gets a significant increase. One of them, Apple brings a Favorites feature that
can be used by users to save their favorite spots, and binocular buttons that function like Street View on
Google Maps.
Although it seems that Apple is arguably "late" in releasing features in iOs 5 such as the
Notification Center, but there is certainly a reason behind it all, such as research to maintain stability
 and various other reasons. Besides all that, Apple also provides a variety of interesting features that do
not exist in other mobile phones, for example, Siri.

CONCLUSION :
Apple is targeting middle-class male consumers in the productive age range by considering their needs for
sophisticated gadgets and to increase their prestige. With the consideration of men is the highest income factor
compared to women. Without prejudice that women will buy the product too. With a design and user interface
that is fashionable and easy to use. Apple positions its product as an exclusive product. Apple gives the
impression as a high class product. So that makes people who use their products feel in addition to being met
their needs for technology but also increase their prestige. By focusing on old customers while attracting new
customers. Apple provides better aftersale services compared to its competitors where users can upgrade their
gadgets with the latest series of products just by exchanging the previous series gadgets for a certain price.
Make consumers feel they are not behind each of the latest series of products coming out and make sure every
product released sells well. With this, the development of sales of Apple products is always maintained with
more and more competitors appearing.

B. Marketing Strategy of Apple

 Innovation
Apple provides products that have been popular before the iPod and mobile phones and unites the two
concepts. Supported by in-depth research and various surveys and research, Apple is able to create
products that combine the two product concepts into a new concept that does not feel awkward when
operated. Even the first iPhone ad uses the phrase "there's never been an iPod that can do this" and
instills the impression that potential buyers will get more when they buy an iPhone.
 Branding Strategy
With a logo and company name that is easy to remember, Apple instills the idea that its products are
advanced technology that is easy to use and user friendly.
 The Use of Marketing Media
Apple created an official website specifically for the iPhone where users can enter the site to explore all
kinds of things about their iPhone, ranging from general iPhone usage instructions, tips and tricks as
well as application updates and the latest series.
 Potential Marketing Target
Apple is aware that more and more young professionals (especially those who succeed through online
business) will become loyal consumers of sophisticated communication tools. Because of this, iPhone
product marketing campaigns since the first series always feature things that will attract the attention of
young people and professionals; sophisticated, trendy and versatile products.