The Iphone
Structure:
• Market Segmentation
• Target Market
• Product
• Promotion & Place
• Price
Market Segmentation :
• 87% of the total population between 14-64 years have a mobile phone (= 43.6 mio. people)
• Only 37% of the mobile phones are older than a year, and each fifth mobile phone is younger than 6 month
• 34% of the people are planning to buy a new phone during the next 2 years
• Potential with the 50+ generation
Target Market:
EU-Market
We want to reach people between 18-64 years with an average to a higher income. We think especially business people or so called young professionals are potential customers of our product. Within our target market are also all Apple customers (especially I-pod-User) as well as all Smartphone- and PDA-User.
US-Market
We want to take a look at the US-Market. They found out that the average customer of the product is male (72%) and at least 31 years old. He earns about 75.600$ per year and has a college degree.
They have an estimated target audience of 10 mio. in the US.
Mobile use in the future
The following numbers express the desires of the people, which are planning to buy a new mobile phone: E-mail 14,4%, Navigation 10,4%, Internet 10,1%, Music 7,5%, Fotos/Video 7,4%, Voicemail 7,1%
Target-Audience
The number of the 18-65 year old people in Germany is 50.890.000, 34% of them are planning to buy a new mobile phone which equals 16.900.000. Our product will meet the desires of 7,1% of them which equals 1.200.000. This number is our calculated target audience.
We estimated a target audience of 5.4 mio. in Western-Europe (GER, FR, IT, UK)
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