This target segment is the best opportunity to grow sales because the segment of customers of high income and an interest in technology has already moved to newer Apple gadgets and only customers of lower income with a need for reliable software will care to venture into the MacBook Pro territory. Targeting the marketing efforts at consumers with creative occupations can be very effective in the context of the boom of Youtube, blogging, and small independent businesses, all of which depend on visual presentation and require high-quality editing software that will be reliable.
This target segment is not of high income however, since the MacBook Pro is on the maturity stage of the product lifecycle, it is likely that the reduced price will be attractive enough to capture the mentioned target segment. These users have a need in acquiring specialized software programs to help them edit videos, photographs, and other pieces of visual art. The target segment at which the MacBook Pro will be targeted will include customers whose hobbies or occupations directly relate to creativity and visual content (photography, filmmaking, etc.). Therefore, to investigate how the product can be promoted, the following report comprises of three sections (Target Segment, Brand Positioning, and the Marketing Mix) to help overcome the challenges associated with the older MacBook Pro. While there is a lot of information out there associated with MacBooks and the features in which they differ (Smith & Bourque 2015), there was a lack of information about consumers’ perceptions of the older and newer versions of the laptop.
However, products that have already been introduced to the market can serve as efficiently as the new ones (Holland 2016). Customers are always reaching for the “next new thing” that comes to the market of technologies.