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CONSUMER PERCEPTIONO
N
iPhone
►TARGETING
Customer Target
High school, college, graduate students
Middle-Upper class income professionals
►POSITIONINGVersatile, convenient, value
added device for Communication
Music, pictures & Videos
Full Internet Access
+
+
67 6475
6
23.7 2619
87.6
10 10 6 5.4
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
features looks s.o.factor value formoney
SAME
LESSER
BETTER
WHAT iPhone lacks?
0
20
40
60
80
100
120
problems faced
% o
f peo
ple
cost
bluetooth
volume/speaker
msgs
complicated
bulky
ANALYSIS OF THE SURVEY• Biggest Strengths - features like Multi-touch, iPod - Looks (giant screen) - stand-out factor
• Weakness - expensive - battery - lack of Bluetooth connectivity
•Limited Awareness among Indians.•Subconscious Price Barrier.•Male and female perception when purchasing phone.•International product want to ape western culture).•Low Internet Usage On Cell phones
CONTINUED…
• Free MB downloads and free applications on
iTunes
Superiority over Bluetooth
A Cheaper, more simplified, Version, less bulky For Girls
Use of HALO effect
Branded question papers
Promote trial
Organized mobile retail
Limited version concept
Free Bluetooth headset with business version
Product placement
In TV programs
Paper bagsFree Iphone case
VIRAL MARKETING
pictures
Ring Tones
MORE MARKETING
REQUIRED
