Apple TV.
Apple TV
This will be a competitive pitch that you will deliver to your client (Apple Tv +). Your objective is to develop a target market strategy grounded in research and insights from consumer psychology, for Apples new streaming service: Apple TV + PWC conducted a Global Consumer Insights Survey in 2019 and came up with a typology of customers. The PWC report linked above has the detailed description of the typologies listed below. Reluctant Digitist- is my group’s category!!! Each team will be assigned one of these categories at random. 1. Highlight the marketing objective based on brief analysis of the external environment and the industry. 2. Your analysis should discuss how the brand will target the segment through its positioning and messaging. You should prepare a positioning map and ensure your strategy is aligned with recommended positioning. 3. You will need to develop at least two consumer personas/profiles for the given segment, 4. Conduct an analysis of current trends and environment with a focus on those that can have a direct impact on consumers, as well as competition and how these developments can impact your brand, and your target markets consumption. 5. You will find it useful to conduct a means end chain analysis and understand the motivation of the target market. Please include this in your presentation as well. 6. Your recommendations about the motivation of the target market should be backed up by secondary sources – whether it is data or a theory/framework. 7. You must refer to journal articles in Journal of consumer Research andJournal of Consumer Psychology to understand if there is any topical research on the tactical suggestions you provide.