| Ref. No. | IIMC-CRC-2015-05 |
| Authors |
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| Length | 7089 words (27 pages) |
| Data Source | Secondary Data Sources |
| Setting | Indian Mobile Handset Industry in 2012-14. |
| Abstract | In spite of the upsurge of the smartphone segment in emerging economies, the 5C brand from Apple, nose-dived to head start in emerging markets such as India. With significantly higher price and little product differentiation compared to its competitors (Nokia, Samsung , HTC and other local players) , 5C could neither satisfy the price-sensitive mid-range customers, nor the elite prospects of brand ‘Apple’. Therefore, from a larger strategic perspective, Apple’s management team should now take a call on their positioning strategy for the economy segment, especially when targeting the aspirers with its mid-range smartphones. |
| Keywords | Segments, targeting, positioning, aspirational brand, niche brand, smartphone, competition, pricing, product differentiation |