Customer Analysis
The previous chapter defined apple musics customer segmentation, targeting and brand positioning. The next step is the customer analysis. When it comes to analyzing the customer it is important to determine the particular factors that have an influence on the consumer behavior and experience. Everything a customer senses pre, during and post purchasing a product or service, adds up as the customer brand experience. The brand addresses their target group through emotions, feelings, facts and reasons. This brand value encourage their targets to buy their products or to use their service. In summary, Apple Music offers the service of sharing finished products, developed by the music industry. For that purpose it is best known …show more content…
In the pre-purchase stage of Apple Music targets, social media developed into an important role in attracting new customers and maintaining the loyalty of already customers. Apple Music has pages on a couple of different social media channels, each promoting their service by posting music videos as advertising. Some of the social media channels include Facebook, Instagram (1,5 million followers) and Twitter (8,65 million followers). Through the competition of the service Spotify, Apple Music actively engaged with its customers and fans and gained the amount of 2.2 million (21.9.2016) fans on Facebook during one year. In comparison to that, Spotify reached 11,4 (21.9.2016) million fans within 8 years. Apple Music uses social media also to interact with its fans and customers by answering to posts their name is mentioned. In addition, Apple Music is also known from Apple, the most valuable and major brand in the world right after Google. Being a service by Apple, Apple Music already carries the immense established brand equity the customers can trust and rely on. Apart from that, the app can be downloaded on every Apple product as well as on systems and devices of other brands. Another attraction in the pre purchasing stage is their offer of a free trial for 3 months and the price packages. For example, the family package can be used for 14,99 Dollar/month. Moreover, …show more content…
Giving the customer post purchase brand experience is another personal touchpoint, which involves a customized program. One of the ways Apple Music keeps their customers is by remembering the music taste and adapting to the targets current moods. This individualized marketing strategy supports the customer relationship, which promises a valued, sustaining loyalty. In addition, Apple Music works the best on all of its own devices, which are iPhones, iPads, Macs and MacBooks. Using the service on non-Apple devices leads to the desire of actually buying apple products to use the service in a appropriate way. Since one purchased Account works on all Apple devices, it can even come for some targets to extend the amount of apple products. By marking the favorite songs and creating automatically a new playlist, the customer does not want to lose his memories. Moreover, Apple Music is connected in the discovery category of iTunes. That causes the customer to get the new updates with a whole software update of Apple. The easy usage also adapts the iTunes library a customer has established over the past time. Finally, the customer gets satisfied with the customer service that comes with the support of Apple itself. Until now, Spotify has more advantages in contrary since it has been longer on the
The previous chapter defined apple musics customer segmentation, targeting and brand positioning. The next step is the customer analysis. When it comes to analyzing the customer it is important to determine the particular factors that have an influence on the consumer behavior and experience. Everything a customer senses pre, during and post purchasing a product or service, adds up as the customer brand experience. The brand addresses their target group through emotions, feelings, facts and reasons. This brand value encourage their targets to buy their products or to use their service. In summary, Apple Music offers the service of sharing finished products, developed by the music industry. For that purpose it is best known …show more content…
In the pre-purchase stage of Apple Music targets, social media developed into an important role in attracting new customers and maintaining the loyalty of already customers. Apple Music has pages on a couple of different social media channels, each promoting their service by posting music videos as advertising. Some of the social media channels include Facebook, Instagram (1,5 million followers) and Twitter (8,65 million followers). Through the competition of the service Spotify, Apple Music actively engaged with its customers and fans and gained the amount of 2.2 million (21.9.2016) fans on Facebook during one year. In comparison to that, Spotify reached 11,4 (21.9.2016) million fans within 8 years. Apple Music uses social media also to interact with its fans and customers by answering to posts their name is mentioned. In addition, Apple Music is also known from Apple, the most valuable and major brand in the world right after Google. Being a service by Apple, Apple Music already carries the immense established brand equity the customers can trust and rely on. Apart from that, the app can be downloaded on every Apple product as well as on systems and devices of other brands. Another attraction in the pre purchasing stage is their offer of a free trial for 3 months and the price packages. For example, the family package can be used for 14,99 Dollar/month. Moreover, …show more content…
Giving the customer post purchase brand experience is another personal touchpoint, which involves a customized program. One of the ways Apple Music keeps their customers is by remembering the music taste and adapting to the targets current moods. This individualized marketing strategy supports the customer relationship, which promises a valued, sustaining loyalty. In addition, Apple Music works the best on all of its own devices, which are iPhones, iPads, Macs and MacBooks. Using the service on non-Apple devices leads to the desire of actually buying apple products to use the service in a appropriate way. Since one purchased Account works on all Apple devices, it can even come for some targets to extend the amount of apple products. By marking the favorite songs and creating automatically a new playlist, the customer does not want to lose his memories. Moreover, Apple Music is connected in the discovery category of iTunes. That causes the customer to get the new updates with a whole software update of Apple. The easy usage also adapts the iTunes library a customer has established over the past time. Finally, the customer gets satisfied with the customer service that comes with the support of Apple itself. Until now, Spotify has more advantages in contrary since it has been longer on the