Although I’m a loyal Blackberry user, I must say that Apple has proposed a very appealing alternative market over the years. The 2010 Apple talk has revolved around the FaceTime technology that is now compatible with iPhone4’s and the 4th generation iPod Touches. My friend Mandy breaks down one of the iPhone4 ads in her blog: here.

However, like I mentioned, I’m a loyal Blackberry user, but still wanted to test out the new technology, so I did some information searching to find out what the new iPod Touch had to offer.

and then I found it.

all kinds of fun.

What’s fascinating about this ad is that all kinds of fun also means all kinds of segmentation, targeting, and positioning that Apple has to do in one ad.

In segmentation, Apple tries to reach across many different aspects of the demographic segment, for example, it tries to appeal to different age groups with different games and apps being displayed. The psychographic and behavioural segments are reached as well.

Apple itself as a brand has a highly differentiated/multi-segmented target. However, the iPod Touch and this ad specifically aims to use an undifferentiated targeting approach. This is ONE product that can cater to anyone.

Lastly, positioning. Apple as a brand itself has positioned itself on the high spectrum of many characteristics – innovation, sustainability, level of technology, different products, to name a few. The iPod Touch does the same. The ad stresses that this one product can be good for everyone, and as well, highlights all the technological aspects of the product as well. By being able to meet different preferences, Apple hopes to leave consumers/ad viewers with a “high ranking perception” of the product and thus positioning themselves in front of their competitors.