IPhone 5c faces awkward situation in tech market. Although this phone meets a lot of request consumers have wanted for a long time such as a choice of colors ( they add different beautiful colors)  and a lower price point (only $50), but at this point of mobile development, it makes such a small difference. The average consumer doesn’t care about clock speeds, core numbers or any of that techy jargon that the majority of them don’t even understand. They want a phone that works well, looks good and perhaps shows a slight symbol of status. Almost all the products in Apple store can achieve such goals. But why they have to choose iphone5c?

Here is a perceptual map below.

It is obvious  that iPhone5c does not have high competition with other products. Most consumers chose to buy iPhone5s rather than iPhone5c despite iPhone5c have cute colors that welcomed by women. They may what to enter women field, but they ignore that most women will prefer to buy headphone case, which is the reason why iPhone5s is not that popular around the entire world.

citation:

http://www.i4u.com/2013/10/56167/iphone-5c-now-available-just-45#oGOszb5hefW1dhx3.99

class8 brand positioning and value proposition

http://corp.kaltura.com/Products/Features/Video-Management