The brand triangle
iPhone positioning map
Persona mood board - emotional feelings attached to iPhone 4
Profile of an iPhone buyer
Examples:
Jan, Student, an iPhone user
- University 5th year, 24 yrs old
- Gets a scholarship, works or looks for a new job; can live with his parents and get their support
- Wants to be cool, even show up himself; interested in the new technology, modernity and gadgets
- Can use it for fun or for study – iPhone consists many tools as good camera, video camera and free Wi-Fi Internet access
- Would like to have a latest multifuncional mobile
iPhone is on his wishlist, can abstain for some time for the prices to be lowered, meanwhile seek for some discounts or promotions via Internet. His decision can depends on his parents, friends and mainly on his savings. - Has a Facebook or Twitter account and would like to have an access to it at any time and place.
Nina, Project Manager, an iPhone user
- 31 years old, single
- Education- University of Economics in Cracow, Management, started work at 24.
- Project Manager in international corporation
- Always has to be in touch with her eployees, talks about 60 min/day
- Her parents are important to her (she visit them in weekends), but she’s more likely to contact with friends
- Work hard and efficiently, earns good money
- Buys an iPhone because it saves time (it’s compatibile with her Macbook) and it is the sign of prestige, she also can download all apps that can make her work easer and faster
- Doesn’t have so much time for watching morning news, rather like to connect to the Internet and see most important new.
- Has a stable professional life and is single therefore she is able to take decision about buying an iPhone faster than a student.
