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Iwatch marketing plan
- 1. Apple iWatch Syndicate 5 Marc Grigoruk Mubin Rahimi Jack Wan Justin Rebbeck Damien Saulep-Easton Kashif Hayat Vladimir Tikhomandritskiy
- 2. Agenda • Introduction – Apple brand promise – Smartwatch market • Data Collection – Survey, Conjoint, Scree Plot • Marketing Strategy – Segmentation, Targeting and Positioning – Marketing Mix (4 Ps) – Implementation & Control • Conclusion
- 3. Brand Promise We make it easier to love technology, so that you can experience the future.
- 4. Smartwatch Market 2nd ranked smartphone manufacturer world-wide Growth rate of 30% between 2013 and 2018 134 million units by 2018 $14 billion revenue by 2018
- 5. Age Survey On Qualtrics Education Income Profession Brand Sensitivity Preference Smartphone Familiarity Health & Fitness Watch Media Tech Consumption The Survey
- 6. Conjoint Design •1.8 inch •2.5 inch •None • Standard •$199 •$299 •$399 •1 Day •2 Days •3 Days Battery Life Price Screen Size Biometrics
- 7. Dendrogram 35,000.00 30,000.00 25,000.00 20,000.00 15,000.00 10,000.00 5,000.00 0.00 Loss of information - Apple iWatch 0 2 4 6 8 10 Distance 1 5 3 8 2 6 4 7 9 Cluster ID 29,452.2 15,331.2 11,637.9 6,678.70 6,286.39 3,804.71 3,570.49 3,523.00
- 8. Segments Segmentation variable / Cluster Overall Cluster 1 Cluster 2 Cluster 3 1 Day 3.51 5.44 5.36 0.897 2 Days 14.9 19.3 8.95 16.6 3 Days 27.9 46.1 19.3 23.1 199 26.4 10.1 49 19.3 299 18.2 10.2 28.9 15.1 399 2.13 6.89 0.5 0.414 1.8 inch 3.1 2.61 5.32 1.72 2.5 inch 7.51 11.7 5.55 6.41 None 2.13 4.17 3.27 0 Std 26.3 13.8 12.6 44.6
- 9. Segment Targeting 32% Price Sensitive want the latest technology lower price 37.95 utilities 66% own iPhones majority do not use watches 74.52 utilities 42% Health Conscious 2nd ranking battery 60% own iPhones 82% brand loyal physical exercise 4+ times per week 78.49 utilities 26% Battery Sensitive Already own iPhones Brand loyalty is important 2nd ranking biometrics 23% likely to buy iWatch
- 10. Product Positioning • A premium iWatch bundle • 3 day battery, $399, 2.5 inch screen and biometrics – Functional Benefits – Intangible Benefits – Social Benefits
- 11. Product Price Place Promotion Premium pricing Strong integration with lifestyle Ease of use Familiarity and simplicity of design
- 12. Product Price Place Promotion $399
- 13. Product Price Place Promotion
- 14. Product Price Place Promotion
- 15. Implementation & Control Sales Targets • Co-purchases: 60% of iWatches purchased with iPhone 6 • Profit in Year 1: $80 million • Sales volume in year 1: 800,000 units Product Review • Apps: more than 10 health apps purchased • Satisfaction: 95% satisfaction rating • Uptake by health industry (within 2 years) Defect Frequency • Rate: less than 1% defect • Complaints: complaint reports for less than 5% of sold units
Editor's Notes
- We Estimate that 60% of Iphone users will use the iWatch. For first year our forecast for profit is $80 mill which is based on 800,000 units sold. Based on 399 per unit price each $100 is spent on Research, Development , Advertising and Selling leaving 25% as profit. Product Review: Active App users – In terms of Activity Uptake by health industry is of strategic importance and goes hand in hand with the Core strategy of Apple. We want Apple HealthKit and iWatch to be the central hub for health eco system just like we did in music and photos in the shape of iTunes with Ipod, Iphone and Ipad. Defect Frequency Conclusions Imagine a world where I am not a passionate gym guy but extremely health conscious and with iWatch I am able to integrate my physical activity, heart rate monitoring with BMI. Then communicate it with my GP without visiting GP. How Great is that. We live in an information age and Future demands to be smart, efficient and knowledgable about us particularly health. iWatch just do that for you.