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Apple Watch

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Luz Lambertus

on 15 December 2014

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Transcript of Apple Watch

Apple Watch
Watch Edition
Watch Sport
Watch Sport
Competitive Analysis
Idalia Valerio, Victor Mejia, Evelyn Mueller, David Amparo, Luz Lambertus

Positioning Statement

Product/Service Overview

Target Marketing

Competitive Analysis

Market Strategy

Horizontal and Vertical Integration
High Dependence on iPhone and iPad
Apple Pay
New Product- Apple Watch
Challenges Overseas
Premium Pricing in Emerging Markets
Apple Watch
Making innovative and powerful technology more accessible and relevant.
Positioning Statement
Apple Inc. is on the face of the earth to make new products.

We believe in the simple, not the complex.

We believe that we need to own and control the primary technologies behind the products we make.

We participate in markets where we can make a significant contribution.

We believe in deep collaboration and cross-pollination of our groups.

We don't settle for anything less than excellence...

We are committed to ensuring the highest standards of social responsibility.
Mission Statement
Target Market
Consumers between 25 and 50 years old

Mid/Upper Income

Technology fans

Early adopters
Consumers between 25 and 50 years old.

Middle Income

Technology fans

Dedicated physically active consumers
Consumers between 30 and 50 years old

High Income

Consumers that use a watch as a luxury accessory

Consumers that use a watch on a daily basis
Marketing Strategy
Features four invisible infrared & LED lights

Able to sense "Force Touch"

Features "NFCu7" Near Field Communication
New generation of watch collectors
Individuality through customization
Current Apple product users
Product Strategy
Carries a custom designed chip

"Plug-less" Design / "MagSafe-style"

Pricing Strategy:
Premium Pricing Strategy
Apple Watch Sport - Prices starting at $349

Apple Watch - Prices starting at $449

Apple Watch Edition - Prices starting at $549

The ultimate modification to the Apple Watch Edition, made of 18-karat gold, could range in price between $5,000-$10,000
Promotional/Advertising Strategy
Mass promotion to penetrate target segments

Promotional tactics will need to be implemented to bring awareness to target segments.
Social Media
An extensive interactive website
Introduce an Apple Watch Flagship

Establish Apple-owned counters at high-end retailers like Bloomingdale's & Saks 5th Avenue for Apple Watch and Apple Sport Collections

Apple Watch Sport collection will be available at retail stores such as Best Buy
First Mover

Right Message to Right People
High Average Selling Price
Apple Inc.
Who We Are
Us Tech Company
Second most valuable brand in the world
Market share leader in the US smartphone industry (53%)
Things to Keep an Eye On
Apple Inc. SWOT
Apple = 8% decline
Competitors = 15% & above
FY 2014
FY 2013
Michael Porter's Five Forces
Full transcript