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Apple iWatch Marketing Plan
Transcript of Apple iWatch Marketing Plan
7.Evaluation and Control Metrics
"Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consume around the world through its innovative hardware, software and Internet offerings."
“Apple as a whole, envisions itself as the top of the line when it comes to Wireless phones, tablets, computers and laptops.”
2. SWOT Analysis
Segmentation - demographic & behavioral
-Primary target market: business professionals
Specific function requirements
-Secondary target market: entertainment consumer group such as college students and office workers
-Symbol of high status
Marketing Mix Strategy---Product
Price for Apple iWatch: ￥2699 (Business model)
Additional Bluetooth earphone will be provided
Holiday discounts will be offered.
Marketing Mix Strategy---Place
Target market: Guangzhou
Combine the direct and indirect distribution strategy.
E-sales on the official website of Apple.
Products would be distributed to all major retailers of Apple Company in Guangzhou.
Marketing Mix Strategy---Promotion
Technology and word of mouth strategy
-Combine TV and Internet
-Eye catching display
-Emphasize the unique function
-Change in the regular period of time
Evaluation and Control Metrics
Forecast of Income Statement of iWatch (A store in Guangzhou)
Estimated revenues for iWatch from 2014 to 2016 in a store of Guangzhou
"7 Key Strategies That You Must Learn From Appleâ€™s Marketing." What 7 Key Strategies Must We Learn From Apple Marketing?. Web. 23 Jan. 2014.
"9to5Mac: Apple iPhone, Mac and iPad News Breaking All Day." 9to5Mac. Web.24 Jan. 2014.
"APPLES TARGET MARKET APPLE INC.Â Â CASE STUDY." APPLE INC.Â Â CASE STUDY.Web. 22 Jan. 2014.
"Apple Press Info Apple Reports Record Results." Apple Press Info Apple Reports Record Results.Web. 23 Jan. 2014.
"Apple Inc." Reuters. Web. 14 Jan. 1924. "Apple iWatch Rumors: Features, Specs and Release Date." LAPTOP Magazine The Pulse of Mobile Technology RSS. Web. 24 Jan. 2014.
3. STP ANALYSIS
Q & A
Brand reputation and awareness
Successful product lines
Availability of product
High dependence on iPhone and
iPad product line
Lack of products at different price
Increasing demand and expansion
Emergence of the new provider
Strong growth of advertising market
Rapid technological change
Price pressure from competitors
Android OS growth
Competitors move in online market
And Young office
Relative weak economic capability;
pursue fashion and easily accept new
functions such as
photograph and Internet
IT workers and
Great passion for
and make full use of
strong functions and
class in enterprises
Perfect official functions;
convenience; data safety
and confidentiality; fit
their social status
Marketing Mix Strategy--- Price
Newest iOS system
1. Cool design
2. Advanced technology
Color: Black and white
Size: 1.4 inch display
Health monitoring devices
Sony Smart Watch SW2
Samsung Galaxy Gear 2
Health monitoring devices
Cost Of Good Sold (iWatch) (￥）
Gross Margin (￥）
Net Profit (￥）
Gross Margin (%）
Cost of Good Sold (￥)
Gross Margin (￥)
90% in 2010, 32.4% in 2013
49% in 2012, 28% in 2013
60% in 2012, 30% in 2013
30% in 2014, 40% in 2015, 35% in 2016
￥2 incentive pay for every non reject iWatch.
Each worker ￥4000 each year for best practice training.
Compensation plan to customers
Rebates of iWatch to customers who have purchased other Apple products (still in discussing)
Post sale service
Customer service phone number stored in the user guide (contact immediately)
Reply detailed solutions within 7 workdays