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Apple iWatch 
Syndicate 5 
Marc Grigoruk  Mubin Rahimi  Jack Wan  Justin Rebbeck 
Damien Saulep-Easton  Kashif Hayat ...
Agenda 
• Introduction 
– Apple brand promise 
– Smartwatch market 
• Data Collection 
– Survey, Conjoint, Scree Plot 
• M...
Brand Promise 
We make it easier to love technology, 
so that you can experience the future.
Smartwatch Market 
2nd ranked smartphone 
manufacturer world-wide 
Growth rate of 30% 
between 2013 and 2018 
134 million ...
Age 
Survey 
On Qualtrics 
Education 
Income 
Profession 
Brand 
Sensitivity 
Preference 
Smartphone 
Familiarity 
Health ...
Conjoint Design 
•1.8 inch 
•2.5 inch 
•None 
• Standard 
•$199 
•$299 
•$399 
•1 Day 
•2 Days 
•3 Days 
Battery 
Life 
Pr...
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 ...
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...
Segment Targeting 
32% 
Price 
Sensitive 
want the 
latest 
technology 
lower 
price 
37.95 
utilities 
66% own 
iPhones 
...
Product Positioning 
• A premium iWatch bundle 
• 3 day battery, $399, 2.5 inch screen and 
biometrics 
– Functional Benef...
Product Price Place Promotion 
Premium pricing Strong integration with lifestyle 
Ease of use Familiarity and simplicity o...
Product Price Place Promotion 
$399
Product Price Place Promotion
Product Price Place Promotion
Implementation & Control 
Sales Targets 
• Co-purchases: 60% of iWatches purchased with iPhone 6 
• Profit in Year 1: $80 ...
Iwatch marketing plan
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Iwatch marketing plan

Marketing Plan prepared for Marketing Unit Project at Melbourne Business School.

Was launched before the official release of iWatch by Apple

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Iwatch marketing plan

  1. 1. Apple iWatch Syndicate 5 Marc Grigoruk  Mubin Rahimi  Jack Wan  Justin Rebbeck Damien Saulep-Easton  Kashif Hayat  Vladimir Tikhomandritskiy
  2. 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. 3. Brand Promise We make it easier to love technology, so that you can experience the future.
  4. 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. 5. Age Survey On Qualtrics Education Income Profession Brand Sensitivity Preference Smartphone Familiarity Health & Fitness Watch Media Tech Consumption The Survey
  6. 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. 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. 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. 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. 10. Product Positioning • A premium iWatch bundle • 3 day battery, $399, 2.5 inch screen and biometrics – Functional Benefits – Intangible Benefits – Social Benefits
  11. 11. Product Price Place Promotion Premium pricing Strong integration with lifestyle Ease of use Familiarity and simplicity of design
  12. 12. Product Price Place Promotion $399
  13. 13. Product Price Place Promotion
  14. 14. Product Price Place Promotion
  15. 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

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