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Apple watch
- 1. 1 Apple Watch By: StevenAlexander Cabrera
- 2. 2 Apple Watch Table ofContents: Goal of this Communications Plan Pg. 3 Overview Pg. 4 Technical Specifications Pg. 5 Target Audiences Pg. 7 Competition Pg. 12 Call to Action Pg. 14 Pricing Pg. 14 Potential Weaknesses Pg. 14 Execution- Press Release Pg. 15 References Pg. 17
- 3. 3 Apple Watch Goal: o Briefingon Target Audiences o Key Messages for each Audience o Media Plans o Call-To-Action o Marketing Strategy o Specifications The goal of this plan is to cover internal, external, and executive communication strategy for Apple Watch. It outlines a key marketing strategy for the Apple brand and its newest product. This plan gives a clear briefing on target audiences and their key characteristics. It details messaging for each audience and which media platforms to use in order to reach them. Most importantly, it emphasizes the Call-To-Action, which is to mobilize them to shift into the new era of timepieces and purchase the product when it releases. This plan is meant to introduce the Apple Watch into the timepiece industry, where other brands have already established themselves. Although the Apple Watch is new to the smartwatch market, it’s design is sleek and more technically advanced in comparison to top competitors. This plan reviews our marketing strategy for the release of the Apple Watch as well as demonstrates one component that will be executed, which is the press release.
- 4. 4 Apple Watch Overview: The AppleWatch is Apple’s newest smartwatch and has been designed as its most personal device to date. Since this is its first product made to be worn, the Apple Watch strengthens the relationship people have with technology. Each interaction is quick due to its convenient location… the wrist. Most notable amongst its many features are its health-oriented capabilities. It’s appropriate to consider this personal device an intelligent health and fitness companion. It tracks physical activity throughout the day and motivates users to remain active. A separate workout app on the device is dedicated to workout sessions. Other features include, but aren’t limited to: money tracking, calendar, maps, passbook, etc. Apple Watch compliments other Apple products and apps. It uses multiple technologies in conjunction with the iPhone, Apple TV, Apple Pay, and iMessage. There’s an Apple Watch for everyone. This is a device to wear; therefore, it should have a personal expression. Apple’s engineers designed it to reflect a wide range of stylistic preferences. Three distinctive collections of the Apple Watch should help users decide which best suits them. They are Watch, Watch Sports, and Watch Edition. The Watch collection features highly polished stainless steel and space black stainless-steel cases. The Sports collection cases are made from lightweight anodized aluminum in silver and space gray. The Edition collection features six uniquely elegant expressions of Apple Watch. Each has a case crafted from 18-karat gold.
- 5. 5 Apple Watch Technical Specifications: Price:Starting at $349 Type: Smartwatch Dimensions: Two case sizes- 38 mm and 42 mm high Case Material: Stainless Steel, Space Black Stainless Steel Band Material: Multiple styles and colors Sensors: Heart rate, Accelerometer Compatibility: iPhone 5, 5c, 5s, 6 and 6 Plus Operating system: Watch OS CPU: Apple S1 Memory: 256 MB Storage: 2GB or 4GB Flash storage Display: Sapphire Crystal strengthened Ion-X glass Sound: Speaker output Other outputs: Taptic Engine, speaker Controller input: Multi-touch Retina Display
- 6. 6 Apple Watch Input methods:Digital crown, multi-touch, force touch, microphone, Siri, connected iPhone Connector: MagSafe inductive charging Connectivity: Bluetooth 4, NFC, Wi-Fi Backward compatibility: iPhone 5 and later running iOS 8.2
- 7. 7 Apple Watch Target Audiences: Apple’sproducts attract teenagers, College students, business people, children, and the average citizen. The Apple Watch continues this tradition because of its ability to attract a wide variety of people. There’s an Apple Watch for everyone. The Apple Watch was intended to reflect a wide range of stylistic preferences. There are three collections of Apple Watch designed to suit multiple tastes. For instance, the Watch Edition features 18-karat gold cases in yellow or rose with exquisitely crafted bands and closures. This was made to appeal to traditional timepiece connoisseurs who value the importance of having time accessible and on their wrists. This specific collection fuses the classic look with smart-wear technology. Apple-Product Users: • The first target audience is the people who already use our products. Take for example people who already have iPhones. They most likely have an iPhone because they find it useful for their everyday needs such as phone calls, map directions, Internet connection, documents and cameras. These tech specs make their life easier on a daily basis. Our iPods and iPads are easy to use due to their touch screen technology, which attracts a large segment of our user base. Our products’ ability to record notes and keep track of other aspects of daily life make them valuable. All of these qualities combined into a smart watch make them attractive to Apple’s established audience. What our customers love about having multiple Apple products is the ability to sync them all together. The Apple Watch is no exception. Targeting them:
- 8. 8 Apple Watch ▪ Ouravid product users are active in finding out what’s new with Apple. This isn’t an excuse to ignore them in our marketing efforts. Chances are that they use our website for iTunes, support, or other Apple product care services. Because of this, we have added the Watch to our homepage to let our users know what’s new in our world. The key message for this group is that we’re launching an iOS 8-friendly watch that plays nice with their iPhones. Key Messaging: • The ability to sync your Apple Watch with your other Apple products. • Using your Apple ID with your smart watch.
- 9. 9 Apple Watch Timepiece Collectors: •This might seem like a broad category, however, it’s more specific than it sounds. The timepiece collector is the man who is very particular about which timepiece and pair of shoes he wears. He is very organized and pays attention to small details, which adds to his professionalism. This man is very a connoisseur of Swiss-made watches and has grown up with brands that produce traditional wrist-wear Targeting them: ▪ One of the most popular timepiece magazines is WatchTime. Between this and Robb Report magazine, we can target our timepiece collectors. Robb Report is an American, luxury-lifestyle magazine that features products including watches. This is where we capture our audience who care about what goes on their wrists. Key Messaging: • The fusion of classic traditional timepiece style with new technology. • Moving along with the future of watches
- 10. 10 Apple Watch Health-Conscious Consumers: •A popular feature of the Apple Watch is the ability to track health and fitness product. Apple Watch is our most personal device ever, and there’s nothing more personal than your health. Just as Apple Watch is designed to keep you more efficient, organized, and productive, it’s also made to keep you moving. This is one of the main features that we will use to get the attention of Health- Conscious people. They are individuals who lead a “wellness-oriented” lifestyle who are concerned with nutrition, fitness, stress, and their environment. The age that we’re looking at for this group is somewhere between 33-49. Targeting them: ▪ Health and Lifestyle magazines as well as Nutrition channels are where we can find this demographic. A selling point to this group is that Apple Watch measures all the ways you move, such as walking the dog, taking the stairs, or lifting your kids. The application on the smart watch that’s perhaps most appealing to this group is the Activity app, which provides a simple and powerful graphic of daily activity with three rings indicating how many calories you’ve burned, how many minutes of brisk activity you’ve done, and how often you’ve stood up in order to keep them moving. Key Messaging: • Your personal goals, now more personalized
- 11. 11 Apple Watch • AppleWatch is designed with customizable coaching options to motivate you to reach your daily activity goals each day and use your success to motivate you to new milestones. • Made to measure all the ways your move o Accelerometer: Measures your total body movement and steps o Heart Rate Sensor: Custom heart rate sensor o Wi-Fi and GPS: Gives accurate count of the calories you burn throughout the day • Workout Application to show real-time stats such as time, distance, calories, pace, and speed for the most popular workouts in the world. • Goals, Progress Updates, and Workout Summary.
- 12. 12 Apple Watch Competition: Possible competitioncould be other smart watches or fitness tracking sports bands. A possible competitor for the Apple Watch is Nike FuelBand. It is an activity tracker, which is worn on the wrist and synced with a smart phone. It’s cheaper in price and is used as a health & fitness motivator. Below is a comparison chart of all smart watches currently in the market found on Straits Times, an English-language daily broadsheet newspaper based in Singapore currently owned by Singapore Press Holdings. The chart was published when many of our smart watches features hadn’t been released to the public yet. Use the following Specifications for comparison with the rest of the chart: Processor: Apple’s New S1 Processor Storage: 2-4 GB RAM: 256 MB SIM card slot: No Connectivity: Bluetooth 4, NFC, and Wi-Fi Screen Size: 38 mm and 42 mm
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- 14. 14 Apple Watch Call toAction: 1. The call to action is to shift this generation and the following into a new era of timepieces. The Apple Watch requires the iPhone in order to fully function to its max capabilities; therefore, those who buy the watch either already have an iPhone or might naturally buy one with their smart watch purchase. This product drives in revenue on its own and for other segments of Apple. Pricing: Pricing for the Apple Watch starts at $349. The gold Apple Watch Edition is slightly pricier. Potential Weaknesses: Potential weaknesses of the Apple Watch lies within the community of people that prefer traditional timepieces, preferably Swiss- made. Those who grew up with specific brands such as Fossil, David Yurman, or Frank Muller are less inclined to switch to smart watches because they are loyal to these brands. The Watch Edition was designed to appeal to watch aficionados who are particular about the timepiece that they sport on their wrist. It’s classic look and 18-karat gold parts were made to compete with the traditional timepiece.
- 15. 15 Apple Watch FOR IMMEDIATERELEASE Steven Cabrera Apple Scabrera@apple.com (408) 974-6851 Apple Releases Apple Watch CUPERTINO, California- January 26, 2015- Apple® today released the Apple Watch, Apple’s most personal device to date, completely designed to strengthen the relationship people have with technology. Apple Watch allows you to communicate on a new platform—from your wrist. “Apple is excited to continue innovating and revolutionizing the tech world industry,” said Tim Cook, Apple’s CEO. “High- quality watches have long been defined by their ability to keep unfailingly accurate time, and Apple watch is no exception.” Apple Watch can automatically adjust to the local time when you travel. It also presents time in a more meaningful, personal context by sending you notifications and alerts relevant to your life and schedule. Amongst its many features is Apple Pay, which is an easy and secure way to pay using your Apple Watch. With a simple setup, you can use Apple Pay at hundreds of thousands of U.S. locations. By syncing to your iPhone, your Apple Watch automatically aligns itself with your life, adding to that personal aspect of your wearable device.
- 16. 16 Apple Watch There’s anApple Watch for everyone. This is a device you wear; therefore, it should have a personal expression. We’ve designed it to reflect a wide range of stylistic preferences. Three distinctive collections of the Apple Watch should help decide which best suits you. Whether you’re looking for a way to keep track of your health and fitness or for a timepiece that blurs the boundary between physical object and user interface, Apple Watch is designed for you. -more- Apple 1-26-15 Pricing & Availability Apple Watch will be available in three collections. Apple Watch, with a polished or space black stainless steel case and a choice of straps; Apple Watch Sport, with a space gray or silver anodized aluminum case and Sport Band; and Apple Watch Edition, with an 18- karat rose or yellow gold case and a choice of straps exclusive to this collection. Apple Watch straps include the Sport Band in black, blue, green, pink and white; the Classic Buckle in black and midnight blue; the Leather Loop in bright blue, light brown and stone; the Modern Buckle in midnight blue, brown, soft pink, rose gray and bright red; the Milanese Loop in stainless steel; and the Link Bracelet in brushed stainless steel and polished space black. Apple Watch will be available in early 2015 starting at $349 (US). Apple Watch is compatible with iPhone 5, iPhone 5c, iPhone 5s, iPhone 6 or iPhone 6 Plus running the latest version of iOS 8. * Apple Pay is only available in the US. Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad. # # #
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