integrated marketing communications

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This document discusses the marketing plan for launching the Apple Watch in India. It begins by segmenting the target audience demographically and psychographically, focusing on individuals aged 18-35 who are post-graduates, executives, entrepreneurs from upper middle and middle income classes with explorer, achiever or reformer lifestyles. The positioning positions the Apple Watch as an "elegant artistic technology saving your time". The launch is planned for April 2015 with advertising and promotion campaigns preceding and following the launch to increase awareness, change perceptions and boost sales. An integrated marketing strategy including advertising, public relations, sales promotions and cause marketing is outlined with budgets allocated across pre, launch and post launch periods totaling 1.275 billion rupees

Marketing

Good Morning..!!
Ayush Manan Vishwakarma(13DM049)
Sumit Rekhi(13DM195)
Surinder Singh(13DM197)
Tushar Mittal(13DM204)
Udit Jain(13DM205)
Coraline Fevrier (13EMPDM045)
Camille Jouannest(13EMPDM045)

SEGMENTATION
DEMOGRAPHICS
AGE
OCCUPATION
INCOME
EDUCATION
GENDER
PSYCHOGRAPHICS
SOCIAL CLASS
LIFESTYLE
USER RELATED
NON APPLE
USERS
APPLE USERS
14-18, 18-25, 25-
35, 35-45
Entrepreneurs,
self-employed &
officers/executive
s
Lower, Lower
Middle, Middle,
Upper Middle,
Upper
Secondary
schooling,
Graduates & Post
Graduates
Male & Female

TARGETING
Age 18-35 years
Gender Male and Female
Education Post-Graduation & Graduation
Occupation Officers/Executives & Entrepreneurs
Income class Upper middle and middle class
Social Class Class A and B
Lifestyle Reformer, Explorer, Succeeder and Aspirer
Product user Apple user

POSITIONING
“An elegant artistical
technology saving your time
who takes care of you, not
only your work”

Communication Objectives
To create awareness about the functionality of Apple
Watch, to increase usability by changing the perception
of customers towards the product and to show how it can
be seamlessly integrate with other Apple Products.
Phases of Product Launch
Expected launch date of Apple Watch in U.S
February 14, 2015
Expected launch date of Apple Watch in India
1st week of April, 2015

Integrated
Marketing
Channels
Advertising
Public
Relations
Cause
Marketing
Sales
promotion

Communication Budget
Pre Launch Budget Launch Budget Post Launch Budget
Advertisement 338mn Advertisement 298mn Advertisement 638mn
TV 246mn TV 168mn TV 504mn
Print 85mn Print 126mn Print 126mn
Digital 6.9mn Digital 2mn Digital 6.9mn
Outdoor 1.5mn 1.5mn
Total Budget : 1.275bn

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integrated marketing communications

1. Good Morning..!! Ayush Manan Vishwakarma(13DM049) Sumit Rekhi(13DM195) Surinder Singh(13DM197) Tushar Mittal(13DM204) Udit Jain(13DM205) Coraline Fevrier (13EMPDM045) Camille Jouannest(13EMPDM045)

3. EVOLUTION OF MOBILE PHONES

4. THE NEXT BIGTHING IS SMALL……

5. WATCH

6. Integrated Marketing Communications

8. SEGMENTATION DEMOGRAPHICS AGE OCCUPATION INCOME EDUCATION GENDER PSYCHOGRAPHICS SOCIAL CLASS LIFESTYLE USER RELATED NON APPLE USERS APPLE USERS 14-18, 18-25, 25- 35, 35-45 Entrepreneurs, self-employed & officers/executive s Lower, Lower Middle, Middle, Upper Middle, Upper Secondary schooling, Graduates & Post Graduates Male & Female

9. TARGETING Age 18-35 years Gender Male and Female Education Post-Graduation & Graduation Occupation Officers/Executives & Entrepreneurs Income class Upper middle and middle class Social Class Class A and B Lifestyle Reformer, Explorer, Succeeder and Aspirer Product user Apple user

10. POSITIONING “An elegant artistical technology saving your time who takes care of you, not only your work”

11. Communication Objectives To create awareness about the functionality of Apple Watch, to increase usability by changing the perception of customers towards the product and to show how it can be seamlessly integrate with other Apple Products. Phases of Product Launch Expected launch date of Apple Watch in U.S February 14, 2015 Expected launch date of Apple Watch in India 1st week of April, 2015

12. Pre-launch Timeline: Pre-Launch timeframe for promotion in India –1 month (March, 2015) Objective: To increase the product awareness of this product and change the perception of target customers towards this product. Launch Timeline: Launch period will be 1st April to 10th April Objective: To increase the visibility of the product and increase the usability by using sales promotion. Post Launch Timeline: After 10th April Objective: To increase the sales of the product by using brand image and reviews of current users.

13. Integrated Marketing Channels Advertising Public Relations Cause Marketing Sales promotion

14. Communication Budget Pre Launch Budget Launch Budget Post Launch Budget Advertisement 338mn Advertisement 298mn Advertisement 638mn TV 246mn TV 168mn TV 504mn Print 85mn Print 126mn Print 126mn Digital 6.9mn Digital 2mn Digital 6.9mn Outdoor 1.5mn 1.5mn Total Budget : 1.275bn

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19. TV Advertisement Apple Watch

20. Thank You..!!

integrated marketing communications

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