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INTEGRATED MARKETING
COMMUNICATIONS
PROJECT –Apple Watch
SUBMITTED TO
Prof. Sunil Sangra
SUBMITTED BY
Ayush Manan Vishwaka...
Contents
INDUSTRY ANALYSIS...................................................................................................
INDUSTRY ANALYSIS
A smart watch is a wrist-worn wearable
device, and provides functionalities far
beyond those of a tradit...
Our Product: Apple Watch
The Apple Watch (marketed with a stylized Apple symbol and in uppercase as WATCH) is a smart
watc...
Payment
options
Installments
Full-
Payment
Purchase
From
Online
E- Commerce
Websites
Company
owned
Offline
Multi Brand
Ret...
SEGMENTATION, TARGETING AND POSITIONING
Segmentation
Segmentation of a market for product placement focuses on dividing to...
Social Class segmentation divides the population into groups based on the occupation of the 'Chief
Income Earner' (CIE).
L...
Targeting
 From the demographic segmentation criteria, Our target market will have be a male of age
18-35, having Graduat...
Integrated marketing communication channels
Phases of Product Launch
Expected launch date of Apple Watch in U.S – February...
CHANNELS OF MARKETING AND PROMOTION
Every channel adds to fulfil the overall objective of marketing of the product and the...
Public Relations
Sales Promotion
Public
Relations
Review Tv
Shows
Gadget Guru
Cell Guru
Print
Newapapers
Review Page +
Art...
Cause Marketing
INTEGRATED MARKETING COMMUNICATION BUDGET
Every phase has its separate budget, which focuses on meeting th...
REFERENCES
 http://cks.in/wp-content/uploads/2012/10/04_Consumer-Segmentation.pdf
 http://www.webenza.com/android-vs-ios...
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Integrated marketing communication

The project describes the integrated marketing communication of apple watch in India.

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Integrated marketing communication

  1. 1. INTEGRATED MARKETING COMMUNICATIONS PROJECT –Apple Watch SUBMITTED TO Prof. Sunil Sangra SUBMITTED BY Ayush Manan Vishwakarma(13DM049) Sumit Rekhi(13DM195) Surinder Singh(13DM197) Tushar Mittal(13DM204) Udit Jain(13DM205) Camille Jouannest(13EMPDM045) Coraline Fevrier (13EMPDM046)
  2. 2. Contents INDUSTRY ANALYSIS................................................................................................................................3 Our Product: Apple Watch..................................................................................................................4 CONSUMER ANALYSIS.............................................................................................................................4 COMPETITORS ANALYSIS ........................................................................................................................5 SEGMENTATION, TARGETING AND POSITIONING..................................................................................6 Segmentation......................................................................................................................................6 Targeting.............................................................................................................................................8 Positioning ..........................................................................................................................................8 COMMUNICATION OBJECTIVES..............................................................................................................8 Main Objective....................................................................................................................................8 Integrated marketing communication channels.................................................................................9 Phases of Product Launch...................................................................................................................9 CHANNELS OF MARKETING AND PROMOTION.....................................................................................10 Advertising........................................................................................................................................10 Public Relations.................................................................................................................................11 Sales Promotion................................................................................................................................11 Cause Marketing...............................................................................................................................12 INTEGRATED MARKETING COMMUNICATION BUDGET .......................................................................12 REFERENCES..........................................................................................................................................13
  3. 3. INDUSTRY ANALYSIS A smart watch is a wrist-worn wearable device, and provides functionalities far beyond those of a traditional wristwatch. They are usually used as a companion device and need to be paired with a smart phone through Bluetooth and near-field communication (NFC) among other technologies. The global market was estimated to be valued at USD 702.5 million in 2013, with shipments in the same year amounting to a little over 2 million units. A well-designed smart watch can be used as an extension to a smart phone or related device; additionally, since the focus is on apps, the high degree of connectivity provided proves useful to end users. Smart watches are particularly useful for health-conscious users aiming for fitness tracking and health related purposes. Global smart phone shipments are expected to continue increasing over the next six years, giving impetus to the smart watches market. While there are numerous features announced in smart watch releases, fitness remains the focal point of development. For example, in 2014, Google announced its new smart watch, which is targeted at delivering real-time speed, time and distance information when the user is on a walk or run. Android has been dominating the industry in terms of operating system used, primarily due to sales of Samsung’s smart watches. Google also announced Android Wear, an operating system designed for wearable devices, and is working with companies including Motorola, LG, Samsung, HTC and Asus among others. Other operating systems include Pebble OS, which is a Free RTOS used by U.S. based Pebble. India Smartphone market has experienced a phenomenal growth in the last few quarters. Rising demand for Smart phones over the traditional bar phones has fuelled the growth of Smart Wearable devices (Smart watch and Smart band) market in India. India Smart Wearable market shipments value reached over $3 million during CY H1 2014. Samsung continues to dominate the Indian market followed by Sony. Samsung leadership in the Indian Smartwatch market is a result of its highly demanded Galaxy Gear series. Higher purchasing power and awareness among users is expected to drive the regional industry over the next few years. Health and fitness are expected to remain the key smart watch applications through the forecast period, which can be attributed to the increasing percentage of health- conscious consumers that need real-time tracking and feedback of their daily activities. India Smartwatch market which was primarily driven by Samsung and Sony is expected to be more competitive with the entry of several other players such as Apple, Motorola and Pebble over the coming quarters. At present, India Smart Wearable market is at a growing stage. High procurement cost of Smart Wearable devices remains a major hurdle and have slowed the adaptability of these devices among the Indian consumers. To sustain in the competitive market, the OEMs have to improvise their product portfolio keeping in mind the changing demand of Indian consumers.
  4. 4. Our Product: Apple Watch The Apple Watch (marketed with a stylized Apple symbol and in uppercase as WATCH) is a smart watch created by Apple Inc., announced by Tim Cook on September 9, 2014. It has activity tracking capabilities similar to other wearable technologies, such as Jawbone Up, Nike+ Fuel Band and Fitbit. The Apple Watch is compatible with the iPhone 5 and later models running iOS 8. It is scheduled to be released in early 2015. The Apple Watch is capable of receiving phone calls as well as iMessage and SMS Texts. The Apple Watch can track fitness, run third-party apps and use an Apple feature called "Handoff" (see iOS 8) as long as you own another Apple device. It can control the Apple TV, as well as act as a walkie- talkie and a viewfinder for an iPhone camera. The watch has three collections, featuring two sizes (38 mm and 42 mm) spread across 34 individual models. It has a pressure-sensitive touch screen that can distinguish between a tap and a press, and features a dial called a digital crown, which can be turned to scroll or zoom and pressed to return to the home screen. The watch also has a button for displaying a list of contacts. The watch is charged by means of inductive charging, using a cable similar to the MagSafe cable for Apple's Mac Book family of laptops. CONSUMER ANALYSIS Demographics: Age- The expected age of the targeted customers lies between 14- 45 years, among which the main target segment is 18- 35 years. Occupation: The expected occupation of our customer will consist of Business, service, Graduates & Post Graduates, Athletes and High School going students. Buying Behaviour: 1. Problem Recognition: There can be several reasons for purchasing our product, but the major ones covers convenience (as smart phone size is increasing and usage is difficult), health and fitness issues and monitoring any other person. 2. Information search: There are three media of information search, online (search engines, company websites, review websites, social media), Offline (newspaper, magazines, outlets) and word of mouth (family and friends). 3. Evaluation of alternatives: There are different evaluation criteria for selecting a product i. Compatibility with smart phone ii. Brand iii. Price iv. Features v. Specifications 4. Purchase Decision: The purchase decision of the customer refers to the purchase medium, payment option he/ she chose and the mode of payment used by him/ her.
  5. 5. Payment options Installments Full- Payment Purchase From Online E- Commerce Websites Company owned Offline Multi Brand Retail Organized Retail Unorganized Retail Company owned Mode of payment Electronic Credit/Debit card Net Banking E- Wallet Cash Cash on delivery Cash in hand Cheque Competitors Smart Watches Cookoo Pebble Steel Martian G2G LG Life Band Casio G shock Traditional Watches Price-$132,Compatible with all products of Apple, Features -Incoming Calls, Messages, Camera, Social Media Integration Price-$249,Compatible with all Apple products, Features-Corning Glass, Official App Store, Social Media Price: US$249 Compatible with iOS and Android, Features- Voice- control, speech to text, direct interaction with Siri Price: US$179 Compatible with iOS and Android, Features- Primarily focussed on health conscious people, OLED display, and water proof Price: US$180 compatible with select iPhone models, ruggedness of G- shock series, 5. Post Purchase: I. After Sales Service II. Reviews on online portals, websites and social media III. Word of mouth COMPETITORS ANALYSIS
  6. 6. SEGMENTATION, TARGETING AND POSITIONING Segmentation Segmentation of a market for product placement focuses on dividing total customers on the bases of different aspects, which includes demographics, psychographics and other user related factors. The Demographics covers age, Gender, occupation, income and education. This is the primary factor of segmentation of the customer base and is used most widely. The other segmentation criteria which covers the aspiration of the customer base and their purchasing ability to fulfil their aspirations, is psychographic segmentation. The third type of segmentation is simply user related. Here the segmentation is done on the bases of previous customers, who have already used one or more products from the company. The tabular description of the three criteria of segmentation is given below SEGMENTATON 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 Entreprenuers, selfemployed & officers/executi ves Lower, Lower Middle, Middle, Upper Middle, Upper Secondary schooling, Graduates & Post Graduates Male & Female Social Grade: A, B, C1, C2 D, E Resigned, Struggler, Mainstreamer, Aspirer, Succeeder, Explorer, Reformer 57.38 MILLION 4.854 MILLION
  7. 7. Social Class segmentation divides the population into groups based on the occupation of the 'Chief Income Earner' (CIE). Lifestyle segmentation involves classifying people according to their values, beliefs, opinions, and interests. One example of a life style classification model, is that developed by the advertising agency, Young & Rubicam, called Cross Cultural Consumer Characterization
  8. 8. Targeting  From the demographic segmentation criteria, Our target market will have be a male of age 18-35, having Graduation or Post-Graduation education qualification working as Officer or Executive in any company or working as an entrepreneur, earning income in upper middle and upper class.  According to the psychographic segmentation, the target customer lies in social class of A & B and lifestyle segment of aspirer, succeeded, explorer and reformer.  From the perspective of user related segmentation, the target customer will be simply one who is using apple products. Thus from all the three different approaches, the target segment is defined as Age 18-35 years Gender Male Education Post-Graduation & Graduation Occupation Officers/Executives & Entrepreneurs Income class Upper middle and middle class Social Class Class A and B Lifestyle Reformer, Explorer, Succeeded and Aspirer Product user Apple user Positioning We know you are too busy with your life, save some time for yourself by wearing a time saver watch, which not only makes your work easier but also monitors your daily activity while you are busy doing your work. It is not a smart watch; rather it is an intelligent one to understand your needs. Save your time by using intelligent apple watch. “An elegant artistically technology saving your time who takes care of you, not only your work” The attributes positioned constitutes of young, elegant, vibrant, saving time, caring, companion, technology. COMMUNICATION OBJECTIVES Main Objective 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.
  9. 9. Integrated marketing communication channels 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 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: Lunch 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. Advertising Objective: To spread awareness about the new smartwatch and creating hype before launching the product. Public Relations Objective: To create a good image of the product in customers minds by reviews of media Sales Promotion Objective: To increase the sales of the product by using brand image and reviews of current users. Cause Marketing Objective: To increase the usability of the product by providing areas of use for target market
  10. 10. CHANNELS OF MARKETING AND PROMOTION Every channel adds to fulfil the overall objective of marketing of the product and there are four channels used to fulfil the objective. Advertising Advertising TV News Channels NDTV 24X7, CNN IBM Entertainment channels MTV, [V] Sports Channels ESPN, StartSports Family Channels Colours, Start plus ,Sony Print Newapapers Business (ET, BS, FT ,BL) General (TOI, Hindu, HT) Magazines Forbes, HBR, Time Digital Search Engine Google, Yahoo, Bing Youtube E-Commerce Flipkart, Amazon, Snapdeal Review Websites Cnet, Gsmarena Socail Networking Websites Facebook, Istagram, Linkedin
  11. 11. Public Relations Sales Promotion Public Relations Review Tv Shows Gadget Guru Cell Guru Print Newapapers Review Page + Articles Magazines Digit (Review Page+ Articles) Review Webiste GSM arena Cnet.com Sales Promotion Loyalty Bonus Free Strap Kiosk Stores Retail outlets Airports
  12. 12. Cause Marketing INTEGRATED MARKETING COMMUNICATION BUDGET Every phase has its separate budget, which focuses on meeting the desired objectives of each phase, which are, pre-launch, launch and post launch. Marketing Budget.xlsx Cause Marketing/Events Marathons Traibility Sports events Cricket Matches Awarness/Cause events
  13. 13. REFERENCES  http://cks.in/wp-content/uploads/2012/10/04_Consumer-Segmentation.pdf  http://www.webenza.com/android-vs-ios-smartphone-users-in-india-2014-infograph  http://www.ukessays.com/essays/marketing/market-segmentation-of-apple-iphone-4s- marketing-essay.php  http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/8_ psychographic_segmentation.php  http://www.cmu.edu/weekend-today/previous/2008-india-today/indian-consumer-ppt.pdf

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