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Marketing Plan: Apple Watch

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Presentation on theme: "Marketing Plan: Apple Watch"— Presentation transcript:

1 Marketing Plan: Apple Watch
Marcus Busbee Raven Duncan Daniel El-Aawar Colleen Lounsbury Ashleigh Waugh

2 Apple Watch A Different Look For Everyone

3 Situation Analysis Apple Inc. Marketing Mix Target Market
Humble beginnings creating computers followed by slow growth. Significant growth following the launch of iTunes. Target Market Current iPhone users Luxury item-affluent customers Tech-savvy consumer Marketing Mix Product- Smart watch offers many functions of smart phones, bringing the technology closer than ever. Place- Sold at Apple stores and a wide array of authorized retailers. Promotion- Promoting to current iPhone users through brand loyalty Price- Luxury item price starting at $350.

4 S.W.O.T. Analysis Strengths Weakness Opportunity Threats
$164.5 billion in cash Loyal user base Brand awareness Successful product lines Weakness Dependence on iPhone Premium price point ApplePay not accepted by all Battery life Opportunity Increasing demand New product line Potential strong growth Multiple models Threats Rapid technological change Samsung’s many models Android OS growth High price point

5 Company Resources Multi-national company headquartered in California.
Over 92,000 experienced and Educated Employees Multi-billon dollars in revenue each year Highly knowledgeable employees

6 Marketing Objectives One Product, One Message Promote Diversity
Enter High Fashion Market

7 Marketing Objectives Sports Edition Interchangeable Bands Exclusivity
Appeal to existing loyal customers

8 Entering High Fashion Apple Watch featured on the cover of Vogue in China

9 Financial Budget and Projections
Posted quarterly revenue of $42.1 billion and quarterly net profit of $8.5 billion, or $1.42 per diluted share Gross margin was 38 percent compared to 37 percent in the year-ago quarter International sales accounted for 60 percent of the quarter’s revenue

10 Apple 2015 First Quarter Apple is providing the following guidance for its fiscal 2015 first quarter: Revenue between $63.5 billion and $66.5 billion Gross margin between 37.5 percent and 38.5 percent Other income of $325 million Operating expenses between $5.4 billion and $5.5 billion

11 Control and Evaluation
The launch Consumer interest Promote using brand loyalty Promote Luxury aspect The First Year Consumer feedback Reaction of competition Sales

12 Control and Evaluation
Long Term New Model New bands Price drop Success Constant monitoring Remaining relevant

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