...Marketing Plan Reda Bouizar Devry University Mktg522 Marketing Plan 1.0 Executive summary The purpose of this marketing plan is to introduce Apple into a new market that has the potential to make the company leading further in the high-tech industry. The proposed product is the iWatch, a smart watch that features Apple’s latest technology. This product will allow the company to penetrate the market of wearable technologies, which will weight 1.4 billion dollars by the year 2018. In fact the market demand is increasing steadily in regard of this new type of technologies. Companies such as Samsung and Google had introduced wearable devices such as the Galaxy Gear or the Google Glass in order to create a new way for consumers to interact with technology. The iWatch will satisfy a new demand that is estimate to five million shipments in the next year. (Ranck, 2012, p. 1). Using the Apple strengths such as advanced patents, strong brand equity and extensive distribution channels; the iWatch can be, like the iPod, a strong vector of development for the company. In fact, the marketing objective proposed by this plan is to become a leader on the wearable technologies market and ultimately sale three million units by the end of next year as a financial objective. This document will present the marketing mix that will allow Apple to reach those objectives. Elements like fashionable design, high quality and new technologies will permit the iWatch to...
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...TECH 2 The Internet of All Things How wearable devices and ‘ smart' technology are transforming marketing research J O A N M A N C U S O & K A R E N S TUTH ^ jm ancuso@ 5squaregroup.com ■fj kstuth@ 5squaregroup.com here’ a whole new category s of portable devices out there that grew rapidly as an adopted trend in 2014: watches, glasses, headgear, Bluetooth headsets, wristbands, medical ID bracelets enabled with near-field communication technology, and “smart” products that double as computers. These devices often are referred to as “wearables.” Global information company IHS Inc. defines wearable technology as “products worn on the users body for an extended period of time, significantly enhancing the users experience as a result of the product being worn.” These products contain advanced circuitry and have at least a minimal level of independent processing capability. Twenty percent of American adults already own a wearable device, and the adoption rate, which was on par with tablets in 2012, is expected to rise quickly, according to a recent PwC Consumer Intelligence Series report, which surveyed 1,000 consumers, wearable technology influences and business executives to explore the technology’s impact on society and T "| O I D I MARKETING INSIGHTS | MARCH/APRIL2015 business. Many of these wearables, such as Google Glass, have been around for a while, and new wearable devices, such as the Apple Watch, generate a lot...
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...ROCKET FUEL: “QUANTIFIED SELF” DIGITAL TOOLS A CPG MARKETING OPPORTUNITY Q4 2014 OVE RVI E W Quantified Self (QS) is an emerging area of technology that allows consumers to use a variety of digital tools to collect data and learn about their behaviors and habits of everyday life. The increasing number QS digital tools available today includes smartwatches, wearable fitness trackers, apps, and websites. As consumers continue to integrate these new QS digital tools into their lives, the data collected by these tools presents new opportunities for CPG marketers to learn more about consumers’ behavior and better reach their target audiences. To better understand this new technology trend and assess its impact on the future of digital media for CPG marketers, Rocket Fuel conducted a custom primary research study among consumers in the U.S. to: • Understand consumers’ interest in using health and fitness QS tools • Gauge current usage of health and fitness QS tools • Understand the impact of health and fitness QS tools on consumer behavior • Evaluate consumers’ openness to sharing their QS data with CPG advertisers STUDY DETAILS This survey was conducted online using a trusted third-party research vendor and fielded from December 3 – 10, 2014, among 1,262 total respondents who live in the U.S., use a computer regularly, and either currently use a Quantified Self tool to track their health and fitness or who are interested in using a Quantified Self tool to track their health...
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...“Making it Easier to Do it Right” A Full Business Plan presenting to you the latest fitness wearable technology, the Hercules, and accompanying mobile application, the Hercules Trainer Presented by & Company CEO Adeel Safdar “Hercules” CFO CPO CMO COO CTO CCO Making it Easier to Do it right Full Business Plan Company & Product Hercules & Co., led by CEO Adeel Safdar, presents the fitness wearable product, Hercules, and accompanying app Hercules Trainer. Confidentiality Agreement This agreement is to acknowledge that the information provided by Hercules & Co. in this business plan is unique to this business and strictly confidential. No information in this business plan can be disclosed without the express written permission of the CEO Adeel Safdar. Upon request, this document is to be immediately returned to Hercules & Co. Disclaimer Some of the statements contained in this Full Business Plan, including information incorporated by reference, discuss future expectations, or state other forward looking information. Those statements are subject to known and unknown risks, uncertainties and other factors, several of which are beyond the control of Hercules & Co., which could cause the actual results to differ materially from those contemplated by the statements. The forward looking information is based on various factors and was derived using numerous assumptions. In light of the risks, assumptions, and uncertainties involved, there can...
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...Team 1 : Product Development Work Plan Smart Technology: Fitness Apparel [pic] Karene Brown Phillip Bryant Adran Reid Derek Terrell Danyelle Thomas Teri Wiltcher Executive Summary Acquity Consulting Group set out to assist our client, Athos Technology, with increasing their market share in the fitness industry. Athos Technology has developed wearable smart clothing with the distinct ability to measure muscle activity through the use of EMG sensors embedded in the clothing. The company currently offers a limited number of items in its men’s and women’s lines. Through analysis of the fitness apparel and wearable technology markets, we found that there was a clear void in the market that Athos would be uniquely positioned to fill. We found that the wearable technology market is on the rise, with profits expected to reach over $11bn by 2020. Taking a closer look at what drove sales in the fitness apparel industry, we concluded that our client could see increased sales if they introduced a line of full-length compression smart pants. Additionally, given the role that the fusion of fashion and function has played in the growth of the fitness apparel market, we recommended that our client pay particularly attention to the design of the leggings for both male and female consumers. Interviews and surveys were conducted to ascertain an appropriate price point for this product and it was determined that Athos should price the leggings at $175...
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...3-‐Year Marketing Plan Xxxxx xxxxxx 05/17/2014 Table of Contents Introduction 2 Mission Statement 2 Product Classification 2 Target Market 3 Analysis of the Competitive Environment 3 SWOT Analysis 3 Strengths 4 Weaknesses 5 Opportunities 5 Threats 5 Marketing Objectives 6 Marketing strategies & Explanation of Strategies 6 Product Strategy 6 Place (Distribution) Strategy 6 Promotion Strategy 7 Price Strategy 7 Product Action Plan Place (Distribution) Action Plan 8 Promotion Action Plan 8 Price Action Plan 8 Measuring Effectiveness and Monitoring Timeline 9 Monitoring Timeline for the First Three Years by Marketing Mix Strategy 9 xxxx Three Year Marketing Plan “The xxxx” Introduction and Company Description Our three-year plan for Company G is focused on increasing sales of all its products as well as delivering quality, and value to its customers. As an innovative leader in the electronics market, Company G is always searching for ways to increase its market share. This creative thinking and originality has lead enter the small electronics arena. The competitive but growing demand for high quality and convenience has lead us to create the Rokit, a sleek wearable product that will change the way we move. The xxxx sport wrist band with its lightweight...
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...Marketing Plan: Suunto Jimmyvan Cogles Guerrero MRKT 5000 Professor Yeager 16 December 2015 TABLE OF CONTENTS I. Executive Summary………………………………….……….………………………………...3 II. Environmental Analysis.…………………………………..…………….…………………………...3 III. SWOT Analysis...………………………………..…………….……….……………………6 IV. Marketing Objectives..…………..…….….……………………………….…..………………..7 V. Marketing Strategies...……………………………………………………..…………………...8 VI. Marketing Implementation.………………………….…….….…….…….……………...……10 VII. Performance Evaluation…………….………..…………………………….......................…….11 References..…………………………………...………………….………........….12 I. EXECUTIVE SUMMARY: Suunto is a world leader in designing and manufacturing sports precision instruments. Since 1936, Suunto has been at the vanguard of innovation and design of sport watches, dive computers, and sports instruments engineered for training, hiking, mountaineering, hiking, skiing, and sailing. Suunto enjoys an esteemed reputation because it delivers intuitive design, accuracy and dependability combining aesthetics and functionality that allows athletes analyze and improve their performance. The demand for fitness products and the rise of wearable technology is a prospect that Suunto must look into. Suunto must look into the feasibility of expanding its product line to produce products that will fill the needs of other users in aviation, and the military for example. This expansion in product...
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...trading in their devices these days for more advanced models and this has been a reoccurring trend over the last few years. According to the UBS AG the numbers turned negative last year when about 68 million people in the U.S. upgraded their phones. This sounded wonderful to me until I learned these numbers were down 9% from the previous year. UBS predicts that the numbers will continue to decline this year as well. This article was a prime example where I could see how business process management is used. The market is flooded with companies offering deals for wireless phones and devices. If you walk into the mall more than likely someone will yell out “what wireless plan do you have”? This article is important to marketing management because this industry illustrated some of the key strategies recently discussed in my classes, further explaining the process. Identify process for change, analyze existing process, design the new process, implement the new process, and continuous measurement. All of these are crucial and critical to having a good marketing management strategy in this cut-throat business. The article speaks on how quickly the market can reject a concept or idea. Most say we are living in a technology based world but this article proved even that’s not consumer proof. The cycle has been that the market slows down about every four or five years. The industry continues to be financially profitable so it’s not claiming that the current marketing strategies aren't...
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...interested in some fitness and/or diet plan and is attempting to practice the healthiest existence conceivable; with this amplified consciousness arrives a proportionate intensification in requirement for health and fitness products and apps. 1. Describe the product and its associated industry. Fitbit Surge, according to Fitbit, 2015, is the ultimate super watch; constructed with eight-sensor technology and best-in-class battery life, Surge transitions flawlessly from work to workouts; tracking real-time stats like steps, distance, heart rate, active minutes, calories burned and more, to keep you in the know, on the go. (Fitbit, 2015) With multi-sport functionality, Surge allows you track every characteristic...
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...iWatch'Situation'Analysis'Articles' ' ! Readings!for!Week!3!Class! ! ! You!are!asked!to!READ!ALL!of!the!articles!included!in!this!attachment!prior!to!coming!to!class!in!week! 3.!!Please!bring!a!copy!with!you!to!class!in!week!3.! ! Assume&the¤t&timeframe&is&before&the&launch&of&the&apple&watch.& ! There!have!been!many!rumors!that!Apple!may!be!considering!the!launch!of!a!wearable!device!such! as!an!iWatch.!!Wearable!computing!appears!to!be!the!latest!trend,!as!many!devices!have!exploded!in! popularity!as!they!look!to!change!the!way!we!stay!connected.!!Numerous!competitors!have!entered! the!game,!such!as!Samsung,!Sony,!i’m!Watch,!Pebble!and!others.! ! One!of!“The!latest!forecasts!suggest!that!the!demand!for!the!wristKworn!devices!known!as! "smartwatches"!will!increase!by!900!per!cent!over!the!next!12!months.!!According!to!Canalys’s! forecasts,!this!incredible!jump!KK!the!company!believes!that!over!5!million!smart!watches!will!be! shipped!by!the!end!of!2014!KK!will!be!created!by!new!products”!!Read!more!by!clicking!on!this!link:! http://www.ctvnews.ca/sciKtech/smartwatchKmarketKcouldKjumpKbyK900KinKtheKnextKyearKforecastK 1.1370745#ixzz2ZJrVlDaI!! ! Using'ONLY'the'information'contained'in'the'articles'that'follow,'conduct'a'situation'analysis'to' determine'whether'Apple'should'or'should'not'launch'a'wrist'wearable'smart'watch'(ignore'the' fact'that'they'have'launch'a'watch).''Be'sure'that'your'SWOT'analysis'supports'the' recommendation'you'make...
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...can come in many forms. A company must make every effort to avoid or minimize threats to its bottom line, or even its mere existence. A SWOT analysis helps to identify what is good and what needs improvement in a company. While strengths and weaknesses are the internal indicators of an organization’s need for improvement, opportunities and threats are the external forces that determine needed changes within a company (Jurevicius 2013). Explanation of Apple, Inc.’s SWOT and its impact Apple, Inc. is a company that creates and provides computer hardware and software, as well as other consumer electronics around the world. They had revenues near $180 billion as recently as 2013 (Jurevicius 2014). Apple’s greatest strengths are its marketing and advertising capabilities. The...
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...Potholes 24 Call to Action 24 Appendices 1 26 Brainstorming Method 26 The Worst Idea Method 26 Relationship Analysis Method - Multi-dimensional / morphological matrix 27 Problem based approach using Voice of Customer through product reviews 27 Highs 28 Lows 28 Highs 31 Lows 31 Market based ideation 32 Problem Analysis of workout market 32 Attribute ideation Method 33 Appendices 2 34 Appendices 3 36 Executive Summary PIC and target market summary Health is opening up a new revolutionary advances within the industry of wearable technology. It is at the beginning of a massive mainstream uptake of wearable devices. According to the ABI research (2011), over the next % years, growth in the wearable wireless devices will be driven by the sports, fitness and wellness segment of the consumer market. With such a strong emphasis being placed on establishing a healthier lifestyle, adoption of wearable technology among...
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...GBUS-180 Case Synopsis Candidate Name: Harshit Bhalla Session: Spring 2015 Subject: GBUS-180 Due: 4/30/15 Professor: D. Flynn Candidate Name: Harshit Bhalla Session: Spring 2015 Subject: GBUS-180 Due: 4/30/15 Professor: D. Flynn 1. Historical Analysis: - A. Business In: * Overview: * Apple Inc. “is an American multinational corporation headquartered in Cupertino, California, that designs, develops, and sells consumer electron1ics, computer software, online services, and personal computers. Its best-known hardware products are the Mac line of computers, the iPod media player, the iPhone smartphone, and the iPad tablet computer. Its online services include iCloud, iTunes Store, and App Store. Apple's consumer software includes the OS X and iOS operating systems, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and productivity suites.” * Apple generates revenue through many mediums. Consumer electronics is by far generating most of its revenue. Of course, it’s worth mentioning that with just one of its products, the IPhone, generating 50% of its revenue. It also generates revenue through its Apple Mac Sales, IPad, and IPod, IPod accessories, ITunes and App store and of course it’s AppleCare services. We will focus mainly on the specific consumer electronics mentioned below when describing its financial, competitive, and environmental areas. * Products & Services: ...
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...HOW FUTURE IT TRENDS WOULD IMPACT ORGANIZATIONS BUSINESS STRATEGIES TO DRIVE INNOVATIONS, ADD VALUE AND GAIN COMPETITIVE EDGE? Chamika Waidyalankara (ECU ID: 10217155) ACBT – Semester II MBA5709 - Information System Challenges in Management Table of Contents 1.0 Introduction 3 2.0 Future IT Trends 4 Internet of Things 4 Cloud Computing 4 BYOD (Bring Your Own Device) 5 Enterprise Mobility 5 Big Data 6 Enterprise Social Networking 6 3D Printing 7 Wearable Computing 8 3.0 Uses and Impact of future technology on organizations 9 4.0 Published case studies and Observations 15 5.0 Key Findings 16 Changing customer landscape 16 Rise of collaborative models 16 Personalization of products and services 16 6.0 Conclusion 17 7.0 Bibliography and References 18 1.0 Introduction Information technology (IT) is an area in which new developments are taking place more and more rapidly. IT has gone through many evolution cycles and today we are in the era of Web 2.0 and 3rd Platform of IT. Technology we used during last decade has become museum exhibits and what was then showcased in Science fictions has become more reality today. Consumer and business tech are merging, where the two going to be barely separable. The 3rd Platform is changing the way we interact with everything. Speculating on what's going to happen over the next few years is of course entertaining. The future of business has always been driven by developments in technology, and the digital revolution...
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...Who are we and how did we get here? A lifelong triathlete, John Fixx has a passion for technology. John graduated from the California Institute of Technology receiving his Master’s degree in 1979 and upon graduation began work in the medical device industry. In 2003, John left his position as an electrical engineer to pursue his dream of making high tech training devices that are not only affordable, but also accurate and reliable. John founded Bedejajomi in 1994 with a number of like-minded engineers. After throwing everyone’s names into a pot and stirring a while, we got a name as unique as our products; Bedejajomi. Intensity, introduced in 2005, was the first wearable performance monitor available to the average consumer that allowed downloading of stored data. With the success of Intensity Bedejajomi was able to expand the product line, providing training devices tailored specifically for runners, cyclists and swimmers. Now, Bedejajomi is getting ready for the next step in wearable performance monitoring. Until recently wireless technology has not been mature enough to replace the cables we have used to transfer data. With recent advances in wireless technology as well as in battery technology, Bedejajomi is about to set a new standard for performance monitoring. Factors The interesting part about the BitFit is that it can be marketed to any age group for the most part, barring toddlers. We currently live in a society that strives to push healthy eating and every...
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