APPLE WATCH - Situation Analysis Currently Apple Watchs...

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Situation Analysis: Currently, Apple Watch’s main promotions have been focused on the functionality of their smart watch technology. Apple is pushing the idea that the watch allows you to still get notifications, track fitness, communicate, use GPS, ect, without having to constantly be on your phone, and instead on the go. A series of four commercials show off all of the different functions that can be used by all different types of people in various situations. They show how one can always be on the move and while still being able to utilize all this technology. In addition, the Apple Watch is promoted as “the most personal device yet”. The Apple website promotes the watch as something that can be personalized in everyway, you can send your heartbeat to a loved one, change you backdrop, customize a fitness plan, and 20 different designs are available. The current video promotions are working in the sense that they are showing off all of the ways one can use the Apple Watch. They are showing that Apple Watch is for all types of different people. However, the promotions need to reach a larger audience and generate more buzz. In addition, the print ads for Apple Watch are very minimal and only show a picture of the watch with the logo or just the logo. These print promotions are usually in magazines and do not provide information about the product at all. What these ads succeed in, is acting as a reminder to readers that the product exists and also give off a more sophisticated vibe without looking like a run of the mill watch ad. The print ads should continue and expand as we approach the holiday shopping season.
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When looking to the Moto360, Android’s version of the smartwatch and Apple Watch’s biggest competitor, there are clear differences in how they have handled their promotions and target audiences. The commercials do not promote the functionality of the product and instead focus on the design elements of the watch. They simply have ads that are promoting a luxury watch, only giving a taste of the “smart” aspect. Some of their promotions take a slightly humorous tone as well. They set up the commercial like a traditional jewelry ad, and then ad in a blip of humor showing the watch also will be able to tell you when you food delivery will arrive. The ad seems to target an older crowd that may be intimidated by technology, which is why they only showcase a small portion of the smart part of the product. The business man featured in the Moto360 ads also reflects that it is geared towards a male audience, most likely college educated, and in the 30-60 year old age range. Trends in wearable technology show that 40% of US consumers say they would consider buying a smart watch and 48% of those people said they would use it for fitness ( "Share of U.S. consumers interested in buying a smartwatch as of 2nd quarter 2013" ). Starting promotions putting an emphasis on the fitness benefits of the apple watch would help us tap in to this trend even further. This is
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  • Spring '14
  • Bootland,
  • Apple Store, apple watch

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