Promotional Plan - Apple Watches

Running head: PROMOTIONAL PLAN
PROMOTIONAL PLAN
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1PROMOTIONAL PLAN
Table of Contents
1. Introduction to Apple watches........................................................................................................................2
2. PROPOSED Target Market, Positioning, Promotion, Objectives and Strategies...........................................2
a. Proposed Target Market..............................................................................................................................2
b. Proposed Positioning...................................................................................................................................3
c. Proposed Communications and Behavioural Objectives.............................................................................3
d. Proposed Promotion Strategies...................................................................................................................4
3. Creative Objectives and Strategies..................................................................................................................5
a. Proposed Creative Objective.......................................................................................................................5
b. Proposed Creative Strategy.........................................................................................................................5
4. Promotional Recommendations......................................................................................................................7
Deals and discounts.........................................................................................................................................7
Competition.....................................................................................................................................................8
Events..............................................................................................................................................................9
Content marketing.........................................................................................................................................10
Twitter and Instagram (#stylewithapple)......................................................................................................11
5. Proposed Media Execution and Overall Budget...........................................................................................12
5.1 Media blocking chart...............................................................................................................................12
5.2 Budget.....................................................................................................................................................13
6. Methods to be used to evaluate the recommended promotion plan..............................................................14
References.........................................................................................................................................................15

2PROMOTIONAL PLAN
1. Introduction to Apple watches
The smart watches that are developed by Apple Inc. with the purpose of assisting the customers in
measuring their daily heartbeat or an online payment option when connected with iPhone5 or the recent
versions. The development of the watch is specifically aimed towards meetings the needs of the people in
minimizing their phone handling while providing them with a handy version of electronics for keeping record
of the activities. The watch was introduced in the year 2015 by the concerned organization and 4.2 million
units were sold within the next quarter of the year (apple.com., 2020). The continuous innovation of the
organization enabled in devising more advanced versions of the watch in the later years. The increased sales
volume of the propositions is based on the trust of the customers on the brand image of Apple and the quality
of the propositions that are delivered by the same. The concerned promotional plan would take the initiative
of devising different promotional activities and tactics for the organization with the purpose of boosting their
sales to a newer market segment.
2. PROPOSED Target Market, Positioning, Promotion, Objectives and Strategies
a. Proposed Target Market
The proposed target market of the concerned organization will be the younger generation within the
age group of 28- 35 years. Most importantly, the organization will be targeting the customers who are
involved in different business enterprises and are health conscious. The choice of the target market would be
based on the attribute of the proposition that the organization is making (Manikas, Godfrey & Skiver,
2017). In this connection, the concerned organization will be delivering a proposition that would not only
adhere to the easy communicational needs of the customers but also provide the same with measures of
heartbeat and pulse for checking their health. The organization will be targeting the business persons relying
on the cost of the watch and their need of convenient gadgets in the fast paced lifestyle. Therefore, the
company would be specifically selecting the business persons who maintains a public status and require
efficient and convenient communication tool with multi- tasking abilities.

3PROMOTIONAL PLAN
b. Proposed Positioning
The watches would be positioned under the higher quality and higher pricing. The specific
positioning of the organization would support in drawing the attention of the target audience towards the
propositions. The business persons are more driven towards better quality of products and the social class
that is promised with the same. In this connection, the organization would be proposing high quality smart
watches with extra features for adhering to the common interests of the customers. On the other hand, the
organization would be considering high price of the proposition as the target consumers have higher
affordability, being he business class population. The value propositions of the organization, specifically the
experience of a unique technology, would allow the organization in gaining competitive vantage over the
existing players in the market (Bunn, 2020). The effective positioning of the propositions allows an
organization in gaining a competitive edge over the existing market players. The key aspects of change in the
organizational operations are based on the effective functioning of the different systems in accordance with
the common goals of the venture. Therefore, the organizations would be positioning the propositions as high
end offerings to the target audience for encouraging their active engagement in the different activities.
c. Proposed Communications and Behavioural Objectives
The communicational and behavioural objectives of an organization empower the overall promotional
process while setting a goal to achieve by the end of the different set of activities. In this connection, the
section would be developing an idea on the communicational and behavioural objectives of Apple Inc as they
would promote the new launch of smart watch series.
 To value the interests and expectation of the customers while conducting tne promotional campaign
 To assess the specific communicational needs of the target audience and facilitate communication
with the purpose of improving interactions.
 To devise creative strategies for encouraging the engagement of the consumers in the different
activities that are being planned by the organization