University Project: Apple Watch Promotion Plan - Marketing Strategies

This project presents a detailed marketing promotion plan for the Apple Watch, focusing on strategies to increase sales and expand market reach. The plan begins with an introduction to the Apple Watch, followed by a proposed target market analysis, positioning strategies, and communication objectives. It outlines various promotional strategies, including launch events, sales promotions with discounts, content marketing, and social media integration using Twitter hashtags. Creative objectives and strategies are developed around the theme of encouraging immediate purchases. The plan also provides promotional recommendations, including deals and discounts, and explores the use of events and content marketing. Furthermore, it includes a media execution plan, budget allocation, and methods for evaluating the recommended promotion plan. The plan emphasizes the importance of understanding consumer needs, brand personality, and leveraging digital platforms to enhance promotional effectiveness. The project aims to provide a comprehensive and innovative approach to promoting the Apple Watch.

Running head: PROMOTIONAL PLAN
PROMOTIONAL PLAN
Name of the student
Name of the university
Author note

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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

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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.

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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

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d. Proposed Promotion Strategies
The promotional strategies play an important role in empowering an organization in increasing the
scope of drawing the attention of the target audience and persuading the same to make a buy of the
propositions (Recker, 2016). It has been observed that the efficient planning and execution of the
promotional strategies contributes to the overall performance of the business while operating as one the
common goals of the venture. Moreover, the effective promotion includes efficient and adequate
communication with the community stakeholders which allows an organization in gaining idea of the
different concerns that are being encountered by the customers and resolve the same for improving the brand
image (Aguilar-Palacios, Muñoz-Romero & Rojo-Álvarez, 2019). In this connection, the concerned
organization would be making use of creative techniques for promoting the offerings. The organization might
take the initiative of designing creative campaigns with the purpose of encouraging the active engagement of
the customers in the different activities. The section would be enumerating different strategies that might be
considered by the organization for promoting the propositions.
 The organization will undertake a launch event where the demonstration and free sampling of their
new smart watch variety would be made. The videos would be streamed in different social media
platforms with the purpose of improving the rate of business operations of the organization while
operating as per the common goals of the venture. The social media integration with the launch event
would allow the organization in increasing the scope of promotions to the target audience.
 The organization will facilitate a sales promotion to the customers with facilitation of discounts and
rebates. The discount on the first buy of their propositions would allow the organization in
maximizing the sales volume of the same while operating in the markets. The sales promotions
through offers and discounts would support the organization in drawing the attention of the customers
and persuading the same to make a buy of the propositions.
 The content marketing practices of the organization through blogging and while implementing a
persuasive style of writing would allow the same in influencing the interests of the target audience. It
has been observed that the organization’s content management practices and use of creative yet

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persuasive writing style in formal business language would allow the business sin gaining a
competitive edge over the existing market players. The Apple products are unique and thereby the
organization will be using simple but unique means of constructing the contents with the purpose of
improving the engagement of the customers in the different operations.
 The organization will also take the initiative of positioning and promoting their proposition through
the twitter hashtags. The active utilization and integration of the social media campaigns affects an
organization in increasing the effectiveness of the business operations while operating as per the
common goals of the venture. The use of twitter hashtags would not only support the organization in
empowering awareness among a huge number of audiences but also encourage their active
participation in promoting the new proposition that will be made by the organization.
3. Creative Objectives and Strategies
a. Proposed Creative Objective
The promotional campaign will be based on the idea - “Buy Now To Save Later!” which would focus
at encouraging the active engagement of the customers in the different business propositions while operating
as per the common goals of the venture. The message would influence the behaviour of the customers while
creating a sense of urgency among the same to make a buy of the proposition as long as the business sis
providing the customers with discounted price (Antczak & Sypniewska, 2017). The message will be devised
in accordance with the current needs of the organization in increasing the rate of target audience while
operating as per the common goals of the venture.
b. Proposed Creative Strategy
Big Idea that unites all of your proposed promotional recommendations
The major idea of the organization for all the recommended promotional strategies of the organization
are based on the need of the organization to increase the rate of sales volume while encouraging the
engagement of the target audience in the different activities of the business. Again, the promotional activity

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of the organization would support in improving awareness among the target audience while improving the
rate of operations of the venture as per the common goals of the same. The promotional strategies will
demonstrate the unique value of the propositions to the customers while persuading the same to make a buy
of the offerings. Therefore, all the recommended activities are integrated towards increasing the sales volume
while encouraging the engagement of the consumers in the different practices that are performed by the
business.
Key Consumer Benefits
The added features of the proposition like measuring he heartbeat, calling facilities and many other
smart technologies would support the users in improving the activities in fast paced lifestyle. The
convenience and styling option will be merged with the purpose of proposing a specialized proposition that
would not only contribute to the fashion quotient of the consumers but also support in improving their
experience of using different gears.
Support for Consumer Benefits
The fulfillment of the consumer needs will be demonstrated in the campaigns through detailed
presentation of the features that are being induced in the watches. The changes in the technology and the
features that the organization aimed at offering to the customers would allow in improving the participation
of the customers in the buying process (Ali & Gürlek, 2020). The organization would be taking the initiative
of demonstrating the features of the watch and the manner in which the same features would support the
users in improving the way of operations.
Personality
The brand personality or image is specifically reflected through their motto of continuous innovation
and their objective of adhering to the customer needs. The brand aims at providing the customers with
futuristic and new technologies with improved quality with the purpose of retaining the trust and
commitment of the customers. Again, the elegance of the brand and its objective of devising high end

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propositions irrespective of the sales volume is again an important consideration to be made while analyzing
the personality of the brand.
4. Promotional Recommendations
Deals and discounts
Summary: It is recommended that Apple Watch provides their consumers with attractive deals and discounts
during the holiday season. The deals provided will help in providing additional value to the consumers.
Who
 This promotion mainly focusses on young adults and adults who are into high end technology and are
looking for small devices which help them in completing work at one go.
What
 The customers will get free Apple Watch accessories with the purchase of the watch like latest bands
or Apple Watch Magnetic Charging Dock
When
 This promotion method will run through the holiday season from October 8th to December 23rd.
Where
 This offer will be available only in the official Apple Stores in Canada.
Why
 Apple Watch positions itself as a style statement and promotional method will help the customers to
think the way it has been positioned.
 Different types of bands and wireless charger is essential for the customers not only for style
statement but also for convenience which the additional products will provide to the customers.

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How
 The Apple Watches that will be purchased during the holiday season will provide their customers
with the additional products.
 The additional products that the brand will offer will be available in the store so that the customers
can have a look and choose what they would like giving them options to choose.
 The deals will be promoted through e-mail, online and social media
Competition
Summary:It is recommended that Apple Watch conducts competitions online so that they can promote the
brand online and create awareness about the product in the market where they will be providing people with
gifts like coupons, gift vouchers or other accessories by Apple.
Who
 This competition focuses on young adults and adults who age between 16-35 years
What
 An online competition will be provided where the consumers need to show the unique ways they use
the product and be creative with it.
 The customers then need to post it on the website or use social media handles to tag the page of Apple
 The winner will then get an e-mail and the prize will be delivered to the winner to their house.
When
 This challenge will take place during April 15th to May 15th
 The names of the winner will be announced after a week, on May 23rd
 This time will help in attracting customers as after the holiday season there will be less sales provided
by brands to their customers.
Where

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 This competition will be available online and also on social media
Why
 People like competitions and like to be part of challenges in recent times and thus this competition
will encourage them to participate and win vouchers and Apple accessories which is a premium
brand.
How
 The consumer needs to make a video or post a picture of showing how uniquely they use the product
and post it on social media by tagging the company or send it to their official website.
 They need to wait till May 23rd for the results
Events
Summary: It is recommended that Apple Watch promotes the product via events. The event will introduce
the product and give the description of the product along with various other activities.
Who
 This promotion focuses on young adults and adults who age between 16-35 years
What
 This event will provide the description of the product
 This event will also have fun activities like games and photography using the Apple Watch
When
 This promotion will be held on May 10th which will be on a Sunday
Where

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 This promotion will be conducted in an open area in Canada
 This event will be streamed live on their official social media pages and on YouTube so that people
who won’t be able to attend can watch.
Why
 This promotion will help in attracting customers to purchase Apple Watch by getting to know about
the features and benefits
How
 This event will have a stage with a giant screen where the product will be described
 The event will have different counters where people will be using Apple Watch in various ways and
will be guided by the volunteers.
 The event will also provide goodies to the visitors
Content marketing
Summary: It is recommended that Apple Watch uses content marketing methods like blogging as a
promotional method which will help in attracting consumers.
Who
 This promotion focuses on both young adults and older people
What
 Will provide blogs about the benefits and description of the Apple Watch
 Provide reviews of the Apple Watch
When
 This promotion will be held on May 12th to June 24th
Where

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 This will be done on the official blog page that will be created by Apple Inc.
 This promotion will be done online
Why
 Provide the necessary information that consumers seek for before purchasing a product
 The reviews will help them to consider making a purchase
How
 This promotional method will be online on their blogging website
 Attractive blogs with pictures will be posted about the Apple Watch
Twitter and Instagram (#stylewithapple)
Summary: It is recommended that Apple Watch uses Twitter and Instagram as their social media platform
and start a trend where people will post their own picture while wearing an Apple Watch with the hashtag,
#stylewithapple.
Who
 This promotion mainly focuses on the young adults between the age 18 to 35 years
What
 This main purpose of this promotion method is to create a buzz and make people share content on
social media platforms like Instagram and Twitter.
When
 This promotion will start after May 12th and will continue for over a month
Where
 This promotion method will be done on social media platforms like Twitter and Instagram.