Apple Watch: Marketing Mix Strategies in the Singapore Market

This report analyzes the marketing mix strategies of the Apple Watch in the Singapore market. It examines the product's positioning as a luxury item with health monitoring and activity tracking features, targeting middle-aged and affluent consumers. The pricing strategy, initially premium, is influenced by product functionalities, brand value, and advertising costs, with price adjustments over time and sales promotions to boost sales. The distribution strategy focuses on select premium stores and the Apple online store, leveraging Singapore's tech-savvy population and stable economy. Promotion strategies include advertising through billboards, social media, and website postings, as well as sales promotions tailored to provide value to users, with a focus on brand equity to maintain high prices and expand the market reach. The report concludes by highlighting the importance of the marketing mix elements (Product, Price, Place, Promotion) in the success of the Apple Watch in the Singapore market.

Running Head: MARKETING MANAGER 1
MARKETING MIX STRATEGIES FOR APPLE WATCH SINGAPORE
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MARKETING MANAGER: 2
Product
The Apple watch was manufactured to be a limited edition in the smartwatch market in
Singapore. The model component has been crafted using a bragging 18-karat gold. The product
development was made to top the luxurious market. The target market of the Apple watch
comprises of the middle age and those aged above. The Watch is formed to be highly covetous to
tap the wealthy (Constantinides, 2016). The group had been left out in the smartphone market for
a long time. The watch is a complete brand with a series of products from the of the company
which has a high level of customer loyalty. It has a functionality to monitor health conditions and
track performance of activities with an inbuilt GPS.
Price
The Apple watch was given a local pricing option to retail at $549. The variables are leading to
this price range from the functionalities of the watch, the brands, and the physical product.
Changes in price drivers of the watch cause a consequent alteration in the price. Prices have
often changed with time with that during the launch being the highest. Introduction of other
series has always caused a drop in the price of older products. Advertising and marketing costs
have been a great player in the pricing decisions. The positioning of the product in the status-
compelled working population and the targeting of the older people who are sensitive with their
health being also directed the exclusive pricing of the product. The prices of the brand aimed at
creating a new niche away from the competitor prices. Sales discounts are always popular in
particular selling outlets in an objective to increase sales (Constantinides, 2002).
Place

MARKETING MANAGER: 3
Apple watch products are premium hence sold in select stores. The distribution channels of the
products are few due to high prices. The manufacturer distributes to the select sellers who avail
the product to the final consumer. Almost all the population can purchase the products.
Singapore is a developed free economy which is highly oriented in trade. The watches are sold in
selected resellers authorized by the company. Apple online store in Singapore is the biggest
seller in the nation. The working population in the country is tech-savvy and forms more than a
third of the total population. The economy is open in a politically stable country with high per-
capita income, and its business tax rates are low. Inflation rates in Singapore are as low as even
1% indicating an unusual economic stability and an estimated unemployment rate of 2% in 2015.
Property rights, integrity, and freedom in business, labor, monetary, trade, pecuniary,
investments, and financials are high scoring more than 80% (Saltzman, 2015).
Promotion
i. Advertising
Advertising of Apple watches creates increased awareness of the products in the Singapore
market. Advertisement strategies used include billboards, social media ads, and website postings.
The focus is on prospective users to avoid targeting casual audience and to keep costs lower.
Advertising promotion informs the potential buyers of the benefits that come with apple watches
above the other available products in the market.
ii. Sales promotion
Promotion strategies for the company have a lot of dependence on the watches and their pricing.
Apple watches are final consumer goods, and the sales promotion strategies are directed at the
user variables of prices. Products are tailored to provide value to the users. The details of

MARKETING MANAGER: 4
products, prices, and locations of sellers are made known to the consumers through newsletters
and point of sale descriptions (Lee, 2009). Equity of brands has necessitated higher prices and
expansion of select sellers’ base to access a wider market.

MARKETING MANAGER: 5
References
Constantinides, E., 2002. The 4S web-marketing mix model. Electronic Commerce Research,
1(1), pp. 57-76.
Constantinides, E., 2016. The marketing mix revisited: Towards the 21st-century marketing.
Journal of marketing management, 3(4), pp. 407-438.
Lee, C., 2009. A review of marketing mix: 4Ps or more?. International journal of marketing
studies, 1(1), p. 2.
Saltzman, M., 2015. Apple Watch For Dummies. 1 ed. New York: John Wiley & Sons.