Strategic Management Report: Smart Watch Product Marketing Strategies

This report provides a comprehensive analysis of smart watch marketing strategies. It begins with a detailed product description, highlighting features and benefits, followed by an examination of the target customer segmentation, focusing on demographics and lifestyle. The report then delves into various marketing strategies, including online marketing through social media and website optimization, email marketing, seasonal marketing, and offline marketing integration. It emphasizes the importance of responsible web design, content creation, and Search Engine Optimization (SEO) to enhance product visibility and customer engagement. The report concludes by summarizing the key findings and recommending effective approaches for successful smart watch marketing campaigns, emphasizing the need for a strategic and multifaceted approach to reach the target audience and achieve marketing objectives. The report also includes a list of references to support the findings.

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Introduction
Marketing strategies are highly essential to cope up in the highly competitive and
dynamic business environment. The strategies enable the business organization to attain the set
objectives for the product in the market. The purpose of this report is to provide detailed
description of the product smart watch, its uses and target market segmentation. Further, it
provides detailed marketing strategies for the smart watch in the market.
Analysis and discussion
Product description
The smart watch is a small wearable device that can be worn by the people for styling
purpose. The smart watch looks like a time keeping device or a wrist watch. The smart watches
are Bluetooth enabled and have all the capabilities of a smartphones. It provides updates of the
applications of the smartphone directly on the watch (Bruijl, G.H.T., 2017). The smart watch not
only provides time and dates but also other details such as weather, news updates, missed calls,
and text messages. The utility of the device is that it saves time of the consumers and it can be
easily handled. The Smart watch comes with special features such as waterproof and dustproof
hence, this is highly suitable for the adventurers and travelers (Bruijl, G.H.T., 2017). The
consumers can wear the watch’s interface to initiate and answer phone calls from the smart
watch; they can listen to music, and get text messages. They are standalone devices and purpose
specific. The smart watch have their own applications which provide relevant information such
as tracking data, heart rate and giving directions to the consumers (Kim & Shin, 2015).
Functions of the smart watches

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The watches provide instant notifications to the consumers instantly. The consumers are instantly
able to get notifications and messages without having to open their smartphone devices. This
device is highly beneficial for the bikers, joggers and other travelers who are engaged with daily
busy schedules (Pappas, 2016). This device is to ensure comfort and style for the consumers.
Media management: Through the smart watch, the consumers are able to use it as a smartphone.
The consumers just need to pair it with the smartphone devices and use it as an iPod. They can
easily operate the media applications with the help of smart watches (Ottman, 2017).
Manage calls: The calls can be answered and initiated instantly through the smart watch. They
can answer the messages through voice. The smart watch run on Android OS and supports voice
detection (Malar, P.J.M.A.J., 2016).
Fitness tracking: The Smartphone device has fitness tracking systems. There are applications
like heart rate monitor and pedometers which enable the consumers or the users to keep a track
of their workouts and monitor their health. This device is useful for the gym goers and the fitness
conscious people.
GPS: The smart watch is GPS enabled, which facilitates the user to track their location or
receive a location specific alerts (Kim & Shin, 2015).. Moreover, the smart watch device is
supported with a good battery life. It can go for two to three days with a single charge.
Target customer segmentation
The smart watch device is targeted to the customers between the age group of 18-40
years. The product is primarily targeted for the consumers having a busy life schedules such as
the office goers, the travelers, sports persons and joggers (De Pelsmacker et al., 2018). This
product relieves them of carrying smartphone devices every time they move. This product is

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highly useful for the active users and the travelers (Felix, Rauschnabel & Hinsch, 2017). The
product is also targeted for the young consumers who look of stylish wearable and are tech
savvy. This smartphone device is specifically designed to replace the traditional wrist watches
and the smartphones. It is a support device for the smartphones.
Marketing strategies for the product
Online marketing – With the development of technology and digital advancements, there are
new forms of marketing emerging in the industry. The product can be marketed online through
various social media platforms and sites (Gupta, 2015). It is considered as one of the most
appropriate strategy for marketing the product among the target customers. The marketers need
to focus on building attractive websites to increase traffic on the websites (Gupta, 2015).
Email marketing- The product details and descriptions can be sent directly to the consumers to
influence them to make a purchase (Malar, P.J.M.A.J., 2016). Email marketing must have an
effective call to action to influence the customers to purchase their products instead of the
competitors’ products.
Seasonal marketing – The marketers can implement seasonal marketing to market its products
and services to the customers. Seasonal events are considered to be the best ways to meet new
consumers and promote its products. Seasons are essential to consider for an effective marketing
strategies (Ottman, 2017).
Offline marketing – There must be new ways of integrating offline marketing with the new
technologies in order to engage with the customer experiences.
Responsible web design- The marketers must focus on developing effective web designs to
attract the customers. The content provided in the websites must be information, relevant and

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attract to retain the customers and attract new customers on the websites. Marketers today
concentrate highly on the web designing and web content (Pappas, 2016).
Search Engine Optimization (SEO): It implies getting a higher rank on the search engine results
page. The product based advertisements can be placed in terms of product listing ads and pay per
clicks (Saura, Palos-Sánchez & Cerdá Suárez2017). The marketers must take initiatives to
increase the visibility of the product offerings to the target audience and positively influence the
customers to make a purchase.
Conclusion
The report has provided detailed description of the product, its features, and its value to
the customers. The report has identified the target market segmentation for the product and the
customers for whom the product will be most useful. As per the product planning, the smart
watch is targeted to the tech-savvy consumers, the sportsperson, and the travelers. The report has
provided the marketing strategies most suitable for marketing the products to the customers.

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References
Bruijl, G.H.T., (2017). Tesla Motors, Inc.: Driving Digital Transformation and the Digital
Ecosystem. Inc.: Driving Digital Transformation and the Digital Ecosystem (October 14, 2017).
De Pelsmacker, P., Van Tilburg, S. & Holthof, C., (2018). Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72, pp.47-55.
Felix, R., Rauschnabel, P.A. & Hinsch, C., (2017). Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Gupta, S., (2015). Digital Marketing. McGraw-Hill Education.
Kim, K. J., & Shin, D. H. (2015). An acceptance model for smart watches. Internet Research.
Malar, P.J.M.A.J., (2016), March. Innovative digital marketing trends 2016. In 2016
International Conference on Electrical, Electronics, and Optimization Techniques
(ICEEOT) (pp. 4550-4556). IEEE.
Ottman, J., (2017). The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Pappas, N., (2016). Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Saura, J.R., Palos-Sánchez, P. & Cerdá Suárez, L.M., (2017). Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76.