Executive Director: Hello! Welcome.

We have gathered here to discuss the development and

launch of smartwatches moving away from analog watches. 
Marketing Head: Why are we launching a smartwatch when there is a whole market of
smartwatches already existing?
Finance: I only know of two or three brands of smartwatch. What other products are
available?
Marketing: There are so many smartwatches including Apple, Samsung and redmi as the
major players in the market. These are products of phone companies and smartwatches have
already taken features from these smartphones. Apart from that, there are also several other
smartwatches of different brands.
Executive: Yes, and besides these products, there is a flourishing industry of fitness watches.
Executive: As a result of so many players in the market there is a very strong competition
based on price, features, and reviews, among the current manufacturers.
Executive: If there are so many competitors then why are we moving away from our
signature product and towards a new market that could be highly risky?
Marketing: Yes, the market is highly competitive but there is also a huge demand for
smartwatch. Six months back we surveyed to gauge the buying patterns of smartwatches and
try to foresee the future trend.
Executive: What was the scope of the survey, number of participants and target audience?
Marketing: The scope of the survey was to gauge buying patterns and the rising popularity of
smartwatches. We covered 150 people including youngsters, working professionals, athletes,
fitness fanatics, etc. from universities, gyms, and offices.
Executive: So, what were the results of the survey?
Marketing: We saw the growing popularity of smartwatches in youngsters and a changing
trend of working professionals and athletes from analog watches to smartwatches and fitness
gadgets. As per the latest forecast of the economist, analog watches will only be restricted to
a niche market by 2022.
Executive: Yes, a lot of my friends have switched to smart-fit watches because of the rising
trend of health and fitness. People now are more conscious about what they are taking, along
with their calorie count. 
Finance: I would like to comment
Executive: Please, go ahead.
Finance: I believe the future belongs to sustainability. Can we incorporate it into our product?
Executive: That is a brilliant idea. Ms. Zunaira, I would like your input.

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Creative: Two years back, a research study was published of powering up watches and other
gadgets from solar energy. We can incorporate a micro solar cell on the watch which could
power it up. 
Executive: How would you incorporate a solar cell in a watch? I believe they require high
surface area, are heavy and need battery storage.
Creative: You are right, they require large surface areas to power up larger gadgets. For a
watch, we need only 4 – 20 million amperes. There are smart solar cells that require lesser
area and have inbuilt battery storage. 
Executive: How long will the solar would require to be exposed to the sun to power the
watch?
Creative: 2-3 hours per day.
Executive: 2-3 hours is too much. Ajlal what do you think?
Marketing: 2-3 hours is impractical. No one stays in the sun for this long.
Finance: We barely leave the offices during the day. 
Executive: We need something concrete. More ideas please Ajlal?
Marketing: Since we discussed solar, Zunaira is there a way we can use heat energy as well
due to the rising fitness trends?
Creative: yes we can derive heat energy from body movement. 
Marketing: that is a great idea, this can be a competitive advantage and could lead to
attracting more customers.
Executive: product innovation has been our core competence and this project would require
effective marketing strategies to create a unique position in the market of watches with
innovation and sustainability.
Creative: we can even incorporate colors that change with the mood of the person.
Marketing: are you talking about artificial intelligence?
Creative: yes it's an AI feature and it changes according to the mood of the person. It gages
the mood when it touches the human body for example, if a person is angry, the color of the
dial can change red.
Executive: Adding this feature would require some cost. Can you elaborate on how much it
would cost?
Creative: Purchasing a license and services would require 2 million approximately to begin
with.
Finance: 2 million is only the starting cost. It does not include the infrastructure cost and
application cost. I believe this would cost us a fortune.

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Executive: let's stick to our initial plan and not include AI. What is our total budget Usama?
Finance: We have only 80 million for this project-based as we built this amount for this
year’s business plan of new project.
Marketing: We need more budget keeping in view the product specs and target audience.

Director: Mr. Usama Can we take a budget shift from approved OPEX this year?
Finance: I would have to check. Most probably we would have to stick with it.
Executive: Find a way to raise the budget up to 100 million. I am certain that you can do it.
Finance: On it sir
Executive: let's move on to the product design. (Addressing both the creative head and the
marketing head) What design is currently in demand? Round shape, square or oval?
Marketing: There is a high demand for round and square shapes since our current product is
round. I would suggest sticking to our signature round shape dial.
Creative: Agreed. Sticking to round would save costs. 
Executive: I would like your input on strap designing as well.
Creative: We have several options for the strap including metal, fabric, rubber, synthetic
fiber, resin, rexine, and leather. 
Marketing: Since our target market is an energetic and athletic oriented group. I also want it
to be heat resistant, water-resistant and shock-resistant. Therefore it has to come with a
rubber strap. The dial would be light stainless steel. For colors, we must stick with two
neutral colors black and white and the rest neon high visibility colors.
Executive director: We are making good progress. Keep it up. 
Creative: The rubber would be made up of Isoprene which is a colorless liquid and obtained
in the processing of petroleum and coal tar.
Executive: When deciding on the material we must be mindful of two very important issues. 
 The material must not harm the person wearing the watch. I need the creative head to
ensure that the material would not in any way cause any sort of harm. 
 The product is neither very expensive nor very low priced. It has to be reasonably
priced so that it is affordable for the masses.
Creative: Then rubber is best suited for the product.
Marketing: I agree rubber is better than the alternatives.
Executive: Mr. Ajlal. Give me a complete breakdown of the marketing plan?

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Marketing: Our primary target market is highly active, millennials, fitness fanatics, and
health-conscious belonging to middle, upper-middle, and upper class. 
Executive: How are we making the brand image?
Marketing: Customers can immediately relate to our product due to our economical prices
and quality.
Creative: we can start with interesting tag lines that leave an ever-lasting impression on the
minds of the people.
Marketing: I have a few tag lines in my mind. For example: watch it.
Finance: Time is gold.
Creative: time is the new sport.
Marketing: time that lasts.
Finance: Time changes everything
Creative: your wrist in good time.
Executive: I like it. Your wrist in good time.
Marketing: okay this tagline is final.
Executive: We should talk about packaging now?
Marketing: the style will not deviate from our signature boxes. Customers will get the usual
feeling of luxury.
Creative: we can even emboss the name of the company on the box or digital print it.
Marketing: It’s a great idea. That will give a classy look.
Executive: What will be the color of the box?
Marketing: I suggest we go with Navy Blue and Black
Executive: Great then, what prices should we be offering. Usama?
Usama: Our price would be based on the COGS, selling and marketing expenses. The current
COGS is 2000 rupees per unit. Selling and marketing is Rs 600. We will have to ask Mr.
Ajlal, about the expected COGS of the product with new features.
Marketing: The new product would take 6000 COGS per unit to produce. After adding
3000rs of marketing and selling. The total cost amounts to 9000rs.
Finance: That leaves us with a profit margin of 6000.
Executive: It means our selling price would be 15000 rupees approximately.
Executive: What would be the expected timeline?
Creative: Equipment required for manufacturing the product would require 8-10 weeks after
the placement of purchase order. Furthermore 2 weeks for commissioning the equipment.
Solar cells require 6 weeks lead time. Importing straps would require 3 weeks. Packaging

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boxes would require another week. After all the raw material arrives only then production
would begin.
Executive: Mr. Ajlal, how are we bringing the product in the market? 
Marketing: Initially there will be a launch event for we will extensively advertise.
Executive: What kind of advertising would it be?
Marketing: Normally there are informative and persuasive types of advertising widely used.
But I believe the Informative type would suit us more because of our market presence.
Executive: Have you locked a budget yet? What do you think should be the advertising
budget?
Marketing: Well it depends on advertising frequency and product sustainability. Since our
product is a new addition to the wristwatch market, I believe we would have to spend heavily.
Executive: What should be our advertising campaign?
Marketing: Well we should focus on the big idea i.e. sustainability and fitness in a
conventional wristwatch. We continue our tradition of customer satisfaction and trust by
connecting with our customers through our emotional bond. 
Executive: What medium should we use?
Marketing: We would use ATL, BTL, and digital marketing. For ATL, we would use the TV
and radio. BTL would cover execution in shopping malls majorly. Our Facebook and
Instagram pages would cover the social media presence.
Creative: If we are covering malls, are we also covering other place advertising like
billboards?
Marketing: Billboards can be effective but they are also very expensive.
Creative: Are we not going with print media? Banking all our hopes on TVCs with a new
product would work?
Finance: I too believe, newspapers work effectively for a country like Pakistan especially for
the retail market.
Marketing: TVCs are one of the most powerful medium as they are interactive and can create
a brand persona where print can’t. For a new product like ours, I’m certain that we can do
more with TVCs than print as we can’t do both because of limited budget.
Finance: Please keep budget constraints in mind. I would like to have a look at your financial
sheets.
Marketing: Definitely, we would keep you in the loop.
Executive: Ms. Zunaira, you should also pass on your calculations to Mr. Usama.
Creative: Right sir, I would be passing the received quotes.

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Executive: Great then, it is settled. Who would be the face of the campaign?
Marketing: Since our product is targeted for sports fanatics, fitness freaks, and health-
conscious people, I suggest we should choose a celebrity covering all these aspects.
Creative: How about Shahid Afridi?
Finance: No, he is old. It should be Babar Azam.
Marketing: Why are we only considering cricketers? It could be anyone.
Finance: We as a nation love cricket, I think that could be a reason.
Finance: What about Mr. Irfan Manna Jutt from Kabaddi Team Captain?
Marketing: We are targeting fitness and health-conscious people. Not sure how would he fit?
Executive: Mr. Ajlal, what do you propose?
Marketing: I propose, we should go with Amir Khan. Boxer. He is popular around the world
and has been doing campaigns in Pakistan.
Executive: Okay, does anyone have anyone else in mind?
Creative: I like Amir and I think he will be the best match.
Executive: Amir is fine. Let's talk about the timeline. What is the total timeline of the
product? 
Marketing: Sir, it would almost take 6 months.
Executive: Make that 5 Mr. Ajlal.
Marketing: okay Sir.
Executive: Our launch date would be 29th July 2020.
Marketing: Sir, are we going to discuss the alliances in this meeting?
Executive: Of course we have to because growth cannot be achieved without alliances. We
must get into an alliance with household names and international brands if possible.
Marketing: I have a few alliances in my mind. First, we will partner with local gyms, then we
will also have to forge alliances with cafes. To cover international alliances, we can partner
with multiple international brands including Charles and Keith, accessorize, etc.
Executive: Have you considered possible risks and drawbacks that come with such alliances?
Marketing: We have thoroughly checked for all the possible risks that are attached to such
alliances,. All of these names are highly reliable and credible in the consumer’s mind and
therefore the risks are almost negligible.
Creative: Would these alliances be sufficient to attract the customers or would we need more
strategic partnerships?
Executive: What do you have in mind? 
Creative: I propose pricing collaboration with daraz, yayvo, and Alibaba.

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Executive: Not bad. Mr. Ajlal, what do you think?
Marketing: These alliances are worth considering but I would have to look into that before
giving any affirmative.
Executive: Ms. Zunaira would our existing customer care center be enough for this product?
Creative: I believe our existing infrastructure and facilities would cater to after-sale service
support. I am hopeful, we would not need any extra finances for that, however, and I have to
check with our tech support team.
 Finance: After-sale service is very important because a few years ago an upset customer had
filed a case that cost us millions. We cannot afford a similar situation.
Creative: That was very unfortunate, it would not happen again. Our customer sales service
staff has been appropriately trained to deal with tricky situations.
Executive: I think that would not happen with our new customer relationship management
portal in place. How is our CRM portal coming along?
Creative: IT team has successfully tested the portal, they will go live in the next two months.
Executive: Fantastic. Would anybody like to add anything?
Everyone: No
Executive: So let's summarize what we have already talked about today. Ms. Zunaira, please
explain the design, color, features, packaging and production timeline of the watch that we
have discussed.
Creative: Our new watch will derive heat from body movements keeping in view the
sustainability. The dial of the watch will be round shaped like our signature watch with a
rubber strap. The rubber of strap would be made of Isoprene that is safe to use. The colors of
the strap will be black, white and neon which glow with intensity. The packaging style will
not deviate from our signature box that has the luxury feel and colors of the box will be navy
blue and black. Production is expected to begin in mid of May 2020 after importing all the
machinery and raw materials required.
Executive: Thankyou Ms. Zunaira. Mr. Usama, please tell us about the financials and price of
the watch.
Finance: According to our discussion, I will raise this project’s budget from 80 million to 100
million. Total expected cost per unit is Rs 9000 which includes COGS that amounts Rs 6000
and marketing and selling expense that amounts Rs 3000. Our selling price would be Rs
15000 with a profit margin of Rs 6000 per watch.
Executive: Thank you, Mr. Usama. Mr. Ajlal will now tell us about the marketing strategy
and launch of the watch.

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Marketing: Thank you, Boss. Let me just sum up the overview of what we have discussed.
Our target market is the energetic and athletic oriented group that belongs to the middle,
upper-middle and upper class. To attract and create an impression, we would use the tagline
‘your wrist in good times’. There will be an advertising campaign that would focus more on
TVCs as they help in creating a brand persona followed by other ATL, BTL and digital
marketing. The face of this campaign will be Amir Khan. There will be a launch event and
the expected launch date is July 29th, 2020.
Executive: Great. I think we have covered enough. If anybody has more ideas, we can discuss
them in our next meeting which is scheduled in two weeks. Thank you.

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