IMCO 341

Dr. Patwardhan
24 September 2021
Hindman, Hinson, Speranza, Stansell

SWOT Analysis

Strengths Weaknesses
 Creates products that are simple to  Extremely competitive industry (wearable
use technology)
 Elegant technology and  Industry is quickly growing and
appearance in products developing 
 Products aid in reducing  Multiple other large companies with
complexity in lives of users similar products (Samsung, Fitbit etc.)
 Is a humane brand  Other companies produce very similar
 Sincere connections with variants of theirs 
customers  High prices
 Associated with cutting edge and
with high-quality content
 Consumer perception of superior
quality
 Brand is so ubiquitous the world
seems to revolve around it at times
 Effective advertising

Opportunities
 The market size is projected to
grow by 2026 the worth has the
ability to double in 4 years.
 Creating a new sophisticated
display that can be individualized,
with growth in tech   
 Further develop functional aspect
like fitness and health of the wrist
wear
 Adding functions to the wrist wear
that lets the user easily connect
with people.
 Growing their market share
beating their previous share of
35%
  The wrist wears battery life could
be improved
Threats
 Improved technology by other
companies
 Increasing price range
 Limitations compared to
companies selling at lower prices
COVID-19’s effect on sales and
labor
 Lawsuits because of property
claims, the replacement of devices
and slowing software after updates
Strengths Explanation: 
Apple creates products that are relatively simple to use, as one example of its strengths:

this feature has allowed for apple products to appeal to a large demographic as those relatively

unfamiliar with the technology in years prior may yet learn how to use it effectively. This is

important in that it allows for more universal consumer appeal. The elegant tech and appearance

creates an interest in buyers as well, and the products reduce the complexity in the lives of their

users in that they allow for ease of social interaction and of use of the day’s time. This is

important in that it allows for the brand’s import in the daily lives of its customers. Apple is a

humane brand, and forms sincere connections with customers by connecting to them in its stores

and in the online spaces related to their products. This is important because it allows for a “face”

to the brand. Apple’s ads allow it to be associated with the cutting-edge and with superior

content, as do the use of its products online in the creation of quality content, which lends itself

to the perception of superior quality, important in that it facilitates positive concepts of the brand.

The brand’s being ubiquitous is demonstrated in that it is catered to in a great deal of online

content, important in that it establishes the brand as a major “player” in the technological field,

and its effective advertising establishes it further in the mind of its consumers.

Weaknesses Explanation:
Apple is a powerhouse when it comes to technology and sales. With that being said, they

are selling in one of the biggest industries of all time, technology. Specifically wearable

technology. As stated in the brand analysis, the biggest competitors for the Apple watch include

Fitbit, Samsung, Garmin, Sony corporation, HTC corporation and more (Wearable). 

Statistically, “Apple controls about a 49.7% share of the global smartwatch market. The

company is the clear leader in the market. Samsung, the closest competitor, only has a 13.4%

share. Fitbit (NYSE:FIT), which agreed to sell itself to Google for $2.1 billion, controls an
11.3% share of the smartwatch market” (Gupta). Apple must campaign carefully as it ranks so

high in popularity and success. 

Apple is so popular and successful that it would be a risk to ever change anything

significant about their branding. If they feel it's needed for competitors the risk is backlash from

customers who are comfortable with what Apple is right now as a brand. 

Although an essential these days, some still view the brand of Apple as a luxury brand.

This may be considered a weakness as people may be compelled to choose a cheaper less

mainstream brand for their watch. 

Opportunities Explanation:
Apple is a very popular brand when it comes to most of the products they offer especially

for wrist wear. As seen from the SWOT analysis above the market share that Apple is a part of is

projected to double in the next 4 years. If Apple focuses and applies new designs and features the

brand could grow their market share even more. Since Apple is all about connecting users and

the functionality of the gadgets they sel, the brand could continue to improve the design and

features offered on the wrist  wear. In the process of updating the design and features of the wrist

wear if apple could create a new sophisticated display that can be individualized to each user

while continuing to grow the technology aspect with incorporating health, fitness, new ways to

connect to others, and improving the battery life on the device it could really help further the

company in its efforts. 

Threats Explanation:
COVID had a large impact on Apple at the start, affecting labor and sales due to stores having to

close, lack of public interaction in in-person stores, and quarantines. Apple was able to actually

raise sales by the end of 2021, but COVID uncertainties in the future still can hold hidden threats

and obstacles to the companies. Apple has also dealt with a decent number of lawsuits recently
and over the years that have harmed their reputation- one large lawsuit they paid due to slowing

down phones after updates and new releases. That lawsuit was in early 2020 but one many still

remember because of the large impact on Apple’s reputation and older phones. Apple’s steep

price range also limits the amount of people that can buy their product- and while they’re

targeting a wealthier group, that gap leaves room for knock-off companies or cheaper ones to

grab those customers. 

 Creative Brief: 

Client:  Apple                                              Agency: Hindman, Hinson, Speranza, Stansell

Brand:  Apple                                             Campaign deadline:  22 October 2021                  
 
1.   Why are we doing this campaign?(specific campaign objectives)
 
Our campaign objectives are to sell more Apple watches and to create greater interest in our
product.
 
2.   Who is our target audience? (audience profile)
 The target audience is individuals in the age range of 25-45 from steady-income families.
Apple’s target audience is open to all genders with minimal knowledge on how gadgets such as
wrist wear works. Along with 25-45 year olds in the market for wrist gear, another targeted
audience is in the athletic category. The athletic and health conscious market is targeted by the
features offered on this gadget. The functions of tracking heart rate, breathing, steps, and so
much more establishes our product as being ideal for these audiences.
 
3.   What is the key consumer insight?(core TA motivation/need relevant to campaign)
 
 The key consumer insight is that our core target audience motivates those with steady incomes
and families desire to be healthy makes me happier and anything that lets me achieve that goal
is a benefit. 
 
4.   What is/are the main propositions/offers?(core message/s or offers)
 
 The main proposition of our Apple watch ads will be that our watch can help you to better
manage your health which in turn will help you to be a happier person. 
 
5.   What is the convincing support for the claim?(credibility of the offer)
 
We will explain to consumers that many studies have been done that link health to happiness.
The Apple watch has many apps that can help you with health and tracking health, therefore
leading to a happier life where fitness is made easy. 
 
 
6.   a) What is the core brand positioning? (what does our brand stand for)

Apple stands for creative freedom and power. Customers who use Apple are provided with the
power to easily create and empower themselves. 
 
 
       b) Personality?(of brand)

Apple is welcoming as it is simple in its ad appearances as well as the appearance of the

devices themselves. They are classy and user inclusive.

       c) Tone of voice of the campaign?(how we plan to talk to audience)

We intend to be inclusive and relatable. Health can be hard to fit in so the Apple watch is there
to make it easier and simpler.
 
 
 
7.   Any mandatories?(client or media or creative etc)

    Apple has built their marketing around their watches as items that fulfill or help an individual
reach a "creative" and "active" lifestyle. This creativity and activity that Apple pushes so hard in
their commercials and marketing plays a large role in their brand.
 Work Cited

Gupta, Ruchi. “Apple's Smartwatch Business Soars, Competitors Fall Behind.” Market Realist,

……….10 February 2021, https://marketrealist.com/2020/02/apples-smartwatch-business-soars

……….-competitors-fall-behind/. 17 September 2021.

“Wearable Technology Market Size, Share & Trends Analysis Report By Product (Wrist-wear,
………....Eye-wear, Head-wear, Foot-wear, Neck-wear, Body-wear), By Application, By …..
…...Region,.And Segment, Forecasts, 2020 - 2027” Grand View Research. Market Analysis …..
…...Report,..June 2020, https://www.grandviewresearch.com/ industry-analysis/weara   
………..ble-technology -market. 16 September 2021.