MARKETING MANAGEMENT 1 – PROJECT

Apple Watch And Nothing Phone

GROUP 5
22PGP034 Rohit Patwa​​
22PGP023 Dipanwita Banerjee ​
22PGP062 Shelem Minz​​
22PGP028 Ankita Kumar​​
22PGP007 Shreya Ranjan​​
22PGP316 Ashish Kumar Singh​​
22PGP011 Anvesh Theerdhala ​
22PGP016 Alankar Ghorpade ​
The 4Ps for Apple Watch and Nothing Phone
Apple Watch Nothing Phone
• Product • Product
• Price • Price
• Promotion • Promotion
• Place • Place
Situation Analysis
Apple Watch Nothing Phone

Economic Political Economic Sociological

Socio- Technologica Technologica

cultural l l
In India , there were more than 300 models of smartwatches sold this The strategy of creating all those hypes, the market positioning
year and around there were around 50 new launches. Consumers seemed to be a good factor for the introduction of the phone to seek
have option to choose from different models based in features such out the attention in the market. Good story telling combined with
as dial size, display form etc. From this point of view , technological good product with good price won favor for this product. It is a fact to
factor plays a critical role in the situational analysis of Apple watch. remember that Nothing is just a year and a half old Company, and it
announced its second product and very first smartphone. That alone
is remarkable.
Current Target Market (Consumer Profile)
Apple Watch Nothing Phone
Vision and Backstory: Vision and Backstory:

• Apple wanted to make a device that allows people to wear a • A new way to communicate. Seamless & Elegant design, they
computer on their wrists. mentioned in the launch they want to move out of “mundane”, a
• Apple Watch is demographic, with customers aged between 20 fresh breeze to the sleepy industry with the USP- Cosmetic &
and 45 being at the centre of the targeting. Aesthetic Design Makeover.
• People who like high customizations are willing to make style
statement! It is also expected that these customers are high Diving a little deep on the consumer profile
earners (The luxury customer segment) and thus can afford to
buy latest versions of the gadget. • Mid-range buyers, positioning itself as a competitor to One Plus
brand with a fresh aesthetic design, one who appeals for apple
Diving a little deep on the consumer profile however can't afford the same, True Wireless Stereo (TWS)
category.
The Hermes version of the Apple Watch is targeted at customers
who care about designer accessories, while the collaboration
with Nike is intended for clients that are fitness oriented.
• The writing style is associated with capturing attention through
short slogans.
• For example, the slogan ‘Stand out. Stand proud’ is used
for attracting LGBT+ customers and encourage them to buy a
Pride Apple Watch band.
Customer Needs
Apple Watch
Most Important Need: "HEALTH"
• The most important need that the Apple watch satisfies is that it
helps users track their fitness.
• It tracks all the daily activities, keeps the consumer updated about
heart rate, blood oxygen levels, generates ECG.
• Helping people stay on top of their medications, protect their
hearing from loud sounds and get reminders to wash their hands.
Secondary Needs:
• Apple Watch being water resistant is perfect for swimming and
surfing.
• It can detect if a person is in a severe car crash and automatically
connect them with emergency services, provide their location and
notify their emergency contacts.
• With Maps, they can find driving, walking, transit or cycling
directions to wherever they’re going to get a tap on the wrist when
it’s time to turn.
Nothing Phone
Most Important Need: "AESTHETICS OF THE PHONE"
People looking for an aesthetic look in the phone, and their need is
being satisfied by Nothing phone.
• It has a Glyph interface and a transparent body with 900 white
LEDs configured to work as notification lights, which covers the
physical aspects like the camera module and the wireless
charging cable.
• The reaction of the Glyph interface to ringtones, battery charging
indicator, Google Assistant, etc, is completely customizable.
Secondary Needs:
Other needs being satisfied by this phone are the additional
requirements which includes:
• Wireless and reverse wireless charging,
• Gorilla Glass 5 protecting the front and back,
• An in-display fingerprint sensor and dual stereo speakers sound
great.
Consumer Decision Journey
Apple Watch Nothing Phone

• Most of Apple Watch buyers select it because it represents as a • Mobile buyers of mid-range smartphones have a lot of
social status. alternatives in terms of buying e.g. OnePlus, Samsung, Xiaomi,
• Points of Differentiation, i.e., the characteristics of a product or etc.
service that distinguish it from competitors • But the faith of the tech enthusiasts in the name of Carl Pei,
Crack resistant, currently CEO and co-founding member of Nothing phone, who
Temperature sensing, also was a co-founder of OnePlus, makes the Nothing phone a
Generating an ECG, preferred choice over a mid-range smartphone.
Crash detection, • Also, its distinctive appearance, i.e. LED lights at the backside
Swim proof adds a Point of Difference to the offerings to the buyers than
• These PODs apart from POPs make the Apple watch a market other phones.
winner.
• Customers are loyal to the Apple brand which makes an apple
product a preferred choice
• Apple has created the ecosystem and it does not design it
around a single device. They design products around the
ecosystem. This makes the consumer easily work with Apple
products. Furthermore, Apple does not market the ecosystem
overtly, but subtly.
Suggested Improvements

Apple Watch

Nothing Phone
Thank You!