Marketing Plan
Market Analysis
Customers' behaviour
Survey analyse
On the 210 people that have answered our survey, 66% are women and 34% are men. The majority of the questioned people are 18-25 years old. So the majority of them are students (75%). 93 % have a smartphone. Concerning the brands, 41% have a Samsung, 34% have an Apple, 6% have a Huawei, 5% have a Sony and 3% have a Wiko. The others 16% have another brand (LG,...).Concerning the smartwatches, 96% don't wear a smartwatch. So it is rare that people have a smartwatch, it is a new market. 54% say that they would not be interested in buying a smartwatch. 61% would use a smartwatch for sport, 55% would use a smartwatch like a normal watch, 28% would use a smartwatch for professional activities, 25% would use a smartwatch for their health.The applications that interest them the most in a smartwatch is of course in the first place the hour. Then, they are interested in knowing the number of steps or calories burned, then for reading the SMS's, then measuring their heart frequencies, then receive the smartphone's notifications, then use of the alarm clock. Few people are interested in the measure of sleep quality. 80% of the people would buy a smartwatch in a shop, and 32 % online.For the price, 27% would buy a smartwatch at a low price: 30-60euros. 89% would buy a smartwatch at 30 to 160euros. A minority (11%) would buy it at more than 160 euros. The majority of people consider that the design of a watch is important.
74% would wear their smartwatch every day, 23% only for sport and only 2% would wear their smartwatch during the night.
We can notice that people say that are not influenced by ads on paper, on television or on social networks to buy a product. The satisfaction of the brand is more important according to them. The recommendations of a friend is even more important than the recommendations of a seller.
The quality is really important to be satisfied of product, then the design and the customization. The price is quite important but the loyalty program are not important to them.
If people are satisfied of a brand, 77% would buy new models more developed of this brands.
80% would be interested in buying a smartwatch cheaper than an Apple watch or a Gear and if this smartwatch is compatible with the brand of their smartwatch.
Graph Since we lacked information about customers’ behaviour, we had to make a survey to understand what they like and don’t, what they expect… We put online this survey between 11/04/16 and 22/04/16. We made the survey in English and French to have as much participants as possible in that short time.
Designs of Mykronoz:
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38% are interested in the design of: Ze splash²
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36% are interested in the design of: Ze bracelet ²
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34% are interested in the design of: Ze circle swarovsky
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30% are interested in the design of: Ze circle (plate)
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26 % are interested in the design of: Ze clock
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26% are interested in the design of: Ze watch ²
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20% are interested in the design of: Ze splash
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15% % are interested the design of: Ze phone
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15% are interested in the design of: Ze fit
We noticed that older people (50 and more) favour watches with big screen because of their decreasing eyesight.
Here are some reasons for which people would buy a Mykronoz watch: They would buy these smartwatches mostly because they like the different designs and because the prices are affordable. However the quality is very important. Therefore they like the compatibility with IPhones and Samsung.They would be also interested in these smartwatches because of the good reputation of Swiss brands for watches.
It is also practical for sport activities because we can check our heartbeat. Some says that they like smartwatches because they are easier to wear than smartphones. The good autonomy of the battery and the performance are also important criteria.
74% Some people say that the ads are important to make them buy a smartwatch with the advice of a friend. Some are curious to buy a new product and discover another brand. The willingness of the manufacturer to differentiate from the competitors is important. For the sake of pride and of freedom, the need to distinguish from the others consumers of smartwatches of Apple and Samsung is important.
This information will help us a lot for the segmentation of the market.