Marketing Plan
Marketing strategy
Targeting
We have decided to focus on people aged between 18-44 years old. In fact, this is the category of age with the higher rate of smartphone ownership. The majority of these persons has a smartphone and is connected. This category includes students, employed and unemployed people. We will mainly target people of Western Europe, North America because these continents have a higher penetration rate of smartphones. Moreover, we have decided to target Asia, because it is a market with a great potential although the penetration rate of smartphones is not as high as for Europe and America.
We decided to focus on the impulsive customers. Since there aren’t many people yet interested in buying smartwatches, we need to attract knew consumers. Therefore, we should avoid the comparator who thinks a lot before buying and will more likely go for the already well-known brand.
We have then the choice between impulsive and thrifty. According to many studies, the impulsive purchases rate is increasing. Therefore impulsive consumer are our perfect new target. They will be attracted by the design and it will be their first watch. So we will have to make them satisfied, addicted to our brand.
In conclusion, we have 2 segments the 19-25 years old impulsive and the 26-35 years old impulsive.