Marketing mix, Apple Watch, connected watch industry, smartphones, touch with the outside world, France, Nike, Apple Watch Hermès, Apple Watch Edition
The connected watch industry has taken a big leap forward over the past ten years. Indeed, if only a few hundred units were sold in the 2010s we are now witnessing a real revolution launching the production of these watches to several million per year.
Consumers are more and more connected to the outside world and, we could also say, better and better. Smartphones are more and more efficient, and manufacturers no longer hesitate to offer the full panoply of accessories that go with them, including the famous connected watches.
[...] There are hundreds of TV shows or threads where actors are seen using an iPhone, a Mac or an Apple Watch. E. Customer Relationship Apple pays special attention to customer service because it is fundamental to building customer loyalty. The after-sales service is relatively efficient, which allows the brand to maintain a high level of satisfaction compared to other brands. Above, we talked about the customer experience through the design of Apple stores that are nothing like other sales areas of other brands. [...]
[...] Indeed, the group's marketing is based on the value and the luxury side of the product, and this is what tends to justify a high price. The strategy is exactly the same for all of the brand's products. The company sells its products with significantly higher margins than its competitors. Even if Apple offers customers higher prices, the group knows that the products will sell anyway, which gives them a fairly powerful advantage, despite the competition. The numbers speak for themselves; Apple Watches are among the most expensive watches in the segment, along with a few other brands, and yet they are the top-selling ones in the world. [...]
[...] Glass facades, translucent stairs, everything is done to transport the customer to another dimension and thus create a unique shopping experience. As far as retailers are concerned, Apple imposes very strict conditions with guidelines aimed at making sales areas look like Apple Stores, hence the desire to position products in a specific location and not to mix them with other products. D. Communication/Promotion Product promotion is essential for the group, but above all, it is about very clean communication. In a style that is as simplistic as possible, Apple wants to convey the message that is easiest to remember while creating a need among consumers. [...]
[...] Apple Watches are also highly customized either internally with the ability to change wallpapers, fonts, etc., as well as externally, with many protective cases and bracelets available, some of which can be very luxurious and, therefore, very expensive. B. Price Apple Watches are high-end products, with prices that are bound to be felt by the consumer. Series 3 are the cheapest, with prices starting at 229 euros. Series 5 starts at 449 euros, the same goes for studio duos and Nike. As you might expect, the Hermès is much more expensive, with prices starting at 1,349 euros. The Apple Watch Edition starts at $849. The prices then increase according to the characteristics and other options requested. [...]
[...] Apple Watch Apple leads with its Apple Watch, which has sold 7 million copies in France since its launch, and 22.5 million worldwide, placing it far ahead of its competitors. D. The Marketing Mix In this article, we will talk more about Apple Watch by taking a closer look at the elements of the marketing mix. We will, therefore, first see the product, price and distribution policies. We will continue with the customer relationship analysis, the sales process and finish with the physical evidence, which helps highlight all the elements of Apple Watch's success in the segment. II. Marketing Mix for Apple Watch A. [...]
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