Market Analysis Summary

The purchase of mid-level and high-level Apple smart watches has increased 16% Year on
Year compared to last year in India. We expect the sales to continue growing, and to
capitalize on this ever-present market for watches - people will always need and buy watches.
4.1 Market Segmentation
The market segmentation is divided into the leading target markets. The division reflects the
differences in marketing strategy that will be used to target each different market.
 The generation Y or popularly knows as "yuppies" who enjoy being the first on their
block or college to have a new tech product.
 The "yuppies" who follow trends and buy products that everyone else has.
 Older adults who simply have good taste and a sense of style and are fitness
conscious.
 Still fashionable senior citizens.
4.2 Target market segment strategy
The smart watch industry, is growing faster than ever. Potential watch buyers are willing to
spend moderate to high amounts on watches because they can make the customer look good -
and hence feel good about themselves. In addition, Zeit Watches will be built to last a
lifetime - battery replacement every ten years will be the only necessary maintenance,
therefore customers will see the inherent value in the watches.
The upscale niche market that Zeit Watches has targeted is competitive because of the
competitors and the discerning consumers it serves. However, the competition is based more
on quality than price unlike the discount market.
4.2.1 Market Needs
The upscale watch industry is currently in a growth period, so now is an ideal time for entry.
People nowadays are moving from analog/digital watches to smart watches.
5. Marketing Strategy
The marketing strategy will focus on two segments:
The company will benchmark the objectives for promotion, outlet selling, and personal
selling.
5.1.1 Pricing strategy
1 – Fastrack
2 – Honor/Amazfit
3 – Xiaomi
4 – Samsung, Moto
5 – Zeit
6 – Fossil, Apple
7 – Fitbit
5.1.2 Promotion Strategy
Initial promotion via e-commerce sites like Flipkart. Later will go for advertising in internet
media like Youtube, Hotstar and in newspapers once the company has reached acceptable
level of cash inflows.
5.1.3 Distribution
We are not planning to open our own stores as of now. Currently planning to sale via retail
outlet like in Reliance Digital and via e-commerce sites Flipkart and Amazon.
SIVA- The New Marketing Mix
Solution: The convenience of having your phone available on your wrist is primary. Think
back to the age of pocket watches. Why else did wrist watches become dominant? It’s
convenience. The Apple Watch provides notifications and alerts for a host of things. Many,
but not all of these, enable you to take short typical actions on the Watch itself. The
usefulness will grow as more apps add this capability. For now, some of them point you back
to your phone for more extensive information or action, and the handoff needs to be smoother
and more consistent across apps.
Information: Instead of the hard-sell, we inform. We give information to our target audience
of the solution, the value proposition and the accessibility features. Then they decide
whether it is of value to them.
Value: Value in simple terms can be said as benefits divided by costs. Benefits must be high
and cost as low as possible.
Access: Zeit watches will be available throughout India via e-comm platforms like Flipkart
and Amazon. It will also be available at Reliance Digital stores. We will be having 5 service
centres at Bangalore, Delhi, Pune, Chennai and Kolkata. For other locations, customers can
bring their watch at Reliance Digital stores if any problem arises.
Functional benefits:
 Life time battery replacement
 Annual fitness partner package.
 Premium strap material for best comfort.
Emotional benefits
 This can be passing down the smart watch through generations.
Status
 The smartwatch gives a premium look and feel.

CUSTOMER NEEDS
There is an emotional value to the watch’s benefits, which may not be quantifiable but make
the product sufficiently compelling.
Product Characteristics
Size
Dimensions: 42.5 x 36.4 x 11.4 mm
Weight: 52 g
Build: Stainless Steel
Platform: Android OS
Features:
Sensors: Accelerometer, gyro, heart rate, Siri natural language commands and dictation
(talking mode).
Battery: Non-removal 400 mAh battery (Standby: 30 days)
Product Mix
Depth
Current Zeit watch was four variants- Light blue, flamingo pink, metallic grey and charcoal
black.