Marketing Objective

·         Product Strategy - Product awareness to the customer and also make our product popular among customers so that they can use it. In the beginning, we will launch our product as a demo in the market and increase the awareness of our product. For this product Apple has chosen the slogan, “We move you toward better technology and keep you fit and stylish.” The research and development team has experimented with different colours, styles and sizes so that each individual user can customize their band to their liking. The Apple brand is trusted worldwide and they believe in bring about change. The fact that is app and band are an Apple only product it will have a target market that is equal to the target market of any other Apple product such as the new iPad. Apple has great brand loyalty, consumers of Apple products get very involved when a new Apple product is introduced.     

·         Distribution Strategy - People work out every time only who are regular and the athletes. So, there is no worry of time we can launch our product whenever we want. Our distribution channel will be online since consumers have the opportunity to customize their band to their own unique style. We will be using direct selling channel, since our product will be manufactured after the consumer has requested for it online and once it’s made it will be sent directly to the consumer. We will be the vertical channel of distribution rather than conventional since there is no intermediaries except for the shipping company.  

·         Promotional Strategy - We will make our product popular among people and influence them by telling the features of our application software. Our product features are different in the market so, that’s the reason that there will be more customer attraction. Also it is a very useful product as if a person wants to work out, it can start anywhere. We are going to use reference group as a form of advertising. By getting the Vancouver Canucks to use this product, we will reach all the BC hockey fans. Since hockey plans a major role in Canadians lives, we will be opening ourselves to a greater demographic. Along with that the first one hundred buyer of the iPhone5 will get the band free with their purchase, thus creating word of mouth advertising. For online communication, we plan to advertise on YouTube. YouTube will plan a 15 second ad before videos. Also a blog will be created for anyone that have suggestion to improve the product, critic the product, also the blog will have someone check to see if anyone needs assistance with their product. Along with that there will be a 24 hour phone service for anyone that is having problems with the product.       

·         Pricing Strategy- When our product is launched; we will keep our prices low and approachable to a common people. After our product is popular we may include rent of using our product or may introduce certain software updates after some time. Start-up cost for the iHealthy band of $99.00. However, this price is for the band itself only but we have decided to add a few products to your first purchase. For example, if you buy the product within 90 days from the day it goes on sale, we will also include a gift certificate to the iTunes online store. 

Market Potential

     Our product is not the only one in the market with this feature. There is a product which is a watch, which tells the users body motion like it will tell the heartbeat, blood pressure, calories burnt and many more. So according to the price of the product, there is more chance of our product to be famous and largely used. New concepts are often introduced but there is a product called Health Sport Watch which has the these features:

·         Design elasticity to fit any wrist

·         100% HQ silicon rubber harmless to skin

·         Emits approximately 1,900 negative ions per cubic centimeter

·         Increase blood circulation

·         Enhances body facilitation of oxygen

·         Improves concentration and focus

     We have to deal with these type of products in the market, but still there is one advantage to our product that there is nothing like shipping. A person can run our application software easily as it request a smart phone or an i-phone and that’s it. Check the website at; http://www.healthsportwatchdepot.com/

Target Market

     Our target market is the people who are unhealthy. So, the below statistics are showing percentage of the total population of Canada who are hunt by the disease called obesity.

     The above figure show that a number of people are suffering just because they do not know how much work out should be done by them. On the other hand, our product gives a description about how much work out they should do by the time to burn that much fat on there body. The above statistics also shows us that our product will be very effective in Canada because there are a lot of people who are willing to become fit or are very health conscious. 

Environmental Scan: Threats and Opportunities

Opportunities:

·         Focused research and development innovation and considering its market position

·         Back to school treads-parents are purchasing more iPods and computer sakes are rising therefore apples income increased by 300%

·         Google’s Android’s operating software is a fast growing market for palm phones which were not able to compete before without Apple’s iPhone and RIM’s blackberry.

·         Develop its iTunes and music player technology into a mobile phone format. The Rokr mobile phone device was developed by Motorola. It has a colour screen, stereo speakers and a advance camera system. A version of Apple's iTunes music store has been developed for the phone so users can manage the tracks they store on it. New technologies and strategic alliances offer opportunities for Apple.

·         Apple has never lowered prices to boost sales, and customers have not come to expect special sale periods. However, they do see Apple products as better investments as Christmas gifts than many other products.

Threats:

·         Patent infringement lawsuit may affect financial constitution and operating results

·         Product recalls may harm Apple’s reputation and add significant warranty and other expenses.

·         Negative publicity was brought upon Apple when they sought legal action against “Glupod” online video games which would’ve helped with humanitarian efforts.

·         Biggest threat would be the high level of competition

·         There is also a high level of substitution with products such as mp3 player and computers.  Dell and HP are competitors for the computer market.

·         Many companies do not see apple products to be compatible with their products. 

Competitive Analysis

One of the biggest competitors for iHealthy is Nike. Nike and Apple together have created “Nike + iPod” app. This app allows its users to work out on the go or even at the gym and get all the vital information on your iPod or iPhone through the use of Nike+ shoes and the sensor. The sensor is placed inside the shoe throughout the workout routine; the senor connects to an apple product and sends the information. After the workout the iPod or iPhone can be synced to either a Mac or PC computer and will wirelessly send all the data to nikeplus.com, where the user can check stats and trends to their workout over a period of time. The stats included in this application are the amount of time, distance, the pace at which the workout was done and the calories burned.  

Apple Inc.

        Apple Inc. is a multinational corporation which designs and sells consumer electronics, computer software, and personal computers. Apple Inc. was first incorporated in the state of California on January 03, 1977 with the name of Apple Computer Inc. Apple Inc.’s mission statement is “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.” (2012). The company’s best known products are the ipod, iphone, and the ipad, along with their media browser itunes. Apple Inc. is an environmentally friendly company, which allows it users to bring in or mail their out mobile phones, computers or ipods to be recycled properly with an incentive to get gift card or 10% off their next purchase. As of July 2011, Apple Inc. has 357 retail stores in ten countries, and an online store. It is the world’s largest publicly traded company by market capitalization, worth more than Google and Microsoft combined. As of September 2011, Apple Inc. has 60,400 permanent full-time employees and 2,900 temporary full-time employees worldwide. Its annual sales in 2011 totaled one hundred and eight billion dollars. 

Product Description

Our product iHealthy is a technological band which you strap onto your wrist while working out, and you plug your iPod or iPhone into the band after the workout. With our app you’ll be able to: 

- calculate the distance

- calorie consumption

- GPS

- speed

- heart rate 

- all aspects of interval training.

 This product provides the ability for you to workout hands free, and be able to collect all of your interval training calculations onto your iPod or iPhone. The product also offers the option to customize the bands colour and size to your personal liking. The iHealthy band is a practical product due to the healthy living craze, and the mass amount of people that work out no matter what gender or age. iHealthy is a new and efficient way to work out and know all aspects of your workout. iHealthy would do great in this day and age to due to the fact people everywhere are promoting healthy living standards, this product would help individuals find out what they need to work on to be more healthy individuals. 

It would be ideal for people who are tired of reverting to indoor gyms for their work outs and carrying their iPod or iPhone to calculate all aspect of their interval training. iHealthy has a strong brand image provides an edge over competitors, customers trust apple. Apple is known everywhere for its innovative and creative products. All in all iHealthy is a creative and advanced way to workout, with a strong brand name that will do exceedingly well in the market place.

This is not our product. This is only an example of what it could look like.