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.