I attached assignments "#doc." 1 to 4

Throughout this first assignment we experienced what it is like to be the company rather than be the consumer. Our job through the first assignment was to figure out who we are selling our watches too and why. When we were asked to look more in depth at our target market we decided to take two approaches to our target market and market our product two different ways. We feel that a Fossil Smartwatch is more appealing to men and women above the age of 24 and below the age of 36. We would like to market our product differently to 18-24 year old men and women. We should not cut out 18-24 year old men and women but approach them differently.

Looking at Fossil’s website allowed us to find out more on who they really are. Most people know Fossil solely as a watch company but we found out that they do more than just sell watches. Selling millions of dollars worth of clothing helped shape our direct and indirect competitors. Knowing that Fossil is more than a watch company means that our SWOT Analysis characteristics widened. With our SWOT widening this allows our strengths, weaknesses, opportunities, and threats to all enlarged.

2. Learn about your Target Market

Average Salary within our Target Market

i. Ages 16-19: $21,840

ii. Ages 20-24: $27,456

iii. Ages 25-34: $39,416

Unemployment Rates within our Target Market

iv. 16-24: 10.4%

v. 25-29: 5.6%

vi. 30-34: 4.5%

$2.28 Average living (one bed rental per month)

· San Francisco, CA: $3,590

· New York, NY: $3,340

· Boston, MA: $2,810

· Oakland, CA

1. 81% of millennials check twitter once a day.

2. 79% of Americans use Facebook which is the No.1 social media platform.

3. Instagram earns $595 million in mobile ad revenue per year, a rapidly increasing number.

4. More than 56% of online adults use more than one social media platform.

5. This generation is interested in the pursuit of a lifestyle

6. They are always online in various social media sites and therefore they give attention to any pop up adverts concerning clothing, shoes, jewelry, etc.

7. The company should ensure that every new product is marketed social media since this age group is so active in these sites (Armstrong Gary, 2015).

8. Their income level is average since most are in their first jobs after college.

9. The age group consist of people of different race since the company targets every person.

10. Most of them watch television programs that bring lifestyle and entertainment programs like “Monday Night Football”

11. Most of them are comfortable on social media sites like Instagram, Twitter, Facebook.

12. They spend almost half of their day on their devices

13. They mostly follow social media pages that advertise designer brands

14. They are always ready to spend on something as long as their peers have it

15. Roughly half of 18"29 year olds have accessed the internet wirelessly on a laptop (55%) or on a cell phone (55%), and about one quarter of 18"29 year olds (28%) have accessed the internet wirelessly on another device such as an e’book reader or gaming device.

16. The impact of the mobile web can be seen in young adults’ computer choices. Two thirds of 18" 29 year olds (66%) own a laptop or netbook, while 53% own a desktop computer. Young adults are the only age cohort for which laptop computers are more popular than desktops

17. Millennials spend $600 billion annually.

18. 67% of Millennials shop online

19. Millennials spend about 6 hours online per week shopping

3. Learn more about Fossil

1. Fossil sold $700 million worth of clothing

2. Fossil sold $1.8 billion worth of watches

3. Fossil is in the Household/Personal Care industry

4. In total they sold $2.57 Billion

5. Founded in 1984

6. Retailer

7. Q lineup by Fossil has more than 20 products.

8. Price listed between $175 to $195 for Q line.

9. Fossil Q is compatible with Android 4.3, iOS 8.2 and higher.

10. The watch bar – able to design your own custom watch, much like designing shoes on a shoe store website.

11. Fossil Q SmartWatch and hybrid watch offer many functions such as fitness tracking, customization, social media and text/email, compatible with smartphones, and other functions.

12. Fossil Hybrid watches are quick and easy to set up right out of the box. All you need to do is download the companion “Fossil Q” app on your phone, launch it and register on it.

13. CEO of Fossil is Kosta N Kartstois.

14. In 3 global regions, 59 offices around the globe, 150 countries of business and operation.

15. Company’s segments include Americas, Europe, and Asia.

16. It’s an American designer Company

17. It manufacturers accessories mostly watches and jewelry

18. The founders of the Fossil hold 30% of company stock

19. It is named after the founders father

20. It embraces customer value and value creation

21. Their prices are not high hence attracting large amounts of customers

22. Their watches are of wide range to cater for customer taste and preference

23. Their products are of high quality to meet customer’s satisfaction (Armsrong Gary, 2015).

24. They offer discounts to their customers

25. Their products are highly fashionable and easily available

26. Their products are found both in online sites and retail stores

27. They can deliver both internationally and in domestic markets

28. They have created an outstanding image of their brand over the years (Douglas C. West, 2015).

4. Initial thoughts Write-Up

The distinctive competency of Fossil organization is that it is able to come up with new innovations, which attract new customers and retain old customers. For instance, Fossil recently announced a new SmartWatch that comes with a touch screen that is of bezel form and is able to permit scrolling quickly. Another key quality that attracts customers is the ability to resist water. Along with the resistance and the technology is the fashion. The company finds its competency in offering a vintage, classic style product at a price that is attractive to consumers who want good quality and good value.

When it comes to the specifications of a Fossils SmartWatch, the qualities are what makes an 18-35 aged person buy it. There is no doubt that the specifications are top class and other organizations are not able to meet such specifications. For instance, a Fossils SmartWatch has an Intel Atom Processor. The other major specification that gets the attention of a youth is the size of a screen. The screen is 1.5 inches which is a big size and which makes the target market to go for such specification (Young, 2008). The size of the screen then makes it ideal for the youth to floss in the watches and get to enjoy as they desire.

Fossil Group the manufacturers of Fossil SmartWatches are going to extra miles in order to market their products to its consumers. The Fossil group has teamed up with brands of fashion in order to meet many consumers together with their lifestyles. The company has been able to meet with brands like Skagen, Chaps, and Misfit among others in order to reach a lot of consumers. As it partners with other brands, the company is using online platforms through digital and social marketing in order to meet the desires of the youths(Randall,2001). Social media sites being used are the likes of Facebook and Instagram among others.

With the new smartwatches, there come a lot of opportunities with the well-established smartwatches and their upbeat standards. The smartwatches are touch screen and the watches are hybrid adding two features. The watches are also light in weight when compared to their competitors and that goes a long way for them to sell more. In order for enhanced marketing of the products, there should be a one on one marketing where the organization goes to campuses and promote the product, which will make sells to go up

5.Competitor Analysis

Indirect Competitors

· Nike- Nike is an American made multinational corporation looking to attract the same type of customers as Fossil. Established in 1964 by Phil Knight.

· Tommy Hilfiger- Tommy Hilfiger is an American multinational corporation that designs and manufactures upper market apparel for men, women and children.

Direct Competitors

· Samsung- There is no doubt that Samsung is the leader where Smartphones are concerned. The launch of Google Android has been a blessing for Samsung. Samsung has truly taken advantage of the Google Android operating system and has some beautiful handsets which have taken the world by storm.

· Apple- Established in 1976 by Steve Jobs. Apple is a direct competitor to Fossil because they sell a similar smartwatch with the same target market. Apple came into the electronic scene and has everyone’s business because of their advancements in technology over the past 10-15 years

6.SWOT

SWOT Analysis

Sources

https://www.forbes.com/sites/ewanspence/2014/03/02/why-i-love-wearing-a-smartwatch-and-why-you-should-wear-one-as-well/#47b3f0706bc5

http://www.scmp.com/tech/article/2067481/smartwatch-market-hits-record-211-million-sales-2016-apple-pulls-ahead-samsung

https://smartasset.com/retirement/the-average-salary-by-age

https://www.statista.com/statistics/217882/us-unemployment-rate-by-age/

http://time.com/money/4287132/most-expensive-cities-to-rent/

https://www.dmagazine.com/publications/d-ceo/2012/october/how-fossil-keeps-on-growing/

https://www.wordstream.com/blog/ws/2017/01/05/social-media-marketing-statistics

https://files.eric.ed.gov/fulltext/ED525056.pdf

https://www.forbes.com/sites/richardkestenbaum/2017/06/14/this-is-how-millennials-shop/#3281c57b244c

https://www.fossil.com/us/en/customize/the-watch-bar.html

https://www.fossil.com/us/en/wearable-technology/smartwatches/smartwatches.html

http://www.businessinsider.com/fossil-hybrid-smartwatch-review-2018-1

https://www.bloomberg.com/quote/FOSL:US

https://www.fossilgroup.com/who-we-are/

https://www.reuters.com/finance/stocks/companyProfile/FOSL.O

http://www.cpcstrategy.com/blog/2017/05/ecommerce-statistics-infographic/

Randall, G. (2001). Principles of marketing. London: Thomson Learning.

Young, F. (2008). Principles of marketing. Manila: Rex Book Store.

Burt, J. (2016). Qualcomm Snapdragon SoCs Powering Latest Fossil Smartwatches. Eweek, 1.

Weiss, T. R. (2015). Fossil Launches Stylish Smartwatch and Fitness Bands. Eweek, 6[BJ1]

MSB210 Assignment 2

Primary Research and Strategic Summary Chart

Due: Monday March 12th

1. Learn more about Marketing Research

a. Two youtube videos to watch

b. 2 hour course to take and put on resume

2. Primary Research

Qualitative Research

Depth Interviews 7-10 questions

What is your favorite devices to use? Why[BJ1] ?

What personal devices do you use social media on?[BJ2]

What sort of personal electronic devices do you own[BJ3] and how do you use them?

Which one do you use the most? What sort of activities do you use it for[BJ4] ?

How many times do you access social media a day? What do you use? Why?[BJ5]

When was the last you went shopping for an electronic device and tell us how you shopped for it?

Has there been any new devices on the market that have caught your eye? Where and how did you see it ?

Have you ever bought anything because of an ad or commercial you have seen? Explain.

Do you prefer shopping online or in store? Why?

What’s the most would you pay for a smartwatch?

Do you buy anything you like even if it is expensive?

Answers:

1. What is your favorite devices to use? Why ?

Bre Jacinto: iPhone, because it’s convenient and accessible.

Bekah Araujo: iPhone because it’s convenient and I have it with me all the time

Liz Waring: My phone, because it can do everything for me. Text, call, email, and take pictures.

Blas Freshko: Phone, because its easy.

2. What personal devices do you use social media on?

Bre Jacinto: iPhone

Bekah Araujo: iPhone

Liz Waring: Phone because I can text, call, email, and take pictures.

Blas Freshko: iPhone

3. What sort of personal electronic devices do you own and how do you use them?

Bre Jacinto: Laptop for school and youtube and Netflix

Bekah Araujo: Laptop for videos, games, sports, and netflix.

Liz Waring: Laptop is for school and email, while my SmartTV is for Netflix and tv shows.

Blas Freshko: Iphone, Xbox to play video games and a laptop to write papers and do homework.

4. Which one do you use the most? What sort of activities do you use it for?

Bre Jacinto: Phone for social media.

Bekah Araujo: Laptop for Netflix, school, and sports

Liz Waring: iPhone for text, call, email, and to take pictures.

Blas Freshko: iPhone to play games, social media and to communicate

5. How many times do you access social media a day? What do you use? Why?

Bre Jacinto:15-20 times a day for snapchat, instagram, vsco, twitter, and facebook

Bekah Araujo: 20 times a day instagram, snapchat, twitter, and pinterest

Liz Waring: Twitter About 8-9 times a day to keep up with friends and athletics

Blas Freshko: twitter At least 12 because I am bored and for instagram 10 times because twitters more important

6. When was the last time you went shopping for an electronic device and tell us how you shopped for it?

Bre Jacinto: In June I went to BestBuy and bought a computer.

Bekah Araujo: Yesterday and online for a phone.

Liz Waring: Two years ago and narrowed it down by pricing and went with an iPhone for accessibilities.

Blas Freshko: Currently doing it now for a computer and online because you can’t trust computers in store.

7. Has there been any new devices on the market that have caught your eye? Where and how did you see it?

Bre Jacinto: Apple came out with a commercial for an iPhone x with Migos playing “Stir Fry”.

Bekah Araujo: iPhone x because of Migos and their singing commercial because you sent it to me.

Liz Waring: Newest iPhone on a tv commercial

Blas Freshko: Computer and on computer websites.

8. Have you ever bought anything because of an ad or commercial you have seen? Explain.

Bre Jacinto: Laptop, because I got free Beats along with it.

Bekah Araujo: iPhone x because of the migos commercial and I cracked my phone.

Liz Waring: Dunkin donuts had a discount with a new flavor swirl.

Blas Freshko: Wendy’s because it is my go to especially for the 4-for-4.

9. Do you prefer shopping online or in store ? Why?

Bre Jacinto: In store so I can try things on.

Bekah Araujo: In store because I want to be able to touch things.

Liz Waring: Online because it is easier and not as stressful.

Blas Freshko: Online because shopping takes forever because you can go to 12 sites in 2 minutes rather than 1 store in an hour.

10. What’s the most would you pay for a smartwatch?

Bre Jacinto: $120

Bekah Araujo:$150

Liz Waring: $150

Blas Freshko: $5

11. Do you buy anything you like even if it is expensive?

Bre Jacinto: Yes, sadly

Bekah Araujo: Makeup, yes

Liz Waring: Yeah if it’s official and legitimate

Blas Freshko: No, because I have to spend money wisely while on a college budget.

Mohammed Answers

1. What is your favorite devices to use? Why?

Chie: iPhone X. It has many features that I need.

Hussain Albinsaad: iPad 4, it’s easy to use and has a large screen

Lea: Laptop

Rich Taker: iPad- convenient and easy to use instead of computer

2. What personal devices do you use social media on?

Chie: Phone and laptop.

Hussain Albinsaad: iPhone 8

Lea: iPhone 8

Rich Taker: iPhone

3. What sort of personal electronic devices do you own and how do you use them?

Chie: Phone and laptop. For many purposes like studying, Shoppes, chatting and many.

Hussain Albinsaad: iPhone, IPad, and laptop. I use them most of the time.

Lea: Laptop, iPhone. Laptop; to do some work, school work and job.

iPhone; mainly private use (texting my friends, taking pictures).

Rich Taker: Phone, iPad, laptop- frequent use

4. Which one do you use the most? What sort of activities do you use it for?

Chie: Phone (iPhone X)

Hussain Albinsaad: iPhone 8. I use them to communicate via social media and browsing

Lea: Both, he answered in question 3.

Rich Taker: IPad- making notes, reading

5. How many times do you access social media a day? What do you use? Why?

Chie: 10-15 for chatting and shopping.

Hussain Albinsaad: at least 5 times a day for chatting, email, reading, shopping and many.

Lea: Once or twice a day. Checking others posts.

Rich Taker: Not much

6. When was the last you went shopping for an electronic device and tell us how you shopped for it?

Chie: A few minutes ago, thru Amazon.

Hussain Albinsaad: today, March 10, 2018

Lea: 5 or 6 years ago. I bought my laptop.

Rich Taker: I don’t shop online.

7. Has there been any new devices on the market that have caught your eye? Where and how did you see it?

Chie: iPhone X. I saw in the TV and internet.

Hussain Albinsaad: No.

Lea: Not really. Probably new iPhone.

Rich Taker: Samsung S9. Saw at an electronic store.

8. Have you ever bought anything because of an ad or commercial you have seen? Explain.

Chie: Yes, iPhone X

Hussain Albinsaad: No.

Lea: Yes. Probably cosmetics, foods, and iPhone. But I am not the person who easily trust advertisement.

Rich Taker: Never purchased anything by getting influenced from ad.

9. Do you prefer shopping online or in store? Why?

Chie: Both work with me but if my items are available online I would order them to safe money and time.

Hussain Albinsaad: online is better because it safes my time and money.

Lea: Both have advantages and disadvantages. I will go to the store if it is important for me to see things and touch them by hands.

Rich Taker: In store, gives better experience, can touch and see the thing that I want to buy.

10. What’s the most would you pay for a smartwatch?

Chie: Up to $280

Hussain Albinsaad: $180

Lea: $700

Rich Taker: $350

11. Do you buy anything you like even if it is expensive?

Chie: Yes.

Hussain Albinsaad: Yes, if necessary.

Lea: Electric devices, clothes and bags if I really want or need.

Rich Taker: Yes, every time.

Andrew Newman Answers:

1. What is your favorite devices to use? Why[BJ1] ?

Eric: My iPhone definitely. Small and easy to use, can check emails, call people

Cam: My iPhone. Use it for my job.

Theo: My laptop. The screen is bigger.

Rees: My iPhone. I can use it to get out of awkward situations.

Travis: The iPhone because it has the most apps and can do the most.

2. What personal devices do you use social media on?[BJ2]

Eric: Just the iPhone.

Cam: Use phone mostly, but sometimes on the laptop.

Theo: Just my phone. The apps are right there.

Rees: My phone.

Travis: The iPhone

3. What sort of personal electronic devices do you own[BJ3] and how do you use them?

Eric: An iPhone, a MacBook, and an Apple Watch. Use the phone for everyday life and laptop for schoolwork. Uses the Apple Watch to text and fitness stuff.

Cam: An iPhone, a MacBook, an Apple Watch. Use phone and laptop for job, social stuff, school.

Theo: An iPhone, a MacBook, and an iPod Touch. School and social purposes.

Rees: An iPhone and a MacBook. School and social.

Travis: IPhone, iPad, Amazon dot, Apple Watch. I use them for music, occasional movie/TV, reading things or hearing about the news.

4. Which one do you use the most? What sort of activities do you use it for[BJ4] ?

Eric: IPhone. Social purposes and school

Cam: IPhone. Use for job, school, and socially.

Theo: Laptop. Use it for school, sometimes for netflix.

Rees: My phone. Social and school work. Laptop for school.

Travis: Twitter and Snapchat. To see what’s new.

5. How many times do you access social media a day? What do you use? Why?[BJ5]

Eric: At least five times a day. Only uses iPhone. Easy to use because of apps.

Cam: Usually a few times a day. My phone. Easier to access.

Theo: At least a few times a day. My phone the apps are right there.

Rees: A lot, eight to ten times maybe. Use the phone because apps make it easier.

Travis: A good amount. Mainly Twitter and Snapchat. Get bored mainly and go on there to see what’s new.

6. When was the last you went shopping for an electronic device and tell us how you shopped for it?

Eric: A couple months ago because I needed a new phone because of an accident. Was under warranty.

Cam: Around Christmas time and went for an upgrade. Debated between two different iPhones and got the iPhone 8.

Theo: Shopping for my phone a year or two ago, asked about what was unique about each different thing and what it had.

Rees: Three or four months ago looking for a laptop. I looked up the products and asked around at the store about the products.

Travis: Last year when I got my new phone. Went to the Verizon store and bought it.

7. Has there been any new devices on the market that have caught your eye? Where and how did you see it[BJ6] ?

Eric: IPhone X. A kid on my team had it.

Cam: All the new Apple products. Like to stay up to date with all the latest products. See them through commercials and research.

Theo: No not really.

Rees: No nothing.

Travis: None that I can think of.

8. Have you ever bought anything because of an ad or commercial you have seen[BJ7] ? Explain.

Eric: Not to many times. Depends on the pricing. Bought a blender

Cam: Has influenced me but mostly because I know what it is already from prior knowledge.

Theo: None that I can think of.

Rees: Probably, can’t remember.

Travis: Not often. Don’t get on TV much to see commercials.

9. Do you prefer shopping online or in store[BJ8] ? Why?

Eric: In store. Can go in store and try stuff out.

Cam: In store. Skeptic of online stores still.

Theo: In store. There could be issues with shipping.

Rees: In store. Can try stuff on or try stuff out.

Travis: In store. I like to see and feel what I’m buying.

10.What’s the most would you pay for a smartwatch?

Eric: Got mine for a gift, so I really wouldn’t pay much.

Cam: Paid $300 so not to much over.

Theo: A few hundred.

Rees: $200

Travis: Didn’t pay for mine because it was a gift but if it was out of my wallet then I’d say not much.

11. Do you buy anything you like even if it is expensive?

Eric: Yes. Clothing brands or shoe brands.

Cam: Absolutely. Phone and watch.

Theo: Depends how expensive and how I’m doing money wise.

Rees: Yes.

Travis: Yes, if I like it enough and is worth it.

Emad Answers

1- What is your favorite devices to use? Why ?

Bekhit Salm: Iphone: because its easy

Omar khalifa:iPhone : easy and reliable

Sara : phone: very handy and keep me connected

Nawal: iPhone: my connection in my pocket

2- What personal devices do you use social media on?

Bekhit Salm: Iphone

Omar khalifa:iPhone

Sara : iPhone

Nawal:iPhone

3- Which one do you use the most? What sort of activities do you use it for?

Bekhit Salm: Iphone, photographs

Omar khalifa:iPhone: twitter

Sara : iPhone: instagram and snapchat

Nawal:iPhone: snapchat and facebook

4- How many times do you access social media a day? What do you use? Why?

Bekhit Salm: a lot: instagram for funny videos

Omar khalifa: a lot twitter: Iike to share my opinion

Sara : most of the time instagram, I like cute and food photos

Nawal:few times for snapchat I like the filters

5-When was the last you went shopping for an electronic device and tell us how you shopped for it?

Bekhit Salm: 3 weeks from sale point

Omar khalifa: a year ago sale point

Sara : 5 month online

Nawal:9 month online

6- Has there been any new devices on the market that have caught your eye? Where and how did you see it?

Bekhit Salm: Iphone x , instagram ad

Omar khalifa:iPhone 8, instagram ad

Sara : iPhone x, billboard

Nawal:iPhone X, Facebook ad

7- Have you ever bought anything because of an ad or commercial you have seen? Explain.

Bekhit Salm: No, I stick to my budget

Omar khalifa:no I am saving for a trip

Sara : yes, it was beauty cream so I try it

Nawal:yes, I needed a phone case

8- Do you prefer shopping online or in store ? Why?

Bekhit Salm: story, I like explore

Omar khalifa:store, I like to touch my purchases

Sara : online easier and cheaper

Nawal:online, I don't go out a lot

9-What’s the most would you pay for a smartwatch?

Bekhit Salm: 100$

Omar khalifa:50$

Sara : 200$

Nawal:70$

10- Do you buy anything you like even if it is expensive?

Bekhit Salm: no

Omar khalifa:no

Sara : no

Nawal:no

11- What sort of personal electronic devices do you own and how do you use them?

Bekhit Salm: Iphone, labtop, work

Omar khalifa:iPhone، calls Ans social media

Sara : iPhone, photography, and moments

Nawal:iPhone, Mac book for study

Executive Summary

The Executive Summary addresses the target market of Fossil Company. The stated organization deals in manufacturing SmartWatches. The greatest groups of people who are targeted by the company are the people in the middle class especially those who are 18-34 years of age. The paper equally proves that the people in the stated age bracket always want to look classy and identify themselves with the individuals of the same caliber.

One thing remains for a fact that most of the organizations will progress if they have the best strategy. This assignment will go into detail of our Action plans and how we’ll be able to use them. The paper talks about the mergers that the company has engaged in as one of the reasons why it is realizing the tremendous success. Besides, the quality of the commodities produced because of the merger between Fossil Company and the associate is also discussed as a reason why it is realizing the tremendous success.

The article goes further to discuss the reason why Fossil Company continues to flourish. One thing remains for a fact that most of the organizations will progress if they have the best strategy. The paper provides a proof that Fossil Company has major competitors but still remains to fight for its space. The paper talks about the mergers that the company has engaged in as one of the reasons why it is realizing the tremendous success. Besides, the quality of the commodities produced because of the merger between Fossil Company and the associate is also discussed as a reason why it is realizing the tremendous success. It is of importance to understand how Fossil Company sways most of the buyers to its side.

Fossil group of manufacturers has further taken it a notch higher so as to make sure that their products meet the tastes of the target market. The company decided to work with famous and well established fashion brands such as Misfit,Chaps, and Skygen. This is a very important at it will allow the company to have a much wider customer base. The issue of connected intelligence provides competitive advantage and insight on the ever evolving consumer connected environment (Cahill, 2013).

The importance of marketing can never be underestimated especially in the face of stiff competition. Fossil uses both social as well as digital marketing tools to make sure that people know about the products. The company employs several social media sites such as Facebook to put their smartwatches out there for people to see and interact with them. The organization also does the traditional one-on-one marketing by visiting campuses where they further promote their products.

For any company to maintain its relevance in the ever changing world of technology they must make sure they are always at par with the current trend. The quick scrolling capability feature in the touchscreen smartwatch grabs the interest of the young generation; to make it even better, the smartwatches are waterproof (Nystrom, 2010).

The smartwatches market is worth billions. However, many people believe that with the existence of smartphones smartwatches are not here to stay. Many people lost interest in watches very fast. People just wear them for just for a few weeks and then loose interests in them. To remain relevant, Fossil reinvented watches. The Fossil group does not just make smartwatches, they produce fashion driven watches.

As of now, fossil is an iconic brand worldwide that aims the general public; not the upper class. Everything right from the outside packaging to the amazing product has played a big role in helping fossil maintain their brand’s image (Alexis, 2009). The actual watch is tailored to consumer specifications. What customers want is a wrist piece carefully crafted to reflect passion; fossil group of companies have just provided that by giving them timeless designs in watches.

References

Alexis, M. (2009). Marketing Laws and Marketing Strategy. Journal Of Marketing, 26(4), 67. http://dx.doi.org/10.2307/1248343

Cahill, D. (2013). Target marketing and segmentation: valid and useful tools for marketing. Management Decision, 35(1), 10-13. http://dx.doi.org/10.1108/00251749710160133

Nystrom, P., Phillips, C., & Duncan, D. (2010). Marketing: Principles and Methods. Journal Of Marketing, 17(2), 213. http://dx.doi.org/10.2307/1248060

2-page summary of results of research findings

Qualitative - Interview Findings

· All interviewees owned an iPhone and/or a Mac laptop.

· Most interviewees use their iPhone the most out of all of their devices.

· All interviewees use social media on phone and some of interviewees use it on the laptop. Easy to access on the phone because of apps!!!

· Not only do consumers want an iPhone because it is convenient, but it allows them to do more than just call or text. An iPhone has social media, music and other ways of keeping up with daily news and information.

· Ads have had some influence in making purchases for most of the interviewees.

· $200 to $300 is the most they would pay for a smartwatch. The ballpark is the same for the maximum amount they would pay for a smartwatch.

· Average time of use is above 5 hours a day.

· IPhone used the most out of all interviewees. Used for school, work and social purposes.

· MacBook used for school mostly.

· Those who do have apple watches use them for checking texts.

· Every person interviewed would rather have an iPhone at their hands because it is more convenient.

· A watch that can do the same thing would be helpful and convenient.

· On average, the interviews showed that they access their social media about 17.75 times a day whether that being twitter, Instagram, Pinterest, Snapchat, Facebook and the list goes on.

· Most used social medias are Twitter, Snapchat, and Instagram

· Advertisements that have been used for our benefit have been for high-demand and high-quality items.

· Computer, iPhone and headphones are all pricey options but seen on an advertisement so that they can get a promotion

· The advertisements that have caught their eyes are viewed through their social media.

· Apple posts ads and sponsorships through Instagram, Snapchat, and Twitter.

· Promotions call for more customers.

· Wendy’s 4-for-4, Dunkin Swirl, Buy a laptop and get free Beats with it.

· Buying in store or online

· Half said that they prefer shopping online because it is quick and easy but the other half said they prefer shopping in store because they like the idea of going into the store to try out the product.

· Other than clothes, shopping online is preferred.

· Out of the half of the interviewees that like ordering online, some of them still like the idea of going in store to try products out.

· The general consensus is not either one or the other. It is kind of a mix between the two, depending on certain situations or information, such as what the product is.

· Unless a college student, no matter the price a wanted object will be purchased.

· Some interviewees said the iPad is more convenient than an iPhone or Laptop because of its size. The larger size makes homework, email, games, and social media easier to see and access..

· Social media and homework are what an iPad is used for most

· Online shoppers are looking for promotions!

· Online shoppers trust the brands they are buying from.

Quantitative - Survey Findings[BJ1]

· 92 of the 377 participants born between 1981 and 2000 say they own and wear a watch most of the time.

· 91 of these 377 participants say they own a watch and wear it sometimes.

· 318 of these 377 own an iPhone. It is the most common device out of all of the participants.

· 142 of 377 participants neither comfortable or uncomfortable with backing up data. Inform the audience on if it how to do it from watch.

· Many of the participants are physically active. 269 of the 314 answered 3 to 5, 5 being the most.

· Many of the interviewees spend a lot of time on their smartphones or mobile devices. 253 of the 314 who answered, answered 4 and 5.

· Lots of the participants spend time on the computer but it is not as high as mobile device. 178 rated themselves at a 3 and 4.

· Many of the participants spend a lot of time on social media. 287 answers ranked between 3,4, and 5.

· 144 of 282 who answered this question said that they equally shopped online and in-store.

· Out of 306 participants who answered this question 110 ranked social media as the prefered method of advertising communication with online advertising coming in second.

· In the select your age range, in the between 1981 and 2000 section, 290 of the 377 participants are age 18-23, while the other 79 are 24-35.

· Many of the participants between 1981 and 2000 said their battery ran out on their electronic device all the time or sometimes. 309 participants said these two.

· Of the people who answered how likely are you to purchase a smartwatch in the next couple years, 237 of 359 who answered said it was somewhat likely or not likely.

· Many people think price and quality are important when buying products over $125, with 107 and 125 votes respectively at the number 1 spot[BJ2] .

Emad-Muhammed (Finding “ Data” & Action)

Part 2: Media Planning

Social (Facebook, Twitter, Instagram, Pinterest, whatsapp, etc.)

1- Free up our time, because it saves the time and maybe it makes a low cost.

2- many people between 18-35 years old use the social media, so they can be growing their business

3- they can growing audience easier than other content because it is the technical age.

4- Must be has event planning.

Outdoor Billboards

1- Digital is the top markets in multiple advertising media.

2- Prime provides the best way to outdoor billboards. Like the Time Square in NY.

3- Sports are important way to use it because many people between 18-35 years are interested in sport.

4- Transit.

Television (TVC, television commercial)

1- Its ability to communicate with a very large audience.

2-