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BRAND AUDIT PROPOSAL
Introduction
This paper was written to produce a brand proposal for the Apple Watch Series 9 with
GPS and cellular connections. The concept, advantages, and roadmap for the Apple Watch Series
9 will be described in this proposal. Its goal is to persuade stakeholders by demonstrating the
product's potential and how it fills gaps in the market or caters to particular customer demands.
Marketing Mix
Product
The Apple Watch Series 9 is quicker, smarter, and more capable thanks to custom Apple
technology. Sixty percent more transistors than the S8 processor, or 5.6 billion, are present in the
new dual-core CPU. Up to two times faster machine learning tasks are processed by a new neural
engine with four cores. It allows for other advancements, such as the addition of a new motion
called double tap.
The Apple Watch becomes even more user-friendly with gestures, particularly when your
hands are full. To take a phone call, view a notification, play or pause music, and more, simply
double tap your thumb and index finger together. Furthermore, Series 9's sophisticated display
technology doubles Series 8's maximum brightness of 2000 nits, making it simpler to read in
direct sunlight. Additionally, because it dims to just 1 nit, it works better in low-light
environments like movie theaters.
The Apple Watch Series 9 offers faster, more secure Siri requests and up to 25% more
accurate dictation. It allows users to ask Siri about health data and log information like weight or
period. The device also features a second-generation ultra-wideband chip for new integration
with HomePod. When music is playing, the Now Playing screen allows users to control it, while
the Smart Stack offers media suggestions.
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BRAND AUDIT PROPOSAL
Price
Depending on specific size, material, finish, and band choice, the Apple Watch Series 9
sits anywhere from $399 to $799. The 41-millimeter, GPS-only edition of the watch starts at
$399. The GPS + cellular variant is priced at $499. In contrast, the 45-millimeter model will cost
$429 and go up to $529 with cellular support (Kozuch, 2023).
Distribution (Place)
The Apple Watch Series 9 can be purchased both online and in-store at a number of
locations, including the Apple Store, Target, Walmart, Best Buy, Amazon, and even from
wireless couriers like AT&T.
Promotion / Communications
Former Senior Vice President of Retail at Apple, Angela Ahrendts, stated, "We build
products that we want to use ourselves and believe others will love them as well." We stand out
in the market because of our enthusiasm for innovation and attention to the customer experience.
Apple is a master at creating emotional branding. The business is aware of how powerful it may
be to arouse strong emotions and establish a closer connection with its clients (Letukytė &
Urbonavičius, 2022). Apple frequently uses storytelling in their marketing efforts to illustrate
how their products may completely change people's lives. Apple builds a connection with its
customers on a deeper emotional level than just product functionality by appealing to their
desires, aspirations, and beliefs (Urrutia, 2023).
The main focus of Apple's advertising approach is to highlight the distinctive aspects of
its products. The company uses eye-catching visuals to promote the features, design, and
intuitive user interfaces of its products. Apple frequently uses close-ups of their goods in their
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BRAND AUDIT PROPOSAL
advertisements to highlight their svelte forms and state-of-the-art technologies. This strategy
enables customers to see themselves utilizing the goods and reaping the rewards they provide.
The emphasis that Apple places on perceived value is one of the main components of
their pricing strategy. Apple products are renowned for their superior user experiences, designs,
and parts. The foundation of the company's pricing strategy is the notion that customers are
prepared to pay more for a product that they believe to be of greater value. By using this strategy,
Apple has been able to keep its margins high and stay out of price wars with rivals.
Personal Suggestions
Apple can use a variety of market penetration strategies to grow its market share in the
tech industry, including providing discounts and promotions, introducing new Apple watch
models and variations, growing its partnerships and distribution networks, enhancing customer
support and service, and stepping up marketing and advertising. For example, the Apple Watch
SE may appeal to customers on a tight budget, but the Apple Watch Series 9 may be more geared
toward business users. In order to reach more consumers and markets, Apple can also make use
of internet platforms, merchants, carriers, and resellers. In addition, Apple must offer warranties,
maintenance, updates, and channels for customer feedback, in addition to using events,
marketing, and social media influencers to promote its goods and services.
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BRAND AUDIT PROPOSAL
References
Apple Watch Series 9. (n.d.). Apple. https://www.apple.com/apple-watch-series-9/#:~:text=The
%20all%2Dnew%20S9%20SiP&text=Custom%20Apple%20silicon%20makes
%20Apple
Kozuch, K. (2023, December 28).MApple Watch Series 9 release date, price, display, double tap
gesture and more. Tom’s Guide. https://www.tomsguide.com/news/apple-watch-series-9
Letukytė, N., & Urbonavičius, S. (2022). Impact of the Congruence Between Brand Personality
and Consumer Personality on Emotional Loyalty: What Makes Apple and
Samsung Different.MMarket-Tržište,M34(1), 59–77.
https://doi.org/10.22598/mt/2022.34.1.59
Urrutia, K. (2023, June 8).MApple Marketing Strategy. Voymedia.com.
https://voymedia.com/apple-marketing-strategy/
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