SMC Imc

iTIME
Business School Undergraduate Programme & Options
Level 3
Integrated Marketing Communications & Strategy

MKT389
Members of the group work:

Melanie WIND, Tay SENGÜL, Loïc TERRASSON ODIN, Syed SHAH
Tutor: Roger BYATT
Hand In Date: 24/03/09

Number of words: 8006
Academic Year 2008/9

Southampton Business School
Southampton Solent University
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LIST OF TABLES AND FIGURES

LIST OF ABBREVIATION
1. EXECUTIVE SUMMARY! 1
2. CONTEXT ANALYSIS! 2
2.1. Target group of the campaign! 2
2.2. Who are the competitors and how to stand against them?! 3
2.3. Media habits of competition! 6
3. PROMOTIONAL OBJECTIVES! 9
4. THE CREATIVE BRIEF! 10
4.1. Key benefits of the product ! 10
4.2. Slogan - explanation! 10
4.3. The communication mix! 10
4.3.1. Above-the-line promotion! 10
4.3.2. Below-the-line promotion! 11
5. MARKETING COMMUNICATION STRATEGY! 13
6. PROMOTIONAL MIX, SCHEDULING AND IMPLEMENTATION! 14
6.1. Billboard and poster ad! 14
6.2 .TV and cinema ad! 15
6.3. Newspaper ad! 17
6.4. Media Plan! 19
6.4.1. Plan of the outdoor advertisements! 20
6.4.2. Plan of the television advertisements! 22
6.4.3. Plan of the cinema advertisements! 24
6.4.4. Plan of the newspaper advertisements! 24
7. RESOURCES! 27
8. EVALUATION OF CONTROL! 30
BIBLIOGRAPHY! 32
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LIST OF TABLES AND FIGURES
• Table 1 - Media Plan Time Strategy (p19)

• Table 2 - Outdoor advertisements (p20)
• Table 3 - Television advertisements (p23)
• Table 4 - Newspaper advertisements (p25)
• Table 5 - Outdoor advertisements resources (p27)
• Table 6 - Newspaper advertisements resources (p27)
• Table 7 - Television advertisements resources (p28)
• Table 8 - Total advertisements resources (p29)
• Chart 1 - Newspapers resources repartition (p28)

• Chart 2 - Television resources repartition (p28)
• Chart 3 - Global resources repartition (p29)
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LIST OF ABBREVIATION
For your understanding:

Throughout this text, the authors will be referred to as the SMConsulting Agency or SMC for short.
The company Apple, whose brand SMC will be working with, will be referred to as “the client”.
The Apple watch which is to be marketed will be referred to as “the product”.
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1. EXECUTIVE SUMMARY
The SMC Agency would advise Apple the following marketing campaign for their new product:
SMC has identified that the target group consists of both genders in equal parts. And that the
target group of the watch are people between 15-44, with a focus on students and job starters. For
those people it is important that the watch they are buying is well designed (modern and stylish)
and that it is innovative, which means that they want a watch with several features. Due to this, the
marketing campaign should be focused on the special design of the Apple watch, which is at the
same time the most important feature, apart from many other features, which the Apple watch
offers. The possibility of changing the design is what the SMC thinks would attract the target group.
To reach the aims of the campaign SMC decided that it would be best to advertise through three
different media types: The outdoor ads are for establishing awareness, the TV and cinema ads are
mainly for showing the special feature and the newspaper ads provide the potential customers
more detailed information about the watch. All advertisements are connected to each other,
because the main design is reflected in each form.
Furthermore, there should be Point-of-Sale promotion and a free gift (a USB-Stick) for increasing
further interest among the target group, which finally should lead to a purchase.
It has been found out that a huge part of the customers buy watches as a gift, and that is the
reason why SCM is recommending a free gift box. In addition, the aspect of watches as a gift is
one of the reasons, why SCM is advocating to start the campaign at the end of October and to
advertise till Christmas.
‘It’s my iTime’, as the slogan of the campaign, is not only expressing that people can express
themselves through the self-designed face of the watch, it is also pointing out that people, who
have an Apple watch, are special and unique.
The advertisings costs of the campaign will be around £6 million. SCM decided to keep money
from the budget that if through the advised concurrent tests it is found out that in a special area the
respond in not as excepted, SCM has the possibility to push the ads in that area.
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2. CONTEXT ANALYSIS
2.1. Target group of the campaign
The advertising campaign is for both genders, because - as the surveys from Mintel (2008) and
TGI (2006) found out – men and women are comparably willing to buy a wrist watch. In the year
2005, 249,000 men and 198,000 women bought a watch within the price range of £100-£199 (TGI,
2006). However, the buying behaviour of the genders differ: While men are interested in multi-
function watches and technical innovations, they put a high emphasis on the brand name and are
more likely to be collectors, they are consequently willing to pay higher prices for these aspects, in
comparison women view the watch as an accessory and choose based on the design. They
replace them more quickly (all these aspects have been found out by Mintel in 2008).
Furthermore, watches are favourable gifts: Round about one third of the watches, which the 8.2%
of UK’s population bought within 2005, have been for someone else (TGI, 2006). From this follows
that the packaging of the watches plays an important role and the ads should make customers
aware of the wonderful packaging and that the watch is a beautiful present.
What is more, the survey of Mintel shows that there are some aspects, which are crucial for watch
customers: Apart from the function, as the most common reason for purchases, the watch should
make a style statement and stand out from the crowd with its design. Additionally, it should offer
extra functions or features and/or embodie prestige and quality. A prestigious brand is also
important (Mintel, 2008). As a matter of fact people want to look good and feel good. And wearing
a watch is part of the self-presentation and expresses an image of the person.
Due to this, it is very important not only to show how functional the watch is, but also to express
how stylish Apple watches are. It should be pointed out that the watches have a high quality, they
offer the special-design-feature (changing the display of the watch as often as a person likes) and
that Apple watches stand for the special lifestyle of being ‘modern, stylish and young’. But what is
most important is the fact that Apple watches should encourage people to be themselves.
Moreover, recognition of the brand name is essential, because a quarter of buyers are influenced
by the name of the brand, as has been found out by Mintel in 2008. Therefore the connection to
the well established and popular brand Apple needed to be shown.
The watch from Apple has a premium price, but customers are willing to pay more for technical
innovations, unusual design and a better quality (Mintel, 2008). This means - similar to the
description above - that in the advertising campaign emphasis should be put on the special feature
of the changing design and it should be shown how innovative this product is.
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In addition watches are for all ages, but a watch within this price range, is mainly chosen by people
between 15 and 44, as TGI found out. The highest index (155) of the age group concerns the
15-24s (TGI, 2006). This indicates that the main part of the target group of the watch consists of
pupils and students, but also job starters. Additionally, the survey from Mintel reveals that the under
35s look for fashionable designs and the younger ones (under 25 years old) are more open to
impulse buys, almost 2 in 10 bought something that caught their eye, which can be the design or
display (Mintel, 2008). Accordingly, the ads should be young, dynamic and colourful. Theses
aspects should be connected to the lifestyle of the watch.
The national social grade of customers can be used with the connection of ACORN to define,
where the ads should be published. Owners of watches in this price range are mainly of group B
(index: 154), AB (index: 143), ABC1 (index: 117) and D (104) (TGI, 2006). Consequently the target
group consist mainly of the upper middle class and middle class. Furthermore, the working status
needed to be known to meet the customers with the ads. There has been found out that in
particular the full and part time workers (indexes: 138 and 197) are the customers of those
watches (TGI, 2006). 45% of the people have bought a watch in the premium price range of £100-
£199 in the 12 month of 2005 (TGI, 2006). This is also helpful for deciding where to promote.
Last but not least, the current customers from Apple can not be forgotten. They are potential
customers of the watch, due to their high, nearly fanatical (Lee, 2006) brand loyalty. They are fitting
with the target group of the watch market concerning the aspect of high income and that they want
something innovative with a modern look. All this makes it also necessary to put a high value on
the brand name and design of the watch in the campaign.
2.2. Who are the competitors and how to stand against them?
The main competitors of the product are Accurist, Rotary, Seiko and Casio. These four companies
are well-known in the watch market and they are selling watches in the same price range. As
Mintel found out, it is common in this market to use visible ads, especially in print media (Mintel,
2008). The reason for having print media as the main choice is that it is cheaper and more
selective than for example television ads (Mintel, 2008). Consequently, the SMC-agency advises
the client to concentrate on print media ads as well.
Furthermore, the survey from Mintel in 2008 shows that the most successful brands are those,
which have developed a key factor that differentiates the brand from its competitors and to
promote that. Through this they give the customers a reason to buy their product. That is why SMC
have done a competitor analysis to find out how best to stand against the others in competition.
The following section gives a short overview about each competitor (more details can be found in
the Appendix 3 Page L.
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Accurist is a company that relies on innovative product design and a strong advertising
(Accurist_Homepage, 2009b). It promotes value and design (Zend, 2009), consequently Accurist
have reached a reputation for value (Britishwatchcomapny, 2009). Moreover, they put a high
emphasise on service, which has led to a nomination for the ‘Customer Service Award’ in 2001
(Accurist_Homepage, 2009b). Apart from that they have currently started their ad campaign the
‘British-real-time-project’ (Britishrealtime.com, 2009), through this they show their connection to
Britain (to their heritage) and reach the customers by letting them be part of the ads. Normally
Accurist is advertising in magazines with pictures of their watches and a background that
underlines the message. And they have a wide product range with different collections.
Rotary is an UK brand which stands for good quality and value (Mintel, 2008). “It has been named
the Superbrand for the third consecutive year” (Rotary_Homepage, 2009a). The focus of them lies
on different designs that suit every situation – Rotary has a wide product range – and the water
resistance of their watches. As it is been said on their Homepage, Rotary is combining the ‘old with
the new’ and the ‘contemporary with the classic’.
Seiko has three different brands, but only the Seiko brand itself has to be considered in aspects of
competition, due to the fact that the other two brands have different target groups. Likewise to
Accurist and Rotary, Seiko has a strong brand portfolio. And it “is emphasising its long-term
investment in technological innovation and development” (Mintel, 2008). A very important aspect is
that Seiko is “one of the largest watches advertisers in the UK” (Seiko_Homepage, 2009a). They
are not only advertising in fashion and lifestyle magazines like GQ and Cosmopolitan and
newspaper supplements; Seiko is also making cinema and TV ads regularly (Seiko_Homepage,
2009a). Furthermore, Seiko is putting a high emphasis on window displays. Those are designed
eye-catching and should reflect the quality and the advantage of the watch. Due to all this Seiko
has established a “reputation for precision, reliability and excellence in advancing
technology” (Seiko_Homepage, 2009a).
Casio is leading the digital sector and it is consequently the key brand for those who want high
performance, as it has been found out in the survey from Mintel in 2008. However, the
consequence from that is that Casio is more addressed to men, which is also influencing the way
they promote. This company wants and is setting revolutionary standards; having thinner, lighter
and more durable- technology (Casio_Homepage, 2009a). They have a wide product range and
their motto is “marketing original products which improve the quality of life” (Casio_Annual Report,
2008). Casio is putting a high emphasis on the shock resistance of their watches that is a feature
they are always connected with.
To stick out in the rivalry watch market SMC recommends the client to concentrate on the following
things by promoting the product:
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As it can be seen above, each of the competitors have a wide product range. They have different
products for different customers, so it is important to point out that customers, who have an Apple
watch do not need different watches for different occasions, because it is an ‘all rounder’. It should
be expressed that the watch can be changed appropriately to the mood the customer has or the
event he/she wants to go to.
Moreover, it is advisable to show the customers that the Apple watch is not only innovative and has
a lot of features, which makes everyday life easier, it is also well designed, so that not only men
are addressed, but also women want this watch. All competitors have not reached this connection,
while Casio relies only on its technology; Accurist is focusing on the design.
In addition, the quality and the value for their money are important for the customers, especially in
current times, where customers have to deal with a decreasing purchasing power due to the
recession. Brands like Accurist and Rotary have the reputation for a high value. However, Apple
has already an established brand name; it stands for quality and satisfied customers. Customers
from Apple are more satisfied, due to less choice (The Tyranny of Too Much), which creates a
higher satisfaction with purchases, because too much leads to less satisfaction (Howe, 2007).
Thus, it is recommendable to make clear that there are only two models of the product.
Additionally, Apple has a lot of loyal customers, due to robust and easy to use products and
providing complete solutions. That is why the campaign should show these aspects of the watch
as well. Hence, one of the aims is to reach a connection of Apple with watches in the mind of the
people.
What is more, the demographic figures of the competitors (Appendix 3 pages M & N) show that
while all of these brands have established a strong marketing position for themselves, they
predominantly have customers in the older age demographic.
Casio as the exception having multiple design series aimed at a younger audience still does not
cover as much of the younger demographic as would be necessary for “the product”.
This implies that while the product is also aimed at customers above the age of 30, this age group
is not the main target group. Aiming for the younger “i-Pod Generation” places the product into a
niche and promises increased marketability.
Considering the saturation of the watch market, and the diversity and variety in the field, it is
obvious that for running a successful product, the watch manufacturers have to market and
advertise for some specific demographic to reach this customer group efficiently. However, our
client wishes to address an entire generation and mentality. These four brands focus on broadly
the same demographic but with different primary objectives. This shows that there is an “all you
can take” mentality in the watch market and that even though it is clear for whom which watches
were designed, they are still affordable in different income demographics. The product is
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furthermore aimed at modern fashion sensitive people; this means that students, young couples
and middle aged parents are all part of the customer grid, especially customers without their own
income like children and youths are prime candidates.
2.3. Media habits of competition
Apart from that, to specifically identify the most suitable advertising platform in television several
factors have to be determined.
At first it has been found out which television channels have the highest popularity within the
customers of the competitors to know where to promote best.
All information has been taken from TGI Netquest Survey Systems 2006 and the rating will be split
one rating according to percentage of watch owners and one to amount of viewers.
Accurist
The channels which enjoy the highest popularity within the

owners of an Accurist watch are the following in percentage:
• BRAVO – 18.17%
Out of 600 who voted BRAVO first 109 owned an Accurist.
• UKTV Gold – 17.59%
Out of 1609 who voted UKTV Gold first 283 owned an Accurist.
• TCM – 17.16%
Out of 670 who voted TCM first 115 owned an Accurist.
And the highest amount of Accurist owners voted as their favourite channel:
• BBC 1 – 2086 Viewers own an Accurist.
• ITV 1 - 1426 Viewers own an Accurist.
• Channel 4 – 375 Viewers own an Accurist.
Seiko
The most popular channels of Seiko watch owners are in

percentage:
• CNBC – 25.32%
Out of 79 who voted CNBC first 20 owned a Seiko.
• Any foreign language channel – 17.66%
Out of 351 who voted any foreign language channel first 62 owned a Seiko.
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• UKTV Documentary – 16.79%

Out of 548 who voted UKTV Documentary first 92 owned a Seiko.
While the highest amount of Seiko owners voted as their favourite channel the following ones:
• BBC1 – 1896 Viewers own a Seiko.
• ITV1 – 977 Viewers own a Seiko.
• Sky Sports – 363 Viewers own a Seiko.
The high percentage of Seiko owners who voted CNBC as their favourite channel shows their
customer groups preferences. Seiko being a luxury brand predominantly for business men and
upper class males. Same demographic perfectly applies to the high amount of Sky Sports
viewers. This implies that Seiko does not have the same core target group.
Casio
The channels with the highest popularity of Casio owners are

in percentage:
• Any foreign language channel – 16.81%
Out of 351 who voted for any foreign language channel first 59 owned a Casio.
• CNN International – 16.76%
Out of 185 who voted for CNN International 31 owned a Casio.
• Nickelodeon – 13.81%
Out of 268 who voted for Nickelodeon 37 owned a Casio.
The highest amount of Casio owners have voted the following channels as their favourite ones:
• BBC1 – 1160 Viewers own a Casio.
• ITV 1 – 535 Viewers own a Casio.
• Channel 4 – 241 Viewers own a Casio.
The high percentage that voted for any foreign language channel shows that Casio is a brand
that is more popular abroad and very internationally acknowledged. This does not mean that
this does not suit the target demographic of the product.
The survey’s universe consists of 47000+ people above the age of fifteen. This means that the
Casio owners who voted for Nickelodeon (a channel for children) should be in the age group of
15-25 years, which is our most important customer demographic.
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Rotary
The channels which enjoy the highest popularity with Rotary owners
in percentage are:
• UKTV Gold - 10.75%
Out of 1609 who voted UKTV Gold first 170 owned a Rotary.
• QVC – 10.55%
Out of 436 who voted for QVC first 46 owned a Rotary.
• UKTV Style – 10.40%
Out of 673 who voted for UKTV Style 70 owned a Rotary.
And the highest amount of Rotary owners voted as their favourite channel:
• BBC1 – 1567 Viewers owned a Rotary.
• ITV 1 – 963 Viewers owned a Rotary.
• Sky Sports – 247 Viewers owned a Rotary.
Rotary is a very international brand and due to its massive amount of products and a high
product diversity the percentages are very low due to the high spread.
Not only the television habits of the customers of the competitors play an important role for
decisions of where to promote, but also the media habits of the price range of the product.
Therefore SMC has done an analysis of the media habits of the price range, from which the
following conclusions are made (all figures concerning these conclusion can be found in appendix
4 page CC.
The marketing campaign for the product will entail primary and secondary ads. The primary ads
will be costly prime time TV advertisements while secondary ads will deliver information to the
product in numbers and facts. The most suitable media for this according to this poll would be
newspapers. Those newspaper issues would not simply reach a huge part of the key demographic,
but they would also give space and opportunity to display supportive ads. Furthermore, the
mindset when reading a Sunday newspaper could be essential to ensure maximum product
recognition. The impression when reading the newspaper on Sunday morning after a proper
breakfast, or reading it on a Monday or Tuesday at work while being under the negative influence
of stress and exterior pressure should be noticeably different.
The primary advertisement will be during prime time TV on one of the following channels, as far as
the budget allows this; BBC1 and ITV1. The ad should be placed in one of the highest voted times
as figures from the analysis point out, from Monday to Thursday in the late evening, 8pm-11pm. If
the ad is predominantly placed around television programs aimed at a young audience, such as
little Britain the amount of youths reached should be optimal.
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3. PROMOTIONAL OBJECTIVES
1. Establishing awareness within the population of the UK with an amount of 40% that
Apple is producing and selling wrist watches. This should be reached by the end of the
advertising campaign.
2. To create recognition of 65% in the target group of the Apple watches that the iTime
provides the special feature of a changing designer display. Customers should know that
there is the possibility to change the face of the watch whenever they like and that the
design is up to them, which makes an Apple watch special and admirable. This should
be achieved by the first of December 2009.
3. The connection of being ‘yourself’ and the positive attitude – and that the product has a
high quality and is innovative – should be reached through the advertising campaign. At
the end of the campaign 45% of the target group should connect this feeling of
heightened self-esteem with the product.
4. To build the image that wrist watches from Apple are innovative, modern and stylish. At
the end of the advertising campaign 55% of the wrist watch customers should connect
this image with the Apple watch.
5. At the end of December 2009, 75,000 Apple watches should be sold to the customers.
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4. THE CREATIVE BRIEF
4.1. Key benefits of the product
The product is compatible to all other Apple products. It is offering the possibility to change the
face of the watch, whenever the customer likes to change it. There will be different design samples
available and also a software for creating individual ones. Hence, it helps people to express
themselves and their mood. In addition the watch has a lot of features like the calendar or address
book, which makes life easier, especially for business people and students, who need a good time
management.
4.2. Slogan - explanation
The slogan of this campaign is created in connection to the key benefits: ‘It’s my iTime’.
It should express to the target audience that with the Apple watch customers can enjoy their time,
they have know the possibility to manage it well, but most important they can just be as they want
to.
4.3. The communication mix
4.3.1. Above-the-line promotion
The SMC Agency is recommending the following mediums to the client:
First of all, there should be outdoor advertising on billboards, bus shelter, underground railway
stations and airports. One reasons for this it that our target group consists of pupils and students,
who drive to school or university by bus, bike or car every morning and back in the afternoon. And
the business people, who are also part of the target group, are travelling to work by underground
railway, car and bus. Consequently, they are confronted with those ads every day. Hence, it also
provides the possibility to arouse recognition and interest. “The most important characteristic of
posters is their ability to create, through boldness, colour, size and repetition […]
awareness” (Jefkins and Yadin, 2000, p. 117) that is why SMC advises such ads: to establish
awareness within the population that Apple is selling watches now (see objective 1). Furthermore,
this medium offers high visibility, which is important, due to the fact that the focus lies on the
design. And its size is a powerful attraction (Sissors and Baron, 2002, p. 246). Moreover, posters
and billboards work 24 hours a day (Sissors and Baron, 2002, p. 246), which cannot be offered by
another medium.
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Apart from that, a TV and cinema ad is also advisable, because it has the “combination of colour,
sound and action” (Jefkins and Yadin, 2000, p. 99). Through this a special emotion toward the
product where a positive attitude towards it can be evoked (see objective 3) by expressing the
image connected with the watch (see objective 4). Moreover, the high visibility (Dibb et al., 2006, p.
553) is useful for showing the special feature of the product ‘the changeable design’ (see objective
2). And a large audience can be reached. Especially the cinema ad has the advantage of a large
screen and an entertaining atmosphere (Jefkins and Yadin, 2000, p. 113). Consequently, the
captivation of the audience is higher because people cannot change the channel.
These reasons and the fact that our target audience consist of students and pupils, who go into the
cinema and watch a lot of TV in their leisure times makes a TV and cinema ad recommendable.
Also, the business people watch TV after a stressful working day to relax. By choosing the right
channel and time they can be reached very well.
Last but not least, the SMC Agency recommends advertising in newspapers to support the other
ads. While the outdoor and TV/cinema ads are for creating awareness, the ads in newspapers are
there to provide further information for the interested customers. Newspapers give the opportunity
to “provide detailed reports, which can be read, re-read and retained […]” (Jefkins and Yadin,
2000, p. 77). Thus, a focus on the features, which the product offers the customer can be picked
up and described there (see objective 2). Furthermore, the visibility supports to underline the
image connected with the watch (see objective 4). All in all it is a medium that is read in leisure
times, which means that there is a high interest. Newspapers can be kept or passed to other
readers (Jefkins and Yadin, 2000, p. 85), owing to the fact that they are mobile. Additionally,
newspaper ads are cheaper than the other media vehicles (Jefkins and Yadin, 2000, p. 84). All
these advantages should be capitalized. Advertising in newspapers makes it also possible to reach
the target audience better, due to information from ACORN, which gives detailed information,
which newspapers are mostly read by the target group.
4.3.2. Below-the-line promotion
The below-the-line promotion that SMC is recommending consists of two kinds of sales promotion.
On the one hand there should be a ‘gift with purchase’ to encourage customers to buy the product,
during the duration of the advertising campaign. If customers are still considering buying the
product this could be the final aspect for making a purchase decision. Due to the fact that the
targeted customers are business people and students, who always need a USB-Stick at work or in
the university, it would be attractive to them to get one of those for free. And that is exactly the
idea: If a person buys an Apple watch the customer gets a USB-Stick (1GB) for free. Moreover,
there will the first 10 templates for the watch on it. The USB-Stick will be white with a black Apple
logo on the one side and lettering saying ‘iTime’ on the other side. This makes it also very
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attractive for the loyal customers from Apple, because it gives them the opportunity to posses an
USB-Stick, which fits with their Mac and simultaneously, shows their positive attitude towards
Apple products. This promotion has a “genuine usefulness and therefore long promotional
life” (Jefkins and Yadin, 2000, p. 134).
Customers will get to know about the free USB-Stick through the newspaper ads, which will point it
out. The SMC decided that this promotion in connection with the POS - which is explained in the
next section - will be the best way to reach the amount of sales the company is targeting (see
objective 5).
On the other hand Point-of-Sale (POS) promotion is advisable, because “with two-thirds of all
purchases resulting from in-store decisions, POS can help sustain incremental sales if a brand’s
essential components – brand name, positioning and visual image – are the basis of the POS
display” (Dibb et al., 2006, p. 599). Therefore SMC plans to hand out posters for the displays to the
retailers, which show the product. And the decoration for the displays has to be given to the retailer
as well. It is recommendable to create huge digital watches in the form of the Apple logo, which
show a ‘commercial’ film about the product, but without any sounds, owing to the positioning
behind the display windows. Through this the attention of he people, who are passing by, will be
caught, due to the fact that this is an unusual way of designing the window display for jewellery
retailers. And the movie, which is shown, will show the product and its special features.
The recognition among the target group (see objective 2) and the awareness will be increased
through this (see objective 1), due to the fact that it will catch peoples attention. Likewise, loyal
customers from Apple will get more in touch with it, when they are in one of the Apple stores.
Furthermore, will this help to attract the under 25s, which presents a huge part of our target group,
because they are more open to impulse buys and this promotion will catch their attention.
Last but not least SMC decided that there also should be a ‘free gift box’ available. The reason is
that it has been found out through the market analysis (Chapter 2.1 page 2) that a lot of people buy
watches as a present. This will consequently have a share in the customer satisfaction. The aspect
that there is a free gift box available will be pointed out on the posters for the POS and in the
commercial within the ‘huge Apple watch’ in the window displays.
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5. MARKETING COMMUNICATION STRATEGY

As it has already been said in the descriptions of the creative brief, this campaign is pursuing a
‘pull strategy’. This is due to the fact that the message is directed at targeted end-user customers.
SMC advises to do so, because the Apple watch is a product, which the people first have to
become aware of, before they can consider to buy it. It is not like a shampoo, which people will buy
anyway and which will be chosen from the shelves. Furthermore, the intention is to establish a
level of awareness (see objective 1), to reinforce an attitude (see objective 3) and to motivate the
target audience to buy the product. “[…]The traditional approach has been to deliver mass media
advertising supported by below-the-line communications, most notably sales promotions” (Fill,
2006, p. 334) and that is exactly what the SMC would advice the client to do, due to the reasons
described above.
Apart from that the following advertising strategies are used in this campaign; both the ‘brand
imaging’ and the ‘unique selling position’. The brand imaging strategy “attempts to create an image
for the product […] on psychological claims” (Ogden, 1998, p. 65), this is exactly what the ads are
about. They appeal at the target audience, if they want to be modern and themselves they need
this watch. Additionally, through the unique changing of the surface of the watch display a unique
selling position is reached, this is something that competitors do not offer. They have no ‘all-
rounder’ watch, which makes life easier and is suitable for every occasion. Therefore the unique
selling positioning strategy is also used.
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6. PROMOTIONAL MIX, SCHEDULING AND

IMPLEMENTATION
6.1. Billboard and poster ad

Drafts of the billboard ads
The billboards and poster ads (at bus-shelters, airports and billboards near universities and city
centres) should look like that. The concentration is on the Apple logo plus the watch, which are
white coloured due to the Apple design. It should be like that because these ads are created with
the aim to make people aware of the aspect that Apple is selling watches now. These ads are for
recognition and should evoke the interest of getting to know more about the Apple watch. That is
why there is a hint concerning the Apple website in the right corner. The background is in different
colours from ad to ad, but on each ad there are two different colours: these get from the one -
SMC! 14
iTIME! 2009
starting in the top left corner - into another colour - at the down corner on the right. SCM advises to
do so, because it leads the eyes towards the website. Bright colours are chosen, due to the fact
that they are eye-catching and the attention of young people, who are mainly addressed, can be
caught through this more than with light colours.
(You can see the animation of the
draft as a video, and the other ads in full
6.2 .TV and cinema ad quality here: appleitime.blogspot.com)
The aim of the television and cinemaad is to show to the target audience that our client sells a new
product he did not sell before. That means that this media will help to increase the product
awareness.
There are three main parts: an introductory shot, followed by the dynamic core and finally ending
with the logo of the client.
First shot of the TV ad:
The first shot is a link to the poster

billboard, it takes the same idea (the
Apple logo associated with a pictogram
watch thanks to a "+" positive symbol.
The + symbol is in the centre, the
Apple logo enters the screen from the
left and the watch pictogram from the
left.
A zoom effect will catch the eyes of the watcher and will prepare his/her focus for the core part.
For the main part, each shot length has one second and is sync with the music. The product is on
the wrist of an arm, each shot shows a new kind of display or function in the screen of the watch.
The arms change too, to reflect the gen
Several shots of the “core part”:
ders of target the SMC chose to focus on.
The clothes choose on some arms help to
associate the clock to an idea of fashion.
The most important features will be
shown, but the ad really focuses on the
main feature that is the ability to choose
how the time is displayed.
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The last shot of the TV ad: The Apple logo will be shown at the
end of the ad with a quick animation
of sun shines behind. It links the TV
ad to the newspaper ad, as the same
sun shines are used there.
The colour for the first and last shots
are similar, hot colours (red, orange,
yellow) that make a good contrast
with the grey background. And
reinforce the positive energetic and
fun lifestyle side of the watch.
All the shots of the TV Ad (Draft) (From Top left to bottom right) :
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6.3. Newspaper ad
SCM is recommending such an ad for the newspapers, due to the fact that those ads should
provide more details, especially to those who got aware of the product through outdoor and the TV
ads. Apart from the shown feature of the changing design in the TV commercial, the newspaper
ads offer the customers to get to know more about the other features. That is why there are the
descriptions on the left and right side of the arm. The hand is pointing upwards for the symbolism
of winners, because if people win a match they throw their fist in the air like that. It is also the
symbol of the Olympic Games. Consequently, it should express the image of being on the winning
side and being special. And on the other hand there is the slogan: ‘It’s my iTime’, which should
express, as already described, that with an iTime you have the power to manage everything. And
that people can express themselves through the iTime. Additionally, there is of course the watch in
the middle of the page, on which is the focus. It is at the centre, because that is, what it is all about.
But what is more, shafts of sunlight come from the watch. They are bright (and eye-catching) and
stand for the aspect, which positive charisma and influence this watch gives its owner.
Here the drafts of the poster and USB-Stick are shown, which have been described in detail in the
section of the below-the-line promotion:
The poster draft:
The design of the USB stick:
SMC! 17
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SMC! 18
iTIME! 2009
6.4. Media Plan

Table 1 - Media Plan Time Strategy:
! ! ! ! ! ! ! ! !
Outdoor ads ! ! ! ! ! ! !
! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
Newspaper
ads ! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! !
TV
commercials ! ! ! ! ! ! ! ! !
! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
Cinema ads ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
Week 1 2 3 4 5 6 7 8 9
All decisions concerning the media plan are drawn on the information from TGI-Netquest and
ACORN.
First of all it has to be said that SMC recommends starting with the advertising campaign at the
end of October. The campaign should then take 9 weeks, till Christmas. Hence, the advertising
campaigns will be from the 26 October 2009 till the 24 December 2009. The SMC decided to
choose theses dates, because watches are often a gift and Christmas is the time of gifts.
Therefore, it is useful to make people aware of the watches at the end of October, so that when in
November the first persons start to buy Christmas presents they are aware of it. Furthermore, it is
a busy time and people are often stressed. The watch as an ‘all-rounder’, which makes live easier,
that’s what makes it admirable especially at those hectically times.
There are only outdoor ads in the first week to create curiosity inquisitiveness and interest by the
target group. In the second week the cinema and TV ads will start to run to give people more
information and to create more interest. Finally, in week 3, there will be the first newspaper ads, so
that the people can find out all the information about the watch.
The outdoor ads will end at week 4, because they are mainly used to make people aware of the
fact that Apple is selling watches. And the last two week there will be some again, as a reminder,
especially for those who are still seeking a Christmas present for the people they love.
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iTIME! 2009
Newspaper ads should be regular to give enough information, but not too often, so that people do
not get annoyed by it.
The TV ads are continuously from week 2. This will happen with a pushing factor at the beginning
and the end. The reason to do so is that the push is for establishing awareness and the second
one to remind short before Christmas.
The cinema ads are only an additional tool. That is why they should be shown at the beginning to
make people aware of the product and that they connect the special feature of the changing design
with the Apple watch. But then they should stop and start the last 3 weeks again, as a reminder.
6.4.1. Plan of the outdoor advertisements
SMC is recommending doing the outdoor ads at main roads and at buildings near the city centres,
shopping malls and universities, because that is where our target audience travels to work or
university or they go out for some shopping in their leisure time in the city. These ads should be in
the following areas:
Mainly in outer and inner London, because there are not only living a lot of people, but also many
people travel to work there. And five of the main consumer types live there (which is explained in
Appendix 4 page DD). Additionally, Edinburgh and Brighton is very important, due to the high
concentration of our target group there. Likewise, is it with Cambridge, Glasgow, Guildford,
Norwich, Oxford, Swindon, Bristol, Canterbury, Milton Keynes and Cardiff. These are the cities to
concentrate on. Further important cities where ads are advisable are Aberdeen, Belfast and Leeds.
This decisions was made from the analysis of where the people of the target group mostly live (see
Appendix 4 page DD)
Table 2 - Outdoor advertisements:
Area/City Week Where Amount Sizes

London 1-4 Sutton Near shopping 2 48sheets
centres, high
streets
1-4 Bromley Near University of 2 1*48
Greenwich, near 1*96
shopping centres
1-4 Croydon High street 1 96
1-4 Ealing Near Thames 1 96
Valley University
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1-4 Richmond upon Near St. Mary’s 2 1*48

Thames University, high 1*96
street
1-4 Kingston upon Near Kingston 2 1*48
Thames University, high 1*96
street
1-4 Harrow Near shopping 1 48
centres
1-4 Kingston and High street 1 48
Chelsea
1-4 Wandsworth Near St. Georg’s 2 1*48
University, high 1*96
street
1-4 Airport Heathrow 1 48
1-4 Airport Stansted 1 48
1-4 Airport Gatwick 1 48
1-4 Railway station Victoria 1 48
1-4 Railway station Waterloo 1 48
1-4 Railway station London Bridge 1 48
1-4 Railway station Richmond 1 48
Edinburgh 1-4 Near subway stations 2 1*48
1*96
1-4 Main roads 2 1*48
1*96
1-4 Near Universities 1 48
1-4 (Near) shopping malls 1 48
Brighton 1-4 Near Universities 2 1*48
1*96
1-4 Main roads 2 1*48
1*96
Cambridge 1-4 At key locations 2 1*48
1*96
1-4 Near Universities 2 1*48
1*96
Milton Keynes 1-4 Near railway stations 1 48
1-4 Main roads 1 48
Norwich 1-4 Near schools 1 48
(Near) shopping malls 1 48
Oxford 1-4 Near Universities 2 1*48
1*96
Swindon 1-4 Main road 1 48
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Bristol 1-4 Main road 1 48
Canterbury 1-4 (Near) shopping malls 1 48
Cardiff 1-4 (Near) shopping malls 1 48
Glasgow 1-4 (Near) shopping malls 1 48
Guilford 1-4 (Near) shopping malls 1 48
Leeds 1-4 Main road 1 48
Belfast 1-4 Main road 1 48
Aberdeen 1-4 (Near) shopping malls 1 48
London 8-9 At subway(tube) stations 2 1*48

1*96
8-9 In student hall areas 2 1*48
1*96
8-9 Centre city areas 2 1*48
1*96
Cambridge 8-9 (Near) shopping malls 1 48
8-9 Near university 1
Brighton 8-9 (Near) shopping malls 1 48
Edinburg 8-9 (Near) shopping malls 1 48
8-9 (Near) University 1 48
Milton Keynes 8-9 (Near) shopping malls 1 48
Oxford 8-9 (Near) University 1 48
(Near) shopping malls 1 48
And additionally there will be 20 bus shelter ads in each key city/area mentioned above, but
London will have a higher density of bus shelter ads (100 ads for all three fortnights).
There will also be advertising placed on motorways for motorists and travellers. These will be
covered by the ADmedia limited “National cover campaign package”. This package consists of
6sheet posters positioned at motorway stops and petrol stations. This campaign lasts 6 weeks and
has a fixed price.
6.4.2. Plan of the television advertisements
The prime time of our target group is mostly between 8 pm and 11 pm. That is why SMC advises to
advertise during those times. Television ads are expensive and due to that SCM decided that it
would be best to advertise only on the 4 main channels, which are the favourable channels or most
watched channels of the target group. The conclusion of the analysis led to the following plan:
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Table 3 - Television advertisements:
TV Channel Week (2-9) Day Time Amount

Five 3, 8, 9, 7 Monday 8.00 – 10.59 pm 1
2, 4, 8 Tuesday 8.00 – 10.59 pm 2
3, 8, 5 Wednesday 8.00 – 10.59 pm 2 in week 8 and 1 in
week 3 and 5
2, 4, 6 Friday 8.00 – 10.59 pm 2 in week 2 and 4, 1 in
week 6
2, 5, 6, 8 Saturday 8.00 – 10.59 pm 1 in week 5 and 6, 2 in
week 8
2, 4, 7 Sunday 8.00 – 10.59 pm 1
ITV1 2-9 Tuesday 11.00 – 12.59 pm 2 in week 2,3,4 and 8, 1
in the other weeks
2, 3, 4, 8 Wednesday 11.00 – 12.59 pm 2
3, 5, 8 Thursday 11.00 – 12.59 pm 2 in week 3 and 8, 1 in
week 5
2, 4, 6, 8 Friday 8.00 – 10.59 pm 2
3, 5, 7 Saturday 8.00 – 10.59 pm 1
2, 4, 6, 8 Sunday 8.00 – 10.59 pm 2
Channel 4 2-9 Monday 5.30 – 7.59 pm 2 in week 2,3,4 and 8, 1
in the other weeks
2, 3, 4, 8, 9 Tuesday 5.30 – 7.59 pm 2 in week 2,3,4,8 and 1
in week 9
2-9 Wednesday 5.30 – 7.59 pm 2 in week 2,3,4 and 8, 1
in the other weeks
3,4,8 Thursday 5.30 – 7.59 pm 2
2, 6 Friday 8.00 – 10.59 pm 2
4, 8 Sunday 8.00 – 10.59 pm 2
Sky Sports For Sky Sports SMC will negotiate individual ad airing times modelled to the
sports of interest for our target audience. (Important football matches, alpine
sports events etc.) The maximum budget planned is £1,000,000.
Channel 4
SMC has chosen channel 4 entertainment as the main ad bearer for the channel 4 network due to
its high amount of audience which fits the necessary demographic. The drama and film channels
are evenly matched, whereas there is a lower amount of advertising on the channel4 network
documentary channel.
ITV1
The local news has a high target audience and comparably low cost, so SMC heavily relies on the
ad airing at this time. The coronation street and drama series are targeting viewers who return from
SMC! 23
iTIME! 2009
their daily occupation exhausted, and relax in front of their TV, thus being more susceptible to the
products ad.
Five
Channel Five does not discern between prime-time advertising costs, therefore these conditions
will be negotiated individually.
BBC
BBC1 and 2 would be the most important advertising channels due to its massive amount of
viewers, but the network does not support private advertising.
6.4.3. Plan of the cinema advertisements
The cinema ads should be played in Milton Keynes, Guildford, Swindon and London, due to the
fact that there are mostly living the consumers of type 26 of the target group, which are frequently
visiting the cinema in their leisure time. Also consumers of type 24 live in Milton Keynes and of
type 13 live in London. Apart from that the cinema ad is advisable in the following areas;
Edinburgh, Cambridge, Brighton and Oxford. This is because those are university cities and the
students – a huge part of the target group - prefer cinema visits as a leisure activity. SMC has
chosen ‘Pearl and Dean’ as their advertising distributor for the cinema ad of the product. The
advertising density will be higher in the mentioned areas. Pearl and Dean offers a Customer Target
package which advertises in groups of movies all aimed at a similar audience demographic. And
concerning the target group of the product SMC decided to promote to the 18 to 34 years old. SMC
has decided to purchase this package for the entirety of the campaign. To ensure an especially
high coverage in the mentioned areas additional funds will be directed to those areas.
6.4.4. Plan of the newspaper advertisements
The target group of the product is reading the following newspaper, which is concluded from the
analysis of the data from ACORN and TGI-Netquest:
The Financial Times, the Guardian, the Independent and the Observer are the most important
ones. And the Telegraph, the Daily Express, the Sun, the Times and the Sunday Times are also
crucial.
Furthermore, the ads in those newspapers should be in the section of the local news and national
news, because as TGI found out theses are the most read sections of the customers of the price
range of the watches. What is more, some ads should be placed in the sport section, owing to
men, who like to read that part (see Appendix 4 page EE).
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Table 4 - Newspaper advertisements:
Newspaper Week Day Section Size

Financial Times 3 Monday Business news Full page
Guardian 3 Monday Business news Full page
The Daily Express 3 Monday UK new Full page
The Sun 3 Tuesday Gossip/ Celebrity Half page
news
The Time 3 Tuesday UK news Half page
Independent 3 Wednesday UK news Half page
Telegraph 3 Wednesday Fashion and Full page
Lifestyle
Guardian 3 Friday Business news ! page
The Sun 3 Friday Gossip/ Celebrity Half page
news
The Sunday Times 3 Sunday UK news Half page
Observer 3 Sunday UK news Full page
Financial Times 5 Monday Economy Half page

Independent 5 Monday Business news Full page
Guardian 5 Monday World news Full page
Telegraph 5 Tuesday UK news Half page
The Sun 5 Tuesday Gossip/ Celebrity Full page
news
Guardian 5 Wednesday Business news Full page
The Financial Times 5 Wednesday Business news Full page
Daily Express 5 Thursday Sport news ! page
The Sun 5 Friday Sport news Half page
The Financial Times 5 Friday UK news ! page
The Times 5 Friday World news Half page
Independent 5 Saturday UK news Full page
Telegraph 5 Saturday World news Full page
The Sunday Times 5 Sunday UK news Full page
Observer 5 Sunday UK news Full page
Independent 7 Monday Business news Full page

The Sun 7 Monday Gossip/ Celebrity Full page
news
Telegraph 7 Tuesday Fashion and Half page
Lifestyle
The Financial Times 7 Tuesday Business news Full page
The Times 7 Wednesday World news ! page
The Sun 7 Thursday Gossip/ Celebrity Half page
news
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Guardian 7 Friday Business news Full page

Telegraph 7 Saturday News Full page
The Financial Times 7 Saturday World news Half page
Guardian 7 Saturday Business news Full page
The Sunday Times 7 Sunday UK news Full page
The Observer 7 Sunday UK news Full page
Guardian 9 Monday Business news Half page

Daily Express 9 Monday Sport news ! page
Telegraph 9 Monday UK news ! page
Independent 9 Monday World news Full page
Guardian 9 Tuesday World news Half page
The Financial Times 9 Tuesday Economy news Full page
The Sun 9 Wednesday Sport news Half page
Guardian 9 Wednesday Business news Full page
SMC! 26
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7. RESOURCES
The budget set for the products advertising costs is £7.5 million. SMC has chosen to distribute this
budget between different media platforms.
Outdoor advertisement consisting of inner city and motorway advertising consumes £883,200. The
advertisement is separated into 6sheet posters, displayed at bus shelters, shopping malls and
pedestrian areas, 48sheet posters located at street corners and subway stations, and 96sheet
posters located at motorways and high positions easily viewable from far away locations. The
6sheet posters will be placed with an especially high density in London due to the high population,
SMC has decided to add 100 panels for the duration of 6 weeks in total. The origin of these costs
is deductible from the following table.
Table 5 - Outdoor advertisements resources
Type of support 48 96 Bus Stops Bus Stops Motorway Total Cost

London Advertisment
£ 58,200 60,000 582,000 90,000 93000 883,200
SMC also recommend advertising in association with Pearl and Dean Cinema advertising. Pearl
and Dean offers a complete target group package, which is spread nation wide. This package
costs approximately £353,000.This cost includes a 30-second ad before all movies targeted at the
age groups 15-34 for 3 weeks. To increase the cinema coverage in cities with a high amount of
students, an additional £150,000 will be distributed to associated cinemas. This will be purchased
for the duration of 6 weeks, thus the total cost amounts to approximately £1,000,000.
Newspaper advertising will be evenly spread across several different publications targeting a
variety of slightly different customer demographics, which all fit the products customer profile. The
costs are deducted from full, half and quarter page adds in the discussed newspapers.
The total cost for newspaper advertising is £1,399,180 more details can be seen in the table
below:
Table 6 - Newspapers advertisements resources
Name Full Page(s) Half Page(s) Quarter Page(s) Total Cost

The Daily Express 31,500 0 23,625 55,125
The Financial Times 281,500 56,318 25500 363318
The Guardian 108,000 18,000 4500 130,500
The Independant 52,200 6525 0 58725
The Observer 66,000 0 0 66000
The Sun 101,800 127,400 0 229200
The Sunday Times 180,130 45032 0 225162
The Telegraph 177,000 59,000 14750 250750
The Times 0 13600 6800 20400
TOTAL BUDGET 1,399,180
SMC! 27
iTIME! 2009
Chart
Chart for newspaper
1 - Newspapers resources repartition
4%
18% The Daily Express
1%
The Financial Times
26% The Guardian
The Independant
The Observer
16% The Sun
The Sunday Times
The Telegraph
9%
4% The Times
16% 5%
The largest part of the budget is dedicated to ITV1, channel 4, channel Five, and Sky Sports.
The distribution to the different channels and airing times is deductible from the following table.
Table 7 - Television advertisements resources
Chart TV
Chart 2 - Television resources repartition
The plan of remaining budget of

round about £1.5 million is as a
security to ensure that all target
areas are consistently covered by
26%
36% iTV
the product’s advertising campaign.
Channel 4
If the calculated estimates are not
Channel 5
accurate, or customer feedback is Sky Sports TV
19%
surprisingly low in some areas or
20%
through a media vehicle, the left
over budget will be used to
strengthen advertising presence there.
SMC! 28
iTIME! 2009
The global repartition of the budget between the different media is the following.
Table 8 - Total advertisements resources
Media Total Cost

Newspaper 1,399,180
TV 2,770,737
Cinema 1,000,000
Outdoor Advertisment 883,200
TOTAL COST
6,053,117
Chart 3 - Global resources repartition

Chart for total cost Newspaper
TV
Cinema
15% 23% Outdoor Advertisment
17%
46%
SMC! 29
iTIME! 2009
8. EVALUATION OF CONTROL
To find out if the campaign is working and later on if it has worked, the SMC Agency advises to do
tracking studies and likeability tests as concurrent testing and to do recognition test as post-testing.
The tracking study “involves interviewing a large number of people on a regular basis with the
purpose of collecting data about buyers’ perception of marketing communication messages” (Fill,
2006, p. 483). Those tests are conducted while the campaign is running and can help to find out if
the aimed target - that people create a positive attitude about the Apple watch and that they have
established an image of Apple watches as modern, innovative and stylish – is reached. Moreover,
this test gives information about the established awareness level among the target group.
Hence, if those tests show that in some areas, which the campaign is especially targeting at, the
awareness level is lower than the targeted 40%, ads in those areas are pushed. The possibility to
do so is given through the kept money from the budget. Due to this a concurrent test is important;
at the end of the campaign no further pushes are possible.
Apart from that, the SMC Agency is advocating a likeability test. The reason is that researchers
have found out that the likeability of an ad is the most predictable factor for sales (Fill, 2006, p.
485). Thus, an agency specialised in conducting those tests should be hired to find out how people
like the ad and if there is something that disturbs them or what they dislike. If through these tests it
is found out that for example the background music of the TV commercial is disliked by the target
audience, it will be changed and the changed TV ads will be pushed.
As it can be seen from the description those pre-tests are very important as a tool for control
during the campaign if the targeted aims will be reached. And if not they will give a hint, so that
changes can be made to move on more successful. Finally, SMC is advising to do the recognition
test in week 3 and 5, and to conduct the likeability test in week 3, so that there is time to induce
changes if necessary afterwards.
However, SMC is also recommending a post test for two reasons: on the one hand to find out if the
objectives of this campaign are reached and on the other hand those tests provide the opportunity
to set up benchmarks for future campaigns.
The post-test, which to the mind of SMC, fits best for this advertising campaign is the recognition
test:
Through a recognition test, which is “based upon the memory and the ability of respondents to
reprocess information about [the] ad” (Fill, 2006, p. 481), it can be found out how well the ads
worked. SMC would advise to ‘Starch Readership Report’ test (Fill, 2006, p. 481). The regular
readers of the newspapers, the ads are in, will be asked if they have seen the ad and also which
SMC! 30
iTIME! 2009
elements they can remember. This tests is also recommendable as a pre-test, because again it
gives the possibility if the ads are not noticed enough to push them, but choosing a bigger size or
do some more or to change some aspects. On the whole there should be two interview series with
round about 200 people of the target group: one at the middle of the campaign and one after the
campaign.
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sinatra/oxygen_academic/search_results/show&/display/id=300257 [accessed 12 December
2008].
• Newspaper Marketing Agency, 2009. Newspaper Data 2009 [online] http://www.nmauk.co.uk/

nma/do/live/factsAndFigures [accessed 15 March 2009]
• Pearl & Dean, 2009.Cinema ads 2009 [online], Available from: http://www.pearlanddean.com/
[accessed 18 March 2009].
• Rotary_Homepage, 2009a. Superbrands [online]. Available from: http://www.rotarywatches.com/

UK/superbrands.aspx [accessed 18 February 2009].
• Rotary_Homepage, 2009b. Rotary watches – Range overview [online]. Available from: http://
www.rotarywatches.com/UK/RangeOverview.aspx [accessed 18 February 2009].
• Rotray_Homepage, 2009c. About Rotary – Advertising [online]. Available from: http://

www.rotarywatches.com/uk/advertising.aspx [accessed 21 February 2009].
• Seiko_Homepage, 2009a. About us [online]. Available from: http://www.seiko.co.uk/about

• Seiko_Homepage, 2009b. Technology [online]. Available from: http://www.seiko.co.uk/

technology [accessed 18 February 2009].
• Seiko_Homepage, 2009c. Products [online]. Available from: http://www.seiko.co.uk/products/

seiko/c/spring_drive [accessed 18 February 2009].
SMC! 34
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• Seiko_Homepage, 2009d. [online]. Available from: http://www.seiko.de/ [accessed 20 February

2009].
• Seiko_Homepage, 2009d. Sponsorship [online]. Available from: http://www.seikowatches.com/

sponsorship.html [accessed 19 February 2009].
• Seiko_Homepage, 2009e. Ad galleries [online]. Available from: http://www.seiko.co.uk/ad-
galleries [accessed 21 February 2009].
• TGI Netquest, 2006. GB TGI 2006 Q2 – Watches [online]. Available from: https://
www.kmrsoftware.net/netquestuni/default.aspx [accessed 15 January 2009].
• Zend, C., 2009. Accurist watches [online]. Available from: http://ezinearticles.com/?Accurist-

Watches&id=1892080&opt=print [accessed 20 February 2009].
SMC! 35
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APPENDIX
SMC! A
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APPENDIX 1
SMC! A
ITIME! 2009
Reflective statement
In retrospect the campaign has developed several strengths and weaknesses.
The Strengths
SMC has heavily targeted active and extroverted people by advertising predominantly in
newspapers and in public areas. The TV advertising primarily takes place in the evening during
prime time. This should result in the more active outgoing part of the demographic being aware of
the product and ultimately purchasing the product.
What is more we have succeeded to connect the different parts of the campaign (customer
analysis, competitor analysis, cost analysis etc.) and ensured consistency throughout the
The designs and layout of the ads are linked and it is easy to see that they belong together. This
should guarantee a high product recognition and customer awareness. The simplicity and
consistency of the designs throughout the different media platforms is definitely one of the
campaigns strengths.
The Weaknesses
SMC has not purchased any internet advertising space, because each ad points to the apple
webpage for further information. But as there are so many people purchasing items online, and
especially because its apple which has a high internet presence, this should have been part of the
SMC has decided that should a similar project occur, methods should slightly differ.
The method of gathering data would be different. Initial figures were gathered and calculated from
TGI Netquest which proved to be tedious and time consuming. Instead SMC should have used
BRAD and ACORN a lot sooner, as their demographic sections are more suited for this kind of
campaign and the information is more precise and condensed.
SMC! B
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Meeting logs
10 December 2008
Names Attendance Task for the next meeting
Taylan Sengul Y Ideas for the product to promote
Syed Shah Y Ideas for the product to promote
Loic Terrasson Odin Y Ideas for the product to promote
Melanie Wind Y Ideas for the product to promote
15 December 2008
Taylan Sengul Y Ideas for the company
Syed Shah Y Ideas for the company
Loic Terrasson Odin Y Ideas for the company
Melanie Wind Y Ideas for the company
15 January 2009
Taylan Sengul N ---
Syed Shah Y Ideas about how the product should look like
Loic Terrasson Odin Y Ideas about how the product should look like
Melanie Wind Y Ideas about how the product should look like,
setting up a plan/structure
22 January 2009
Taylan Sengul N ---
Syed Shah Y Information about the watch market
Loic Terrasson Odin Y Product development
Melanie Wind Y Customer analysis: Customers of the watch
market
29 January 2009
Taylan Sengul N ---
Syed Shah Y Information about, who are possible competitors
Loic Terrasson Odin Y Description of the product and its features
Melanie Wind Y Customer analysis: Customers of Apple
SMC! C
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05 February 2009
Taylan Sengul Y Information about the watch market from TGI
Syed Shah Y Ideas for the objectives
Loic Terrasson Odin Y Ideas for the objectives
Melanie Wind Y Ideas for the objectives
12 February 2009
Taylan Sengul Y Information about the 4 main competitors from TGI
Syed Shah Y Information about Casio and Accurist
Loic Terrasson Odin Y SOWT-Analysis for Apple
Melanie Wind Y Information about Seiko and Rotary;
Typing and formulating the objectives
19 February 2009
Taylan Sengul Y Figures concerning the competitors, diagram and
analysis
Syed Shah Y Typing the introduction of who are the competitor
Loic Terrasson Odin N ---
Melanie Wind Y Typing the text of the customer analysis
24 February 2009
Taylan Sengul Y Further information about the media habits
Syed Shah Y How do our competitors promote?
Loic Terrasson Odin N Typing the product description
Melanie Wind Y Communications strategy
! Everyone should think about possible slogans
26 February 2009
Taylan Sengul Y Further information about the media habits
Syed Shah Y How do our competitors promote?
Loic Terrasson Odin Y SWOT analysis for Apple
Melanie Wind Y Competitor analysis : What they stand for and how
the promote
SMC! D
ITIME! 2009
03 March 2009
Taylan Sengul Y Conclusion of the tables about the competitors
(from TGI)
Syed Shah N ---
Loic Terrasson Odin Y Completing the SWOT-analysis and typing the
conclusion
Melanie Wind Y Completing the competitor analysis
05 March 2009
Taylan Sengul Y 3 ideas for a TV ad, slogan
Syed Shah N ---
Loic Terrasson Odin Y 3 ideas for a TV ad, slogan
Melanie Wind Y 3 ideas for a TV ad, slogan, Define the customer
types with ACORN
10 March 2009
Taylan Sengul Y Information concerning the cinema ad (costs,
which cinema and so on)
Syed Shah Y Ideas for below-the-line promotion
Loic Terrasson Odin Y Daft of the TV ad
Melanie Wind Y Text about the media mix
! Everyone thinks about possible magazine ads
12 March 2009
Taylan Sengul Y Information concerning the cinema ad (costs,
which cinema and so on)
Syed Shah Y Which methods are available for the evaluation?
Loic Terrasson Odin Y Draft of the magazine and billboard/poster ad
Melanie Wind Y Below-the-line-promotion: Read the information,
find arguments, and write the text
SMC! E
ITIME! 2009
17 March 2009
Taylan Sengul N ---
Syed Shah Y Methods of Evaluation
Loic Terrasson Odin Y Finishing the ads and explanation of the TV
commercial
Melanie Wind Y Explanation of the outdoors ads and magazine
ads,
The media plan
19 March 2009
Taylan Sengul Y Find out the costs
Syed Shah N ---
Loic Terrasson Odin Y Finishing the drafts of the ads
Melanie Wind Y Text about evaluation
21 March
Taylan Sengul Y ! all texts are put together, reflective statement,
Syed Shah N layout, proofreading
Loic Terrasson Odin Y
Melanie Wind Y
SMC! F
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APPENDIX 2
SMC! G
ITIME! 2009
Product description
• Customization of the display:

• Analogue
• Digital
• Polar
• Fancy
Functions:
• iCal (date and planning)
• multi-timer
• multi-Alarm
• Stopwatch with laps
• world clock with scroll time
• mini address book
• control your iPod / iPhone
• control your iTIME with a touch sensitive ring and one squeezes
• info (tide, moon phase ...)
Materials:
• iTIME Silver:
• Silver
• glass
• iTIME Chrome:
• chrome
• glass
! durable materials
! water resistant
! new battery
Design:
• Ergonomic bracelet
• no-buttons viewable
• intuitive interface
• Wireless rechargeable dock
• Light Sensor
SMC! H
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APPENDIX 3
SMC! I
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SWOT analysis
Strengths Weaknesses
• Ability to develop both hardware and • Some accessories have less quality
software than others (for e.g. the first apple TV
• Good segmentation of products, and and the iPod ear buds)
simple software for mass-market, more • Need to spend every time a large
fastidious for pros amount in R&D to replace products for
• Apple has the best popularity in high- new ones
tech products • No dividends to shareholders (or very
• Strong brand image rare)
• Highly satisfied customers (Howe,
2007)
• High customer loyalty, because
! products are robust and easy to
use
! they sell products to schools
and universities
! they offer complete solutions
! have a consistency in the basis
architecture
! (Inside CRM Editors, 2008)
• Apple Stores
• Well-known logo " high brand
recognition
• Strong financial position
• High sales figures (although there is an
economic downturn, Apple made a high
revenue and profits the last quarter)
(Arthur, 2009)
SMC! J
ITIME! 2009
Opportunities Threats
• Further education sells, so that pupils • major investment from equity =>
and students get in touch with their dependence from stocks
products • everything Apple do affect stock
• To help young customer to get their first • High competitive market
Mac so they are loyal after • iPod saturation
• Ability to buy companies and its
technologies
• Halo effect
• Growth in developing markets (like China,
Asia)
SMC! K
ITIME! 2009
Competitive analysis
General information about competition:
• The most high visibility promotion is dominated by luxury and large mainstream brands
(Mintel)
• Ambassador and sponsorship are used ! both are effective means of promoting the
brand’s individual value and strength (Mintel)
• Total above-the-line ad span has increased substantially since 2003, which underlines the
importance of branding and the need for visibility (Mintel)
• Focus on a close-up together with an ambassador where the company uses them plus
strapline (Mintel)
• Print is the main vehicle of choice ! cheaper and more selective than TV (Mintel)
• Most successful ! key factor ! to develop and promote the point of difference and
demonstrate just why consumers should choose their brand above all the competition
(Mintel)
Who are our competitors? How do our competitors promote? What do they
concentrate on?
• Four main competitors

• Brands the people own
Brand Accurist Seiko Rotary Casio
Persons, who own a watch 5438 4629 3796 3119
of the brand (in 000)
Percentage compared to all 11.4% 9.7% 7.9% 6.5%
watch owners
Source: TGI
" Our competitors, because they offer watches for the same price rage and are well-known
and have a high market share
SMC! L
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Demographics
• Gender
Owner of the Women : Men: 62.2% Women: 52.7% Men: 73.1 %
brand are 55.6%
Men: 44.4% Women: 37.7 Men: 47.3% Women: 26.9%
The 12.3% 7.1% 8.1% 3.4%
percentage of
all women,
who own a
watch of the
brand
The 10.4% 12.4% 7.7% 9.9%
percentage of
all men, who
own a watch
of the brand
Source: TGI
• Age
The most 45-54 Above 45 At 55+ 25-54
Index: 128 Index: 128 Index: above 150 Index: in each
20.1% More than 14% group round
of the people about 150
between 55-64
have a S. watch
The fewest 15-24 Under 34 Under 34 65+
Index: 49 Index: 52 and Index: lower than Index: 55
7.7% lower 60, especially the
15-24s have only
an index of 27
Source: TGI
SMC! M
ITIME! 2009
• National social grade they are targeting at:

Most C1 and C2 A A A
important Index: 111 Index: 153 Index: 131 Index: 128
groups AB AB ABC1, C1, C2,
Index: 122 Index: 121 AB
Index: ~105
Not so A D D, E, DE E
important Index: 76 Index: 79 Index: 73 or less Index: 70
groups
Source: TGI
• Total income before tax

Especially £40,000-£42,999 All income £13,000-£16,999 All income
Index: 145 groups between Index: 131 groups between
£20,000 and £17,000 and
£20,000-£22,999 £50,000 £23,000 till £49,999
Index: 123 Index: >120 for £33,999 Index: above 120
each of the Index: above 120 for each group
groups
Few £37,000-£39,999 Except for the £40,000-£42,999 Except the for
Index: 51 groups with an Index: 43 the group of
income of £43,000-£46,999
Over £50,000 £43,000-£46,999 £47,000-£49,999 Index: 86
Index: 65 Index: 86 Index: 56
Source: TGI
• Working status:
Mainly 13% of the 16.2% of the 13.3% of the 10.6% of all ‘full
‘retired’ and 13% ‘retired’ and ‘retired’, 8.7% time homemaker/
of the ‘full time 13.7% of the ‘full ‘part time’ and housewife’ and
homemaker/ time homemaker/ 8.5% ‘full time’ 9.6% of all ‘part
housewife’ housewife’ time’
Source: TGI
SMC! N
ITIME! 2009
Regions
• Standard region
Brand Accurist (12% and Seiko (11% and Rotary (9% and Casio (7% and
more) more) more) more)
Scotland, North Scotland, North Scotland, East East Anglia.
West, North, West, East Midlands, Wales South East,
Yorkshire and Midlands, East South West,
Humberside, East Anglia, Wales Wales, South
Midlands, Wales, East/ East Anglia
East and West
Midlands, Yorkshire
and Humberside
North
• ITV area
North West, Wales and West, Central Scotland, South, South
Yorkshire, Central Central Scotland, North East West, Wales and
Scotland, North East North East Scotland, Border West, North East
Scotland, Border Scotland
• Channel 4 area
North and Scotland Scotland Scotland South
Source: TGI
SMC! O
ITIME! 2009
Accurist
• Established in 1946
• Watches were made entirely from Swiss components, which stands for a quality guarantee,
and with the help of the price strategy, they established a reputation for value
(Britishwatchcompany, 2009)
• “Marketed at above average price points so its share by value would be higher than by
volume” (Mintel, 2008)
• “The company’s collections include dress watches, sport watches and chronographs for
men and feminine styles” (Mintel, 2008)
• Different collections (Accurist_Homepage, 2009a)
o Skymaster
o Protimer
o Sparkle
o Ceramic
o Marina
o Ladies bracelet
o Gentlemens bracelet
o Ladies stone set
o Ladies 9ct gold
o Gentlemens 9ct gold
• “Women’s models include the diamondset collection and the newer Sparkle range of
cocktail watches which is heavy on Swarovski crystals” (Mintel, 2008)
• Was the largest brand in value terms in 1993 in the UK (Accurtist_Homepage, 2009b)
• “This independent UK industry leader looks towards the future with anticipation as it
continues to create solid watch models that promise quality at an accessible price” (Zend,
2009)
• Focuses on commitment to service and creative marketing (Zend, 2009)
• In 2001 Accurist was awarded for the ‘customer Service Award’ at the UK jewellery award
ceremony (Accurtist_Homepage, 2009b)
• Brand awareness is important factor in the success of the Accurist product range
(Accurtist_Homepage, 2009b)
• Have innovative product designs and strong advertising campaigns (Accurtist_Homepage,
2009b)
• Rely on creative and opportunist marketing (Accurtist_Homepage, 2009b)
• Launched the youth orientated accu.2 range in 1999, backed by a high impact advertising
SMC! P
ITIME! 2009
• Promotes value and design (Zend, 2009)

• “The Accurist advertising model has created a product model that promotes fun and
interesting timepiece collections” (Zend, 2009)
• Advertised with the following celebrities in the 60s: Princess Anne, The beatles and Twiggy
• Won advertising awards in 1987 for their Television campaign (Accurtist_Homepage,
2009b)
• The current ad campaign: the British-real-time-project (Britishrealtime.com, 2009)
o People can become part of the ads
o Make a tour across Britain
o want to create a snapshot of Britain with it, to make up the modern British Life
! has a connection to its British heritage
• Current ads: (Accurist_Homepage, 2009c)
2007
2006 “Show time”
SMC! Q
ITIME! 2009
2006 “Tinkle time”
2006 “Our time”

England
2005 “Feel Time” 1 & 2
SMC! R
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2005 “Me Time” for ELLE
2005 “Me Time” for GQ
2004 “Bling” -ads
o As it can be seen Accurist is using magazine ads and always connect the word
‘time’ with another one regarding the impression they want to give
SMC! S
ITIME! 2009
o Mainly the focus of the ads lies on the watch itself, while the background only
underlines the message
• Sponsorship
o Was sponsor of the time of the BT Speaking Clock since 1936, but stopped in 2008
to launch a rival timekeeping service on the internet (ANON., 2008)
Rotary
• Established in Switzerland 1895 (Dreyfuss, 2009)

• Independent family company
• “Core positioning is at the £100-150 range (Mintel)
• Strong heritage ! “premium UK brand with a reputation for good quality and value” (Mintel)
• But “it appears to have lost a little visibility and volume sale” (Mintel)
• Rotary: “offers something to suit everyone at an affordable price” and “waterproof in any
situation” (Rotary_Homepage, 2009b)
• Quality materials and testing each watch to ensure it can withstand the rigours of everyday
life (Dreyfuss, 2009)
• “Continually invest in new product development, staff training and leading information
technology to ensure […] keep[ing] pace with the modern world” (Dreyfuss, 2009)
• “Rotary has achieved consistent acclaim for its brand values, namely quality, innovation
and […] value for money” (Rotary_Homepage, 2009a)
• “It has been named as a Superbrand for the third consecutive years” (Rotary_Homepage,
2009a) ! success due to his heritage
• Combine the ‘old with the new’ and the ‘contemporary with the classic’ (Rotary_Homepage,
2009b)
• Rotary Rocks: “sparkling collection of ladies diamond set watches”, with “beautiful styles to
dazzle” (Rotary_Homepage, 2009b)
• Rotary classics: traditional watches, designed to suit all occasions (Rotary_Homepage,
2009b)
• Rotary Editions:
o automatic watches
o for style-conscious men and women
o all watches benefit from over 100 years making heritage
o edgy details such as a cut out case back, skeleton dials and sapphirite glass
o 100% water proofed (all from Rotary_Homepage, 2009b)
• Precious Metals:
SMC! T
ITIME! 2009
o selection of classic timepieces

o perfect for special occasions
(all form Rotary_Homepage, 2009b)
• Rotary Aquaspeed:
o Professional instrumentation
! “New range of unisex contemporary sports watches”
! Robust and stylish
! “Featuring professional instrumentation such as chronographs and circular
slide rules”
! Practical and chic
o Les originales
! This range is “made to a high specification and feature sapphire glass and
deployment clasps”
(all from Rotary_Homepage, 2009b)
• “Dolphin Standard waterproof specification” (Rotary_Homepage, 2009b)
• Current ads: (Rotary_Homepage)
2008
o Black background, big headline and a big picture of the watch, with a little text at the
side
Seiko
• Established in 1881
• Seiko UK Ltd. is the subsidiary of Seiko Watch Corporation of Tokyo (Seiko_Homepage,
2009a)
SMC! U
ITIME! 2009
• “Consists of three separate and clearly differentiated brands – Seiko itself, Pulsar and
Lorus” (Mintel)
• “Reputation for precision, reliability and excellence in advancing
technology” (Seiko_Homepage, 2009a)
• "Never look back, look forward, step forward even if only half a step at a time, knowing how
to be flexible in order to accept changes, be sincere" Kintaro HATTORI - Founder of SEIKO
(Seiko_Homepage, 2009a)
• Two main elements (brand strategy)
o 1. “Consulting its steady move upmarket to higher price point and quality” (Mintel)
o 2. “is emphasising its long-term investment in technological innovation and
development” (Mintel)
• Targeting at 24-45 years old ABC1 adults (Seiko_Homepage, 2009a)
• Key aims
o Make people positive aware of the brand
o Highlighting individual products, which illustrate the quality and innovation
o To leave people positively disposed towards Seiko when they reach the point of
purchase
(all from Seiko_Homepage, 2009a)
• “SEIKO believes that the wristwatch is an intimate accessory. The best watches live in
harmony and interact with the wearer, and their functions offer a reassuring and emotionally
satisfying bond” (Seiko_Homepage, 2009b)
• Strong brand portfolio
• “Is relatively weaker in women’s watches” (Mintel)
• [Pulsar and Lorus not competitive for us ! different price range and different target group]
• Focuses on emotional technology (Seiko_Homepage, 2009b)

o Spring drive
" Most important new movement
" based on the foundation of all mechanical watch technology , […], but uses
an entirely new system for time regulation that delivers the equivalent of 1
second per day accuracy
o Kinetic
" A platform
" Over the past 20 years they have “created on this platform a suite of Kinetic
movements”
" “environmental friendliness, high performance and long-lasting convenience
to a generation of users worldwide”
o Mechanical
" Designed to place Seiko in the high quality market
SMC! V
ITIME! 2009
! The movement is exquisitely finished with an engraved rotor, polished edges

to the bridges and hairline shading on the main surfaces” and works very
accurate
o Quartz
! has a crystal oscillator at its core for accuracy
! To develop a quartz watch for practical use, unique technologies only
available by SEIKO were created
! many technologies provided by SEIKO became world standards and have
contributed to development of present day quartz watches
(all from Seiko_Homepage, 2009b)
• Products: (Seiko_Hompage, 2009c)
o Spring Drive:
! Long power reserve: 72 hours
! Fast winding: approximately 30% improved compared to the most traditional
mechanical winding system
! High accuracy: equivalent to ± 1 sec/day
! Glide motion hands: the only watch whose hands’ motion reflects the true
nature of time
• “All the motions in the movement are one-direction. Spring Drive
hands move smoothly, quietly and evenly across the dial”
o Arctura
! Aerodynamic design
! Precision performance
! “No longer just Kinetic watches, the Arctura collection now comprises of
Chronographs as well as Kinetic Chronographs, Kinetics and ladies Kinetics”
! Different types:
• Kinetic with retrogard day indicator
• Alarm chronograph
• Kinetic chronograph
o Velatura
! High performance marine watches
! Combine innovation of function with refinement in design
o Premier
! This collection combines classically refined inspiration with subtly modern
expression
! Has itself established as SEIKO’s leading dress watch collection
! Design is inspired by the neo-classical architecture
! Classical features expressed with a modern flair
o Sportura
! Sport watch collection
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ITIME! 2009
! Inspired by high performance motor sport

! All-chronograph collection
! High-grade stainless steel
! 10 Bar water resistant
! Non-reflective sapphire crystal for maximum legibility
• Most important way of marking their products is advertising, they “are one of the largest
watch advertisers in the UK” (Seiko_Homepage, 2009a)
• The campaigns focus on selected watches for their current range (Seiko_Homepage,
2009a)
• “Each watch features in its own advert, yet all the adverts follow a common recognizable
theme” (Seiko_Homepage, 2009a)
• “Place bulk of […] [their] advertising in fashion and lifestyle magazine titles, such as FHM,
GQ, Marie Claire and Cosmopolitan, and newspapers’ weekend
supplements” (Seiko_Homepage, 2009a)
• Use TV and cinema ads regularly (Seiko_Homepage, 2009a)
• Also concentrate on PR and promotions
o Supported by an external PR agency, “who presents new products to journalists,
who will the use them in watch features and fashion shoots” (Seiko_Homepage,
2009a)
• They use a significant proportion of their marketing budget of the window displays at
jewellers (Seiko_Homepage, 2009a)
o Eye catching, reflect the quality and showing the watch to their best advantage
• Current ads: (Seiko_Homepage, 2009
Spring Drive
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Velatura Premier
Arctura Sportura
o Ads are mainly split, the upper half consists of a picture of people and the lower half
of a picture of the watch and some information about it
o TV ads (Seiko_Homepage, 2009d)
! Current campaign: ‘Is it you?’
! Show pictures from different situations and ask questions concerning the
characteristics the watch should present like ‘Is it unexpected?’ or ‘Is it
unforgettable?’ and at the end of the spot they always say: ‘But the most
important question: Is it you?’
SMC! Y
ITIME! 2009
! And then the watch is zoomed in and details are shown, they are telling you
what special feature this watch has
• Sponsorship
o “Since the Tokyo Olympic Games in 1964, Seiko has […] supported world class
sport with word-leading sports timing technologies and services” (Seiko_Homepage,
2009d)
o Today it is involved in…
! the Honda Racing F1 with its Sportura collection
! sailing sports through “a partnership with fastest and most dynamic Olympic
class, the 49er Class Association” (Seiko_Homepage, 2009d) with its
Velatura collection
! international athletics championships as a partner of the IAAF
(Seiko_Homepage, 2009d)
Casio
• Founded in 1957
• “Leads the digital sector and is the key brand for digital fans and those looking for high
performance and multiple features” (Mintel, 2008)
• “For instance one of the top of the range Pro Trek models at £200 includes an auto
illuminator, compass, altimeter, barometer, thermometer, stopwatch and alarm while others
include features like TV remote, calculator or telememo” (Mintel, 2008)
• Philosophy: (Casio_Homepage, 2009a)
o Creativity and contribution
o “The contribution to society innovative products enhancing people’s live”
o “Thinner, lighter, more durable- technology by CASIO sets revolutionary standards”
o They worked right from the beginning on the miniaturization of products people use
in their daily lives
• Is “developing and marketing original products which improve the quality of

life” (Casio_Annual Report, 2008)
• Launched new high-end radio-controlled watches in 2008 (Casio_Annual Report, 2008)
• ‘The Rebirth of Casio’ is their current term, which ends in March 2009 and should draw the
strength of unique technological base (Casio_Annual Report, 2008)
• Its profile is addressing men more, which determines the direction of their promotion (e.g.
sponsorship of the SEAT Sport UK’s motorsport team) (Mintel, 2008)
• Products (Casio_Homepage, 2009b)

" it is not only selling watches, but all others are not considered here
o Wave Ceptor
SMC! Z
ITIME! 2009
! Offering ultimate perfect timing, the watch uses the Wave Ceptor technology
by readjusting the time up to 6 times a day
! The time of 29 cities worldwide can be checked
! Precision and power
! Some of the have further features such as a stopwatch and solar power
o G-Shock
! “the toughest watch of all time”
! Stainless steel case with a mineral glass
! Atomic timekeeping (perfect timing via radio signals)
! Updates itself to British Summer and Winter time
! Radio controlled solar G-shock ranges have features like countdown timer,
daily alarms and water resistance
o Baby-G
! “British women’s watches that are durable”
! Features: world time, countdown timer, daily alarm and more
o Casio Sport
! “For the serious athlete or casual observer”
! Unique Triple Sensor system, which accurately measures temperature,
barometric pressure and direction
! Some have additionally a timer for yacht races and a tide graph
! The PHYS range offers sports features like measuring time, calories burned
and a number of steps
o CASIO Collection
! “Eye catching style for work and special occasions”
! Stopwatch, daily alarm, auto calendar, water resistant
! Others have a thermometer, moon data and tide graphs
! Some have a display combination of digital and analogue
• TV AD
o In TV ad Casio is focusing on the special features the watches offer
o One ad for example is focusing on the shock resistance of its watch, which is the
most emphasized fact of all Casio watches
• Sponsorship
o In 2008 Casio became the primary sponsor of SEAT Sport UK for the British Touring
Car Championship (BTCC), it is present on the race cars itself and also on the
clothing of the drivers (Casio_Homepage, 2008)
SMC! AA
ITIME! 2009
APPENDIX 4
SMC! BB
ITIME! 2009
Information and analysis for the media plan
All decisions concerning the media plan draw on the information from TGI-Netquest and ACORN.
SMC decided to target at the fowling consumer groups:

! flourishing families
! prosperous Professionals
! Educated Urbanities
! Aspiring Singles
! Starting Out
! Secure Families
And mainly at the following consumer types within theses groups:
! 13
o Well-off professional people, educated individuals in professional and managerial
occupations, also students, high car ownership, incomes tend to be high,
technologically sophisticated consumers (ACORN, 2009, p. 39)
! 16
o High level of people aged 25-29, highly qualified, high income (ACORN, 2009, p.
42)
! 17
o Young people in their twenties, mostly working, but also students, well qualified,
have modest incomes, live close to the centre of activity, getting around with public
transports, by bike or foot (ACORN, 2009, p. 43)
! 18
o Mostly in their 20s or 30s, well qualified, good incomes, professional or managerial
jobs, public transport is popular - for travelling to work or study - among theses
people (ACORN, 2009, p. 44)
! 19
o Young people (in their 20s and early 30s), well educated, careers in professional
and managerial jobs, travel by bike or public transport, although most of them have
a car (ACORN, 2009, p. 45)
! 20
o Young people, a round a third are students, computer literate generation, live close
to the place of work or study and use public transport o foot (ACORN, 2009, p. 46)
! 21
o Younger, typically under 40, level of education is above average, many students and
people who work in the public sector, high usage of public transport
! 24
SMC! CC
ITIME! 2009
o People at their late 20s and early 30s, higher than average level of qualifications,
most women work full time, lower managerial jobs and professional occupations
(ACORN, 2009, p. 57)
! 25
o In their late 20s and early 30s, well qualified, lower managerial jobs, average car
ownership, but most use public transport, cycle or walk when travelling to work
(ACORN, 2009, p. 58)
! 26
o Late 20s and early 30s, middle managers, office and clerical staff, incomes are well
above average (ACORN, 2009, p. 59)
Theses consumer types – categorised by ACRON – comply with the target group (as described
above in the context analysis).
The focus lies on these 10 types, due to the fact that those fit the target group best, as it can be
seen on the main aspects described above.
Outdoor advertising: On billboards at main roads and at buildings near the city centre and on bus
shelters
Areas/cities Consumer types (definitions see ACORN) p.

17, 54
Area around Aberdeen 10, 12
Belfast 12, 28
Brighton 16, 17, 20
Bristol 25
Cambridge 13, 15, 17, 20, 23, 27
Canterbury 25
Cardiff 25
Edinburgh 13, 16, 17, 20
Glasgow 14, 16, 17
Guildford 26, 27
Leeds 23
London (inner and outer) 9, 13, 14, 15, 16, 18, 19, 21, 29
Milton Keynes 24, 26
Norwich 11, 24, 25
Oxford 13, 15, 20, 23
Swindon 25, 26
Source: ACORN, 2009
SMC! DD
ITIME! 2009
Newspaper, which the target group mainly read (Indexes are above the average at ACORN):
Name of the newspaper Read by the following consumer types

Daily Express 9, 10, 11, 27, 28, 29
Financial Times 9, 13, 14, 15, 16, 17, 18, 19, 20, 21, 23, 25
Guardian 9, 13, 14, 15, 16, 17, 18, 20, 21, 23, 25, 27
Independent 13, 15, 16, 17, 18, 20, 21, 25
Observer 13, 15, 16, 20, 21, 25
Telegraph 9, 11, 13, 14, 15, 16, 19, 27
The Sunday Times 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20,
23, 25, 27
The Times 13, 15, 20
Source: ACORN, 2009
Another one is the Sun, which is read by the following consumer types; 21, 22, 24 and 28
(ACORN; 200?). And also the media habits of the price range form the TGI Nequest survey show
that 22% of the people, who have a watch in that price range, read the Sun.
TV ads
! Channels of price range: BBC, ITV1, CNN International, Channel 4 and Sky Sports
! Favourite channels of the costumer from the 4 competitors: BBC1, ITV1, Channel 4 and
Sky Sports
! Digital cable TV, above the average among the following consumer types: 9, 13, 15, 16, 18,
20, 21, 23, 24, 25, 28, 29
! Satellite digital TV, above the average among the following consumer types: 10, 11, 12, 26,
27, 28
Cinema ads
A visit in the cinema is a main part of the leisure activities for the following people:
Consumer types Areas/cities where they mostly live

10 Around Aberdeen
13 Edinburg, Cambridge, Oxford, London
16 Brighton, London, Edinburg, Glasgow
20 Edinburgh, Brighton, Cambridge, Oxford
23 Leeds, Oxford, Cambridge
24 Cambridge, Milton Keynes
26 (frequently) Milton Keynes, Guildford, Swindon, London
28 Area around Belfast
Source: ACORN, 2009
SMC! EE
ITIME! 2009
Media habits of price range
Customers, who bought a watch of the price range (£100-£199) in the last 12 month (2006), use
the following media: (All information are from TGI Netquest 2006)
1. AIR newspaper
The percentage of people, who have bought a watch, read the following ones:
% Name of the newspaper
15 Daily Mail
12.8 Daily Mirror
13.9 Daily Mirror/Record (Net)
9.9 Metro
22 The Sun
15.3 Daily Mail (Saturday)
18.3 Daily Mirror (Saturday)
19.2 Net Daily Record/Mirror
22.5 The Sun (Saturday)
12.8 Mail on Sunday
20.8 News of the World
11.7 Sunday Mirror
18.6 Sunday (News of the World Magazine)
11.6 YOU (Mail on Sunday Magazine)
2. Air General Magazines

% Name of the Magazine
9.4 Zoo Weekly
3. Topic of interest
% Topics they read
Newspapers….
30.7 Local news
47.3 National news
25.7 Sport
19.7 Puzzle/Crossword
14 Travel & Holidays
Magazines
21 National news
12 Sport
15 Puzzle/Crossword
12.9 Celebrity news/Gossip
SMC! FF
ITIME! 2009
4. TV viewing weights
• 97% ever view ITV1
o 27% are medium users
o 54% are light users
• 94.3% ever view Channel 4
o 39.2% are medium users
o 38.6% are light users
• 73.3 ever view Five
o 44.2% are light users
Favourite channels:
% Channel
32.2 BBC
11.6 Challenge TV
13.1 E4
25.3 ITV1
10.2 SKY Sports
5. TV viewing dayparts (only the highest percentage)

Monday - Thursday
% Channel Time of day
45.7 BBC1 8.00-10.59 pm
20.6 BBC2 8.00-10.59 pm
43.8 ITV1 11.00-12.59 am
30.7 Channel 4 5.30-7.59 pm
23.9 Five 8.00-10.59 pm
Friday
40 BBC1 8.00-10.59 pm
17.5 BBC2 8.00-10.59 pm
32 ITV1 8.00-10.59 pm
25.1 Channel 4 8.00-10.59 pm
23.2 Five 8.00-10.59 pm
Saturday
25 BBC1 8.00-10.59 pm
12.3 BBC2 8.00-10.59 pm
34.8 ITV1 8.00-10.59 pm
18.6 Channel 4 8.00-10.59 pm
14 Five 8.00-10.59 pm
SMC! GG
ITIME! 2009
Sunday
32.7 BBC1 8.00-10.59 pm
14.6 BBC2 8.00-10.59 pm
39.8 ITV1 8.00-10.59 pm
20.9 Channel 4 8.00-10.59 pm
19.8 Five 8.00-10.59 pm
6. TV Program the customers of watches in that price range have chosen to watch
(only data over 20%)
% Program
25.9 A question of sport
20.6 Antiques road show
43.3 BBC six o’clock news
32.1 BBC ten o’clock news
34.4 BBC1 early evening regional news
25.9 Champions league football
32.8 Coronation street
28.7 Crimewatch UK
28.2 CSI
44.8 East enders
28.2 Emmerdale
32.8 Friday night with Jonathan Ross
32.9 Have I got news for you
22.7 Hollyoaks
23.3 I’m a celebrity: get me out of here
32.6 ITV evening news
29.1 ITV late evening news
40.4 Little Britain
29.7 Match of the day
22.8 Parkinson
22.7 Sky sports live football
23.3 X-Factor
27.4 Lost
32.1 The Simpsons
SMC! HH
ITIME! 2009
7. Outdoor advertising (>40%)

% Where they have seen the ad
58.1 Bus stop/Shelter advertising
44.1 Advertising on the outside of a bus
56.5 Lager posters on boards at the side of the road or buildings
46.3 Poster advertising at supermarkets
8. Radio ! left out, it is not visual, and ads focuses on design (! high visibility)
SMC! II

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iTIME

Business School Undergraduate Programme & Options

Integrated Marketing Communications & Strategy

Members of the group work:

Tutor: Roger BYATT

Hand In Date: 24/03/09

Academic Year 2008/9

LIST OF TABLES AND FIGURES

LIST OF TABLES AND FIGURES

• Table 1 - Media Plan Time Strategy (p19)

• Chart 1 - Newspapers resources repartition (p28)

For your understanding:

2.1. Target group of the campaign

2.3. Media habits of competition

The channels which enjoy the highest popularity within the

The most popular channels of Seiko watch owners are in

• UKTV Documentary – 16.79%

The channels with the highest popularity of Casio owners are

4. THE CREATIVE BRIEF

4.1. Key benefits of the product

4.2. Slogan - explanation

4.3. The communication mix

4.3.1. Above-the-line promotion

The SMC Agency is recommending the following mediums to the client:

4.3.2. Below-the-line promotion

5. MARKETING COMMUNICATION STRATEGY

6. PROMOTIONAL MIX, SCHEDULING AND

6.1. Billboard and poster ad

The first shot is a link to the poster

The poster draft:

The design of the USB stick:

6.4. Media Plan

6.4.1. Plan of the outdoor advertisements

Table 2 - Outdoor advertisements:

Area/City Week Where Amount Sizes

1-4 Richmond upon Near St. Mary’s 2 1*48

1-4 (Near) shopping malls 1 48

London 8-9 At subway(tube) stations 2 1*48

6.4.2. Plan of the television advertisements

Table 3 - Television advertisements:

TV Channel Week (2-9) Day Time Amount

6.4.3. Plan of the cinema advertisements

6.4.4. Plan of the newspaper advertisements

Table 4 - Newspaper advertisements:

Newspaper Week Day Section Size

Financial Times 5 Monday Economy Half page

Independent 7 Monday Business news Full page

Guardian 7 Friday Business news Full page

Guardian 9 Monday Business news Half page

Table 5 - Outdoor advertisements resources

Type of support 48 96 Bus Stops Bus Stops Motorway Total Cost

Name Full Page(s) Half Page(s) Quarter Page(s) Total Cost

Table 7 - Television advertisements resources

The plan of remaining budget of

Table 8 - Total advertisements resources

Media Total Cost

Chart 3 - Global resources repartition

• Parente, D. et al., 1996. Advertising campaign strategy – A guide to marketing communication

• Accurist_Homepage, 2009a. Collection [online]. Available from: http://www.accurist.co.uk/

• Accurist_Homepage, 2009b. 60th anniversary [online]. Available from: http://www.accurist.co.uk/

• Accurist_Homepage, 2009c. Advertising [online]. Available from: http://www.accurist.co.uk/

• ACORN, 2009. Acorn - User guide [online]. Available from: http://mycourse.solent.ac.uk/mod/