Download I. Company Overview: Company Name: Universatility Date and Year

I. Company Overview:
 Company Name: Universatility
 Date and Year Established: November 7, 2015
 Roles and responsibilities of each of your team members in the company
o Communication Director: Gina Randell
o Creative Director: Tiberius Engel
o Research Director: Kwang Ho Jung
o Strategy Director: Alexandria Hawkey
o Account Manager: Ning Zhou
II. Product Overview:
 Name of Product: UniWatch
 Tagline: Watch This
 Logo:
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Opportunity:
o By creating a smartwatch that works across different technology brands,
we will have a product that anyone who owns a computer or phone can
use no matter which brand their phone/computer is.
Gap:
o Apple, Samsung, Microsoft, LG and other brands have already established
their smartwatches. We need to be better than all of them from technical
perspective and fashion perspective.
o Millennials do not buy watches any more.
Brand Promise:
o We will deliver the best smartwatch on market. Most importantly, we are
compatible with computers as well, which makes us the only company on
the market who offers that.
o We are both fashionable and useful.
Price/Size/Quantity
o Price: from $199
o Size:
 Small: 39mm
 Medium: 42mm
 Large: 45mm
o Quantity: 300 at first launch
Target Market:
Demographics: Millennials and everyone who’s willing to try
smartwatches
 Age: 18-34
 Gender: Female and Male
 Income: Midscale/ Above average
o Psychographics: tech savvy
o Lifestyle and Media Traits (Based on Nielsen PRIZM results)
 They like to shop at Fedex Office, Express, Target Pharmacy and
order from Priceline.com.
 They like to read comic books, New Yorker, PC Gamer, Black
Enterprise and Cigar Aficionado.
 They usually watch soccer, talk shows, FX Network and South
Park
 For cars, they have Toyota Tarts, Kia Forte, Nissan Altima Hybrid.
Also, they would lease cars.
o What are they currently using/buying?
 Smartwatches, smartphones, computers and laptops, car electronics
o What do they want/need?
 They want a watch that offers all life needs, more than time
 It fits all major brands of phones and computers
 Fitness, messages, music
o How are they buying the product?
 They are purchasing from BestBuy (either in store or online) and
from our website.
List of functional and value added benefits
o Technically versatile – compatible with any brands of smartphones and
computers.
 It does not matter which brand of smartphones you use. It will
attract all brands of smartphone users.
o Multi-functional – offers a platform of Apple apps, Android apps and
Microsoft apps.
 It is compatible with computers, which means files on computers
or apps on computers are able to review by UniWatch.
o Wearable – light and strong (water-proof and durable) It is not only a
pretty but useless smartwatch.
 It is strong and ready fight with you.
o Fashionable – bands are changeable
 It can be an accessory and technical watch.
o Durable – battery life supports long time use
 You do not need to carry a charger with you. It will be there when
you need it.
o Independent – able to run without a phone
 It has its own memory and apps space, which makes it useable
without a phone.
Product Industry/ Category
o Electronics
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Wearable Technology
Measurable Business Goals
o Raised brand awareness: increase by 20%
o Sales: match our input; breakeven
o Profit: if not profit, break even with our input
o Quantity sold: at least 200 at first launch
o Partnership: 3 partners (distribution partner, financial partner, technical
partner)
Competitor Analysis
Microsoft Analysis:
Name: Microsoft
Key competing product: Microsoft Band
Logo and Tagline
 Live Healthier and Achieve More
Price/Size/Quantity
 Price: $250.00
 Sizes
o Small: 143mm-168mm
o Medium: 162mm-188mm
o Large: 180mm-206mm
Measurable Sales, Advertising Spending, and Current Distribution
According to Statista, as a company, Microsoft created $93.5 billion in global
revenue and $21.8 billion in net revenue in 2014. In regards to the Microsoft band,
Microsoft claims they won’t release that information but that their sales are “exciting and
we're happy to be able to offer customers this great opportunity”. In 2014, Microsoft
spent a total of 515 million dollars on advertising. While Microsoft is not forward with
their sales, they sold out of the 30,000 initial bands they created for their launch as of
April 2015.
Current Marketing Strategies
According to their website, Microsoft is currently marketing their band as a tool
to be healthier, productive, and more fit. They have also partnered with partners and apps
to give the band more options. Some of the partners and apps are Twitter, Facebook,
MyFitnessPal, Starbucks, Uber, Gold’s Gym, and MapMyRun. Microsoft also markets
that their band, along with the Microsoft health app, works with Windows Phone 8.1
update or later, iPhone 5 or later running iOS 8.1.2 or later, and Android 4.4 or later
phones, with Bluetooth.
Recent News and Advertising/Marketing Efforts
Microsoft’s updated version of the Microsoft Band, the Microsoft Band 2, was
released on November 19th to the public. Microsoft is used Black Friday as their way to
market the new band to the public, along with their other devices.
SWOT Analysis
 Strengths: The Microsoft dashboard places it ahead of FitBit and in competition
with Apple Watch.
 Weaknesses: The band has a lack of customizable options as far as color, look,
and individuality.
Opportunities: Seen as a bit more “socially acceptable” due to being a band
more focused on fitness rather than a watch.
 Threats: Apple Watch has many of the same features. FitBit currently has the
hold of the market as far as brand recognition and loyalty.
The biggest way our product will stand out from the Microsoft band is that ours will
be more fashionable, more customizable, and while Microsoft works across Microsoft,
LG, and Apple, ours will work with computers along with Samsung phones.
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Apple Analysis:
Name: Apple
Key competing product: Apple Watch
Taglines:
 “Just Say Play”
 “Track Every Beat”
 “Never Miss a Message”
 “Pay on the Go”
 “Keep Moving”
 “An Easy Way to Play”
 “Take Your Time”
Price/Size/Quantity
 Price: $350-$17,000
 Size: Two sizes
o 42mm (fits 140mm-210mm wrist)
o 38mm (fits 130mm-200mm wrist)
Measurable Market Share, Advertising Spending, and Current Distribution
According to Statista, Apple controls 58.3% of the market share. While Apple is
not forward with their sales, it was estimated that they sold 2.5 to 3 million watches as of
July 2015. CBS News reported that Apple $38 million in advertisements for the Apple
Watch, which is considered to be a drop in the bucket of advertising spending by the
company. Apple relied heavily on word of mouth when they first debuted the watch
(CBS News).
Marketing Strategies
Apple created commercials that could be used on traditional channels such as
television as well as online videos published on platforms such as Youtube and Hulu.
Apple also gave celebrities with a strong social media presence and following the watch
before the public so that they could post about it before it was released.
Recent News and Advertising/Marketing Efforts
In recent news, Tim Cook, the chief executive officer at Apple, said that people
should, “Get an Apple Watch or die”. Tim Cook has also been reported to be working on
new technology for Apple. Along with their commercials on both TV and online
platforms, Apple marketed their products on Black Friday by giving deep discounts on
the Apple Watch.
SWOT Analysis
 Strengths: Incredible brand loyalty as well as great awareness from the general
public
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Weaknesses: Very expensive in comparison to their competitors and seen as
unnecessary
 Opportunities: Wearable technology is growing with Apple in the lead.
 Threats: High prices limit the amount of people purchasing their watch
The biggest way our product will stand out from the Apple Watch is that ours will
be more fashionable by looking more like a watch, and will work with Microsoft, LG,
Samsung and Apple phones, as well as computers.
Samsung Analysis
Name: Samsung
Key competing product:
 Smart watch/ Samsung Gear S2
 Tizen-powered watch that has a round screen and works with phones.
Logo and tagline:
 “Relentless Innovation”
 As the tagline shows that "relentless" contains as meaning of one that will do
anything to get ahead.
Price/Size/Quantity:
 $299.99, 1.2",360x360,
 4GB Internal Memory
 512MB RAM
 Portion of memory occupied by existing
Measurable Sales or Market Share:
According to IDC's report, Fitbit reached the first position in terms of wearable
devices market as a 24% in 2015 and Apple has 20% share. Even though Samsung is the
first companies to pioneer smart watch development, they garnered 0.6 % market share.
Measurable Ad spend:
Samsung spends a bigger chunk of its annual revenue on advertising and
promotion than any other of the world's Top 20 companies by sales (5.4 percents).
Especially for fitness wearable, according to Kantar media report, Samsung spent 11.6
million dollars which is in the top 3 advertising spenders.
List of current or known Marketing strategies:
The Gear S2 contains Samsung's Tizen operating system. Samsung differentiates
from other competitors because The Gear S2 offers more than 1,000 apps at launch.
Recent News:
The most recent news came up about Smart Watch is that on August 11th 2015,
Gear S2 may come in multiple models that varying sizes or connectivity options
provided.
Recent Ad/Marketing efforts:
Samsung put lots of efforts on optimize the applications for the new circular
design. Furthermore, Samsung points out the circular display and unique rotating bezel of
the Gear S2
Current Distribution:
 800,000 units
SWOT Analysis
Strength: Powerful specification, pioneer smart watch development
Weakness: Limited market share in an ever growing segment
Opportunity: The products can be addressed in large market
Threats: Threats on life of device
The most basic reason that Samsung brand has been selected competitor as our
product is our company mainly focused on the device as Smartwatch. Not only our
product well developed in technology system but also, design is innovational.
Fitbit Analysis
Name: Fitbit
Key competing product:
 Fitbit Surge
 The devices pack a plethora of sensor that has specialized function. It is super
charged activity trackers and packs in an absolute wealth of sensor which makes
fit person in and healthy.
Logo and Tagline:
 “Train Smarter Go Farther”
Price/Size/Quantity
 $249.95
Depends on size
 S - 5.5"~6.3"
 L - 6.3" ~7.8"
 XL - 7.8" ~8.9
 Tracks 7 days of detailed motion data
 Tracks daily totals for past 30 days
 Sample rate for GPS is 1 Hz
Measurable Sales or Market Share:
Fitbit held the largest market share as 24.3 percents among single brands. Until
2014, Fitbit reached the highest revenue however, after Apple brand came out it went
rapidly down.
Measurable AD Spend:
Until 2014, Fitbit did not really necessary advertise the product. It has large
market share in the activity trackers category and it was available in 40,000 locations in
48 different countries. According to report of Kantar Media, Fitbit spend the most
advertising its device last year investing 21.6 million dollars. The another top 2 and 3
competitors Germin and Samsung were both not far behind Fitbit in advertising spend.
List of current or known Marketing strategies:
The brand Fitbit mainly comes to health-focused smart devices. Since, the
competitor Apple brand came out, Fitbit started to focus on advertising that spread its
presence across Europe, the Middle East, Asia-Pacific, Africa and North America. Also,
as the marketing strategy, they established the presence of three products which are the
Charge, the Charge HR and Surge. These products are emphasized directed toward
consumers who are casual exercisers or serious fitness fanatics and athletes.
Recent News:
On August 31th 2015, the brand Fitbit news announced as "Try the New Exercise
Sharing Tool from Fitbit!" title. The brand convey audiences to be aware of new social
media function that "Tell the world you just finished and share your fitness achievements
with your friends just got easier". There are various social media feature in the Fitbit app
such as Facebook, Twitter, and Instagram, or via text or email.
Recent ad/Marketing efforts:
This advertisement represent the brand's new products like the Charge, the Charge
HR and Surge. The brand Surge are products meant to appeal to
more fitness fans performance athletes.
SWOT Analysis
Strength: In comparing with other products, it is the most
lightweight, significant function
Weakness: lack of trendy design, not much functions in
comparing with other products
Opportunity: It spread all around the world (International
market)
Threats: Too similar functional brand like Nike + Fuelband SE
The reason why the Fitbit brand has been selected as our competitor is even
though Samsung smartwatch was pioneered, Fitbit was the most effective brand in terms
of a sporty smartwatch brand. It assists people with making progress in whatever sport or
activity that our brand may possibly choose the target audience as people who prefer for
these.
Market Analysis
Overall Category
 Smartwatches with the functionality of a smartphone or computer.
Size of the Market
 Currently seeing double-digit growth rates globally
 Presently lead and driven by leading global tech companies (Samsung, Apple,
Google, etc) but entry of watch companies expected in near future--driving up
competition and dynamics
Status of the Market (growing)
 North American region contributed 1/3rd of market revenue in 2013 and is
expected to keep growing
 Asian region expected to drive overall growth of this market (namely with China)
Market Competition (heating up)
 Before the release of the Apple Watch, Samsung dominated the smartwatch
market (see graph in appendix)
 In Q2 of 2014 Samsung had 74% share of the market
 In Q2 of 2015 Apple had 75%, leaving Samsung with 7.5% and the remaining
17% split between other competitors like Pebble and Sony
 Each competitor trying to come up with their own spin on the Apple Watch in
order to better compete and stay relevant, step up from focus on fitness tracking
only
Any new trends/laws/cultural shifts
 Since the release of Apple Watch the smartwatch market has grown by 457%,
industry’s fastest ever growth rate
 Predictions that the Apple Watch will dominate the market through 2019
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More competition and a market for smartwatches that do more than track fitness
but possess the same capabilities as a smartphone or tablet
 Rising popularity in Android Wear due to Google operating system and
partnership
 Less focus on cheap price and more on functionality
 “Smart wearables will quickly move from a smartphone accessory primarily
focused on notifications to a more advanced wearable computer capable of doing
more processing on its own.” -Jitesh Ubrani, senior research analyst for IDC
Relationship between brand and the market
The UniWatch by Universatility is a product created based off a feature that its
competitors lack. Where the leading smartwatch, the Apple Watch, is only compatible
with iPhones and other Apple products, its competitors allow for compatibility across
different devices. No smartwatch to date, however, allows for complete and smooth
syncing across mismatch smartphone operating systems as well as computer brands. The
UniWatch will allow for its users with different brands of smartphones and computers to
use the watch as a link between them and for flawless connectivity. It understands that
not all technology users are loyal to a single brand, and that that shouldn’t stop them from
benefiting from new innovations.
V. Consumer Analysis for the brand/product category
 Demographic Information
o Generation: Millennial
o Age: 18-34
o Gender: Female and Male
o Income: Midscale/ Above average
o (Details in Nielsen PRIZM Segmentation: Urban Achievers, City Startups,
Boomtown Singles and Up-and-Comers)
 Psychographic Information (Lifestyle and Media Traits)
o Shops at BestBuy Store and online
o Watches Netflix, Hulu and YouTube
o
Loves traveling
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Innovators, early adopters in new electronic products
o Values time and fast pace
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Geographical/Cultural Usage
o Save the three seconds pulling out your phone and checking your time
o A watch for Tech-Age
VI. The Role of Advertising
Why and how advertising will help our product compete:
 Why--Because the UniWatch is not the first smartwatch, but one that was
developed to meet standards the current leading smartwatches can’t meet,
advertising will help this product differentiate itself among its target market.
 How--It will draw tech-savvy millennials across the technology market segment.
By advertising across digital platforms that millennials who are in the “smart”
technology market have daily interaction with, it will catch their eye easier. It is
ultra-compatible in order to serve a wide-range of consumers whose loyalty lies
with a variety of different technology brands, and by advertising this unique
quality.
The role of advertising for our product:
 Advertising is essential for the success of the UniWatch. Consumers need to be
informed why and how this smartwatch is different from the others, and
promotional advertising that gives out important information about the product is
the only way to get our point across. It will not only act as a promotion for the
brand and product, but will also hopefully cause consumers to re-evaluate their
“smart” technology brand loyalties and habits and persuade them to invest in the
UniWatch as a bridge between their different devices.
VII. Marketing Mix
Brand Promise:
 We will deliver the best smartwatch on market. Most importantly, we are
compatible with computers as well, which is the only one on market who offers
that. We are also both fashionable and useful.
Platforms:
 TV Spots
o Ads on Hulu because this is a popular TV outlet for our target
o Product Placement in Netflix shows, place the watch on a character that
embodies what we want our consumers to be like (tech savvy,
fashionable)
 Facebook
o Have our own page
o 3rd party endorsements (use of celebrities, popular facebook pages)
o ads that show up on users’ newsfeed based on if they have liked pages
similar to our own
 Tech and Business Magazines and websites
o place ads in Forbes magazine, Wired magazine, TechRepublic, etc. to
reach consumers that would purchase our product for the versatile
technology we use rather than the appearance alone
 Youtube
o Place ads before the kinds of videos that our consumers watch
 Fashion Magazines
o Place ads in magazines like Vogue, Elle, Harper’s Bazaar, Allure,
Seventeen, and Cosmopolitan to demonstrate the fashion aspect of our
product
Strategies:
 Promotion Event ($5,000,000)
o Sales promotion special event
 Partner with designer and fashion magazine where our ads will run
to create a line and host a fashion show where the models will
wear our watch and demonstrate the versatility of it
 Technology conferences
o ITEXPO
o Interop Las Vegas
o CES
o
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Techweek
Network with consumers ($15,000,000)
o social media pages
o Establish our own official sites and various essential blogs
Advertise our product on multiple platforms ($29,000,000)
o TV spots (45%)
o Facebook (5%)
o Youtube (10%)
o Fashion Magazines (10%)
o Google Boost (10%)
o Technology and Business magazines/websites (20%)
Budget Breakdown
We at Universality resolutely are going to spend $15,000,000 on branding
strategy making it different, innovative and persuasive. Not only branding is important
but also networking with consumers is essentially required for promoting the products
effectively. Even though the quality of product is well built and innovational in
comparison with its competitors, it must produce a good result. A big contributor to its
success will be social media. In this generation for the business, digital strategy has
started to become the most powerful role for successfully promoting. We are going to
establish our own official sites and various essential blogs to promote our products and
show the difference between competitor products, wealth, prices, explanation of products,
how it was built, etc. For these strategies, we put our budget around $10,000,000. And for
the advertising, we are going to reach our target audience via social media such as TV
spots, Facebook, Youtube, Fashion magazines and Google boost. For these channels, it
costs around $15,000,000 total. Also, we are going to promote our products using event
strategies like sending out products fliers, signing up for an email service, developing
relationship with customers, sales promotion special events and technology conferences.
It may cost around 5,000,000 dollars. And for the rest of 5,000,000 dollars it may
consumed for rest of service as assisting repair.
While our very successful competitors have taken advantage of showing off their
flashy new products at tech expos and through special reveal events, and it has boded
very well for them, they haven’t used much traditional advertising such as magazine and
website ads. They also haven’t gone further into TV by placing ads on streaming sites
and using product placement in shows as we hope to do. We hope this infiltration will
make us stand out in the minds of our consumers, along with our special promotion
fashion show event which is the first of its kind, blending fashion and technology for the
modern day consumer.
VIII. Conclusion
I. Company Overview
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Company Name: Universatility
Date and Year Established: November 7, 2015
II. Product Overview
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Name of Product: UniWatch
Tagline: Watch This
III. Competitor Analysis
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Top Four Competitors
o Apple
o Microsoft
o Samsung
o Fitbit
IV. Market Analysis
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The UniWatch will allow for its users with different brands of smartphones
and computers to use the watch as a link between them and for flawless
connectivity.
V. Consumer Analysis for the brand/product category

Demographic Information
o
Generation: Millennial
o Age: 18-34
o Gender: Female and Male
o Income: Midscale/ Above average
VI: The Role of Advertising

Consumers need to be informed why and how this smartwatch is different
from the others, and promotional advertising that gives out important
information about the product is the only way to get our point across.
 It will not only act as a promotion for the brand and product, but will also
hopefully cause consumers to re-evaluate their “smart” technology brand
loyalties and habits and persuade them to invest in the UniWatch as a bridge
between their different devices.
VII: Marketing Mix
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Strategies:
o Promotion Event ($5,000,000)
o Network with consumers ($15,000,000)
o Advertise our product on multiple platforms ($29,000,000)
We’ve created a watch that is competitive with our competitors but does
something no one else does, and that’s maintain a fashionable look while also being
compatible with every phone and computer out there. In a society where we strive to have
the best technology, why wouldn’t you choose Universatility?
Appendix
References:
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To Spotlight Eight Top Apps. Retrieved November 30, 2015,
http://www.techtimes.com/articles/95204/20151015/samsung-highlights-gear-s2timeless-partners-to-spotlight-eight-top-apps.htm
Cipriani, J. (2015, September 14). Apple to dominate smartwatch industry through 2019.
Retrieved November 9, 2015, from http://fortune.com/2015/09/14/applesmartwatch-wearable-market/
Global Smartwatch Market 2013-2020: Samsung, Pebble, Garmin, Nike, Sony, Fitbit and
Casio Dominate the $32 Billion Industry. (2015, February 10). Retrieved
November 9, 2015, from http://www.prnewswire.com/news-releases/globalsmartwatch-market-2013-2020-samsung-pebble-garmin-nike-sony-fitbit-andcasio-dominate-the-32-billion-industry-300033591.html
How to Determine the Perfect Marketing Budget for Your Company. (2015, March 11).
Retrieved November 30, 2015, http://www.entrepreneur.com/article/243790
Lamkin, P. (Ed.). (2015, October 28). What Samsung Gear smartwatch should you buy?
Retrieved November 30, 2015
http://www.wareable.com/samsung/best-samsung-gear-smartwatch
Microsoft Band. (2015). Retrieved November 8, 2015.
Morrison, M. (Ed.). (2014, November 16). Fitbit Starts First Global Campaign. Retrieved
November 30,2015, http://adage.com/article/cmo-strategy/fitbit-starts-globalcampaign/295858/
New Samsung Gear S2 Commercial. (2015, August 19). Retrieved November 30, 2015,
from https://www.youtube.com/watch?v=SX2wha7Pne8
PRIZM Market Segmentation, (n.d.). Retrieved November 29, 2015, from
https://www.claritas.com/MyBestSegments/Default.jsp?ID=30
Rosa, T. (n.d.). There's a Fitbit product for everyone. Retrieved November 30, 2015,
https://www.fitbit.com/
Santus, R. (2015, July 23). Apple Watch Seized 75% Of Smartwatch Market Last
Quarter, According To Report. Retrieved November 10, 2015, from
http://www.forbes.com/sites/rexsantus/2015/07/23/apple-watch-seized-75-ofsmartwatch-market-last-quarter-according-to-report/
Sherman, Erik. (2015, April 10). Apple Watch $38M ad spend a drop in the bucket - CBS
News. Retrieved November 8, 2015, from http://www.cbsnews.com/news/applewatch-38m-ad-spend-a-drop-in-the-bucket/
Statista - The Statistics Portal. (2015). Retrieved November 8, 2015.
Wearable Tech. (n.d.). Retrieved November 30, 2015,
http://www.samsung.com/us/mobile/wearable-tech
Whitney, L. (2015, July 20). Target Sale Chops 25% Off Price of Microsoft Band Fitness
Tracker. Retrieved November 8, 2015.