the launch of a new product alfa smartwatch

Market research: ALFA SmartWatch

Made by Andrew Wilkerson, Federico Cottafava, Antonio Conte and

Lorenzo Gaggini

AGENDA: 1. Our Product 2. Secondary Analysis 3. Primary Analysis

a. Qualitative i. Focus Group ii. Depth Interview

b. Quantitative i. Internet Survey ii. Mall Survey

4. Consumer Behaviour 5. Conclusion 6. Appendix (all work until now)

1. Our Product For our work group we have decided to launch a revolutionary product that will create a new segment of the market. Our new technology will be able to ease people lives and change consumer behaviour. We are developing a market research about a touchscreen watch, endowed with an internal MicroSim so it can works with needing to be connected to other devices. It is able to make phone calls, surf the internet, and listen to music and other features as the most powerful existing smartphones. Its name is ALFA SmartWatch (the only thing you will need ever). 2. Secondary Analysis First, we analysed the secondary sources, which are cheaper than the primary. We analysed both the macro and micro environments. We have analysed all the points of the micro-‐environment following Porter also:

• Company: our firm focus only on the production of smartwatches; • Suppliers: wide and different components, so many suppliers; • Intermediaries: advertising, shipping and stores; • General Public: investors and environment agencies;

• Competitors: no direct competitors, because we are going to lunch a new product. There are high capital requirements,costly research and legal patents protecting such innovations, but in similar markets there are already strong firms like Sony, Apple and Samsung that could enter in this market with few difficulties due to their strength and knowledge in technological fields. There are other similar products, in general smartphones, tablets or watches that connect through Bluetooth to mobile phones, but nothing that can do what our product can;

• Customers: B2B like retail stores and B2C without any intermediaries (for example on line store).

Then we moved on to analyse the various elements of the macro environment, drawing upon news on the outside of our company (External, published materials, computerized databases, syndicated databases). We used different sources in order to obtain more reliable data (for example www.ine.es). Since we decided to launch our product in Spain, we analysed the points according to this country.

• Demographic: we have seen how the population is divided according to our target; • Economic: we have seen how the country's economic situation, what are the salaries,

what is the public debt; • Ecologic: we have seen how the country uses renewable energy and how is the cost; • Technological: we have seen what is the use of technology and how industrious they

are present in the high tech industry; • Political/Legal: we have seen what is the social and political situation of the country; • Social/Cultural: we have seen such as sport is very popular in Spain, with football in

the first place and how the cinema has fallen in recent years but remains an important part of the social aspects.

Throughout this analysis was used to understand many things about the launch of our product, such as the fact that since football is a cornerstone of Spain and our product allows you to see results in real time, this is an advantage for us. 3. Primary Analysis Finished analysing the secondary sources we passed to analyse primary sources. As we all know the primary sources can be qualitative and quantitative. We started with the quality requirements are not numerically measurable as for example focus groups and depth interviews, then move on to the quantitative with a survey that is useful to collect numerical information about individual aspects. 3ai. Focus Group: 14 of October we did the focus group with 5 students, 3 girls and 2 boys. We made them questions trying to catch their attention and curiosity and trying to get answers based on 3 aspects: technical aspects, physical aspects and price and distribution. Lasted approximately 32 minutes. At the end of the focus group project we used some techniques such as association test words, sentences and pictures completion responses. These have been very helpful to understand that form the guys prefer, what colour and what occasion could use our product.

3aii. Depth Interview: Because our product has a target population of up to 70 years old and realizing that our focus groups have participated only students aged between 21 and 24 years, we decided to figure out what he thought an adult of our product. So we did another qualitative research with direct approach, individual depth interviews. We interviewed a worker of 48 years, submitting 10 questions similar to those in the focus groups. We derived from this that there are some points of difference between the 2 segments. 3b. Quantitative: Finished analysing the primary qualitative we switched to quantitative. The quantity can be: survey based methods, observation and experiments. We chose to use the survey method, that allows gathering of information from a sample of individuals, selected from a larger target population from which the respondents not have been drawn. So based on the qualitative research (FG and depth interview) we have defined the problem, we have chosen the type of survey to use, we wrote the questions and we did a pre-‐test to eliminate bugs and implement it. Choosing the type of survey we saw that there are 2 types: Periodic and Ad-‐Hoc. We opted for the Ad-‐Hoc having little time (the periodic takes a long time) and having little money available, we opted for an internet survey and mall intercept (being telephone interview and door to door interview more expensive). We decided to use this two types because, as in the focus group, the majority of the respondents of the internet interview was young students. We chose structures questionnaire, appropriate for quantitative research. The majority of questions was multiple choice, so closed-‐end question; 2 questions were mixed question, closed questions with option “others” (nominal scale); 3 questions were measurement scale (likert, ordinal scale); 2 were continuous scale (interval scale) and 1 was direct question (ratio scale). 1 was a special circumvent question: asking indirectly in a hidden way. 3bi. Internet Survey: We used www.qualtrics.com as platform to develop questions. The internet survey consists in 20 questions, arranged logically like that:

• 4 Personal questions to get information about the respondents; • 9 Questions about the product (Aesthetic, Technical, about the package and about the

brand itself); • 2 Questions about Price; • 3 Questions about Placement (Where and When purchase); • 2 Questions about Promotion (How to promote and effectiveness of a slogan).

The method of sampling was non-‐probabilistic by convenience and by judgement, respondents were selected from Facebook friends lists, UC3M and University of Bologna students group, relatives and more groups of acquaintances. The results of all 60 respondents were collected and then analysed by us. 3bii. Mall Survey: We were aware that restricting the sample as we did, having mainly students, could mislead results not to realistic conclusions. We faced a lack of professional

and random people (cluster sampling). So we decided having also personal ad-‐hoc interviews with Spanish professionals chosen from customers of Orange Mobile Phones shop at Sol, during Monday morning. The aim was seizing people unfamiliar with the internet, adults with a stable work and local people. A sample of 10 individuals were asked to answer 20 questions arranged in the same way as the internet survey.

4. Consumer Behaviour Which need are we addressing with the purchase of a SmartWatch? The two needs directly satisfied by ALFA are socialization and entertainment. Even if the most important advantage we provide to buyers is a device able to easing the fulfilment of so many other needs. Because people want the most up to date technology and they are always looking for the easiest, most convenient means of satisfying their needs. We were not able to lead a neuromarketing study giving more objective and precise results. The analysis we are going to present is based on data we collected from previous stages of this marketing research. Our brand is new in the market, has no past good (or bad) feelings to be remembered by people. We are not a brand with a basic culture, something that could trigger real consumer preference into different behaviours. ICABS Analysis • Information search: In our situation there is no internal source for people (no memories or maybe little knowledge about other similar products). The only possible way to look for information is externally (Word-‐of-‐mouth, advertising on the Internet or during promotional events, from our webpage or from retail stores newsletters…). No brand awareness recalling us. We are starting from zero and because of that we should focus on strengthening our recognition and building our Brand Equity. One way can be an extensive advertising campaign to promote our product. As we are the first ones offering this product we have a little technological margin that allows us to make an extensive (long lasting) promotional campaign without being overcome in the short run by stronger competitors’ intensive actions. Our ideal path could be in the middle of an intensive and an extensive action, relying on a word-‐of-‐mouth promotion for ALFA SmartWatch, hoping to get the sufficient attention thanks to the innovative aspects of our product. The amount of details we will spread must be proportional to people needs of information to purchase. We expect high needs and high involvement during the decision process, depending on the high importance, high uncertainty as a newcomer in the market and the risks (time and financial losses; psychological risk) resulting from a bad purchase. Reassuming ALFA SmartWatch requires a high purchase involvement, not a routine behaviour but an extensive one. Meaning that people would make an effort gathering technical info about ALFA performances, looking for the right model (the one that fits on personal preferences) at the best price. • Cognition: In this stage our possible clients will evaluate ALFA SmartWatch and its target message, if it can be considered as a possible answer to satisfy their aroused needs. If we want to become one of those candidates we have to avoid first negative impressions on people, avoid a first negative-‐shocking impact that can bias future perceptions of our product.

In fact short term memory will build up consumer long term memory information about ALFA. And then next time consumers would have to make decisions about our product they will recall from long term memory the positive beliefs from the first time. • Affect: Between the variables that describe an ALFA SmartWatch the emotional aspect is really sensible for us. We don’t have previous emotions to rely on as differentiating factors, to put our product higher in the consideration set of possible consumers. The brand evokes the feelings that we want people to feel or the ones they personally develop on their own for the first time. We don’t have tradition or culture in our past, so the emotions we want to achieve inside people are surprise about the innovation, admiration of technical features and feeling the real difference from other similar products. The final choice of relevant perceptual dimensions is really difficult to define, consumer perceptions could be more sensible about the product itself, or maybe about their own needs or even about brand image. Or, as in the case of a complex product as our ALFA SmartWatch, we have to consider a mix of all those attributes of perceptions, developing a multi-‐attributes model to analyse more easily all the variables of consumer preferences. One of these methods could be a conjoint analysis of the factors that shape consumers utility functions, measuring attributes, comparing alternative products and finding interactions/trade-‐offs between all of them. • Behaviour: This is the stage where Demand merges and purchases happen. After having ranked ALFA SmartWatch against competitors people face social and affordability constraints, if they can afford to buy our product or if they have to shift to a less preferred but cheaper competitor. • Satisfaction: We always presented ALFA SmartWatches as the best in the market, one of the main technological developments of this moment, in other words: a must-‐have product. These descriptions enhance previous-‐trial expectations about our product, in so doing we are assuming a big risk if perceived performance will not match consumer’s expectations. But satisfaction is necessary to carve out a share of the market since the beginning, we need a positive word-‐of-‐mouth to increase knowledge and trust about our brand. We will know about consumers satisfaction or dissatisfaction only after they will have reached the post-‐purchase phase, when the will finally be able to see if expectations were matched by our ALFA SmartWatch performances. Only if the results will be positive we could start speaking about brand loyalty to ALFA. FCB Matrix ALFA SmartWatch is a product that requires a high involvement along the purchase decision process. Mainly due to the relative big amount of money related to the purchase and due to a time-‐expensive gathering of information about ALFA’s features and about other similar products in the market. The typical decision process should be from a learning step to finally implementation of the decision (do), passing through a feeling stage less important than the others two. But from our qualitative analysis we found that a quite large number of respondents would purchase our SmartWatch for fun-‐usage (as a trend) or for an emotional involvement with this segment of the market (collecting). Therefore we got to the conclusion that ALFA should be classified as a high involving product that stays between the Informative and the Affective dimensions, shifting the decision process to a more relevant Feeling stage and lower intellectual involvement.

Elasticity In the first case considering elasticity of demand relative to price we found that demand for ALFA SmartWatches could be slightly inclined towards being elastic, quite easily changing as prices fluctuate. The reasons of ALFA elasticity (but not so strong) are settled in some characteristic of the product itself: the facts that there is a large competition on similar products (even if we are the first in this precise sector) and that represents an expense relatively large related to an average income are factors strongly pushing towards elasticity of demand. But we have to consider that its uniqueness, its final advantages and the halo of quality and prestige brought to owners of an ALFA SmartWatch make our product really desirable, probably above small changes in price. In a second instance we consider elasticity of demand related to changes in income. ALFA SmartWatches can be clearly considered as luxury goods, meaning that if income increases people will be more able and likely to buy our product. Segmentation and positioning Since our quantitative analysis we started trying to find a reference market, broadly identified in all male and female people between 16 and 70 years old in need of a technological device easing their lives. Then further segmentations were made by social status (young students against professionals with a stable job) and by the differences in usage that people would do with our ALFA SmartWatch (fun, fashion/trend, sport, work, collection…). Analysing each of those segments we could start developing our product and our promotional campaigns based on the characteristics of the most attractive segments (the feasible and profitable ones) that we have chosen as a target.

Once identified the attributes relevant to each selected segment (young students -‐> price and customization; workers -‐> technology and comfort) we try to match those important attributes into an ALFA SmartWatch, focusing on development and promotion of value adding features specifically for each segment. This process is named Positioning. Following the Boston Matrix ALFA SmartWatch can be classified as a question mark. In a second phase of ALFA life cycle we would like to obtain a greater share on the market and then to be considered as star product. But in the long-‐run will almost be impossible for ALFA to reach an established cash cow stage (it is a very dynamic market, with high competition and fast technological changes). 5. Conclusion Secondary Analysis For secondary analysis we looked at both micro and macro environments through online research. From the micro environment research, we learned that there are similar products to our SmartWatch, but none that can do what our does which is important because we will have differentiating factors. This being said, the possible competition was still the biggest threat we found when analyzing the micro environment. Companies like Google, Apple, and Microsoft could enter this market fairly easily so we must make sure our product cannot be duplicated or improved upon by these huge corporations. The macro environment is something we can’t necessarily control, but it is important to learn about it and adjust our plans accordingly. We had a few options to start with when considering where to launch our product, but after some research we decided to launch it in Spain. A big reason is because we realized it would be easiest to obtain information from Spanish consumers. Based on the demographic information we learned that we can equally target males and females with our product with their being basically 50% of each. A possible downside of launching here in Spain is that the economy is in such rough shape. It is potentially bad because people don’t have as much disposable income as they do in other markets. However, we also noticed that most people in Spain tend to have smart phones, and there are many technology stores and vendors. The point we are making is that if Spanish consumers could buy a better and more convenient product than a smartphone (ours) for less money, they would. With alternative energy on the rise in Spain, we concluded that if possible and affordable, to have our watch be solar powered would be huge. Also that would be a big advantage over other similar products as they need to be charged nearly every day. Another thing our macro environment research led us to is that our SmartWatch should be at least somewhat geared to the sports fans. That being said, most everyone in Spain is a soccer fan, and many in our target market also play sports and exercise so we chose to include apps to not only watch sports and check scores and statistics, but also to enhance the workouts of those active people in our target market by keeping track of progress, repetitions, etc. Primary Analysis Qualitative: • Focus Group– We gathered an incredible amount of good information from our focus

group. From the feedback we received, we were able to conclude that we were correct when we included the sports and fitness functions but we also learned a few new things

that are important to the younger spectrum of our target market. Thing like physical appearance of the watch, customization, and social media were new functions that we learned are very important to our users. After going deeper and asking questions to find our more, we were able to conclude that the big features that we did not already include were Gps maps, Bluetooth headset make and receive calls hands-‐free, email, the ability to share files via Cloud as the current smartphone, impermeability for use outdoors and during exercise, camera for picture and video, and choices between different watch faces, and different bands (both color and material). The size and weight of our product were very important issues for members of our focus group, and we concluded that it should be big enough to navigate the touch screen easily, but not much bigger than current watches. We want our product to not only be functional, but fashionable as well. We were also able to set a price on our product of 300 euros, as we learned here that most people would not buy our product if it was more than a smart phone, and 300 euros is less than a brand new smartphone today such as the iPhone 5s can be up to 600 euros. The last conclusion we made from our focus group was product placement. We learned that consumers would most likely expect to be able to buy our product in electronics stores, cellular retailers, or online.

• Interview – As our focus group was only with young people, we decided to do an interview with an adult to see if we were correct in assuming such a wide range for our target market. Based on our interview, we decided to mainly focus our product towards younger people, but also some towards professionals such as businessmen and women. The average adult though would probably be slow to adapt to a new technology such as this, as we learned in our interview that the interviewee thought it would be hard to change people’s buying habits from smartphone to smartwatch. The feedback wasn’t negative, but seeing as the young people in our focus group were much more excited about our product, we concluded that we should focus more on that demographic.

Quantitative: • Internet Survey & personal ad-‐hoc survey in street/outside shop– Based on the results from

both surveys, we have decided to launch two separate product lines. One for younger people that care more about visual customization, social networks, pictures, and another for professionals that care more about functionality and simplifying their busy lives. Moreover, we also concluded that we definitely need to have customization available to our users. So we decided to make customization part of our buying experience.In stores, we will have pre-‐designed models of the most popular choices, but also we will give consumers the ability to “build” their own personalized watch from in-‐store stations as well as through our website online. With this option, we will be able to charge more money for a custom watch, as there is a lot of value in the ability to create whatever you want. In some cases, we will even charge less if for example someone wants a bare minimum touchscreen watch without very many of the capabilities such as camera or gps.

Overall Conclusions After our market research project, we have turned an idea into a ready-‐to-‐launch product. We have had many changes along the way, but here are our final conclusions:

1. We are sticking with ALFA SmartWatch for the name of our product. 2. Our product will be able to do everything a smartphone can do but from your wrist.

This includes browse social media, email, take pictures, send/receive calls and messages, download and use multiple applications, and more.

3. We will launch our product in Spain

4. We will be primarily targeting the age group of 16-‐35 years old as this generation adapts well to new technology and will get the most use out of our product as it will make their busy/active lives much easier. Secondarily we will target the 35-‐60+ year old professionals who could make great use of our product in the workplace especially.

5. We will be unique in a few ways a. Our SmartWatch will be able to function without Bluetooth connection to a cell b. Customers will have the ability to build their own watch choosing between

different hardware (shape, size, material, camera, gps, etc.) and software (wide selection of applications and functions)

c. We will produce two separate product lines: One for younger people and another for professionals.

d. We are a new company so we need to attract as many clients as possible, knowing that we must be able to maintain our relationships with clients in the future. From our previous studies we know that it is 5 to 10 times more expensive to get new customers than keep the already existing ones. So we will try to develop our product around the needs of the customer. We can obtain this through the development of a “loyalty membership card” with our company: we could use this card to track the individual customer's purchases, and then reward loyal customers with a free gift or discounts on accessories (e.g. bands) or apps after a certain number of purchases. In this way we could create a long-‐term customer loyalty program and we can follow the preferences of customers to develop new strategies for marketing and promotional purposes.

6. The starting price for our product will be 300 euros but will be subject to change if the consumer wants more or less out of their watch. Ex: higher quality camera and longer battery life will cost more and no camera or gps capability will cost less.

7. We will sell our product in retail stores (electronics and cellular) as well as online.

6.APPENDIX

SECONDARY ANALYSIS – ALFA SMARTWATCH

Made by Andrew Wilkerson, Federico Cottafava, Antonio Conte and Lorenzo Gaggini

1) We are going to launch a revolutionary product that will create a new segment of the market. Our new technology will be able to ease people lives and to change consumer behaviour. We are developing a market research about a touchscreen watch, endowed with an internal MicroSim so it can works with needing to be connected to other devices. It is able to make phone calls, surf the internet, and listen to music and other features as the most powerful existing smartphones. Its name is ALFA SmartWatch (the only thing you will need ever).

2) The main needs ALFA is going to satisfy are communication, socialization and entertainment. People want the most up to date technology and they are always looking for the easiest, most convenient means of satisfying these needs.

3) MICRO ENVIRONMENT a) Company: Our firm focus only in the production of SmartWatches, it is a middle-‐large

size business. As the target market is broad, our company is established in New Zealand but production is spread all over the world. Our product has a premium price because of its production process and research that are very expensive.

b) Suppliers: ALFA SmartWatches are complex products with so many specific components, so the range of suppliers is wide and different. Supply factors are essential for the company, but there are a lot of substitutes preventing suppliers to impose their prices and sizes of orders.

c) Intermediaries: Advertising, shipping and cell phones companies to promote our product and increasing sales. Cell phone companies can sell to customers SmartWatches branded by their own logo.

d) General Public: People and groups interested in the well-‐being of the company, like investors, labor unions, different governmental and environmental agencies. Our company will be sure to follow all laws and regulations pertaining to these agencies, while also appealing to investors.

e) Competitors: There is no direct competition because we are creating a new segment of market, but there is potential competition in the future.There are high capital requirements,costly research and legal patents protecting such innovations, but in similar markets there are already strong firms like Sony, Apple and Samsung that could enter in this market with few difficulties due to their strength and knowledge in technological fields. There are other similar products, in general smartphones, tablets or watches that connect through Bluetooth to mobile phones, but nothing really like that. No direct competitors but only some similar products well established in the market, for example Iphone, Samsung Galaxy and Nokia cell phones. Also there are a lot of innovative watches, but nothing really like ALFA SmartWatch.

f) Customers: The company drives its business in two ways: the B2B one and the B2C. For example through the B2B ALFA sells to retail stores, cell phone companies and other intermediaries. The B2C way is lead through internet sales without any intermediaries. The range of possible ages of consumers from 16 to 70 years old in Spain. Customers are well organized because of high expectations, high quality demand (due to knowledge by consumers about similar products/markets as smartphones or tablets) and competitive price. One point in our favour is that we are offering something new. The differentiation from other products does not permit customers to have a complete term of comparison with other devices.

4) How we differentiate -‐ There are no other products quite like ours. There are other Smartwatches, but they require a connection to a cell phone. Our watch is meant to replace the traditional cell phone as a more powerful, more convenient solution to the communication need. With an arsenal of innovative and never-‐before-‐seen features, our watch will completely change communication and human interaction as a whole.

5) MACRO ENVIRONMENT a) Demographic: According to www.ine.es our target market of ages 16-‐70 equals

33.568.216 (50.2% male and 49.8% female) people out of 46.704.314 total in Spain. This means our target market accounts for about 72% of the total population. For education, Spain spends 4.4% of GDP on education. The average adult has spent 7.3 years in school, and Spain is ranked in the top 20 countries in the following categories -‐ Class size, enrolment ratio, expected duration for education, primary teacher salary, reading literacy, scientific literacy, spending per primary school student, and universities > top 500. In 2011, 220,583 (58% female 42% male) students completed their schooling. Over half of the students were less than 25 years old, and the most popular age was 21 (roughly 15%). The students graduated with degrees in Architecture, Health, Education Sciences, and Business/administration. Population is growing in Spain – the most recent stat from 2011 shows a 0.57% increase. After 2012 seems decreasing.

b) Economy: With Spain being in an obvious economic struggle, new businesses, products and entrepreneurial ideas like ours are part of the solution to digging this country out of the hole. The GDP (Gross Domestic Product) at the end of 2012 was US$ 1.349 trillion and in August 2013 was estimated decreasing about 1,6%. Inflation in 2013 is 2,04% and the long term interest rate per annum of government bonds until August 2013 is at 4,50%.For credit availability Spain is rated 53 out of 185 countries for possibility of getting credit (http://www.doingbusiness.org). Regarding the economic cycle Spain is in a period of recession, recovery is not so easy because of high public and private debt (http://www.economy.com/dismal/map/). Public debt is 79% of GDP and public deficit is -‐6% (2012). Annual disposable income in 2012 is US$ 827.949,5 million. Total public spending is 42,7% of GDP (http://www.theguardian.com/news/datablog/2012/oct/16/government-‐spending-‐countries-‐gdp ).

In 2012 employment was at 75,8%, and around 58% of people aged 15 to 64 (working able population) have a paid job, below the OECD employment average of 66%. 64 % of men are in paid work, compared with 53% of women. Young people, aged 15-‐24, are facing important difficulties, with an unemployment rate of 56% (August 2013) much higher than the OECD average of 23%. The average household net-‐adjusted(after taxes) disposable income is 22.847 USD a year, decreasing. To be used by a person to buy goods and services. People in Spain work 1 690 hours a year, less than the OECD average of 1 776.

c) Ecology: Renewable energy in Spain accounts for 10% of total energy. With this in mind we are integrating solar technology into our watch to use the suns energy to charge our SmartWatch. Overall 23% of Spain's electricity were generated from wind and solar in 2010. Spain is the world's third biggest producer of wind power, after the United States and Germany, with an installed capacity of 20,661 megawatts (MW) April 2011, a rise of 1,609 MW for the year. More than 11% of Spain's electricity came from wind power in 2008. In 2005 Spain became the first country in Europe to require the installation of photovoltaic electricity generation in new buildings. With the construction of the PS10, located near Seville, Spain became the first country to ever have a commercial solar energy power tower (http://en.wikipedia.org/wiki/Renewable_energy_in_Spain). Cost for the energy for industrial consumers is 0,0361€ per Kwh for natural gas (under EU average) and 0,1022€ per Kwh for the electricity (above EU average)(May 2013).

d) Technology: In 2010, there were a total of 58,119 companies in high tech sectors. Technology is getting more and more popular -‐ it´s common to see kids with iPhones. As technology is a major driving factor in market progression, there is clearly a market for our product not only in Spain but all over the world. Internet users in Spain are 34.623.500, 74% of total population, with an increasing rate nearly 3% compared to total Internet users in 2012.

e) Political/legal: Spain is a democratic country, which essentially means that the people

have the power to elect officials to make and implement laws and regulations. A big story in Spain politics is how the Basque region wants to declare independence from Spain. With no foreseeable change in the near future, we continue to view our market as Spain as a whole. Spain being a free, first-‐world country makes it just about as good as any country to market our innovative product line.

f) Socio-‐Cultural: Sports are a huge part of Spanish culture. “Futbol” is obviously the most popular, with basketball, handball, volleyball, and tennis also getting some attention. With this in mind, our Smartwatch will make it easy to watch games, keep track of scores/stats, and more. For fitness minded people, there will also be workout apps to keep track of different exercises, recommend specific workouts, etc. Cinema has seen a downturn with the economic crisis, but remains part of the Spanish culture. With our product, people will be able to use apps to purchase tickets and download them to their wrist eliminating need to wait in long lines to get tickets.

NEXT STEPS

The next steps we are going to work are Primary Sources. Primary sources can be qualitative or quantitative. The first one can be group gatherings, deep-‐dive interviews, projective techniques and observation; the secondo ne can be survey, experiments and observation. The second one are more precise than the qualitative. The qualitative objective is to gain a qualtative understanding of the underlying reasons and motivaions; the quantativa is to quantify the data and genarlize the results from the sample to the population interest.

Bibliography http://store.sony.com/p/Sony-‐Android-‐Watch-‐Smart-‐Phone-‐SmartWatch-‐Bondwatch-‐Pink-‐Mint-‐Grey-‐White-‐Blue-‐Black-‐Multicolor-‐Multi-‐Color/en/p/MN2SW#specifications http://www.newzealandnow.govt.nz/investing-‐in-‐nz/practical-‐info-‐visas/starting-‐a-‐business http://cia-‐world-‐fact-‐book.findthedata.org http://www.gfmag.com/gdp-‐data-‐country-‐reports/175-‐spain-‐gdp-‐country-‐report.html#axzz2ga4ZjGKd http://www.oecdbetterlifeindex.org/countries/spain/ http://www.energy.eu http://www.tradingeconomics.com/spain/gdp-‐growth-‐annual http://www.inflation.eu/inflation-‐rates/spain/historic-‐inflation/cpi-‐inflation-‐spain-‐2013.aspx http://www.ecb.europa.eu/stats/money/long/html/index.en.html Youth Unemployment: (http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Unemployment_statistics AND http://www.theguardian.com/business/2013/aug/30/spain-‐youth-‐unemployment-‐record-‐high ) http://www.euromonitor.com/spain/country-‐factfile http://www.theguardian.com/news/datablog/2012/oct/16/government-‐spending-‐countries-‐gdp

QUALITATIVE ANALYSIS -‐ FOCUS GROUP & DEPTH INTERVIEW – ALFA SMARTWATCH

FOCUS GROUP DESCRIPTION: On Monday 14 of October we had our focus group meeting to get primary qualitative information about the future market of our product, ALFA SmartWatch. We wanted to collect preferences and ideas from a defined segment of the market: 5 young people, precisely students from UC3M between 21 and 24 years old. We didn’t make any distinction based on sex or income, grouping together 3 girls and 2 boys. Our focus group lasted 32 minutes, we obtained the relaxed and comfortable level of debate that we expected. The first part was designed to induce the interviewed people into curiosity and doubt. Then some previously decided questions were asked to people, giving them freedom and time to reply. Finally we involved interviewed people in some projective techniques like words association test, sentences completion and pictures response. The place setting where FG happened is the room 18.B.1.9 belonging to the library of building 18 inside Getafe campus of UC3M.

FOCUS GROUP TECHNICAL ASPECTS: Regarding the technical aspects, we found different needs of the participants at the focus group. Our smartwatch must have the same functions of the current smartphones, implemented of some features related to sports. The participants have focused their attention on the fact that the smartwatch must be equipped with: -‐ Gps maps: to be able to locate their position: -‐ Bluetooth headset to respond more nimbly to calls; -‐ Touch screen to scroll quickly through applications; -‐ Camera to take pictures and video. It must also be equipped with specific applications for: -‐ E-‐mail; -‐ Access to social networks to share life with friends; -‐ Share files via Cloud as the current smartphone. All participants recognized that this product would be particularly suitable for all sports' lovers; therefore to get this market segment should have new features and highly innovative features such as: -‐ To be impermeable (even at great depths), to be used in water sports; -‐ A series of app dedicated to different types of sports, in order to be used by any type of athlete. In addition to key features highlighted by the participants, almost all reported a technical / aesthetic problem related to the size of the screen: a small screen does not allow to share images and videos with friends, and not to be used for interactive games. The same participants, however, recognized that a large screen size would be unsightly and should be a damage to the product design.

AESTHETIC and PHYSICAL IMPROVEMENTS SUGGESTIONS:

During our focus group people often highlighted problems and relevant facts about physical and aesthetic aspects of ALFA SmartWatch. They mostly gave attention to Size and Weight, saying that they were positively impressed by the huge range of possible features, but at the same time they were worried that such a variety of characteristics could affect negatively size, shape and weight of the product, making our Smartwatch to seem too little as a watch and too much as a smartphone. Dimensions of the screen, length of the battery and the presence of a camera were identified as main wants that on the other hand represent factors pushing ALFA towards a bigger size. People that purchase a SmartWatch expect a product above average, something to be different and have the latest innovations on their own wrist without having a strange look because of the size. People underlined evident difficulties due to reduced dimensions of the screen, for example not allowing share of contents from the SmartWatch with physically surrounding friends or in general people. Moreover, was suggested to take off from the wrist ALFA and use it as a joystick. Also the idea of a camera came out during the focus group. It was suggested to put it on the wristband, on the external side, making it easy to use directly from the touch screen of the SmartWatch. Along our meeting we discovered some interesting preferences and ideas about the shape of cases (the body of a watch). Someone, mostly girls, were missing the rounded traditional shape of a watch, the one that make it feel leaner. And came out that this shape could be resembled by some apps producing the same rounded effect. For example the clock of our ALFA SmartWatch it will certainly be digital, but we could make an interface with circular appearance, as real watches. As expected exist differences in shape preference between men and women. As reported early girls were more inclined towards thin, rounded and simpler designs, instead boys thought they would fit better with squared and more complex designs. But, as highlighted also in projective techniques (Picture Response), a common ideal was not to develop so many styles, just one for Business, one for Sports, one Casual for boys and one for girls. This was considered enough by interviewed people, who gave more significance to customization under those macro-‐designs. They were all favourable on having a wide choice of colours for cases and wristbands, and of course they would value very much a wide choice of optional. Between all of them the extra that gained more attention was an enlargeable wristband useful mainly for sporting purposes. People agreed in unison about the examples of running and swimming. Such a wristband could be put higher on the arm, near to the ears, easing connection through earphones and so on. This enlargeable watch-‐band has been viewed as a very powerful competitor of iPhone’s features, or even better, because it could be simply put on the arm without additional strings. And lastly but most importantly, we debated if this ALFA could easily enter in interviewed-‐people’s worlds. From the technologically point of view young students said they are really used to have smartphones and tablets in their hands. But what strongly interested us was from the lifestyle point of view. They showed that ALFA SmartWatch could have an easy integration in habits, because it is small, portable anywhere, easy to access, and you can bring everything with you at little expenses without needing pockets anymore.

PRICE AND DISTRIBUTION

About the price range in which we should place our product, all participants have agreed and answered that they expect a lower price than smartphones (around € 300). About the retailers, the majority of participants would expect to be able to buy it in a electronics store or in a store dedicated to the sale of the this particular type of product. Moreover they said that they would not buy it for gift because of its relatively high price, but instead they would buy it for themselves to take advantage of this innovative technology.

HOW WE USED PROJECTIVE TECHNIQUES

There were a number of projective techniques that we used in our focus group. We used a handout that contained the different methods we saw best fit to obtain valuable information. First – We used a list of stimulus words to get the participants started. We didn’t only use words that applied to our product so the participants could remain unbiased and respond to each word or phrase as honestly as possible. Second – we used sentence completion to give participants some creative freedom to tell us what they thought about our product and how we could improve it. The last two methods we used visual stimuli for the participants. We showed them different examples of smart watch and asked them to identify which ones were the most similar to what they were picturing – this was helpful in getting feedback as to whether or not we had successfully communicated our vision for the product The final method was a sort of branding exercise. We asked the participants to choose from a variety of photos (different people representing different markets) what best represented the ALFA SmartWatch brand. From this we learned that our product should be marketed to mostly young people but not necessarily targeting one group specifically like students or athletes. This exercise reaffirmed that our product should be marketed as an overall life-‐simplifying device, not just a tool for certain people, but a tool for all.

IN-‐DEPTH INTERVIEW – ALFA SMARTWATCH

The purpose of our In-‐depth interview was to analyse the market segment of professionals. After we had a focus group with 5 students we asked some questions to a professional, a 48-‐years-‐old woman working as a receptionist in Fernando de Los Rios Residence-‐Hall. The interview consisted in 10 questions about her lifestyle, her preferences and about possible usages for ALFA SmartWatch. We introduced the topic with some general questions about habits. She doesn’t use so much her watch and also her mobile phone, she also only got cell phone shared in two with her husband. She doesn’t need to watch so many times the time on the clock because she doesn’t want to be dependent from the time, and in general she doesn’t like having a watch.

Main usage of actual smartphone: phone calls, SMS, Videos, Photos. Expected features: The same as a smartphone, music, internet… But all easier. Positive aspects: It is similar to a smartphone, you have it always with you, but nothing special, mainly the most useful thing for her is that you cannot forget it and lose it anymore, because you have all tied at your wrist. Negative aspects: Not so many, probably the balance goes more towards positive aspects compared to common smartphones, but in her opinion the weight of all those advantages is not so strong to produce a change in purchases’ preferences. Our interviewed underlined how ALFA could gain a relevant share of the market focusing on dimensions perspective, answering that she, as a possible non-‐buyer, could imagine a future world where SmartWatches could overcome Smartphones. From her point of view she suggested not to focus on a broad choice of customizations for professionals segment of the market, f.e. not so many colours and extras. Just to put all the efforts on dimensions, size and features aspects, to allow professionals having an all-‐in-‐one object and not having functions spread in thousands different devices. On a more general level we tried to discover with our interviewed person which segment of the market could be more profitable. And we came out with Students, Sportsmen and Managers as being the most believed possible purchaser and users of an ALFA SmartWatch. Finally asked her to establish a price that she could expect to face for our product. She valued ALFA as much as other smartphones, giving same price, 300€ or more, and place to buy it, in large retail stores or mobile phones shops. Due to the big price she only thought buying it in special occasions, like son’s birthday or as a Christmas present, but she would not buy one for her own in a casual purchase.

NEXT STEPS for our Marketing Research We will develop an ad-‐hoc survey to collect information related with conclusions from our focus group. Our purpose is to have a formalized set of questions to obtain data we need from respondents, chosen among various ways.

QUANTITATIVE ANALYSIS -‐ SURVEY -‐ ALFA

SMARTWATCH Market research by Andrew Wilkerson, Federico Cottafava, Antonio Conte and

Lorenzo Gaggini The previous step was the qualitative analysis. We had a profitable focus group that underlined main topics in which we should have gone more in depth. It came out that aesthetic and technical aspects needed to be classified in order of relevance by customers, because from the beginning we had to face the problem of dimensions, weight and shape affecting ALFA SmartWatch appeal on people. Then, aside from product features, the FG we discovered some interesting things about price, placement and promotion regarding our ALFA SmartWatch. Starting from those qualitative guidelines we developed the quantitative research to have numerical, precise and reliable sources of information to carry forward our marketing research project about ALFA SmartWatch, towards the implementation of the production for the general market.

About the Survey

We chose an ad-‐hoc structured survey method, made up by several static and prearranged questions designed to quantify the results of our previous focus group with a broader number of respondents. Mainly due to the technological nature of the product, and from the need of a large amount of answers in a short time period, the way we carried out the survey was split in 2 different types. The first way was through Internet interviews, we built the questionnaire thanks to the Web site www.qualtrics.com that easily allows respondents to take part in the online answering process, just simply clicking, ranking lists or rating objects. Then with the aim of having a more precise picture of the environment, ruling out or just lowering non-‐probabilistic-‐sampling weakness (as from judgemental or convenience sampling), we developed a personal interview carried out in a face-‐to-‐face way outside a mobilephones shop.

• Internet Interview

As said before the main part of the quantitative analysis were developed by Internet Interviews using www.qualtrics.com as platform to develop questions.

Considering that we are students we selected this kind of interview because it is cost effective, easy to get respondents, quick to collect answers, very intuitive for respondents, offers a wide variety of questioning methods (through graphics and ratings) and it is geographic flexible. The internet survey consists in 20 questions, arranged logically like that:

• 4 Personal questions to get information about the respondents • 9 Questions about the product (Aesthetic, Technical, about the package and about the

brand itself) • 2 Questions about Price • 3 Questions about Placement (Where and When purchase) • 2 Questions about Promotion (How to promote and effectiveness of a slogan)

Before officially running the survey on the Internet we made a pre-‐test collecting a random sample and we proved that our questionnaire had only few errors. One of them was the absence of the possibility for respondents to add their own free opinion at the end of some crucial questions (“Others”). Another error was the one with sampling, considering mostly acquaintances and/or students, involuntarily ruling out professionals. We recovered from this mistake having Personal interviews picking random people with a stable work. Finally we implemented our final version of the survey, having established a total number of respondents of 60 people. The method of sampling was non-‐probabilistic by convenience and by judgement, respondents were selected from Facebook friends lists, UC3M and University of Bologna students group, relatives and more groups of acquaintances. The results of all 60 respondents were collected and then analysed by us.

Results: The first section was to determine personal information of the participants. Firstly asking the age of the participants. Out of our 60 participants, 13% were 19 years old, 32% were 20, 36% were between 21 and 23, 12% were between 24 and 26, and the remaining 8% were between the ages of 48 and 64. Next we asked for the gender and found that 67% were male and 33% were female. The last personal question was to find what our participants do for a living; the vast majority were students, with only 5 professionals participating. This is about what we wanted as we determined our target market to be the younger generation with a little focus on professionals. The next section was the biggest and most important in terms of data received. In this section we asked questions about different aspects of our product. In terms of shape, 57% said they would prefer a squared smart watch as opposed to 43% choosing rounded. With there not being a clear favourite, it would most likely be advantageous to give our customers options for shape of their watch. We provided many options for colors for the participants to choose from for the color of the watch and they could choose as many as they wanted. We found black to be the clear favourite with 70% choosing black, but blue white and grey were also somewhat popular scoring 58%, 48% and 50% respectively.

Next we asked about the preferred material for the watch band. Steel and leather combined for 71% as the 2 most popular answers with rubber coming in at 23% and only 5% chose fabric. Next we asked participants to put 3 qualities in order from most important to least important to get an idea of what is most important between battery life, screen dimensions and camera quality. We found that battery life was the most important with screen dimensions coming in a close second with not too many people being concerned about camera quality.

15

35

8

14

3

5

42

29 30

4

20

15

0

5

10

15

20

25

30

35

40

45

red blue yellow green pink orange black white grey purple light blue

brown

In a similar fashion, we next asked participants to rank 8 of the most important potential features of our watch on a scale of one to ten. The results were as follows (average score): Impermeability 9.03, touch screen 8.27, GPS maps 7.48, apps for mailing 7.38, apps for social networks 6.78, cloud storage 6.23, sports apps 6.13, Bluetooth headset 5.87.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dimensions of the screen

Battery life Camera quality (placed on the watch band)

Serie3

Serie2

Serie1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

10

9

8

7

6

5

4

3

2

1

We asked about the packaging of the product and found that most people do not place too much importance on the packaging with 30% saying it is somewhat important, 27% saying they do not care one way or the other and 25% saying it is somewhat unimportant. Also in terms of packaging 73% of participants expected the packaging to be minimal with only the logo and model with the remaining 27% expecting a more extravagant package.

When we asked about the same “Alfa SmartWatch” 32% said they felt neutral while 16% said they felt it was inappropriate and 45% said it was appropriate which is encouraging that the majority was positive feedback. Unfortunately our logo only scored 2.73 out of 5 in terms of appealing to our participants, which means we may want to consider a different logo. The next section was to find what type of price participants would expect to pay for our product. We found that 50% would expect to pay between 200 and 250 euros, 34% would expect to pay between 275 and 350 euros while the remaining 16% would expect to pay between 400 and 500 euros. We also asked how much they are planning to spend on their next smart phone and the majority of them said over 500 euros, meaning that they, in general, would expect a smart phone to cost more than a smart watch. Following price, we asked about placement, and most people preferred electronics stores as opposed to mobile phone shops or dedicated shops for the product. They scored 63%, 12%, and 25% respectively. Then we asked who they would buy our product for and 42% said they would buy it for both themselves and someone else as a gift while 37% said they would buy it

8%

25%

27%

30%

10%

Very unimportant

Somewhat unimportant

Neighter important nor unimortant

Somewhat important

Very important

just for themselves and 22% said they would buy it just for someone else as a gift. Most people said they would buy our product to use for fun, work and sports, which is good because these were the general intentions of use for our product. Also encouraging was only 1 out of 60 said they would not buy it. As far as advertising, most people said we should focus on internet ads, which makes sense because most of our target market spends a crazy amount of time on the internet. For our slogan “Everything changes again: SmartWatch, the only thing you’ll ever need” 45% said it had a strong impact on them, and 35% said it had neutral impact and 20% said it had a weak impact. We would like to improve on the response to our slogan so we may need to tweak it a little. Overall the feedback from the online survey was very helpful for some small things we need to fix but also gave us confidence that we will have a successful product launch.

• Personal ad-‐hoc survey in street/outside shop

We were aware that restricting the sample as we did, having mainly students, could mislead results not to realistic conclusions. We faced a lack of professional and random people. So we decided having also personal ad-‐hoc interviews with Spanish professionals chosen from customers of Orange Mobile Phones shop at Sol, during Monday morning. The aim was seizing people unfamiliar with the internet, adults with a stable work and local people. A sample of 10 individuals were asked to answer 20 questions arranged in the same way as the internet survey.

Results:

We interviewed 13 people between 32 and 66 years, with an average of 47.92 years. 62% of respondents were male and the remaining 38% were female. They were all workers, with different professions. With regard to physical characteristics, responding to the question "what shape would you prefer for your SmartWatch?", 69% responded square and the remaining round.

77% chose the color black for the cases and watch bands, but a great success also had the color blue (69%), grey (62%), brown (54%), and white (38 %). About the material of the watch band, a clear majority (69%) prefers leather followed by a minority who would wish rubber (15%). With regards to the technical characteristics, the preference of the majority went to the life of the battery followed by the size of the screen and the quality of the camera. Also the most important characteristics for the respondents are in order of preference from 1 to 10: waterproof (average of 9.69); sports apps (9.62), touch screen (9:31); Bluetooth handset (9:23); app for mailing (7,69). And all the other features were given less importance: apps for social networks, could storage; GPS maps. Then we focused our attention on package, that was neither important nor unimportant by the majority of respondents, with 69% preferring a minimal package, no pictures, only with logo and model. We also asked about the name "Alfa SmartWatch", judged by 54% of respondents with a neutral impact. Regarding our logo, it scored an average of 2.92 on a scale from 1 to 5. About the purchase price for the majority of individuals is among the 200 € (23%) and 300 € (15%).

The majority of respondents (38%) expect to find this product on mobile phones shops like Movistar, Vodafone, Orange etc. 46% of respondents said they would buy our product for themselves and 38% would buy it both as a gift and for themselves. To the question "why would you buy this product?", 77% responded sport, and 66% said work and fun. With regard to the promotion of the product most people recommend in stores (46%) and advertising on the internet (23%). We also asked each of them to evaluate our slogan "everything changes again: smartwatch, the only thing you'll ever need", and we found that 69% of them considered this with a strong impact.

• Conclusion

Overall we received a lot of good feedback from both surveys. Based on the results, we have decided to launch two separate product lines. One for younger people that care more about visual customization, social networks, pictures, etc, and another for professionals that care more about functionality and simplifying their busy lives. We learned that waterproof, touch screen, sport apps, and apps for mailing are absolute must haves for our product. We also are able to conclude that our price should not be more than that of the average smart phone, as people expect to pay less for our product that a smart phone. We learned that people will in most cases be buying our product for themselves, and will expect to buy it in electronic stores which is very important information when considering an advertising campaign. Also for advertising we learned that we should focus most of our attention on online ads and promotion in stores. While there are a couple things that did not get outstanding feedback, they are relatively easy changes and in general the results of the surveys gave us confidence that we will have a successful product launch!

Appendix Survey

06/11/13 19:07Qualtrics Survey Software

Pagina 1 di 5https://s.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=NuP5y

Default Question BlockDefault Question Block

We are going to launch a revolutionary product that will create a new segment of the market.We are going to launch a revolutionary product that will create a new segment of the market.We have developed a touchscreen watch, endowed with an internal Micro-Sim so it can workWe have developed a touchscreen watch, endowed with an internal Micro-Sim so it can workwithout needing to be connected to other devices. It is able to make phone calls, surf thewithout needing to be connected to other devices. It is able to make phone calls, surf theInternet, and listen to music and other features as the most powerful existing smartphones.Internet, and listen to music and other features as the most powerful existing smartphones.

Its name is ALFA SmartWatchIts name is ALFA SmartWatch

Personal informationPersonal information

NameName

AgeAge

SexSex

ProfessionProfession



RoundedRounded

SquaredSquared

RubberRubber

LeatherLeather

SteelSteel

FabricFabric

What shape would you prefer for your smartwatch?What shape would you prefer for your smartwatch?

Which colours would you like to have as choices for customization of cases and watchWhich colours would you like to have as choices for customization of cases and watchbands?bands?

RedRed GreenGreen BlackBlack PurplePurple

BlueBlue PinkPink WhiteWhite Light BlueLight Blue

YellowYellow OrangeOrange GreyGrey BrownBrown

What kind of material do you prefer for the watch band?What kind of material do you prefer for the watch band?

Arrange these features in order of relevance for the usage of the product that you would do:Arrange these features in order of relevance for the usage of the product that you would do:

(drag and drop to rank them from the first to the last).(drag and drop to rank them from the first to the last).

Which of the following technical features are basic in your smartwatch?Which of the following technical features are basic in your smartwatch?

Dimensions of the screenDimensions of the screen

Battery lifeBattery life

Camera quality (placed on the watch band)Camera quality (placed on the watch band)



Very UnimportantVery Unimportant

Somewhat UnimportantSomewhat Unimportant

Neither Important nor UnimportantNeither Important nor Unimportant

Somewhat ImportantSomewhat Important

Very ImportantVery Important

Minimal (without image, only logo and model)Minimal (without image, only logo and model)

Complex (images, features of the product, name of the brand and model)Complex (images, features of the product, name of the brand and model)

Evaluate the importance of the following technical aspects from 1 to 10 (where 1 is "not at allEvaluate the importance of the following technical aspects from 1 to 10 (where 1 is "not at allimportant" and 10 is "very important").important" and 10 is "very important").

1 2 3 4 5 6 7 8 9 10

GPS MapsGPS Maps

Bluethooth headsetBluethooth headset

TouchscreenTouchscreen

App for mailingApp for mailing

Apps for socialApps for socialnetworksnetworks

Cloud storageCloud storage

ImpermeabilityImpermeability

Sports appsSports apps

Is the package important in your opinion?Is the package important in your opinion?

How do you expect the package to be?How do you expect the package to be?

Is the name "ALFA SmartWatch" appropriate for this type of product?Is the name "ALFA SmartWatch" appropriate for this type of product?

InappropriateInappropriateSomewhatSomewhat

InappropriateInappropriate NeutralNeutralSomewhatSomewhatAppropriateAppropriate AppropriateAppropriate

Rate from 1 star (minimum) to 5 stars (maximum) if this logo is appealing and original for thisRate from 1 star (minimum) to 5 stars (maximum) if this logo is appealing and original for thistype of product:type of product:



Electronic storesElectronic stores

Mobile phones shops (Orange, Vodafone, Movistar, T-Mobile etc.)Mobile phones shops (Orange, Vodafone, Movistar, T-Mobile etc.)

Dedicated shops for this productDedicated shops for this product

As a GiftAs a Gift

For myselfFor myself

BothBoth

Assuming that our product could be a potential substitute for smartphones, having superiorAssuming that our product could be a potential substitute for smartphones, having superiorfeatures compared with a digital clock. Which of the following prices do you think is mostfeatures compared with a digital clock. Which of the following prices do you think is mostappropriate for ALFA SmartWatch?appropriate for ALFA SmartWatch?

PRICES ARE STATED IN EUROS (€).PRICES ARE STATED IN EUROS (€).

How much are you going to spend to buy your next smartphone (if you are planning to buyHow much are you going to spend to buy your next smartphone (if you are planning to buyone)?one)?

In which place would you rather buy this product?In which place would you rather buy this product?

Would you buy an ALFA SmartWatch:Would you buy an ALFA SmartWatch:



WorkWork

SportSport

FunFun

CollectionCollection

Other reasonsOther reasons

Internet (advertising through social networks and Youtube)Internet (advertising through social networks and Youtube)

TV adsTV ads

Promotions in storesPromotions in stores

Events or promotional activitiesEvents or promotional activities

OtherOther

Weak impactWeak impact

NeutralNeutral

Strong impactStrong impact

Why would you buy this product?Why would you buy this product?

In which way would the promotion of the product be more effective?In which way would the promotion of the product be more effective?

"Everything changes again: SmartWatch, the only thing you'll ever need." "Everything changes again: SmartWatch, the only thing you'll ever need."

Evaluates the impact that this slogan could have on potential customers.Evaluates the impact that this slogan could have on potential customers.

the launch of a new product alfa smartwatch

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