525 Denny SECOND (2)

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DeVry University, Keller Graduate School of Management *

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Marketing

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Feb 20, 2024

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1 Strategic Marketing Brief Teen Smartwatch with E-Smoking and Vaping Sensor Denny Garcia DeVry University MKTG525: Marketing Research Professor Robert Schaumann November 18, 2023 Denny, your APA format looks good throughout , thank you! I will NOT edit your paper for writing, but will offer an evaluation. This will allow me – with the Thanksgiving holiday – to spend time with family and return this paper when I promised. You are ALWAYS most WELCOME to call me if you would like to discuss your evaluation and where I saw repeated errors, either in your writing and/or use of APA7 format. 603-593-5212 in New Hampshire. bob

2 Abstract The teenage smartwatch will detect when their child is vaping or using any type of smoking device. The watch will send a signal to the parents. The data will be sent to the parents ' phones, computers, or any smart device. This strategic Marketing brief will cover insights, segmentations, and product strategies . This will allow the parent to take the right action at an earlier stage of vaping. This product aims to protect the child from becoming addicted to vaping and having to face health issues in the future. In the 2018 annual survey, 44,000 students participated ; t his included eighth graders up to 12 th graders. More than 37% of twelve graders have been exposed to e-cigarettes ; t his was an increase of 28% o f over the prior year. As technology has evolved , i t has become the most important thing in teenager life. Nowadays , t he new trend is wristwatches , w hich teens are calling smartwatches. In this new trend, teenagers are also adopting e-cigarettes and vaporizers. These two things have become the new norm in teen society. Unfortunately, parents are not always aware of what their kids are up to, especially at that age when they start taking the train to school or walking home alone. The teen smartwatch will detect when your child is holding an e-cigarette or vaping device, and it will automatically send a message to the parent's device. Keywords: survey, interviews, e-cigarette, vaping, convenience, teenager watch.

3 Insights and Segmentation Segmentation marketing is used to identify the target customers. The three types of primary search that I will be utilizing are as follows. I would be using surveys to acquire information about customers' preferences, concerns, and interests. This would direct me to what customers want to see from my product. I would do interviews, this will give me a deeper understanding of customer motives, concerns, and wishes. I will also conduct observation studies which will help me document and monitor customers' behaviors and what will be the reaction to my product. What would you observe? Seems to me that focus groups would provide you more insight. When it comes down to the ethical part of my research, I will focus on the following privacy and data protection, Informed Consent, Confidentiality, and Preventing Harm. Any participants need to be fully aware of the study’s goals and for what the data will be used. I will make sure to acquire consent from anyone who participated in the studies. Their personal information will be preserved. The target customers for the teens’ watch age 12-18, male and female, location worldwide, and income 40k-45. Do you know any kids making THAT much money ? I think yo u want to focus on the parents as your target market. No teen in their right mind will want a smartwatch that “tattles” on them if they vape/smoke . Throughout the years ' , smartwatches have become extremely popular, especially among teenagers. Customers buy products to fulfill their needs , . E e specially when it comes to their children. Parents want to feel that the product meets their expectations. The value proposition of my company’s product is convenien ce t . In addition, E e fficiency, consistency, and integrity. The teen watch needs to perform at its best because it

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4 covers delicate issues. (ANKRAH, E. A., CIBRIAN, F. L., SILVA, L. M., TAVAKOULNIA, A., BELTRAN, J. A., SCHUCK, S. E. B., LAKES, K. D., & HAYES, G. R. 2023). The Teen Smartwatch's main idea is to detect when the user has been vaping and using e-cigarettes. The hardware and software sensors must be effective. Our first bullet asks you to focus on your use of one or more of the primary marketing research tools – surveys, focus groups, and interviews . Observation of consumers is also considered a primary marketing research tool, although it is somewhat more subjective, as it is the researcher’s opinion as to what is driving the consumer’s decision-making process. As I mentioned, it is not clear to me what you would be observing. For this first bullet, I wanted to see your thinking. The second bullet is the target market customer for your product. Although you described it, remember that you want to come up with one paragraph that aptly described your primary target market, e.g., “Men and women, ages 23-49, with families, and with two or more years of college, and a household income of $80K+, and who live in Atlanta, Georgia.” This paragraph can be then used with the account executive of various media (TV, radio, newspaper, magazines, outdoor advertising) to see if the media they represent for advertising reaches sufficient numbers of your target markets(s) to make it worthwhile to advertise in that media. The third bullet explains the value proposition of your product, i.e., a simple statement that summarizes why a customer would choose your product or service over that of another marketer’s product or service . That simple. Looking at your value proposition, as you stated it, I understand what you see as the value you offer. Now, is it truly a differentiator when compared to your competition? Product Strategy As for my course project brand equity, t T een s S martwatch will focus on the following. First, I want to make sure that teen smartwatches will meet customers' expectations. This needs to be the focus so that customers will be satisfied with the purchase. Making sure the customers are happy and are willing to recommend the product to others. This will provide great advertisement as well as deliver consumer-focused solutions for decades. Most of the customers' goodwill comes from the positive experiences. My goal is to create consistent marketing efforts,

5 positive customer experiences, and the overall reputation of the brand. E-cigarette sensors and vaping detector is a plus to the teen smartwatch industries ; , this is something that has not been developed . ( Paynich, V. 2019). As I view the ethical implications of teen smartwatches, data leakage is something that the company needs to stay on top of. This is quite common. Privacy is a requirement for this product since it involves such a sensitive subject. The data that the watch contains will deal with minor s in this case , a nd it is something that must be protected at all costs. This will be something on which that the manufacturer will have to focus on. ( Study Corgi. 2023, November 9). Teens' smartwatch provides a sense of safety, and security to parents. The product's overall performance is to provide crucial information to the parents . so that they To make sure parents know when their kids are exposed to e-cigarettes or vapes. Target segmentation are all teens between the age of 12-17. A target market that will be unmet is 18-21 the reason for this it is hard for a parent to have full control once kids reach this age. Our first bullet looks at your brand equity, which refers to t he value of a brand and is determined by the consumer’s perception of your brand. Brand equity can be positive or negative. If consumers think highly of a brand, it has positive brand equity. On the other hand, if the brand consistently under-delivers, fails to live up to consumer expectations, and generates negative word of mouth, it has negative brand equity. Simply put, brand equity is the reputation of your brand. This also relates to how your BRAND compares to the perception of the brand(s) of your competition. You will want to help shape the minds of those in your target market towards your brand. You do this via the quality of your product/service and how you promote it. Yet, did you d iscuss brand equity? “Sustainability” is a buzzword in 2023, and your content in which you discuss the second bullet is important. I wanted to see how you approach your product from a “cradle to grave” perspective in terms of how you will manufacture the product to how the product is disposed upon the completion of its utilization to be environmentally friendly. This is no small feat nowadays! Did you discuss the strategic advantage on which you would want to focus? Our third and last bullet on your second page deals with your product positioning statement for your company. I was looking to see you define your target segment, what it is that

6 this target market needs which is not currently met or is being met poorly by competitors, the idea behind your product, and where you differentiate your offering to the market when compared with other products already available. References ANKRAH, E. A., CIBRIAN, F. L., SILVA, L. M., TAVAKOULNIA, A., BELTRAN, J. A., SCHUCK, S. E. B., LAKES, K. D., & HAYES, G. R. (2023). Me, My Health, and My Watch: How Children with ADHD Understand Smartwatch Health Data. ACM Transactions on Computer-Human Interaction (TOCHI) , 30 (4), 1–25. https://doi- org.devry.idm.oclc.org/10.1145/3577008 Paynich, V. (2019). The Youth VAPING Epidemic: How Park and Recreation Agencies are helping to fight e-cigarette use among America’s teens. Parks & Recreation , 54 (6), 44– 50. Study Corgi. (2023, November 9). Apple Watch Target Market: Demographic Segmentation. https://studycorgi.com/apple-watch-products-market-segmentation/ SECOND Draft (Week FOUR) Evaluation Category Points % Description Documentation, Formatting, and Editing 17 /20 25% Quality work will be in APA 7 th Edition format and free of any spelling, punctuation, or grammatical errors. Quality work will include a Cover Page, Abstract Page, Reference Page, headings and subheadings to organize sections. Sentences and paragraphs will be clear, concise, and factually correct as expected at a graduate level. Content 50 /60 75% Quality work will adequately cover all sections required for the respective draft. Quality work will have significant scope and depth of research to support any statements. The content presented must demonstrate an understanding of the material expected at a graduate level.

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7 Category Points % Description Total per Draft 67 /80 100% A quality paper will meet or exceed all the above requirements.

525 Denny SECOND (2)

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