Wellness simplified by Health
Sidharth L.
Getting best of Marketing to Brands in APAC ? Product Management Certified ? PMP ? MBA Alum Singapore Management University ? Meditator ??
苹果 's quarterly revenue for its fiscal 2024 first quarter ended December 30, 2023 was $119.6 billion, up 2 percent year over year.
Apple's revenue growth for the December quarter was powered by strong iPhone sales and an all-time high in Services revenue.
According to Apple's latest Consolidated Statements of Operations, the Asia Pacific region (excluding Japan) ranked fourth in terms of net sales for the three months ending in December 2023. Notably, Services emerged as the second-highest category, recording $23,117 in net sales.
The prominence of Services in the Asia Pacific region got me thinking: what can Apple do to further boost its sales in this market? Among the options, I'm particularly drawn to Health, a personalized fitness service, as I'm a fan myself. Let's delve into strategies to ramp up Health in the Asia Pacific region(for the campaign I'll focus on India as a market).
Apple continues to make aggressive efforts to transform itself into one of the world's leading providers of digital services. To remain competitive and stimulate customer demand, Apple must successfully manage frequent introductions and transitions of products and services.
A common misconception of Product Marketing is that it focuses mainly on acquisition. However, there’s no point attracting new customers if you can’t keep them!
Building on my learnings from Cori Shearer 's sessions at the Product School , sharing what I believe could potentially work for Apple as a product marketing strategy in swaying customers.
Elevate your life, One Beat at a Time
Digital wellbeing is the latest tech trend focused on helping individuals to understand how they use the tech around them and provide tips and techniques to establish healthy habits.
Expanding Horizons: Beyond Conventional Products
Asia Pacific is set to witness an unprecedented boom in the health and wellness sector. Countries like China and India are experiencing particularly robust growth, thanks to a burgeoning middle class, rapid urbanization, and increasing disposable incomes.
Fit tech, or fitness technology, is becoming a cornerstone of the health and wellness industry. It encompasses wearable devices, mobile apps, and other digital tools that aid in tracking and enhancing one’s health and fitness.
Mobile apps play a pivotal role, offering a range of tools from diet and nutrition trackers to workout planners and meditation guides. These apps have become indispensable in helping individuals manage their health and wellness goals.
The Campaign Audience: Indian Millennials.
To create personalized content that resonates with the audience, I'll focus on India as a region.
India's healthcare landscape is witnessing a transformative journey, and here's a look at key trends shaping the industry.
Meet the millennials : From Social media, entertainment, and purchase journey trends*
Pressing pause on information overload
Millennials were some of the earliest adopters of social media, so it’s not surprising that they used to spend the majority of their online time on digital platforms. There is increasing competition for millennials’ attention, at a time where their priorities are moving offline.
Millennials’ relationship with podcasts is strong
16% more likely than the average consumer to say they spend at least two hours a day listening to podcasts. 11% of millennials also say they find out about new brands or products through podcast ads. Comedy and music genres top millennials’ podcast interests.
Influencing a generation
Millennials are very receptive to influencers – 80% trust them (to any extent), and they’re 15% more likely than the average con- sumer to trust them completely.
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Humanising sporting greatness
Sports Marketing has evolved with the sport itself, consumption of the games have changed, emotions around the games thrived with one big generational rivalry that made way for bigger stars. Deloitte's inaugural survey titled "2023 Sports fan insights: The beginning of the immersive sports era," provides groundbreaking insights into the shifting landscape of sports consumption and fan behaviors
Say Hi to Rohan!
Rohan, 28 years old, based out of Bangalore, India. Rohan works at one of the big fours, as a team lead. He travels 7-8 times in a quarter. He graduated from NYU with a business major and moved back to India after spending few years in United States.
He wants to live a transformative lifestyle, increasing his outlook towards work-life balance, health, and travel related goals.
Aware of health risks posed by his lifestyle, he embraces health apps. Tracking his diet and exercise through an intuitive app, Rohan sets achievable goals aligned with his schedule. Reminders prompt him to take short breaks and stay hydrated. As Rohan's mindfulness increases, stress levels decrease, and he notices improvements in productivity. Regular health insights keep him informed, enabling early preventive measures.
What does Rohan need? I believe Rohan has a need to transform his hectic routine into a balanced lifestyle, ensuring longevity and vitality amidst his demanding career.
He needs,
Wellness simplified by Apple
Wellness Simplified, a transformative campaign with a mission to empower individuals to take charge of their well-being. Wellness Simplified aims to streamline access to health resources, foster healthier lifestyles, and promote overall wellness right at your fingertips.
Apple should recognize Rohan’s motivations by doubling down on their desire for balance and wellness.
How can he elevate his wellness with Apple?
Apple's Health app seamlessly integrates with Rohan's busy lifestyle, tracking his activity, nutrition, and sleep patterns. With personalized insights and reminders, it empowers him to prioritize self-care. Using Apple Health, he sets achievable goals for activity, nutrition, and stress management. Integrated with his Apple Watch, it tracks his daily steps, workouts, and heart rate, providing real-time insights.
Alongside an always on digital campaign, here's my take on wellness simplified.
Brands should craft a compelling narrative highlighting product benefits, target audience, and unique selling points synced to the their desires. Utilize diverse channels for maximum reach, ensuring resonance with the audience and driving conversions effectively.
*Insights from GWI on Millenials are based on global data and are not particularly tailored to the Indian audience.
** Ads created are mock up for the purpose of demonstrating the campaign visually.
Source: Towards Healthcare, GWI