This was a group capstone project completed for my Marketing Strategy class at Kennesaw State University. The presentation focuses on a mock smartwatch brand called Harmony.
the problem
This project focused on smartwatches. In a previous assignment, each group member analyzed five customer segments and developed a strategy for each. You can view my segment analysis here —
From there, we combined our ideas and chose one segment to target for our final product. The challenge was to create a smartwatch (or something similar) that could realistically compete with top brands like Apple, Samsung, Google, Amazfit, and others.
target market
We chose Segment 5: a group made up mostly of women around age 33 who enjoy TV, radio and podcasts, as well as newspapers and magazines. They regularly use platforms like Facebook, Instagram, YouTube, Netflix, and Hulu, typically on their Apple devices. This segment is looking for a smartwatch that’s stylish, durable, and capable of handling everyday tasks like calling, texting, emailing, and staying organized.
my role
As the team lead, I was responsible for tracking our weekly meetings and submitting all assignments. I worked closely with my group to research key information and help define what our product would include. I also chose the presentation template and outlined the overall structure.
My individual contributions included developing the brand, offering, and relationship SCAs, creating the content calendar, and designing two promotional ads. I also completed the pricing and promotion slides to fill in gaps left by other group members, although I didn’t present those particular sections.
what I learned
During this project, my groupmate and I had to deal with unresponsive teammates who didn’t pull their weight. While that’s not uncommon in college, this was one of the toughest situations I’d faced. When we spoke with our professor, she reminded us that these challenges are a part of the real world too, and that we needed to speak up, since their lack of effort could affect our own performance.
I learned that things won’t always go as planned, and not everyone will work the same way. Sometimes personalities clash. But as a leader, it’s your job to push through those challenges, communicate clearly, and do everything you can to deliver the best possible result.