Comparative Analysis of Apple iWatch Series 6 and Fitbit Versa 2
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This report provides a comparative analysis of Apple iWatch Series 6 and Fitbit Versa 2 using the marketing mix tool. It analyzes the product, price, place, and promotion strategies of both brands. The report concludes that Apple has a higher market share and growth compared to Fitbit.
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Comparative Analysis
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EXECUTIVE SUMMARY In the report comparison analysis of two brands is analysed with the help of marketing mix tool. To know the basic comparison of Apple iWatch series 6 and Fitbit versa 2. With the help of marketing mix comparison of its product, price, place (target market, distribution channel), promotion strategies is analysed. By this report it inferred that both have different strategies and are well settled but Apple have high market share and growth in comparison to Fitbit.
TABLE OF CONTENTS INTRODUCTION...........................................................................................................................4 MAIN BODY...................................................................................................................................5 Target Market...................................................................................................................................5 Marketing mix:.................................................................................................................................5 Product.........................................................................................................................................5 Price............................................................................................................................................6 Place.............................................................................................................................................6 Promotion.....................................................................................................................................7 CONCLUSION................................................................................................................................8 REFERENCES................................................................................................................................9
INTRODUCTION Comparative analysis means compare the two products, brands to know the basic difference. Marketing mix refers to thefactors of combinationthatare control to influence customers by the company to buy their products, these factors are-promotion, price, product, place (Luenendonk. 2020). In this report comparative analysis is done with the help of marketing mix of two brand-Fitbit versa 2 and Apple iwatch series 6.Apple is founded by Steve Jobs in 1976 in America. Its headquarters I Cupertino, California and U.S (Rawlinson. 2017). Apple iwatch market size in a million US dollars is 74 and its market share leads the wearable gadgets by 51 % in the global market.Fitbit is an American electronics consumer company was founded in 2007 by James Park. Its headquarters are in San Francisco and California. Market share Fitbit is around 31.7 % in the global market. Market size of the Fitbit was values USD 30.41 billion. MAIN BODY Target Market Target market for Apple watch series 6 are well-informed consumer who like to use high technology watch with a high, medium or medium-high income level who use innovative products and for them elegant, beautiful and trendy is also an important factor. Most of the customers are from the loyal customers of the brand(Al-Omari, and et.al. 2018).Mostly fitness and sports person are the target markets the Apple iwatch series 6. Fitbit's target market is where the individuals who are 30+ who need to motivation to be active and those who are overweight and those who already active and monitor their performance Fitbit also target kids because kids nowadays are not so active and parents want to monitor their activity can be analysed it easily with the help of Fitbit.
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Marketing mix: Place Appleis a multinational brand and its watches are available easily in different countries. In early days Apple watches are only sold online through its website.Customer can reach to the product easily as it has well built distribution channel.Later the Apple launch its watch in the market, it is available on theretail stores of the company and on some luxury outlets where brand tied up with them (Datta, Ailawadi and Van Heerde. 2017). Since 2015 watches are available at the company outlets and by announcing best buy to selling the watches through retail shops. Fitbit sells its product by two marketing channels.It directly sells to the customers by online selling and by selling to the wholesalers and then wholesalers sold to retailers of the country. It uses marketing intensive strategies where company sells its product to the possible retailers, to ensure easy reach of the products to the customers. For effective online selling operations, company did partnership with many delivery agents to do product deliveries on time. It also follows Omni channel distribution which helps in easy access of the product to the customers through online and offline stores. It has build network with various suppliers for the raw material required for the production. For the regular innovation, producing new and attractive features of the product company work close with their suppliers. Product Both companies have similar products with differentfeatures. Apple watch series 6 has different features from the Fitbit versa 2 such as oxygen level of the body is measured, ECG app, monitor sleep times, tracking workout metrics, music and broadcasts, share activity rings, invite friends for competition for seven days activity challenge, having 100% recycled aluminium, seamless straps, have and attend phones and send messages even don't have phones the wallets are also shared Siri can be used. Availability of customization in the form of wristbands for enhances the style statements(Hanssens and et.al. 2018). Its ability to perform many activities wirelessly makes it the best gadgets to use. Fitbit have some low features compare to Apple. Fitbit versa 2 have Amazon alexa built in, guided breathing sessions, music experience, on screen workouts, sleep scores, goal based experience modes, essential apps, reminder to moves, find my phone app, real time pace and distance, notifications and quick replies, water resistant to 50 M, multi day battery, cardio fitness score, Fitbit pay, accessories and clock faces, Fitbit app,always show heart rate 24*7 and always
have display on the screen,larger display area, automatic activity and sleep tracking, comfortable fit, mensuration health tracking, premium finish, wireless syncing. Apple watch series 6 came in 8 different colours-titanium, silver, gold, graphite, space grey, blue, space black and product red. While Fitbit have 7 different colours — Emerald/ copper rose, black /Carbon, stone/ mist grey aluminium, petal/ copper rose, navy and pink, Bordeaux/copper rose and smoke woken/mist grey. Promotion Being a well-known brand Apple spend quite good on its promotion. For I watch company it gave more importance on special features fir health and fitness with the help of various ad campaigns.Company do ad campaign by doing advertisement through print and electronic media by magazines and TV. Apple watch advertisement is done in vogue magazine on the spread on 12 pages (Mahmoud and et.al. 2017). Company also puts several hoarding to increase its brand visibility.Its most famous advertisements like Macintosh commercial iconic Apple is considered best for all time as the best super bowl commercial. Different advertisement is set for different age groups for example for theyounger audiences through television of displaying games on the iwatch. Whereas for the older audience (50+) advertise for their age group by the print media or by the radio commercials describing the features of the watch. With the increase of the digital world, digital advertising is also done throughsocial networking platforms such asYouTube, Face book and Twitter. Fitbituses several media to promote Fitbit versa6. It did advertisement through radio and television which helps in large reach and available to persuade large number of customers (Maro’ah, Firmansyahand Roosmawarni. 2018). With the regular uses of internet, online and social media advertising is useful as it is cheaper and beneficial.Fitbit gave regular update information to the customers through its social media platforms. Customers know all the necessity information through the advertisement done by the company through Face book, Twitter and YouTube. With the trade exhibitions and events it also did various sales promotion of the company.It also does personal selling by increasing its availability in retail stores by large sales force. With the percentage of sales method it helps company to know its promotion budget for the next year. For the promotional activities it uses its 360 degree approach.Ituses is social media platforms for the interaction with the customers.
With the regular engagement and interaction, company understand the customers need and demand.Fitbit also maintain its websites which gives detail information of the company and its products and also give information related to its sales and ongoing campaigns. Company also has its loyalty card program which consists of points which redeem in exchange for products and exciting gifts. Price It is difficult to analysis the price of the product due to the continuous pressure of degree of competition, cost relationship and pressure of the demand. Apple uses its clear strategy basedon capabilities, product demand and advantages that allow selling its product with high margin in compare to those of its competitors.Apple adopted premium pricing policies for the watch. Prices of the Apple are higher in comparison to the competitors but it has trust on its loyal customersand have confidence on the quality and status symbol of the product(Marwede. 2017). Customers buy the Apple watch because of high quality and have advanced technology. Fitbit uses premium pricing for its products; Fitbit prices are lower in comparison with apple watches. It uses product bundle pricing, where products are sold at low prices by bundling together in comparision to the price of individual product. Fitbit also follows optional product pricing strategies, where the price is charged for the base product and additional charges are taken for additional accessories which came along with it (Hanssens and et.al. 2018). For online selling it charges additional cost for the delivery of the product.Fitbit fix its prices for the product then retailers and wholesalers sell the product by adding their own margins. CONCLUSION From the report it concludes that Apple and Fitbit both are using the best strategies in their context. Apple iwatch series have additional features in comparison to the Fitbit versa 2. both company is using different pricing strategies for their product, Apple focuses on high income level consumers who like to use luxury products and loyal customers, those who never compromise on the quality of the products. Whereas Fitbit focuses on the health conscious customers and the parents who are worried about their child health. Both companies uses mostly same promotional activities through TV, radio and print media like magazines and through online by social media platforms and ad campaigns.
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REFERENCES Journals and Books Al-Omari, Z.S., and et.al., 2018. The impact of marketing mix elements on forming mental images about Islamic banks in Jordan: An Empirical Study.OFFICIAL.12. p.54. Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?.Journal of Marketing.81(3). pp.1-20. Hanssens, D.M and et.al., 2018. Consumer attitude metrics for guiding marketing mix decisions. InLONG-TERM IMPACT OF MARKETING: A Compendium.(pp. 557-600). Mahmoud, T.O.,and et.al., 2017. The influence of green marketing mix on purchase intention: The mediation role of environmental knowledge.International Journal of Scientific & Engineering Research.8(9). pp.1040-1048. Maro’ah, S., Firmansyah, M.A. and Roosmawarni, A., 2018. Marketing Framework of Small and Medium Enterprises (Smes) Based on Marketing Mix of Syariah.International Journal of Management and Economics Invention.4(09). pp.1924-1928. Marwede, M., 2017.Product development for distant target groups: an experimental study for the silver market. Springer. Online references Luenendonk, M., 2020.Understanding the Marketing Mix Concept– 4Ps. [Online]. Available through<https://www.cleverism.com/understanding-marketing-mix-concept-4ps/>. [Accessed on 12 April 2021] Rawlinson,N.,2017.HistoryofApple.[Online].Availablethrough <https://www.macworld.co.uk/feature/history-of-apple-steve-jobs-mac-3606104/>. [Accessed on 8 April,2021]