Marketing Mix Analysis: Apple's Series 4 vs Fitbit2 Watches

This report provides an analysis and application of 4 elements of marketing mix to know the effectiveness of 4p's with comparison between two brands. Methods of analysis include secondary data which helped in getting the successful implementation of 4p's of both brands. Here comparison between Apple's series4 and Fitbit2 watches are discussed to find their strategies and measures are suggested to improve them.

Marketing mix

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................1
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
Comparison of target market.......................................................................................................1
Product........................................................................................................................................2
Price............................................................................................................................................3
Place............................................................................................................................................4
Promotion....................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

EXECUTIVE SUMMARY
This report provides an analysis and application of 4 elements of marketing mix to know
the effectiveness of 4p's with comparison between two brands. Methods of analysis include
secondary data which helped in getting the successful implementation of 4p's of both brands.
Here comparison between Apple's series4 and Fitbit2 watches are discussed to find their
strategies and measures are suggested to improve them.
INTRODUCTION
Marketing mix is typically a combination of product, price, place, promotion of goods
and services. It is the process considered designing and integrating of marketing elements to
ensure the achievement of business objectives (Definition of Marketing Mix, 2020). It helps in
development of new product, increasing product portfolio, differentiation and more.
Apple is an multinational technology company of America developed in 1976. Apple's
watch series 4 was launched in Sep. 2018 with exclusive features that beats the market with
increasing 20 % of sales growth. Essential features of it are considered as- 50 meter water
resistant rating, GPS+cellular, ios 12 etc.
Fit-bit is America based consumers electronics and fitness company founded in 2007
Fitbit2 watch is most preferred fitness tracking watch with extra feature of cardio fitness score.
Sales growth rate of it is 19 % with having popularity among fitness freaks.
FINDINGS
Comparison of target market
Basis of comparison Apple watch series4 Fitbit2 watch
Geographic In distribution of target market
as per basis of geographical
area Apple focuses on the
urban areas of United States as
well as foreign countries.
On the contrast fit-bit tagetes
second cities or suburban and
metropolitan areas of larger
cities of US or internationally.
Behavioural According to behavioural
segment in terms of benefit
While, fit-bit targets those
individuals who not only seek
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sought target of Apple is based
on customers who are already
comes under company's
customer base and are stick on
a particular brands and wants
loyal and trustworthy brands
(Definition of Marketing Mix,
2020).
a healthy lifestyle but also
fashionable and trendy items.
The specific target group of
Fit-bit are people who bored
with old looks of fitness
tracking wearables.
Demographic As per demographic basis of
target market the company
Apple for watch series4
focuses on both male and
female between the age of 20-
45 as per gender
categorisation, high earners in
terms of income level and
professionals & managers with
respect to occupation.
On the other hand as compare
to Apple, Fit-bit focuses on
females between age of 25-44
with mid-upper level of
income, college graduates and
management and professional
employers who are interested
and experienced new
technology, fashion, trends and
athletic lifestyles (Wu and Li,
2018).
Psychographic In psychographic basis Apple
targeting those individuals
belongs from upper class who
are living aspiring & exploring
lifestyles.
While Fit-bit focuses on the
middle and upper class people
looking for latest technology,
travel, night entertainment of
late night and athletic
lifestyles.
Product
Comparison between Apple's series 4 watch and Fitbit2 watch
Basis of comparison Apple's series 4 watch Fitbit2 watch
Brand name Apple is most valued and
trustworthy global brand but
On the other hand as compared
to apple's series4 watches fit-
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having 73% popularity in
terms of series4 watches
(Pogorelova and et. al., 2016).
bit is most preferred brand in
terms of watches with 77% of
preference by customers.
Features The apple4 watches are fitness
tracking and waterproof with
GPS apart from smartphones
and electrocardiogram which
can read electric activity and
rhythm of heart. These are the
essential features of it.
While, as constance Fitbit2
watch can only connect with
phones GPS. Light weight,
bright screen, long battery are
special features of it.
Design Apple in its series4 watch
product used curved design for
dial. This model is comes with
silicone straps. It is very
simple and light weight item.
On the other hand Fitbit2
watch has flat dial. It comes
with sport, leather & stainless
steel straps. This looks classy
and trendy (Festa and et. al.,
2016).
Quality Apple4 watch is high quality
product which gives durability
and reliability with exclusive
prices.
While Fitbit2 comes in high
quality and durability with
lesser prices as compared to
apple4 watches.
Preferences Apple's serice4 watch is
mostly used by its customer
base who only stick to a
specific brand.
On the other hand Fitbit2 versa
if preferred most due to its
nominal prices and attractive
designs over apple 4 watch.
Price
Apple series4 Fit-bit2
iwatch is one of the most functional and
convenient device of Apple. This is
developed for the convenience of customer
On the other hand Fit-bit uses hybrid pricing
strategy to gain maximum value for its goods. For
fitbit2 watches company uses psychological
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market of it. The pricing policy adopted for
apple's 4series watch is premium pricing
strategy. Company have a great brand image
with extensive customer base. Thus, apple
uses premium prices for its high quality of
product for its target customers. Premium or
exclusive pricing strategy helps in achieving
highest profits of the company (Kucuk,
2017).
pricing policy to attract customers more n more.
For instance 59.95 to 249.95 euros. This
psychological strategy of pricing attracts the
customers and increases the sale and revenues of
the organisation.
Apple also focuses on differentiation
pricing strategy for its product of iwatch.
Apple uses different prices for different
areas. Apple has a larger customer base and
are always ready to pay more than the
average pay for maintaining their class and
standards. This helps in maximising the
profits and revenues of firm.
While fit-bit focuses on bundle pricing in its
pricing element of marketing mix. This strategy is
used during the sale of a product for increase the
trial rate for users. This helps in controlling the
costs and prices of company though minimising
marketing and distributions expenses of its
products and goods. This strategy also helps the
firm in getting higher returns on cost of attaining a
new customer.
Place
Apple series 4 watch Fitbit2 versa watch
It focuses on adopting a effective strategy to
position its product everywhere as much
possible in order to close it to its target
customers. Apple stores are the preferred place
for company to communicate the committed
designs and distinction of its watches. Apple
series4 watches are available at Apple stores as
well as at online sites with home delivery
services. This provision of online buying and
delivering of apple products shows the
On the other hand Fit-bit don't have their own
sales stores for interact with customers directly
as compared to Apple. Customer can get fitbit2
versa watches only through company's own
websites or from several shops selling
products. Company uses partner agents from
other countries for placing its products. These
partner agents identify the reliability of product
in particular country (Hwang and Thomadsen,
R., 2016). Fit-bit develop websites for tracking
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effectiveness in the distribution function of
firm. Company has its retailers in different
areas of the country or internationally which
leads to successful place or distribution
strategy. Apple ensures to communicate and
deliver products through authorised sellers
such as- wall-mart, Amazon.com etc.
and tracing of online orders, encourage sales
via social media platforms where company can
firm gets order through direct messages. This is
an effective way of promoting and distributing
items without owning risk of physical stores. It
helps in reducing expenses of company. E-
commerce is the best way to convey message
to end users and satisfy the needs of consumers
through delivery of high quality goods and
products.
Promotion
Traditional method of promotion
Apple Fitbit
Advertisements is most used past promotion
method of Apple. Traditionally apple uses
commercial and print ads to communicate and
promote its products and services to its target
audience. Because advertisement is classical
and most used method for communicating and
delivering all informations about the item to its
customers every company's prime focus was
on advertisement. With enhancing the use of
information technology Apple using more
social media platform for marketing its
products. Company also uses conferences for
demonstrating its modified items to target
audience. Apple watch advertised in the vogue
magazine with focusing on brand styles &
body combinations. This stands for effective
On the other hand Fitbit uses conventional
marketing as a method of promotion from past.
Company gives advertisements in consumer
related magazines. Fitbit also uses hoardings
for high density locations. As an emotional
appeal company uses TV ads to demonstrate its
products to customers. This is an effective
promotional strategy of Fitbit. Company also
uses digital marketing via placing ads at social
media platforms this leads dynamic promotion
and marketing of goods and services. It also
uses loyalty card for customers which permit
users to redeem point in exchange of goods or
products or other existing gifts. These cards are
given as complementary on high valued
buying. This reward program is considered
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and purposeful promotion and marketing
strategies of the firm. Apple is traditionally
uses the malvertisements and press conferences
as a medium of communication with its
premium customers. The main focus of
company is on luxury products for premium
users.
under the promotional strategy Fitbit. Thus, all
these indicates successful promotion system of
company.
CONCLUSION
Above all discussion it is observed that Apple applied 4p's in effective manner for its
series4 watch company used product differentiation, premium pricing, print magazine
advertisement and online as well offline strategies in its marketing mix. While Fitbit applied
product quality, psychological pricing, print promotion and online stores and authorised sellers
with respect to 4p's of its marketing mix. company uses these strategies for increasing the
customer base and for maximising sales volume of firm. Apple uses above strategies due to its
premium customer base and extensive brand image which leads to profit maximisations. Fitbit is
more successful brand as per its application of 4p's as compared to Apple because it focuses on
high as well middle class unlike Apple only focuses on upper class.
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REFERENCES
Books and Journals
Festa, G. and et. al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the
4Es. Journal of Business Research. 69(5). pp.1550-1555.
Hwang, M. and Thomadsen, R., 2016. How point-of-sale marketing mix impacts national-brand
purchase shares. Management Science. 62(2). pp.571-590.
Kucuk, S.U., 2017. Marketing and Marketing Mix. In Visualizing Marketing (pp. 3-7). Palgrave
Macmillan, Cham.
Pogorelova, E. and et. al., 2016. Marketing Mix for E-commerce. International journal of
environmental & science education. 11(14). pp.6744-6759.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Online
Definition of Marketing Mix. 2020. [Onilne] Available through
<https://economictimes.indiatimes.com/definition/marketing-mix>/.
How to use the 7Ps Marketing Mix. 2020. [Onilne] Available through
<https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-
the-7ps-marketing-mix/>/.
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