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

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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