Marketing Mix: Apple Watch Series 6 and Fitbit Versa 2

This report discusses the marketing mix strategies for Apple Watch Series 6 and Fitbit Versa 2. It covers the target market, product elements, price elements, place elements, and promotion elements for each brand. The report highlights the effectiveness of the marketing mix in reaching and appealing to the target customers.

MARKETING MIX

EXECUTIVE SUMMARY
Marketing mix refers to combination of company’s product, place, price and promotion strategy
which when utilised effectively and efficiently will contribute towards growth and development
of company. Present report will brief on the same covering various aspects which determines
how an organisation function in competitive world and defines its position where it wishes to be.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
TARGET MARKET....................................................................................................................4
MARKETING MIX.........................................................................................................................5
PRODUCT ELEMENT...............................................................................................................5
PRICE ELEMENT......................................................................................................................5
PLACE ELEMET........................................................................................................................6
PROMOTION ELEMENT..........................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing mix refers to the set of actions, tactics that various companies use to promote its
products and services. The 4 P’s of company typically constitutes of marketing mix that are its
products, price, place and promotion. Apple is American MNC that develops, design and sell
consumer electronics, software and other things. Fit bit is an American consumer electronics and
fitness company which provides products such as smart watches and others. Report will brief on
effectiveness of marketing mix for given two brands and demonstrate target market for each of
company.
MAIN BODY
Two products are Apple watch series 6 and Fit bit versa 2 for which its target market and
marketing mix of 4 P’s is demonstrated below
TARGET MARKET
Target market refers to the group of customers within a business available market, where it
provides it products and services for which business always aims to target the same with its
marketing resources and efforts. It can also be referred as subset of the total market of products
and services of Apple and Fit bit as a company (Thao, Duong, 2019).
Target market for Apple watch series is for people of all ages where it mostly endeavours
to appeal audiences which are younger in ages where it provides wide range of unique features to
attract large customer base such as displaying of games available on iWatch series, whereas for
older audience who are more than 50+ they target the audience through advertisement which
reflect the simplicity of using iWatch series and for middle class age groups audiences company
targets by advertising its product by the means of its functionality, simplicity and compact nature
of the products. The company targets customers who are well driven with technology and are
medium, medium- high or high income level who highly appreciate innovation and for whom
technology is highly driven
Target market for fit bit versa is based psychographically. It target audiences who lack
motivation to be physically not active, who are highly overweight and those who are already fit
but wishes to encounter and monitor their accomplishments (Strobl, Bauer, Matzler, 2020). The
variable for their targeting is lifestyle as they monitor the activity of people which is in regards
with physical nature.it comprises of unhealthy and overweight individuals and technology users

who lack the motivation to participate in continuous activity of physical in nature.
Major target market for both the product of company is sportsperson and younger
generation who go for jobs and for colleges.
MARKETING MIX
PRODUCT ELEMENT
It states that Apple iWatch is highly technology driven which provides wide variety of
function to attract large customer base. It states the iWatch is highly user friendly for its
customer and easy to operate. It shape, design and packaging serves as crucial element which
attract large number of customer base. The product is being available in wide range of colours
which open the door of choosing from various alternatives to its customers (Išoraitė, 2016). The
product of company defines the status symbol and tell and speaks about the lifestyle of an
individual. It describes company brand value in positive manner where by its product it focuses
on delivering message of delivering company brand values which is technology driven & focuses
to account to continuous innovation which helps in building goodwill in marketplace and helps
in getting an edge over its competitors and derive competitive advantage from the same.
Product element of fit bit states that fit bit versa2 is highly differentiated with various
features offered to its target customers such as younger generation, sports enthusiast and others
which its competitors does not offer at price which Fit bit does where it also encounters to
uniqueness of its products in terms of various attractive colours, design, packaging it offers to its
customers (Thabit, Raewf, 2018). It is also perceived that product is of high quality as compared to
competitor where it sell products that are famous for its design that is traditional and also
practical for customer to use. It allows to sell product with lot of variety which allows it
customers to select product variety that best suits to them.
Both the brand perceive the personality as identifies according to Aaker’s brand
personality framework is of Sincerity and sophistication in its product element.
PRICE ELEMENT
It states that prices of Apple iWatch are relatively higher than that of its competitor as
company adopts of premium pricing strategy where it involves offering products such as apple
iWatch at premium prices where it set high end prices as company is coming up with continuous
innovation in its technology which is offered through its products and services. Apart from this

company also uses freemium pricing strategy where it includes free and premium pricing
combined into single strategy where its states that its watches are in certain cases are free but
customer pay more in order to access more, better and advanced features. Apple never lower the
prices of its watches as compared to its competitors as it has built image in minds of customer of
its products that are unique in nature in terms of design, features, technology for which its
customers are ready to pay prices which company charges (Vukasović, Sluga, 2020).
On the contrary pricing strategy adopted by Fit bit is competitive based as it believes if
they charge high prices it will leads to loss of customers. It also uses optional pricing strategy
where it offers prices for base product such as Fit bit Versa and separate price for accessories
that comes along with the product. It charges higher prices to for its watch to be sold on online
means as it includes delivery cost which is included in price of product.
PLACE ELEMET
It refers to place of distribution of Apple iWatch series6 all across globe. It involves
selection of appropriate venues or places through which company distribute its iWatch series in
marketplace. It includes company owned locations as well as third parties whereby company
allows and authorizes to distribute its product such as its watch series. The following places
where company sell its product is are apple store location, authorised dealers and sellers,
companies all online stores and there owned websites and also includes selling through
telecommunication companies. Apple store is subsidiary of Apple Inc. that operates physically
and sell products such as apple watch series. Customers are also available with the option of
purchasing apple iWatch from online or company websites where in certain condition it can be
available at prices lower than store prices as a result of discount, coupon, swipe available on
various debit and credit cards (Wu, Li, 2018).
In contrast Fit bit distribution channel includes two channels of making its product
available to end customers where it sell fit bit versa 2 to its customers through online website of
company. The second means is that it sell to its wholesalers who then connect and sell it to
different retailers all across globe who are located in different region who then finally attract a
sell it to target audiences. It includes intensive marketing strategy where it tries to includes its
products such as fit bit versa 2 to as many retailers as possible which ensures that people don’t
find it hard to purchase the product (Blut, Teller, Floh, 2018).

PROMOTION ELEMENT
It includes strategy adopted by Apple and Fit bit where company uses multiple channels to
promote its product to end customers. It refers to the mix that determines communication tactics
used by Apple to reach its target customers. Apple promotes its product in various ways which
includes advertisements, personal selling, maintaining public relation, sales promotion and
various other techniques (Datta Ailawadi, Van, 2017). The company has agreement with various
prominent websites to promote and advertise company products such as Apple iWatch. Company
uses personal selling where it store employees are highly trained which provide specific product
information which aims to convince its customers to purchase the product. It includes sales
promotion where it usually happens in apple stores and at locations of authorised resellers where
it offer discounted prices when it is being bundled with larger and more expensive items. Apple
uses public relation to reach to end customers where its events are organised in manner which
leaks with information of its product launch & are executed carefully to build positive image in
minds of customer
In contrast to same fit bit employs multiple channels to promote its watch where it
accounts to traditional approach, which includes advertising and promoting on television etc. as
it is highly beneficial in terms of reaching to huge number of customer base. It also uses means
such as social media platform where it focuses on platforms like Facebook, Instagram, You tube
and various other as it believes that there is huge traffic of customers where opportunity lies with
the company to promote its products such as Fit bit Versa 2 to convert customers who view them
into customers who purchases the same (Stead, Hastings, 2018). Company also goes for various
sales promotion techniques where its product takes part in various exhibition and trade events all
across the year.

CONCLUSION
From the above report it is being understood that there are various element of marketing mix
such as product, price, place and promotion which every company consider and monitor closely
in regards with getting edge over completion and winning in marketplace. It is understood that
this all things contribute towards customer satisfaction as when company offers product which is
unique, at price which is affordable, easily available and being promoted in manner that attracts
customer and build positive image of company.

REFERENCES
Books and journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A meta-
analysis. Journal of Retailing.94(2). pp.113-135.
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.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right.
In Social Marketing (pp. 29-43). Psychology Press.
Strobl, A., Bauer, F. and Matzler, K., 2020. The impact of industry-wide and target market environmental
hostility on entrepreneurial leadership in mergers and acquisitions. Journal of World
Business. 55(2). p.100931.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study. International
Journal of Social Sciences & Educational Studies,.4(4).
Thao, N.X. and Duong, T.T.T., 2019. Selecting target market by similar measures in interval intuitionistic
fuzzy set. Technological and Economic Development of Economy. 25(5)., pp.934-950.
Vukasović, T. and Sluga, A., 2020. New Marketing Mix Element for Marketing of Medical
Devices. Management. 20. p.22.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
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