Marketing Mix Analysis of Apple Watch Series 6 and Fitbit Versa 2

This report provides an in-depth analysis of the marketing mix of Apple Watch Series 6 and Fitbit Versa 2. It covers the comparison of target markets, product differentiation, pricing strategy, place, and promotion. The report also includes recommendations for both brands.

MG412 Principles of
Marketing
Coursework1

EXECUTIVE SUMMARY
Principles of marketing sassist facilitation of exchanges among purchasers and sellers for
mutual benefits. For the project, selected brand are Apple Watch Series 6 and Fitbit Versa 2.
Aim of the report is to conduct in-dept research for marketibg mix of both brands. Methods of
research used for collecting information are secondary along with observational methods.
The project highlight elements of marketing mix in aspect to both brands.

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

INTRODUCTION
When principles of marketing are applied effectively, they educates customers in the
manner they find products which they want, extract most of values and devise better choices.
Aim of present report is to carry out in-depth research about target markets of two brands
through market research databases. For the report, chosen brands are Apple Watch Series 6 and
Fitbit Versa 2. Apple Watch Series 6 is most premium offering of Apple watch series that
dominates with nearby 52.5 per cent worldwide market share of smartwatch (Apple Watch Series
6, 2021). The brand is selling an estimated 12.9 millions in the year 2021.
At same time, Fitbit Versa 2 is popular product of Fitbit which is market leader of
wearable devices with market share nearby to 40 per cent. It has sold around 10.6 million units in
2021 (Fitbit Versa 2, 2021).
The report highlights information about target market of the brands. It also covers
marketing mix that are product, price, place and promotion of the both brands.
FINDINGS
Comparison of target market
Group of individuals with shared demographics that are identified as most likely
purchasers of product or service of the enterprise is target market (Ang, 2021). In aspect to Apple
Watch Series 6 and Fitbit Versa 2, targeting a market is more affordable, effective addition to
efficient manner for reaching potential clients together with generating business. Comparison
among target market of Apple Watch Series 6 and Fitbit Versa 2 is below:
Apple Watch Series 6 Fitbit Versa 2
Target market of Apple Watch Series 6 is
based on demographic and behavioural
segmentation. Within demographic
segmentation, company targets customer aged
among 20 and 45 of both gender, newly
married couples that are high earners along
with afford to purchase latest versions of
gadgets (Apple Watch Series 6, 2021).
Marketers of Fitbit Versa 2 target market as
per geographic, demograhic and behavioural
segmentation. It aspect to behavioural
segmentation, the brand target customer are
ambitious, health conscious, softcore loyal,
potential along with regular users. On the basis
of psychopgraphic segmentation, target
customer for Fitbit Versa 2 are people
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Behavioural segmentaion of Apple reflects that
target customers of company are frequent
purchasers, loyal to brand, browse about
product of the company and highly interact
with the brand.
belonging to low, middle and upper social
class, aspirer and explorer. Demographic
segmentation of the brand reflects its target
customers as male and female between 18 to
44 years (White, 2018).
Product
Product is a system or object that is made available for usage and disposable by
consumers. Brands offer product for satisfying needs and desires of target customers. It is centre
of all business practices as without any product, no company can exist or achieve success.
Differentiation in products of brand such as Apple and Fitbit are as follows:
Apple Watch Series 6: Key is standard product of Apple that is sold to meet demand for
highly customisable good looking smartwatch to increase capabilities of smartphone. As per
Levitt’s brand framework, it is determined that packaging of Apple Watch Series 6 is made of
100 percent recycled as well as responsible wood fibre that adds uniformity in the product. It
comes in various colours including Blue, Silver, Titanium, Gold, Space Black, Space Grey and
hence forth. The brand function for offering healthy benefits in form of measuring blood oxygen
saturation, fast new processor, improves wrist down screen brightness and always-on altimeter
for elevation timer (Dul, Hauff and Tóth, 2021). For Apple Watch Series 6, managers are
portraying brand value approximate of $ 4.9 Billion. Likewise, Aaker brand personality analysis
displays personality of brand as liberty regained, competence for dreams and aspirations,
passion, simplicity and sincerity which makes it successful ion globe.
Fitbit Versa 2: It is great hybrid of smartwatch and fitness tracker offered by Fitbit.
Preposition the manner of Levitt’s brand model, Fitbit Versa 2 functions for contributing
emotional as well as functional benefits to user for maintaining fitness and health. It comes in
good looking white box that features an image of device on front cover. It is available in
different watch case colours that are Mist Grey, Copper Rose and Carbon.It is expected that a
new addition of Fitbit Versa 2 to arrive that is thinner than previous version, uses an AMOLED
display and 7 day battery life. It is portrayed that the product of Fitbit has brand worth of $ 2.1
Billion (Fitbit Versa 2, 2021). In addition, Aaker’s brand personality framework states that the
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brand follows personality of sincerity, sense of trust among customers, motivation and
excitement which results in successful results in terms of sales.
Price
It is described to a value which is put for the offering or product. Business managers set
prices by considering costs of production, market ability to pay, host of direct or indirect factors,
segment targeted and many more. In aspect to brands that are Apple Watch Series 6 and Fitbit
Versa 2, prices and pricing strategy are underneath:
Basis Apple Watch Series 6 Fitbit Versa 2
Market price At online websites, price of Apple
Watch Series 6 of size 38 mm is $
169, 42 mm is $ 199, 40 mm is $
379, and 45 mm is $ 420. At in-
stores of Apple, Apple Watch Series
6 is available for 38 mm at $ 199,
42 mm at $ 229,
40 mm at $ 429 and 45 mm is $
429.
At online sites, price of Fitbit
Versa 2 of carbon color $ 269.99,
copper rose color is $ 284.70 and
Mist Grey is $ 289.00. At in-
stores of Fitbit, Fitbit Versa 2 is
available at $ 329.95 for all color
(Fitbit Versa 2, 2021).
Pricing strategy Product differentiation pricing
strategy is used by Apple for Apple
Watch Series 6 through whicch
marketers emphasis on attractive
customer base. The brand is
successful at differentiation along
with create demand for products
(Viswanathan, 2018). It is combined
with brand loyalty that permits the
brand to have power over pricing. It
distinguish the product of company
from another organisational
products to gain sustainability in
Odd even pricing strategy is used
by Fitbit for Fitbit Versa 2 in
which prices are set in odd
number tha is slightly less that
rounded off even number. For
example, pricing the watch like
“$ 269.99 or $ 329.95” benefits
the company to encourage
customers to purchase without
thinking a they will see it as low
price. It makes customers feel
that they are getting products at
discounted price that makes them
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industry. more likely to purchase more.
Place
Place refers to any geographical location wherein an establishment sells its product along
with provide its services (Harwood and Murray, 2019) . Channel management is used by
marketers of brand to reach possible customer base. In relevance to Apple Watch Series 6 and
Fitbit Versa 2, information about place is as follows:
Apple Watch Series 6: At present, Apple pursues channel management strategy for
positioning its products in various places as possible. Apple stores are organisational direct sales
channel as well as conceived to communicate commitment of company for designing and
destinguishing. It is luxury brand whose distribution is deliberaterly limites as the brand locate
the product at strategic places of most cities or malls. At its stores, the company developed brand
value through delivering consumer focused solutions for decades.
Fitbit Versa 2: For Fitbit Versa 2, managers and matketing team of Fitbit has
implemented extensive channel management strategies through emphasising on dual distribution
tactics that are direct and indirect. The company stores stock of the product at retailers and e-
commerce websites (Laczniak and Murphy, 2019). The product is available for sale in more than
50 countries through over 50000 stores. It is also a luxury brand whose distribution centre are
limited. At its stores, the establishment build brand value by selling hybrid of fitness tracker
addition to smart watch at affordable prices.
Promotion
It is communication with particular goal of informing, persuading as well as
remembering target audience (Taylor, 2020). In context to Apple Watch Series 6, past
communication methods thatrt are used by marketers are commercial and print ads that focused
in the ways products are different from rivals. For building respective brand, marketers use social
media strategy wherein the product is promoted by using various social media platforms
including Twitter, Facebook, Instagram and YouTube. It is positioned as luxury brand in minds
of target people.
For Fitbit Versa 2, marketing department of Fitbit has adopted integrated marketing
strategies to promote the product through diverse strategies that are sales promotion, advertising
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and print media, own website and social media marketing. The brand has established strong
social media presence by using diverse hashtags, for example, #ad, #giftfromFitbit and hence
forth. Online retailing is key promotional practice of the enterprise as it attract customers as
websites that are Flipkart, Amazon and so on (Tamilia, Ferrell and Hopkins, 2020). It is
positioned as healthy brand as it emphasis on wellness along with health solutions to keep
population healthy as well as drive meaningful engagement.
CONCLUSION AND RECOMMENDATIONS
From the information, it is concluded that marketing principles are agreed on ideas that
are employed by companies for effective marketing strategy. Target customer group permits
businesses to emphasis on marketing and brand messages in particular market which is more
likely to make purchase decision about brand offerings. Place ensures that product is distributed
together with made conveniently available for consumer at right location and right time. It is
recommended to Fitbit Versa 2 to bring innovation for fighting rising competition. At same time,
it is recommended to Apple Watch Series 6 to take extensive channel management to reach huge
customer base.
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REFERENCES
Books and Journals:
Ang, L., 2021. Principles of integrated marketing communications. Cambridge University Press.
Dul, J., Hauff, S. and Tóth, Z., 2021. Necessary condition analysis in marketing research.
In Handbook of Research Methods for Marketing Management. Edward Elgar
Publishing.
Harwood, V. and Murray, N., 2019. A Critical Cultural Approach to Social Marketing?. In The
Promotion of Education (pp. 61-93). Palgrave Macmillan, Cham.
Laczniak, G. R. and Murphy, P. E., 2019. The role of normative marketing ethics. Journal of
Business Research, 95, pp.401-407.
Tamilia, R. D., Ferrell, O. C. and Hopkins, K., 2020. Conclusion: Marketing Education and the
Future. In Marketing Channels and Supply Chain Networks in North America (pp. 53-
61). Springer, Cham.
Taylor, R., 2020. Reframing Delivery of Principles of Marketing: Moving Bored Students to
Board Room Employer-Needed Kick-Ass Skilled Grads. Academy of Business Research
Journal, 2, pp.52-66.
Viswanathan, M., 2018. Envisioning Marketing Advances in an Era of Disruptions: A Bottom-up
Perspective from Subsistence Marketplaces. Handbook of Advances in Marketing in an
Era of Disruptions: Essays in Honour of Jagdish N. Sheth, p.25.
White, L. A., 2018. Social marketing in the Caribbean: Philosophy, programs, projects, and
pedagogy. Social Marketing Quarterly. 24(1). pp.35-44.
Online:
Apple Watch Series 6. 2021. [Online]. Available through: <https://www.apple.com/in/watch/>
Fitbit Versa 2. 2021. [Online]. Available through:
<https://www.fitbit.com/global/us/products/smartwatches/versa>
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