Effective Marketing Mix of Apple and Fit Bit Versa Watches
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Added on  2023/06/16
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This report analyzes the marketing mix of Apple and Fit Bit Versa watches, including product, price, place, and promotion. It also identifies the target market and marketing strategies of both brands.
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Principal of marketing.
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Analysing the effectiveness of two watch brands........................................................................3 REFERENCES................................................................................................................................7
Executive summary: The aim of the report was to identify the effective marketing mix of both the apple and fit bit versa watches that is newly launched by both the brands. Moreover, the report had analysed through secondary sources different ways through which the product, target, market, place and promotion of both the brand vary to the large scale. Also, the report had shown the weak and strong points of both the brands through the marketing mix that had been explained in detail.
INTRODUCTION Principles of marketing allows the firm to move the right direction and also helps in developing any changes in the current market strategy of the firm. The present report will identify the techniques that are adopted by the apple and fit bit to gain the competitive advantage in specific time frame. Also, marketing mix in relation to each brand will also be analysed in detail through applying Levitt,s model andAaker brand personality framework. MAIN BODY. Analysing the effectiveness of two watch brands. Apple watch series 6is introduced by the apple for all those people who are fitness freak and are concern about the health in the current fast changing environment where people are more heath conscious. On other hand thefit bit versa 2is the premium brand that is launched by the fit bit, Inc. to serve and assist the users better than the competitors through best features. The detailed marketing mix of both the brands is described as follows: Target market: For the apple users it is known that most of the target market consists of the age group 25-44that is mostly the youth comprising major population of any region or country. Also, it is seen that the buyers of the watch are mostly the men and less proportion of women (Al-Omari, Aljawarneh, Davut and Salah, 2018).Moreover, all the watches are made for the highly educated business class people that have high social status in the society so that brand image can be maintained for the longer duration. Further, it is seen that most of the buyers of apple are falling into higher income group people that wish to live luxurious life with all the amenities. In regard to the Fit bit versa 2, the target individual is30+that are mostly inactive people that are not concern about the health and need motivation to get in shape. Also, it targets the athletic individuals that need to track the data.Moreover, the fit brand is made for all those middle class individuals including both male and females that are concern about the health. Further, even less educated peoples could easily use these types of watches through gathering little information. Product brand: By applying the Levitt,s model of brand for the Apple watch series 6it can be said the main purpose the brand offers are the product itself that is the core benefits to its users. Other
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than this the next is the expected product that the apple serves through this watch through adding basic feature like showing time, date etc (Wichmann, Uppal, Sharma and Dekimpe, 2021). In the third level it is seen that it can access without I phone, blood oxygen reader etc. are unexpected features that are not usually known to the users. Also, it comes with smaller square format that its quite attractive and unique. Moreover, using the Aaker’s brand personality framework it can be said that the apple watch follows under the category ofbrand competenceas it is already established in the market. Also, they portray to consumers that the apple is reliable brand and thus all the products offer will be intelligent and efficient in its features and also would be trustworthy. Thus, the firm had developed the relationship with its customers at functional level. With regard to thefitbit versa 2,Levitt modelthe core benefitsthat this watch offers it that is long battery life, customizing watch faces, water resistant etc. for which people are attracted towards it and wish to purchase it (Thwala and Slabbert, 2018). Also, in the expected stage it is known that watch would be comfortable, lightweight, especially for android users etc. Next in this are additional features like monitoring the sleep and music playback. In the last it can be said that it is different from the other brands that have less battery life and serves only basic features. Further, while using the Aaker brand personality it can be said that it falls under thesincerity groupthat hold the brand value of being honest about all it products and features. Also, it has set clear policies and regulations so that better customer relationships could be established in the future. Price: The pricing technique that is used by theapplewatch series 6 is the onproduct differentiationso that it could make all it products unique from the competitors so that its substitutes are not made available in the market. Also, the prices are kept little higher than the usual market price so that brand image could be maintained. On the other hand, it can be seen thatfit-bitfollows thedemand based pricing strategyas it new in the market even though it is penetrating into the markets very quickly (Muhammedrisaevna , Bakhriddinovna and Rasulovna, 2021). Below is the pricing technique that is used by both the brands so that better overview could be gathered. AppleFit bit versa The one that will be followed by the firm would bepremium pricingtechnique that This brand will use thepenetration pricing so that it would help to develop the market
will allow the firm to maintain its brand value shareagainstthewell-established competitors. Thisstrategywillhelpthefirmtoearn higher profit margins than the initial costs of the product. In this case the brand will able to earn a good amount from the sales of the product at initial stagesandattractlargenumberofnew customers. Prices of this brand do not drop below the set specificpriceasitmayharmthebrand image in the market Prices in this brand can be changed according tothedemandlevelandthusgiveand opportunitytothefirmtogeneratemore revenues. Place: In case of the apple brand product most of its products are sold throughoffline physical stores and also sold at selective market placeswhere the growth is expected to be high. Further, it sells most of it goods to retail outlets to reach the final consumers and adopts indirect marketing channels. Further, there is limited market share thus the brand deliberately distributes to limited audience (Chaffey and et.al., 2020). The basic values that the firm holds today in this era is creativity, simplicity and humanity that allows people to experience new things that are introduced with the brand. Through purchasing the apple product online the customers would be able to get in discounts. Also, all the apple outlets located in various regions extraordinary unique that give to provide the best customer experience to every visitor. In context of the fit but it is seen that all the products are directlysold through its websitewhere the customer can directly go the quoted firm website and avail various products. Also, it has online retailers such as amazon. com that also helps in selling the brand-new products at the original quoted price of the retailer (What are the principles of marketing,2021) Furthermore, it sells its products as physical stores such as Walmart and best buy stores for easily availability. Also, the firm is continuously involved in selling it products through more of physical store so that more people are aware of the brand and are ready to purchase the products that are made available nearer to their location. Moreover, they hold the brand values to transform the lives of people through ensuring that people live healthier and active life so that fitness goals could be achieved.
Promotion: Applewatch series 6 is the brand had been using is thecelebrity endorsements through social media and print advertisingso that people would be able to connect with the brand more efficiently. Also, it uses unique combination of black and white colour for its brand logo that helps to distinguish with other brands that are present in the market. Further, it is seen that that apple adopts a marketing strategy where all of its products are promoted extensively before its launch so that people are more curious about the new features that brand will launch through existing watches (Karambut, 2021).The brand is symbol of luxury in the market and thus due to its premium price there are less sales offers and discounts on its products and thus positioning is done in the market through developing new variants of the products that are already exists in the market. Through additional feature and unique designs. Fit biton the other hand usesextensive marketing strategieswhere products are promoted through sales promotion, advertising, personal selling etc. Also, online retailing is the most common method that the brand uses over the years while various social media channels help to promote and solve customer queries regarding any product purchased or wishes to buy (Sriram and et.al., 2019).Various discounts coupons also help the firm to attract number of potential customers. Also, most of the target audience of the fit bit falls under the socially conscious people that can easily afford the products form the company. CONCLUSION. From the above report it can be concluded that marketing plays an important role in selling the new products in the market in efficient and effective manner. Also, the report had differentiated between Apple watch series 6 and fit bit versa 2 that are the newly launched by both the brands. Further, the study had closely identified the product, price, place and promotion mix that are the success factors for both the brands. Lastly, the marketing strategies of both the brands will also be identified in detail.
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REFERENCES Books and journals. Al-Omari, Z. S., Aljawarneh, N., Davut, S. and Salah, A., 2018. The impact of marketing mix elementsonformingmentalimagesaboutIslamicbanksinJordan:AnEmpirical Study.OFFICIAL. 12. p.54. Wichmann, J. R., Uppal, A., Sharma, A. and Dekimpe, M. G., 2021. A global perspective on the marketing mix across time and space.International Journal of Research in Marketing. Thwala,K.C.andSlabbert,E.,2018.Theeffectivenessofthemarketingmixfor guesthouses.African Journal of Hospitality, Tourism, and Leisure. 7(20). pp.1-15. Muhammedrisaevna, T. M., Bakhriddinovna, A. N. and Rasulovna, K. N., 2021, March. Use of digital technologies in marketing. InE-Conference Globe(pp. 281-284). Karambut, F., 2021. The effect of marketing mix perception on the intention of online merchant financing.Journal of Small Business Strategy. 31(3). pp.19-32. Chaffey, D. and et.al., 2020.Marketing digital(No. hal-02927026). Sriram, K. V. and et.al., 2019. Does e-marketing mix influence brand loyalty and popularity of e- commerce websites?.ABAC Journal. 39(2). Online Whataretheprinciplesofmarketing.2021.[Online].Available through:<https://cpdonline.co.uk/knowledge-base/business/principles-of-marketing/ #:~:text=The%204%20basic%20marketing%20principles,%2C%20price%2C%20place %20and%20promotion.>