Marketing Mix: A Comparison of Apple Watch Series 4 and Fitbit 2

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Marketing Mix
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Executive summary
This report aims at addressing the different elements of the marketing mix. The report
covers the aspect of the 4Ps which include production element, price element, place or
distribution element and lastly promotion element. The report focuses on studying Apple watch
series 4 and Fitbit 2, exploring how both companies have employed the elements of marketing to
attract consumers to their brand. The report has applied secondary research by analyzing already
available data to estimate how marketing mix has been used by the two companies. As a result,
both companies have utilized a fair share of the marketing mix elements. However, Apple watch
series 4 has dominated the market due to their premium brands and additional features of their
smartwatch. The brand has attracted both high class and middle-class consumers due to the
production of entry-level watches and top end watches. However, the comparison cannot be
effectively established since the devices produced by the two companies are totally different.
Apple Inc. produces smartwatch while Fitbit focuses on tracker bands. The elements of the
marketing mix are important as they help brands position themselves in the already competitive
market. Upcoming brands need to first analyze the market in order to come up with an effective
marketing mix that will facilitate the success of the brand.

Student’s Last Name 3
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Comparison of target markets.....................................................................................................................4
Table 1: Comparison of shipment by volume..........................................................................................6
Product........................................................................................................................................................6
Price............................................................................................................................................................8
Place (distribution)......................................................................................................................................9
Promotion....................................................................................................................................................9
Conclusion...............................................................................................................................................10
Bibliography..............................................................................................................................................12
Appendices 1.............................................................................................................................................14
Appendices 2.............................................................................................................................................15

Student’s Last Name 4
Introduction
The fitbit2 watch is a waterproof device and can be used in track swimming. The tracker
can be worn in a pendant, wristband, and bangle. Apple series 4 is wearable smartwatch device.
It has been noted that the market for smart devices like fitbit2 and Apple has grown to 28.4
percent and basic wearable has declined by 9.2 percent apple has been on the leading pack with 4
million smartwatches shipped (IDC: The premier global market intelligence company, 2018).
This has raised the market share of apple to 16.1% putting the company ahead. Fitbit2, on the
other hand, has managed to ship 28.1% per year. The company has landed in the third place with
8.7% market share. The IDC which is the international data corporation estimated the last quarter
and the last year sales of wearable technology and the sales of the devices were up by 10.3%
over 2016 (IDC: The premier global market intelligence company, 2018). Among the top five
wearable firms are apple and fitbit2. Apple comes in the first position followed by fitbit2. This
report discusses the comparison between the marketing mix of apple series 4 and fitbit2.
Comparison of target markets
Fitbit2 and apple series target customers of both sexes, style, budget, and fitness
conscious and technological adept persons. The demographic factors are put into consideration
such as the age income and occupation (Fan, Lau, and Zhao, 2015, pp.30). Fitbit2 targets
teenagers and early forties adults. This is because the age distribution is more exposed to mobile
app technology compare to older people. Fitbit2 targets this age distribution bracket because it is
in pursuit of achieving fitness targets (Jackson and Ahuja, 2016, pp.180). Additionally, Fitbit2
targets average and above average income earners. Geographically, fitbit2 looks for individuals
who live in Australia and other individual living in rural, central and all types of terrain and