Marketing Mix Analysis

This report analyzes the marketing mix strategies of Apple Watch Series 4 and Fitbit 2, two popular wearable devices. It examines the product features, pricing strategies, distribution channels, and promotional activities of both companies. The report also explores the target market segments and customer profiles for each product, providing insights into their respective marketing approaches.

MARKETING MIX

EXECUTIVE SUMURAY
Marketing mix is a tool of marketing strategy which helps the company in achieving its
goals and objectives by focusing on various different elements such as price, product, place and
promotions. From this report, it has been identified that there are various factors that affects the
marketing strategies of Apple and Fitbit products specifically Apple watch series 4 and Fitbit 2.
From the file, it has been analysed that the pricing strategy or both the mentioned companies are
different. Apple watch series 4 and Fitbit 2 are made for fulfilling the same needs of the
customers. However, there strategies for targeting the customers is very much different.

Table of Contents
EXECUTIVE SUMURAY..............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
.........................................................................................................................................................9

INTRODUCTION
Marketing is one of the most complex division of a company. The respective division is
associated with buying and selling of products and services along with promotion, advertising,
etc. (Huang and Sarigöllü, 2014) This report will discuss about tools that are used by companies
to pursue their objectives for example Marketing mix of Apple watch series 4 and Fitbit 2. Apple
Inc. is a multinational technology company which designs, develops and sell electronics items.
Similarly, Fitbit Inc. is an American organisation which deals in products like activity trackers,
wireless wearable technology, etc.
MAIN BODY
Marketing Mix- It is a marketing tool which helps in achieving the goals and objectives
of the company (Kim and Hyun, 2011). In simple term it can be said that marketing mix is the
set of several tactics which is utilise by the business for promoting as well as selling its goods
and services in the market area. Moreover, these tactics range from the development of product,
deciding their prices and places where it has to be sold, for finalising its communication and
promotional strategies. Hence, it studies four different factors which are product, price, place and
promotion. These are discussed below:
Marketing Mix of Apple Watch 4 Series and Fitbit 2:
Marketing Mix Apple watch series 4 Fitbit 2
I
llustration 1: 4 P's of Marketing Mix
Sources: 4 P's of Marketing Mix, 2016

Product Apple watch series 4 is one of the
famous watch series of the company
with the largest watch display of Apple
watch range till now. Additionally,
there are other features of the product
such as heart sensor which helps in
tracking low and high heart rate of the
customers. Also, it has a fall detection
which helps the customers contact
emergency SOS. There are other
activity features as well such as
cadence and pace alerts for runners,
hiking trackers and yoga workouts.
Addition to this, Apple watch series 4
contains a walkie talkie feature, phone
calls, messages and apple music
characteristics.
Fitbit 2 is a well known product of
Fitbit Inc. company. The respective
product of Fitbit has very unique
features. It is consist of
interchangeable Accessory Bands
available in different colour
combinations which are sold
separately. Addition to this, Fitbit 2
has a large OLED Screen which
flashes many of the features of the
respective product such as heart rate
by the name of PurePulse, multi sport
tracking which is connected with the
GPD, hence helps in providing most
accurate data. Also, Fitbit 2 has other
features such as Card8io Fitness
Level, call, text and Calender Alerts
and Guided breathing sessions.
Price Price is the actual amount which is paid
by the customers for the respective
product. Most important is that it is the
result of several factor which include
profit of the business, subsidies,
discounts, supply-demand as well as
cost of other three P's of market mix.
Apple adapts premium pricing strategy
which means that the price range of the
products are usually high along with
high quality of products and services.
Such pricing strategy shows quality of
their offering as well as luxury. The
The price range of Fitbit 2 is very
competitive. The motto of the
company is to offer low price and
best value. On the basis of these
kind of strategies, organisation can
easily attain higher competitive
advantage from target market. These
activities assist in building direct
relation with target customers
(Leonidou, C.N., Katsikeas and
Morgan, 2013). Hence, the price
range of Fitbit 2 in European
countries is €159 to €189 which is

price range Apple watch series 4 in
European countries are of €439 to
€469. In simple term it can be said that
price of respective organisation
offering shows its luxury in the market
area.
comparatively low than other big
brands. The pricing strategy of
organisation assist them in expanding
business in different countries by
targeting each segment of market.
These planning practices of firm aid
them in building direct interacting
with each group of people because
low budget customers can also afford
its prices easily.
Place Apple sells its watch series across all
the parts of the country including US,
UK, European countries and other part
of the world. Place mix is much
important for the company because
business should be clear about their
target market area as well as how they
have to reach that same place (Mintz
and Currim, 2013). Additionally, the
respective company also sells it watch
range on its official website which
helps in delivering services to the
customers across the whole country.
Hence, Apple is targeting all over the
world and they get succeed in this
because of their brand image as well as
value in market area.
Fitbit sell its Fitbit 2 range in many
parts of the world including Asian
countries, European countries and all
across the globe. Also, the products
are accessible through the respective
companies official website. Apart
from this, organisation works with
strategic planning practices that assist
them in expanding their business in
different countries. In this process,
online dealing helps them in selling
different products of firm to
international customers. Furthermore,
they also make proper concentration
towards to expansion of physical
store for which they analyse target
customers who are required for their
services.
Promotion Apple adapts different methods of
promotions such as google digital
Fitbit conducts various promotional
activities in order to sell Fitbit 2

advertising and news website ads.
Additionally, the respective company
practice personal selling method
through Apple Stores. There are
various other methods that the
company adapts to promoted its
products and services such as Apple
events w, discount prices, press
releases, etc.
range. The respective organisation
offers many discount offers to attract
more customers. Addition to this,
Fitbit also provides various coupons
which helps in accessing the product
at low price range for the consumers.
Fitbit also practice other promotion
tools such as press release,
advertisement, etc.
Target Apple is targeting on the professionals
and managers working in different
companies. Additionally, the main
focus of the respective company is on
high earning customers and individuals
who are involved in physical fitness as
Apple sells prime range of watches.
The age group of the targeted
customers is mainly 20-45 years
customers. The product is most suitable
for both males and females. Also, the
life cycle of the targeted customers is
expected to be Bachelor Stage, Newly
Married couples, Full Next 1, Full Nest
2. The behaviour of the targeted
customers is Hard core loyal and
Switchers, recreation, self expression,
etc. Also, the customers are expected to
be focused towards maintaining their
health. Hence, should be determined.
Fitbit focuses on the customers
which are involved in healthy living
and have work out routines in their
lifestyle. Addition to this, it focuses
in customers with moderate budget
which provides a huge market for the
company. The targeted customer are
expected to have a lifestyle of
explorers which reflects that the
customers should be of an age group
between 20- 35 age group. Addition
to this, the targeted customers are
from the middle class and upper class
background background. The user
status is expected as users as well as
non users customers. In addition to
this, the behaviour of the end users
are loyal towards the brands.
However, the switchers from the
other brands are also welcome. Fitbit
2 is launched by keeping in mind the
requirements of both males and

females. Hence, it is suitable for
usage of both type of customers.
CONCLUSION
From the above discussion, it can be concluded that marketing plays a major role in
increasing the number of sales for the respective company. In this procedure marketing manger
of an organisation provides their effective contribution in order to analysing the requirement and
needs of target market. On the basis of these kind of activities an organisation can easily produce
required products for providing satisfaction to target users. All these aspects of organisation are
based on marketing activities that assist in maximising business sale as well as growth. Each and
every organisation having their own marketing strategy that assist in denoting their own
objective on the basis of these elements.

REFERENCES
Books and Journals
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Kim, J.H. and Hyun, Y.J., 2011. A model to investigate the influence of marketing-mix efforts
and corporate image on brand equity in the IT software sector. Industrial marketing
management. 40(3). pp.424-438.
Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. “Greening” the marketing mix: do
firms do it and does it pay off?. Journal of the Academy of Marketing Science. 41(2).
pp.151-170.
Mintz, O. and Currim, I.S., 2013. What drives managerial use of marketing and financial metrics
and does metric use affect performance of marketing-mix activities?. Journal of
Marketing. 77(2). pp.17-40.
Pomering, A., Noble, G. and Johnson, L.W., 2011. Conceptualising a contemporary marketing
mix for sustainable tourism. Journal of Sustainable Tourism. 19(8). pp.953-969.
Chikweche, T. and Fletcher, R., 2012. Revisiting the marketing mix at the bottom of pyramid
(BOP): from theoretical considerations to practical realities. Journal of Consumer
Marketing. 29(7). pp.507-520.
Online
Apple Inc.’s Marketing Mix or 4Ps (An Analysis), 2018. [Online]. Available
through:<http://panmore.com/apple-inc-marketing-mix-4ps>.