MARKETING PRINCIPLES 9 Running Head: 0 MARKETING PRINCIPLES 9 Running Head: MARKETING PRINCIPLES 9 Running Head: MARKETING PRINCIPLES 9 Running Head: MARKETING PRINCIPLES 9 Running Head: MARKETING PRI

The following discussion will cover the STP (segmentation, targeting, and positioning) and marketing mix of the Fitbit 2 and Apple watch series 4. Contents Executive summary 1 Introduction 3 STP analysis of the Apple watch series 4 and Fitbit2 3 Marketing mix 4 Conclusion 9 References 10 Appendixes 11 Introduction The organization like Apple and Fitbit are well-recognized brands. Apple target customer segment which includes the people who are happy to pay the extra regarding the technical services and products by the progressive capabilities, functions,

Running Head: MARKETING PRINCIPLES
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MARKETING PRINCIPLES

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Executive summary
There has been double digital growth seen within the market of the wearable tracking devices.
This is expected it will grow further. Organizations like Apple and Fitbit prepare the marketing
strategies to develop the products, increase the capabilities and popularities to change the
environment of the healthcare and fitness more positively. The following discussion will cover
the STP (segmentation, targeting, and positioning) and marketing mix of the Fitbit 2 and Apple
watch series 4.

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Contents
Executive summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
STP analysis of the Apple watch series 4 and Fitbit2...................................................................................3
Marketing mix.............................................................................................................................................4
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10
Appendixes................................................................................................................................................11

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Introduction
The organization like Apple and Fitbit are well-recognized brands. Products of the organization
help to measure the walking steps, burned calories, and many other physical activities. Products
of both the organization have the enough capabilities to improve the perception of the customers
and improve the overall sales. The following discussion will discuss the segment, target, and
position of the Apple and Fitbit. Further it will discuss marketing mix of the Fitbit 2 and Apple
watch series 4.
STP analysis of Apple watch series 4 and Fitbit2
Segmentation, positioning, and targeting represent the fundamental marketing efforts of the
businesses. Segmentation is effective to divide the population within the group as per the
particular characteristics in which targeting indicates to choose the specific groups by recognized
the result of the segmentation to sell the products. There is mutual set regarding the
characteristics which are shared by Apple watch series 4 target customer segments like quality,
appreciating the design, technological performance of the products and service over its prices.
The positioning denotes marketing mix selection which is mostly suitable to the target customer
division. Mono segment positioning is used by the Apple and makes the positing appealing to the
particular segment of customer. It has positioned itself as the premium organization that offers
the product and services by the innovative proficiencies and functions for the extra costs. Apple
target customer segment which includes the people who are happy to pay the extra regarding the
technical services and products by the progressive capabilities, functions, and design (Apple,
2016).
The target audience of the fit bit watch is women with the age of the 25-44 with the upper and
middle class income levels. It provides the lifestyle which is preferred by an athlete at high level.
This organization has the nationwide campaigns which specially target the residents which are
resident of the residential, subsequent cities, and municipal zones of the big towns. It target
people who are trendy, fashion oriented, and regularly uses the products as the loyal customer. It
has positioned itself as the leading fitness tracker with the attractive features and high quality
image of the brand compare to the competitors (Deshpande, 2017).

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Marketing mix
Marketing present the set of actions and tactics which is effective to promote the brand and
product within the market. The marketing mix includes the price, product, place, and promotion.
Marketing mix for Fitbit 2 and Apple watch series 4 has been analyzed below.
 Pricing strategy
Price is known as the important component of marketing mix that determines the organization
profit and loss. Prices of Apple watch series 4 started from $299 as basic model and goes beyond
the $589. This price includes the important accessories like charger of the battery and warranty
of the one-year. The pricing strategy is consistent with the competitors in the market. Customers
pursue the fashion and gratitude of the brand which is offered by the apple. This has the regular
partnership with the Nike and Hermes. Apple uses the value based pricing approach which put
the highest tags of the price. It believes customers will efficiently pay for the produces which are
intended effectively (Apple, 2016).
Apple watch series 4
(Apple, 2020)

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Particular Product Description Price
Apple
Refurbished apple
watch series 4
GPS, 40mm Space
Gray Aluminum Case
with Black Sport
band
$299.00
Refurbished apple
watch series 4
GPS, + Cellular,
40mm Space black
stainless steel Case
with Black Sport
band
$549.00
Refurbished apple
watch series 4
GPS, + Cellular,
44mm stainless steel
case with the white
sport band
$589.00
Fitbit 2
Fitbit Versa 2 with
the plastic band
Fitbit Versa 2
FB507RGPE Health
and Fitness Smart
watch (Emerald &
Copper Rose)
$249
Fitbit Versa 2 with
the Special edition
version
Fitbit Versa 2
FB507RGNV Special
Edition Health and
Fitness Smart watch
(Navy & Copper
Rose)
$289.95
The price of the Fitbit 2 is about $249. It has the competitive pricing which is welcomed by the
fitness and healthcare providers. It has impressed the right customers through the affordable

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pricing and insurance. UNH has given away the product of the Fitbit regarding the real time
acquiescence with the glucose monitoring. It is useful to monitor the health, sleep tracking, and
insurance which improved the compliance while patients wear Fitbit’s. Affordability and
coaching application, humana wellness has increased for more than 4.5 million fellows that are
now employed very closely with the Fitbit. There is more than 70% humana associates
stimulated by the Fitbit’s as only 14 percent people used the apple. Fitbit uses the competitive
strategy which is based as per the analysis of the competition within the market (Ebling, 2017).
 Product strategy
This is very typical to implement the change and get the success. A change initiative fails due to
the lack of preparation. The Leavitt’s model will support to treat and investigate the
organizational changes more appropriately. The Leavitt’s model will support to evaluate the
business task, people, technology and structure. Apple watch includes all the content within the
tiny touch screen which includes the many key updates and changes that makes the apply watch
more compelling for people. It includes the new colors and material for the watch’s case, large
screens, slimmer bezels, and the interface which enables to do glance without shuffling
applications. This watch have the similar rounded, rectangular profile, and digital crown on top
right corner. It also comes in the 40 and 44 mm sizes. This has made the room for new edge to
displays. There are two small cutouts regarding the speakers that are more than 50% louder
compare to the series 3.
It has improved the features regarding the fitness and health trough the communication module.
This helps to display the wearer movement like standing, walking, exercising and also helpful to
connect the people to the sport application. It is built by the sapphire glass and black ceramic that
allows the GPS and cellular signals by the less interference. It will regularly provide the
all-day/18 hour’s battery life. This is changing and offer people to do the regular outdoor
workout up to the six hours without need of the extra juice. This offers the good durability as it is

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scratch proof with the sapphire crystal display (Beavis, 2016).
Fitbit 2 is not only a smart watch but it is the superior device of tracing fitness and health that
makes it more appealing to the businesses and health organizations. This is the 24 mm wide and
tall which make it marginally smaller compare to the watches of Apple. The smaller watch may
not be appropriate for everyone but it fit to the wrist of the women more appropriately. This has
the inbuilt sensor SpO2 that measures the level of blood oxygen. It has the battery life of more
than four days (Singh, 2012).
According to the analysis of the Akar’s brand personality framework of the Apple it has been
recognized that organization positioned itself as the daring, imaginative, spirited, and updated
and build the relationship to enable and advertise the latest features of the products on the basis
of feelings and associations. The product is sincere as offers the great quality and make the
investments at high level to make the product more innovative. This product is reliable and has
the good characteristics and not easily destructible compare to the Fitbit 2.
 Place strategy
In today’s time online shopping has become more popular. Organization should seize the
opportunities to offer the cooperation with the other customer’s website. The organization is

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going to improve the product supply for website. This will improve the more availability. It will
focus more to make the cooperation with the best buy to sell watches. The growth of the sales is
regularly increasing in the last years. The change is regularly increasing from last years. The
change has increased from 18 percent to the 84 percent. The rest of the work is furthermore
increased at high level. Organization is also going to increase the number of the Apple store
around the globe especially in China and rest of the Asia pacific. This will help to meet the needs
of people and increase the income (Burrell, 2016).
The watch of Fitbit is available to purchase online from the website or from many other online
store like Amazon, Flipkart, Myntra, etc. This is easily also available within the 39000 stores in
the 86 nations. It has the wider channels of distribution. It has no need to take the running cost of
own retail stores as focus to the business to business and healthcare system (Srivastava, Franklin,
and Martinette, 2013).
 Promotion strategy
Organization regularly focuses on the high level technology as people find the difficulties to
recognize the foundation of the Apple watch. To solve this kind of issues organization
management continuously send the direct email to the individuals to introduce the apple watch.
This is a very effective methods which help to people to known about the product. Functions of
the organization are including the digital advertising. Organization cooperates with the YouTube
and television which help to put the advertisement within the advertising time. It helps to
remember many people about the apple watch. This organization has the promotion schedule on
the Christmas as it launch the unique Christmas limited straps and watches on the day of the
Christmas. Organization will only produce the set of one thousand straps and watches. It has the
promotion plan like back to school, in which if a customer purchase the watch of apple will get
the free of cost music gift card of Apple for the six months. It also provides the combo plan
which help to get the 10% off while purchase the apple watch and Mac or apple watch and
iPhone at the similar time (Business, 2016).
Promotion of the Fitbit 2 is done through the advertisement on the television with the short clips
and advertisement in the newspapers and magazines. The other channels of the promotion of the
Fitbit2 are done through conducting the events of the Fitbit for individuals and corporates in

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which people come and try the merchandise. The organization arranged the launch and learns
activities for centers of fitness, corporates, hospitals which help to demonstrate and address the
questions and concerns (Quelch, 2016).
Conclusion
In the limelight of the discussion it can be concluded that organization like Fitbit 2 and Apple
watch series 4 invite the customers through the attractive features, images, and strategies which
help to improve the overall sales. Marketing mix has been analyzed with the effective
implication of the strategies to get the success in future at higher level. Apple and Fitbit the
organization regularly upgrades the products to gain the competitive advantage.

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References
Apple, 2020. Refurbished Apple Watch. [Online]
Available at: https://www.apple.com/shop/refurbished/watch/series-4
[Accessed 27 02 2020].
Apple. (2016). Apple Annual Report. Retrieved from Apple:
http://investor.apple.com/secfiling.cfm?filingid=1193125-15-356351&cik=
Apple. (2016). Apple Watch Series 4. Retrieved from Apple: http://www.apple.com/ca/apple-
watch-series-2/
Beavis, G. (2016). Reviews Apple Watch 4 review. Retrieved from Techrader.:
http://www.techradar.com/reviews/wearables/apple-watch-2-1323213/review
Burrell, H. (2016). Smartwatch round-up: 14 Apple Watch rivals compared. Retrieved from
macworld: http://www.macworld.co.uk/feature/iphone/smartwatch-round-up-apple-
watch-rivals-alternatives-2016-3512394/
Business, J. R. (2016). Reference for Business » Company History Index » Electrical and
Electronics . Retrieved from Reference for Business:
http://www.referenceforbusiness.com/history2/31/Apple-Computer-Inc.html
Deshpande, P. (2017) ‘Fitbit Strategic Analysis’, available at
https://www.linkedin.com/pulse/fitbitstrategic-analysis-parag-deshpande
Ebling, R. (2017). ‘Economics, Capitalism Magazine, Capitalism and Free-Market Competition’
available at www.CapitalismMagazine.com.
Quelch, J. A. (2016). Consumers, Corporations, and Public Health: A Case-Based Approach to
Sustainable Business, Oxford University Press.
Srivastava, M., Franklin, A. and Martinette, L. (2013). Building a Sustainable Competitive
Advantage. Journal of Technology Management and Innovation, 8(2), 7-8

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Singh P.K. (2012). ‘Management of Business processes can help an organization achieve
competitive advantage, International Management Review’, 8(2), pp. 19-26.
Appendixes
1. (Place/ Distribution)Products in store
 Apple
 Fitbit

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2. Segmentation
 Segmentation of the Apple watch series 4
Types of
segmentation
Criteria of
the
segmentation
Apple watch
series 4
Services Operating
system and
software
Accessories:
Apply watch
and related
accessories
Geographic
Region International
level
International
level
International
level
International
level
Density Urban Urban Urban Urban
Demographic
Age 20-45 18-30 20-35 20-45
Gender Males &
females
Males &
females
Males &
females
Males &
females
Life-cycle
stage
Bachelor stage
Newly married
couples
Full Nest I
Fill Nest II
Bachelor stage
Newly married
couples
Bachelor
stage
Newly
married
couples
Bachelor
stage
Newly
married
couples
Full Nest I
Fill Nest II
Income level High earners High earners High earners High earners
Occupation Professional,
managers, and
executives
Students,
professionals
and managers
Professional,
managers,
and
executives
Professionals
and
managers
Degree of
loyalty
Hard core
loyals
Switchers
Hard core
loyals
Switchers
Hard core
loyals
Switchers
Hard core
loyals
Switchers
Benefits
sought
Sense of
achievement
Speed of
service
Speed of
service
Recreation
Self-

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and belonging
Self-expression
Speed of
service,
advanced
features and
capabilities
Efficiency Efficiency expression
Personality Determined
and ambitious
Determined
and ambitious
Determined
and
ambitious
Determined
and
ambitious
User status Non-users,
potential users
Users
Non-users,
potential users
Users
Non-users,
potential
users
Non-users,
Users
Behavioral
Degree of
loyalty
‘Hard core
loyals’
‘Switchers’
‘Hard core
loyals’
‘Switchers’
‘Hard core
loyals’
‘Switchers’
‘Hard core
loyals’
‘Switchers’
Benefits
sought
Sense of
achievement
and belonging
Self-expression
Speed of
service,
advanced
features and
capabilities
Speed of
service
Efficiency
Efficiency
Speed of
service
Recreation
Self-
expression
Personality
Determined
and ambitious
Determined
and ambitious
Determined
and
ambitious
Determined
and
ambitious
User status Non-users,
potential users
Users
Non-users,
Users
Non-users,
Non-users,
potential

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potential users
potential
users users
Psychographic
Social class
Middle and
upper classes
Middle and
upper classes
Middle and
upper classes Upper class
Lifestyle
Resigned
Aspirer
Succeeded
Explorer
Aspirer
Succeeded
Explorer
Aspirer
Succeeded
Explorer
Aspirer
Explorer
 Segmentation of the Fitbit 2
Types of
segmentation
Criteria of
the
segmentation
Apple watch
series 4
Services Operating
system and
software
Accessories:
Apply watch
and related
accessories
Geographic
Region International
level
International
level
International
level
International
level
Demographic
Density Residents of
the second
cities,
suburban, and
metropolitan
areas of the
larger cities
Residents of
the second
cities,
suburban, and
metropolitan
areas of the
larger cities
Residents of
the second
cities,
suburban, and
metropolitan
areas of the
larger cities
Residents of
the second
cities,
suburban, and
metropolitan
areas of the
larger cities
Age 25-44 25-44 25-44 25-44
Gender Females Females Females Females
Life-cycle
stage
Bachelor
stage
Newly
married
couples
Bachelor
stage
Newly
married
couples
Bachelor
stage
Newly
married
couples
Bachelor
stage
Newly
married
couples

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Income level Upper-mid
income levels
Upper-mid
income levels
Upper-mid
income levels
Upper-mid
income levels
Occupation Professional,
managers,
and
executives
Students,
professionals
and
managers
Professional,
managers,
and
executives
Professionals
and
managers
Behavioral
Degree of
loyalty
Core loyals
Switchers
Core loyals
Switchers
Core loyals
Switchers
Core loyals
Switchers
Benefits
sought
Sense of
achievement
and
belonging
Self-
expression
Speed of
service,
advanced
features and
capabilities
Speed of
service
Efficiency
Efficiency
Speed of
service
Recreation
Self-
expression
Personality Determined Determined Determined Determined
User status
Non-users,
potential
users
Users
Non-users,
potential
users
Users
Non-users,
potential
users
Non-users,
potential
users
Psychographic
Social class Middle and
upper classes
Middle and
upper classes
Middle and
upper classes
Middle class
and upper
class
Lifestyle Resigned
Aspirer
Succeeded
Aspirer
Succeeded
Explorer
Aspirer
Succeeded
Explorer
Aspirer
Explorer

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Explorer