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

Running Head: MARKETING PRINCIPLES
0
MARKETING PRINCIPLES

MARKETING PRINCIPLES
1
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.

MARKETING PRINCIPLES
2
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

MARKETING PRINCIPLES
3
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).