Marketing Strategies of Apple Watch Series and Fitbit

This report analyses the marketing strategies of Apple Watch Series and Fitbit, including their segmentation, targeting, positioning, and marketing mix. It also discusses the importance of marketing in increasing brand awareness and reaching potential customers.

Principles Of Marketing

Executive summary.
Marketing plays an important role in the success and failure of a brand. The promotion activities
of the company will make sure that necessary information about a product is reaching to its
potential customers and the company is able to have a wider reach. The aim of the report is to
analyse how marketing activities helps the company in increasing the brand awareness and the
marketing mix of the company helps in making best strategies for the marketing of the product
which the company has launched or is soon is going to launch.

Table of Contents
Introduction......................................................................................................................................4
Main body........................................................................................................................................4
Segmentation, targeting and positioning analysis of Apple watch series and Fitbit...................4
Marketing mix of Apple watch series and Fitbit.........................................................................5
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
Marketing is one of the most important activity in an organisation as it helps the company in
reaching to the audience and will also help the company in providing essential information about
the product to the customers. It is important for the company to make sure that the brand of the
company is having wider reach and with the help of marketing activities the company will be
able to reach to its potential customers (Chemsripong, Petmee and Kawserm., 2018.). Brand
awareness will help the company in increasing their sales as well as profitability. In context to
Apple Inc., it is an American multinational technology company and in terms of revenue the
company is world's largest technology company. The company was incorporated in the year
1976 and is headquartered in California U.K. In context to Fitbit it is an American fitness and
consumer electronics company. The company was founded in the year 2007 and is headquartered
in San Francisco, California. In 2019, google purchased the company for $2.1 million. It is the
fifth largest wearable company and has 28 million users around the world. In this report, the
marketing strategies of both the companies are given along with the STP of the companies.
Main body
Segmentation, targeting and positioning analysis of Apple watch series and Fitbit.
Basis Apple Watch Fitbit
Segmentation The company focuses on upper
middle class and high class
people specially in the age
group of 12 years or above
(Brennan, Parker and
Chorazy., 2020.). The
company has a focus on the
younger generation or youth
market segment specially those
who are concerned about their
fitness and health.
The segment which is focused
by the company is of women
in between the age of 25 to 44.
the upper middle class income
group of society are majorly
the potential customers of the
company. The company seek
for the market segment which
is not just focused on fitness
but also wants modern features
with fashionable approach.

Targeting The company has majorly
targeted people of developed
economy. The company has
targeted 16 selected countries
to start their business with as
the purchasing power of the
customers were in upper scale.
The company targets people
who are interested in yoga,
online shopping, technology or
are international travellers
(Finkel, Sharp and Sweeney.,
2018.). The market segment
which are experimenters and
like to do or try new things fits
best.
Positioning The product of the company is
positioned as the premium
quality product with 20
different customised chains
and with an incredible support
of more than 3000 applications
(Fauzi and Suryani., 2019.).
The company provides best in
class services to its customer
which is the reason why the
company has a strong loyal
customer base.
The brand is a leading fitness
tracker device which is useful
for people in their everyday
lives. The company has a
range of modern, fashionable
and attractive smartwatches.
The brand image is also very
good as compared to its
competitors.
Marketing mix of Apple watch series and Fitbit
Apple Fitbit
Product strategy The product of the company are
highly innovative products and are
made in order to satisfy the demands
of customers who wants highly
customizable good looking
The company believes in providing
high quality products to its
customers. The products of the
company are easy to use and a 24/7
support is provided by the company

smartwatches. The watch of the
company is a product which can
enhance the capabilities of iPhone as
the watches are specially made for
use only with iPhones or Apple
hardware. The company provides
wristbands which can match all the
styles and taste of the customers and
the best in class services of the
company makes it even more
attractive and adds value to the
product.
to its users (Mehta and Pickens,
2020). The company has a wide
range of products which helps them
in attracting large segment of the
market and the loyalty of the
customers helps the company in
capturing a huge market segment of
the industry. The product of the
company is focused not only on
fitness but also on design and will
help the user in building confidence.
Price strategy The company uses price skimming
strategy and keep the prices of the
product higher then the prices of the
competitors in order to increase the
profit margins with the help of early
adopters (Kashyap, 2017). In case of
Apple, the products of the company
enjoys high prices throughout their
life cycle as compared to other
competitors as the prices of the
product tends to go down on the later
stages of their life cycle as people
loose interest in those products and
are not willing to buy them on high
prices.
The company uses Hybrid strategy in
order to obtain the highest maximum
value of their products. The
company also uses cost base pricing
strategy which helps the company in
earning the profits as per their
requirements. The company put the
profit margins of their choice on the
actual cost of the product and in this
way the company is able to have a set
margin of profit. The products of the
company is of high quality which is
the reason why people are willing to
buy it without focussing much on
price.
Place strategy Apple implements an aggressive
strategy to attract its premium
customers. The company utilizes
Fitbit uses two distribution channels
to reach out its customers. The first is
online platforms which provide

different channels to target
customers. It has opened its own
Apple stores across the globe from
where it could trade its products in
market. They also collaborated with
various selling partners to keep
distribution channels stable. It has
approximately 490 stores in about 20
countries (Bhati and Verma, 2017).
The company believes that having
keeping small number of trade
partners could enhance the
productivity of distribution channels.
Products are delivered to licensed
retailers and targets are provided to
them which are set by the company.
Another method of reaching out to
consumers is through online
websites. Most of the e-commerce
portals sell products of Apple and
this covers a large number of
customer base.
facility to sell products directly to
consumers. The second distribution
channel consist of wholesalers who
then trade with various retailers
across the particular country. The
company adopts an intensive
marketing strategy where it attempts
to involve more retailers. This
strategy assures that products are
easily available to its customers
across the world. It has an omni-
channel distribution system where it
has incorporated its offline and
online stores which allows buyers an
easy access to products. A network
of approximately 500 suppliers
provide raw material required for its
products. It has about 54 thousand
retail stores in almost 65 countries
around the world.
Promotion
strategy
The target customers of Apple is very
specific. Therefore while promoting
its products, it mainly focuses on
distinguish factors that makes the
company unique from rival
organisations. Apple uses various
platform for promotion such as print
media, TV, advertisements,
billboards and many more. The
Different media channels are used by
Fitbit for its promotional activities. It
utilize traditional as well as modern
media to reach out a large number of
customers. Traditional media
includes TV advertisement, print
media and radio. Modern media
consist of social and online media
platforms. Social media platforms

company believes that promotional
activities must be simple and
contains all the important information
about the product. The company
rarely gives any discounts to its
customers rather focus on uniqueness
of its services (Stoner, Torelli and
Monga 2017). It also promote its
products on social media platforms
and through influencers tries to
attract young customers towards
company by offering student
discounts sometimes.
such as Facebook, YouTube,
Instagram and Twitter helps the
company in attracting thousands of
people as they are more active on
these sites. The main purpose of
Fitbit is to encourage people to
become fit and more active through
products offered by them. Company
also takes part in various exhibition
and events in order to grab more
buyers. To enhance its existence in
retail stores it adopts personal selling
methods. To identify promotions
fund for a particular year, it utilize a
percentage of sales method. Fitbit
also offers various discount and
coupon codes to its customers.
Conclusion
From the above report it is concluded that segmentation, targeting and positioning of the
company will make sure that the company is targeting a correct market segment and are able to
attract large amount of customers. The major benefit that the company can have is having a
wider reach. The company will be able to reach to the potential customers of the company. The
marketing mix of the company will help the company in making strategies for the marketing
activities of the company. The strategies will make sure that the marketing activities of the
company will go in correct direction and the company is having fuller benefits of the marketing
activities of the company.

References
Books and Journals
Bhati, R. and Verma, H.V., 2017. Advocacy, Customer Advocacy and Marketing
Implications.
BULMIM Journal of Management and Research. 2(1). pp.29-43.
Brennan, L., Parker, L. and Chorazy, E., 2020. Social marketing frameworks. In
Social
Marketing and Advertising in the Age of Social Media. Edward Elgar Publishing.
Chemsripong, S., Petmee, P. and Kawserm, S., 2018. Understanding of Consumer Behavior on
Cultural Products Through Marketing Mix: An Empirical Investigation in
Thailand.
Advanced Science Letters, 24(5). pp.3399-3404.
Fauzi, A.A. and Suryani, T., 2019. Measuring the effects of service quality by using CARTER
model towards customer satisfaction, trust and loyalty in Indonesian Islamic
banking.
Journal of Islamic Marketing.
Finkel, R., Sharp, B. and Sweeney, M. eds., 2018.
Accessibility, inclusion, and diversity in
critical event studies. Taylor & Francis.
Kashyap, P., 2017. Technology Stack for Machine Learning and Associated Technologies.
In
Machine Learning for Decision Makers (pp. 137-187). Apress, Berkeley, CA.
Mehta, N. and Pickens, A., 2020.
The Customer Success Economy: Why Every Aspect of Your
Business Model Needs a Paradigm Shift. John Wiley & Sons.
Stoner, J. L., Torelli, C. J. and Monga, A. B., 2017. The asymmetric effect of portfolio and image
abstractness.
Journal of Product & Brand Management.