Principles of Marketing: Effectiveness of Marketing Mix

This report explores the effectiveness of marketing mix in the context of Principles of Marketing. It focuses on the target market, product/brand, price, place, and promotions strategies used by Apple and Fitbit. The report also discusses the impact of marketing on the success of businesses.

Principles of marketing

Table of Contents
Introduction .....................................................................................................................................3
Effectiveness of marketing Mix.......................................................................................................3
REFERENCES................................................................................................................................7
INTRODUCTION...........................................................................................................................8

Introduction
Marketing is one the most important factor to establish and develop business at an
extreme level. Marketing help organizations to achieve their goals and objectives and maintain
effectiveness of their products and services. Marketing help to develop presence of business in a
market and maintain smooth working for development of business. Apple have a global presence
due to their product and services and launches a new product Watch series 4 and another
company competes with their product is Fit bit 2 In this Report we will prepare marketing mix
for Apple and Fit bit to analyze effectiveness of their product in market.
Effectiveness of marketing Mix
Target market
Apple is one of leading mobile company in market with unique features and positive
image. This help them to attract large number of customers towards their business. Apple
introduce product with different features such as watch series which is majorly customers from
age group of 18 to 35. Companies have aim to attract business professionals because features of
their product help them to make work smooth(Shaw, 2016.). It provides facilities like cellular
connection for professional are not carrying phone can be able to establish the connection. They
can get text messages, calendar information by getting email information whichever is important
document they want to get as watch alerts through incoming message. Mainly fans and users of
apple are one of target audience for company. People who are conscious about health as best
features offered to customers like they can track their steps, falls, slips. Patients from heart
diseases device help them to analyze heart rate. Apple watch provide feature of emergency call
which is being considered as important development in sector of information technology.
Fit bit 2 target customers from age more than 30. Customers who are overweight and
wants to have reduction in weight is being targeted by fit bit to provide all information of their
body at time of working in order to motivate them. It works like a fitness band so that an
individual is able to analyze their workout activity. Due to their design and bigger display, this
works as fashionable wear and attract customers from young generation. Customers who love
adventure, tracking, hiking fit bit is the best option for them because device comes with GPS
tracking facilities which help trackers while traveling.

Product/Brand
Watch series 4 is the well know-ed product of Apple. Due to its immense popularity help
the product to increase sale in market. Company comes with a powerful technology which
provide their customers different experience. It provides feature of daily tracking while running
walking. Apple watch provide ECG feature which help to read activity of heart. This feature is
not provided by fit bit(Datta, Ailawadi and Van Heerde, 2017.). They have their own digital
payment system which an individual able to pay with their watch. Charging through magnetic
induction technology is a unique feature. Their device provide GPS facility in watch. Battery life
of apple which company offers is around 2 days. Apple series 4 comes in 3 colors space Grey,
silver, gold
Both Fit Bit and Apple watch are water resistant. Fit bit provide features of GPS but it
connect with Phone's GPS. Fit bit provide feature of Amazon Alexa to provide quality
experience to customers. On the other hand, Fit bit offers battery life of 5 days which is far
better than Apple watch. Their fitness look and shape help them to attract customers. Fit bit
offers product in Black, Grey and rose gold. Fit bit is a light product which is one of most
important advantage to attract customers from fitness field. Fit bit provide storage of around 300
songs. They are able to measure health of an individual. Fit bit works in IOS as well as android
version.
Price
Both apple and Fit bit comes with promising features to attract customers. Talking about
price than apple is far more costly twice price of Fit bit. Apple comes at a price of $399 and Fit
bit provide devices at $199. Apple aims to provide product differentiation as compare to
competitors(Stead and Hastings, 2018.). Their unique product help to charge premium price over
there products. Price of apple watch help them to increase profitability to business. Their creative
innovation and up gradation in technology. When setting up price of products apple analyze
competitors and never set prices lower than competitors to maintain companies image in market.
Apple analyze customers who are ready to buy device and set price according to analyze.
Design of product play an important role to set prices of device.
Fit Bit analyze expected sale of product to set price of device. They analyze customers
and willingness to spend on a fitness device. Large number of customers from old age group are

ready products as they set prices according to that analysis of customers. Company need to know
expenses on marketing and raw materials that m were used in development of product. Fit bit
aim to reduce prices as compare to competitors so that they are able to attract new buyers.
Market fluctuations and changes effect overall price of device.
Place
Apple need to set place where they are able to develop business with effective utilization
of all resources available to company. As apple watch is product which have ability to attract
business professionals they need to develop a team of skilled employees which are able to
interact with businesses. Company need to analyze supply chain in a new market so that they are
able to make product available for customers. Market where large number of people are using
apple I phone or any other device of company that market help company to establish easily and
provide their products to customers(Priya, Zunke and Mitra, 2016.). Any changes in market like
tax and trade policy effect overall profitability of apple. Need to set place where customers are
easily able to access apple website and online order products. Availability of apple stores in
market make working of business easy in a new market.
Fit bit focuses on market where customers are conscious about their health. As 83% of
market share in fitness tracker. They are able to create partnership with other health companies
of different territories to establish company. Places where population of more than 30 are easily
engaged with their devices. Availability of their devices in adventurous areas help them to
increase profitability of business. Need to know clients from ideal locations and make them
actual clients with effective products. Online channels and platforms is one of the stable platform
for them as number of fitness channel are online which help them to develop business. Fit bit
need to develop their business in a territory where they are easily able to expand their business
with proper utilization of products.
Promotions
Promotion help companies to attract customers towards working of business. Promotion
help to develop overall presence in market. Due to already set image in customers mind help
them to attract customers easily. Marketing help to make customers aware about new product in
market(Bowie and et.al., 2016.). Apple is already established brand and customers are aware
about companies product. When they launch their new product apple watch series 4 they need to
have proper advertising of their product. Advertising help them to attract customers easily. They

can recruit marketers for promotion of their facilities. Need to interact with public and provide
them information about organizations products. Need to promote sales of their product in market
to maintain effectiveness of their business. They can use online platforms for promoting their
product which help them to attract customers more easily. Their promoting are unique and with
use of different technologies help them to establish their business at a large scale.
Fit bit provide fitness band and product which help them to attract customers who are
conscious about fitness. They can hire fitness models to promote or associate their product with
other fitness brand to promote. They fitness band have effectiveness to attract customers from
each age group. To promote their product they need to analyze market and effectiveness of
products and services and to engage customers easily. Promote their product over fitness zones
and gyms to engage customers easily. To promote their product they need to analyze how they
reach to the customer base of old age.
Conclusion
In this report marketing help both apple and fit bit to attract large number of customers
towards their product and services. Target market help them to know their customers. Companies
need to know their product to market their features easily to customers. Need to know the place
where they are going to develop their business to know effectiveness of their product and
customers. Price need to be set according to demand of their customers and which help them to
increase sales. Promotion help them to develop online presence of their business in market.

REFERENCES
Books and Journals:
Bowie, D., and et.al., 2016. Hospitality marketing. Routledge.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–
Granthaalayah. 4(6). pp.25-37.
Liu, Y., and et.al., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal of
Marketing. 81(1). pp.83-102.
Priya, P.K., Zunke, S. and Mitra, A., 2016. Analyzing marketing mix to relate the consumers'
behavior and beliefs for high involvement goods.
Shaw, S., 2016. Airline marketing and management. Routledge.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.

INTRODUCTION