Comparison of Apple Watch Series 6 and Fitbit Versa 2: A Marketing Analysis

This report compares Apple Watch Series 6 and Fitbit Versa 2 on the basis of marketing mix elements such as target market, product, place, price, and promotion.

Principles of
Marketing

EXECUTIVE SUMMARY
The report is all about Apple watch series 6 as well as Fitbit Versa 2. These both are
successful products in the market. The report includes comparison between the two on the basis
of essentialist of marketing mix that are target market, promotion, place, product and pricing.

Table of Contents
EXECUTIVE SUMMARY...............................................................................................................
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1. Comparison of Target Market.................................................................................................1
2. Product....................................................................................................................................2
3. Place........................................................................................................................................3
4. Price.........................................................................................................................................3
5. Promotion................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing principles are the strategies which are used by companies for effective
marketing activities. With an effective marketing strategies products and services can make
difference in the target market. Marketing principles are important to understand the problems of
the consumers, they help in knowing the ideal market, demonstrates the value of company's
products and generates leads and builds relation (Argade, 2020). The project report focuses on
competitive analysis between Apple watch series 6 and Fitbit Versa 2. Both the products are
same but the brands and its functioning are different. The report consists the comparison of target
market, brand, price, place, promotional activities of both companies.
FINDINGS
In this project, Apple watch series 6 and Fitbit Versa 2 are selected for the competitive
analysis. Apple watch is a smartwatch which allows the users to execute variety of activities, like
making phone calls, sending text messages or reading mails (von der Heidt, 2018). With the help
of Apple watch application users can change the settings, rearrange applications, and other
settings which can make the functioning of watch much easier. Apart from this Fitbit Versa 2 is a
smartwatch of fitness brand which has everything made original to compel smartwatch, improve
the features with addition this add voice assistant. The following are the comparison of
marketing mix for both products:
1. Comparison of Target Market
Target Market refers to group of potential people to whom the company targets to sell its
products and services. This also indicates that company has specific customers to whom it would
directly put efforts for marketing its products. Identification of target market is an important step
for every company has it develops the marketing plans of the brands. The following table shows
the target markets of the companies selected:
Apple watch series 6 Fitbit Versa 2
This product is meant to be worn for day to
day purpose which relies on the connection
with the iPhones for better functioning
(Guenthner, 2020). The company targets the
This is the product which specially focuses on
the fitness of people. The primary target
audience comprises of overweight or unhealthy
people and who lack with motivation to
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customers who fall in age group of 25-50,
having high class standards. Company focuses
on customers who have high income levels
with good education level. The people who are
professionals or people who have believe in
fashion are the target for the brand as they
focus on the quality of product over the price
range.
participate in regular physical activities. Main
focus is over the people who fall in age group
of 20-30 as they do not stay healthy and active.
People with high income standards and living
are the main focus for selling such product.
2. Product
It refers to the any good or service that is offered by companies. For every enterprise the
focus is to fulfil the desires of people for which one identifies the needs of people and
accordingly produce products or services which be sold to them. The product strategies of
selected companies are :
Apple watch series 6- Like other watches Apple added one more series with Apple
watch series 6 which has advanced features which helps its customers to operate small day to day
activities effectively (Hasan, 2020). According to Levitt's model the product is based on the idea
of stratification levels were each upper level consists previous level. The four components or
levels are core benefit, generic product, expected product, augmented product and potential
product. In current scenario Apple has reached level of potential product. Apart from this,
Aakar's brand personality is a scale which has been developed with five dimensions which are
sincerity, competence, excitement, sophistication and ruggedness. The brand personality on
which selected product works are lifestyle, imagination, regained liberty, innovation and passion.
Fitbit Versa 2- This product of brand focuses on the fitness and health of people and
monitors the daily activities of person and gives them alters to control those things which are not
good for health. For the stratification level of product according to Levitt's model Fitbit versa 2 is
at augmented level were the product is still working to grow in market. Where as in the scale of
Aakar's brand personality the brand works on the competence of product.
3. Place
The distribution channel or place were the products are sold plays fundamental role the
marketing mix of every product or service (Hockenberry, 2019). This may include stores, which
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belong to both online and on-store and other means through which company can reach out its
customers. The following is the discussion for the place strategies of both products:
Apple watch series 6- Apple pursues place strategy to position the chosen product in
many places and targets its customer as close as possible. As the brand has global reach, the
watch is available in various cities and countries such as United States, Canada, India, United
Kingdom, South Africa, Indonesia and Philippines (Kotni, 2017). So the product has mass
market where the company operates in maximised distribution outlets.
Fitbit Versa 2- The brand distributes the selected product by using dual distribution
channel that is by utilizing both direct and indirect forms of the marketing channels. The product
is sold in approximately 45,000 stores in 50 countries. The retail channel can be involve
consumer electronic, e-Commerce, mass merchants and many more. While for direct marketing
channel it is affiliated with Fitbit Inc. and exclusively functions through Fitbit's official website.
So it can said that Fitbit watch has mass market range with maximised distribution outlets.
4. Price
The refers to the value at with the company sells its products. The price of products
depend on costs of production, segmentation of targeted audience, and so on. The pricing
strategies are of different types which is tied in with overall business plan of company.
Following are the table which shows the pricing of both products:
Apple watch series 6 Fitbit Versa 2
This product is designed to be worn instead of
caring it. The watch has high quality for the
brand has adopted premium pricing policy for
the product. Prices are higher in comparison
with similar products of rivalry companies but
the brand is confident about its loyal customers
(Novak, 2017). The online price of the watch
may be less or more then £379 as online
platforms have offers for customers while the
watch ranges at £379 on store.
The brand uses odd-even pricing where the
price is set in for off numbers to craft
perception of affordability. The brand sets the
prices in the similar range to its direct
competitors. The product has affordable price
range as the in store price of product is £199
while online price of selected product is
approximately £154.
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5. Promotion
It is part of marketing activities where the company advertises and markets the products.
With the help of promotional techniques one can inform its potential customers about the updates
by the brand. To convince the buyers to purchase the products, enterprises explain the functions
of products, how can it be used and why should they buy the products of brand. Through
promotions the company gives the efforts to give a clear message which targets certain group of
audiences and it is done through appropriate channels. The following are the promotional
techniques used by the selected products:
Apple watch series 6- The brand promotes the product through the print ads and
commercials as the product is different from the competitors. Commercial ads has been ruined
when the product was launched in the market and print ads would be ruined throughout the
products life (Ojadonor, 2017). The ads of Apple usually follow the same style using white
backgrounds with the contrast to stylish black showing its products. The ads are kept simple and
to the point with the focus on one key feature of its product. With this the brand sets the products
as luxury products in minds of customers.
Fitbit Versa 2- The brand promotes the product in predominant manner through
advertising on Television with small clips and with ads in magazines or newspapers. Apart from
this other channels are also used to promote the selected product like conducting Fitbit events for
public and corporates, where the plus point is that customers can try the products (Pavenkov and
Rubtcova, 2019). Lunch act ivies are arranged for the target audience like corporates, fitness
centres and hospitals and others. With the help of such activities the brand sets healthy image of
the product as it focuses on the health benefits to the customers.
CONCLUSION
From the above report it has been concluded that marketing mix is a set of activities that
a firm use to promote its brand or products. It includes 4 elements such as product, place, price
promotion. Product plays key role in developing any marketing strategy it includes packaging,
design, size etc. The price strategy is a assessment of the price that customers see in the product
and willing to pay for a goods or services. Place ensures that the product is deliver to the right
person at the right time. Promotion helps the firm for attracting customers and motivating them
to buy the good.
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REFERENCES
Books and Journals
Argade, S. L., 2020. Rural Marketing-MCQs.
Guenthner, J. F., 2020. Principles of Economics and Marketing. In Potato Production Systems
(pp. 547-572). Springer, Cham.
Hasan, A. E., 2020. IMPORTANCE OF MARKETING RESEARCHES IN FORMATION OF
COMMODITY MARKET. Economic and Social Development: Book of Proceedings. 2.
pp.129-133.
Hockenberry, T., 2019. Marketing Isn't Just for Products and Services. The Journal for Quality
and Participation. 41(4). pp.17-19.
Kotni, V. V., 2017. Problems & Prospects of Green Marketing. VV DEVI PRASAD KOTNI
(2017). PROBLEMS & PROSPECTS OF GREEN MARKETING. MITS International
Journal of Business Research. 4(2). pp.86-90.
Novak, K., 2017. Exploring Brand Loyalty through Empowerment Marketing.
Ojadonor, J. U., 2017. Marketing: An Effective Tool for Managing Secondary Schools in
Nigeria. ATBU Journal of Science, Technology and Education. 5(4). pp.50-55.
Pavenkov, O. and Rubtcova, M., 2019, February. Theoretical and Methodological Basics of
Integrated Marketing Communication’s Investigation. In International Conference on
Sustainable Development ICSD.
von der Heidt, T., 2018. A scholarship approach to embedding creativity and sustainability in
Marketing Principles curriculum. Australasian Marketing Journal (AMJ). 26(2).pp.99-
115.
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