Comparison of Target Market: Apple Watch Series 6 vs Fitbit Versa 2

This report compares the target market between Apple Watch Series 6 and Fitbit Versa 2, analyzing their STP strategy and marketing mix. It covers the segmentation, targeting, and positioning of each brand, as well as the product, price, place, and promotion strategies. The conclusion provides recommendations for Apple to extend its customer base through affordable pricing.

PRINCIPLES OF
MARKTING

Executive Summary
Marketing is a key part of each and every business as Marketing management deals with aspects
related with designing the products and services, formulation of pricing policy, adoption of
effective distribution channel, and use of strong marketing campaign to attract and retain
customer. Below mentioned report covers the comparison of target market between Apple watch
series 6 and Fitbit Versa 2 which are contemporary with each other, offers smart watch with
health and fitness tracking capacity.

Table of Contents
Executive Summary ........................................................................................................................2
INTRODUCTION...........................................................................................................................4
Mani Body.......................................................................................................................................4
Target Market...................................................................................................................................4
Marketing mix..................................................................................................................................5
Product ...................................................................................................................................5
Price .......................................................................................................................................6
Place.......................................................................................................................................7
Promotion ..............................................................................................................................7
Conclusion and Recommendation..........................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defined as the process of identifying the needs of customers by the producer
of goods and services so as to understand the actual demand and wants of customer. After
identifying the needs marketers creates and develop a plan for delivering those produced goods
and services to the customer which includes, designing a product, selecting an effective pricing
strategy, methods of promotion, delivering offering through optimum channels of distribution
and conducting a post sales activities to understand whether the goods are delivering desired
value or not (Jamshido'g'li, RakhmonjonZokirjono'g'li and Kholdorovna, 2020). With the
advanced, sensors and wireless technology, Eric and James came up with the wearable product
“Fitbit Versa 2 with regards to health and fitness in 2007. On the other hand, Apple Inc. is one
the five multinational information technology firm , headquartered at California, which
manufactures and sells, iPad, iPhone, iPod, Mac computer and I Watch. I watch series 6 is one of
the best and ideal fitness partner which keeps record of everything which others couldn't. Below
mentioned report cover the use of STP and marketing mix by each one of the company and the
analysis of their effectiveness.
Mani Body
Target Market
Segmentation,Targeting and Positioning model helps the company in identifying the
suitable market customer base for their products and services matching to needs and wants. This
strategy helps in getting clear understanding of target market on the various aspects such as ,
budget, acceptability, preference, habits, culture, age group etc. Below mentioned is the analysis
of STP strategy adopted by Apple for their iWatch series 6 and Fitbit versa 2 :
Segmentation : The initial step of STP process is to segregate the target market into
small segments on the basis of numerous factors such as age, gender, income level, education
level, occupation etc. Demographic variable of Apple I Watch series 6 reveals that the this smart
watch is for the age group of people from )16-40), that is for younger-medium and busy
generation (Abutaleb, and El-Bassiouny, 2020). Apple watch is especially designed for high
social class because of the high price band and affordability.
Whereas Fitbit Versa 2 offers the fitness band to the people ranging from 25-44 to the
upper middle class people who are facing obesity especially working professionals. Fitbit also

offer special features of keeping record of mensuration cycle for women which ease them at
workplace. The target group for Fitbit versa is people from suburban and metropolitan cities who
are buys in their schedule and want to keep records of their physical activities. The aim of
company to make these fitness brand accessible and affordable which is not the case with Apple
watch series 6.
Targeting : After segregating the customer into different groups, the next step comes at
focusing on the highly attractive and profitable customer group which can multiply the sales
revenue of a company (Yusoff, 2019). For instance, Apple is the most premium brand and have
designed the watch for teenagers, young professionals who are willing to pay more for
innovative and unique features. The age group of higher income social group for Apple watch
series 6 is 16-40 years.
On the other hand, Fitbit have identified perfect customer base for Fitbit Versa 2 falls in
the age range of 25-44 years who are living in metropolitan cities and are looking for a fitness
band within their budget. Fitbit is designed for the colleges students, working women and for the
children who are dealing with obesity and their parents want to be updated on physical activities.
Positioning : Positioning is concerned with the image or brand value of a company as
compared with the other competitors. For example, Apple have gained the premium position
which is usually associated with people with a high social class, higher income and a people of
statues, pride and a prominent position in a society. Whereas, Fitbit have positioned itself as a
affordable brand which give access to the upper-mid income group, college degree students,
management professionals who are interested in fashion, technology, and athletic lifestyle.
As per the above report it is concluded that Apple watch series 6 is designed for a people
of a high social class who associate themselves with the most expensive product category,
whereas Fitbit aims to assist each and every individual who are facing the health issues and want
to be updated with the daily tracking physical activities especially for women and children
(Stadnyk, and et. al., 2020).
Marketing mix
Product
Product can be defined as the anything company is offering in a tangible (goods) or
intangible form (services, events, experience) to satisfy the needs and wants of a customer

through the value derived from these offerings. The Levitt model is divided into five stages, each
one describes the value customer gets from the product. Core Product : These are the products which satisfy the basic needs of the customer for
which it has been developed (Hartmann, and Brunk, 2019). For instance, Apple have
developed a series 6 with an aim to keep people healthy and updated with the tracks of
physical activities. Secondly, Fitbit Versa 2 comes with an objective to provide a
affordable fitness band within the budget. Generic products : These products focus on the qualities and attributes of a products. For
instance Apple watch series 6 comes with a fitness band which offers facilities like pulse
rate, frequency of heart beats, blood sugar level etc. along with detachable hand writs
band, with a size of 38.6mm wide and 33.3 mm tall. Fitbit Versa 2 is slightly smaller
than apple, 24mm wide and tall. It is helpful in keeping records of mensuration cycle for
women, which is missing from Apple watch. Expected products : These are the products which meets the basic necessities of the
customer. Apple have come up with a new series which is keeping track of all the
physical activities with the aim of providing healthy life style. Augmented products : Additional features of a products that makes it a distinct from that
of other competitors. Apple have a voice command quality, calling attribute, water
resistant quality and parameter for blood oxygen level (Kohli and Haenlein, 2021).
Whereas, Fitbit Versa 2 is smartwatch with health and fitness tracking device which
offers the battery life of up to 4 days and is affordable for the every customer segment,
which is not the case with Apple.
 Potential products : These products are those which may go under transformation in
future. Apple have evolved from the time and have developed a product which unique
and innovative in its approach. Apply may come with the medical prescription feature
after detecting the disease, which may add value to their brand.
Price
Price of a products refers to the amount paid by final customer to buy a particular
product. Apple uses premium pricing strategy because of their innovative and creative products
which involves huge amount of cost. Apple products are regarded as the symbol of status and
high social class, this strategy helps Apple in creating strong positioning. On the other hand

Fitbit Versa 2 focus on affordable pricing making it accessible for the people who wants to keep
records of physical movement (Nadanyiova, Gajanova and Majerova, 2020). Due to their
affordable pricing policy Fitbit is accepted by healthcare and fitness provider.
Place
Place is referred to as physical place where the finished product reaches to the final
customer including channel of distribution. For instance, Apple uses effective distribution
strategy in which company uses less trade partners which makes distribution channel more
productive and effective. Apple offers products from their own outlets and via e-commerce with
are authorise by apple. On the other hand, Fitbit Versa 2 is easily available through online
purchase either from website or other e-commerce platforms such as Amazon. Fitbit with vast
and affordable distribution channel reduces the cost of physical outlet and focus on Business to
Business activities.
Promotion
These are the methods through which customer gets aware about the product and
services. Being an leading brand, Apple focuses on the attributes of products, target market
making a message clear and relevant (Jamshido'g'li, RakhmonjonZokirjono'g'li and
Kholdorovna, 2020). Apple uses intense advertisement via numerous channels such as TV ads,
radio announcements, billboards, online ads etc. On the other hand, Fitbit focus on organising the
event for public and corporates where people can come and experience the use of products and
make decision accurately. Another methods are short video clips on TV or ads in newspaper and
magazines to reach out the large customer base.
Conclusion and Recommendation
As per the above report it is revealed that Apple is focusing on Augmented products
which makes it distinct from other competitors like Fitbit. Versa 2 of Fitbit is a perfect example
of expected products which is delivering the fitness band as per the needs of the customer.
Pricing policy of Apple is premium pricing policy which helps the company in establishing a
strong brand image, brand associated with the high social class and status (Abutaleb, and El-
Bassiouny, 2020). Whereas, Fitbit focus on affordable pricing which aims at making available

fitness band to upper middle class family. Being a prominent leader Apple uses aggressive
promotional strategy focused on product specification and target market. The duration of
campaign is much longer as compared to Fitbit. Apple have captured a large target market due to
their strong marketing mix plans (Yusoff, 2019). However, Apple can do a far better than by
adopting a affordable pricing which can extend their customer base.
CONCLUSION
Above stated report represents that the market targeting helps the company in identifying
the potential market which matches best to the specification or products and services. There are
numerous factors on the basis of which markets can be segregated such as age, income, customs,
education background, marital status etc. which helps clear picture of understanding market.
Subsequently, company uses distinct marketing tools such as product, price, place and promotion
which determines overall success of the companies offering in a target market.

REFERENCES
Books and Journals
Abutaleb, S. and El-Bassiouny, N., 2020. Assessing sustainability marketing from
macromarketing perspective: a multistakeholder approach. World Journal of
Entrepreneurship, Management and Sustainable Development.
Hartmann, B.J. and Brunk, K.H., 2019. Nostalgia marketing and (re-) enchantment. International
Journal of Research in Marketing, 36(4), pp.669-686.
Jamshido'g'li, R.D., RakhmonjonZokirjono'g'li, O. and Kholdorovna, R.F., 2020. Changes in
market relations in the period of market economy and their classification. South Asian
Journal of Marketing & Management Research. 10(4). pp.120-129.
Kohli, A.K. and Haenlein, M., 2021. Factors affecting the study of important marketing issues:
Implications and recommendations. International Journal of Research in
Marketing. 38(1). pp.1-11.
Nadanyiova, M., Gajanova, L. and Majerova, J., 2020. Green Marketing as a Part of the Socially
Responsible Brand’s Communication from the Aspect of Generational
Stratification. Sustainability. 12(17). p.7118.
Stadnyk, V., and et. al., 2020. The concept of marketing of balanced development and features of
its implementation in the food market. Agricultural and Resource Economics:
International Scientific E-Journal. 6(1868-2020-1687). pp.80-95.
Yusoff, M., 2019. Islamic-Based Relationship Marketing: An Integration of Internal and
External Marketing. In Islamic Development Management (pp. 173-183). Springer,
Singapore.