Marketing Mix Analysis of Apple Watch and Fitbit

This assignment involves a comparative analysis of the marketing mix strategies employed by Apple Watch and Fitbit. Students are tasked with examining key aspects such as product features, pricing policies, promotional activities, and distribution channels to understand how each brand targets its specific customer base within the competitive smartwatch market.

Principles of Marketing

EXECUTIVE SUMMARY
Marketing mix is the method of marketing strategy that can help company in reaching
with its desired goals and objectives in better manner. In this, it is mainly focus on product,
price, promotion and place. In this assignment, it can be identified that there are different
factors which directly affects on marketing strategies of Apple and Fitbit products in which
they are mainly concentrate on Apple watch series 4 and Fitbit 2. this can be described that
pricing strategy or both are mentioned organization are different from each other. Fitbit 2 and
Apple watch series 4 are develop for satisfying the customer needs and wants of the customers.

Table of Contents
INTRODUCTION...........................................................................................................................................4
MAIN BODY..................................................................................................................................................4
CONCLUSION..............................................................................................................................................7
REFERENCES................................................................................................................................................9

INTRODUCTION
Marketing is the activity, set of institutions and process which create, communicate and
exchange offerings that have value for customers, partners and society. Marketing principles
define as the strategy and tactics of the firm which is followed in order to improve marketing
performance (Dann, 2010). this assignment will described about methods and tools which can be
used by organization to reach with their desired goals and objectives for instance Marketing mix
of Apple watch series 4 and Fitbit 2. Apple is the international company which design, develop
and sell electronics products or items. On the other hand, Fitbit is an American organization
which will deals in different goods such as activity tracker, wireless technology or method, etc.
MAIN BODY
Marketing define as the process where one person is sell and another is purchase products
in the market place. Without marketing, an organization does not sold their current or existing
goods and services among customers in the large market place. Marketing mix refers to the set of
activity and strategy of an organization which can be used for promoting their brand or products
in the large market areas. It includes 4Ps such as product, price, place and promotion. In current
time period, marketing mix elements influence each other and they are develop business plan for
a company and lead towards success (Cătoiu, Vrânceanu and Filip, 2010). It includes Apple
watch series 4 and Fitbit2 which is watch brand and they are manage and control their business
through various methods via online, sites and print media where they gain attention of large
number of customers.
Target market of Apple:
Apple basically targeting high income customers who can pay maximum amount of funds
for different services. As per its considering features they also target fitness freak customers so
that they can get advantages of its unique feature servicing. Firm basically targets customers
between the age group of 20 to 50 who can take advantages of its facilitating feature in a most
suitable way.
Target market of Fitbit:

Fitbit is basically introduce their services for those individuals who wants to get quality
products on a reasonable cost. Through this process, they can easily build direct connection with
target customers by grabbing maximum competitive advantages. Fitbit 2 is basically designed for
both male and female who are belongs to the age of 20-40.
Marketing mix Apple watch series 4 Fitbit2
Product Apple watch intends to
fulfilling their customers
demand with extremely
personalized good looking
smart watch that help in
increasing the capabilities of
Apple watch series 4 in the
market. Watch series 4 is a
multi performance watch
along with touch screen
facility and it has some special
features such as health
oriented and fitness tracking
system as it is combined with
other services and products
from Apple. By using Levitt
model of brand, Apple makes
it packaging artistic and
visually appealing to
customers. Every corner of
box is clean, elegant,
minimalist white. The design
is simple in a world of clutter
and constant sensory over
stimulation. Apple goes for
Fitbit4 is the firm which
specializes in monitor which
assist person to track their
physical functions of whole
day. The products are offered
by Fitbit company in price
and capability, some of
which are worn on the belt
and some are worn on the
wrist. By applying Levitt
model of brand, Fit bit allows
the product to be seen clearly
by consumer before
purchase. Package is easy to
open, small and slender like
apple. Fit bit is growing
functionally as compared to
apple to target large customer
base and achieve high profits.
Fitbit4 mainly focus on
fitness trackers but it has
wide range of variation
which includes different
fitness trackers. The main
features of Fitbit4 are

functional over emotional with
its new iPhone ads which also
takes a swipe at rival android.
This watch are wireless
connected with perform
various function like calling
and texting messages without
touch hands (Smith, 2012).
This is pressure sensitive and
has a side button for
displaying contact and
accessing Apple pay. It is also
a product which represents a
superior value proposition to
the buyers based on a total
integration of the products of
Apple.
Bluetooth, various apps,
music experience, long batter
saver and heart rate tracking
system.
Price Apple Watch series 4 is one of
the most convenient and
functional devices in the
customers market place. It is
the personal product which is
launch by brand of Apple and
it is designed to protect from
damaged instead of being
carried in easy way. It has
high quality and this brand is
adopted a premium pricing
policy for this product. Along
with this, prices are not higher
as compare to their same type
The purchase price of fitbit4
on their site is around 59.36
to 249.23 Euros. This is
buying a ready to use Fitbit4
and they also have various
other accessories which are
also available at the range of
higher price. The pricing
policy of this product is
premium.

of brand of the competitors
provided. But Apple has
confidence on their loyal
customer who identify the
difference between Apple and
other competitors products.
Moreover Apple does not
want to lose its competitive
advantages and this will assist
in maintaining its high prices
(Christopher, Payne and
Ballantyne, 2013).
Place Apple is the international
brand product and its watch is
easily available in different
areas of country market for
their customers such as US,
Canada, India, UK, South
Africa and so more. The brand
has carried strong distribution
channels which are of
immense help in developing
its goods obtainable for
consumers in the large market
area. In current time period, an
individual has to make a
booking for fitting and
showing of watch series 4.
The company has modified
their distribution policy and
Fitbit mainly promote and
sale their products and
services through online basis
where they gain attention of
large number of customers.
Fitbit products are sold
online through Amazon,
Fitbit can be found in various
department stores or shops
which include Walmart,
Target and Kohl's and they
are establish various stores in
international market place
where they attract domestic
as well as other nations
customers regarding their
Fitbit4 product (Marimuthu
and et. al., 2010). The Fitbit

also chose model which are
accessible at authorized retail
outlets of Apple. In current
time period, istock Now has
stock of Apple watch series 4
products which are distributed
in the market place. In
addition to this, the respective
firm also sells it watch range
on its website and official that
help in delivering services to
the customers in all over the
world. Hence, Apple is
targeting all over the world
and they are getting success in
this because of their brand
image and value in the market
place.
is available for customers on
online and their websites
where people can shop their
liked product. There are
various stores open of Fitbit
4 product which are willing
to buy by customers so they
can easily purchase them at
their near shop and through
online. Furthermore, it is
mass media product which
spread in all over the world.
The company has maximize
the distribution outlets and it
is the luxury brand goods.
Promotion Apple Watch series 4 is a
precise product and it is
projected in the market
consider as fashion accessory.
Apple has begun various
promotional activities in the
market for their new product
that can ware customers. The
company has also emphasized
with their special features such
as huge space and battery and
also focus on health fitness via
campaign (Biswas and et. al.,
Fitbit is an industry leader in
the wearable market place.
Fitbit is possessed around
22.2% of the market share in
the year of 2015 as compared
to their competitors. Along
with this they are promote
their goods on TV and
through magazines. They are
also using various types of
distribution channels such as
social media, internet, TV,
print media and so more

2013). They are promoting ads
campaigns through electronic
media such as internet and
TV. Apple watch was
extensively advertised in
Vogue magazines with 12
pages extend, mainly
concentrate on band styles and
body combination. Apple
basically provide their
services on high cost as its
products can only be
purchased by those individuals
who having high income
sources. Apple smart watch
also consider some unique
features for those who are
wants to take information of
their healthy schedule.
through which they can
spread awareness among
customers regarding their
new product. Fitbit advertise
their product on television on
small clip or ads which
promote their product among
customers. They also
promote their goods by
organizing campaign and
events for the people where
public are come to try their
new brand, activities are
conducted and there are
showing focus on product.
Fitbit provide various
coupons which assist in
accessing goods at lower
price for the consumers.
They also promote their
goods by organizing
campaign and events for the
people where public are
come to try their new brand,
activities are conducted and
there are showing focus on
product. These products
basically positioning on
affordable cost servicing for
medium income level
individual.

CONCLUSION
According to the above described report, it can be analyzed that marketing is very
complex work and it required planned and efforts, in the context of company, it should determine
the direction in which they require to go. Therefore, it must do market for target specific
customer who are mainly purchase their products and services. In this report, two companies
marketing mix is used for analyzing their extending position in the large market place for gaining
higher income and profitability in better manner. Apple watch is most successful brand which
demand is higher as compare to Fitbit2. The organization applied 4Ps for analyze their product
features, pricing policy, advertising sources and places where they establish store. On the basos
of such kind of activities an organization can easily develop and produce required goods for
providing satisfaction to target users.

REFERENCES
Books and journals
Dann, S., 2010. Redefining social marketing with contemporary commercial marketing
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Cătoiu, I., Vrânceanu, D. M. and Filip, A., 2010. Setting fair prices–fundamental principle of
sustainable marketing. Amfiteatru Economic. 12(27). pp.115-128.
Kubacki, K. and et. al., 2015. A systematic review assessing the extent of social marketing
principle use in interventions targeting children (2000-2014). Young
Consumers. 16(2). pp.141-158.
Smith, A., 2012. Introduction to sport marketing. Routledge.
Christopher, M., Payne, A. and Ballantyne, D., 2013. Relationship marketing. Taylor & Francis.
Liu, S. T., 2012. Solution of fuzzy integrated production and marketing planning based on
extension principle. Computers & Industrial Engineering. 63(4). pp.1201-1208.
Marimuthu, M. and et. al., 2010. Islamic banking: selection criteria and implications. Global
Journal of Human-Social Science Research. 10(4).
Biswas, A. and et. al., 2013. Consumer evaluations of sale prices: role of the subtraction
principle. Journal of Marketing. 77(4). pp.49-66.
Laczniak, G. R. and Murphy, P. E., 2012. Stakeholder theory and marketing: Moving from a
firm-centric to a societal perspective. Journal of Public Policy & Marketing. 31(2).
pp.284-292.
Christopher, M. and Peck, H., 2012. Marketing logistics. Routledge.
Online
Marketing principle. 2018. [Online]. Available through: <http://tinobusiness.com/4-basic-
principles-of-marketing/>.