Principles of Marketing Report

This report compares the marketing mix strategies of Apple Watch Series 4 and Fitbit 2, analyzing their target markets, product features, pricing, distribution, and promotional campaigns. It also examines their brand personalities using the Aaker brand personality model.

Principles of
Marketing

EXECUTIVE SUMMARY
The aim of the report is to identify the principles of marketing. In present study
secondary sources such as company websites, books, journals etc. will be used for analysing the
effectiveness of marketing mix of Apple watch series 4 brand and Fitbit 2. Marketing is the
important function of companies which helps them in increasing the sales as well as profitability.
It also supports an enterprise in accomplishing the desired objectives. It has been found that
apple company has been successfully in applying the 4 Ps in appropriate manner. Designing as
well as packaging of the products have great influence on customers. In addition to this, it is the
brand personality which encourages customer to buy product or services.

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................5
MAIN BODY ..................................................................................................................................5
Brief description of Brands ........................................................................................................5
FINDINGS ......................................................................................................................................6
Comparison of Target market ....................................................................................................6
Comparison of marketing MIX ..................................................................................................6
CONCLUSION AND RECOMMENDATION ............................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be defined as the actions of company which has been taken in order to
promote as well as sell products or services. It is an activity which includes market research as
well as advertisement. Principle of marketing is basically an idea which can be used by the
companies in order to improve their promotional activities.
The report have focus on comparing the way two brands that is apple watch series 4 and
Fitbit2 applies marketing mix for accomplishing desired objectives. Study will also include the
detailed target market profile of each brand.
MAIN BODY
Brief description of Brands
Apple watch series 4 , it is a new watch launched by the Apple company. Apple Watch
Series 4 is Apple's newest smartwatch, announced at a September 12. The new series offers a
number of disruptive technologies which will expand the appeal of wearable device. New apple
watch series 4 is considered to be a game changer. It is a new designed of watch launched by
Apple company. Apple watch series 4 consists of 64 bit S4 processor. The special feature of the
product which has attracted most of the customers are an integrated speaker which is fifty
percent louder than other models (Hunt, 2018.). In addition to this, Unique feature of apple
watch series 4 is that it automatically detects falls and in case an individual lays immobile for
specific time then an emergency SOS call could be made to family members. New apple watch
series 4 allows an individual to monitor their heart beat. Apple company has market share of
21.5 percent. Series 4 brand of apple has able to capture forty one percent of market share
globally (Armstrong and et.al., 2015).
The Fitbit is American brand. An organization sells the varieties of products such as
activity trackers, wireless enabled wearable technological devices, etc. The Fitbit 2 brands of
Fitbit company is basically ha unique feature that it enables an individual to measure the heart
rate plus it is a Wristband. It is a product which can be helpful in tracking different activities
such as sleeps exercises etc. Fitbit 2 includes advance fitness features. An individual can make
call using the Fitbit wristband. In addition to this, it also allows people to measure their pulse as
well as heart rate (Karjaluoto, Mustonen and Ulkuniemi, 2015.). Unique feature of product is
that it has sleek design with an interactive OLed display. The market share of Fitbit presently is
21.7 percents. An organization has earned sales revenue of 5 million Us dollars within a time

span of five years. Fitbit charge 2 brand was released during 2016. The main purpose of
launching the brand is to empower as well as encourage people to live healthier life.
FINDINGS
Comparison of Target market
Apple watch series 4 is considered to be as a unique brand which not only target its
existing clients, but it also creates as well as expands their consumer market. Apple watch series
4 Target people those who have unique needs in context of electronic gadgets. Brand is mainly
targeting the teenagers for selling the new apple watch series 4. In addition to this, a new apple
brand is planning to target apple fans as well as power users as their target customer group, An
enterprise will also target business professionals for selling series 4 smart watch (Andrews and
Shimp, 2017.).
` Demographic segmentation is the strategy which is adopted by Apple watch series 4
brand in order to divide large market into small segments. New brand that is apple watch series 4
has been developed by organization based on life cycle, age, and occupation of the customers
(Mullin, 2018).
On the other hand, the target audience for fitbit 2 charge brand is women belonging to
the age of thirty five to fifty-four years of age. Reason for which Fit bit charge 2 brand has
selected woman belonging to the age of 35-44 as their target customer group because this is the
age when people begin to get serious about their health and have the resources to purchase a
fitness tracker (Parsons and Lepkowska-White, 2018). In addition to this, business entity is
planning to target those people who are health conscious such as athletes.
Comparison of marketing MIX
Marketing mix elements Apple watch series 4 Fitbit 2
Product It works well with I phones.
The apple watch series 4
comes with the unique feature
of loaded applications which
works seamlessly with I phone
(Powell and Osborne, 2020).
In addition to this, the two
The biggest strength of Fit 2
is that its compatible to mobile
phone platforms.
In addition to this, fitness
application enables an
individual to get notifications.

unique feature of brand is that
there is inbuilt electronic
cardiogram which helps in
monitoring of of heart beat as
well as fall detection.
Apple watch series 4 products
comes in aluminum or steel
cases.
Apple watch series 4 is
basically a resigned product
with new display as well as
thirty percent large screen.
Apple smart watches are
available in specific colors.
The original gold Edition
watches came with Sport
bands and leather straps.
Fashionable brand value an
apple company is trying to
portray.
The watch series 4 has unique
functions that it enables an
individual to track health,
walkies talkie mode, to
measure heart pulse etc.
In addition to this, Fitbit 2
develop s the product design
as well as features considering
the needs as well as demand of
customers. An organization
has much focus on quality ,
features, packaging etc.
Fitbit offers Fitbit2 watches in
different colors. Fitbit charge 2
has diamond shape design and
silicon band..
The family brand value Firbit
charge 2 is trying to portray.
The Fit bit charge 2 has unique
function which includes
recording workouts.
Price Apple watch series 4 is are sell
by organisation at reasonable Current brand image is
consumer perceive fit bit

cost.
Skimming pricing strategy has
been adopted by an
organization.
charge 2 more expensive
products.
Price penetration strategy has
been used by the Fitbit.
An organisation offers
middler range products.
Place Apple watch has direct sales
channels through which its
distributes its products or
services to customers. In
addition to this, Apple
company has its own stores
through which it sells apple
series 4 watches.
An organization also has
Online store through which
business entity offers its
complete product portfolio.
An organization has formed
strategic partnership with other
companies in an industry in
order to sell as well as
distribute its products to
customers (Singh, 2018).
Promotion An organization makes huge
amount of investment on
promoting its new brand,
products as well as services.
In addition to this, an apple
company has launched the
open box sales scheme in order
to attract customers and
influence them to buy apple
watch series 4 (Titus, 2018.).
An organization utilities the
discounting pricing strategy
for encouraging the people to
buy Fitbit charge 2 brands.
High profile advertising is the
strategy which is used by the
company for promoting brand
that is Fit bit2.
An online advertisement is the
marketing strategy which has

been used b y Fitbit.
Aakers brand personality model
The products offered by Apple company have daring as well as spirited personality.
Newly launched apple watch series 4 has an effective screen dimensions as well as display
quality. An organization gives series of memorable advertisement which has positive as well as
long lasting effect on consumer minds (Turban, Outland and Turban, 2018.).
Sincerity: Products offered Apple company is accepted by people as it is genuine. In addition to
this, an organization also offers Quality products at low price. On the other hand, Fitbit is well
as known as family oriented brand. As consumer in the market have perception that an
organization sincerely have focus on fulfilling their needs.
Excitement : Goods offered by apple has spirited as well as daring personality. An organization
makes huge capital investment on executing market research in order to make the goods more
innovative. Whereas, Fitbit 2 intends to become independent as well as unique brand..
Competence: Products offered by apple are reliable as they are made up of good quality of raw
material. On the other hand, Products offered by Fitbit consist of advance technology which has
FIT 2 watch different from the other products of similar nature. In addition to this, product
offered by the fitbit charge 2 is intelligent. For instance, fit bit charge 2 that unique features that
it detects falls and emergency call can be made easily.
Sophistication : In context of new brand that is apple watch series 4 an organization is taking
high initiative for improving the quality of product and for developing the image of new brand
as luxurious and glamorous. Fitbit concentrates on developing the image as charming brand
image.
Ruggedness : Apple watch series 4 is tough and strong. On the other hand, Fitbit concentrates on
making the product good looking.

CONCLUSION AND RECOMMENDATION
From the above report it has been summarized that it is the brand personality which
effects the trust as well as attachment of consumer towards brand. It has also been concluded
from the study that marketing activity has direct effect on the customer behavior towards
specific brand. It has been concluded from the above report that apple company has been more
successful as an organization has applied all 4 P's in appropriate manner. It has been found
during the study is that companies has applied four P's of marketing mix in their promotional
plan in order to achieve desired objectives.
It has been recommended to apple company that as the series 4 watch has unique feature
of integrated fall detection system, an organization can easily target people belonging to older
Illustration 1: Brand personality framework
Source: (Aakers brand personality model, 2016)

age. In addition to this, business entity can also target those people who are engaged in
hazardous Job. Both the companies are provided with suggestions to use social media platform
for marketing, as this will assist them in promoting their brands, products or services at large
scale. Both firms are provided with suggestions to conduct the market research and considering
the needs of customers they are required to plan 4 P's of marketing mix which will assist them in
accomplishing desired outcomes.

REFERENCES
Books and Journals:
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Hunt, S.D., 2018. The prospects for marketing strategy and the marketing discipline in Era V: is
the prognosis promising or problematic?. Journal of Marketing Management.34(1-2).
pp.86-95.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing. 30(6). pp.703-
710.
Titus, P.A., 2018. Exploring creative marketing thought: Divergent ideation processes and
outcomes. Psychology & Marketing.35(3).pp.237-248.
Mullin, R., 2018. Promotional marketing. Routledge.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Powell, M. and Osborne, S.P., 2020. Social enterprises, marketing, and sustainable public service
provision. International Review of Administrative Sciences.pp.0020852317751244.
Singh, S.K., 2018. Relationship Marketing In Competitive World an Essential Strategy. GST
Simplified Tax System: Challenges and Remedies.1(1).pp.390-349.
Titus, P.A., 2018. Exploring creative marketing thought: Divergent ideation processes and
outcomes. Psychology & Marketing.35(3).pp.237-248.
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2018. Marketing and
advertising in e-commerce. In Electronic Commerce 2018 (pp. 361-401). Springer,
Cham.
ONLINE:
Aakers brand personality model. 2016. [Online]. Available through
:<http://www.superskill.com/aaker-brand-personality-dimension/>.