Principles of Marketing - Assignment PDF

Principles of Marketing
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Executive Summary
The aim of this project is to prepare a comparative analysis of 2 undermentioned products- the
Apple watch series 6 and the Fitbit Versa 2. This analysis is based on the marketing mix of the
two above mentioned brands. The research shows Apple is unique in its design and marketing
strategies and also has outstanding features. On the other hand, Fitbit Versa 2 is comparatively
smaller and cheaper than the Apple watch series 6 and also has overwhelming features. Although
Apple is the number one owner of the market but Fitbit Versa 2 is also not lagging. It is also
emerging and has grabbed the fitness-oriented market.
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Table of Contents
Introduction......................................................................................................................................4
Findings...........................................................................................................................................4
Marketing Mix.................................................................................................................................4
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
Appendices......................................................................................................................................9
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Introduction
The assignment comprises a comparison between the effective application of 4 P's which include
Product, Price, Place and Promotion. The 6th series of Apple watches were announced on 15th
September 2020. Its shipping starts from 18th September. Its principal feature is that it comes
with a blood oxygen saturation monitor. The other features include It possesses S6 chip system
in package processor (SiP), has ultra-wideband antennas and watch IS 7 operating system. Its
dimensions are 40mm in width and 44mm in length. Its battery life is 18 hours and has a water
resistance of up to 50 meters. It also has a music storage capacity of 36 GB. Sleep monitoring
and GPS are other important features. In the year 2020 itself, there were 9.5 million units
shipments of the watch (appleinsider.com, 2021).
The Fitbit Versa 2 was released in September 2019. It comes with some amazing features which
include Amazon Alexa, heart rate tracking 24/7, sleep tracking. It also shows daily readiness
score, all-day activity tracker, provides sleep score, stress management score, guided breathing
sessions, oxygen saturation monitoring, breathing rate monitoring, skin temperature variation,
smart track automatic exercise recognition,20+ exercise mode recognition, swim-proof mode up
to 50 M, workout intensity map, personalized reminders. It also has 6 days battery life, storage
for 300+ songs.
Findings
Comparison of target Market
The target buyers of the Apple watch series 6 are technology lovers who have a passion for
knowing and using new technology. Moreover, the target buyers are from elite and economically
rich backgrounds as the price of the watch are quite high. Specifically, the watch is designed to
attract the buyers (both male and female) of the age group 20-45 who are technology freaks or
brand freaks and style statement conscious. They come under the office goers, college-goers and
business persons, newly married couples, families with children and grandchildren (sun et al.
2021).
The target market of the Fitbit Versa 2 is the fitness freaks and the people who try to live a
healthier lifestyle at a pocket friendly and affordable range. It also targets obese people who try
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