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Principles of Marketing of Apple and Fitbit

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Added on  2020-12-30

Principles of Marketing of Apple and Fitbit

   Added on 2020-12-30

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PRINCIPLES OFMARKETING
Principles of Marketing of Apple and Fitbit_1
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Introduction to Apple watch and Fitbit..................................................................................1Comparison of target market..................................................................................................3Comparison of 4Ps.................................................................................................................3CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
Principles of Marketing of Apple and Fitbit_2
EXECUTIVE SUMMARYThe aim of the PRINCIPLE OF MARKETING report is to identify and comparemarketing strategy of chosen brands. The chosen brands are Apple watch and Fitbit. Forcomparing and contrasting the basic component of marketing i.e. 4Ps had been used and it hasbeen evaluated that both the brands developed and implemented their marketing tactics to marketeffectively both the products in the marketplace. The analysis evaluates that Fitbit is a toughcompetitor in the market that gain all the low to medium price consumer by maintaining theirprice to the low level and adopting low pricing strategy. Fitbit watches and Apple Watches aresimilar in many terms and they target those people who do not afford the iWatches in the market.INTRODUCTIONPrinciples of marketing consist four main components; price, product, place andpromotion and for an effective marketing strategy the components need to be used correctly. Thepresent study aims to evaluate the marketing strategy of Apple watch series 4 and Fitbit2. Applewatch is the product line of Apple Inc. and Fitbit brand operates and market their products underFitbit Inc. Market share of Fitbit's wearable device unit shipments was 8% in 2018 and applewatch market share is 26.8%. The study will evaluate the competitive positioning of both thebrand in the market and their target market strategy will also be analysed. MAIN BODYIntroduction to Apple watch and FitbitApple watch 4Apple watch is a product line of smartwatches designed, developed and marketed byApple Inc. The apple watch series 4 was introduced on 12 September 2018 (Ahuja, 2016).1Illustration 1: Market Share 2018(Source: Market Share Of Wearables, 2019)
Principles of Marketing of Apple and Fitbit_3

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