Analysis of Marketing Mix for Apple Watch vs Fitbit

The provided assignment is an analysis of the marketing mix for Apple Watch and Fitbit. The report concludes that marketing mix is essential for companies to make decisions regarding product placement, target market, and branding. It also highlights the importance of effective tactics such as segmentation, positioning, and targeting in making these decisions. The report further notes that the 4Ps (product, price, place, and promotion) are crucial in delivering the right message to customers and building brand loyalty. The analysis focuses on the product and price aspects of marketing mix and their impact on branding and long-term sustainable development.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of Apple watch series 4..............................................................................................3
Overview of Fitbit2.....................................................................................................................4
Difference between Apple watch series 4 and Fitbit charge 2 on the basis of marketing mix...4
Conclusion.......................................................................................................................................7
Books and Journal.......................................................................................................................8

INTRODUCTION
Marketing is a process of creating, communication, advertising and delivering product to
the existing as well as potential customer. Department of Marketing appeal target customer
through celebrity endorsement, digital marketing tool, slogans and packaging design. The
principle of marketing mix includes product, price, place and promotion which plays a valuable
role in developing effective marketing strategy (Armstrong, et.al. 2014). For better
understanding of this report two competitive brands has been taken and they are Apple as well as
Fitbit. Apple is multinational technology company that deals in electronic devices like laptop,
mobile phone, smartwatches as well as entertainment devices like multimedia player or
television. Here, discussion will be made on Apple watch series 4 which is a fitness health
tracking smart watch. It is a water resistant watch that can be used for shallow water activities.
On other side, Fitbit is an American third largest company that deals in wearable technology
devices like smartwatches that track the activity of an individual like their heart rate, number of
steps covered in a day, sleeping pattern etc. Among various model one of the products of
respective company is Fitbit2 which is water resistant that protect watch from few splash of
water and sweat. In this report comparison will made in between respective brands that is Apple
series 4 and Fitbit2 on the basis of marketing mix.
Overview of Apple watch series 4
Apple is worldwide known brand for its innovation and technology. Being a market
leader it basically charges premium price to high class people by positioning itself as status
symbol. Moreover, to reach its target market that is premium customer it uses various channel
like its own retail outlet, online channel and so on. Apple is a market leader of brands like iPad,
currently its market share is enormous due to which respective brand invest that fund in its other
product range like smartphone. As the future market growth opportunity of smartphone is very
high in comparisons to iPad. One of the prestigious product of Apple is its watch series 4 which
is newly launched. The model of this watch is redesigned and are far better than existing model
like its storage capacity is way far better than older version. Along with that it helps an
individual to remain connected, healthy as well as active. Apple keeps on releasing new models
of smartwatches as it brings good return to company and it is expected that its market will
flourish in future (Kotler and Armstrong, 2015).

Overview of Fitbit2
Fitbit is again an American company for wearable devices, in its introduction and growth
phase they captured the interest of lot of innovator and early adopter due to which their business
gathered huge customer base. Moreover, it is a market leader in wellness and health field as it
cater the demand of all genders to lead healthier as well happier life. Respective brand has also
launched personalised app like Fitbit app for android, iOS as well as Window 10 mobile user.
The purpose of this application is to track the health of its user. They keeps on releasing various
model, features as well as design of smartwatches like Alta HR, which is slimmest fitness
smartwatch that tracks the heart rate. Similarly, Fitbit charge 2 helps an individual to remain
health conscious as it provide the information related to various activity like step count, health
rate,number of calories burned, quality sleep and so on.
Difference between Apple watch series 4 and Fitbit charge 2 on the basis of marketing mix
Marketing Mix: Marketing mix refer to the set of elements that helps a company to
market their product for existing as well as potential customers. In simple words, marketing mix
include product, price, place and promotion tool to handle right product to right customer at right
market through suitable promotional tool (Jobber and Ellis-Chadwick, 2012).
Basis of difference Apple watch series 4 Fitbit2
Product  Apple watch series 4 is a
significant brand not only for
them who are gym freak or
athlete. But also for them
who want to remain healthy
as well as fit. Furthermore,
the smartwatches of Apple
contains the features like
distance travelled, calories
burned, heart rate etc.
 Apart from fitness application
the smartwatches of Apple
including its series 4 also
 Fitbit2 smartwatch contains
fitness measuring feature
like number of steps taken,
calorie burn, heart rate,
sleep patter and so on.
Moreover, respective brand
receive notification related
to text messages and caller
ID (Lees-Marshment, J.,
2014).
 Apart from following
described features it don't
run various non fitness

support multiple non fitness
application.
 In terms of features, the
battery backup of above
mentioned company is 18
hours which is less in
comparison to fitbit's product.
 Apple in term of
smartwatches has mainly
targetted to adult and youth
(Smith, 2014)
application.
 The battery life of Fitbit2 is
way far better than its
competitor that is Apple.
 They have targeted to
various age group including
youth, adult as well as kids.
For instance, its Versa and
Ace are launched to track
the activity of kids.
Price  Apple has always followed
premium pricing strategy
based on differentiated
product including respective
brand. They have never been
into penetration pricing to
capture the market share.
 Apple has released its series 4
as a luxury watch in field of
smartwatches like it starts
from $399. Moreover, for
skimming pricing strategy
they mainly target to high or
high middle class society.
 Fitbit offers various models
of innovatively designed
smartwatches. They
basically uses competitive
pricing strategy to capture
the huge market share and
gain competitive advantage.
 Fitbit 2 smartwatches start
with approx $150.
Moreover, customer find
their pricing strategy are
worthy to pay as they get
premium quality product at
optimum price (Ennew,
Waite and Waite, 2013).
Place  Apple cover various
geographical area of both
 Fitbit serve their products
that mean smartwatches

developing as well as
developed country to reach
its customer. It operate its
business in more than 20
country including US,
UK,Asia, Europe and so on.
 Apple product including
series 4, uses direct channel,
indirect channel , their own
retail store, online platform
via website to make the
product available to
customer.
 With the increase opportunity
in the market of
smartwatches, Apple is
making lot of investment by
redesigning and launches new
smartwatches with additional
features. For instance the
additional features of above
mentioned brand are that its
display is much more larger
than older version, ECG
feature in new in this model,
has Bluetooth features and
many more. These attributes
of product generate the
attention of target market and
widen the geographical reach
of company for its product.
worldwide. It is third largest
company in term of
wearable devices.
 Fitbit 2 smartwatches are
either purchased online or
through the website of
company. Furthermore, they
don't have their own retail
stores unlike Apple.
 To maintain the pace in
field of smartwatches, Fitbit
keeps on modifying the
design on the basis of trend,
preferences and trend of
customer. For instance,
Fitbit2 has option of
interchangeability of strap,
water resistance capacity,
earlier it had only tap
facility but now it is
touchscreen. Hence, these
innovative attributes of
product increase the reach
of brand for different
market.

Promotion  Promotion helps in
communicating the
usefulness of brand to
customer due to which Apple
makes huge investment in
promoting its brand through
different medium like print
media including magazine
and newspaper, mobile
advertisement, celebrity
endorsement, billboard, also
with the help of its co brand
(Apple Watch vs Fitbit
Charge 2 Best Fitness
Tracker. 2019).
 Fitbit mainly promote its
brand through
advertisement on television
and print media widely
include newspaper and
magazine. Apart from that
respective company
organises or sponsor various
event to promote their
smartwatches including
fitbit2. Hence, these
promotional tools helps in
creating huge market buzz
and finally lead to enormous
sales of various product.
CONCLUSION
From the above report it has been concluded that marketing mix is an essential part of
company that include product, price, place and promotion to make several decision in relation to
wide range of brands. Moreover, with the help of marketing mix company can focus on placing
right product, at right market to right customers by delivering right message in context to
product. Furthermore, marketing mix assist company by implementing effective tactics regarding
segmentation, positioning as well as targetting decision like on the basis of product segmentation
as well as targetting decision are taken. Similarly, positioning decision are taken on the basis of
price of commodity. Therefore, above decision which are related to product and price have direct
impact on price and promotion of brand. Thus, these 4P's for goods are considered significantly
it can give huge return to company by building brand loyal customers and help them to gain long
term sustainable development.

REFRENCES
Books and Journal
Armstrong, G., et.al. 2014. Principles of marketing. Pearson Australia.
Kotler, P. and Armstrong, G., 2015. Principles of Marketing-Global Edition. Pearson.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Smith, M. C., 2014. Principles of pharmaceutical marketing. Routledge.
Ennew, C., Waite, N. and Waite, R., 2013. Financial services marketing: An international guide
to principles and practice. Routledge.
Online
Apple Watch vs Fitbit Charge 2 Best Fitness Tracker. 2019. [online]. Available through:
<https://www.ikream.com/2019/02/apple-watch-vs-fitbit-charge-2-best-fitness-tracker-
2019-27675>.

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