Analysis of Marketing Mix Strategies for Apple and Fitbit Watches

Principles of Marketing

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

EXECUTIVE SUMMARY
The aim of this report is to analysis and implementation of combination of 4p's of
marketing mix to know how successfully Apple and Fitbit applied these elements for their
products of series4 and series2 watches. Secondary research method is used for findings. As per
the study it is observed that Fitbit's planning for marketing is more effective than Apple.
INTRODUCTION
Marketing mix is described as a process of planning and combining all the elements of
marketing for accomplishment of objectives and purpose of organisation (Wu and Li, 2018). It
includes a number of components like 4p's that are Place, Promotion, Product and Price,
important for a company to increase accessibility of its business. Effective implementation of
marketing mix helps the company in successful marketing of a good or product.
American multinational technology company Apple launched its series 4 watch in 2018
at a press conference of company (Apple Watch Series 4, 2020). This waterproof and fitness
tracking watch introduced with additional feature of electrocardiogram which shows heart beats.
Fitbit consumer electronics and fitness company of America introduced its versa2 watch
with great features of fitness and sleep tracking. This hits the stores on 15th September (FITBIT
VERSA 2 ,2019).
In this report target market of Fitbit and Apple is discussed with comparison. Further
product, place, price and promotion strategies are analysed with comparison to find out the
effectiveness of marketing mix implementation.
FINDINGS
Comparison between the target market of Apple and Fitbit:-
Apple's series 4 watches is re-designed product with exclusive innovative modifications
such as- 30% larger display, ECG function, gold colour and some more. While Fitbit2 is most
preferred fitness tracking watch with new features like – smart alarm, new sleep tools, heart rate
and many more.
Target Market –
Target market is refers as the group of customers at which goods and services aims to satisfy
needs and wants of customers that are important in context of effective business operation
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