Principles of Marketing: Apple Watch Series 4 vs Fitbit 2

This report discusses the principles of marketing and analyzes the marketing strategies of Apple Watch Series 4 and Fitbit 2. It explores their target markets, product features, pricing, distribution channels, and promotional techniques.

Principles of Marketing

Executive Summary
The below discussed report is talked about the principles of marketing which is used by
the different organisations. The main objective of doing this report is to analysis two different
brands in the market. The chosen brands in this report is Apple watch series 4 and Fitbit 2. The
report talked about the market on which these brands are targeted. This report has been created
with the help of secondary research methodology where are the sources are used from the online
platforms. The companies have used different strategies which helps them to attract their
customers. Both the company provides both the platforms such as online and offline stores so
that their customers can avail their products easily which enhance their revenue and long run
goals of the organisations. Both the company uses effective promotional techniques and different
platforms such as newspapers, magazines, TV channels, their own websites and many others
which helps the company to attract their targeted customers in an specific manner. The below
can be concluded about the targeted market of the companies and the 4Ps which are used by the
companies and the different models which used by them in order to attain their set targets.

INTRODUCTION
Marketing is the action plan of the business which helps in promoting their goods and
services in the market which makes aware to their targeted customers about the products and
services. There are four principles of marketing which are used by every business organisation in
order to attain their set goals in desirable time period. This can be analysed by the four basic
principles which are Product, Price, Place and Promotion which helps the company to
interconnected and work together to attain the common goals (Balducci and Marinova, 2018).
This report is deals with the two brands and their marketing mix. The chosen brands are Apple
watch series 4 and Fitbit 2. Apple Inc. is an multinational technology company based in
America. The company designs, develop and sell the electronic devices such as laptops, mobile
phones, software etc. The company has captured 23.4 percent market share in the second quarter
of 2020 (Market share of Apple iPhone smartphone sales worldwide. 2021) In 2018 the company
has capture the sale of their products of more than 217 million iPhones and still the sale is
increasing day by day (Apple iPhone sales worldwide. 2021). The another chosen brand is Fitbit
2. It is an American Company which produces smartwatches, wireless- enable wearable
technology devices which are used to measure the data related to the number of steps which are
taken by the individuals, heart rate, sleeping time and mother things related to their health. Fitbit
has captured only 5.2 percent market share (Fitbit's share in global wearable device market
drops to 3% in Q1). The company has market size of $17,907 million in 2016 (Allied Market
Research, 2021). Further the report will talks about the marketing mix of both these product
brands and also the comparison of Target Market by the companies.
FINDINGS
Comparison of Target Markets
The report is based on two brands that is Apple watch series 4 and Fitbit 2. These both
have different targeted market which are discussed below separately:
Apple Watch Series 4
Apple is the brand which deals with the different products like iPhones, tablets,
computer, Mac books, Apple watches and many other (Bilovodska and et. al., 2020) . Apple
Smart Watches are produced y the Apple Inc. which was released in April,2015. It has become
the most saleable wearable devices.

The company has sole 4.2 million products in 2015. The targeted customers are 64% of
men and 34% of women. The company use to target the people who are between the age group
of 25-44. At present the company has targeted 43% of men and 57% of women. And the
company is focusing on age 44-54 which helps them increasing the sale of product (A p p l e i s
s t r e t c h i n g o u t i t s t a r g e t a u d i e n c e . 2 0 2 1 ). The company use to target upper
class of peoples in the society so that they can buy it. The company deals with the product who
are coming the head of luxury products (Eidani and et. al., 2017).
Fitbit 2
It is formally known as Health Metrics Research Inc. it is an American based company
founded by James park. It deals with the products like smart watches, activity trackers and other
products. The company use to target those individuals who lack motivation to be physically fit.
They use to target those customers who are over healthy, more concern about their health and
wish to monitor their accomplishments (Geranmayeh and Geranmaye, 2019). They must monitor
physical activities of people. They use to target younger generation who has doing their studies
or recently completed it.
Aakery's brand personality framework
It refers to an idea of an product at stratification of level. The inner most level is deal
with the customer's satisfaction by the products which are served by the company. The next level
deals with the basic things which helps the company to provide basic needs of their customers.

The next level deals with the basic plus characteristics which are generally expected by the
customers. Further, the next level augmented products which exceeds the customer expectations.
Last and final stage of the company where they provide such products which really distinguish
the offering from the competitors. The below picture has discussed about the same.
Product
Apple Watch Series 4
The brand use to satisfy their customers by providing them different variety of goods.
They provide customized good looking smartwatches to enhance their smartphones capabilities
(Harris, Ciorciari and Gountas, 2018). They produce their product with the use of fine materials,
attractive designs which helps the company to stand different from their revival companies.
Fitbit 2
The company use to produce the physical activities tracker products. They can use it to
track their daily activities throughout the day. The products are vary in their price and ability.
The watches not only monitors the steps taken but also track the pulse rate and GPS location. It
also provides the feature to control the music and see notifications which are coming on their
mobile phones it can be possible when the device is connected with their phones.

Both the Company uses Aakery's brand personality framework's Excitement which
appeals a younger demographic and energetic advertisements with the helps of unique and cool
ways of promotions.
Price
Apple Watch Series 4
The companies use to launch their products at higher price so that only targeted
customers can avail their products.. The company adopted clear marketing strategies which is
based on differentiation which stresses on the value of the product, capabilities and other
advantages so that organisation keeps higher margin of profits in their products as compare to
competitors (Khalifa, Abdel Gawad and Abdul Fadeel, 2021).
Fitbit 2
The company uses different price of strategies of their products so that they can attract
their customers in an different ways.
Both the companies adopted pricing strategies according to their targeted customers. The
companies use to develop their strategies to decide their prices of the products.
Place
Apple Watch Series 4
The company provides their product in many places and as close as their targeted
customers. They use to reserve their places in each company to sale their products (Lin, 2020).
The customers can buy their products directly from the store of the company and other
authorised dealers or from the online platform.
Fitbit 2
The company provides an online platforms to buy their products such as Amazon. The
products are also available in departmental stores (Taylor, 2019). It helps the customers to buy
these products from both online and offline platforms.
Both the chosen brands provide online and offline stores which use to maximise their
distribution of their products at outlets and also on online platform.
Promotion
Apple Watch Series 4

The company use to invest the large sum of money to promote their products at different
platforms. They adopt different techniques to promote their products. They always use to
promote their products on their websites, newspapers, TV channels, magazines and other online
platforms.
Fitbit 2
The company use different techniques to promote their products which will enhance their
sales and their profitability (Medrano, Cornejo-Cañamares and Olarte-Pascual, 2020). They must
use so many techniques to promote their products on the targeted customers. The company deals
with the affordable products which can be easily afforded by the customers.
The company uses different platforms like cinema,TV, outdoor, media, mobile, own
websites and other platforms in order to promote their products on their targeted customers
(Tewary, 2019) (Vente-Vuscan, 2019).
CONCLUSION
The report can be concluded that the two chosen brands that are Apple watch Series 4 and
Fitbit 2 has used the 4Ps of marketing mix to analysis their products, price, place and promotion.
There are several techniques which are adopted by the companies to attain their set desires and
satisfy their customers with their quality of products. The Apple Watch series 4 has adopted
successfully the applications of the 4Ps. Both the brands must adopt the techniques which helps
them to enhance their sale of products in an effective manner.

REFERENCES
Books and Journals
Balducci, B. and Marinova, D., 2018. Unstructured data in marketing. Journal of the Academy of
Marketing Science, 46(4), pp.557-590.
Bilovodska and et. al., 2020. Environmental Packaging In Trade Logistics And Innovative
Entrepreneurship Based On Internet Marketing Online Research And
Communications. Studies of Applied Economics, 38(3 (1)).
Eidani and et. al., 2017. Marketing the Lost Chain of Ports. In Proceedings of the 19th
International Marine Industries Conference (MIC2017). Iranian Association of Naval
architecture and Marine Engineering.
Geranmayeh, M. and Geranmayeh, M., 2019. Evaluation and study of effective factors in
absorbing the sources by marketing mix in Bank Saderat Iran. Jounal of Marketing
Management, 14(44), pp.95-111.
Harris, J.M., Ciorciari, J. and Gountas, J., 2018. Consumer neuroscience for marketing
researchers. Journal of consumer behaviour, 17(3), pp.239-252.
Khalifa, T.F., Abdel Gawad, M. and Abdul Fadeel, A.M., 2021. Correlation between adopting
marketing as a business orientation and its effect on exporting in the textile firms of
Egypt’s industry. International Design Journal, 11(2), pp.23-33.
Lin, C.C., 2020. Enhancing pregnant woman's interaction with BASSINET MOTHER and
BABY CARE CENTER through social marketing: planning and implementation.
Medrano, N., Cornejo-Cañamares, M. and Olarte-Pascual, C., 2020. The impact of marketing
innovation on companies’ environmental orientation. Journal of Business & Industrial
Marketing.
Taylor, M., 2019. Evidence Based Marketing: Using Principles from the Profit Impact of Market
Strategies (PIMS) Project by Benchmarking UK Firms and Global Sportswear
Manufacturers (GSMs) Marketing Expenditure (Nike, adidas, VF Corp, Under Armour,
Puma, Anta and BasicNet SpA). www. thecasecentre. org, (CASE-).
Tewary, D.K., 2019. Social marketing and public health: An exploratory study on assessing
people's behaviour towards social advertisements. South Asian Journal of Marketing &
Management Research, 9(1), pp.4-20.
Vente-Vuscan, B.S., 2019. Educational marketing-general considerations. EDUCAȚIA OMULUI
DE AZI PENTRU LUMEA DE MAINE, 16(2), pp.40-47.
Online:
Market share of Apple iPhone smartphone sales worldwide. 2021 [ online] Available
Through:<https://www.statista.com/statistics/216459/global-market-share-of-apple-iphone/>
Apple iPhone sales worldwide. 2021 [Online] Available Through:
<https://www.statista.com/statistics/276306/global-apple-iphone-sales-since-fiscal-year-2007/
#:~:text=In%20their%202018%20fiscal%20year,stayed%20relatively%20stable%20since
%20then.>
Fitbit's share in global wearable device market drops to 3% in Q1[Online] Available Through:
<https://telecom.economictimes.indiatimes.com/news/fitbits-share-in-global-wearable-device-
market-drops-to-3-in-q1/76154167#:~:text=Among%20the%20top%20five
%20wearables,International%20Data%20Corporation%20(IDC). >

Allied Market Research, 2021 [Online] Available Through:
<https://www.alliedmarketresearch.com/fitness-tracker-market >
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