Process of Planning and Executing Marketing Activities

Running head: MARKETING MIX
MARKETING MIX
Student’s Name
University Name
Author note

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MARKETING MIX
Introduction
The process of planning and executing all the marketing activities of a business
organization including pricing, promotion and distribution of products and services to the
target consumers in exchange of a price and to meet the needs and demands of the consumers
in called as marketing. It is considered to be a management process which analyzes the needs
of the consumers and takes actions to meet their needs. The purpose of this report is to
evaluate the effectiveness of marketing mix and STP of the brands Apple and Fitbit.
Discussion and analysis
Comparison of Target Markets – STP (segmentation, targeting and positioning)
Apple watch series 4
Segmentation (Andrews 2014)
Type of segmentation Target segment
Geographic segmentation  Targets the people in United States as
well as the international market.
 It mainly focuses on urban
population.
Demographic segmentation  Age group – 20 -50 years of age
 Gender – Focuses on both Male and

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MARKETING MIX
Female
 Life cycle stage – Bachelors \ Married
couples
 Income – High income earners
 Occupation – Professional workers /
Students / executives
Behavioral segmentation  High degree of loyal customers
 Switchers
Psychographic segmentation  Upper class consumers
 Tech savvy consumers
Targeting
Apple targets the regular watch users and enhances the product with specific characteristics.
The product is mainly directed to the people preferring innovation and latest technology.
Considering the special characteristics of the product, only well informed brand driven
technology consumer with high income are target (Nuss et al. 2019). Consumers preferring
innovation and technological devices with elegant and trendy devices are targeted.
Positioning
The positioning of Apple watch series 4 is related with the simple designing of the product
with easy view screen, technological advancements and differentiated appearance such as
easy view screen and designing (Bai et al. 2018).
USP of Apple watch series 4 – “An ultimate device for a healthy life” (Apple 2020)

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MARKETING MIX
Fitbit2
Segmentation (Batat 2019)
Type of segmentation Target segment
Geographic segmentation  Targets the people in United States as
well as the international market.
 It mainly focuses on urban
population.
Demographic segmentation  Age group – 25-44years of age
 Gender – Focuses on both Male and
Female
 Income – Middle to High income
earners
 Occupation – Professional workers /
Students / executives
Behavioral segmentation  “fitness freaks”
 Well educated consumers
 Health conscious consumers
 Sporty and energetic consumers
Psychographic segmentation  Upper- middle class consumers
 Tech savvy consumers