MG412: Apple Watch Series 6 vs. Fitbit Versa 2 Marketing Mix Report

This report provides a comparative analysis of the marketing mix strategies employed by Apple (Apple Watch Series 6) and Fitbit (Fitbit Versa 2). The report begins with an introduction to both brands, followed by an examination of their respective target markets, considering factors such as age, gender, social class, and product life cycle. The core of the analysis focuses on the 4Ps of marketing: product, price, place, and promotion. For each element, the report details how Apple and Fitbit approach product development, pricing strategies, distribution channels, and promotional activities. The report highlights the brands' competitive advantages and disadvantages, examining how their marketing mix contributes to their brand positioning and market success. The study draws on secondary research to support its findings and concludes by summarizing the key differences and similarities in the marketing approaches of the two brands.

PRINCIPLES OF MARKETING MIX

Table of Contents
INTRODUCTION...........................................................................................................................1
APPLE....................................................................................................................................1
FITBIT....................................................................................................................................1
Target Market...................................................................................................................................1
Apple......................................................................................................................................1
Fitbit.......................................................................................................................................2
Product/Brand..................................................................................................................................2
Apple .....................................................................................................................................2
Fitbit.......................................................................................................................................2
PRICE .............................................................................................................................................3
PLACE ............................................................................................................................................3
PROMOTION..................................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
APPLE
In this era, everyone know about the brand Apple. It's popularity is in all over the world.
The company was established in Cupertino (California) on 1st of April and incorporated on 3rd of
January. It is known for its manufacturing and designing for computer software and customer
electronic products. The company is well-known about the iPod, iPhone etc. The company
having more than its store about 250 in nine countries and through online software and hardware
products are sold. Initially company was called as Apple Computer but afterwards Computer was
removed. They are continue evolving in terms of technology which has unique in features which
are changing the world of technology on parallel (Kopalle and et. al., 2017).
FITBIT
Fitbit is also well-known brand but not as much as compare to Apple. In early 2007 the
'Fitbit was founded and the founder were the James Park and Eric Friedman. They saw that there
is potential for using sensor in small and even in wearable devices. They go for round of
potentiated investors because initial fund of $400000 was not enough. The idea was awesome.
So they though for pre-order of 50. But they got 2000 orders in their first day and like this their
beginning started. They are continue improving their tech and launched other product like tracker
etc. They continue adding different features in the watch. Which was impossible to think in early
times.
Target Market
Apple
Target market are decided by using the segmentation technique. This segmentation
created the targeted groups of customer for the Apple watch series 6. These are based on the age
like child, young, adult and old. The products are for both the gender for male as well as female.
By using the segmentation technique Apple give the reason for use the Apple watch series 6.
Through which they are able to create customer on large scale. The attention towards the brand
and its reasons can make their customer to buy their product. On context of social class they
targeted the higher class due to their high cost. They well know that Lower class are not able to
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afford their high price products. The level of life cycle of the product are good enough due to
their quality of product.
Fitbit
They are continuing maintaining their customer support for resolving their consumers
issues. They are targeting the market by allowing the lower price to their customer instead of
high price. Which is key factor of attention in the mind for their targeted customer (Kotler, P.T.,
2019). They also provide the challenges to the customer and to share to their love once as their
marketing strategy. Involving in donating attracts the customer to aware about their brand and
their product. Due to their low price middle class are able to afford their product which attracts
the all age person with both gender. Due to it technology people get to know about the new
technology and many more (Truong, V.D. and Dang, N.V., 2017).
Product/Brand
Apple
Due to upgrading the tech which is in continue in time which is more source of attention
for their customer. Which increases the interest of customer of high class by their high pricing
which make them different and gives the pleasure of having the latest tech product within their
circle. They having the latest shape and continue upgrading their shape which give the latest look
for their product. Packaging of the product is adorable which can attracts the customer and due to
the bragging psychology they are wanted in the list of product. They generally use the different
colour for the same product for giving the choice to the customer for choosing their product on
their choice (Castaldo and et. al., 2020).
Fitbit
They are having the latest sharp for the attention seeking of their customer which is so
penetrating the mind to have such type of product which are latest in the market and due to
valuable product pricing they are always been in demand. Their packaging includes the all
accessories with the product which is also key factor for the attention towards the brand product.
Fitbit regularly increases the specification which allow customhouse to get more engage and
spending lots of time with their product. Their colour scheme give their customer to customize
the face according to their mood. Which having lots of difference. Such that brand is maintaining
its brand position in the market.
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PRICE
Price is the core element of any product, usually a product is identified by the value and
value is indicated by the price. Pricing strategies are adopted due to the product variability. The
context of price very liable and verified, pricing done by the total cost analysis. Pricing strategies
in preface of premium has been generally venue by the apple and fitbit versa. Apple have their
premium and open accounts for the user, they launched every product in face of stability, style in
the user. They attract user by the qualitative pricing, apple provide best key feature as a success
brand. The fitbit provide the same key feature within the range of apple, sometime higher and
sometime lower with the prices. The fitbit have many product with of many ranges, comparison
of apple series 6 with fitbit versa 2, price is maximum in the case of apple while the feature are
same. But fitbit provide same specification in the low price that attract the market to buy. Apple
priced higher than the average prices and it generally helps this brand to built a high quality
image in the market. Apple is suggested out to be the disadvantage for the company when the
market suffered form the global recessions and customer want cheaper product at that time.
PLACE
It state that a location where the availability of the product is determined. Product should
be available easily to the customer from where they can find the product easily and fast. Apple
have a good brand name, everyone knows about the total number of product and price of apple.
Apple was a successful brand far many year. Apple identified himself with their pricing and have
some trusted place, the place of apple are fixed (Farris and et. al., 2017). They had fixed place to
sells their product and services. The number of user of apple is variable moreover they target
market with rich communities with high purchasing value. The fit bit target the market with
intermediate to rich so the place are not fixed sometime they go with urban and rural both. They
target both the market with their various brand and level of price.
PROMOTION
Promotion is like a set of activity to promote the product and sale of the company. It is
crucial marketing mix approach. Promotion is one of the major components in marketing mix
because there are a huge possibility to increase the marketing value of a product. Apple promote
their product by commercial ads and print ads. They usually focused to make segmentation like
how their product are different form the opponents product. They make an impact to user by
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splashing their product. Make a organic flash by z black variation of product to attract the people
. The apple launched their product in print ads will run throughout the product life. The ads of
the product are very simple and hit the point, focusing on key feature only. The fitbit going
throughout the differentiation strategy with a broad market analysis, relying with premium
design and key feature to increase the user and have also a option to pay after a time while. The
postpaid option are also provided by the fitbit as a promotional activity (Buyucek and et. al.,
2016).
CONCLUSION
The above discussion conclude that the organisation used their set of activities and action
to promote the product and sale of the product, usually it created the brand value by specialising
the key feature with new outcome in the market ton attract the people and audience.
The following discussion make a effective knowledge about apple and fitbit they used their own
marketing strategies to promote their product. The marketing mix theories helps these
organisation to grow and achieve the organisation goals and enhance the reachability within
audience.
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REFERENCES
Books and journals
Kopalle and et. al., 2017. The effects of advertised quality emphasis and objective quality on
sales. Journal of Marketing, 81(2), pp.114-126.
Truong, V.D. and Dang, N.V., 2017. Reviewing research evidence for social marketing:
systematic literature reviews. In Formative research in social marketing (pp. 183-250).
Springer, Singapore.
Kotler, P.T., 2019. Marketing management. Pearson UK.
Castaldo and et. al., 2020. Retail and channel marketing. Edward Elgar Publishing.
Farris and et. al., 2017. Key marketing metrics: the 50+ metrics every manager needs to know.
Pearson UK.
Buyucek and et. al., 2016. A systematic review of stakeholder involvement in social marketing
interventions. Australasian Marketing Journal (AMJ), 24(1), pp.8-19.
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