MG412 Coursework 1: Comparative Analysis of Apple Watch & Fitbit

This report provides a comprehensive comparison of the marketing strategies employed by Apple Watch Series 6 and Fitbit Versa 2, focusing on the application of the 4Ps of marketing: product, price, place, and promotion. The analysis begins with an overview of the target markets for each brand, including segmentation based on demographics, psychographics, and behavioral patterns. The report delves into the product features, pricing strategies, distribution channels, and promotional activities of both brands, highlighting the key differences and similarities in their approach. It examines how Apple leverages its brand authenticity and premium positioning, while Fitbit emphasizes its health and fitness focus and cost-effective pricing. The report concludes with a comparative assessment of the effectiveness of their marketing strategies, providing recommendations for improvement and highlighting the key factors contributing to their respective market positions.

Principles of Marketing

EXECUTIVE SUMMERY
Marketing is a management function whose aim is to seek attention of the targeted
prospectus by the means of source of advertising from which a company made sales revenue
via sales. Following report covering the 4 principles of the marketing along with the targeted
market strategy of Apple watch series 6 and Fitbit Versa two. Along with the comparative
differentiation is made between the different marketing mix of the both brand along with a
suitable conclusion and recommendations.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAINBODY....................................................................................................................................1
Target market..............................................................................................................................1
Product........................................................................................................................................3
Price ............................................................................................................................................3
Place............................................................................................................................................4
Promotion....................................................................................................................................4
CONCLUSION AND RECOMMENDATIONS............................................................................4
RECOMMENDATIONS............................................................................................................4
CONCLUSION ..........................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is a type of business functions or plan of action related to the promotion and
selling of product and service of a concern company. Marketing is a business function which also
included and tell about the organisational approach towards the market research, market planning
and advertising. The principles of marketing is developed and used in order to successful enjoy
the marketing goals relates to the target market and strategical goals of the employer. However,
4Ps of marketing are used to successful and effectively formed and developed successful
marketing strategies by considering price, product, promotion and place aspect in the company's
marketing plan (Stoyanov, 2021). Nevertheless, following report is being undertaken and
prepared in order to understand the principles of marketing by contextual contrast of Apple
watch series 6 which is one of the finest watch product of Apple and along with this Fitbit Versa
2 is also being taken which is also dealing in same product portfolio. Following assignment
lighten up the knowledge and practices which both brands adopted in their target marketing
along with comparative difference between the marketing mix of the both.
MAINBODY
Target market
Target market strategies are formed in order to adopt focus strategy and to give more
importance to a particular segment Target market goals can be achieved by adopting STP model.
The difference between target market of Apple watch series and Fit bit are as follows-
Market Segmentation
Market segmentation is a method by which both the brand segmented their prouct
offering market into different segments-
Segmentation
aspect
Apple Watch series 5 Fitbit versa 2
Geographic
 Region
 Country
Apple is global brand it target generally
every country where it is operating and
offering products in a region where they
have niche (Gossen, Ziesemer and
Schrader, 2019).
Generally Fitbit segmenting the
developed and developing nations for
its product offering
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Demographic
 Age &
gender
Generally youths and teenagers between
the age of 14- 40 years both male and
female users.
Usually between the age of 20-40
both male and female users
Demographic
 Personal
disposal
income
Generally upper middle class family and
person who are technology savvy.
Usually focus on the middle class
people with a stable income status.
Behavioural
 Lifestyle
Generally targeting those who are addict
to a luxury, trendy, fashionable
lifestyles.
People who are more health and
fitness conscious.
Targeting
Apple Watch series 6 FITBIT Versa 2
Apple has global presence and brand image,
company is targeting male who are favouring
of luxury and fashionable lifestyles and women
who are adorable to trendy gadget. Usually
adopt technology Savvy person for their
product offering.
Fitbit has given more importance to female
customers of age between 23-44 basically
salaried and employed one. Main behavioural
trend is fashion, fitness and atheistic lifestyle
prospectus (Giyazova and Zayniev, 2020).
Positioning strategy
A business develop positioning strategy for their product in order to build a image in
mind of customer about the brand.
Positioning strategy of Apple Watch series 6
Innovation and the finest quality are the main attributes in the positioning strategy of
Apple, their watch style is so trendy and stylish and everyone knows apple is apple. Usually
Apple has used its brand authenticity in its product propaganda (Mahr, Čaić and Odekerken-
Schröder, 2020). The health-tracker gadget of the company is so reliable that it offer real-time
tracking in more appealing manner and the advance feature made it more appealing to direct
attention of the customer towards the product offering.
Positioning strategy of Fitbit versa 2
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In positioning strategy Fitbit has used its brand personality that is trendy, modern and
fashionable and also also used brand equity of leading fitness tracker with high quality product
approach. They have creates a innovative mindset in their targeted consumers by their
promotional and business vision of offering fitness devices that can help their customer to lose
weight and become fit.
Therefore, as per the above discussion both the brand offering same feature but has
different targeting and positioning strategy. Positioning strategy of Apple seems so strong in
compare to fitbit because of its brand authenticity but Fitbit also following footprint of Apple
and has developed appealing targeting strategy in order to give tough competition to the Apple
product.
Product
Core benefits
Blood oxygen a breath of fresh innovation is the main attributes of Apple watch series 6.
However, this is the most advanced watch ever yet in the product portfolio. Generally the new
product is built with new sensor which provide more new insights and the green (Ho, 2020). Red
and infrared LED shine made it more appealing to fashionable customers. The ECG on your
breast is an another core benefit which apple is offering with this product.
On the hand, Fitbit versa is the finest product which is Alexa built in that is offering
more advance feature within the affordable price that made it ease to buy product with 24/7
hours tracking along with lucrative feature of water resistance up to 50meteres. Fitbit pay the
other quality aspect made it more appealing to the customers.
Generic/ actual product product
Basically the Apple watch series 4 is of 44 mm size with 64-bit dual-core S5 processor
along with 32 GB capacit. Retina display made the product more appealing along with a force
touch 100, nits with blood oxygen tracker sensor and ECG reading feature.
Mostly the buying personalty of the Apple watch series are sincerity and competence and
are of excitement personality on the other hand fitbit has sophisticated and ruggedness buying
segment along with some sincerity personality customer segments (Pszablewska and Kubacki,
2019).
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Price
Apple has being using minimum advertising price (MAP) strategy for its product in whic
they have prohibited reseller the starting price of $400 which can goes up to 900$. Apple has
does not niche upper limit on the price at the point of launch and they are trying to prevent rivals
from developing lower-price alternative.
On the other hand fitbit Versa 2 cost nearly $180 to 300$, the focus cost price strategy
made fitbit to be finest choice from other brand offering product. The only dumb smartwatch
feature made customer to switch to other cheap brand but overall they have regin good psotion
due to cost focus pricing strategy.
Place
Apple has used differentiation strategy therefore the Apple store are the only prime and
direct sales channel for the company. In order to fulfil users demand Apple also sailing its
product over the e-commerce and official websites as s strategic place for the supply of product
and to create brand value for the company. The Apple watch series 6 not only available within 2-
3 countries but on the global level.
On the other customer easily acquire Fitbit Versa 2 from the official website of fitbit or
directly from the online from Amazon. Other than this company has nearly 39000 stores in more
than 38 countries (Kubberød, Viciunaite and Fosstenløkken, 2019). Fitbit does not look to run
its own retail store because company has finest and vast and affordable distribution channel
system .
Promotion
Promotion strategy is alike hell because the technology giant invest heavenly on the
advertisement via TV, magazine and from the social media which is one of the favourite
platform. All of us would see nearly YouTube ad of Apple before and post launch of the product.
Other than this iWatch uses other media like SEO and online catalogue to made buzz of their
market entry.
On the other hand, people when searching best and cheap fitness watch they would got
result fitbit versa 2, no doubt company is using integrated marketing campaign for their product
and also using traditional media like billboards and hoarding nearby the fitness centres and over
the fly-over to attract customer attraction towards the brand (Majchrzak and et.al, 2019).
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CONCLUSION AND RECOMMENDATIONS
RECOMMENDATIONS
Apple has applied the 4Ps in its differentiation marketing strategy where the company
mainly focus on the differentiation strategy for both product distribution and positioning. On the
other side Fitbit has followed cost focus along with the differentiation strategy in their marketing
mix. Both the brand has applied marketing mix in their product manifest in order to attract the
targeted customer and product personality towards their product offering by establishing
effective branding strategy for the brand
Although the marketing mix strategy of Apple is looking more congruent and strong in
compare to fitbit because despite offering such high price company is still make best of their
return on investment. Fitbit is not so far company has following same footprints of Apple in
order to being innovative brand in their target market segment.
CONCLUSION
Therefore, as per the carried out study it has been concluded that marketing is a plan
business activity whose main task is to attract, acquire the prospectus from the targeted market
by following suitable marketing strategy for attaining marketing goals. Following report has
made justification between different target marketing and marketing mix of two different brands
who are trading on the same product portfolio in order to illuminate and justify best suited
marketing strategies of a business.
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REFERENCES
Books and Journals
Giyazova, N.B. and Zayniev, A.A., 2020. Types of marketing communications and their
classification. In International scientific review of the problems of economics, finance
and management (pp. 32-38).
Gossen, M., Ziesemer, F. and Schrader, U., 2019. Why and how commercial marketing should
promote sufficient consumption: A systematic literature review. Journal of
Macromarketing, 39(3), pp.252-269.
Ho, N. N. Y., 2020. Principles of marketing.
Kubberød, E., Viciunaite, V. and Fosstenløkken, S.M., 2019. The role of effectual networking in
small business marketing. Journal of small business and enterprise development.
Mahr, D., Čaić, M. and Odekerken-Schröder, G., 2020. An Interdisciplinary View of Marketing
Ethics. The SAGE Handbook of Marketing Ethics, p.58.
Majchrzak, J., and et.al., 2019, October. The concept of contradiction finding and classification
in the field of marketing communication quality management. In International TRIZ
Future Conference (pp. 438-457). Springer, Cham.
Stoyanov, D., 2021. Marketing of vending channels: a case of French university
campuses. International Journal of Retail & Distribution Management.
Szablewska, N. and Kubacki, K., 2019. A human rights-based approach to the social good in
social marketing. Journal of Business Ethics, 155(3), pp.871-888.
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