Principles of Marketing Report: Apple Watch Series 6 & Fitbit Versa 2

This report provides a comprehensive analysis of marketing principles, focusing on the strategies employed by Apple and Fitbit for their respective products, the Apple Watch Series 6 and the Fitbit Versa 2. The report delves into the comparison of target markets, examining how each company positions its product to attract specific consumer segments. It then explores the product aspect, discussing the core, formal, augmented, and potential product stages, as well as the application of Aaker's brand personality framework. The analysis continues with an examination of pricing strategies, including premium, freemium, competitive, and subscription models. Furthermore, the report investigates the 'place' element, assessing the companies' supply chains and distribution channels. Finally, it scrutinizes promotional activities, comparing the approaches used by both companies across various channels like advertisement and social media. The report concludes with recommendations for both firms and a summary of the key findings, emphasizing the importance of a well-integrated marketing mix for business success.

Principles of marketing

EXECUTIVE SUMMARY
The project is summarised on the basis of different aspects of marketing mix that are
related with two different firms namely Apple and Fitbit and their products that are Apple watch
series 6 and Fitbit Versa 2. Also various aspects regarding marketing mix factors that are
product, price, place, and promotion are also summarised on the basis of the above products of
their respective firms.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1. Comparison of target markets..................................................................................................1
2. Product.....................................................................................................................................2
3. Price.........................................................................................................................................2
4. Place.........................................................................................................................................3
5. Promotion.................................................................................................................................3
RECOMMENDATIONS.................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Principles of marketing is an essential element in the working of a business and these
principles are beneficial in increasing sales, growth, and profitability of a firm (Beachcroft-Shaw
and Ellis, 2017). In this report there is an analysis, evaluation, comparison, and discussion of
various marketing principles for two products each of different companies that are Apple watch
series 6 and Fitbit Versa 2. Apple is an established firm while Fitbit does not possess a long
history still it had managed to capture a good amount of customer share in the market.
FINDINGS
Marketing mix or marketing principles are one and the same thing and it is very
important for a firm to use all the factors very carefully and precisely as it has the potential to
make a firm grow and prosper and at the same time if it is not used correctly it can tarnish the
image and market value of the company.
1. Comparison of target markets
Target market is focussing on a target customer base on which a product or service that
has launched is aimed. A firm tries to attract as many people as it can so that a firm can increase
its profitability and sales in long run.
Apple watch series 6 Fitbit Versa 2
 Apple is a firm that focusses on
technological innovation and invention
and mainly people that are technology
and brand driven of medium and above
standard class family are attracted
towards it (Bormane, Šķiltere and
Batraga, 2017).
 Also it gives variety of features and
easy accessibility that makes it one of
its kind and thus it aims on attracting
knowledgable customers that know its
worth and are willing and able to spend
 Fitbit has established its mark in the
industry as it focus mainly on the
customers that need motivation to
perform and to be active.
 Also it gives most of its attention to the
people that are aged 30 or more and
wants to stay active, loose weight, or
just wants to monitor their regular
fitness. It does all the work for each and
every person in this aspect.

on the product and its services.
2. Product
It is the first aspect of marketing mix as it is related with the product or service that a firm
gives to its customers and it is according to the needs, requirements, and demand of the
prospective buyer.
Levitt's model is very helpful for the business as it can help a firm to grow and prosper in
the long run and subsequently increasing its sales and profits. There are various stages in this
aspect and a firm works on all the stages one by one so that it can be beneficial for the company.
The different stages in this type of model are core product, formal product, augmented product,
and potential product. A firm has to work on all the above four aspect to ensure smooth
functioning of the operations of the business (Bruhn and Schnebelen, 2017).
Aaker’s brand personality framework is an essential part of a business and it allows a
company to develop and grow according to the goals that are laid down at the starting of the
business. This framework includes five dimensional traits that possess a lot of importance
namely sincerity, competence, ruggedness, excitement, and sophistication. These all are very
essential elements of a firm that has to be fulfilled in order to achieve the objectives of the firm.
3. Price
It refers to the amount that a consumer has to pay so as to use the firm's product or
services. The price should be precisely fixed according to the market so that product can last
long in the competitive market (Chamberlin and Boks, 2018).
Apple uses two pricing strategies that are premium and freemium pricing strategy and
both of them shown good results for the firm in the long run. While in premium pricing strategy
the firm provides products and services at premium. Whereas in freemium pricing strategy the
company provides free access to its products and services up to a level and after that a customer
has to pay a certain amount so as to use the product or services further. The prices that are fixed
for Apple watch series 6 online is £417 and offline that is on stores it is £420.
Fitbit is a firm that uses various pricing strategies but mainly it uses competitive and
subscription pricing strategies. While in competitive pricing strategy the firm put prices of its
product and services according to the competitiveness prevailing in the market. Whereas in the
subscription based pricing strategy company provides subscription to its customers so that they

can use its products and services. The prices that are fixed for Fitbit Versa 2 online is £200 and
offline that is on stores it is £210.
4. Place
It is one of the most important aspect as it determines the accessibility of a buyer. Easy
accessibility should be provided to a customer so that it can benefit the company in increasing its
growth and profitability level (Giyazova and Zayniev, 2020).
Apple is a firm that is well established in the market and has an intact supply chain and
that is the most strongest point of the firm. It is running its business almost all over the world and
has captured a bigger share in each and every market. Also the product that is Apple watch series
6 is fragile enough and it needs proper storage and distributive channels and the firm has spend a
good amount on that aspect and it has done pretty well too.
Fitbit is a firm that was not established since long but still it is able to capture a larger
share in the market as compared to others due to its performance and a highly managed and
stabilised supply and distribution channel. It is operating in almost all of the countries and the
product that is Fitbit Versa 2 requires a good supply and storage chain and the firm has
established that in every place in which the firm operates and thus resulting in overall growth and
profitability of the firm (Wali, 2018).
5. Promotion
It is most crucial aspect as it can hinder or foster the sales of a product or service of a
company. If it is used correctly it can help a firm to achieve its goals and objectives but it has the
potential to downgrade a firm's sale and can leave a long lasting impact on sales if not used
correctly (Omojola, 2019).
Apple promotes its product that is Apple watch series 6 in a wider sense as it uses all the
methods that can be used in promoting like advertisement, social media sites, newspapers,
television, radio, etc. Also it has proved very beneficial for the firm as it is able to increase its
profitability and growth and subsequently sales because of these promotion activities.
Fitbit does not invest that much in promoting its product that is Fitbit Versa 2 as it has
limited funds for promotion and it uses it precisely so that it can reach maximum number of
people that are willing and able to purchase the product. The firm uses advertisement and social
media sites as it gives the company a window to reach a large number of people and that too at
cheap rates (Lee and Kotler, 2019).

RECOMMENDATIONS
From the above it can be recommended that both the firms that is Apple and Fitbit and
their products that are Apple watch series 6 and Fitbit Versa 2 both are good products and has
captured a lot of market share in the current scenario and all the things of the marketing mix that
are price, place, promotion, etc. are very well planned. Apart from this both the companies must
focus on improving its product and services further as there is still room for improvement in both
the products.
CONCLUSION
Marketing principles are very important for a firm as it can change the equation of
business in any direction either positive or negative depending on the execution of all the factors.
It can be concluded from the above report that both the firms are doing pretty well in their
respective industry and all the marketing mix that is product, price, place, and promotion are well
researched and analysed and further both the firms are doing a great job in their respective
industries.

REFERENCES
Books and journals
Beachcroft-Shaw, H. and Ellis, D., 2017. Social marketing to achieve sustainability.
In Collective creativity for responsible and sustainable business practice (pp. 296-314).
IGI Global.
Bormane, S., Šķiltere, D. and Batraga, A., 2017. Sustainability: economic, environmental and
public issues. Marketing possibilities. Regional Formation and Development
Studies. 23(3). pp.21-35.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing.
Chamberlin, L. and Boks, C., 2018. Marketing approaches for a circular economy: Using design
frameworks to interpret online communications. Sustainability. 10(6). p.2070.
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).
Lee, N. R. and Kotler, P., 2019. Social marketing: behavior change for social good. SAGE
Publications.
Omojola, T. R., 2019. Marketing Education: A Critical Factor in Reducing Unemployment and
Entrepreneurship Failure in Developing Economies. Marketing. 5(2).
Wali, A. F., 2018. Customer Relationship Management and Marketing Effectiveness: A
Comparative Consumer Study. Paradigm. 22(2). pp.101-124.