Marketing Principles: Apple Watch vs Fitbit Versa Analysis Report

This report provides a comprehensive analysis of the marketing principles employed by Apple and Fitbit. It begins with an executive summary highlighting the report's objective: to analyze the target markets of each company and their customer acquisition strategies. The research methodology includes both quantitative and qualitative approaches, focusing on the effectiveness of the marketing mix, which encompasses product, price, place, and promotion. The report delves into the market segmentation, targeting, and positioning (STP) strategies of both companies, particularly focusing on Apple Watch Series 6 and Fitbit Versa 2. It examines their product characteristics using Levitt's model, evaluating pricing strategies, distribution channels, and promotional activities across various media platforms. The report concludes with a comparative analysis, highlighting the strengths and weaknesses of each company's marketing approach, and providing recommendations based on the findings. The report uses secondary data to illustrate real-world examples of marketing principles in action.

Principles of Marketing

Table of Contents
Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Market STP.............................................................................................................................1
Apple Company STP Analysis ................................................................................................1
Findings ......................................................................................................................................2
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................5

Executive Summary: Main aim of the report is to target market of different location of
countries and capture large number of customers. The research method that was used in this
report is quantitative as well as qualitative. In this following report marketing mix and their
effectiveness is describe in detail. As marketing mix is set of tactics and actions which
organisation use to promote its product and brand in the market . It is consider as foundation
model for any business, it makes focus on price, product, place, promotion. Etc. In this
assignment comparison of target market, evaluation of product as well as their brand values is
done, it also covers evaluation of pricing strategy that is used, distribution of brand products in
different locations are also explain in detail. And both the chosen organisation use effective
method of communication and promotion. As with the help of communication channels like
mobile, Television, own websites, outdoors, cinema's promotion is done by selected organisation
to target large audience. As with the help of levitt's model of brand product is to be
differentiated on the basis of colour , shape, packaging et
INTRODUCTION
Marketing is process of assembling, procuring, selling, manufacturing, distributing of
product and services which helps to fulfilling the customer demand to satisfy their needs and
wants. The objectives of marketing is to promote or advertise of specific brand or product in
competitive marketplace. For assessing principles of marketing is to conducts through four Ps of
marketing refers within marketing matrix strategy that highlight about product, price, place and
promotion where it interconnected to being work together where it known as marketing mix.
For opting two technologies based companies are Apple and Fitbit where Apple is one of
most influence technology base venture which is situated in United States of America in
California district. Fitbit is also American base venture that electronic base fitness company
through headquarter situated in San Francisco, California. The products are having activity
trackers, smartwatches, wireless creates high tech of technologies that enables number of
specification provides in quality manner. As per this report, topics are covering facts and
findings related to principles of marketing as well as secondary observation based data generates
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for highlight target market in which four Ps highlight on the basis of Apple Watch series 6 and
Fitbit Versa 2.
MAIN BODY
1. Market STP
Target Market: It is a form of group of customer within business serviceable that enhance to
available in market which business aims its marketing enhance to contributes efforts and better
resources. A target market is comprise a subset of overall market which refers product and
services compete in competitive marketplace.
Apple Company STP Analysis
An Apple company is highly positioned through assorting or application as well as that
utilise by company in effective manner. Positioning level of product class of product which is
determine premium brand in mind of customer which demands and attain better pricing as
premium based.
Market Segmentation: It is process that divides an broad customer or business market
which enhance normally to consisting market for increasing potential customer into subgroup . It
also refers about the traits of shared specification about specific market related. Apple Market
segmentation is generally based on demographic or certain behaviour as consisting examples of
gender, age, education and income along with psychological characteristics or those who is tend
to buy high cost lifestyle product is generally increase customer in best brand.
Market Targeting: It emphasis when company focuses on which target market customer
is generally wants to generates profitability as per specific product demand. As in Apple
company perspective they mainly target youth or youngster along with middle age group people
range 22-55, gender male or female as well as to only suits this product those who having high
buying capacity.
Market Positioning: The position of Apple brand is having marketing that enhance to
defines better marketing efforts which can only accomplishing within through better promotion
and advertising. Their brand like Apple Watches series 6 is highlight on brand identify and
product communication where all these factors are plays an important role in positioning a
product.
Fit bit STP
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Market Segmentation: The Fitbit company is looking forward is for better affordable
and wireless fitness devices product and services in electronic segmentation.
Market Targeting: As the people is having middle income group and young member of
demographic through age, gender and buying pattern wise.
Market Positioning: For overall fitness devices where it helps to weight and becomes
more trust base venture whose having aims to making fit.
Findings
Marketing mix: According to this market assessment tool is enhance proper foundation
where business related model emphasis about product, price, place and promotion to attain better
competitive advantages. In following there is analysation of Apple Watches Series 6 and Fitbit
Versa 2 company products by using marketing mix 4ps.
Product: The Apple product are high premium base quality in which they having variety of
products like Macbook, iphones and watches that enhance to utilisation in better way. By using
Levitt’s Model for identify product specification of Apple Watches. Furthermore fit bit products
is one of most important components of having Fitbit. Shape: It is slightly curved and square kind of structure which is easily taken up. For Fit
bit they have better quality by maintained well structured in slim shaped way. Packaging: There are different base of packaging that enhance to deliver in international
and it securely packed and labelled to delivered customer. Packaging of Fit bit is more
labelled structure in authentic manner.
 Colour Scheme: Apple watched comes different shades in blue, green, black and many
more. Fitbit is mainly provides their product watch Versa in Blue and black in colour
Price: The price of Apple watches are quite expensive up to $199 to $500 on the specification
based. Apple majorly uses premium pricing strategy that involves better product at a premium
base where it only provide to those who have high buying power. But in Fitbit Vera 2 range of
quite affordable $50-$100 where middle range of people can easily afford.
Place: The distribution channel which is used by Apple for promoting their product and services
that allows enhance in USA and international countries as brand of Apple is more influence
technology market. In context of Fitbit company, they also deliver their product in globally but
there is some region in which product of Fitbit not available in Africa.
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Promotion: As the promotion of Apple product like Watches series 6 is provides many
alternatives to promote or advertise within digital and other social media channels for direct
selling concept. Apple mainly opted digital media to better promote their brand like TV, You
tube, social media platform all these opted because to reach customer relevant product
description. Similarly, Fitbit is also utilise digital platform even though electric banners to
highlight their product and services to target every buying customer where it utilisation where
they do not generates luxury, healthy and socially traits product that enhance better customer
security assurance.
CONCLUSION AND RECOMMENDATION
After deep study and analysis it is conclude that marketing mix and STP play a very
crucial role in every business. As marketing mix is designed in such a manner so that it helps
organisation to achieve companies marketing goals by offering its consumers with value. It tends
to establish product's position with in their target market. An effective marketing mix must meet
requirement of customer better than competitors. On the other hand STP stands for
segmentation, Targeting and positioning as with the help of this model organisation easily
examine market. The goal of STP process is to provide guidance to company to develop as well
as implement appropriate and suitable marketing mix. Both the brand Fit bit versa and Apple
watch series apply . As both the brand is famous for its innovation in all over the world. They
come up with variety of new items. The pricing strategy of apple products are premium. On the
other hand fitbit versa offer their products at low cost. The brand is located in California. As
marketing mix of fitbit is very strong. It diverse with high quality fitness tracker . The company
fitness versa sale its tracker through both retailer or online. To delight their customer. The main
reason behind it is technology which is used in product. There are various channel that are
adopted by both the brands to target large audience. As Apple come with innovative idea of
opening it own outlet. Both the brands collaborate with trade partners to maintain distribution
channel. Another mode of selling products of both brands is through online portal. As it is
biggest point of sale for both fitbit versa and for apple. On of differentiate feature for apple is
that they they have lots of staff in their stores due to their complexity .
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REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Fine, S.H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. SAGE
Publications Limited.
Levinson, J.C. and Horowitz, S., 2016. Guerrilla Marketing to Heal the World: Combining
Principles and Profit to create the world we want. Morgan James Publishing.
Lilien, G.L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering
and Analytics. DecisionPro.
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.Porral, C.C. and
Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
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REFERENCES
Books and Journals
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