Marketing Principles: A Comparative Analysis of Apple and Fitbit

This report provides a detailed analysis of the marketing strategies employed by Apple for its Apple Watch Series 6 and Fitbit for its Versa 2. It examines the target market, product branding using Levitt's model and Aaker's brand personality framework, pricing strategies, distribution channels, and promotional activities for both brands. The report highlights the differences in their approaches, with Apple focusing on premium pricing and brand image, while Fitbit emphasizes demand-based pricing and wider accessibility. Celebrity endorsements and unique product designs are key promotional tactics for Apple, whereas Fitbit leverages sales promotions and online retailing. Ultimately, the report concludes that effective marketing is crucial for successful product launches and market penetration, differentiating the strengths and weaknesses of each brand's approach.

Principal of marketing.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysing the effectiveness of two watch brands........................................................................3
REFERENCES................................................................................................................................7

Executive summary:
The aim of the report was to identify the effective marketing mix of both the apple and fit bit
versa watches that is newly launched by both the brands. Moreover, the report had analysed
through secondary sources different ways through which the product, target, market, place and
promotion of both the brand vary to the large scale. Also, the report had shown the weak and
strong points of both the brands through the marketing mix that had been explained in detail.

INTRODUCTION
Principles of marketing allows the firm to move the right direction and also helps in
developing any changes in the current market strategy of the firm. The present report will
identify the techniques that are adopted by the apple and fit bit to gain the competitive advantage
in specific time frame. Also, marketing mix in relation to each brand will also be analysed in
detail through applying Levitt,s model and Aaker brand personality framework.
MAIN BODY.
Analysing the effectiveness of two watch brands.
Apple watch series 6 is introduced by the apple for all those people who are fitness freak
and are concern about the health in the current fast changing environment where people are more
heath conscious. On other hand the fit bit versa 2 is the premium brand that is launched by the
fit bit, Inc. to serve and assist the users better than the competitors through best features. The
detailed marketing mix of both the brands is described as follows:
Target market:
For the apple users it is known that most of the target market consists of the age group
25-44 that is mostly the youth comprising major population of any region or country. Also, it is
seen that the buyers of the watch are mostly the men and less proportion of women (Al-Omari,
Aljawarneh, Davut and Salah, 2018). Moreover, all the watches are made for the highly educated
business class people that have high social status in the society so that brand image can be
maintained for the longer duration. Further, it is seen that most of the buyers of apple are falling
into higher income group people that wish to live luxurious life with all the amenities.
In regard to the Fit bit versa 2, the target individual is 30+ that are mostly inactive people
that are not concern about the health and need motivation to get in shape. Also, it targets the
athletic individuals that need to track the data. Moreover, the fit brand is made for all those
middle class individuals including both male and females that are concern about the health.
Further, even less educated peoples could easily use these types of watches through gathering
little information.
Product brand:
By applying the Levitt,s model of brand for the Apple watch series 6 it can be said the
main purpose the brand offers are the product itself that is the core benefits to its users. Other

than this the next is the expected product that the apple serves through this watch through adding
basic feature like showing time, date etc (Wichmann, Uppal, Sharma and Dekimpe, 2021). In the
third level it is seen that it can access without I phone, blood oxygen reader etc. are unexpected
features that are not usually known to the users. Also, it comes with smaller square format that
its quite attractive and unique. Moreover, using the Aaker’s brand personality framework it can
be said that the apple watch follows under the category of brand competence as it is already
established in the market. Also, they portray to consumers that the apple is reliable brand and
thus all the products offer will be intelligent and efficient in its features and also would be
trustworthy. Thus, the firm had developed the relationship with its customers at functional level.
With regard to the fit bit versa 2, Levitt model the core benefits that this watch offers it
that is long battery life, customizing watch faces, water resistant etc. for which people are
attracted towards it and wish to purchase it (Thwala and Slabbert, 2018). Also, in the expected
stage it is known that watch would be comfortable, lightweight, especially for android users etc.
Next in this are additional features like monitoring the sleep and music playback. In the last it
can be said that it is different from the other brands that have less battery life and serves only
basic features. Further, while using the Aaker brand personality it can be said that it falls under
the sincerity group that hold the brand value of being honest about all it products and features.
Also, it has set clear policies and regulations so that better customer relationships could be
established in the future.
Price:
The pricing technique that is used by the apple watch series 6 is the on product
differentiation so that it could make all it products unique from the competitors so that its
substitutes are not made available in the market. Also, the prices are kept little higher than the
usual market price so that brand image could be maintained. On the other hand, it can be seen
that fit-bit follows the demand based pricing strategy as it new in the market even though it is
penetrating into the markets very quickly (Muhammedrisaevna , Bakhriddinovna and Rasulovna,
2021). Below is the pricing technique that is used by both the brands so that better overview
could be gathered.
Apple Fit bit versa
The one that will be followed by the firm
would be premium pricing technique that
This brand will use the penetration pricing
so that it would help to develop the market

will allow the firm to maintain its brand
value
share against the well-established
competitors.
This strategy will help the firm to earn
higher profit margins than the initial costs of
the product.
In this case the brand will able to earn a good
amount from the sales of the product at initial
stages and attract large number of new
customers.
Prices of this brand do not drop below the set
specific price as it may harm the brand
image in the market
Prices in this brand can be changed according
to the demand level and thus give and
opportunity to the firm to generate more
revenues.
Place:
In case of the apple brand product most of its products are sold through offline physical
stores and also sold at selective market places where the growth is expected to be high.
Further, it sells most of it goods to retail outlets to reach the final consumers and adopts indirect
marketing channels. Further, there is limited market share thus the brand deliberately distributes
to limited audience (Chaffey and et.al., 2020) . The basic values that the firm holds today in this
era is creativity, simplicity and humanity that allows people to experience new things that are
introduced with the brand. Through purchasing the apple product online the customers would be
able to get in discounts. Also, all the apple outlets located in various regions extraordinary
unique that give to provide the best customer experience to every visitor.
In context of the fit but it is seen that all the products are directly sold through its
website where the customer can directly go the quoted firm website and avail various products.
Also, it has online retailers such as amazon. com that also helps in selling the brand-new
products at the original quoted price of the retailer (What are the principles of marketing, 2021)
Furthermore, it sells its products as physical stores such as Walmart and best buy stores for
easily availability. Also, the firm is continuously involved in selling it products through more of
physical store so that more people are aware of the brand and are ready to purchase the products
that are made available nearer to their location. Moreover, they hold the brand values to
transform the lives of people through ensuring that people live healthier and active life so that
fitness goals could be achieved.

Promotion:
Apple watch series 6 is the brand had been using is the celebrity endorsements through
social media and print advertising so that people would be able to connect with the brand more
efficiently. Also, it uses unique combination of black and white colour for its brand logo that
helps to distinguish with other brands that are present in the market. Further, it is seen that that
apple adopts a marketing strategy where all of its products are promoted extensively before its
launch so that people are more curious about the new features that brand will launch through
existing watches (Karambut, 2021). The brand is symbol of luxury in the market and thus due to
its premium price there are less sales offers and discounts on its products and thus positioning is
done in the market through developing new variants of the products that are already exists in the
market. Through additional feature and unique designs.
Fit bit on the other hand uses extensive marketing strategies where products are
promoted through sales promotion, advertising, personal selling etc. Also, online retailing is the
most common method that the brand uses over the years while various social media channels
help to promote and solve customer queries regarding any product purchased or wishes to buy
(Sriram and et.al., 2019). Various discounts coupons also help the firm to attract number of
potential customers. Also, most of the target audience of the fit bit falls under the socially
conscious people that can easily afford the products form the company.
CONCLUSION.
From the above report it can be concluded that marketing plays an important role in
selling the new products in the market in efficient and effective manner. Also, the report had
differentiated between Apple watch series 6 and fit bit versa 2 that are the newly launched by
both the brands. Further, the study had closely identified the product, price, place and promotion
mix that are the success factors for both the brands. Lastly, the marketing strategies of both the
brands will also be identified in detail.

REFERENCES
Books and journals.
Al-Omari, Z. S., Aljawarneh, N., Davut, S. and Salah, A., 2018. The impact of marketing mix
elements on forming mental images about Islamic banks in Jordan: An Empirical
Study. OFFICIAL. 12. p.54.
Wichmann, J. R., Uppal, A., Sharma, A. and Dekimpe, M. G., 2021. A global perspective on the
marketing mix across time and space. International Journal of Research in Marketing.
Thwala, K. C. and Slabbert, E., 2018. The effectiveness of the marketing mix for
guesthouses. African Journal of Hospitality, Tourism, and Leisure. 7(20). pp.1-15.
Muhammedrisaevna, T. M., Bakhriddinovna, A. N. and Rasulovna, K. N., 2021, March. Use of
digital technologies in marketing. In E-Conference Globe (pp. 281-284).
Karambut, F., 2021. The effect of marketing mix perception on the intention of online merchant
financing. Journal of Small Business Strategy. 31(3). pp.19-32.
Chaffey, D. and et.al., 2020. Marketing digital (No. hal-02927026).
Sriram, K. V. and et.al., 2019. Does e-marketing mix influence brand loyalty and popularity of e-
commerce websites?. ABAC Journal. 39(2).
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