Apple Watch 6 vs Fitbit Versa 2: Marketing Mix Analysis Report

This report provides a comparative analysis of the marketing mix strategies employed by Apple Watch Series 6 and Fitbit Versa 2. It begins with an introduction to both companies and their respective products, highlighting their market shares and sales performance. The main body of the report delves into a detailed comparison of their target markets, examining demographic, geographic, and lifestyle factors. The product section analyzes the features, functionalities, and services offered by each smartwatch, emphasizing their unique selling points. Pricing strategies are then evaluated, contrasting Apple's premium pricing approach with Fitbit's competitive pricing model. The report also examines the distribution channels used by both companies, including their online presence, physical stores, and partnerships. Finally, the promotional strategies of both brands are assessed, including social media marketing, traditional advertising, and public relations efforts. The report concludes with a summary of key findings and recommendations for improvement, offering insights into how both companies can enhance their competitive advantages in the market.

principles of marketing

Table of Contents
principles of marketing.......................................................................................................................1
Introduction.........................................................................................................................................3
Main body............................................................................................................................................3
Comparison of target market.............................................................................................................3
Conclusion............................................................................................................................................6
Reference..............................................................................................................................................7
Introduction
This report will cover marketing mix of Apple Watch series 6 and Fitbit versa 2. both the
companies are well known and selling electronic watches to their customers.

Apple watch are manufactured by Apple company which is American multi technology based
company who is having a headquarters in California. This company was founded by Steve
Jobs and year 1976 to develop. they are top technology based company who are selling
products such as IPhone, IPad, Mac book, Apple Watch series etc. According to the 2019
survey Apple hold around 18% of overall shares within a market. Every year this company
increased their sales by 4.5%.
On the other handFitbit is also an American electronic and fitness company who is also
having headquarters Hannah California. this company is selling products such as
smartwatches, activity trackers, wireless device is it easy to measure the sleep, steps, head
heartbeat etc. The market shares for the Fed a bit which clung on to third position, fell down
to 11% this quarter. They fall down around 15%.
Main body
Comparison of target market
Target segment for Apple watch series 6 is young health and fitness conscious people and
along with this Apple watch series 6 also target elderly people as it has suitable features for
them in watch. On the basis of income and social class Apple watch series 6 targets high class
people with high disposable income people those who can afford luxury. On the basis of
geographic Apple watch series 6 targets international urban customers and watch is for both
male and female customers (Hernando and et.al., 2018). On the basis of life stages Apple
watch series 6 is for all stages of life of individuals. And with lifestyle, Apple watch series 6
target luxury lifestyle and people with high socio-economic status.
Target market of Fitbit Versa 2 watches is for health, conscious people and on the basis of
demographic characteristics Fitbit Versa 2 targets both the genders, and concerned with
income this product of Fitbit is more approachable on the basis of price. In other words,
upper-middle class customers with upper middle class income have been targeted by Fitbit
Versa 2. Further on the basis of age Fitbit Versa 2 targets young demographics interested in
smart watches and also those who like to keep track of their health and fitness. On the basis
of behavioural characteristics Fitbit Versa 2 ensures ease of use and this is why it targets
audience looking for simple products that are easy to operate.
This means that both the smart watches have different target segments and for this
target segments, features and quality of their product also differentiates.

Product
Products of Apple watch series 6 is a watch that is said to be health is on wrists. This means
that Apple watch series 6 is a multi performance smart watch that allows to measure blood
oxygen, take ECG anytime and allows knowing different health measures (Apple Watch
Series 6, 2020). This means that this is a innovative watch that contains new sensor and
insights. Services of Apple watch series 6 are also integrated with other product and services
of Apple. This means texting and calling from iPhone and certain other services. Overall this
Apple watch series 6 is helpful in maintaining fitness and further is helpful in health check-
ups and product of Apple watch series 6 are highly qualitative and also provide luxury to
users.
Product of Fitbit Versa 2 is also a health and fitness watch, this product also is of high quality
and also provide several features to users. This involves built-in Amazon Alexa. Heart rate
tracking, sleep score, is swimproof to 50M and always on-display apps and voice reply. This
means that Fitbit Versa 2 is providing several features to users and these features mainly aims
at developing health and fitness habits of users and also facilitates their different tasks with
help of features like Amazon Alexa (Yoon and Karabiyik, 2020).
Discussion outlines that both products come in attractive designs however features
provided by them are very different like Fitbit Versa 2 has services like inbuilt Fitbit Versa 2
whereas Apple watch series 6 enables to connect with other Apple products and services.
Price
Apple is and premium brand who are selling varieties of product within a market an one of
them is Apple watch series 6. Companies using a a premium pricing strategy to sell their
product Anne it is digital watch which provide different different features that make this
watch suitable and the price range provided by this company (Jaminyasa, Pulawan, and
Amerta., 2017). On the online sites like Amazon, Apple Watch series 6 will cost around
513.47 pound. this is costly but the features they provide are attractive and valuable and this
price. Apple his note and cost leader First off the company has never used penetration pricing
strategy to gain the market share rapidly, as Apple has managed to quickly become the leader
in many product segments short after its entrance despite its costly as compared to the other
brands. The Ant arena market with a higher pricing strategy but their quality of the product is

also high which help to satisfy the needs and demand of the customers and they are ready to
buy their product in higher prices
On the other hand Fitbit versa 2Is trying to give competition to the Apple Watch series 6 on
the basis of pricing and features. Companies providing stream features which is also given by
The Apple watch 6. Fitbit company is using a competitive pricing strategy to overtake a
leader of the market Apple and they want to be first in the position (Datta, Ailawadi and Van
Heerde., 2017). Cost of the Apple six series is around 513.47 pounds on the other side Fitbit
versa 2 is available in just under the 205 pound. it is affordable and almost all of the features
are similar to the Apple watch series 6.
Place
Apple stores are subsidiary of the Apple inc.That operate physical or back end most us stores
that sell the company's product including the Apple watch series 6. In addition companies
selling their products on the online market as well and they are having a type with companies
such as Amazon, Ali Baba and Many more. Customers can also buy their product from their
own online website which is available for both mobiles and desktops (Blut, Teller, and Floh.,
2018). The inclusion of this online distribution channels helps optimise international market
reach. It also include authorised sellers that operate their stores in various strategies locations
such as malls and different different market around the world. This company is having huge
market in all over the world and mostly they are selling their product in Asian market, UK
and that home market America.
Fitbit is also having good market capture and they are selling their products in all over the
world including the Asian markets, European market etc. Distribution channel created by the
Fitbit are widely expanded where Fitbit versa 2 is available on the their own website and they
also have good contract with the companies such as Amazon who sell their product on the
online. not only them but there Barrett dealer also purchase product from them and sell in the
different different marketplace and malls and earn money.
Promotion
Apple is an big brand who are already having Good reputation and customers know them
very well. most of the customers and celebrities are using product which are made by Apple.
this helped to promote them automatically and they do not need any kind of promotion. still
they are using Some marketing strategies that helps to promote their product in the market

and aware customers about their new product. to promote Apple Watch series 6, They’re
using social media marketing where they are targeting a young group because they are their
main target (Andika, and Susanti., 2018). They also promoting their product in newspapers
and some magazines which are highly popular.
Fitbit is unknown brand but they are getting huge competition from the Apple which is
hiding their name from the market. this makes them promote their product more and they
aware customers about their brand as well. Do aware people they are using promotional
activities such as TV advertisement, social media marketing (Pogorelova, Yakhneeva,
Agafonova and Prokubovskaya., 2016).They are also using advertisement on magazines and
newspapers. This is helping them to aware people and Fitbit is able to take competitive
advantages within a market where they are operating their business.
Conclusion
As per the report has been covered marketing mix of Apple Watch series 6 and Fitbit versa
2. both the companies are well known and selling electronic watches to their customers. This
report has been compared both the companies watch is on the basis of Their market share,
product, price, place and promotion. it has been included these strategies used by both the
companies Anne analyse this strategies how it is helping them to take competitive
advantages. In End of this report has been provided a recommendation for the improvement
in their strategies and discuss how they can take competitive advantages.
Reference
Book and Journal
Andika, A. and Susanti, F., 2018. Pengaruh Marketing Mix
TerhadapKeputusanPembelianParfum di AzzwarsParfumLubeg Padang.

Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2). pp.113-135.
Datta, H., Ailawadi, K. L. and Van Heerde, H. J., 2017. How well does consumer-based
brand equity align with sales-based brand equity and marketing-mix
response?. Journal of Marketing. 81(3). pp.1-20.
Jaminyasa, IM., Pulawan, IM. and Amerta, I. M. S., 2017. The marketing mix affect on the
consumer buying decision (case study of sausage products at PT. Aroma
Denpasar). International journal of social sciences and humanities. 1(2). pp.65-74.
Pogorelova, E., Yakhneeva, I., Agafonova, A. and Prokubovskaya, A., 2016. Marketing Mix
for E-commerce. International journal of environmental & science education.
11(14). pp.6744-6759.