Marketing Mix Strategies: Comparing Apple Watch Series 4 and Fitbit 2

This individual report provides a comprehensive analysis of the marketing mix strategies employed by Apple and Fitbit, focusing on their respective product offerings: Apple Watch Series 4 and Fitbit 2. The report delves into the comparison of target markets, examining how each company positions its product to appeal to specific demographics and consumer preferences. The core elements of the marketing mix – product, price, place (distribution), and promotion – are meticulously examined for both companies. The report explores product features, brand positioning, pricing strategies (including price skimming and economy pricing), distribution channels, and promotional activities, including digital marketing. The analysis incorporates relevant marketing frameworks, such as Levitt's Model and Aaker's brand personality model, to provide a deeper understanding of each company's approach. The report concludes with a comparative assessment of the marketing mix strategies, highlighting key differences and similarities, and drawing insights into how these strategies contribute to the companies' overall business objectives and market success.

INDIVIDUAL REPORT:
THE 4Ps/ marketing mix

Executive Summary
In this file the discussion will be of marketing mix which have a huge role on regular
basis. There is will four different points which are required to be covered in this file and they are
product, price, promotion and place. Even it will include marketing channel, pricing strategies
etc. The main aim of preparing this file is to know competitor companies uses the marketing mix
and how it helpful for achieving the organisational goal. The companies which are to be taking
for obtaining the outcome are Apple and Fitbit.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Comparison of Target Market.....................................................................................................1
Product/Brand.............................................................................................................................2
Price.............................................................................................................................................2
Place (Distribution).....................................................................................................................3
Promotion....................................................................................................................................3
CONCLUSION ...............................................................................................................................5
.........................................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing Mix is explained as the marketing tool through which consumer are influenced
for purchasing the product. It is necessary for everyone organisation which works for the purpose
of earning profit from current market (Festa, Cuomo, Metallo and Festa, 2016). For completing
this report the selected organisation is Apple and Fitbit . It can be said that Apple is one of that
company which believes in marketing mix as it has plays the crucial role for achieving the
targets of a company which deals in the sector of electronic items. While talking about Fitbit, it
is one the leading company which deals in the market of technology. In addition, in this file the
discussion will be related to the comparison of target market. Also, it will include the marketing
mix for their product which is similar in nature i.e. Apple watch series 4 and Fitbit2.
MAIN BODY
Comparison of Target Market
Target Market is the place in which any company wants to conduct its business activity
for any specific product. It is important that target market should be in appropriate way as it
plays the vital role for any company for enhancing the overall performance. In context of a
Apple company , their new product is Apple watch series 4 where major target should be in the
area where people can afford the product. As it is one of the expensive product which cannot not
be afforded in those area where earning of individual is not high. It is necessary that how apple
prepare their plans and policies as it plays the role of supportive. Apple must think that who can
show their interest towards watch series 4 product which includes age group. While talking about
gender, it is sure that male are more attracted towards those product where technology is
involved. Here, it is important that proper research should be done by the company that who can
show there willingness towards product and for that primary and secondary source of data can
play huge role. While talking about Fitbit, it is one of that company which is totally creative in
itself. It is important for them also that how they deal with the market and for that it is necessary
that they uses the best technology for promoting their new product which is Fitbit 2 (Lim, Jee
and De Run, 2018). The must find the data and then plan their strategy so that pre-decided goals
can be accomplished on time. As their product are totally different in current market so it is
important that priority should be given to that age group which is educated and have good
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knowledge regarding technology. If this will be the prior target then goals can be achieved easily
by the company.
Product/Brand
In marketing mix, product or brand is designed service which is used for satisfying the
needs of customer. In this, it is necessary that how company deal with the situation while
manufacturing any product because it is necessary to be aware of competitors. It should be
ensure that product should not be copied from the rivalry company. Levitt's Model is one of the
marketing strategy which helps to generate new ideas that how company should manufacture
their product so that additional advantages can be taken. In context of Apple, their watch series
4 is one of the finest smartwatch which have been launched ever in the market. They have two
variant on the basis of size i.e. 40 mm and 44 mm (Chen, 2018). It in this product company have
given totally new shape and look which can easily influence the customer. While talking about
colour they had launched watch series in different colour through which option can be increased.
When it comes to Fitbit, they introduced one of those product which is very beneficial for
different age group of people as it contain various technology in their product. Some of the
features which fitbit2 contain makes it different from other company and helps to compete in the
market.
Aaker is defined as the framework which helps to determine the personality of the brand
by classifying it into five different group such as sincerity, competence, excitement,
sophistication and ruggedness. Sincerity tells about the honesty of the company and while talking
about excitement it discusses about daring and imaginative. Where as competence tells about the
reliability of the product and when it comes to sophistication it just classify the product on the
basis of class and level of people. Also, ruggedness try to categories the brand on the basis of
toughness of the product. Here, Apple uses excitement and sophistication factor for their product
as they loves to maintain the class in market. But, Fitbit uses competence factor as they want to
be one of those company where they want to achieve success through providing the reliable
services to their customer which makes they different from Apple product (Linh and Ha, 2016) .
Price
It is the key factor for any company that how they do their marketing on regular basis and
for that pricing is very important. It helps to attract new customer if prices are of affordable price
Even company uses different kind of pricing strategy which helps them to sustain in the market.
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There are six types of pricing strategies and they are pricing at a premium rate, pricing for
market penetration, economy pricing, price skimming, psychology pricing and bundle pricing. In
context of Apple, they uses price skimming where company tries to maximise sales on new
product. They have a concept to earn maximum profit at beginning but they reduces the price
once similar product are available in the market. When it comes to Fitbit they uses economy
pricing through which sale of any product can be maximise as major target of a company is to
sale maximum number of gadgets (Evans, 2016). From, these pricing strategies it can be said
that, it makes both the company different from each other.
Place (Distribution)
It is necessary to ensure that in which area company is capable of selling their product as
per the design and price of the product. It is important to decided the market place as it place the
vital role for organisation. Marketing Channels can be explained as the process through which
marketing is done. It has been divided into four different segment and they are direct selling,
selling through intermediaries, dual distribution and reverse channels. In direct selling products
are being distributed to their customer through distributor's network. When it comes to selling
through intermediaries, it mainly helps to promote, sell and try to distribute good and services
from the process of written agreements. Where as dual distribution want to indicate that product
can be distributed with the help more then one channels. At the end, reverse channel shows that
here distribution is done with the process of backward flow of product. In context of Apple, they
uses selling through intermediaries which helps them to distribute their product to those
customer who are willing to have it. When it comes to Fitbit, they uses dual distributio for selling
their fitbit2 in the current market.
Promotion
The most important thing which is required by every company is promotion as it helps to
enhance the overall sale of a company. Promotion can be done with the help of different
communication mode but it is necessary that they are effective in nature. At present[, the most
popular way through which promotion can be done is digital marketing. In context of Apple,
they uses digital marketing for promoting their product at present as it is one popular means of
promotion. But, in past they used to do their promotion through the process of cinema, television
and website (Išoraitė, 2016). The main motive of apple for promoting their product is to clear the
mindset of every people that products are luxury in nature. When it comes to fitbit they used
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newspaper, their personal website for the promoting their product. Also, the main motive of
Fitbit to set the target of audience that their product is affordable by everyone when it is
compared with apple (Davari Farid, and et. al., 2019) .
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CONCLUSION
From the above file it can be concluded that marketing mix is one of the most important
thing which is required by every company. It is up to the choice of company that how they
implement this strategies. It can be easily found from the file that apple uses different technology
and method to promote and sell their product in the market when it is compared with Fitbit. But,
for both the companies Aaker framework, pricing strategy, Marketing Channels is very helpful
as it is helpful at the time of taking decision on regular basis.
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REFERENCES
Books & Journals
Festa, G., Cuomo, M. T., Metallo, G. and Festa, A., 2016. The (r) evolution of wine marketing
mix: From the 4Ps to the 4Es. Journal of Business Research. 69(5). pp.1550-1555.
Davari Farid, R. and et. al., 2019. Marketing mix for the promotion of biological control among
small-scale paddy farmers. International Journal of Pest Management. 65(1). pp.59-65.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. pp.2394-3629.
Evans, W. D., 2016. Introduction to Social Marketing Research. Social Marketing Research for
Global Public Health: Methods and Technologies. p.1.
Linh, N. K. and Ha, N. T., 2016. Consumer Attitude towards Marketing Practices in Vietnamese
Smartphone Market. VNU Journal of Science: Economics and Business. 32(2).
Chen, H. J., 2018. What drives consumers’ mobile shopping? 4Ps or shopping preferences?. Asia
Pacific Journal of Marketing and Logistics. 30(4). pp.797-815.
Lim, W. M., Jee, T. W. and De Run, E. C., 2018. Strategic brand management for higher
education institutions with graduate degree programs: empirical insights from the higher
education marketing mix. Journal of Strategic Marketing. pp.1-21.
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