A Comparative Analysis of Marketing Principles: Apple vs Fitbit

This report provides an executive summary and detailed analysis of the marketing principles employed by Apple and Fitbit. It focuses on key aspects of the marketing mix, including target market segmentation, product strategies, pricing models, distribution channels (place), and promotional activities. The report examines how both companies, particularly Apple Watch Series 4 and Fitbit2, utilize these principles to gain a competitive edge. The analysis covers their approaches to segmentation, targeting, and positioning within their respective markets, as well as how they leverage product features, pricing strategies (competitive and premium), distribution channels (physical stores, online presence), and promotional methods (advertisements, events) to attract and retain customers. The conclusion highlights the similarities in their strategies and the importance of adapting to maintain profitability in a competitive environment.

Principles of
Marketing

EXECUTIVE SUMMARY
This report is based on various marketing principles which are being adopted by
Companies so that they can use it as marketing tool. There are basically five major aspects
which are being studies in this report such as target market, product, place, price and promotion.
These aspects are used to make analysis of what are different aspects which helps in maintaining
overall growth of company. In this report two companies which are Apple and Fitbit2 are
considered and it is being analysed how they are using different principles of marketing in
forming strategies.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
1)Target Market..........................................................................................................................3
2) Product....................................................................................................................................4
3) Price........................................................................................................................................5
4) Place........................................................................................................................................5
5) Promotion................................................................................................................................5
CONCLUSION................................................................................................................................6
Reference.........................................................................................................................................8

INTRODUCTION
Organisations have some laid down objectives which they have to achieve using various
strategies and tactics in organisations. Marketing mix is one of the strategies which is commonly
applied to business which helps them in Identification of products which can helps them in
satisfying their customers (Acquaah, 2019). Pricing strategies help in setting prices, places help
in deciding the distribution strategy of companies. This report consists of two companies which
are Apple watch series and Fitbit2. Apple watch series 4 is a series which has been developed by
Apple Inc. as a watch with tracking capabilities and fitness health. Fitbit2 is a brand which is
owned by Google and is also used for tracking various activities related to fitness. This report
includes these two brands and discussion related to their target market.
1)Target Market
Target market refers to a group of persons to whom company is approaching to sale their
products. Based on this target market company makes a various marketing efforts which help the
organisation in deciding various ways to promote their services and products n which they are
dealing. Below discussed is the target market for two major products:
Target market of Fitbit2 :
Segmentation – This is a strategy in which target market is decided into smaller segments based
on similar characteristics which they share. Fitbit2 has made division of market into two
segments based in similar behaviour shown by people(Hanssens, and Pauwels, 2016). They are
considering their target market those people who are engaged in various sports activities or
physical activities in sports. They are also targeting that segment of customers who are willing to
adopt healthy lifestyle.
Targeting – there are different segments divided based on which customers are targeted by the
company. Fitbit2 is targeting those individuals who belong to age group older than 30 years and
they poses motivation for a active and healthy life. They target those people who monitor
activities which makes them attracted towards more healthy lifestyle.

Positioning – They position their products in various physical stores and have formed
collaboration with various distributors who display their product in stores so that customers can
get attracted towards it and then purchase them.
Target market of Apple Watch Series 4 :
Segmentation – The Apple watch series 4 has made divisions in the market based on various
factors which are demographic factors, people belonging to different income groups. Main target
group is youth as they believe in getting along with changing trends of market.
Targeting – Apple watch has a target market for those customers who are very brand conscious
and they belong to various income groups which are medium, medium-high and high income
group.
Positioning - The Apple watch series 4 is easily available in stores they are also having online
presence as they are present on all shopping sites and also on apple's website.
On basis of above factors it can be identified that both the brands are having similar
target market and they also have similar strategies because both products are similar to each
other to a great extent. To make a particular product successful there are many strategies which
are being formulated by companies to launch their products. In the overall strategy of marketing
mix for majorly two products which are being discussed according to strategy related to price,
product, promotion and place(Spreen, 2016).
2) Product
The product is analysed with the usage of Levitt's Model based on model various
attributes such as shape, packaging, colour, scheme, features etc. are used to categorise product
in different categories which are formal product, core product, potential product and Augmented
product.
The Apple watch series 4 is also a core product which is satisfying basic requirement of
customers but they posses some unique features which is helping to make the product as
augment product as these features are not expected by their target customers. Salient features are
high notifications, sharing of activity with friends, workout detection and many others. It also
provides various achievement awards and many challenges(Hill, Griffiths and Lim, 2018).
Fitbit2 is satisfying core services such as it is helping their customers in tracking their
exercise and other activities such as their heart rate, sleep stages remainders and other features.

These are some of the features which are not expected by their customers and this is making
product augmented.
3) Price
The overall pricing strategy is useful in determination of prices at which products can be
offered to their customers. Mostly these companies are using competitive pricing strategy in the
organisation which is useful for them in creation of a position in the market(Baker, 2016). The
pricing strategy of these two products is explained below:
The overall pricing strategy related to Fitbit2 is the economic strategy which is varying
from each product. Accessories of products are more costly and they quality which they offer
makes the products more costly. With increase in style prices are rising up.
The overall pricing Strategy of Apple watch series 4 can be a premium pricing strategy in
which process will be high as compared to their competitors. Apple is a brand which is very
confident as they have very loyal customers who are ready to pay high prices for their products.
4) Place
This strategy is very helpful for companies on identification of various channels of
distribution which is used to make products available to their consumers. To get a competitive
advantage and make product available to their customers Companies started selecting a strategy
which is related to effective place(Brown, , 2015).
Fitbit2 is available to customers by having a physical presence in various stores which
are having a authority to sell these products. Apart from this they are also having a online
presence as this product is available on company's website and various other shopping sites.
From where customer can easily purchase these products.
Apple watch series4 is easily available at various stores such as luxury stores who are
having tie ups with different companies. These products can also be approached with the help of
website of this company and other shopping applications and websites.
5) Promotion
With the usage of various promotional stratgies Companies can attract their customers by
making them aware about their products, benefits and unique features which they are offering to

their customers. This is done be selection of a combination of promotion mix which is used for
sales promotion, advertisement etc.
The promotion mix is used by Apple to promote their products which is Apple watch
series 4 they are adverting their products with use of various sources of electronic media such as
television advertisements. They are also making use of different type of print media sources such
as newspaper, hoardings etc. to increase their presence and visibility of their brands company is
making use of different promotional strategies.
The promotion mix which Fitbit is using is advertising & at same time this brand is also
using various methods of promotion. They are adverting their products with various attractive
short advertisements which is promoting their products. Fitbit is also involved in different events
to attract more public by making them aware them about their brand which leads to getting
attracted towards the products more easily and this has a positive effect on sales of
company(Shaw, 2016).
From above discussion of various strategies which are being adopted by these tow brands
it can be said that bot are using almost similar strategies as these both are competitors of each
other. Which means it becomes very important for them to adopt similar strategies to get a
competitive advantage and survival of their product for long time. To survive in such a
competitive environment it is necessary to timely modify their strategies by bot these brands to
maintain their profitability ratio.

CONCLUSION
From the above discussion it can be concluded that all organisation are using various
different strategies which is helping them in achievement of overall objectives. Both these brands
are using four P's which is helping them to market their products effectively in market and
survive in the competition. Such P's are used for identifying various strategies which has to be
followed by these competitors and are suitable for using them in the company. Apple watch
series 4 is a more renowned brand as compared to Fitbit because Apple has already established a
successful brand image in the market and customer loyalty. It is also discovered that prices of
products cannot be differentiated and is easily available for people belonging to different income
groups. This helps them in offering products at reasonable prices. Companies have to focus on
various advertisements so that awareness can be created.

Reference
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