MG412: Marketing Mix Strategies & Brand Analysis - Apple vs. FitBit

This report provides a comparative analysis of the marketing mix strategies employed by Apple Watch Series 6 and FitBit Versa 2. It evaluates the segmentation, targeting, and positioning (STP) strategies of both brands, along with their product, pricing, promotion, and place strategies. The report utilizes Levitt's and Aaker's brand models to assess the functional and emotional values associated with each brand. The analysis reveals that Apple uses a price skimming strategy, while FitBit employs a premium pricing strategy. Promotional efforts and distribution channels are also compared, highlighting the different approaches taken by each company to reach their target markets and enhance their brand image. The report concludes that an effective marketing mix strategy is crucial for success in the competitive smartwatch market.

MG412 Principles of
Marketing
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Abstract
This report discussed effective marketing mix strategies and how they were implemented
in the two major brands. The primary goal of this report is to evaluate more about marketing mix
and compare the two major brands in order to generate a large amount of data about the two
brands. This comparative analysis will help the company to work effectively and manage their
strategies in different ways to gain more competitive advantage in the market. It is analysed that
the use of marketing mix and different models of branding improvise the strategies of companies
and helps them to enhance their customer's need and demand. This report covered the secondary
research for completing the study in more appropriate manner.
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Table of Contents
Abstract............................................................................................................................................2
Introduction.....................................................................................................................................4
Main Body.......................................................................................................................................4
Comparison of the two targeted market.................................................................................4
Product strategy......................................................................................................................5
Pricing strategy.......................................................................................................................7
Promotion strategy..................................................................................................................7
Place strategy..........................................................................................................................8
Conclusion.......................................................................................................................................9
References.....................................................................................................................................10
Books & Journals.................................................................................................................10
Online...................................................................................................................................10
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Introduction
Marketing mix is defined as a collection of controllable and tactile marketing tools used
by a company to elicit an effective and desirable response from their customers. It is necessary to
meet the needs of customers better than competitors with the help of an effective marketing mix
strategy (Esfahani and Ganji, 2021). This process includes the four P's of marketing i.e. products,
price, promotion and place. This report includes the comparison of two major brands that are
Apple watch series 6 and Fit-bit Versa 2. Apple Inc. is an American multinational technology
which specialized the products with the need of customer's electronic, computer and online
service. Apple holds 33.4% market share of the smart watch in the segmented and generate
revenue of $274 billion in 2020 (Apple Statistics, 2021). Whereas, Fit bit is the company is also
an American consumer company that is based on fitness. Fitbit smartwatches grew by 35% in
2021 as compare to 2020 (Fitbit Revenue and Usage Statistics, 2021). This report includes a
comparative analysis of marketing mix and demonstration of the STP in two chosen market
brand.
Main Body
Comparison of the two targeted market
STP stands for segmentation, targeting and positioning. It is basically a three step process
that allows the company for development and actionable marketing strategy.
 Segmentation: It is identify as the characteristic and common traits between the people
and market. In context to apple, the main segmentation market in all over the world with
the online presence in more than 88 countries. Customers seeking innovation,
professional, teenagers are the behavioural segmentation of the company. In addition to
this focusing on both male and females and age group of 20-35 years old people are
classified as demographic factors (Apple Inc.: Segmentation, Targeting, And Positioning,
2021). On the other hand, Fit-Bit, segmented those people who are wearable fitness
devices. Mainly focusing on female, in the age group of 35-44 years with high earner are
the segmentation process of the company in market.
 Targeting: Segmented markets that have previously been created and determined the
segment are most likely to generate conversions into different groups. In the case of
Apple, the customer target is based on individuals who value their high-quality products
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and services and are willing to pay a premium for them. Fit-bit active people, on the other
hand, are concerned with monitoring their health and are primarily concerned with
achieving a lifetime fitness process at a reasonable price and cost (Blaszka and Rascon,
2021).
 Positioning: This strategy allow the company to set their products or services into the
market that is different from their competitors. This is the final process where a company
link their products to their preferences of each and other segmented. Apple has shifted
their mono-segment to multi-segment market by increasing their products into ranges.
Mainly they are focusing on apple watch. On the other hand, Fit-bit positioning
themselves as premium brand offering high quality products to their buyer. Furthermore,
it is used to differentiate products, unique and best products to their customers.
Product strategy
Products referred to goods and services which a company offers to their valuable
customers and satisfying their needs. The chosen two brand use the Levitt and Aaker's brand
models that helps the company to perform effectively and achieve success into market. In order
to make comparison of two brands, these two models are chosen as it helps to evaluate their
functional and emotional values and work on the personalities of each brand.
Levitt model: The markers needed to think through the 5 level of the products and need
to be think for achieving customer value hierarchy. This model is helpful for knowing about the
customers and provide relevant information about products to their customers (Esfahani and
Ganji, 2021).
 Core products: This is the basic product that mainly focus on the purpose. In apple
brand, the basic products are apple watch, iPad, mobiles, accessories, TV and many
more. On the other hand, Fit-bit the core products are fitness tracker, smartwatches, etc.
that are mostly used by the customers (Wan, 2021).
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Illustration 1: apple series 6 watch,
2021
Illustration 2: fit-bit versa 2, 2021
 Expected products: This is all related to different aspects that a consumer gets at the
time of purchasing. The most expected thing that a customer wants from both of the
company is quality, fitness tracker in their watches, after Covid-19 a healthy insight and
curious for the family’s safety (Fleisch, Franz and Herrmann, 2021). whereas, Apple
watches are mainly focus on the growth and perspective of the customers with high
standards.
 Augmented products: This is the additional feature that a company provided. Apple
series 6 provided full screen, light model, retina display and have emergency SOS
features. Whereas, Fit-bit provided 6 days’ extra battery, premium smart and health
fitness watch and amazon Alexa feature within the watch.
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 Potential products: Products modification that a company wants into the future. Both of
the brands try to redesign their feature and make strategies for redesigning the products
facilities and provided longer updates like faster charging.
Aaker's brand model: This model comes out with the five dimensions of different brand
personality that includes sincerity, competence, excitement, sophisticated and ruggedness. In the
context to Apple, its smart watches are coming under the sophistication as this brand related to
luxurious, glamorous, upper classes and charming customers. Whereas, Fit-bit Versa 2 watches
comes under the category of Sincerity (Sanders, Wasserlauf and Passman, 2021). This model
provides a warm and appropriate relationship with family, friends, gifting, service, honour and
generosity.
Pricing strategy
A pricing strategy takes into the account of different segments, ability to pay, market
state, rival action, trade perimeter and different input cost. There are different types of pricing
strategies which are used by the companies, some of them are price skimming, market
penetration, premium pricing, economy and bundle pricing strategy. Apple smartwatches use
price skimming strategy, here company introduce their products at high price and gradually
lower down its value (Sanders, Wasserlauf and Passman, 2021). On the other hand, Fit-bit use
premium pricing strategy as they create high quality products and markets to the high income
individual (Fitbit Marketing 4P Mix Analysis, 2021). This strategy helps the company to work
effectively in the market and achieve higher market share.
Apple series 6 Fit-bit versa 2
Prices $399 starting $200
Price strategy Price skimming Premium pricing
Promotion strategy
Promotional strategy is related to integrate marketing communication strategy that helps
the companies to work effectively within market and attract large number of audience. Apple
smartwatches invest into specialised magazine, billboard, mobile advertisements and other ways
to increase their brand visibility into the market (Spinks, 2021). On the other hand, Fit-bit uses
360-degree approach for their promotional activities such as digital marketing, different reward
programmes, and conventional marketing strategies to attract higher customer's market and
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increase demand (Fitbit Marketing 4P Mix Analysis, 2021). These promotional strategies help
the brands to work effectively and gain large number of audience that further helps in increasing
profit.
Place strategy
Place or distribution channel is a set of process that deliver their products to their
customers and enable their products customization to increase opportunities for their customers.
Apple make a strategy to diversifying their products and network that helps to reach customers
market, irrespective of the factors like age, occupation and income. Apple is working in direct,
indirect distribution channel management. Furthermore, they make sure that their sales are
increased either in online or offline market (Turban, Pollard and Wood, 2021). On the other
hand, fit-bit use direct, indirect and hybrid distribution channel. That helps the company to
increase their market segment and achieve the targets into different manners. It will be helpful
for the both companies to increase their brand image by using the place strategy. With the
appropriate place strategy, both of the brands can increase their sales and revenue at e-commerce
or retailing platform.
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Illustration 4: Apple store, 2021 Illustration 5: Fit-bit store, 2021
Illustration 3: Announcing 4 days sales, 2021

Conclusion
From the above report, it is concluded that the use of effective marketing mix strategy
helps in identifying the growth and achieve success to work into the competitive world.
Marketing mix strategy allow the company to analyse about their customer’s and competitive
strategies. That helps them to work appropriately and gain more profitability ratio that helps the
company to work effectively. Furthermore, it is analysed that using STP, Levitt and Aaker's
brand models help the brands to improvise their image and work effectively into the market. The
chosen two brands and their comparative analyses show that they can further increase their
market image and work effectively in an appropriate marketing strategies.
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References
Books & Journals
Blaszka, M. and Rascon, N.A., 2021. Wearable Fitness Devices: An Investigation into Co-
constructed Meaning of Use. Communication & Sport, p.21674795211033332.
Esfahani, B.K. and Ganji, D., 2021, July. The Importance of Product Language: An Exploratory
Study of Smartwatches for Remote Healthcare. In International Conference on Applied
Human Factors and Ergonomics (pp. 67-73). Springer, Cham.
Fleisch, E., Franz, C. and Herrmann, A., 2021. The Digital Pill: What Everyone Should Know
about the Future of Our Healthcare System. Emerald Group Publishing.
McWhorter, R.R. and Bennett, E.E., 2021. Creepy technologies and the privacy issues of
invasive technologies. In Research Anthology on Privatizing and Securing Data (pp.
1726-1745). IGI Global.
Sanders, D.J., Wasserlauf, J. and Passman, R.S., 2021. Use of Smartphones and Wearables for
Arrhythmia Monitoring. Cardiac Electrophysiology Clinics, 13(3), pp.509-522.
Spinks, D., 2021. The Business of Belonging: How to Make Community Your Competitive
Advantage. John Wiley & Sons.
Turban, E., Pollard, C. and Wood, G., 2021. Information Technology for Management: Driving
Digital Transformation to Increase Local and Global Performance, Growth and
Sustainability. John Wiley & Sons.
Wan, E., 2021. Twitter as a potential goldmine: a data-driven product innovation approach in
the wearable device domain based on machine learning (Bachelor's thesis, University
of Twente).
Online
Apple Inc.: Segmentation, Targeting, And Positioning, 2021. [Online]. Available through:
<https://www.investingport.com/apple-inc-segmentation-targeting-and-positioning/>.
Apple Statistics, 2021. [Online]. Available through:
<https://www.businessofapps.com/data/apple-statistics/>.
Fitbit Marketing 4P Mix Analysis, 2021. [Online]. Available through:
<https://embapro.com/frontpage/marketing4pcase/8266-fitbit-wellness>.
Fitbit Revenue and Usage Statistics, 2021. [Online]. Available
through:<https://www.businessofapps.com/data/fitbit-statistics/>.
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