MG412 Principles of Marketing: Apple and Fitbit Analysis Report

This report provides an executive summary and introduction to the core principles of marketing, emphasizing their importance in the contemporary business environment. The main body delves into the marketing mix (product, price, place, and promotion) and the STP (segmentation, targeting, and positioning) marketing planning process. It analyzes these concepts in the context of two prominent companies, Apple and Fitbit, examining their target markets, product strategies, pricing models, distribution channels, and promotional activities. The report highlights how these companies apply marketing principles to achieve their goals. Secondary sources are utilized to gather information. The conclusion underscores the significance of adapting to changing market conditions and conducting thorough market analysis for effective decision-making and achieving competitive advantages. References include books and journals to support the analysis.

MG412 Principles of
Marketing

EXECUTIVE SUMMARY
The marketing concept is beneficial for business and individual as it gives a brief knowledge
and overview about the resources, customers, etc. Main aim of this report is to analyse importance
of principles in marketing. In this presented report secondary sources are being used in order to
collect information as well as data. Furthermore, it is too analysed that with changing period of time
this is becoming crucial to focus on theories, frameworks and market knowledge on basis of which
it is easy to lead to set goals or objectives.

Table of Contents
EXECUTIVE SUMMARY .................................................................................................................2
INTRODUCTION ...............................................................................................................................5
MAIN BODY ......................................................................................................................................5
Marketing Mix ................................................................................................................................5
STP marketing planning process ....................................................................................................6
CONCLUSION ...................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books & Journal: ............................................................................................................................9

INTRODUCTION
Marketing is a wider and broader concept which is needed to be focused by every
individual as it gives a deep insight of market and customers (Alva, 2018). Main aim of this report
is to understand the principles of marketing within contemporary business environment. So, this
report is based on two firms which are Fit bit and Apple. This presented report consists of 4 P's of
marketing mix and STP approach.
MAIN BODY
Marketing Mix
Marketing mix is to be defined as process or set of approach which is used by entity to
promote or advertise a brand. This is essential concept which is needed to be adopted and applied
with proper considerations. This consists of several elements which are discussed as follows-
 Target market- The target market is one in which entities products are sold and purchased
within market. This is essential to identify the target market so that it is easy to be aware
about the needs and demands of individual. In relation of Apple, they target market for the
Apple Watch series 6 is people who are into fitness and like to wear watches. In case of
Fitbit Versa 2, the target market is people with age group between 18-45 (Azhar, 2019).
 Product- This is to be defined as item or thing which is meant for sale. Product of firm are
needed to be focused so that exchange process is done in correct way. In relevance of Apple,

they have wide range of products such as Macbook, Apple Watch, etc. Whereas in context
of Fit Bit, they too have a wide range of products such as Fit Bit watch series 2, 3 etc.
According to Levitt's model, the product of business is divided into many categories which
are mentioned as follows-
 Core benefit- Core benefits are those which provide benefits to the market and are also
mostly purchased by buyer. But also various benefits are there such as designing installation
which are to be focused. So, in viewpoint of Apple they also focus on their providing of core
benefits like built quality of watch, phones,etc. Fitbit too deliver core benefits like a good
packaging of watches, a unique design etc. (Brotspies, 2019).
 Actual product- This is too analysed actual product of are those which will be actually
purchased by people and customers. Also, list of core benefits are listed into product that
people will buy. Apple actual product is that that have launched their new Apple watch
series 6 and in case of fitbit, their actual product is Fitbit versa 3 and 2.
 Augmented product- This is another level in which it focuses on seller added new features
and services to differentiate it from others. Apple augmented product is their high quality of
services. Whereas Fitbit main augment product is their watches built design.
 Price- A price refers to value of item or a thing which is meant for sale. In business, it is
essential to set the price of a product so that it is easy to carry out exchange process. In
relation of Apple, they use price strategies for example- they use premium price strategy. In
case of Fit Bit, they too use price strategy such as lower pricing strategy. This is crucial to
use pricing strategies so that it is easy to achieve competitive benefits in market (Cavaleri,
2018).
 Place- A place refers to location or distribution channel which is used to distribute a product
to customers. Apple distribute its products across the globe and also has number of stores as
well as as sell products to customers via online website and e-commerce applications. In
relevance of Fit bit, they too distribute their products through digital channels. Both Fit bit
and Apple focuses on mass market. A place play crucial role as because organisation need
to make assure that customers find it easy to access to resources and product of a company
without facing any problem (Datta, 2017).
 Promotion- Promotion refers to promotion & advertising of a brand in market within aim of
accessing to customers, resources and market in easy way. In business, it is essential to
promote a brand so that goodwill of a firm increases. There are various types of techniques
that are used such as personal selling, online promotion, promoting through e-commerce

platform etc. In relation of Apple, they too promote their brand through using digital
marketing channels and social media platforms such as Facebook, Instagram, etc. In context
of selected brand Fitbit, they promote their brand through their online and official website
and social media channels. Apple uses communication method such as advertising and word
of mouth as mode of communication.
Therefore, above explained matter shows that it is crucial to focus on these marketing
approaches and concepts so that it is easy to achieve organisational goals as well as objectives.
Moreover, it is examined that it is necessary to have relevant market information so that problem
does not occur in future time period.
STP marketing planning process
In marketing, STP is a type of approach which is used to access to market and achieve
competitive benefits. STP is a essential concept on the basis of which both chosen firm are able to
access to proper implementation of planning in correct way. This is further discussed as follows-
Segmentation- It is a first element of a STP approach in which it specifies about the
dividing of market on the basis of different variables such as demographic, psycho graphic, etc. So,
in relation of Apple, they segment their market on basis of demographic variables. Whereas in case
of Fitbit, they segment their market on basis of demographic factor which includes disposable
income, family size etc.
Targeting- This is another element of STP in which it focuses on targeting of market which
has potential ability to purchase the product. Targeting is crucial as because it helps in accessing to
potential market in easy way. So, in context of Apple watch series 6 target market is those people
who like to remain fit. Whereas in case of Fitbit, their target market is healthy conscious people and
individual with age group of 18-40. Identifying and analysing of a target market is crucial to make
proper decisions about the market sectors and change situations (Houghtaling, 2019).
Positioning- It refers to creating and developing of image in the minds of customers. It is
crucial to have a higher position in market as it helps in reaching to goals and market in simpler
manner. In case of Apple, they have a premium positioning in the market and across the globe on
basis of which they are able to obtain benefits. It is often seen that in customers often get excited
about the product when it comes to Apple as because of their luxurious products, premium quality
etc. Fitbit, too have premium positioning within market.
After a examining of above paragraph, it is analysed that it is necessary for enterprise to

focus on these marketing concepts in order to achieve competitive benefits. So, these are to be
adopted in correct way so that appropriate kind of objectives are achieved (Kotler, 2017).
CONCLUSION
After a brief analysis of above report, it has been concluded that principles of marketing are
crucial to be applied so that it is easy for businesses to achieve goals and objectives. So, discussions
have been made about marketing principles, marketing mix and STP approach. Furthermore, it has
been stated that it is critically important to focus on changing market situation so that it is easy to
make decisions in most effective manner. This is too stated that by conducting a proper market
analysis it is easy to execute business activities and operations.

REFERENCES
Books & Journal:
Alva, 2018. Accenture–Understanding Sustainable Business Strategies. International Journal of
Case Studies in Business, IT and Education (IJCSBE), 2(1), pp.54-63.
Azhar, 2019. Effect of Marketing Mix and Service Quality on Tourist Satisfaction. Proceeding UII-
ICABE, 1(1), pp.133-140.
Brotspies, 2019. Rethinking business segmentation: A conceptual model and strategic insights.
Journal of Strategic Marketing, 27(2), pp.164-176.
Cavaleri, 2018. Rethinking sustainability strategies. Journal of Strategy and Management.
Datta, 2017. A conceptual study on experiential marketing: Importance, strategic issues and its
impact. International Journal of Research-GRANTHAALAYAH, 5(7), pp.26-30.
Houghtaling, 2019. A systematic review of factors that influence food store owner and manager
decision making and ability or willingness to use choice architecture and marketing mix
strategies to encourage healthy consumer purchases in the United States, 2005–2017.
International Journal of Behavioral Nutrition and Physical Activity, 16(1), pp.1-14.

Kotler, 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical Research in
Marketing.
Lim, 2020. The sharing economy: A marketing perspective. Australasian Marketing Journal (AMJ),
28(3), pp.4-13.
Mahajan, 2017. Incorporating 11 p's of service marketing mix and its impact on the development of
technical education. Journal of Entrepreneurship Education, 20(2).
Payne, 2017. Relationship marketing: looking backwards towards the future. Journal of services
marketing.
Yousaf, 2018. The effects of e-marketing orientation on strategic business performance: Mediating
role of e-trust. World Journal of Entrepreneurship, Management and Sustainable
Development.