![]() However, there are some critical differences between these two companies. Fitbit remains a second brand that tries to compete with the leader, Apple, that has stable positions and benefit from the growing demand on its products.Īltogether, the comparison of essential aspects of both companies’ functioning shows that Apple and Fitbit have stable positions in the segment of wearables. The given numbers demonstrate the existence of a critical difference between the two selected brands. Additionally, the corporation experiences a loss of about 38% per share or about $312 million in revenue (Feiner, 2019). The income of Fitbit is significantly lower, and it constitutes about $1.48 billion ( Press release details, n.d.). The brand reports that in the first quarter of 2020, it managed to earn about $10 billion (O’Hara, 2020). Moreover, it has about 1.9 million shipments, which evidences the growing demand for the company’s products.Ĭomparing the overall revenues from selling the products, Apple also holds leading positions. It holds the second position in the segment, with 24.1% of the market share ( Press release details, n.d.). However, Fitbit continues to improve its positions and become another significant actor in the market. It also indicates a stable growth of about 32% per year, which is a positive result (O’Hara, 2020). Statistics show that the brand possesses 37.9% of market share, with 2.9 million watches sold in the US and Canada during the 2nd quarter (Lovejoy, 2019). These differences in advertising campaigns are preconditioned by different positions of Apple and Fitbit in the selected segment and existing opportunities.Ī comparison of companies’ marketplace data shows the dominance of Apple in the wearables segment. Additionally, it devotes much attention to health concerns and states that the Fitbit watch is a useful tool to remain in good shape and care about the current health status. The firm launches a potent advertising campaign to create a recognizable image of the brand and familiarize people with its products, which is fundamental for sales. Moreover, the product benefits from the recognizable logo and the positive image of the brand.įitbit employs another marketing strategy because of its current position in the market. ![]() The marketing campaign is aimed at the popularization of the idea that the brand’s products are unrivaled, and its comparatively high price is explained by the combination of factors mentioned above (Lovejoy, 2019). Apple Watch is positioned as a high-class, premium, and even luxurious device that meets customers’ demands to differentiation, diversity, and the ability to emphasize their status. ![]() Apple’s sales and marketing strategy emphasizes the unique quality of products offered to its clients. ![]()
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