Fitbit: Marketing In The Digital Age

The brand has a team behind it who is very passionate about building products to reinvent how people experience the serious topic of personal health and fitness. The brand is dedicated to helping people reach their goals making sure they are, “encouraged to have fun, smile, and feel empowered along the way.” With the Fitbit products, the brand hopes to inspire consumers to live healthier with the

The marketing problem that Fitbay currently needs to solve is to increase the number of users to create a bigger group of future customers interested in their product. More specifically, this includes attracting online shoppers, businesses (excluding clothing manufacturers/retailers) and new market segments. Through the varying marketing audiences targeted Fitbay hopes to resolve this marketing problem.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

There are different ways on which brands can reach their customers and connect with them. Online Screen channels are becoming of main interest for brands to advertise in. From this, Youtube has become one of the main platforms on which brands decide to promote their content, not only because it is cost–effective, but because it can achieve a high impression by reaching a large audience. Different campaigns such as Volvo’s “The Epic Split”and Carrie’s Telekinetic café prank, prove the efficiency of such platform, and how different brands can take advantage of this to achieve viral marketing, such in the case of Bud Light’s Super Bowl “Up for whatever” campaign. The way in which the business approaches the consumer by taking advantage of

Health. Fitbit has become a cultural trend. For example, if a person observes someone lose weight by tracking their fitness on a Fitbit, then that person learns that they may also be able to lose weight if he or she acquires a Fitbit and replicates the same behavior. With the upper and middle classes being more health conscious, Fitbit is likely to sell more of its product

Today, people are focused on living and eating for a healthier lifestyle. One of the fastest growing businesses in the United States is the health industry. Business owners are investing and purchasing fitness franchises that offer low-cost membership as well as convenient hours. Snap Fitness is one of those franchises that have over 1,400 locations worldwide. One of the reasons that Snap Fitness would be beneficial to invest in and also to purchase is because it is a growing industry. “Economically, the health club industry has proven to be recession-proof, as health-minded consumers continue to look for a high-quality workout solution that provides the best value for their buck.” (Snap Fitness, 2015) Snap Fitness provides an in-house

Fresh of the IPO diving block, Fitbit Inc. shares have since soared, more than doubling in price at its peak. The company pioneers an industry of wearable technology, being one of the first to develop and manufacture wearable, fitness trackers. Their products allow users to monitor basic health statistics, such as calories burned and distance walked. Their products also track some unique metrics, such as active minutes and stairs climbed. Fitbit also manufactures the Fitbit Surge, a more complex fitness tracker, but with added abilities comparable to smartwatches. Furthermore, Fitbit offers a premium, subscription based service that allows users to enhance their experience with more insight and analysis on the data collected by the trackers.

The number of Australian households using computers and accessing the internet has significantly increased during past a few years. In 2008-09, nearly six million Australian households (72%) had internet access. There are nearly 10 million Facebook users in Australia which takes almost half of the population. Latest information about products and services can be spread quickly through the social network, which means the FitBit can use it to increase the brand awareness.

In 2014, Fitbit created its first ever Fitbit, the Flex. The flex was designed to encourage users to improve their health by having a bracelet that would track their steps, distance traveled and calories burned. The Fitbit Flex not only synced wirelessly to Iphone users, but to the newer android phones as well. With the 4.0 bluetooth, this watch could sync to any phone, as well as any computer, making users’ fitness goals easy to access. After renovations to

Using technology to try and improve your fitness is becoming more and more common these days. There are many devices available, however one of the lower cost and simpler to use options is a fitness tracker. But while wearables, and fitness trackers in particular, may be somewhat of a new trend -- there is one company that seems to have a slight edge in terms of name Fitbit, has been in the business for many years. The company was founded out of San Francisco, California in October 2007 by James Park and Eric Friendmen. The original tracker was dubbed simply the Fitbit, and now goes by the name of Fitbit Classic. The Fitbit Classic spent a few years on the market and was a bit limited in terms of features. The Fitbit is mostly used measures

Today Fitbit claims 77% of the business sector and contends with real players like Nike. The Fitbit application is the number one downloaded fitness App in Apple's App Store. Unlike blue chip competitors, who invested in marketing, Fitbit spent less on promoting in two years than Nike did on one

Our message will be targeted towards the bulk of our consumers who are dedicated high intensity workout participants. We know that with a smaller budget this will be a challenge. We believe that finding the right mix of outlets and properly conducting and vetting our research will help reach our consumers effectively. If implemented successfully, we’re confident that we can also reach consumers that fall outside of our target group but identify with our branding and messaging.

There are firms that are more successful than others. In this paper I have talked about one company, Fitbit. I have also discussed about the other companies that are in competition with Fitbit and those companies are Garmin and Jawbone. In this essay we have looked at the 4 P’s of Marketing and how Fitbit is using them. For product Fitbit has created multiple types of activity trackers that have different functions on them. Next, price was talked about and how price is a deciding factor when a customer is deciding a product. Following, promotions were discussed, it was discussed that Fitbit has done multiple promotions such as the “True Heroes” commercials. Lastly we talked about place/placement of the product or promotions. In this section

Once Bold is released in stores and online, Nike will continue promoting Bold through social media, specifically by working with social media influentials. Nike will contact up to 10 influential lifestyle/fitness bloggers to propose their products to over the 12 month period. Through compensated endorsements, bloggers will review Bold’s products through their own accounts. Our target market is most likely to react to reviews made by bloggers as they are more likely to trust those who have similar health and lifestyle values to themselves. In a recent technology report, by Research Now, a study showed that 84% of consumers purchase a product or service after reviewing them on a blog. Consumers between the ages of 25-34 read blogs everyday. Therefore, our target market age range of 24-34 years old would be considered heavy readers. The study also revealed that 46% use blogs to initially investigate products (Research Now, 2014). Because our target market is social media and trend oriented, blogs will be essential during the first 12 months of being launched.

The consumers nowadays are more sensitive while buying or making purchases they need higher attention and strong brands which influence their decision making process. Therefore companies invest millions of dollars in their advertisement campaigns to position their self-different and more unique as compare to competitors.