Marketing Situation : Fitbit Specializes

Fitbit, Inc. is a private start-up company specializing in consumer electronics related to the health and fitness industry. The company is headquartered in San Francisco, California and was founded in 2007. The Co-founders and managers are James Park and Eric Friedman. Fitbit, Inc. manufactures and markets products which track people’s fitness activities, routines, nutrition and sleep. The founders believe that Fitbit products will help transform people’s lives with these wearable devices that can help people monitor and be inspired to increase their daily routines. According to Fitbit.com, “Eric and James embarked on a journey to create a wearable product that would change the way we move and

Starting in May, the Apple Watch has garnered much attention. The Apple Watch has the technology to track and store information about the activity of the wearer – it can show a person’s daily activities, such as the amount of time spent sitting, standing, or moving, and it can provide and display goals, suggestions, and incentives for increased activity. The Apple Watch can also collect workout data, such as a person’s heart rate, calories burned, and other exercise –related statistics. Like other i-phones or mobile

Fitbit is a great wearable device that helps people maintain their health, and it works great as a fitness tracker. “Perhaps you have an autoimmune disease and have been required by your doctor to increase your level of fitness for health reasons. Thankfully, Fitbit is here to help you stay fit and help you with exercise” (5). Before Fitbit, you had to put big wires on your wrist and then exercise to be able to monitor your heart rate or to know how many calories you burnt during the day or work out. But now the monitoring occurs with a small wearable wrist device.

FitBit is a company that creates watch like devises that monitor your heart rate, hours you’ve slept and steps you’ve taken and climbed. This wireless device is used to inform its wearer if their daily routine is cutting it to keep them living healthy.

The objective of this paper is to introduce an extensive review of the Fitbit product evolution and marketing strategy as it relates to consumer demand and gained revenue. The Fitbit Tracker, released in December 2009, was the first of many Fitbit products. The latest models include the Fitbit Blaze, Fitbit Aria smart scale, Fitbit Alta, Fitbit Surge, Fitbit Charge, and the Fitbit Flex. The Fitbit is a wireless enabled wearable fitness tracking device with an intuitive user interface. The Fitbit competes with other brand models such

Picture this in you head, a wristband any color from blue to yellow and wearing it wherever you go to benefit the body. Well that time is now, because in the early 2016 Oral Roberts University made it a requirement for all freshmen’s to wear Fitbit to help maintain health fitness and personal information. The university concludes it’s a physical education course that will notify what kind of activity the students will be doing in and out of the campus. By doing so, most undergrads are tracked by how much they eat, sleep, and walk over 10,000 steps. Thanks to this technology, more and more people are participating in this program to exercise right and being well fit. Some viewers believe that wearing the Fitbit is a significant thing to the campus, but there is a huge disadvantage of what it can do.

Park and Friedman were able to ship around 5,000 units with a further 20,000 orders on the books. Park and Friedman raised more money for their product from Brad Field and teamed up with Best Buy. Fitbit products are now found in 650 Best Buys and thousands of retail stores worldwide. The first tracker was reviewed as “pretty good”. In 2011 Fitbit was improved by adding an altimeter, digital clock and a stopwatch. In 2012 Fitbit One and Fitbit Zip were the first wireless fitness trackers to use Bluetooth 4.0/ Bluetooth Smart. This model allowed people to sync their Fitbit with IOS and Android as well as the Fitbit website. In 2013 Fitbit created a wearable bracelet: Fitbit Flex. Although the product was not entirely successful. The wristband was irritating people’s skin due to the nickel in the product. This resulted in a recall in 2014 and the irritating factor can still be a problem in some of their products today.

This research proposal explores scholarly journals, internet articles, and my personal thoughts and ideas on the smartwatch, fitness band, and wearable market segment. I am proposing to obtain research on whether or not the Microsoft Band among other smart wrist wearables are currently and, if so, will continue to be desirable technological advancements in the market.

Identifying and evaluating the market would be the best course of action for Fitbit. A global presence is a terrific opportunity. Data surrounding markets which have the capability to leverage the tool would be important. Third world countries may benefit from the product, but not have the electronic capability to support and/or use Fitbit. In addition, the culture and social dynamics of the market would play a factor into how Fitbit is received and would be adopted. A health conscious country similar to the United States dynamics would be ideal. Or segments such as Hong Kong and parts of China may prove as ideal locations, due to the forward thinking

Prior to the introduction of activity tracking devices, individuals who were concerned with weight management or a healthy lifestyle would join gyms. Fitbit has made it possible for people to keep track of their wellness by determining the number of steps one takes, identify sleep patterns, and celebrate exercise milestones accomplished. Fitbit products reduce the time constraint, providing users with instant access to their fitness dashboard either directly from their phones or a computer. Fitbit users find it convenient to use the fitness tracker because it is easily worn around the wrist as an accessory or clipped to a particle of clothing.

The purpose of this essay is to investigate the validity and function of the Apple Watch’s fitness features. This will be determined in two ways. Firstly, the ability of the Apple Watch’s to promote a healthy lifestyle will be reviewed. Secondly, its ability to accurately measure and quantify this lifestyle will be analyzed.

Consumers are becoming health conscious and Fitbit’s is certainly in the right direction to help them with the wellness progress. However, given the fact Apple products crushed many companies and its iWatch is a key competitor for Fitbit Inc. when it comes to wearable products. Garmin also comes with GPS technology that certainly adds more values to its wearables.

(NYSE:FIT) on September 18 the stock was at 40.72 and fell to 37.92 by November 6. This means that the company has lost value over the past two months. Fitbit Inc. the leading seller of health tracking gadgets has come a long way after opening Its IPO in June at $20 dollars a share, while ending the first day at $29 dollars a share in the after-market hours and now to be found in the $30-40 dollar range is extremely amazing. But now, according to this time frame Fitbit has come to some complications as it sinks 15-20% by not meeting its quota or due to the CEO James Park not giving specific answers when asked questions about the performance of his company. Fitbit can’t run as a private company if it’s a public company “You can’t say ‘stay turned’ when people ask you how things are going, Fitbit Inc. has to play by the rules or the decline will stay consistent on great quarters. Fitbit Inc. is still as well a great company to invest in but always remembering there are other Fitness health tracking companies trying to

Expected technological advancements in health products are likely to contribute to greater spending on health. The FitBit as a technological health device shall greatly meet local consumer’s needs.

In todays society, marketing is the crucial machine that allows for the creation, promotion and selling of products and services. Because of its importance, marketers must be aware of the customers and the population before it can even begin creating products to fulfill certain wants and desires. Through the utilization of the marketing of Fitbit Alta, one is able to see how marketers must have a clear understanding of their target audience, be aware of its values and utilize these to maximize profit, return on investment and most importantly, customer satisfaction.