Fitbit Case Study

Question 1

Fitbit is an interactive device to measure body functions such as heart rate, steps climbed or walked and other personal health data, like heart rate and quality of sleep. It is worn on your wrist or waist, depending on which Fitbit you are using. Fitbit is made by Fitbit, Inc. with their main office in San Francisco, California. The company was founded by James Park and Eric Friedman in 2007. As per Samuel Hum stated, “Fitbit went from almost going out of business 7 times to having sales of $745.3 million in 5 years.” The company website, Fitbit, states that the company mission is “To empower and inspire you to live a healthier, more active life. We design products and experiences that fit seamlessly into your life so you can
Our marketing and advertising efforts target a wide range of consumers and leverage traditional advertising methods (including television, cinema, and print magazines), sponsorships and public relations, digital marketing, channel marketing, and endorsements by professional athletes and celebrities.1

Question 5 The company is using a Patronage-oriented pricing strategy. That way they can maximize the number of customers that are using their products. They do this by having different kinds of Fitbits with different pricing and different features. The optional features of the are the Fitbit Premium at $49.99 a year and the FitStar which can be paid monthly for $7.99 or yearly at $39.99. One of the promotional strategy used by the company using personal information sources, because they use celebrities to promote their products. The company distributes their products in retail establishments, directly to the consumer through their website, and corporate wellness program, which is a employee wellness program that promote health behaviors. The company sells it directly to employers, health insurance companies or wellness program providers. The retail establishment that the company sells can be large retails stores, onlines stores like Amazon, sporting good stores and wireless carries such as ATT or
The desire to be in better shape and to lose weight are two reasons why a person would purchase this product.

Question 10 The marketers are trying to diversification because they have a number of different products, each targeted to different consumers. By now offering Fitbits with watches, wifi, exercise programs and different apps, they are diversifying their products offered. The monthly charges for the FitStar services is another way the company is diversifying. The marketers are also using product development to increase sales, they do this by coming up with new Fitbits and with new apps for the products that they sell.

Question 11 The company's reputation is good, I reviewed their Facebook page and found very few negative things about the Fitbit. Michael Sawh compared Fitbit Blaze and the Apple watch and had this to say, “Fitbit's new design is a welcome change, and for activity tracking fans its focus on fitness is a winner. But for feature diversity the Apple Watch is hard to