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Fitbit Marketing Plan

665 Words3 Pages

Company Research Company Profile Brief Overview Fitbit, Inc. (Fitbit or “the company”) is a privately-held, venture capital backed consumer products and services company which specialises in fitness tracking products (PrivCo 2016?). According to the company’s annual report, Fitbit provides connected fitness devices, services and software, including mobile apps and an online dashboard, data analytics, social and motivational tools, personalised insights, and virtual coaching (MarketLine 2016, p. 3). It pioneered the connected health and fitness market starting in 2007, and since then, has grown into a leading global health and fitness brand (Fitbit, Inc. 2016). The company’s headquarters is in San Francisco, California and Fitbit operates in …show more content…

2016). Before the launch of Fitbit Blaze, it had released a variety of products to suit different consumers’ needs. The first fitness tracker, Fitbit Tracker, was launched at the end of 2009 and it tracks steps, distance, calories burned, intensity of activity and sleep (MarketLine 2016, p. 5). Subsequently, the company launched Fitbit Ultra, an improved product with added altimeter, a digital clock and a stopwatch; Fitbit Aria, a Wi-Fi connected scale which measures body mass index (BMI), body fat percentage and weight; Fitbit Zip, a basic wireless activity tracker which measures user’s calories burned, steps and distance; Fitbit One, a similar wireless sleep and activity tracker; Fitbit Flex, a wireless sleep and activity wristband tracker; Fitbit Charge, a sleep and activity wristband tracker for everyday users; Fitbit Charge HR; a wireless activity and heart rate wristband tracker; and Fitbit Surge, a smart fitness watch that incorporates functions of a heart rate tracker, activity tracker, global positioning system (GPS), and smartwatch (MarketLine 2016, p. …show more content…

It incorporates functions of an activity tracker, heart rate tracker and smartwatch. Fitbit Blaze has multi-sport functionality, provides run cues, tracks outdoor cycling activity, contains a stopwatch and timer, and is also created with advanced smartwatch functions, inclusive of text and call notifications as well as music control. Similar to the other Fitbit trackers, it provides the basic function of measuring everyday activities such as steps, distance, floors climbed, calories burned, active minutes and automatically keeps track of sleep at night. Its features consist of a colour touchscreen, easily replaceable bands and frames, and a slim design. There are three colours and sizes for this product, and it has a rechargeable battery life of five days (Fitbit, Inc. 2016, p.

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