Marketing Case Study Fitbit

How are users (or non-users even) involved in shaping that technology? In modifying or using it according to their needs?

In any free market economy, the user’s needs (demand) are what drives innovation. Currently, heath and fitness have been deemed significant by many, with exponential growth seen within the application market. This high consumer demand has ignited a flurry of products within the market. The creation of a multifaceted product, Fitbit, has been shaped by the idea of developing the overall health of their customers, targeting fitness, diet, and sleep goals.

With a variety of readily available platforms, customers more than ever, have the power to share their opinions and views with mass audiences. Subsequently, this transparency,

Complaints were abundant, including such things as, inability to track heart rate, lack of GPS, lack of clock, poor battery life, as well many questioning the integrity of the product, claiming to be “water resistance”. Since their launch in 2009, 14 other Fitbit products have been released onto market, addressing several demands by consumers. Prices had varied, keeping modest pricing, while also introducing more luxurious and equipped versions of their products. In an upgraded version of the basic model, there was an extended battery life as well a GPS, clock and increased heart rate tracking capabilities. Furthermore, waterproofing was added to help address the growing concern, regarding the integrity of the claimed “water

This group of individuals has the disposable cash to acquire the Fitbit's hefty 200-dollar price tag and utilizes it primarily for improving the damage done by a career of sedentary office work. This tool allows for monitoring of steps and heart rate which provides tangible goals for this group of people to work and improve on health. These people are the most likely to wear their Fitbits at all times because they are looking for value on improving their general health. The watch functionality is utilized slightly more than from other groups, but this is chopped mostly up to familiarity with wearing watches their entire lives.

The second group of users for the Fitbit are athletes and active gym goers. These people use the Fitbits sensors and tracking suits to monitor their performance in the hopes of pushing their physical stamina as far as it will go. Due to this intent they are less likely to wear the Fitbit during their regular lives outside of training because it is seen as a performance enhancing tool, not a tool for general happiness or wellness enhancement. These people will likely get them in groups to compare performance with their peers in a competitive manner with the goal of being the fastest, strongest