Fitbit initially started off as a company formerly known as “Healthy Metrics Research, Inc.” that consisted of only the two founders, James Park and Eric Friedman. Eight years later, they have grown to more than 900 employees in offices all over the world, with their main headquarters in San Francisco, California. Throughout the years, Fitbit has had a few downfalls and failures in their company. In March of 2013, Fitbit was sued by Fitbug alleging “trademark infringement and unfair business practices” (mobihealthnews.com). This lawsuit lasted nearly two years but resulted in a win for Fitbit. Additionally, in February 2014, the Fitbit Force was recalled and never returned to the market due to a number of complaints of skin irritation. Fitbit is mostly known for their wearable fitness trackers that …show more content…
Their 30-second television commercials are usually showing these individuals going through rigorous workouts or regular day-to-day activities. Their suggested target market is from age 30 and up. We believe that showing older consumers using Fitbit would be improve their overall perception of what Fitbit’s products can be used for. It is more than a fitness tracker; therefore, advertisements showing the use of the health features such as the heart rate monitor should be incorporated into their marketing plan. Children obesity is also a major controversial topic that Fitbit can market off of by producing a another line specifically made of children that is more “kid use friendly” and durable. Fitbit’s mission is as stated: “We're a passionate team dedicated to health and fitness who are building products that help transform people's lives. While health can be serious business, we feel it doesn't have to be. We believe you're more likely to reach your goals if you're encouraged to have fun, smile, and feel empowered along the way.”Marketing