Case Study Fitbit

Good Essays
Fitbit is a company that strives to make the seemingly impossible task of getting healthy not only achievable, but interactive and enjoyable. Though there are many reasons for consumers to choose the Fitbit Blaze, one of main reasons include the fact that it is much cheaper than its competitors. In fact one scholar said “the highest-end Fitbit product is $100 cheaper than Apple Watch 's cheapest version” (Morrison). Another reason is the Fitbit Blaze is sold in fitness stores and some retail stores which makes it more accessible than its competitors who market heavily online. And lastly, many consumers already associate Fitbit with an effective and successful product. Fitbit has already done a good job in advertising their newest product, the …show more content…
Utilizing creative commercials that focus on getting outside and being active would go very far in boosting sales of the Fitbit Blaze. Also, Fitbit has shown that the consumer does not necessarily need to be an athlete to benefit from using their technology. If Fitbit continues to market to both athletes and just the average person who is trying to get fit, they can maximize their target audience and sell more units. Another recommendation we made was for Fitbit to venture further down the path of fashion with later products and cater more towards the non-athletic demographic. Fitbit had already starting doing this somewhat with the Fitbit Blaze but what it really needed it a unique design that makes a bold statement. This way Fitbit could draw from some of the consumers that would normally have bought an Apple Watch or a Samsung Gear. With some minor changes, our team believes the company can yield much profit from selling the Fitbit …show more content…
That being said, our team also provided a list of changes we would make on the Blaze to yield the most profit. The Blaze is not really promoted as well as it could be. We would suggest that the company focus more resources on creating creative T.V. commercials and billboard ads. The product itself would benefit with the addition of a camera function because some competitors, such as Samsung, already have this feature. Also, the Fitbit Blaze is sold exclusively online and in fitness stores, and has yet to be sold in retail stores other than Kohl’s and a select few of others. Branching out to more retail stores will help Fitbit become more accessible to people who do not regularly frequent fitness stores. It seems that the next logical progression for Fitbit would be to market themselves as a fashionable accessory. With this move, Fitbit could start regaining some of the ground lost to another main competitor, the Apple Watch. The Apple Watch is known for having a sleek design and a futuristic style and is in high demand. If Fitbit were to create a new product line that focused mainly on a reimagined aesthetically pleasing model, it would most likely do very well the current market. In conclusion, our team’s professional recommendations to enhance the Blaze’s profitability are: to produce

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