Analysis

 Market segments
o Fitbit caters to both high-end and low-end customers.
o The organization's decision to focus on a broader and more diverse set of sectors has
broadened the range of possibilities.
o In the future, the targeted categories are likely to increase at a consistent rate.
o Fitbit's core consumer segment is the family with children, which necessitates Fitbit
performing social, emotional, and functional tasks in order to keep this market segment
happy and satisfied. The functional job entails conducting fundamental activities, the
social job is offering supplemental services to encourage family and social gatherings,
and the emotional job entails demonstrating concern and devotion to customer care.
 Frequency and quantities of purchase
o The volume and frequency of purchases in the targeted market are both high, indicating
positive growth for the company.
o Fitbit's marketing techniques can be adjusted in response to variations in frequency and
quantity by providing greater discounts and family promotions
 Brand Loyalty
o Fitbit operates in the low-involvement product category.
o When compared to high-involvement markets, creating brand loyalty in low-
involvement markets is typically more difficult due to the abundance of other options
and low switching costs.
o Customers of Fitbit are price-conscious. Fitbit must spend in consumer research
operations and continuously monitor their attitude and consumption behaviour due to
their price sensitivity, shifting tastes and preferences, and increased health
consciousness.
 Customer Needs
o It's crucial to figure out what aspects are most significant to customers and make them a
part of the marketing strategy
o Customers' shifting attitudes toward healthy options and a preference for quality over
pricing have significant implications for the company.