Customers

Objectives of Fitbit Marketing Strategy:

1. cautiously determining a target market

2. design marketing strategy aiming to achieve the positioning of the product

Factors

 Who? (Target market) – Fitbit’s inclination should be towards the niche segment as it is
more profitable
 How? (Customer purchase basket growth) – Growing customer purchase basket by Fitbit
products
 What is the level of brand awareness among target segment and general population –
Brand awareness of Fitbit is high; this can be used introduce new products for the niche
segments within the target market
 What is the Customer Life Time value – Fitbit Wellness should build a marketing plan that
may optimise client lifetime value rather than focusing marketing efforts on a single
transaction.
 What are the features most desired by consumers – Fitbit Wellness marketing managers
must determine which features are most requested by customers and how the company can
position itself to supply those important characteristics.