Marketing Mix - Fitbit

Extract

[...] Marketing Mix – Fitbit I. Introduction A. Fitbit Fitbit is an American group founded in 2007 by James Park and Eric Friedman. The company mainly markets products related to the field of fitness, connected watches and other activity trackers. In recent years, the group has shown a significant drop in turnover, the market being dominated by the giant Apple, which has a total market share of nearly 45%. In 2019, Fitbit's turnover was 229 million euros compared to, for example, nearly 310 million in 2016. [...]

[...] Specialized stores also sell the brand's products, such as Fnac, Darty or even hypermarkets, this is called the indirect channel. There are more than 500 retailers for the Fitbit Group across the country. Overall, the brand benefits from a fairly broad distribution model to help gain notoriety and broaden the target audience. The more products will be offered in places, such as speciality stores and hypermarkets, in particular, the higher sales will be. The net has taken an increasingly important place in the lives of consumers. [...]

[...] We were talking above about the importance of social networks, which not only gain notoriety but also maintain permanent contact with customers, and more generally with consumers. Today, all brands have a page on these sites, which are visited by hundreds of thousands of consumers every day. The brand can thus answer questions, create sporting or rather dietary events and gain long-term followers or subscribers. This is very positive for its notoriety, especially when you see the extent of the existing competition. Note that Fitbit also appears on YouTube-type channels, with videos describing the products sold or even featuring them during sports sessions. [...]

[...] Marketing mix de Fitbit A. Product Fitbit offers all types of products in the field of connected watches and activity bracelets. Having so many products available is a real strength for the group because consumers can choose according to the characteristics present on the devices, but also according to the price, which is relatively important, especially in a society where purchasing power tends to fall for some households. Fitbit very often develops new products in terms of electronic trainers this was the case in September 2020, with new products bearing the names of Versa Inspire 2 and Sense. [...]

[...] At the start of 2020, more than 75% of sales were dispersed among 9 major players, including the Fitbit Group, which accounts for around 12% of the market share. This is a market that has great future prospects ahead of it, with the fact that smartphones will always perform better and their users will always be more connected. Over 65% of users of this type of product are millennials. C. The Marketing Mix In this article, we will talk more about the Fitbit Group through the development of the company's marketing mix. [...]