This was a class assignment for my marketing module with NYU SCPS. We were told to pick a brand/product, suggest target market, USPs, and recommendations on how the brand can work out their marketing plan. It was a fun module with the lecturer, Ms Diana Tomai. She was very focused, and always very willing to clear my doubts along the way, even though we were 12 hours apart.

1. Fitbit-There’s a fit for everyone.
Mavis Chng
Key differentiating feature from other
fitness trackers. Different models and
designs for different needs, and range
of colours for bands, to suit everyday
use. According to Fitbit, “Get fit using
YOUR way.”
Target market:
- 18- 45 years old (approx)
- Males and Females
- Health conscious, or aims to become healthier
- Comfortable with technology, owns a smartphone
- On social media

2. Mavis Chng
- Wearable technology gains popularity in recent years, as people become more health conscious.
- The very first fitness trackers had designs which are dull, plain and boring. Newer designs aim to
make wearable tech fashionable, and integrate into our daily lives.
- Different Fitbit trackers gives people the option of how they want to work towards their fitness
goal. Different people will set different targets, and ways to achieve their goals. Eg, Everyday
fitness VS Active Fitness Vs Performance fitness. A 25 years old female office executive whose only
form of exercise is brisk walking requires only a Fitbit Flex, while a 30 year old male professional
gym trainer will need a Fitbit surge. The lady needs a trendy device, and change the straps of
different colours to suit her office wear, while the man can have a more rugged look device.
- Fitbit overcame the limitations of Jawbone by allowing users to connect to the mobile app using
Bluetooth, while older models of Jawbone could only syncing of data by plugging the iPhone to
connect with the app. Fitbit allows people to track their “performance” on the go, real time
update which satisfy the instant gratification psychology.
- Fitbit has a data protection policy, that assures users their information are kept private. Although
there are options for users to choose to “share” some information. Fitbit issues users with
“badges” if they hit a certain fitness milestone, such as walking the first 10,000 step a day, and
allows user to share it on their Facebook or Twitter profiles. As part of a public social profile,
people like to share as many “good” things about themselves, to portray a positive image. The
badges reflect one is an active and healthy person, which fulfills the emotional needs of users.
- More people are accustomed to new technology, but for early adoption, it needs to be easy to use.
Fitbit allows that ease of use, with easy navigation of the tracker and app. You do not need to be a
techie to have a tracking device that can help you to become a healthier person. The barrier to
participation is not high.