The researchers studied the Fitbit fitness tracker to determine its target market and how to increase its success. They hypothesized that females, those with high self-esteem, and people who exercise outside of gyms would be more likely to purchase Fitbits. Through interviews and surveys, they found support for these hypotheses and that over 60% of participants knew the Fitbit. Adding a weight lifting repetition tracker increased perceptions that the product met users' needs. The researchers recommend this feature and promoting Fitbits at athletic/fitness locations.
I am big fan of Digital Health. I researched one of companies well know for wearable trackers. This slide contains from its mission to latest news.
Feel free to give feedback to me and ask me any questions.
mijeongchloekim@gmail.com
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Contents
*Intro
Mission
About Fitbit
About CEO, CTO
Office: headquarter, branches
*Performance
Public Offering
Clinical Research
Acquisitions
*Finance
Public Offering
Financial Statement
Funding Rounds
Investors
*Appendix
SWOT Analysis
Latest News
Being a Data Enthusiast and someone with deep interest in strategy, this is my take on what Fitbit should do in the future. This was a group project with my two amazing team mates from my Strategic Information Management class!
I am big fan of Digital Health. I researched one of companies well know for wearable trackers. This slide contains from its mission to latest news.
Feel free to give feedback to me and ask me any questions.
mijeongchloekim@gmail.com
----------------------------------------------------------------------------------
Contents
*Intro
Mission
About Fitbit
About CEO, CTO
Office: headquarter, branches
*Performance
Public Offering
Clinical Research
Acquisitions
*Finance
Public Offering
Financial Statement
Funding Rounds
Investors
*Appendix
SWOT Analysis
Latest News
Being a Data Enthusiast and someone with deep interest in strategy, this is my take on what Fitbit should do in the future. This was a group project with my two amazing team mates from my Strategic Information Management class!
For a market researching class at UNL, I worked with a group of classmates to collect and analyze market research data to understand how the Fitbit company and it's products are viewed in the market. This project included hosting focus groups and one-on-one interviews, creating and disseminating a questionnaire, and testing different market research hypothesis with data analysis tools.
Fitoop.com is the Mint.com of health and fitness data.
Fitoop not only aggregates, and analyzes your data, but also provides you with custom suggestions on how to be a healthier and happier you.
This PowerPoint gives leeway to the market of "wearables" an up and coming piece of technology that is able to be worn on the body for convenience. In addition, we have also shed light on the market value of the piece of technology and the competitors of the Fitbit.
Also, showing people the difference between a wide variety of 'wearables' and why some brands are more sustainable and popular than others.
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.
Fitbit is wearable device which is your friend which always taking care of your health.
Fitbit is a company name which introduces fitness watch and the name is Fitbit with some extension.
Follow on: mohangukanti.wordpress.com
A powerpoint I created for a group project in my Integrated Marketing Communications class. The objective of the project was to create a new product line and create a marketing plan for it.
Concept Pitch for Fitbit Premium Marketplace --
University of Washington Software Product Management Certificate Program -- Dec. 5, 2012
Greg Camenzind, Paul Siemering, Savio Tsui
SnapSnack allows you to track your calories by taking photos of your food, and puts you in touch with a community of likeminded people to help you achieve your healthy eating goals.
UK FMCG Consumers' Perspectives on Brand Content | New Research from Me.jpmhMe.jpmh
A summary of highlight findings from a 2014 consumer study including:
Levels of Consumer Trust in Brand Content
Influence on Purchase Decision Making
Comparative Impact versus Advertising
Content Preferences by Product Category
Content Preferences by Platform
Brand Voice for Brand Content
For a market researching class at UNL, I worked with a group of classmates to collect and analyze market research data to understand how the Fitbit company and it's products are viewed in the market. This project included hosting focus groups and one-on-one interviews, creating and disseminating a questionnaire, and testing different market research hypothesis with data analysis tools.
Fitoop.com is the Mint.com of health and fitness data.
Fitoop not only aggregates, and analyzes your data, but also provides you with custom suggestions on how to be a healthier and happier you.
This PowerPoint gives leeway to the market of "wearables" an up and coming piece of technology that is able to be worn on the body for convenience. In addition, we have also shed light on the market value of the piece of technology and the competitors of the Fitbit.
Also, showing people the difference between a wide variety of 'wearables' and why some brands are more sustainable and popular than others.
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.
Fitbit is wearable device which is your friend which always taking care of your health.
Fitbit is a company name which introduces fitness watch and the name is Fitbit with some extension.
Follow on: mohangukanti.wordpress.com
A powerpoint I created for a group project in my Integrated Marketing Communications class. The objective of the project was to create a new product line and create a marketing plan for it.
Concept Pitch for Fitbit Premium Marketplace --
University of Washington Software Product Management Certificate Program -- Dec. 5, 2012
Greg Camenzind, Paul Siemering, Savio Tsui
SnapSnack allows you to track your calories by taking photos of your food, and puts you in touch with a community of likeminded people to help you achieve your healthy eating goals.
UK FMCG Consumers' Perspectives on Brand Content | New Research from Me.jpmhMe.jpmh
A summary of highlight findings from a 2014 consumer study including:
Levels of Consumer Trust in Brand Content
Influence on Purchase Decision Making
Comparative Impact versus Advertising
Content Preferences by Product Category
Content Preferences by Platform
Brand Voice for Brand Content
Different generations, Different purchase decisionsSKIM
Presented by Robert Dossin, Client Solutions Director Europe at SKIM | Rotterdam
In the context of purchasing skin care products, we asked 500 consumers in the US, 400 in Germany, and 400 in South Korea how they would rank different sources of information on key dimensions such as Honesty, Expertise and Trustworthiness.
Many results are counter intuitive! We already knew that Baby Boomers do not trust information on Facebook or Twitter, but did you know that Millennials equally rely on product reviews compared to their elderly generations?
This and many more facts about the different generations were presented at the Healthy Ageing conference in Amsterdam. Strategic marketers in health markets can learn and understand how to be more aligned with this growing target group and close the gap between – young marketer – and old (and healthy) consumer!
Research of Viability of Custom Fit Clothing Among DC Student GroupsYang Zhao
A consulting project that aims to explore, identify potential target segments for Numari, a custom fit business casual dress e-Commerce brand, and implement strategies to enter those segments.
Running head RESEARCH PLAN1RESEARCH PLAN13Research .docxtoltonkendal
Running head: RESEARCH PLAN
1
RESEARCH PLAN
13
Research Plan: Starbucks
Allyson M. Rush
Rasmussen College
December 17, 2017Executive summary
The market today has brought in various factors that affect the purchasing power of a consumer as well as the decision. These are important aspects of any market in the world. The coffee industry will be focused on since it is one of the most dynamic industries in the world. Many studies have focused on this industry looking into various factors. There are few, if any studies, to have focused on whether the cost of coffee influences how much is purchased and how the company can lower its prices. The study found that for most people price of coffee affected their decision to buy it. Further, most of the coffee consumers would not buy an expensive coffee whereas there is a cheaper one. Additionally, it was established that prestige, quality, loyalty, free choice, and taste were the main reasons why people purchase coffee the expensive type. Lastly, it was determined that price was the sole determinant of their buying habit. In light of the findings, the study concludes that for most people price of coffee affected their decision to buy it. Further, the study concluded that the coffee consumers would not buy an expensive coffee whereas there was a cheaper one. Given that price is the sole determinant of consumers’ buying habit, Starbucks and other companies in the industry should consider price effect whenever they are making decisions regarding their prices.
Table of Contents
2Executive summary
4Introduction
4Problem Statement
5Research objectives
5Broad Objectives
5Specific Objectives
5Hypothesis
5Literature Review
7Sampling Design
7Research design
8Measurement Questions
9Measurement Scales
10Participants
10Potential for Errors
10Compensating for Errors
10Data Analysis
13Limitations
14Findings
14Conclusions
14Recommendations
15References
Introduction
Consumerism is a field that has been studied widely around the world. The corporate world seeks to be ahead of all decisions taken by the consumers so that revenues can be secured at all times in all seasons. The market today has brought in various factors that affect the purchasing power of a consumer as well as the decision. These are important aspects of any market in the world. This is the reason why it is important to keep updated on the trends of consumer behavior which also explains why global corporations keep on spending millions in research to identify the best way to cope up with the changes within consumer mannerisms. In this context, the coffee industry will be focused on since it is one of the most dynamic industries in the world. A slight price change can have tremendous changes in the industry. Thus, this industry is the best one to study how costs and price can affect the product since coffee is a product with a heightened sensitization to external factors. Problem Statement
The various trends and factors influencing the purchase decis ...
Brand loyalty refers to the extent by which consumers become faithful to a particular brand. This is expressed by their repeated purchases, regardless of the marketing pressure brought by other competing brands. In this case the customers will stick to that particular brand irrespective of the prices even if there are similar brands in the market. Brand loyalty is a consumer behavior depicted by loyal customers and will therefore be affected by personal preferences. In this regard therefore, brand loyalty will have an effect on purchases made of the product. It may also affect the customer’s ability to decide whether or not to buy that particular product. This essay therefore, is based on the influence brand loyalty has on the customer behavior and the product. The relationship between brand loyalty and customer preference has made companies to use different strategies to cultivate and get the attention of loyal customers. Some of these strategies include: the use of loyalty programs (e.g. rewards) or trials and incentives. The main argument in this paper is therefore, geared towards answering the question: Is the use of rewards and loyalty cards an effective way to build brand loyalty?
1. Examining the Potential of the FitBit
Nicholas Beaudoin, Brian Owusu, Elise Vernely,
Jessica Polaski, Jacob Pontbriand
Bridgewater State University
Research Overview
For our Marketing Research course we studied the FitBit, a popular fitness tracker.
Using secondary data analysis, in-depth interviews, surveys, and an experiment we
tested: 1) what target market, based on demographics and psychographics, is most
likely to purchase the FitBit, 2) why consumers would buy/not but the Fitbit and 3) what
the company can change to make the FitBit more successful.
Hypotheses
1. 50 % of consumers will be familiar with our product.
2. Females will like, purchase, and speak more positively about our product.
3. People with high self-esteem will like, purchase, and speak more positively about
our product.
4. People who rather exercise outside the gym will enjoy, purchase, and speak more
positively about our product.
5. A rep-counter will increase sales of the FitBit.
Method 1: Secondary Data Analysis
Method 2: In-depth Interviews
10 people were interviewed about our product asking questions that addressed our
hypotheses. 40% of these participants were male, 60% were female. Their ages ranged
from 18 to 50+. Overall we found:
1. 50% of consumers were familiar with the FitBit
2. Our female participants reported being more likely to purchase the FitBit
3. Those who had high self-esteem reported liking the product more
4. People who exercise outside the gym said they were more likely to buy and talk
positively about the FitBit
Method 3: Survey
112 people were recruited to take a survey. 38.6% were male and 57% were female. 9.6%
were 18-25, 75.4% were 26-35, .9% were 36-50, 4.4% were 50+. Participants reported to
what extent they liked the product, would purchase the product, and would speak positively
about the product. Participants also rated themselves on a psychographic questionnaire
measuring self-esteem. Finally, participants answered the following question: Would you
purchase this product if it had a feature that counted weight lifting repetitions?,
Results:
1. We predicted that 50% of our sample would have knowledge of our product and we found
that more knew about the FitBit than we thought (specifically 61.4%).
2. A t-test comparing males to females on liking, purchase, and WOM was completed. We
found females are more likely to buy the product than males and there was no significant
difference between liking and WOM.
3. Several correlations were completed to look at the relationship between self-esteem,
liking, purchase, and WOM. We found, the higher a person’s self-esteem, the more likely
they are to like, talk positively about, and purchase the product.
4. A t-test comparing those who enjoy the gym and those who do not enjoy the gym was
completed on liking, purchase, and WOM. We found that people who exercise were more
likely to purchase the product.
5. 45% of participants said they would purchase this product with a new feature (Rep
counter).
Method 4: Experiment
Participants were randomly assigned to one of two conditions. In the experimental conditions
participants looked at an advertisement including a new feature (a repetition counter). In the
control condition participants were given the same advertisement without the repetition
counter. All participants then reported their liking, WOM, purchase, and needs. The
independent variable in this study is the new feature offered and the dependent variable in
this study is the liking, WOM, purchase, and “this product meets my needs”. A t-test was
conducted to compare the two groups. The results revealed that in the experimental
condition participants found that the product met their needs better. No other significant
differences were found.
Conclusions
Across multiple methods we find the FitBit was known about by
62% of our survey group (11% higher then expected). Women
were more likely to buy the product then males. We found that
the higher a persons self-esteem the more likely they are to buy
and talk positively about the FitBit. The more a person exercises
the more likely they are to value and purchase the FitBit.
Therefore we recommend an added feature that counts weight-
lifting repetitions; our study found that we had a significant
correlation between the rep counter and meeting customer needs
which should increase purchases. We also recommend
promotion plans that target athletic retailers, and fitness centers
because frequenters show an increased interest in the FitBit.
Fitbit Models
Surge ($249.95)
Charge HR ($149.95)
Charge ($129.95)
Flex ($99.95)
One ($99.95)
Zip ($59.95)
Target Consumer: The Fitbit
seeks to attract the
health/fitness and dieter
market. Generation X
Competitors
Nike+ FuelBand
Withings Pulse O2
Jawbone
Misfit Shine
Sony SmartBand