PRODUCT AND BRAND MANAGEMENT

ASSIGNEMNT : PRODUCT STRATEGY

Akshan Sahdeo
A0101919133
E-28

For this study, I have chosen the upcoming and growing market for fitness watches. The
product which I have created is named “Fitwatch Pro“ and in the analysis below it is
compared flagship products of the market leaders, Apple and Fitbit.

All the three products offer the basic features such as steps walked, minutes active, distance
covered, calories burnt and can recognize a range of fitness activities such as running,
weighlifiting, cycling and swimming.

Product Features Apple Watch Series Fitbit Versa 2 Fitwatch Pro

5
Price $400 $200 $149
Phone requirement Apple Apple or Android Apple or Android
Screen Size 40mm 40/44mm 40mm
Calls on wrist Yes No Yes
Water Resistant Yes Yes Yes
Watch face Customizable Standard Customizable
Voice assistant Siri Amazon Alexa Amazon Alexa
Workouts tracked Wheelchair Kickboxing, Pilates,
workouts Golf, martial arts
Movement Prompts to stand Hourly step goal Notification with
Reminder motivating message
Sleep tracking No Yes Yes, with advanced
analytics
GPS and Yes, compass for No Yes
Emergency contact precise directions
Apps Thousands on App Hundreds on Fitbit Integrated App store
store App Gallery
Find my phone Yes, pings device No Yes, generates call
response on device
Camera remote Yes No Yes, movement
sensitive
Storage 32GB, 2GB for 2.5 GB for songs 16 GB, 2.5GB for
songs songs
In the Table Below, The ranking of the products on the key success parameters has been
ranked

Critical Success Apple Watch Series Fitbit Versa 2 FitWatch Pro

Factors 5
Price 3 1 2
Availability 1 2 3
Compatibility 3 1 2
Storage 1 3 2
Battery 3 1 2
Design 1 2 3
Activity Tracking 3 1 2
Heart Monitor 3 2 1
Applications 1 3 2

Product Strategy
Apple is known for its smartwatches, and Fitbit for its activity trackers. But the boundaries
and functions are getting blurred with Fitbit adding apps and lovely touchscreens to its
trackers, and Apple adding more health features to its Watch
The product strategy focused upon for “FitWatch Pro” is to cater to both the needs of the
market, namely, activity tracking and smart features, equally.
Therefore, Fitband pro will bridge the gap in the market by focusing on both Smartwatch and
Fitness applications & features while maintaining a competitive price point to penetrate the
market.
As seen in the tables above, The watch fares equivalent or better to it’s competitors in most of
the cases and would be able to capture the market because of the pricing edge over the
competitors.
The target market would be entrants to the market of smartwatches who do not wish to spend
a fortune yet obtain the similar features as the top end offerings in the market.
The product would therefore we marketed as the market invader which provides the cutting
edge technology at affordable prices. The labeling and packaging strategies would be
aesthetic and elegant in a way which gives the product a premium look.

Customer Analysis

 Geographic Segmentation : Geographic segmentation calls for driving the market

into different geographical units such as nations, states, regions, counties, cities, or
neighborhoods. The customers in metropolitan cities of developed and developing
countries would be the target segment for our product as the fitness interests, health
issues and fast paced life in such geographies has made this gadget more of a
necessity than a luxury.
 Demographic Segmentation : In demographic segmentation, the market is divided
into groups on the basis of variables such as age , family size, family life cycle,
gender, income, occupation, education, religion, race, generation, nationality, and
social class. Demographic variables are the most popular dimensions for
distinguishing customer groups.For the smartwatch watches, the target demographic
are men and women from age 15 to 45 who follow the latest
technology trends and are conscious about their fitness. Households having disposable
income left over after purchasing smartphones ( which in mist cases are pre requisite
 to smart watch) that is, middle class and upper class sections of the society. The
educated and health conscious part of Gen Y (1960-79); Generation Z & Millennials
are most common buyers of the product.

 Psychographic Segmentation : The main purpose of psychographics is to obtain a

better understanding of the consumers as a person by measuring him on multiple
psychological dimensions as well as on the way he lives, things in which he is
interested, and his opinion on a diverse range of products and services. The people
who are fans of technological developments, committed to healthy living and have a
tendency to opt for healthier alternatives, interested in tabulating their activities are
the customers . They are tech savvy, interested in and excited to own latest and most
advanced flagship devices, want to know in details about their every physical activity
(how they have slept, how much calories they have burnt how many steps they have
walked, what their heart rate has been) would be targeted.
Based on the VALS framework, they would be Innovators ( Experiencers, Thinkers,
Achievers)

Behavioral segmentation : focuses on the behaviors that consumer’s exhibit in

marketplace. The root of this approach to market segmentation lies in the idea that
companies should provide customers with exactly what they want, not based on how
companies design products and services for them, but based on the benefits that they
derive from the goods/services that they use. Based on the user status criteria, most of
the target customers for the created product would be potential users and first time
users. The segment targeted would be the one seeking to derive more health analytics
and health benefits from their gadgets and those making the shift from traditional
watches to smartwatches.