Sports Products - Assignment Example

FuelBand and Fitbit Flex Nike’s FuelBand and Fitbit Flex from Fitbit Company compete directly in the sports market. Nike utilizes the digital campaigns in the social media to reach an enormous base of the consumers. Through the social such as Nike + FuelBand Community on the Facebook, the Nike maintains an instant communication with the consumers (Guarda, 2013). Similarly, Nike uses the online advertisement to get the information relating to the consumers’ choices and preferences. In contrast, the Fitbit Company utilizes the mainstream media including the television to advertise the Fitbit Flex.

Through the commercial that run during designated times, Fitbit advertisement intend to convince the consumers that the product offers real-time feedback, and thus suitable for tracking steps and vital statistics such as the calorie consumption (Salah, MacIntosh, & Rajakulendran, 2014). Notably, the FuelBand and Fitbit Flex advertisement compete to attract consumers to purchase the products.The FuelBand and Fitbit Flex target the both male and females who are health oriented and interested in tracking their vital statistics.

The company segments the market according to none and sports participants. The marketers position the products as the replacement to physical trainers, workout logs, and other sports accessories (Guarda, 2013). Notably, the competing goal of the two companies is to create loyalty to the consumers through the focused-differentiation strategy. Nike’s advertisement depicts the company as the market leader in the sports product and technology, and it will always strive to reach the consumers through social media, families, and friends in order to increase the Nile community.

On the other hand, the Fitbit adverts employ the geographic and behavioral segmentation. Salah, MacIntosh, and Rajakulendran (2014) contend that company targets the technologically savvy consumers in the middle and upper-classes. ReferencesGuarda, D. (2013). Nike Takes Digital Data and Social Media Marketing Seriously. Retrieved 21 Apr. 2015, from http://www.intelligenthq.com/social-media-business/nike-takes-digital-data-and-social-media-marketing-seriously/ Salah, H., MacIntosh, E., & Rajakulendran, N. (2014). Wearable tech: Leveraging Canadian innovation to improve health.

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