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The time after the rigorous lockdowns amidst the COVID-19 pandemic presents a great market for fitness trackers. Without access to proper equipment, impacted by the possible mental issues, the average US young adult is likely to invest in proper workout gear and assess the current body condition. Thus, the target audience is young adults with moderate to vigorous physical activity. They possess relatively free disposable income and experience the most physical and motivational effects of using a device (Nuss et al., 2021).
As for the prototype, the Fitbit device can be used to assess the risks, being one of the most competitive products on the market with good results for productivity and motivation of the customers, which leads to greater satisfaction with the product. According to the study by Alley (2022), the participants increased their physical activity level by 59 percent.
During the pandemic, the use of social media platforms skyrocketed, boosting e-commerce sales. Thus, the tried-and-true e-commerce tools, including social media ads, sponsored posts, and a dedicated website as a direct distribution channel, would be the best strategy for marketing and supplying the product to young adults, the prime users of such mediums. As Sondhi (2021) notes, the marketing power of users and influencers in the wellness sector is great, 71% consumers are more likely to buy after a social media referral (p. 155). Through this strategy, the risks are relatively minimalized as it considers all the aspects from customer to market trends.
References
Alley, S. J., van Uffelen, J., Schoeppe, S., Parkinson, L., Hunt, S., Power, D., Waterman, N., Waterman, C., To, Q. G., Duncan, M. J., Schneiders, A., & Vandelanotte, C. (2022). The Effectiveness of a Computer-Tailored Web-Based Physical Activity Intervention Using Fitbit Activity Trackers in Older Adults (Active for Life): Randomized Controlled Trial. Journal of Medical Internet Research, 24(5), e31352.
Nuss, K., Moore, K., Nelson, T., & Li, K. (2021). Effects of motivational interviewing and wearable fitness trackers on motivation and physical activity: A systematic review. American Journal of Health Promotion, 35(2), 226-235.
Sondhi, M. (2021). Social media influencers and consumer purchase decision with special reference to beauty and wellness products: a study of millennials in Pune. International Journal of Modern Agriculture, 10(2), 153-161.
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