Samsungs Launch of Its Gear Fit - Article Example

From the start, the company made it clear with its advertisements and pre-launch hype that health and fitness were a major part of its innovations. The type of product does not really matter (phone, refrigerator, or air conditioner); what is important is the value it adds to lives from a health and fitness perspective. The company understood that the S5, which is packed with health and fitness features like a pedometer, built-in heart rate monitor, and fitness tracker would trigger even more interest in its Gear Fit. That is why the Gear Fit was hyped and aggressively marketed prior to its launch which came soon after the launch of the S5.

Secondly, Samsung adopted a health and fitness theme with the launch of the S5 and the Gear Fit that would surely resonate with most people who are conscious of health and fitness. By doing this, the company made sure that by the time the gadget came, the target market had already got wind of its availability and developed an interest in it. This shows a good application of market/consumer segmentation techniques, because unless you want to stay healthy and fit there is really no need to buy the gadget. Samsung knew who it wanted to rope in, and it went for the jugular. Personally, I know about the Gear Fit before its launch and even though I am not a fan of Samsung gadgets I developed an interest in it (to the point of contemplating buying one) simply because I am very conscious about my health and fitness.

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