Marketing Report on Health Tracking Devices in Spain

This report presents a comprehensive marketing analysis of health tracking devices, focusing on the Spanish market. It begins with an introduction to marketing principles and highlights the growing health concerns within Spain, positioning health tracking devices as a solution. The report identifies the target market demographics, psychographics, and behavior, emphasizing the needs of health-conscious individuals aged 18-35 with a medium to high income. It provides a product overview of health tracking devices, including fitness bands and smartwatches, and details their benefits in monitoring health metrics like heart rate, sleep, and activity levels. The report then outlines a key marketing message emphasizing the devices' features and competitive pricing. Furthermore, it covers the marketing mix, including product strategy (quality and design), pricing strategy (economy and premium), place strategy (indirect distribution), and promotion strategy (social media, print, and broadcast media). The report concludes that launching health tracking devices in Spain is a viable business opportunity, recommending a focus on quality, targeted marketing, and appropriate pricing strategies.

RUNNING HEAD: HEALTH TRACKING DEVICE
MARKETING

HEALTH TRACKING DEVICE 1
Contents
Introduction................................................................................................................................2
Target market.............................................................................................................................2
Product overview.......................................................................................................................3
Needs of target market...............................................................................................................3
Key message...............................................................................................................................4
Satisfaction of needs of target market........................................................................................4
Marketing medium.....................................................................................................................4
Marketing mix............................................................................................................................5
Product Strategy.....................................................................................................................5
Price Strategy..........................................................................................................................6
Place Strategy.........................................................................................................................6
Promotion Strategy.................................................................................................................6
Conclusion..................................................................................................................................7
Bibliography...............................................................................................................................8

HEALTH TRACKING DEVICE 2
Introduction
The report reflects on the key concepts of ‘Marketing’. It is the process of promoting the
product and services of a brand. It involves undertaking multiple activities including
communicating, advertising, selling and delivering product to the customers. It is a
significant process assisting the brands to promote their overall business sale (Kerin &
Hartley, 2015).
It focuses on the product category named ‘Health tracking device’. Spain population is
acknowledging severe health problems (Healtheuropa, 2018). Health tracking devices will
benefit in controlling and minimizing the health issues of Spaniards. Focusing on the report
structure, the initial part includes the target market and its needs for Health tracking devices’.
The next part includes the satisfaction of needs and wants of target market. The succeeding
part emphasizes on suitable marketing media to connect to target market. The following
section includes the marketing mix of ‘Health tracking devices’.
The key purpose of the report is to fulfil the needs and want of the target market through the
specific product category with the application of relevant marketing concepts.
Target market
Target market is the group of customer the product and service is aimed. It includes the
potential customers who will buy the product. Developing a target market is highly beneficial
as it limits the marketing efforts of a brand. It involves dividing the market into segments. A
market aligns with the product characteristics offered by the brand (Ward, 2019). The target
market for health tracking devices is listed below:
1. Demographic: It emphasizes on factors like age, gender and income (Wedel &
Kamakura, 2012). The brand targets customers belong to age group of 18-35 (young
and mediate age group). It emphasizes on both genders of medium and high income
group.
2. Psychographic: It includes the customer’s traits like attitude, interest, lifestyle and
conscious (Wedel & Kamakura, 2012). The brand targets customers adopting healthy
lifestyle and are highly health conscious.
3. Behaviourist: It focuses on buying behaviour of the customer (Wedel & Kamakura,
2012). It focuses on customers depicting high brand loyalty.

HEALTH TRACKING DEVICE 3
4. Geographic: It considers the geographic boundary of the market (Wedel &
Kamakura, 2012). It targets customers belonging to urban areas of Spain.
Product overview
Health tracking devices or fitness tracker is intended towards the target market. These are
used for tracking and monitoring the calorie consumption, heartbeat rate, distance covered
and to follow other health functions. It includes wearable devices providing easy accessibility
to all the functions. These are recognized devices that are highly preferred by the global
population. It has become a trend among the young population. It is acknowledged that high
demand prevails for fitness tracking devices in global countries like India and U.S.A.
(Phaneuf , 2019). One of the best and highly demanded fitness tracking device is ‘Fitness
bands’ and ‘electronic watch’. Many recognised companies’ offer health tracking devices.
These companies have experienced heavy demand for this product. Example: APPLE Inc. is
a globally recognized multinational company offering wide variety of products. It also offers
‘Apple watch’. It is multifunctional watch offering number of benefits to its users. With its
product it is attaining high demand (Colville, 2018).
It benefits in setting health goals and fulfilling them. It motivates the user to eat healthy and
developing healthy habits. It assists in monitoring health rate and tracking sleep. It ultimately
helps in improving the overall health status of the user. Besides this, it also enables
connecting to the cell phone via Bluetooth (Healthfitnessrevolution, 2019). Thus, wearable
health tracking devices are aimed for the above target market. This will benefit the Spaniard
in improving their health status.
Needs of target market
A product is developed to fulfil the need or solve the problem of a target market. Likewise,
Spaniards are health conscious. They lay prior attention to improve their health (Duling,
2013). They attain a need for a product that will assist them in enhancing their overall health.
Spaniards are facing the issue of obesity. According to the research, this problem will
enhance by the year 2030 (Quintans, 2019). They attain the need to minimize their weight for
a healthy living.
Health tracking devices functions will allow the Spaniard to improve their health.
Additionally, it will help in lowering the obesity of the user through tracking steps. Thus, the

HEALTH TRACKING DEVICE 4
target market has two key needs for ‘health tracking devices’. Fulfilling the above two needs
of Spaniard will benefit the brand in raising the sale of the product in Spain.
Key message
The product category named ‘Health tracking devices’ will benefit the target market. It is a
highly preferred product in the global market. It will be provided in ‘best lowest price’. It will
offer high number of significant features. These are listed below:
1. It offers wearable devices.
2. It involves digital touch.
3. The devices will be water resistant.
4. They will be developed by including high quality essentials. It will be highly
comfortable to wear on wrist.
5. They will include trendy designs. .
6. It will offer a warrant of 1 year period.
Satisfaction of needs of target market
The product category provides three offerings. These are listed below:
1. Fitness wrist band: It only provides the feature of ‘Accelerometer’. It assists in
counting steps and calories burned. It aims at people facing obesity problem.
2. E-watch: It will allow to track heart rate, and sleep. It will allow to setting goals and
providing ‘real-time stats’. It fulfils the need of the customers who wishes to improve
their overall health status.
3. Smart watch: This product offering provides all the above features. Additionally, it
will allow receiving message and other notifications. It will enable calling and
communicating with another person. It will provide map features as well. It is
beneficial for customers attaining busy schedule.
Marketing medium
Marketing medium involves using multiple platforms for the product promotion. There are
multiple ways to connect to target market. These mainly include the following:
1. Print Media (Newspapers and magazines)
2. Broadcast media (TV and Radio)

HEALTH TRACKING DEVICE 5
3. Internet (E-mail, social media, and websites) (Kerin & Hartley, 2015)
A wide population of Spain prefer reading newspapers. Famous newspapers in Spain are
Marca, El Paris, As and El Pais. Opting for Marca and El Pais is best suitable because they
have high number of Spaniard readers. They have 1714 and 1027 thousands readers (Forte,
2019). It will benefit in gaining the attention of customers in large strength.
Broadcast media forms the part of traditional marketing media. Spaniards also opt for
listening radio stations. They spent around 100 minutes per day to listen to a radio. Popular
radio stations in Spain are SER and COPE. For marketing ‘health tracking devices’ in Spain,
SER radio station is appropriate. In the year 2018, it has 4 million daily listeners (Forte ,
2019). It will assist in raising higher awareness for health tracking devices among customers.
Internet media is included in modern marketing media. It is recognized that internet users will
expect to increase by 2022. Therefore, digital media act as attractive platform for product
marketing. The top social media channels in Spain include YouTube and Whatsapp. For
product promotion, YouTube is best suitable as it has high number of users with high
engagement rate (Statista, 2019). Thus, SER, Marca, El Pais and YouTube should be
considered for product marketing.
Marketing mix
Marketing mix refers to the actions and tactics used by the company for the product
promotion. It involves pursuing the marketing objective based on target market. The key aim
of marketing mix is to enhance the sale of the product (Kerin & Hartley, 2015).
Product Strategy: A high emphasis should be laid in developing higher quality products.
This is because Spaniards are ‘quality conscious’ (Businessculture, 2019). Developing high
quality health tracking devices will benefit the company in easily gaining potential customer
attention. It will also give rise to adequate brand loyalty.
Fitness wrist band: It includes fewer features and it aims at young population. It involves us
of trendy designs and bright colours to attract youth.
E-Watch and Smart watch: Use of classic designs should be considered to gain the
attention of mediate age group.

HEALTH TRACKING DEVICE 6
Price Strategy: The product price should be set in accordance with the buying behaviour of
the customer. The mediate Per Capita income of Spaniard is $38286 (Heritage , 2019).
Additionally, Spaniards are less sensitive to product price (Danziger, 2018).
Fitness wrist band: This product has fewer functions and provides few benefits to
customers. The brand should opt for economy pricing. Its economy pricing will benefit the
young population to easily purchase the product.
E-Watch: This product offering more functions as compared to fitness wrist band. The brand
should opt for economy pricing. However, it should set its price higher than fitness wrist
band.
Smart watch: It offers high number of functions and provides adequate benefits. For setting
product price, premium price strategy is appropriate. It involves setting high price for the
product. It will be appropriate as Spaniards are less sensitive to price (Danziger, 2018). It will
benefit in generating higher profit margin.
Place Strategy: It involves movement of product from the origin (factory) to the end user
(customer). It involves combination of intermediaries like distributors and retailers. It also
focuses on ease of access. There are two key channels for product distribution. It includes
direct and indirect channel (Kerin & Hartley, 2015).
Fitness wrist band, E-watch and Smart watch: For all the three product offerings of health
tracking devices, use of indirect channel is best suitable. In its distribution, single channel
distribution strategy (inclusion of one intermediary, retailor) is appropriate. This will benefit
in providing easy access to customers via retail outlets. This will provide cost benefit to the
company.
Promotion Strategy: It involves reminding and persuading target market about the product
and service (Kerin & Hartley, 2015).
Wrist band: This product aims at young population. Therefore, brand should opt for social
media marketing for product promotion. This is because young Spaniards has high
engagement over social media platforms. Additionally, relaying over pop star for ambassador
marketing is also suitable. This is because youth population is highly fascinated by pop stars
Brand can opt for ‘Enrique Iglesias’ as he is considered as a youth icon in Spain.

HEALTH TRACKING DEVICE 7
E watch and Smart watch: Its price is comparatively high than Fitness wrist band. This
product is aimed at mediate age group. Therefore, newspaper advertisement and promotion
via broadcast media is appropriate for gaining customer attention. Besides this, digital media
marketing strategy should be used.
Conclusion
The report summarizes on market analysis of ‘Health tracking device’. It is acknowledged
that customers of 18- 35 age group, mediate and higher economic group, health focused
individuals depicting high brand loyalty forms the part of its target market. It is recognized
that health tracking device are highly preferred in global market. This is because they provide
multiple benefits like tracking heart rate, sleep, calorie and steps. This product attains the
capability to fulfil the heath needs of Spaniards. Its key message includes that it is an
electronic device providing higher number of beneficial features at attractive price. It is
evaluated that selected Print media, Broadcast media and internet all should be used for
product marketing in Spain. Moreover, it is analysed that skimming price strategy, indirect
channel strategy, advertisement and sales promotion strategies will yield best result.
Therefore, it concludes that initiating ‘Health tracking device’ in Spain will be proved
successful. Hence, the brand should opt for ‘Health tracking devices’ as a product launch in
Spain.

HEALTH TRACKING DEVICE 8
Bibliography
Businessculture, 2019. Business etiquette. [Online] Available at:
https://businessculture.org/southern-europe/business-culture-in-spain/business-etiquette-in-
spain/ [Accessed 10 December 2019].
Colville, W., 2018. First-weekend demand for the new Apple Watch was ‘much higher than
expected’ says analyst Kuo. [Online] Available at: https://www.cnbc.com/2018/09/24/apple-
watch-iphone-xs-outperform-in-first-weekend.html [Accessed 10 December 2019].
Danziger, P., 2018. Why Zara Succeeds: It Focuses On Pulling People In, Not Pushing
Product Out. [Online] Available at:
https://www.forbes.com/sites/pamdanziger/2018/04/23/zaras-difference-pull-people-in-not-
push-product-out/#76cf826123cb [Accessed 10 December 2019].
Duling, J., 2013. Health-conscious Spaniards are guzzling non-alcoholic beer—while
clinging to cigarettes. [Online] Available at: https://qz.com/149329/health-conscious-
spaniards-are-opting-for-non-alcoholic-beer-but-clinging-to-cigarettes/ [Accessed 10
December 2019].
Forte , F., 2019. Most listened to general radio stations in Spain 2018. [Online] Available at:
https://www.statista.com/statistics/436781/most-listened-to-general-radio-stations-in-spain/
[Accessed 10 December 2019].
Forte, F., 2019. Newspaper readership ranking in Spain 2018. [Online] Available at:
https://www.statista.com/statistics/436643/most-read-newspapers-in-spain/ [Accessed 10
December 2019].
Healtheuropa, 2018. What are the five leading causes of death in Spain? [Online] Available
at: https://www.healtheuropa.eu/five-leading-causes-of-death-in-spain/87527/ [Accessed 10
December 2019].
Healthfitnessrevolution, 2019. Top 10 Benefits of Fitness Trackers. [Online] Available at:
https://www.healthfitnessrevolution.com/top-10-benefits-of-fitness-trackers/ [Accessed 10
December 2019].
Heritage , 2019. Spain. [Online] Available at: https://www.heritage.org/index/country/spain
[Accessed 10 December 2019].

HEALTH TRACKING DEVICE 9
Kerin, R. & Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Phaneuf , A., 2019. Latest trends in medical monitoring devices and wearable health
technology. [Online] Available at: https://www.businessinsider.in/science/latest-trends-in-
medical-monitoring-devices-and-wearable-health-technology/articleshow/70295772.cms
[Accessed 10 December 2019].
Quintans, J., 2019. 80% of men and 55% of women in Spain will be overweight by 2030:
study. [Online] Available at:
https://elpais.com/elpais/2019/01/10/inenglish/1547131751_501777.html [Accessed 10
December 2019].
Statista, 2019. Most popular social media sites in Spain 2018. [Online] Available at:
https://www.statista.com/statistics/351445/most-popular-social-media-sites-in-spain/
[Accessed 10 December 2019].
Ward, S., 2019. Target Marketing and Market Segmentation. [Online] Available at:
https://www.thebalancesmb.com/target-marketing-2948355 [Accessed 10 December 2019].
Wedel, M. & Kamakura, W.A., 2012. Market segmentation: Conceptual and methodological
foundations. Springer Science & Business Media.

HEALTH TRACKING DEVICE 10
Figure 1: Famous newspapers in Spain
Source: (Forte, 2019)