Fitbit makes health and fitness tracking devices. some buyers want very basic fitness tracking such as steps taken and calories consumed. others are focused on high performance and want heart rate and sleep monitoring, text notification, and wireless sync to their smart phone. in serving these two very different groups, fitbit is using segmentation.

In serving these two different groups, Fibrit is using the benefits sought or benefit segmentation. The benefit segmentation is a process that divides the market into a category in regards of the perceived value in which the segments made in the market is purely based on the performance, customer service, quality, features and the benefits that it provides to its consumers.

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