Course Project
Agenda
• Brand/Product Overview • Situation Analysis - Market Trend - Competitor Analysis
• Target Market • Proposed Marketing Campaign
- Objective - Creative Messaging & Sample Advertisement
• Media Planning • Campaign Key Metrics • Q&A
Brand/Product Overview - Fitbit Flex
•Fitbit Flex •Wearable fitness technology •Launched in 2013 •$99.95 USD
Source: Fitbit Website. (2014).
Brand/Product Overview - Fitbit Flex
Step 1
• 24/7 Activity Tracking • A Silent Alarm
•
- Track steps taken - Distance traveled - Calories burned - Active time Sleep Tracking - Track sleeping hours - Sleep quality - Waking moments
- Wake up your partner
Source: Fitbit Website. (2014).
Brand/Product Overview - Fitbit Flex
Step 2
•
Fitbit App - Android - iOS
•Automatically Sync - Wireless - Bluetooth 4.0
Source: Fitbit Website. (2014).
Brand/Product Overview - Fitbit Flex
Step 3
•See real-time progress
- Set daily goal - Challenge friend to get fit
Source: Fitbit Website. (2014).
Brand/Product Overview - Fitbit Flex
Step 3
•See real-time progress
- Set daily goal - Challenge friend to get fit
Source: Fitbit Website. (2014).
Brand/Product Overview - Distribution
Direct Channel
Retailer Channel
Source: Fitbit Website. (2014).
Brand/Product Overview - Promotion
•Promotional Purpose: Inform potential costumers • Current Promotional Activities: -Product review from opinion leader -Magazines review -YouTube -Google
Situation Analysis - Market Trend
• Health and Wellness - Health monitoring system: Indicating, Diagnosing, Treatment - Obesity rate growth: 12% - 36% from 1990 to 2010 - Health conscious people: Wellbeing Value - American controlling diets: 70% would like to lose weight 63% currently dieting, have dieted in the past, or plan to diet in the future. Daily active activity: 150 minutes/week; 10k/day steps Source: CDC, Mintel
Situation Analysis - Market Trend
• Internet / Mobile Technologies
- Growth of Internet mobile devices in 2012 Smartphones & Tablets sales: over $200 billion - Popularity of health & fitness apps WebMD, Weight Watchers, Lose it!, Calorie Counter, MapMyRun - Competitors of wearable consumer electronics Sales forecast: $27 billion in 2018 Product development: Health & Fitness Source: Euromonitor
Situation Analysis - Market Trend
• Internet / Mobile Technologies
- Growth of Internet mobile devices in 2012 Smartphones & Tablets sales: over $200 billion - Popularity of health & fitness apps WebMD, Weight Watchers, Lose it!, Calorie Counter, MapMyRun - Competitors of wearable consumer electronics Sales forecast: $27 billion in 2018 Product development: Health & Fitness Source: Euromonitor
Situation Analysis - Market Trend
• Cultural Trend - Adoption rate - Anywhere, anytime - Interacting via social media platforms - Searching for values, personal appearance and wellbeing
Source: Euromonitor
Situation Analysis - Competitor Analysis
Fitbit Flex
Jawbone UP24
Nike+ Fuelband SE
Price
$99.95
$150
$149
Availability
May 2013
March 2013
Jan 2014
Weight
20-31 g
19-23 g
27-32 g
Battery Life
5 days
7 days
4 days
Display
Yes
No
Yes
Device Compatibility
iOS/Android/ Mac/PC
iOS
iOS/Mac/PC
Target Market
•Demographics:
-18-44 years old, especially 18 to 24
• Psychographics: -Not regular exercisers, but want to be one -Regular exercisers -Have health problems -Early adopters
Proposed Marketing Campaign
• Objective: Brand awareness (Break through the clutter) - Increase brand awareness from 5% to 30% in 6 months - Increase market share from 77% to 85% in 6 months
• Media Channel: - Video Commercial - YouTube, Facebook, Google Display Ad - Outdoor Ad - Event
Source: Fitbit Website. (2014).
Proposed Marketing Campaign - Video Commercial
ALL YOU NEED IS A LITTLE PUSH every bit, gets you fit
Proposed Marketing Campaign - Outdoor Ad
You can make it REAL
You can make it REAL
You can make it REAL JOIN the Stair Contest every bit, gets you fit with
find out more at
JOIN the Stair Contest every bit, gets you fit with
find out more at
You can make it REAL JOIN the Stair Contest every bit, gets you fit with
find out more at
JOIN the Stair Contest every bit, gets you fit with
find out more at
Proposed Marketing Campaign - Event
“THE MAGIC OF 50,000 STEPS”
• America Healthiest Cities - 1 Minneapolis
- 2 Washington D.C - 3 Boston, MA - 4 San Francisco, CA - 5 Hartford, CT - 6 Sacramento, CA - 7 Portland, OR - 8 Seattle, WA - 9 Denver, CO - 10 Autin,TX
Source: HuffintonPost American Fitness Index 2012
Proposed Marketing Campaign - Event
“THE MAGIC OF 50,000 STEPS”
• America Healthiest Cities - 1 Minneapolis
- 2 Washington D.C - 3 Boston, MA - 4 San Francisco, CA - 5 Hartford, CT - 6 Sacramento, CA - 7 Portland, OR - 8 Seattle, WA - 9 Denver, CO - 10 Autin,TX
Source: HuffintonPost American Fitness Index 2012
Proposed Marketing Campaign - Event
“THE MAGIC OF 50,000 STEPS”
• The Competition Rules:
- Reach 50,000 steps ( Track by Fitbit product) fastest - Take at least 25 floors out of the building
• Qualifications for 300 competitors: - Own a Fitbit products - First 30 FREE Fitbit Flex - Trial Fitbit Flex (30% off after competition)
Media Planning - The campaign timeline 2014 - 2015
2014 May Gather Information & Resaerch Outdoor Ads for Contest Magic 50,000 Contest Register Magic 50,000 Contest Announcement Evaluation Video Commercial
Jun
July Aug Sep
Oct
Nov
2015 Dec
Jan
Feb
Campaign Key Metrics
• Online:
- Google Analytics - Facebook Insights - YouTube Analytics
Campaign Key Metrics
• Online:
- Google Analytics - Facebook Insights - YouTube Analytics
Campaign Key Metrics
• Online:
- Google Analytics - Facebook Insights - YouTube Analytics
Campaign Key Metrics
• Outdoor: QR code + Google Trend
• Event: Google
Trend + Media Coverage
Conclusion
References
• Fitbit Website. (2014). Product. Retrieved from http://www.fitbit.com/flex • Fitbit Website. (2014) Buzz. Retrieved from http://www.fitbit.com/buzz • Center of Disease and Control website. Retrieved from http://www.cdc.gov • Euromonitor (2012, November) 10 global consumer trends for the next five years: • executive briefing. Retrieved from Euromonitor database. • Euromonitor (2013:a, September). Mobile Cocooning: How Growing Reliance On Smart Devices Is Influencing Consumer Behaviour. Retrieved from Euromonitor databases.
• Euromonitor (2013:c, December) The Future of Wearable electronics. Retrieved from Euromonitor databases. • Mintel. (2010, June 9). From virtual to reality. Retrieved from Mintel Database. • Mintel. (2012a, November). Diet Trends - US. Retrieved from Mintel Database. • Moorhead P. (November 11, 2013). Nike, FitBit, Or Jawbone: Who Is Best Positioned To Win In Fitness
Wearables? Retrieved from http://www.forbes.com/sites/patrickmoorhead/2013/11/19/nike-fitbit-or-jawbonewho-is-best-positioned-to-win-in-fitness-wearables/
• Statista (2013). Wearable Technology. Retrieved from Statista database. • Orange Healthcare. (n.d.). [infographic] wearable tech boom in healthcare. Retrieved from http:// healthcare.orange.com/eng/news/latests-news/infographic-wearable-tech-boom-in-healthcare
• Mlot, S. (November 14, 2013). Infographic: When Will Wearable Tech Really Take Off? PCMag. Retrieved from http://www.pcmag.com/article2/0,2817,2427103,00.asp
Q&A