Fitbit Force

What is the Fitbit Force?

● Fitbit Force is a wristband that, “Tracks everyday activities like steps, distance, calories, stairs climbed, and active minutes.”

● It can also track your sleep at night and wakes you up with a vibrating alarm.

● It automatically syncs with your smartphone and computer to show progress throughout the day.

Competitive Market● Fitbit Force falls under the “health and fitness” product

category.● Appeals to those looking to get back into shape

because it helps keep track and log their workouts and physical activity for the day.

● The fitness category brings in $70 billion in annual revenue in the United States alone.

● The industry is on the rise due to the increase of people concerned with staying fit.

Main Competitors

Nike+ Fuelband SE● Targeted towards mostly

young athletic males.● Retail price: $149

$149+ tax

Targeted toward

young athletic

males mostly.

Basis B1● Targeted towards young

athletic people● Retail price: $179

Main Competitors

Jawbone Up● Targeted towards

younger athletic group

● Retail Price: $149.99

Fitbug Orb● Targeted towards

younger athletic group; price sensitive

● Retail Price: $49.95

Target Market● New target market for Fitbit Force is seniors

from the ages of 50-70.

● This will help the older generation feel young again, as well as help them stay healthy and increase their fitness.

● Makes working out more fun.

Why will the new target market work?

● Seniors have a much higher discretionary income than other groups.

● The age group is expected to grow in the future because the “Baby Boomers” generation is getting older.

● Currently people from ages 45-65 make up 26.4% of the U.S. population.

Analysis of Competitors Advertising Messages

Nike+ Fuelband SE● Nike uses tv ads ● They also use

social media as well. #Nikefuel

Jawbone up● Advertised and

promoted in Apple’s App store as well as Android App store.

● Use social media to interact with customers and obtain new ones.

Fitbug orb● Also advertised

through app stores and markets.

● No video advertisements.

Nike

Jawbone

FitBug

Positioning Strategy● Nike uses the tagline, “Make it count” to influence the younger market to

get the FuelBand and gather as many points through exercise as they can.● Their goal was to make the FuelBand into more of a competition for the

consumers.● Since we are targeting the older generations for our Fitbit Force band, we

want to create a brand message of a renewed and energetic lifestyle.● Our company plans to start relaying this message to our consumers

through the tagline: “Renew Your Youth”● The pricing strategy for our product needs to be price-effective for our new

target market.

Fitbit Force Message Strategy● Using the Cognitive Approach with our advertising strategy, Fitbit

should really focus on relaying the product benefits and the ways it can help our consumers reach maximum exercise potential.

● Using the Affective Approach will also be beneficial in our advertising strategy. Fitbit will appeal to the older consumers by flashing images of the youth that they once had in their early years.

● The Conative Approach will be used in our advertising strategy in order to drive consumers to action.

● Studies show that nearly 53 percent of senior citizen consumers do most of their shopping mvia magazines and catalogs.

Examples of Advertising Executions Cont’d.

Example of

Magazine Advertisement

Examples of Advertising Execution Cont’d.

Exampleof

BillboardAdvertisement

Media Plan: “Renew your YOUth”

Magazine Advertisements● Biggest part of advertising campaign● 3 most prevalent magazines to elderly community

○ AARP Magazine○ Reader’s Digest○ Living Well Magazine

● Will educate the consumer on the benefits of the FitBit device as well as bring awareness to the product itself

Media Plan Cont’d.Billboard Advertisements

● Most straightforward ad due to low exposure time● Will depict active senior citizen w/ emphasis on FitBit device● Only text on billboard will be tagline, “Renew your YOUth”

Television Advertisements● Will air 4 times a day over 12 week period on National TV

○ Stations such as ABC, FOX, CBS, NBC, etc. ○ Times: 5-9am and 8-11pm

● Ads will be placed between popular shows such as “Good Morning, America”

Celebrity Endorsements● Gary Player

○ 78 year old, South African golfer○ Still currently participating in PGA Tour○ Was part of ESPN Magazine: Body issue due to his health for his

age● Will show our consumers that it is still possible to be healthy at their

age● Player will be part of television advertisements

Media Plan Cont’d.

Advertising Program BudgetBillboardsCost of running 10 city, 6 month billboard campaign:

● 10 cities, 1 large billboard (48’ x 14’) each city: $3,000 per monthTotal: $180,000

Television AdvertisementsCost of running 4 tv spots a week on major TV Networks over a 12 week period:

● Media Cost: $3,000,000 (@ $300,000 per network)● Production Cost: $25,000

Total: $3,025,000

Celebrity EndorsementsCost for Gary Player to appear in national TV Spot: $500,000

Advertising Budget Cont’d.Magazine Advertisements

AARP MagazineCost for Full-Page, 4 Color Ad: $581,800Cost of running ad for a year-long campaign: $6,981,600

Reader’s DigestCost of Full-Page, 4 Color Ad: $180,000Cost of running ad for a six-month campaign: $1,080,000

Living Well MagazineCost of Full-Page Ad + Full Page Educational Article: $15,000Cost of running ad three times, annually: $45,000

Total Cost for Magazine Ads: $8,106,600

Total Overall Expenses: $11,811, 600

Works Cited1. www.entrepreneur.com/article/2237802. http://about.mapmyfitness.com/2013/03/connected-health-trends-in-fitness-tracking/3. http://www.livescience.com/41556-best-fitness-trackets.html4. http://mobihealthnews.com/28825/fitbit-jawbone-nike-had-97-percent-of-fitness-tracker-retail-sales-in20135. http://wpc.2483.edgecastcdn.net/002483/adserving/facebook/fitbit.pdf6. http://store.nike.com/us/en_us/pd/fuelband-se/pid-924485/pgid-9244847. http://www.mybasis.com8. www.fitbug.cm/us/orb?lng-uk#wear-it-your-way9. https://jawbone.com/up

10. http://www.helpguide.org/life/senior_fitness_sports.htm11. http://www.nhs.uk/livewell/fitness/pages/physical-activity-guidelines-for-older-adults.aspx12. http://www.fitbit.com/force13. http://www.brandchannel.com/papers_review.asp?sp_id=126114. http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf15. http://www.newsday.com/business/technology/fitbit-jawbone-nike-fuelband-make-good-gifts