Fitbit Marketing Plan
2012
2012
Marketing Plan
Marketing Plan
Executive Summary
FitBit is dedicated to helping people live healthier and more active lives. The company aims to create innovative, inspiring products and online services that combine the power of new technologies to make people more aware of their diets, daily activities and motivate them to do more exercises.
FitBit is a wireless health and sleep tracker. The company’s goal is to provide a unique product, rich features at a highly competitive price. Target segmentation includes athletes, students, professionals and other groups in Australia. The product will be distributed to most of the electronic specialty stores and online. The tiny device will help people taking advantage of their lives by offering different functions.
The primary marketing objective is to increase the brand awareness in the Australian pedometer market and achieve an impressive sales performance.
Contents
Executive Summary 15 Offer description 1 External environment factors analysis 2
Macro- environment 2
Political 2
Economical 2
Social changes 2
Technology 3
Legal requirements 3
Environmental 3
Micro environment analysis 4
Threat of new competition 4
Threat of substitute products or services 4
Bargaining power of customers 4
Bargaining power of suppliers 4
Intensity of competitive rivalry 4 Analysis of competition 5
SWOT Analysis 5
Value Chain Analysis 5 Analysis of target market 7
Customer’s needs analysis 7
Target segmentation 9
Perceptual Map of Positioning 11 Marketing Objectives 12 Marketing Strategies 12
Product Strategy 12
Positioning 12
Pricing Strategy 12
Place/ Distribution 13
Offer description
The FitBit Ultra is a wireless track device that records people’s daily activity including steps walked and floors climbed. It is well designed which is almost the same size as a flash disk and it can be comfortably clips onto a belt, clothes or keep in the pocket. It is so light and small that
2012
Marketing Plan
Marketing Plan
Executive Summary
FitBit is dedicated to helping people live healthier and more active lives. The company aims to create innovative, inspiring products and online services that combine the power of new technologies to make people more aware of their diets, daily activities and motivate them to do more exercises.
FitBit is a wireless health and sleep tracker. The company’s goal is to provide a unique product, rich features at a highly competitive price. Target segmentation includes athletes, students, professionals and other groups in Australia. The product will be distributed to most of the electronic specialty stores and online. The tiny device will help people taking advantage of their lives by offering different functions.
The primary marketing objective is to increase the brand awareness in the Australian pedometer market and achieve an impressive sales performance.
Contents
Executive Summary 15 Offer description 1 External environment factors analysis 2
Macro- environment 2
Political 2
Economical 2
Social changes 2
Technology 3
Legal requirements 3
Environmental 3
Micro environment analysis 4
Threat of new competition 4
Threat of substitute products or services 4
Bargaining power of customers 4
Bargaining power of suppliers 4
Intensity of competitive rivalry 4 Analysis of competition 5
SWOT Analysis 5
Value Chain Analysis 5 Analysis of target market 7
Customer’s needs analysis 7
Target segmentation 9
Perceptual Map of Positioning 11 Marketing Objectives 12 Marketing Strategies 12
Product Strategy 12
Positioning 12
Pricing Strategy 12
Place/ Distribution 13
Offer description
The FitBit Ultra is a wireless track device that records people’s daily activity including steps walked and floors climbed. It is well designed which is almost the same size as a flash disk and it can be comfortably clips onto a belt, clothes or keep in the pocket. It is so light and small that