Executive Summary

Fitbit Sense is a wearable fitness tracker. These trackers, available in several colours, sizes,
and prices, can measure steps, calories, and distance, along with users’ overall progress. Fitbit
has surpassed competitors Garmin, Apple, and Samsung.
We currently face several threats, like increasing competition and litigation from competitors,
along with several opportunities, like society's increased interest in health and fitness and
growing consumer awareness of wearable fitness devices. Fitbit itself has strength in its
marketing campaigns and varied product line; its weaknesses are increasing competition for
skilled personnel and its issues with product quality. Our current target market includes
technology users with low motivation for exercise. The market is therefore segmented
psychographically, by lifestyle.
Our current marketing mix is very strong. Its diverse, high quality fitness trackers are
competitively priced at market. We currently uses dual distribution, selling its trackers both
online and through retailers. Its promotion has recently expanded, with both a successful
television advertising campaign and a strong presence on social media.
We will engage in product development to create a new device: the Fitbit Versa. Therefore,
the market will be segmented both psychographically and behaviourally, with lifestyle and
usage as their respective variables. This new product will be priced at $249 and sold both
online and through retailers. New promotion will target our current target market, current
users. These fitness tracker will expand Fitbit’s presence in the fitness equipment industry
even further, thereby invigorating this thriving company.

Introduction

There’s no escaping it—we’re all living connected in a wearable world. With consumers
largely viewing their wearable devices as an extension of their smartphones, brands are
increasingly looking to leverage their line of products to suffice the sometimes-insatiable
appetite for all things “smart.” With sustained success for the wearables industry relying
heavily on continued user engagement and true value for the products they’re purchasing—
almost always at a steep price—stepping away from the early adopters and into mass
consumer adoption remains a piece to the puzzle that has not been discovered yet.
Around-the-clock attention to personal health and fitness by way of fitness trackers were
once all the rage, but they’ve lost some steam in recent years due to the proliferation of the
smartwatch. We are trying to bridge the gap between fitness and wellness with the Sense, a
zone most wearables were already navigating even before the current COVID-19 health
crisis. In this COVID-19 crisis considering the health of the people we are going to launch a
smart watch name “Fitbit Sense”.
Introducing Fitbit Sense, our most advanced health smartwatch, with innovative new sensors,
like the world’s first electrodermal activity (EDA) sensor to help manage stress, along with
advanced heart rate tracking technology, new ECG app¹ and an on-wrist skin temperature
sensor,² all powered by 6+ days’ battery life.³ Plus it comes with a free 6-month Premium
trial⁴ for even more insight into your stress, new mindfulness content, and a new Health
Metrics Dashboard⁵ to help you track key trends in your health and wellbeing, like heart rate
variability (HRV), breathing rate, and oxygen saturation (SpO2).⁶

Current Market Situation & Description

The current market situation tells us that there are many competitors who have achieved great
success in wearable technology like: Apple, Xiaomi, Garmin, and Samsung. Similarly, Fitbit
will be the leader in wearable technology. So, what kind of customers use wearable
technology these days? With health and fitness being a growing trend, we want to target those
individuals who are inactive and need motivation, those wanting to get in shape, as well as
athletic individuals who are looking to track their data.
Currently, we target individuals 30+ who need to find the motivation to be active, those who
are overweight, and even those who are already active but want to monitor what they do and
how much they accomplish while working out. Instead of our targeting those who are 30+,
we believe we should reach out to the younger generation such as those graduating high
school, enrolled in college, and even recent university graduates. Individuals graduating high
school have free time on their hands over the summer if they are waiting to go to college, or
even if they decided not to attend. Those who are currently enrolled in college are becoming
more active especially when they attend a university that has a free gym for them to use. As
far as college graduates go, after work they don’t get to experience the college lifestyle
anymore, so they end up not having much to do after work. These would all be great areas for
we will promote our products to. The overall target market for our campaign is men and
women aged 18 to 30 with specific demographics and psychographics in relation to health
and fitness. We will arrange campaigns and in that will try to appeal to 'everyone': the old, the
young, the fit and the lazy. While the Fitbit sense can be used and should be used by men and
women of all ages and backgrounds, it will difficult to create a marketing campaign that
appeals to everyone. Our commercial that will run features as many different athletes and
types of people as possible. The commercial will do its best to be funny and catchy to attract
a wide audience. However, we believe that a more selective and defined target will be more
successful at achieving our goals.
 Product Review & Competitive Review

Fitbit is ready to level up. The health and fitness tracking company has finally launched a
follow-up to its top-level wearable, the Ionic (released in 2017), with the brand-new Sense
smartwatch.
Since the Ionic's debut, Fitbit made a few other smartwatches, establishing the Versa family
as a solid (if basic) option for exercise and wellness buffs. But with the Ionic still sitting at
the top of the product line without an update—its health and fitness-first focus, touting
features like built-in GPS, was elevated above the more utilitarian Versa—something was
missing. The Versa watches worked well, and had some features competitors couldn't match,
like long battery life, sleep tracking, and (maybe most importantly), a low price point, but
they couldn't measure up in other areas.
The Sense makes up for those issues and then some. (While we didn't test it, the next watch
in the other line, the Versa 3, also looks like an improvement.) New sensors, processing
smarts, and an improved heart rate monitor give the Sense just about every health feature
you'll find in competitors, along with the aforementioned battery life and sleep tracking
features Fitbit users already know and love. I tested the Sense and came away feeling more
confident of its place on my wrist than any other Fitbit smartwatch since the Ionic.
The Sense's Sleeker Design
While Fitbit says that the Sense was created using "a new design language," you'd be hard-
pressed to spot difference between it and the old Versa watches at a glance (the company also
says the new Versa 3 was designed using the Sense's aesthetics). Instead of maintaining the
Ionic's funky, edge-filled octagonal shape, Fitbit elected to copy the same rounded-corner
square watch face of its last several releases. There are two notches on the sides of the Sense's
face that aren't included in the Versa 3, if you actually take a moment to look, presumably a
visual marker denoting the former's stainless steel and aluminum casing and the latter's
aluminum.
While the similarity of the design might strike some as boring, I think it's a good call to err
toward uniformity. The form factor plays into one of Fitbit's strengths: a deep product line.
The Sense is compatible with all of the Versa 3's accessories, for one, and the resemblance to
a certain other smartwatch line on the market—which also just happened to release two new
devices in the exact same form factor—is only a benefit.
The Sense also sits better on the wrist than the Ionic ever did. What's more, the removal of all
physical buttons in favor of one inductive control spot, a feature that first started showing up
in Fitbit's Charge trackers, makes the watch more comfortable, especially in the gym or in
bed. My typical wear test for wearables includes barbell front squats or pushups to see if the
wrist extension of the movements mashes the buttons and exits the tracking function. The
Sense passed the pushup test, only waking up the watch's screen during a rep or two. All that
said, I do love the functionality of a physical button—the haptic feedback of the spot just
doesn't do the same for me.
The button's removal is made possible by the smooth responsiveness of the smartwatch's OS,
which is easy to navigate with swipes and taps. You can personalize the Sense more than any
other Fitbit device I've tested, with customizable widgets to determine which data will be
displayed onscreen and shortcuts to commonly used functions.
The Sense as a Stress Buster and Heart Hero
The sensors and health features are the Sense's real premium function.
Fitbit claims that the watch has the first ever electrodermal activity (EDA) sensor in a
wearable, a function used to measure the body's response to stress. Using the feature is fairly
straightforward: Initiate a reading, then place your palm over the watch for two minutes and
relax. Once I stopped trying to sneak a peek at the timer, the reading was a nice opportunity
to relax. The sensor detects responses ("tiny changes in sweat level") on your skin during the
session and logs your starting and finishing heart rate. Then, you're prompted to record how
you feel, part of Fitbit's focus on managing mood and stress using the device. Along with the
EDA readings, you can perform guided breathing sessions on the watch, while "Mindfulness"
and "Stress Management"—the latter of which uses biometric inputs to provide an
individualized score not unlike Fitbit's Sleep tracking—are two prominent sections on the
connected app.
The Sense also boasts a new ECG app to assess the wearer's heartbeat to detect abnormalities
known commonly as atrial fibrillation, or AFib. A similar feature came to the Apple Watch
Series 4 in 2018—and like Apple's functionality, Fitbit Sense's ECG won't be accessible at
launch, as the capability was announced before Fitbit received FDA clearance for its use. The
wait won't be long, however; Fitbit obtained the proper permissions for the ECG app shortly
after the Sense was publicly unveiled, and the feature is expected to be available in October.
For now, though, you can use Fitbit's SpO2 watch faces to measure your blood oxygen level,
another big Apple Watch feature announced this year. This function isn't unique to the Sense
—I first tried it out using the Fitbit Versa 2—and it's simple to use. Just wear the device to
bed, and the data collected while you sleep is used to calculate the percentage. Fitbit's app
clearly states that the measure isn't meant for medical purposes (much like Apple's new
messaging around its feature), but is only meant to provide information to help users gauge
their wellness.
Finally, a new on-wrist temperature sensor tracks changes during sleep to monitor trends over
time that could help to catch problems early. Like the SpO2 feature, this is totally passive and
not meant to diagnose any conditions.
Much of the high-level data from these sensors is broken down at greater length in the helpful
new Health Metrics Dashboard on the Fitbit app, which is only accessible for Fitbit Premium
members (all Sense buyers will get a six-month trial of the service). I found the Dashboard
extremely useful for parsing the data from all the sensors and actually understanding how it
all fit together—so those who aren't willing to commit to extending the Premium service will
be glad to know that Fitbit recently decided to roll out the Dashboard to the general user base
for free in the coming months.
The Sense's Smarts
Along with all the new health features, the Sense still performs admirably as a fitness tracker.
You'll feel comfortable using it if you've used any of the brand's watches before, and if you
haven't, it won't take you long to figure it out. Step count goals are still an easy mark for low-
intensity exercisers to get moving and engage with the device, while Fitbit's newer Activity
Zones feature, introduced with the Charge 4, challenges more advanced wearers to hit a
predetermined number of minutes in personalized heart rate zones for more vigorous effort.
The Sense also added built-in GPS for enhanced fitness tracking, the first for a Fitbit
smartwatch since the Ionic. The feature also makes it easier to leave your phone behind on an
outdoor workout, if you feel so bold (on-device music storage via Pandora and Deezer make
that even more appealing).
The Sense has solid smartwatch features, too, with phone notifications, NFC payments, and
two smart assistants—Amazon Alexa is available at launch, and works fine for basic
functions, while Google Assistant sill come later this winter.
One of my biggest pet peeves from Fitbit's other devices is finally, blessedly solved: the new
charger uses a basic magnetic connection design instead of an awkward plastic housing. I've
complained about the charger in every other Fitbit review, and I was probably a little more
excited than I should've been when I unboxed the Sense and saw the new power setup. That
charger is also powerful; Fitbit says a 12-minute charge will give the device a full day's worth
of juice. My battery testing didn't match Fitbit's six-plus day estimate—I made it a little over
five days—but I did a fair amount of tracking to test, and toggled the always-on display on
and off, so that likely affected the duration.
The Bottom Line
The Sense is a more fully-realized smartwatch than anything Fitbit has released before, with
health and fitness tracking features that can rival those of its biggest competitor in the space,
Apple. That said, there are some shortcomings, namely the lack of quality apps and watch
faces available from Fitbit.
The cost is a big leap for Fitbit, at $330, especially after the our company launched the last
Versa smartwatch at under $200 (the Versa 3 is $230). Buyers will have to look at the suite of
sensors and services and determine if a Fitbit is worth Apple Watch money, a factor that
hasn't been part of the equation in recent years. Since the Sense's price is more in line with
premium competitors, it's also worth noting that iPhone connectivity with the Sense isn't
quite as smooth as an Apple Watch—but that shouldn't be that big of a surprise, since Apple's
whole proposition is a connected family of gadgets that work well together.
But Fitbit's Sense stands strong on its own merits, especially for Android users and purely
health and fitness-focused wearers. The combination of design, health functionality, and
smarts are at the top tier of the smartwatch market. If you want one of the best smart devices
you can wear on your wrist, the Sense fits the bill.
 Channel & Logistics Review
Fitbit Sense will be distributing to a network of retailers or distributors in various part of our
country, especially our targeted areas. Once the order’s will be made, our company’s
purchasing and supply chain crew will receive, purchase and supply the desired products at
correct prices from our warehouse. Terms and conditions and commissions will be negotiated
between our company and some mentioned brand shops about the purchases. Mini trucks will
load the products and transport over to the respective regional warehouses. There will
company’s supervisor to manage the in-and-outs of the deliveries.
Channel 1: We will supply the retail shop owner, who would act as our company’s
representatives, with demo products, tablet, computer and product catalogue which will help
the customers to place their order.
Channel 2: Places where there is access to these ride sharing services (Shohoz, Pathao,
Uber), our company will make contract or liaison with those services. Our distributors at the
target areas will avail those services to distribute the product to the various, designated retail
shops from where the customer can reach out for his/her delivery via payment.
We focus on logistics where we can provide maximized customer service and try to minimize
distribution cost. In terms of maximizing customer service implies faster Delivery service as
well as maintaining the safety measures of the products.
Our group categorises details of each section as below. Customer segment Before starting a
business, an entrepreneur has to know who the customer target and what is the type of them
to know what to do next.
Customer segment has 5 important groups, which are:

 Mass Market: General customer group

 Niche Market: Small group of customers which has the unique interest.
 Segmented: Group of customers that have specific interest but wider than Niche
market. Diversified: Market that need variety of products
 Multi-sided Markets: Market that have 2 or more groups of customers with different
purposes in the same product Customer segment of Fitbit is the Niche market because
their target is a group of people who love healthy life and exercise. Value propositions
After knowing the customer segment, the entrepreneur has to make the value
proposition of product to touch customer heart and to make customer feel and ready to
get the product. Value proposition has different kinds, so entrepreneur has to choose
which one suits the company customer segment and solve what product or service that
company has to produce. Newness Performance Customisation Getting job done
Design Brand/status Price Cost reduction Risk reduction Accessibility
Convenience/usability Values of Fitbit are design and convenience because Fitbit won
 design and health & wellness awards. It has lower price than other brands of health
activity detector. Channels After knowing what to sell and how to make products or
services to touch customer s hearts, an entrepreneur has to find ways to access
customers such as transportation, service, evaluation, awareness and purchase. Fitbit
accesses its customers by online marketing because the customer segment is Niche
market which mean market is not big as general mass market and customers sparse
around the world. The main media advertisement may not access the real customer
target group.

SWOT Analysis

A Fitbit is a small accountability buddy attached to your wrist. It measures and monitors the
number of steps you take, your heart rate, calories burned, sleep behavior, weight, and water
intake. If you want, it can also measure menstrual cycles (like a period tracker) and how
many floors you go up and down.
Despite being a leader in wearable tech, the Fitbit brand isn’t free from both strengths and
weaknesses. It can be improved, and hopefully will, before the threats ruin the brand. This
SWOT analysis of Fitbits goes into the details of the problems and benefits of this well-
known fitness brand.

Strengths of Fitbits
Access to tons of data:
Data is the Fitbits’ biggest strength. From your resting heart rate to an in-app food diary,
you’re given access to several kinds of health-related information about yourself. When you
want to know what you accomplished today or a week ago, you can check the app on your
smartphone at any time. At the end of each week, Fitbit emails your cumulative stats of the
week. This is why people who love data are obsessed with owning this device.
Competition amongst friends:
The watch connects wirelessly to the Fitbit app on your phone. From there, you create a
profile which includes your stats, accomplishments (trophies you get for reaching goals), and
the ability to connect with like-minded, health-conscious people. People who live for the
competition can push themselves further after seeing what their friends have accomplished. If
you don’t want people to see your accomplishments, you can easily make it private.
Apps for workouts and more:
This smartwatch can customize workouts. Although most Fitbits come with a Coach app (an
integrated workout app created by Fitbit), you can download workout apps created by other
companies too, such as the C25K running app.
Health isn’t just about getting off your feet either. The Fitbit Versa comes with a “relaxation”
app; a 2 or 5-minute session that helps you to concentrate on your breathing. This is helpful
for people who have anxiety or panic attacks.
A dozen fitbit watches to choose from:
You’ve several options of Fitbits to choose from; the Zip, Ionic, Alta HR, Charge 3, Versa…
the list goes on and on. Each one is a little different, both in appearance, built-in app
selection, and ability. For instance, according to Fitbit, the Versa can survive in waters 50
meters deep. And every hour it vibrates as a reminder to take 250 steps.
Not all Fitbits can go into water or has the hourly step reminder. And some Fitbits are more
affordable than others. Having so many options is great for customers, but also makes it
overwhelming when shopping for yourself.

Weaknesses of Fitbits
An Over-reliance on steps:
Although the Fitbit measures everything from your sleep schedule to calories burned, it only
cares about steps for fitness. Steps are a simple and easy measurement, but they’re not the
end-all to fitness. What about weight lifting? You’re likely to burn more calories when
introducing resistance training into your routine, but you don’t take many steps doing it.
Other health indicators, like nutrition intake, body fat percentage, and body measurements
should be retained as well.
More estimates than determinants:
Inaccuracy is a problem for all Fitbits. You’re told the total amount of steps and calories
burnt per day. But the steps are measured not by a physical step, but by wrist movement. In
fact, it’s possible to reach your step goal by sitting in one spot and fidgeting around.
Likewise, if you’re walking and stop moving the wrist the watch is on, it’ll have difficulty
counting your steps.
The “calories burned” section is just an estimate. Likely an overestimate. You shouldn’t take
that number as gospel. And don’t eat back those calories; otherwise, you might overeat and
gain the weight you’re trying to lose.
Too much comparison isn’t helpful:
The competition is a strength for some people, but a weakness for others. Comparing yourself
to what your friends achieve is supposed to make you more fired up to work harder. It can
cause burnout too.
It may lead you into a dark hole, where you feel inadequate and ‘less than’ for not keeping up
with your friends. This can take the fun out of improving your health. You don’t want it to
feel like a chore, otherwise you won’t continue with it.
Opportunities of Fitbits
More apps needed ASAP:
The Fitbit needs more apps. Although you’ve got a collection of free and paid apps, it’s
nothing compared to the ultimate competitor:  Apple. The Apple watch offers dozens of apps,
ranging from Spotify to fun exercises. The Fitbit options look like slim pickings in
comparison.
Branch into new measurements.
Rather than relying heavily on steps, Fitbits should expand into monitoring other areas of
health, such as nutrition intake and body measurements. Fitness isn’t just about moving
(cardio); weight lifting is a huge part for men and women. Fitbits don’t have a way to take
these measurements into account at the moment. This means they’re leaving out a segment of
people who could become customers but have no need for the watch as is.

Threats of Fitbits
A big fruit problem:
Fitbit is one of the leaders in wearable tech. The other is the Apple watch.
For many people who want a watch for accountability, they hit social media and ask which is
better: the Fitbit or the Apple watch? What you’re expecting to get out of your watch
determines the answer, which isn’t good for Fitbit. They should be the answer, but they’re
not.
Small guy competitors:
It’s not just Apple that fitbit needs to worry about. Smaller competitors are trying to break out
into the wearable tech scene too. If they can offer the things that Fitbit doesn’t, they’ll be a
headache for Fitbit sooner than later.

Objectives and Issues

We generally focus on three sides like as Increase Subscription Revenue, Drive Subscription
Attach rate, Drive Brand Awareness.
In this year-long campaign we hope to change consumer’s perception of Fitbit sense. We
want them to realize how trendy and fashionable the wearable technology can be. We hope to
increase sales by 20% over one year. By pairing with Tory Burch, this should be able to
attract a larger audience and create a demand. With that being said, we hope to have Fitbit
Sense is the leader on the fitness tracker market with 69% of market share for the past year
far ahead of its two major competitors Jawbone (14% of market share) and Nike. The
objective for the company is to remain in this market share and continue to be a leader in this
industry. A secondary marketing objective that aims at the African and American target
market is to increase sales by 30% by the end of the public relations campaign. Although
Fitbit sense is the leader on the market, the brand still lacks visibility and a strong brand
image. The main objective is to increase brand awareness and among the target audiences.

After conducting our situation and SWOT analysis, a major issue for Fitbit sense is that they
are not known for being partnered with designers. They are also not for known for being an
attractive accessory to wear all of the time. Knowing this issue, we need to brand ourselves as
one of the fitness trackers that is trendy and fashioned forward. This can put us ahead of our
other competitors with this trendy image. Consumers will be more inclined to purchase Fitbit
sense if it has more fashionable image and associated with other trendy brands.

Marketing strategy
Since maintaining consumer product and brand name are the key factors for realizing our
objectives, here we strategically and purposefully focus on ‘Versa Smart Watch’ by Fitbit – a
product which will put our strategic objectives in motion for future.

Positioning strategy
Versa will conveniently available for purchase online either from Fitbit’s website or from
other online outlets such as Amazon. It can be also purchased from 39,000 stores in 86
countries. With such vast, yet, affordable distribution channels, Fitbit no need to under take
costs of running its own retail stores – especially that the focus is now on B-to-B and
healthcare system.

Product strategy
This Marketing Strategy element reflects the solution to the customers’ needs.Versa will not
only a smartwatch but also a superior fitness and health tracing device, which makes it
appealing to B-to-B and health organizations. It is 24 mm wide and 24 mm tall, making it
slightly smaller than the smallest available Apple Watch, which is 38.6 mm wide and 33.3
mm tall. A smaller watch may not be important for everyone, but the Fitbit Versa will fit
better on women's wrists. It has SpO2 sensor, which measures blood oxygen levels, a tool
that is missing from Appl watch. Versa can get up to four days of battery life, while Apple
Watch gets only about 18 hours.Fitbit trackers will come in clear packaging with a teal
background matching the company’s branding. Labels on the packaging will briefly describe
the product’s features and uses with several bright, eye-catching colors. Fitbit’s NAICS code
is 33411.29.

Pricing strategy
This Marketing Strategy element requires an evaluation of the value of products for targeted
customers. The pricing strategy of the Fitbit Inc will focus on setting the list price, credit
terms, payment period and discounts. Fitbit will use odd-even pricing, a psychological
pricing strategy where the price is set at in odd numbers to craft the perception of
affordability. Fitbit prices will relatively fixed. Retailers such as Best Buy and Target will sell
Fitbit products without much deviation from the suggested retail price. This is less true for
online retailers, who have been known to sell Fitbit products for significantly less.
The Fitbit Versa will cost about $249, while the Apple Watch Series 4 starts at $559. This
competitive pricing is welcomed by healthcare and fitness providers. Through this product
and its affordable pricing, Fitbit will impress the right customer, i.e., insurance. UNH is
giving away this Fitbit’s product for real time compliance with glucose monitoring. From
heart monitoring to women health and sleep tracking, insurance will be improved compliance
from patients wearing Fitbit’s. Thanks to its affordability and its coaching app.
Today's customers are not interested in knowing the ‘price' but a total cost involved in
acquiring, consuming and disposing of the product.

Distribution strategy
Fitbit Inc. will distribute its products using dual distribution, e.g., by utilizing both indirect
and direct forms of marketing channels. The indirect marketing channel will focus primarily
on retail channels. These retail channels include: consumer electronic, specialty, eCommerce,
mass merchant, department, club, sporting good, and outdoors retailers. Some wireless
carriers will also sell Fitbit products.

The direct marketing channel will be affiliated only with Fitbit Inc. and functioned
exclusively through the Fitbit’s official website. Consumers will receive the product directly
from the original distributor.
Modern customers give high importance to the ‘convenience’ and ‘easy availability’. The
selection of ‘right’ distribution channels will require Fitbit Inc to:

 Firstly, considering the product characteristics. Involving various middlemen to

distribute perishable products will not be a wise decision if the product is perishable.
  Analyse the market dynamics, customers' preferences and own resources and
capabilities. If customers place high importance to personalised services and prefer
shopping from traditional stores rather than online channels and firm also has enough
resources to open their outlets, than distribution strategy should be set accordingly.

 The competitors’ distribution strategies also need to be studied. A comprehensive

cost-benefit analysis of each channel and comparison with own resources and
capabilities will help Fitbit Inc develop an effective distribution plan.

Marketing communication strategy

This is one of the most important elements of Fitbit Inc Marketing Strategy. Fitbit Inc can
blend above and below the line promotional strategies to achieve its marketing objectives.
The above the line promotion options for Fitbit Inc are- television, radio and print
advertising. Below the line promotion options are- catalogues, tradeshows and direct mail
campaigns.
Fitbit promotion of Versa will predominantly through advertising on TV with short clips or
with ads in magazines or newspapers. The other channel for promoting Versa will by
conducting Fitbit events for the public and corporates, where people can come try the
product. Lunch and learn activities will arranged for corporates, fitness canters and hospitals
and there are demonstrations addressing concerns and questions.
Advertising
Fitbit launched its first major advertising campaign in February 2021 through, a Bangladeshi
based agency. This global campaign will promote brand awareness through several different
media platforms, the most notable of which being Fitbit’s video advertising. This platform
will be featured footage of several physical activities, along with a text overlay of relevant
phrases such as “throw fit”, “ball fit”, and “swim fit”. These videos will significantly
increased brand awareness. Additionally, by displaying a variety of activities, these
advertisements will be appealed to a number of different lifestyles.
Another major tenant of Fitbit’s advertising is its social media presence. The company will
frequently uses hashtags in similar form to its video advertising campaign, like #runfit,
#marathonfit, and #vacationfit. Additionally, Fitbit will frequently post pictures of its
products, various exercises, and healthy foods. Finally, Fitbit will promote holidays and
major events, like Father’s Day or Mother's Day, to encourage users to purchase their
products for gift or for personal use.
Personal Selling
The only personal selling Fitbit will use at the retail level.
Sales Promotion
While Fitbit itself will not use sales promotion to sell its product, several of its retailers do.
Target and Best Buy will often hold storewide promotions where users can save a certain
percentage on Fitbit products. Target will also occasionally offer coupons and deals. Almost
all retailers will offer seasonal pricing.
Public Relations and Social Media
Fitbit will employ someone to handle their public affairs and social media. “Fitbitisms” is a
phrase coined to describe a series of quirky behaviours related to Fitbit usage. Its use will be
distributed across several social media platforms to encourage healthy lifestyle and regular
activity. Additionally, as an act of corporate social responsibility (CSR), Fitbit will recently
release an image of several colourful Fitbit Flexes forming a rainbow, demonstrating support
for marriage equality.

Marketing research
In order to develop a successful PR campaign, extensive primary as well as secondary
research will be conducted in order to assess the public’s opinions on the use of fitness
trackers, as well as athlete endorsements, and more. A survey we have conducted asked about
whether or not participants were health and fitness conscious, whether they were proponents
of fitness tracking devices and apps, and what their opinion of these devices was. These
questions allowed us to better understand the public’s overall idea, understanding, and feeling
regarding fitness tracking apps. We have also asked about topics that would allow us to direct
the campaign accordingly. For example, we have asked whether people pay attention to
athlete endorsements and what sports and athletes they were mostly interested in. The survey
was administered to 54 participants both male and female. The participants were 54% female
and 46% male, majority of them between ages 18 and 25. The key finding of the 8 survey
showed that almost everyone is to some extent fitness and health conscious, meaning that
they are in our desired target audience and are to some extent knowledgeable about the
fitness industry. Interestingly, the findings showed that despite the buzz about fitness
trackers, people are still relatively skeptical about their effectiveness. Only 16% of
participants have used a fitness tracker, many of them in the form of a fitness app such as a
calorie counter or an iPhone pedometer.

Marketing organization
FitBit will benefit from a great presence on social media. The brand will be founded on
Facebook, Twitter, Instagram, Pinterest, YouTube and Google +.On the social media FitBit
will not only promoting its products, the brand will be attached to help people having a better,
healthier routine in terms of fitness or food habits. In order to do that FitBit will use social
media as a way to give lifestyle advice that are applicable whether people own a FitBit
product or not. FitBit strategy on social media will be very successful we think.
Facebook:
On Facebook FitBit will need to keep on posting lifestyle advice and promote its brand
image. It is also a great strategy to respond to comments of people in order to resolve their
problem and establish a great relationship with people not to make them want to switch from
FitBit to their competitors. Also, the FitBit page will not guide people to the FitBit pages on
other social media. It is really necessary to make people know that FitBit will present on
other media to incite them to follow the brand not only on Facebook.
Twitter:
On Twitter the brand will be very active and post daily #HealthyHabits to encourage the
followers to have a healthy lifestyle. It is very easy with Twitter to encourage people to share
their routine or advice by using a specific hashtag and make the relationship with the brand
very interactive.
Instagram:
On Instagram, the goal will be keep encouraging people to use these hashtags and augment
the number of uses. To increase the visibility of the brand on Instagram it could be a great
strategy to implemented monthly or quarterly contests. Contests are very popular and are a
great way to reach more users and improve the brand exposure.
Snapchat:
Snapchat is becoming more and more popular among millennials and increasingly used by
companies to promote their brand. FitBit will join this social media to share their stories with
the users.

Action Programs

A Fitbit sense is an activity tracker, usually worn on the wrist, which can track the distance
you walk, run, swim or cycle, as well as the number of calories you burn and take in. Some
also monitor your heart rate and sleep quality. Fitbit sense automatically posts your
achievements on social media, keeping their brand constantly top-of-mind. Fitbit sense places
a huge focus on social motivation, believing that it's a core factor in keeping users engaged
and talking about the brand. Since 2010, Fitbit sense has sold over 105 million devices
worldwide and has close to 30 million active users. The company is amongst the leading
companies in the wearable market. Some of Fitbit's competitors are well-known companies
such as Apple, Xiaomi, Huawei, and Samsung. Did you know that if you have a Smartphone,
you can try out a lot of what a Fitbit sense offers without paying? You'll find hundreds of
fitness and pedometer apps on both Android and IOS that can help with your health goals.
Fitbit sense mobile app can also perform some basic tracking even without a device
connected.

Budget

A three-year cash flow statement

Year 0 Year 1 Year 2 Year 3
1. Sales Revenue $ 0 $8,500 $12,300 $16,750

2. Cost of goods sold 0 $3,800 $4,900 $6,200

3. Gross Margin 0 $4,700 $7,400 $10,550

4. Development cost -2800 0 0 0

5. Marketing cost 0 5,200 4,800 6,700

Control
We can evaluate Fitbit by monitor its performance through customers’ level of satisfaction,
perceived quality and practicality. And we can establish control by tracking sales and brand
recognition.