Fitbit Marketing Plan

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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 Summary15
Offer description1
External environment factors analysis2
Macro- environment2
Political2
Economical2
Social changes2
Technology3
Legal requirements3
Environmental3
Micro environment analysis4
Threat of new competition4
Threat of substitute products or services4
Bargaining power of customers4
Bargaining power of suppliers4
Intensity of competitive rivalry4
Analysis of competition5
SWOT Analysis5
Value Chain Analysis5
Analysis of target market7
Customer’s needs analysis7
Target segmentation9
Perceptual Map of Positioning11
Marketing Objectives12
Marketing Strategies12
Product Strategy12
Positioning12
Pricing Strategy12
Place/ Distribution13

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 it can be barely noticed when you wear all day. The FitBit Ultra offers the following fantastic features: * Only one button, easy to operate

* Pedometer records steps taken, distances traveled and stairs climbed * The device can calculate the calories consumed
* Sleep mode can analyze the length of actual sleeping time * All the data recorded can be synched with the computer automatically within 15 feet * The software supports both Mac and PC
* Data can be uploaded to the online account and visualized clearly in the format of diagrams * Intake calories can be uploaded manually for a more accurate analyze * Performance can be shared with friends through social network * Long life battery can last for over one week without charging * Sell for only $99 each

External environment factors analysis
Macro- environment
Political
Australia is a member of APEC and WTO and also has free trade agreements with United States, ASEAN countries, New Zealand and some European countries. It has positive trading policies with different countries and the trades between countries are in favorable conditions. Therefore, bringing FitBit into Australia would be feasible and there will be a large amount of prospects in the market. FitBit as an innovative product which is designed to improve the health quality of local people shall be warmly welcomed by the Australian government. Economical

The Gross Domestic Product (GDP) in Australia increased 0.4% in the last quarter of 2011, with typical inflation of 2-3% in 2010 and unemployment rate increased to 5.2% in February of 2012. In Australia, sales tax rate is 10% and Corporate Tax rate is 30%. The tax rates of Australia seem to be feasible for the FitBit to operate in this market. Because of low unemployment rate in Australia which is approximate to 5.2%, it would be a barrier for the FitBit to employ some skilled staff. Therefore, it is crucial for the human resource department to take different...
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