Nike currently holds 10% of the fitness tracker market, which is dominated by Fitbit at 68%. The document analyzes why Fitbit has been more successful and proposes strategies for Nike to increase its market share. It suggests that Nike's focus on athletes does not appeal to everyday consumers. A new "Nike Health" sub-brand is recommended, targeting healthier living through small daily activities rather than just sports. This would be supported by updated marketing, sponsorship of health programs, and hiring new spokespeople not centered around athletics.
Nike entered the fitness tracker market in 2006 with the Nike FuelBand, heavily marketing it towards athletes. However, FitBit has dominated the market since 2009 with a 68% market share compared to Nike's 10%, appealing more towards everyday health. To gain market share, Nike should shift its message from athletes to everyday healthy living, develop a Nike+ Health sub-brand, sponsor healthy programs and marathons, and hire new spokespeople not focused solely on sports. This will help Nike position itself amongst "The Healthy Consumer" and cost an estimated $4.1 million.
El documento consiste en una repetición constante de la palabra "Inventao" sin proporcionar información relevante. No es posible generar un resumen significativo de menos de 3 oraciones debido a la falta de contenido informativo en el documento.
Nike currently holds 10% of the fitness tracker market, which is dominated by Fitbit at 68%. The document analyzes why Fitbit has been more successful and proposes strategies for Nike to increase its market share. It suggests that Nike's focus on athletes does not appeal to everyday consumers. A new "Nike Health" sub-brand is recommended, targeting healthier living through small daily activities rather than just sports. This would be supported by updated marketing, sponsorship of health programs, and hiring new spokespeople not centered around athletics.
Nike entered the fitness tracker market in 2006 with the Nike FuelBand, heavily marketing it towards athletes. However, FitBit has dominated the market since 2009 with a 68% market share compared to Nike's 10%, appealing more towards everyday health. To gain market share, Nike should shift its message from athletes to everyday healthy living, develop a Nike+ Health sub-brand, sponsor healthy programs and marathons, and hire new spokespeople not focused solely on sports. This will help Nike position itself amongst "The Healthy Consumer" and cost an estimated $4.1 million.
El documento consiste en una repetición constante de la palabra "Inventao" sin proporcionar información relevante. No es posible generar un resumen significativo de menos de 3 oraciones debido a la falta de contenido informativo en el documento.