The Fictitious FitNitWit will exercise your mind and body. Chasing it's top competitor, the goal is to become the number one selling fitness wearable.

1. TAKING THE FITNESS DEVICE FROM BODY TO MIND
JENNIFER DUNBAR
BELLEVUE UNIVERSITY
FDMK325

2. Our Brand
The FitNitBit is currently enjoying the second position among wearable fitness
produc ts. Our innovations and c utting edge design will move us ahead of the
competition. This year’s addition to our already popular line will include two
new features. The calorie c ounter and the NitWit mind games.
Tracking fitness, is just one feature of the new FitNitWit it will also track food and
calorie intake along with c alories burned by ac tivity level. The Wit is an
unprecedented additions to the wearable fitness tracker and will engage
friends, c o-workers and the FitNitWit community by challenging them to brain
teasers and exercise challenges. The new app and wearable are designed with
fashionable style, and easy to use technology. The social media network makes
it interac tive and engaging to the users. The website will include recipes,
challenge ideas and answers to brain teasers.
Our Goal
To engage our c ustomers and encourage them to share, their wit experience.
The c alorie c ounting and recipes c an be shared on the FitNitWit network or on
Instagram, Facebook, Twitter, Pinterest and any other social media including
email from the users’ mobile device.
To increase our market share with innovative produc ts and excellent service we
will target the 18-40 year old tech savvy c onsumers who are interested in the
newest technology. Direc tly competing for Apple and Samsung Watch
shoppers.
Pricing c ompetition for bracelet technology will place our $159.99 Wit above the
FitBits’ $144.99, which is c urrently rated as the top bracelet wearables (Faulkner,
2016). Our retail pricing will remain below both the Samsung Gear Fit2’s $179.99
and Apple’s $269.00 watch. Like other products we will offer in app purchases
to expand the number of challenges and recipes available.

3. Marketing
The produc t will launch with an integrated marketing c ommunications plan that
begins by analyzing the audience in order to target our unique c ustomer.
Sorting the data collec ted and understanding “ who you're going to target…
(will) determine how we are going to reach your audience (Akers, n.d.).
Selecting a media mix based on the target audience will ensure our c ustomers
receive our message where they are already looking. The c ommunications
plan, the message and our strategic operations plan will be support our brand
positioning, our goals and our budget.
FitNitWit
The introduc tion of interac tive technology, the c alorie countered, burn meter
and the new social network will create a strong campaign for fitness, fresh food,
and healthy lifestyle as results are shared among users. We believe the fitness
stories, brain teasers, physical challenges and recipes will become a powerful
personal interac tion and viral marketing for this innovative new fitness wearable.

4. References
Akers, H. (n.d.). The Steps in Developing an Integrated Marketing Communication Plan. Retrieved July
2016, from Chron.com: http://smallbusiness.chron.com/steps-developing-integrated-marketing-
communication-plan-56305.html
Faulkner, C. (2016, June 03). The best fitness trackers for 2016. Retrieved from Techrader.com:
http://www.techradar.com/us/news/wearables/10-best-fitness-trackers-1277905
Stables, J. (2017, March 7). Best fitness trackers 2017: Fitbit, Garmin, Misfit, Withings and more.
Retrieved from Wareable: https://www.wareable.com/fitness-trackers/the-best-fitness-tracker