FitBit Charge 2
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This document discusses Fitbit's Charge 2 fitness tracker and opportunities for market expansion. It provides a SWOT analysis noting Fitbit's large market share in fitness trackers but low share in smartwatches. Research shows fitness trackers are popular among women aged 35-54 and those earning over $100,000, while smartwatches appeal more to younger men earning under $48,000. The proposed target is 25-year-old Jared, who matches smartwatch user profiles and values quality. A campaign of "Track Your Adventure" is suggested to appeal to his daring personality and focus on the 25-29 demographic.
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FitBit
Fitbit was founded in 2007 and is headquartered in San Francisco with over 1000 employees. They have experienced strong revenue growth and operate globally with offices on several continents. Fitbit's mission is to empower people to live healthier, more active lives through products that integrate seamlessly into users' daily routines. Their product line includes various trackers and devices to help users track health metrics and progress toward goals.
Fit bit
Fitbit was founded in 2007 in San Francisco by James Park and Eric Friedman. They launched their first fitness tracker to take advantage of the emerging mobile health market, as James was inspired by the success of the Nintendo Wii and its fitness games. By 2013, Fitbit had captured 68% of the fitness tracker market and a valuation of over $300 million, selling more devices than Nike and Jawbone combined through an affordable, easy-to-use product line and strategy of empowering users to improve their health.
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With some #gamification adaptions this could be a powerful strategy to help motivate people to change.
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Finding (Data)
Action
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Illustrate that the Fossil Q Smartwatches are not only a great technological solution, but also great value. Consider sales promotions and free shipping…
(These are purely just example – I have not collected any data on this)
This strategic summary chart will be prominently featured in your final plans, so now is the time to create it – we’ll work on it several times. The chart itself should be a simple, two-columned chart with the research conclusion on the left and the corresponding action on the right. Be sure to format it in a way that is reader-friendly and visually satisfying. This will help sell your plan and create credibility for your team. Focus in on the high level findings, not specific quotes or overly-detailed secondary research discoveries. Be concise, clear, and super-professional with your words in this chart. Essentially, this chart provides justification for the plan that you’ll be recommending. Have at least ten findings and corresponding actions. Because it basically summarizes all of the research that you’ll do for this project, this is the most important deliverable of Assignment 2!
Deliverables:
· Everyone watches the Marketing Research Videos and at least one member from each group takes the online course on Social Media and Data Analytics.
· Depth Interview Draft (Requires Approval Prior to Collecting Data)
· You should send this to me by Tuesday, 2/20
· Executive Summary of how the assignment went (1-2 paragraphs)
· 2 page summary of results of research findings – include sample size from each method
· Strategic Summary Char.
Marketing Research on Market Segmentation | Defining Target Customers
This document discusses defining target customers in marketing management. It begins by introducing the concept of market segmentation based on factors like needs, income, age, demographics, and geography. This allows companies to target customers most likely to perceive value in their products. The document then presents research on low-income groups in southern India, finding that while price is most important for low-end brands, brand value and self-esteem are more influential for high-end brands. In conclusion, the document emphasizes the importance of thoroughly understanding all potential customer segments to expand market share and capture higher revenues.
BU NSAC 2014 (Mary Kay Cosmetics)
I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
J&j presentation athena
This document analyzes MediHealth's potential acquisition of Athena, a skin care company. It considers whether to license or buy Athena, pricing and distribution strategies, and marketing approaches. It recommends buying Athena, using premium pricing in mass markets, and a 360 marketing strategy. Financial projections show the strategy would be profitable, with a net present value of $173 million and 21% internal rate of return. A sensitivity analysis also supports the recommendations.
Final Presentation
The document summarizes research conducted on introducing the fashion brand Zara to the Boston market. It provides an overview of Zara's business model and SWOT analysis. It then outlines research objectives to evaluate consumers' purchasing behaviors and attitudes toward Zara. The methodology section describes a survey of 100 people to understand awareness, usage, factors influencing purchase decisions, and recommendations for launching Zara. Key findings indicate 58% awareness but low purchase rates. The conclusion recommends launching Zara in Boston targeting young women, and provides suggestions around product, price, promotion, and placement.
Marketing Situation Analysis
Situation analysis and market audits are essentially the same thing - a means for companies to understand how they relate to their external environment. A situation/market analysis typically includes examining the actual and potential market size, trends, customers, customer segments, and distribution channels. It also involves a SWOT (strengths, weaknesses, opportunities, threats) analysis. SWOT draws together the key internal strengths and weaknesses and external opportunities and threats identified through audits. It is a tool commonly used in auditing and strategic planning.
Strategic Analysis of Nike, Under Armour & IMG
Strategic Analysis of Nike, Under Armour & IMG
Content include:
Mission & Vision of each organization
PESTEL Analysis
Five Forces Model Analysis
Suggestions
Strength & Weakness
Strategic Implementation
The Era of Omni-Commerce: New Insights for Dominating the Digital Shelf and B...
This document provides a summary of key insights from a landscape study on the state of ecommerce in 2021. The study was based on surveys of 500 online purchasers and 209 marketers/sales professionals. It found that shopper expectations prioritize convenience and discovery across platforms. Retailers lead in site visits pre-purchase, but social media and search are important for inspiration and discovery. The power of product detail pages was also highlighted, with nearly half of online purchasers visiting them at purchase time. The importance of a cross-channel approach and integrating media across platforms to eliminate waste was discussed. Measurement of success was found to be achievable for most traditional advertising but less so for emerging options. The growth of online grocery
A new entrant rfid
The document discusses various marketing strategies for entering new markets as either a pioneer or late entrant. It notes that pioneers typically have significant market share advantages but can lose their lead if they become complacent. Late entrants can succeed through distinctive positioning or by taking advantage of gaps in pioneers' offerings. The strategies discussed include reducing price, improving products/services through niche targeting, entering new geographic markets, and developing new distribution channels.
brand positioning of smartwatch.pptx
The project talks about smartwatch and the influencing factors which decides the brand positioning of smartwatch. Also various aspects are learned through this project regarding the expectations of consumers towards smartwatch.
Male grooming category review final
The document summarizes trends in the male grooming category in Vietnam. It finds that male grooming is growing rapidly in Asia, including Vietnam. While 80% of Vietnamese men care about their appearance, skin care remains underdeveloped in Vietnam compared to other Asian markets. The male grooming market in Vietnam provides potential for companies, especially in developing new products beyond basic items like shampoo and deodorant into areas like skin care and body care.
New Product Development- Anti Radiation Chip
Global Trade Network is introducing an Anti Radiation Chip to neutralize harmful effects of electromagnetic radiation from electronic devices. They developed the product through idea generation, concept development and testing. Their marketing strategy involves analyzing market trends, growth, needs and segments. They will promote the chip through TV, radio and sales analysis to track performance. The chip aims to help people by reducing health risks from devices while increasing the company's sales and profits. If successfully commercialized, the chip could benefit users and the business.
product and brandmanagement
The document discusses various aspects of product management including product definition, quality, features, design, classification, mix, lines, strategies, development process, and reasons for new product failure. It defines a product and different types of products. It also covers topics like quality, features, design considerations, product classification, mix, lines, and strategies for development.
Ppt5
This document discusses various concepts related to measuring market opportunities and demand forecasting. It covers:
- The importance of understanding market potential, which is the total demand from all actual and potential buyers.
- The two main approaches to sales forecasting: top-down, which estimates overall market trends and the company's share, and bottom-up, which aggregates individual estimates. Both have merits and combining them adds confidence.
- Evidence-based forecasting methods like statistical analysis, surveys, analogies, and market tests, along with their advantages and limitations.
- Tools for forecasting like the chain ratio method and brand/category indices, which use logic and past data to estimate future demand.
Nike+ presentation
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.
Similar to FitBit Charge 2 (20)
Lesson-7-Segmentation-Targeting-and-Positioning.ppt
Lesson-7-Segmentation-Targeting-and-Positioning.ppt
Noam Bernstein - NekudaDM - Derisking Market with Research
Noam Bernstein - NekudaDM - Derisking Market with Research
Part 3 Strategic Summary ChartSummarize your findings from the .docx
Part 3 Strategic Summary ChartSummarize your findings from the .docx
Marketing Research on Market Segmentation | Defining Target Customers
Marketing Research on Market Segmentation | Defining Target Customers
The Era of Omni-Commerce: New Insights for Dominating the Digital Shelf and B...
The Era of Omni-Commerce: New Insights for Dominating the Digital Shelf and B...
FitBit Charge 2
- 1. FitBit Charge 2 By Group 2
- 2. SWOT Strengths: - First-mover advantage - 83% Market share in Fitness trackers Weaknesses: - Low market share in the smartwatch market - Not linked with another device, such as apple watch with iPhone or Samsung gear with Samsung phones
- 3. SWOT Opportunities: - Can break into new markets globally - Can create partnerships with health and wellness companies Threats: - Competition from similar products
- 4. RESEARCH Fitness Trackers 35 - 54 years old → 36% Average Income > $100,000 → 41% Women → 54% Smartwatches 69% ← 18 - 34 years old 48% ← Average Income < $48,000 71% ← Men $$$ $ 83% - Fitbit 52% - Apple
- 7. Target Jared: - 25 years old - Matches all Smart watch owner specifications - Values quality products - Identifies with the statement “I am brave, daring, adventurous and courageous.” - Index: 139 Vertical: 21.9% Horizontal: 10.2%
- 8. Research Plan and Insight FitBit should focus on selling to 25-29 year olds, who value quality products and are willing to pay more for them; they identify with the statement that they are “Brave, Courageous, Daring, Adventurous”
- 10. Creative
- 14. Any Questions?