FitBit Charge 2By Group 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

SWOT

Opportunities:- Can break into new markets globally - Can create partnerships with health and wellness companies

Threats:- Competition from similar products

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

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%

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”

Campaign“Track YOUR Adventure”

Creative

Creative- Guerrilla

Creative - Digital

Any Questions?

Track Your Adventure