1. Fitbit Force

2. What is the Fitbit Force?
● Fitbit Force is a wristband that, “Tracks
everyday activities like steps, distance,
calories, stairs climbed, and active minutes.”
● It can also track your sleep at night and
wakes you up with a vibrating alarm.
● It automatically syncs with your smartphone
and computer to show progress throughout
the day.

3. Competitive Market
● Fitbit Force falls under the “health and fitness” product
category.
● Appeals to those looking to get back into shape
because it helps keep track and log their workouts and
physical activity for the day.
● The fitness category brings in $70 billion in annual
revenue in the United States alone.
● The industry is on the rise due to the increase of people
concerned with staying fit.

4. Main Competitors
Nike+ Fuelband SE
● Targeted towards mostly
young athletic males.
● Retail price: $149
Basis B1
● Targeted towards young
athletic people
● Retail price: $179

5. Main Competitors
Jawbone Up
● Targeted towards
younger athletic
group
● Retail Price: $149.99
Fitbug Orb
● Targeted towards
younger athletic
group; price sensitive
● Retail Price: $49.95

6. Target Market
● New target market for Fitbit Force is seniors
from the ages of 50-70.
● This will help the older generation
feel young again, as well as help
them stay healthy and increase
their fitness.
● Makes working out more fun.

7. Why will the new target market
work?
● Seniors have a much higher discretionary income than
other groups.
● The age group is expected to grow in the future
because the “Baby Boomers” generation is getting
older.
● Currently people from ages 45-65 make up 26.4% of the
U.S. population.

8. Analysis of Competitors Advertising
Messages
Nike+ Fuelband SE
● Nike uses tv ads
● They also use
social media as
well. #Nikefuel
Jawbone up
● Advertised and
promoted in Apple’s
App store as well as
Android App store.
● Use social media to
interact with customers
and obtain new ones.
Fitbug orb
● Also advertised
through app stores
and markets.
● No video
advertisements.

9. Nike

11. Jawbone

13. FitBug

14. Positioning Strategy
● Nike uses the tagline, “Make it count” to influence the younger market to
get the FuelBand and gather as many points through exercise as they can.
● Their goal was to make the FuelBand into more of a competition for the
consumers.
● Since we are targeting the older generations for our Fitbit Force band, we
want to create a brand message of a renewed and energetic lifestyle.
● Our company plans to start relaying this message to our consumers
through the tagline: “Renew Your Youth”
● The pricing strategy for our product needs to be price-effective for our new
target market.

15. Fitbit Force Message Strategy
● Using the Cognitive Approach with our advertising strategy, Fitbit
should really focus on relaying the product benefits and the ways it
can help our consumers reach maximum exercise potential.
● Using the Affective Approach will also be beneficial in our advertising
strategy. Fitbit will appeal to the older consumers by flashing images
of the youth that they once had in their early years.
● The Conative Approach will be used in our advertising strategy in
order to drive consumers to action.
● Studies show that nearly 53 percent of senior citizen consumers do
most of their shopping mvia magazines and catalogs.

16. Examples of Advertising Executions Cont’d.
Example
of
Magazine Advertisement

17. Examples of Advertising Execution Cont’d.
Example
of
Billboard
Advertisement

18. Media Plan: “Renew your YOUth”
Magazine Advertisements
● Biggest part of advertising campaign
● 3 most prevalent magazines to elderly community
○ AARP Magazine
○ Reader’s Digest
○ Living Well Magazine
● Will educate the consumer on the benefits of the
FitBit device as well as bring awareness to the
product itself

19. Media Plan Cont’d.
Billboard Advertisements
● Most straightforward ad due to low exposure time
● Will depict active senior citizen w/ emphasis on FitBit device
● Only text on billboard will be tagline, “Renew your YOUth”
Television Advertisements
● Will air 4 times a day over 12 week period on National TV
○ Stations such as ABC, FOX, CBS, NBC, etc.
○ Times: 5-9am and 8-11pm
● Ads will be placed between popular shows such as “Good Morning,
America”

20. Celebrity Endorsements
● Gary Player
○ 78 year old, South African golfer
○ Still currently participating in PGA Tour
○ Was part of ESPN Magazine: Body issue due to his health for his
age
● Will show our consumers that it is still possible to be healthy at their
age
● Player will be part of television advertisements
Media Plan Cont’d.

21. Advertising Program Budget
Billboards
Cost of running 10 city, 6 month billboard campaign:
● 10 cities, 1 large billboard (48’ x 14’) each city: $3,000 per month
Total: $180,000
Television Advertisements
Cost of running 4 tv spots a week on major TV Networks over a 12 week period:
● Media Cost: $3,000,000 (@ $300,000 per network)
● Production Cost: $25,000
Total: $3,025,000
Celebrity Endorsements
Cost for Gary Player to appear in national TV Spot: $500,000

22. Advertising Budget Cont’d.
Magazine Advertisements
AARP Magazine
Cost for Full-Page, 4 Color Ad: $581,800
Cost of running ad for a year-long campaign: $6,981,600
Reader’s Digest
Cost of Full-Page, 4 Color Ad: $180,000
Cost of running ad for a six-month campaign: $1,080,000
Living Well Magazine
Cost of Full-Page Ad + Full Page Educational Article: $15,000
Cost of running ad three times, annually: $45,000
Total Cost for Magazine Ads: $8,106,600
Total Overall Expenses: $11,811, 600

23. Works Cited
1. www.entrepreneur.com/article/223780
2. http://about.mapmyfitness.com/2013/03/connected-health-trends-in-fitness-tracking/
3. http://www.livescience.com/41556-best-fitness-trackets.html
4. http://mobihealthnews.com/28825/fitbit-jawbone-nike-had-97-percent-of-fitness-tracker-retail-sales-in2013
5. http://wpc.2483.edgecastcdn.net/002483/adserving/facebook/fitbit.pdf
6. http://store.nike.com/us/en_us/pd/fuelband-se/pid-924485/pgid-924484
7. http://www.mybasis.com
8. www.fitbug.cm/us/orb?lng-uk#wear-it-your-way
9. https://jawbone.com/up
10. http://www.helpguide.org/life/senior_fitness_sports.htm
11. http://www.nhs.uk/livewell/fitness/pages/physical-activity-guidelines-for-older-adults.aspx
12. http://www.fitbit.com/force
13. http://www.brandchannel.com/papers_review.asp?sp_id=1261
14. http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf
15. http://www.newsday.com/business/technology/fitbit-jawbone-nike-fuelband-make-good-gifts