Fitbit

DISCLAIMER: By submitting this work, I am declaring that I am the originators of this work and that all other original sources used in this work has been appropriately acknowledged. I understand that plagiarism is the act of taking and using the whole or any part of another person’s work and presenting it as my own without proper acknowledgement. I also understand that plagiarism is an academic offence and that disciplinary action will be taken for plagiarism. FITBIT   Fitbit was founded in 2007 by Eric Friedman and James Park due to the advancements in wireless technology and sensors. They realized that with such technology that they were able to bring great experiences to fitness and health. Hence, they embarked on a journey to create a wearable product that would change the way we move.  Fitbit's mission is "To empower and inspire you to live a healthier, more active life. We design products and experiences that fit seamlessly into your life so you can ...

Demographics Individuals of ALL ages- c hildren as young as 8 years old are eligible to use  Fitbit Ace. Fitbit can be used by both men and women. However, compromising of 72% of users, the primary audience for Fitbit are women  Age wise, the largest segment of Fitbit audience consists of users aged 35-44 years old. This is the age where people have the resources to purchase a      fitness tracker.  The largest income group buying trackers have a household  income of over $100,000.  Geographics Individuals from all around the world can access and use Fitbit. Psychographics Individuals that live an active and healthy lifestyle, or have interests in sports and exercising.  Individuals who are looking to make a change in their lifestyle can also utilise Fitbit to help them reach their goals. Behavioral  Individuals that exercise frequently and enjoy doing physical activity often or individuals t...

Who? Some of Fitbit's competitors are such as the Apple watch, Garmin Vivosmart, Nike Fuel Band, and  the Microsoft Band respectively. Competitor Analysis (Apple) Apple is the biggest competitor Fitbit is facing as Apple has an extremely recognised and well known brand worldwide. Moreover, Apple has a positive reputation. Hence, I will be focusing the competitor analysis mainly on Apple. Similar to Fitbit, Apple also has an application which has the ability to connect to the apple watch.  Apple Health Application is available to assist its users to improve health condition in four categories namely Activity, Sleep, Mindfulness, nutrition and steps. The completion in each category will be used for the overall result obtained for track record. Moreover, with the professionals brought in place in the application, Apple customers are able to tap on this opportunity whereby their health information could be shared for consultation. Strength (Apple...

Past & Current Sponsorship Involvement Destination races Miami half & full marathon (Annual) Fitbit local cardio bootcamp boston  Fitbit local baseball bootcamp Andrew Wiggins sponsored (NBA player) Objectives for Sponsorship Fitbit has been actively sponsoring and partnering with various events and companies to further market their brand, and to gain endorsements to gain trust of new customers. Apart from that, there are many other objectives for sponsorship of such companies, events and athletes. Firstly, Fitbit sponsors runs such as the Miami half & full marathon and destination races to increase the publicity of their products to their target market, which are the healthy and active living individuals whom enjoy exercising, especially running. Moreover, Fitbit specially caters more towards running as their trackers can track the number of steps taken as well as your heart rate and even the calories burnt. At such runs, some part...

Sponsorship Recommendation 1:  Fitbit can sponsor family sporting events such as marathons. For example, the Star Wars run held annually in Singapore.  Why? At the Star Wars run, majority of participants will come with their families, and there is a kid's dash as well. Hence, there will be people of all ages at the event, and more importantly, apart from being Star Wars enthusiasts, these families live and enjoy a healthy and active lifestyle which brings them to the run. Furthermore, Fitbit's products complements the needs of the customers, and they even have specially customized trackers for children.  Fitbit can set up a booth at the Star Wars run, allowing participants to try on their trackers, watches and even headphones. By sponsoring the run, the Star Wars run will in turn help to market their product via banners and verbal advertisements by the emcees.  Sponsorship recommendation 2: Fitbit has indeed been actively sponsoring events an...