Fitbit started as a fitness tracker to encourage personal health but has expanded into a platform that tracks various health and activity metrics through wristbands and apps. It motivates users through social features, challenges, and weekly progress reports. However, Fitbit faces threats from competitors like Jawbone and Apple expanding into the wearables space through potential smartwatch devices.
On June 9th, 2016 Fitabase had the pleasure of taking part in the annual Fitbit Captivate Summit, where founder and CEO, Aaron Coleman, was invited to share insights on using wearables sensors for health research. Aaron presented on the Fitabase platform and how it’s being used to understand participant activity, sleep, and overall health in over 150 research studies.
Fitbit has become a well-known brand for activity trackers that measure steps, calories burned, and sleep cycles. However, to improve sales and consumer perception, the company needs a new branding campaign. The document provides a situation analysis, target audience segmentation, and proposed campaign tactics. It identifies Fitbit's strengths as brand recognition and variety of products but weaknesses as lack of health/fitness credibility and unattractive design. The campaign objectives aim to position Fitbit as a lifestyle brand to help more consumers live actively and healthily. Tactics include strategies across different media to communicate Fitbit's benefits and personality to the target audience of active 18-34 year olds.
The document analyzes Fitbit's competitive positioning, growth opportunities, and valuation. It finds that while Fitbit currently captures 25% of the global wearables market, this market is highly competitive and volatile. For long-term viability, Fitbit must continue preferring its products over competitors and seize growth opportunities in new markets and customer segments. However, as the market matures, costs will remain high. Based on projections of future sales growth and expenses, the document values Fitbit at $5 billion, implying its current share price of $30 is overvalued by 30% and the target price should be $22.75.
A powerpoint I created for a group project in my Integrated Marketing Communications class. The objective of the project was to create a new product line and create a marketing plan for it.
- Fitbit Smart Coach aims to increase revenue and brand awareness by targeting current Fitbit users in North America aged 30+ to purchase a premium subscription for $49 annually.
- The marketing plan utilizes both paid channels like display ads and owned channels like social media, emails, and device notifications to drive trials of the free 30-day subscription with a goal of 5% converting to paid subscribers.
- Projections estimate $192 million in total subscription revenue over 3 years with marketing costs of $25 million, most of which is spent in the first year to acquire new subscribers through the various channels.
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
ICT Challenge+R2011ファイナルでの@pastakと@tyageの発表資料です。
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Title and Sub Title Font : めんまフォント
(http://www.anohana.jp/special/font.html)
Other Text Font : あずきフォントLB
(http://azukifont.com/)
The document analyzes Fitbit's competitive positioning, growth opportunities, and valuation. It finds that while Fitbit currently captures 25% of the global wearables market, this market is highly competitive and volatile. For long-term viability, Fitbit must continue preferring its products over competitors and seize growth opportunities in new markets and customer segments. However, as the market matures, costs will remain high. Based on projections of future sales growth and expenses, the document values Fitbit at $5 billion, implying its current share price of $30 is overvalued by 30% and the target price should be $22.75.
A powerpoint I created for a group project in my Integrated Marketing Communications class. The objective of the project was to create a new product line and create a marketing plan for it.
- Fitbit Smart Coach aims to increase revenue and brand awareness by targeting current Fitbit users in North America aged 30+ to purchase a premium subscription for $49 annually.
- The marketing plan utilizes both paid channels like display ads and owned channels like social media, emails, and device notifications to drive trials of the free 30-day subscription with a goal of 5% converting to paid subscribers.
- Projections estimate $192 million in total subscription revenue over 3 years with marketing costs of $25 million, most of which is spent in the first year to acquire new subscribers through the various channels.
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
ICT Challenge+R2011ファイナルでの@pastakと@tyageの発表資料です。
===
Title and Sub Title Font : めんまフォント
(http://www.anohana.jp/special/font.html)
Other Text Font : あずきフォントLB
(http://azukifont.com/)
The document contains summaries of various text passages in 3 sentences or less. It summarizes passages about text changes, additions of new text fields, and changes to existing text fields. Metadata is also provided about the date and author of the summaries.