TAKING THE FITNESS DEVICE FROM BODY TO MIND

JENNIFER DUNBARBELLEVUE UNIVERSITY

FDMK325

Our Brand The FitNitBit is currently enjoying the second position among wearable fitness products. Our innovations and cutting edge design will move us ahead of the competition. This year’s addition to our already popular line will include two new features. The calorie counter and the NitWit mind games. Tracking fitness, is just one feature of the new FitNitWit it will also track food and calorie intake along with calories burned by activity level. The Wit is an unprecedented additions to the wearable fitness tracker and will engage friends, co-workers and the FitNitWit community by challenging them to brain teasers and exercise challenges. The new app and wearable are designed with fashionable style, and easy to use technology. The social media network makes it interactive and engaging to the users. The website will include recipes, challenge ideas and answers to brain teasers.

Our Goal To engage our customers and encourage them to share, their wit experience. The calorie counting and recipes can be shared on the FitNitWit network or on Instagram, Facebook, Twitter, Pinterest and any other social media including email from the users’ mobile device. To increase our market share with innovative products and excellent service we will target the 18-40 year old tech savvy consumers who are interested in the newest technology. Directly competing for Apple and Samsung Watch shoppers. Pricing competition for bracelet technology will place our $159.99 Wit above the FitBits’ $144.99, which is currently rated as the top bracelet wearables (Faulkner, 2016). Our retail pricing will remain below both the Samsung Gear Fit2’s $179.99 and Apple’s $269.00 watch. Like other products we will offer in app purchases to expand the number of challenges and recipes available.

Marketing The product will launch with an integrated marketing communications plan that begins by analyzing the audience in order to target our unique customer. Sorting the data collected and understanding “who you're going to target… (will) determine how we are going to reach your audience (Akers, n.d.). Selecting a media mix based on the target audience will ensure our customers receive our message where they are already looking. The communications plan, the message and our strategic operations plan will be support our brand positioning, our goals and our budget.

FitNitWit The introduction of interactive technology, the calorie countered, burn meter and the new social network will create a strong campaign for fitness, fresh food, and healthy lifestyle as results are shared among users. We believe the fitness stories, brain teasers, physical challenges and recipes will become a powerful personal interaction and viral marketing for this innovative new fitness wearable.

References Akers, H. (n.d.). The Steps in Developing an Integrated Marketing Communication Plan. Retrieved July

2016, from Chron.com: http://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.html

Faulkner, C. (2016, June 03). The best fitness trackers for 2016. Retrieved from Techrader.com: http://www.techradar.com/us/news/wearables/10-best-fitness-trackers-1277905

Stables, J. (2017, March 7). Best fitness trackers 2017: Fitbit, Garmin, Misfit, Withings and more. Retrieved from Wareable: https://www.wareable.com/fitness-trackers/the-best-fitness-tracker