Marketing 1030Professor Ahmad Kareh

Group 4: Shelise Davis, Trevor Ockey, Martina Vidovic

TM Surge

The Product

● Progress Data. . . .○ Workouts synced & saved

to FitBit so it can track progress

○ Up to 7 exercises can be added to device

○ Info transferred to other devices (iOS, Android, Windows) to help keep track everywhere

● Other Benefits. . . .○ Water Resistant○ Available in variety of

sizes○ Wristbands made of

durable elastomer & no adhesives come in contact with skin

○ Silent Alarms - vibrations to help alert or wake you up

● Tracks. . . .o Steps Takeno Heart Rateo Distance Traveledo Calories Burnedo Floors Climbedo Heart Rate Zoneso Sleep Patternso GPS

What can it do for you?

The Target Market● Those who are living a currently healthy lifestyle and wish to keep more specific track of their

activities.

● Those who wish to activate the fit side of themselves by adding motivators, such as the FitBit Surge!

● Those who are having slow progress with keeping weight off, or losing weight, and need not only a

motivator, but something to place into clear statistics what they’re doing correctly and incorrectly.

● Target audience is very wide, the FitBit Surge appeals to all audiences (mostly adult, though) as it

promotes more activity, which is always a plus!

PricingPricing. . . .● Retails at $249.99 (Top of the Line)

● Competitors. . . . o Apple Watch $355o Garmin Vivofit $250o Swarovsky Shine $250o Sony SmartWatch $169

Placing

...and anywhere that sells running and workout attire and equipment!

Promotion● Online Coupons (Promo Codes)

○ FitBitCoupon.net

○ Features on Coupons.com

○ SavingStory.com

● Television Commercials

○ Calls the new Surge the “Fitness Super Watch”

○ Business Insider states it’s heading into “Nike territory” with its inspiring ads

○ Lots of work placed into commercial; music features lead singer of The Donnas and directed by Daniel and Katina Mercadante, filmmakers that also worked on ads for Apple, Facebook, and Volkswagen.

● Celebrity Sponsorship & Sightings

○ One of the most effective ways of promoting your product is simply having paparazzi take photos of celebrities doing every day tasks (so they’re relatable to their target audience) but still wearing or somehow advertising the product (so it tells you that if you also wear the FitBit Flex, you will be like Ryan Reynolds).

Comedian, TV Show host of “The Soup”, and

actor Joel McHale partnered with FitBit for

FitForFood

Direct CompetitionProduct: WithingsPrice: $105Why Competition…? o Unlike the Fitbit bands, the

Withings O2 and other similar devices let you swap out the band for something more skin-friendly.

o Can check blood oxygen levels, which is not common in heart rate monitors

o Bluetooth tracking monitor as well as a USB connection.

o Can detach it from your wrist and wear it as a clip.

Product: Garmin Vivofit Fitness Band

Price: $89

Why Competition…?o In car GPS device

o The most notable feature here is their “move bar,” a bar that shows up after you have been inactive for an hour.

o Waterproof

o Huge range of band colors

o With a heart rate chest strap, you can receive a much more accurate calorie burn with your workout than the fitbit

Indirect CompetitionPebble WatchPrice: $249

Why Indirect?

• Compatible with Androids and iPhones

• Comes in leather or stainless steel

• Feels like a regular watch

• Has a respectable stable of fitness partners, including

• Jawbone, ESPN, Misfit, and Swim.com

• Looks, feels, and operates like a smart watch

• Tracks steps and sleep patterns

And the Forecast is...

• The Surge is available for $249, this includes smartwatch features that allow users to monitor calls and texts.

-Multisport tracking-GPS tracking -Notifications-Music Support-Battery life up to 10 days!• The Charge which is currently available for $129, includes… -an all-day activity tracker-OLED display and watch-Caller ID-Sleep tracker and alarm

Recommendations ● Casual or Business Casual● Flashy or Dressed Up● Trackable Workout Programs