FITBIT

FITBIT
 FITBIT : GLOBAL STRATEGY
Product Characteristics
The fit bit looks like A regular electronic wristwatch but is designed
to keep its users fit.
The main purpose of the fit bit product is to help counter obesity
by helping its users to lose weight.
It achieves its purpose by checking the intensity of a consumers
exercise/ workout during the day and notifying the user
accordingly.
It tracks various statistics in practical life :
Calories burned,
Distance traveled,
Stairs climbed
Activity at all times during the day.
It aids consumers to maintain a healthy and active lifestyle as well
as keeping them updated / connected to their friends/ loved ones
simultaneously.
Its design : waterproof , user-friendly, easy navigation
 FITBIT : GLOBAL STRATEGY
SEGMENTATION :-
Demographics
Age
Prospective Consumers aged from 18 to 50.
Gender
Both male as well as female
Income Level (Household Income Level)
Upper and upper middle class (SEC A /B)
Consumers earning at least $75000 annually
 FITBIT : GLOBAL STRATEGY
Target Market
The Target Market for Fitbit watch is Upper to upper middle
class consumers (heath aware) that are 35-45 years old
Positioning
Theme : Unity/Togetherness
Our positioning regarding the global strategy will focus on
highlighting the product attributes of FitBit our fitness watch.
For the global strategy the theme we have chosen revolves or
resonates on Unity and Integration of all our global consumers.
Tagline : FITBIT
A Fit for everyone
 FITBIT : GLOBAL STRATEGY
Billboard
Theme : Unity/ Togetherness
The Billboard we have made showcases this chosen theme by its emotive and
inclusive theme.
This shows how FitBit usage is not restricted to consumers in a specific area, race,
ethnicity, but is a valuable product for all prospective consumers all over the world( All
consumers who have both the need and the ability to purchase our product Namely
Fitbit) .
Through the billboard we further create awareness about the various different models
and product attributes of the product fitbit.
All of the variations are available worldwide any time and any place by the use of its
official website (Through an online ordering / worldwide shipping system )
The tagline will be displayed in English since it is a global language. This will make it
more communicative and clear to the global consumer that we are targeting.
Tagline
FITBIT
A Fit for everyone
 FITBIT: INTERNATIONAL
STRATEGY
SEGMENTATION :-
Demographics

Age
The age group would be specifically obese / overweight
consumers from the age of 18- 50
Income Level (Household Income Level)
Upper and upper/ middle class
SEC A : $150000
SEC B : $100000
(Consumers at least $ 80000 annually)
 FITBIT: INTERNATIONAL
STRATEGY
Geographic segmentation
Consumers limited to those residing within US national boundaries
They include users in both urban and suburban areas
Psychographic Segmentation
It focuses upon Obese consumers or foodies who because of their
love of eating food (with large portion sizes) are trying to lose excess
weight and become healthy individuals again but have difficulty keeping
track of their exercise (Steps taken etc.), overweight consumers
Others; who have hectic schedules and are looking for convenience/
speedy/ accurate (valid) results about their health / exercise without
them making a huge effort to do so.
The Fitbit watch is a perfect fit for Technology Savvy individuals (heath
conscious or overweight) who are comfortable using the watch for
multiple purposes
 FITBIT: INTERNATIONAL
STRATEGY
Health conscious people
Weight conscious people
People on special diets
Active people
Hospitals and clinics
Behavioral Segmentation
These consumers are more likely to be fond of technology, high
volume users of social media/internet/Apps than simply fitness
oriented.
The early adopters of Innovative/ tech related health products
Consumers who want to stay updated at all times (young people
with well paid jobs will use at optimum level)
 FITBIT: INTERNATIONAL
STRATEGY
Target Market
The target market lies in age bracket 25 to 45.
Positioning
Theme :
Fitness/ Countering the Obesity epidemic in the US showcasing
an innovative product through which weight/ health can be
maintained / monitored properly.
Displays clearly to the consumers that the FitBit cares about
their fitness and wellbeing..
Tagline
Partner with FitBit to fight Obesity
 FITBIT: INTERNATIONAL
Billboard
STRATEGY
Theme
Fitness/ Health consciousness Aiding overweight consumers to attain a healthy
lifestyle / lose weight ( As a result working against cardiovascular diseases and diabetes
in the long run)
The theme that this billboard depicts is the need prevent the spread of Obesity in the
US. FitBit identifies and caters to this need by promoting Fitness through monitoring its
consumers lifestyle patterns, amount of activity, heart rate , stress level it. .
According to this theme the target market is specific to people of USA. Its promoting the
concept of being fit and healthy Its encourages consumers to have healthy mindset and
to become health conscious and track their fitness through products like FitBit which will
actually help them achieve their ideal fitness level / Weight.
Consumers of FitBit would be proactive and well aware about their health so they can
easily get counter obesity and prevent it horrific long-term effects on these individual
consumers
Use of USA Flag stripes/ US national colors in the background ( To make it relate-able)
Use of Pak Flag : (COO)
Tagline
Partner with FitBit to fight Obesity
 FITBIT: INTERNATIONAL
PCI (Public, Country, Image) STRATEGY
ANTECENTS

Since US is a developed country, it will have a slightly bad perception of FitBit as its Country of
origin is Pakistan-It is associated with low quality, political instability and illegal child labour
practices (The Pakistani Flag is present on the lower right corner of the billboard) However a
positive perception of Fitbit is likely as US consumers appreciate a technologically advanced and
superior quality product.
Cosmopolitanism
US consumers are global consumers but they are also ethnocentric (Prefer products from
developed countries, countries with a similar cultural background as them)
Ethnocentrism (CET)
We as the marketers of FitBit have made it relatable to the US market by portraying that it is
there to Fight against Obesity that is so prevalent among adults and teens in the US. Therefore
FitBit actively caters to the needs of the US consumer. (The need to be heathy and fit )
Materialism
US consumers are moving towards more abstract and less materialistic goals, having reached an
upper threshold of MAT (Burroughs & Rindfleish, 2002). Therefore they will not purchase FitBit
due to its high-end branding / or exclusive image but due to its high quality, need satisfaction and
innovation.
Value consciousness:
The consumers targeted in US are less price sensitive, and therefore are less affected by the
slightly higher premium pricing of the FitBit watch.
 FITBIT LOCAL STRATEGY
SEGMENTATION :-
Demographics
Age
Prospective consumers from 18 to 50
Gender
Both male as well as female
Marital Status
Married/ committed individuals
Income Level (Household Income Level)
Upper/ Upper Middle Class
Households with at least RS150,000 disposable monthly income
 FITBIT LOCAL STRATEGY
Psychographic Segmentation
The local strategy for Fitbit will be according to lifestyle of
couples such as husband and wife or girlfriend and boyfriend.
Mostly couples who have no time for fitness but are concerned
about the health of their partner.
Those couples who find fulfillment in their career and are
family oriented as well as outgoing and adventurous.
Gain more confidence and love in each other with smart
appearance and healthy lifestyle.
 FITBIT LOCAL STRATEGY
Target Market
Fitbit will target upper class married couples that are from 20-35
to around 36-50 for older segments.
Positioning
Theme :
Love
The positioning will focus on the importance of living a healthy life
with your significant other. The theme we have chosen for the
local strategy is empowering love with fitness.
Tagline
Love your Fit
 FITBIT LOCAL STRATEGY
ANTECENTS
Materialism
The consumers in developing countries including Pakistan have a low MAT threshold;
they attach huge importance to possessions. Therefore FitBit has been positioned on the
theme of Love which is related to overall happiness and success.
As FitBit is marketed as a high-end premium product, only the Have(s) can use it. This
adds exclusivity, and acts as a symbol of success that the Upper Pakistani consumers want
to publically flaunt.
Ethnocentrism
Pakistanis are not ethnocentric in their consumer patterns. (Most of them do not prefer local
goods)
Upper class Pakistani consumers like those in similar developing countries prefer foreign
brands over their local brands (They perceive them as higher quality, portraying high
status). However the upper/upper middle class will be drawn to buy FitBit as it is a
premium high end innovative / technologically advanced product. (Even though it is local).
The use of the global language English, celebrity endorsement and the universal theme of
love will also aid marketers (us) in attracting Fitbitprospective consumers within Pakistan.
Value-consciousness
The segment targeted within Pakistan is the Upper class whose ability to buy FitBit
product will not be effected by it charging a premium (Or using the value based price for
FitBit)
 FITBIT LOCAL STRATEGY
Billboard
Theme
Love
Pakistan is a high context culture so there will be more emotion and
feelings involved instead of defining the attributes of the product.
Significant other wants them to be healthy but they don't have time.
Those couples who find fulfillment in their career and are family oriented.
Gain more confidence and love in each other with smart appearance.
The use of celebrity endorsement adds weigh/ exclusivity and credibility
to the product FitBit
Love theme shown through a celebrity couple
Husband wearing the FItBit
Red background
Tagline
Love your Fit