Product Overview Fitbit was founded by James Park and Eric Friedman in 2007 since then Fitbit has grown into one of the most popular wireless activity trackers. Fitbit’s mission is to inspire people to live a healthier and more active lifestyle. Fitbit Flex is “a wristband that makes fitness fashionable.” Fitbit uses wireless technology to track all-day activity such as, how many steps you have taken, the distance you have traveled, how many calories you have burned, how many minutes you were active, and a sleep monitor to tell you how long and well you slept. Fitbit Flex comes with two band sizes, small and large made from a flexible material that provides all day comfort; the bands are interchangeable and come in different colors. Fitbit currently has six different types of wireless activity trackers you can buy, along with a “wi-fi smart” scale for continuous tracking of your weight loss. Consumers can track their activity through an app that is downloadable on any smart phone to keep track of how many steps are being taken, calories in and out, and tracking what foods they consume. As well as tracking on your smart phone you can also track your activity through a dashboard online to see what your latest statistics for the day are. Industry/Business Fitbit is currently sold in over 50 countries and is being sold in over 45,000 retail outlets. “Fitbit can be synced with over 150 mobile devices and currently boasts the largest community of connected health and fitness device users.” (http://seekingalpha.com/article/3234736-an-in-depth-analysis-of-the-fitbit-ipo) Fitbit falls under a two different types of industries wearable technology, consumer electronics, with a future in the medical industry. The wearable technology is now growing five times faster than smartphone. The industry is expected to keep growing reaching 33.7 billion dollars of revenue opportunity by 2018. With the use of technology and living an active lifestyle Fitbit is staying on track with the most popular trends today. Fitbit reports that 25% of United States consumers use their fitness application on their smartphones. Fitbits plans for the future include bargaining in on a much bigger industry, medical health and fitness. Their plan is to provide dietary supplements, and expand in weight management services. Fibit plans to stay innovative with new products, services, and features to try and dominate the wellness market.

Revenue/Market Share As of March 31, 2015 Fitbit has sold over 20.8 million devices and held 68% of the United States market. Fitbit Inc. annual sales are 754,000,000 dollars. Fitbit is expecting sales revenues for the end of 2015 to range from $1.6 billion to $1.7 billion. “Fitbit's 2Q15 results reads as a list of successes: triple-digit year-over-year worldwide volume growth; double-digit year-over-year worldwide revenue and profit growth; expanded partnerships with corporate wellness groups, fashion, and food companies; and increased visibility in the media. Fitbit resonates with customers because it has remained true to its simple value proposition of tracking fitness to encourage healthier lifestyles rather than promising the multi-purpose functionality that most smart watches have sought.” (IDC Worldwide Quarterly Wearable Device Tracker, August 27, 2015) http://www.idc.com/getdoc.jsp?containerId=prUS25872215 http://www.idc.com/getdoc.jsp?containerId=prUS25872215 · http://seekingalpha.com/article/3234736-an-in-depth-analysis-of-the-fitbit-ipo SWOT Analysis · http://www.forbes.com/sites/patrickmoorhead/2013/11/19/nike-fitbit-or-jawbone-who-is-best-positioned-to-win-in-fitness-wearables/ Current Advertising & Communications Campaign From the start of Fitbit not much advertisement was needed. However, recently advertising has grown for Fitbit as it has become more popular. Fitbit advertises through a mixed media platform with the popular slogan of “Find Your Fit.” Tory Burch currently promotes Fitbit; through Tory Burch you can purchase a Fitbit Flex as well as fashionable covers for your device. Tory Burch is presently the only designer who creates flex bands for the Fitbit Flex. Fitbit ran a campaign in support of the American Heart Association. Fitbit donated ten dollars of every red flex band sold and two of every red flex band accessories sold, raising a total of $50,000. Current Media and Spending According to Redbooks, the total annual ad spend for Fitbit is $71,900,000. Various advertising media expenses for 2015 are as follows: o Network Television: exceeding $15,000,000 o Cable Television: $9,000,000 o U.S. Online Video: $1,000,000 o Magazines: $3,500,000 o U.S. Internet Display: $901,000 o Business to Business Magazines: $120,570 o Network Radio: $52,800 o Spot Television: $10,000
*redbooks

· MOAT for appendix. Competitive Analysis Potential Target Market Fitbit is currently targeting college students both male and female, young adults between the ages of 25-38, baby boomers, millennials, people who live an active lifestyle and people who are trying to live a healthier lifestyle. This brand also targets anyone with a smartphone who is comfortable with using technology, someone who wants to work out more regularly, and adults in the workplace as well as those who are interested in staying healthy and are fitness conscious. Fitbit is currently sold at BestBuy, Target, the Fitbit website, Amazon, Tory Burch, Walmart, and any sporting goods store (Fitbit, 2015). FitBit partnered with Tory Burch to reach the part of their market that is focused on fitness but concerned about the look of wearing a fitness band at all times. Different demographics consist of people who are fitness oriented but need motivation, people who are already athletic and want to keep track of their workouts and people who are overweight. Psychographics include people who go to the gym daily, people who value an active lifestyle, competitive people who need validation through achievement regarding their workouts, people who are trying to lose weight, and people who need motivation to start working out. Geographically, FitBit should target potential consumers that live in those areas of the country most focused on health and fitness. These areas include (but are not limited to) the Pacific Northwest, mountainous areas like Colorado, the Northeast, and the West Coast. These places are ranked as some of the healthiest cities and areas in the United States, and have health and fitness programs, parks and trails funded by their governments (Haiken, 2011). Behavioristics are those potential customers who will purchase the product and use it daily as a motivational and recording tool for exercise. These customers will purchase the brand again when upgrades and new products become available.