1. FitBit Charge 2
By Group 2

2. SWOT
Strengths:
- First-mover advantage
- 83% Market share in Fitness trackers
Weaknesses:
- Low market share in the smartwatch market
- Not linked with another device, such as apple watch with iPhone or Samsung
gear with Samsung phones

3. SWOT
Opportunities:
- Can break into new markets globally
- Can create partnerships with health and wellness companies
Threats:
- Competition from similar products

4. RESEARCH
Fitness Trackers
35 - 54 years old → 36%
Average Income > $100,000 → 41%
Women → 54%
Smartwatches
69% ← 18 - 34 years old
48% ← Average Income < $48,000
71% ← Men
$$$ $
83% - Fitbit 52% - Apple

7. Target
Jared:
- 25 years old
- Matches all Smart watch owner specifications
- Values quality products
- Identifies with the statement “I am brave, daring,
adventurous and courageous.”
- Index: 139 Vertical: 21.9% Horizontal: 10.2%

8. Research Plan and Insight
FitBit should focus on selling to 25-29 year
olds, who value quality products and are
willing to pay more for them; they identify with
the statement that they are “Brave,
Courageous, Daring, Adventurous”

9. Campaign
“Track YOUR Adventure”

10. Creative

12. Creative- Guerrilla

13. Creative - Digital

14. Any Questions?

15. Track Your Adventure