Product Research Project Surge TM Marketing 1030 Professor Ahmad Kareh Group 4: Shelise Davis, Trevor Ockey, Martina Vidovic

The Product What can it do for you? Tracks. . . . Progress Data. . . . Steps Taken Heart Rate Distance Traveled Calories Burned Floors Climbed Heart Rate Zones Sleep Patterns GPS 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 The FitBit Surge was developed by FitBit as the ultimate fitness tracker and watch. The release was announced in October 2014 and its target audience consisted of the (obviously) fitness demographic, mostly to those who love running, cycling, or strength training. But regardless of what you’re doing, the FitBit tracks steps taken, your heart rate, distance traveled, calories burned, floors climbed, and simplified heart rate zones. It also saves your information from prior workouts, so you can actually track progress or what you specifically need to change that’s worked before or hasn’t. You can also turn on custom “Exercise Modes” for activities like walking and hiking, where GPS tracking is automatically activated. These saved exercises can be accessed through your mobile devices as well; FitBit is currently compatible with select iOS, Android, and Windows phones. The Surge is also water resistant (to a degree). It can handle the “sweatiest workouts” and is rain and splash proof, but FitBit recommends you take it off prior to showering or entering a pool. Another neat benefit is that it can track your Zzz’s when you wear it to bed! There’s a motion sensor built into the Surge that analyzes whether or not you’re asleep, and can even tell when you’re attempting to sleep, but are restless. It uses this data over time to create summaries of when you sleep the best, or around what time you finally fall asleep, etc. so it can provide you with how to sleep more efficiently in the future!

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! The FitBit Surge is for anyone who either wants to get into the process of living a more healthy lifestyle or is already living one and wishes to be more aware of his/her progress. From the superior Olympic athlete to the working stay-at-home moms or dads, this device not only provides you with the function of having a watch, but its stylish and tech-savvy face puts an entirely new perspective on an active lifestyle.

Pricing Pricing. . . . Retails at $249.99 (Top of the Line) Competitors. . . . Apple Watch $355 Garmin Vivofit $250 Swarovsky Shine $250 Sony SmartWatch $169 $249.99 is the retail value of the FitBit Surge. This is the top of the line for Fitbit and comparative to the Apple Watch that starts at 355$ (and can reach into the thousands). Other products include Garmin Vivoaction at $250, the Swarovski Shine at $249, and the Sony Smartwatch at $169.

...and anywhere that sells running and workout attire and equipment! Placing ...and anywhere that sells running and workout attire and equipment! This product can be purchased at Best Buy, Brookstone, Walmart, Target and anywhere that sells running and workout 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 Fitbit Surge promotion includes coupons, commercials, reality TV shows using them on for advertisements, and lots of mentions on various business and health magazines and sites, as well as celeb spottings wearing them! There’s a photo of actor Ryan Reynolds taking his dog out for a walk wearing his FitBit Flex. Joel McHale, the host of the comedy news show “The Soup”, partnered with FitBit on a project called FitForFood, where FitBit urged its owners to burn 1 BILLION active calories combined and once reached, FitBit made a donation to Feeding America, resulting in 1.5 million meals for people in need. Feel free to watch the commercial Business Insider calls inspiring here! http://www.businessinsider.com/fitbit-health-band-workout-ad-2014- 11#ixzz3ehtiKRKE

Direct Competition Product: Withings Price: $105 Why Competition…? Unlike the Fitbit bands, the Withings O2 and other similar devices let you swap out the band for something more skin-friendly. Can check blood oxygen levels, which is not common in heart rate monitors Bluetooth tracking monitor as well as a USB connection. Can detach it from your wrist and wear it as a clip. Product: Garmin Vivofit Fitness Band Price: $89 Why Competition…? In car GPS device The most notable feature here is their “move bar,” a bar that shows up after you have been inactive for an hour. Waterproof Huge range of band colors With a heart rate chest strap, you can receive a much more accurate calorie burn with your workout than the fitbit

Indirect Competition Pebble Watch Price: $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 Since Apple, Motorola and Samsung are coming out with smart watches that can comparatively do all the thing fitbit does, Fitbit has come up with a few ideas on how to stand out from the rest of the competition.

Recommendations Casual or Business Casual Flashy or Dressed Up Trackable Workout Programs We believe Fitbit is making great headway into standing out against the competition, but there are a few suggestions we have for them to move even further. Even though their bands are made specifically for fitness and working out, they could make more casual or even business casual looks like the Pebble watches, or something a tad more flashy for those who still want to dress up to much higher notches by incorporating something that makes it compete against the flashy Swarovsky Shine. They could also have workout programs installed into the watch to make sure you are following a steady regimen to accomplish your goals, such as the MyFitnessPal app.