FINAL PROJECT ASSIGNMENT

BRAND AUDIT- FITBIT

Submitted by: Group 7

Riya Gupta: 2020H1490847P
Kaushal Gopani: 2020H1490822P
Sairaj Ghadge: 2020H1490823P
 Executive Summary

The Fitbit Brand Audit is designed to help you better understand the Fitbit Company and its current
role in the fitness wearables industry. Fitbit is a company that caters to a particular type of
customer. This audit will clarify the brand's purpose and how the products are designed to cater to
a wide range of personalities and needs.

The audit is about to start by outlining the company's past and current market position in the fitness
wearables market. Fitbit's target demographics, personal characteristics, and outstanding product
features are also investigated in the audit.

Fitbit is a wearable device manufacturer. As the market leader, the brand's desired pledge and
delivered service are illustrated in a brief review. Fitbit's brand personality is examined in all
aspects of the business, from brand growth to product development to customer support and
satisfaction.

We continue our investigation into how Fitbit's marketing and communication strategy strategies
have helped the company retain its strong brand presence and credibility in the face of competitors'
attempts to capture market share. These advertisements were created to raise awareness of the
flexibility and customization options available on the new Fitbit devices. To stay ahead of the
competition, Fitbit aims to add new products to its product line. This gives you more opportunities
to promote the product's dependability, reliability, and ability to blend into the consumer's lifestyle.

Finally, we examine the Fitbit business in a SWOT review to assess the company's strengths,
weaknesses, opportunities, and future threats
With this material, I've provided my observations and suggestions to reflect the Fitbit brand audit,
which was created to help us understand their current marketplace, potential prospects, and areas
to develop in the years ahead.
 BRAND INVENTORY

Company's History:

In 2007, Fitbit was invented by James Park and Eric N. Friedman. This breakthrough aimed to
produce a product that could now introduce technical advancements through various services in
fitness activity's experience. Fitbit was created to make a device that would encourage and inspire
people to make positive changes in their lives. Fitbit was built on the motive that- "fitness is not
just about the gym time, it's all the time" (Fitbit, 2016). With their combined knowledge and
expertise in creative creations, Park and Friedman decided that Fitbit would be developed and
become the industry's preferred wearable fitness wristband. Fitbit's headquarters is in San
Francisco, California, and the company employs over 1,000 people worldwide.
Fitbit aims to help consumers achieve their physical activity goals by offering a range of tailored
items to the individual's style, goals, and daily preferences. Fitbit promises to remain the preferred
company in fitness technology services by providing well-designed products, excellent customer
support, integrative services, and creative plans for each customer by providing a quality product
that is flexible enough to meet a customer's needs.
When Fitbit created the first automatic, wireless syncing, and algorithmic compatible system, it
proudly paved the way for future revolutionary technologies. Fitbit has faced new rivals in the
market over the years but has consistently outperformed them with sleek wristband designs, longer
battery life, GPS, heart rate features, and the lightest weighted devices. With continuous
innovation, Fitbit stands as a significant leader in the industry. Fitbit sold around 10.6 million units
in 2020.

Fitbit Portfolio:

Fitbit has divided its services into three separate categories; Products, Experiences, and Fun. The
'Products' category includes the actual devices and services offered by Fitbit. The 'Experience'
category includes integrated services with Fitbit to offer health and social systems that are active
and accessible to all Fitbit products. Lastly, The 'Fun’' section of Fitbit's services encourages
continued support and consumer engagement by providing inclusive online content.

Products-

• Trackers: Fitbit Ace, Fitbit Inspire, Fitbit Inspire HR, Fitbit Inspire 2, Fitbit Charge 3,
Fitbit Charge 4

• Smartwatches: Fitbit Ionic, Fitbit Versa, Fitbit Versa 2, Fitbit Versa 3, Fitbit Sense

• Smart scales: Fitbit Aria

 • Wireless headphones: Fitbit Flyer

• Clip-on trackers: Fit, Fitbit Ultra, Fitbit One, Fitbit Zip

Discounted Products-

• Wristband trackers: Fitbit Flex, Fitbit Flex 2, Fitbit Force, Fitbit Charge, Fitbit Charge
HR, Fitbit Charge 2, Fitbit Alta

• Smartwatches: Fitbit Surge, Fitbit Blaze

Experience-( Various Apps)

Fun-

Blog- The Fitbit blog is another way of online consumer engagement. The Fitbit blog has various
resources to help users claim to be active, eat healthily, get promoted, and stay informed about
Fitbit news.

Fit Science - This feature of Fitbit is designed to engage consumers by sharing statistical
information about health and wellness.
FitforGood‐ This part of Fitbit is designed to raise awareness among many health organizations in
the United States. This year, the American Heart Association, the Multiple Scoliosis Association,
and the American Diabetes Association were the only three selected to participate in the challenge.

Fitbit Local‐ It is another form of consumer engagement movement, which calls for Fitbit users to
collect and connect in the name of using Fitbit products.

Buzz ‐ Fitbit Buzz is another way Fitbit has chosen to share relevant information with users and
potential customers. You will find the latest Fitbit details on this page, including media releases
and reviews, Fitbit Brand Agents, awards and honours, celebrity views, and Instagram feeds on all
related Fitbit.

Fitbit Celebrity Challenges- The Fitbit Celebrity Challenge took place last March 2015 and ran for
five days. The purpose of the Celebrity Challenge was to raise awareness of the American Heart
Association.

Brand personality framework:

Brand Elements:

Brand Name: Fitbit

Logo:

Slogans:

Jingles: "Private Idaho" by The B-52s Band – During "Know Your Body Better" 2019

Ambassador:
Signage (Collection):

Brand Communication Strategy:

Marketing Campaigns:

'Get fit in style' - The 'Get fit in Style' campaign is tailored to the Fitbit Blaze's versatility to fit
the consumer's day-to-day activities. The Fitbit Blaze, according to its marketing, isn't just for
monitoring fitness. Instead, the Fitbit Blaze has the opportunity to adapt its appearance to fit your
everyday needs. If you need the watch to be worn casually in the workplace or dressed up for an
evening out with friends, the Fitbit Blaze is interchangeable with any form of occasion.

Advertisement' Sweat and Swagger' - Based on customer feedback, Consumers should

customize their Fitbit experience and interchange their wearable with different accessories based
on their personal preferences, according to the study.
The 'Get Fit in Style' campaign for the Fitbit Blaze is supported by the digital advertising 'Sweat
and Swagger.' The commercial is intended to promote the Fitbit Blaze, Fitbit's newest iteration,
and the product's flexible features, which make it the best "Smart Fitness Watch".

Programs:

Corporate Wellness Program: Wellness in the workplace The initiative encourages businesses
to enter the Fitbit movement and invest in their employees' well-being.
This initiative aims to "create a culture of well-being, increase employee productivity, enhance
employee health status, and foster a sense of community."
The Corporate Wellness Program offers various outlets to meet a company's specific needs.
Fitbit provides many products to achieve the company's health goals, including the Starter, Choose,
and Partnered packages. "Power, you program with products people, love," as the Corporate
Wellness program promotes.

Online Presence:

Twitter: Fitbit India has been active on Twitter since 2015 and has 20,374 followers. Fitbit
regularly publishes on Twitter, with an average of one tweet a day, and shares content that aims to
inspire, empower, and help followers who want to live an active lifestyle.
Facebook:

Fitbit for Facebook is similar to Twitter in that it is used to share content.

The aim is to share knowledge which will help the person get one step closer to their objectives.

Instagram:

Fitbit is also on Instagram with nearly 1685 posts and 705,403 followers. It is perhaps the most
popular social media platform among users.
Fitbit promotes pictorial images on Instagram to reflect the different active lifestyles of Fitbit
users. On the front page of Fitbit's Instagram site, one of the many taglines they promote is
"Your stress, your activity, your sleep, your nutrition—it all fits together" (Instagram 2021
 SWOT Analysis:

The SWOT analysis is another crucial strategic analysis tool that helps to evaluate the company's
internal and external market conditions. The SWOT analysis of Fitbit is shown as follows-

Competitor Analysis:

1. Xiaomi

• Xiaomi Mi Bands
Xiaomi Mi Bands were created to encourage customers to believe that "something
fantastic would happen" (Xiaomi website, 2016). Their brand promise is to make cost-
effective technology accessible to all and provide the 'Mi' experience, which stands for
'Mobile Internet' technologies combined with a 'Mission Impossible' mentality.

• Xiaomi Products: - Mi Smart Band 6, Mi Smart Band 5, Mi Smart Band 4, Redmi Smart
Band, Mi Watch Revolve Strap, Mi Smart Band 3i
 • Points of Parity
o One-year Warranty
o 30 Days Back Guaranty
o Multiple Colour bands available
o Ability to sync with the phone
• Points of Difference
o Sleep breathing quality monitoring feature
o Magnetic-pin charging solution
o 30-Days Battery Life
o Meagre prices $14.99 per band
o Military-grade sensor technology featuring aluminium alloy sensor and
hypoallergenic wristband
o Most popular in international cultures and international markets

• Market Comparison

During Q3 of 2020, the market share of Xiaomi stood at 24.5% (Acc. To International
Data Corporation) in Global Wearable Device Industry. Fitbit's market share saw a
massive drop to 2.6% after incurring a loss on a YOY basis.

• Communication Campaign

o Surprisingly, no particular strategy to promote Mi Band products has been created.

Since this competitor is so powerful in Asian markets, the campaigns in western
culture tend to be less successful.
o Because of a patent agreement with Microsoft, the products can be well marketed
and sold in other Western markets. (Palladino, 2016).

2. Apple

• Apple Watch

Apple promotes their product as being whatever you want it to be. The Apple Watch is a
smartwatch with customizable features that promise to deliver a representative of its you.
This pledge is shown in their tagline, in which the product is designed to be 'You. At a
glance.' (Apple website, 2016).

• Apple Products- Apple Smart Watch, Apple Watch, Sport, Apple Watch, Hermes, Apple
Watch, Edition, Apple Watch Accessories, Apple Watch Bands, Bluetooth earphones,
Bluetooth charging port
• Points of Parity
o Multiple band colours available
o Ability to sync with mobile and provide constant updates
o Partner with Hermes Fashion line similar to Fitbit's Tory Burch Line
o Partner with other fitness apps for customizing experience
• Points of Difference
o Ability to use other features in addition to fitness features
o Apple Brand name
o Premium models available
o Customized screen during a workout session
o Ability to receive previous workout reports and analysis
o Internal sensors to keep active
o Health initiative programs collaborative with health supervisors and experts

• Market Comparison

During Q3 of 2020, the market share of Apple watches stood at 21.6% (Acc. To
International Data Corporation) in Global Wearable Device Industry, while Fitbit's market
share saw a massive drop to 2.6% after incurring a loss on a YOY basis.

• Communication Campaign

o Some of the commercials that Apple has shown for their Apple Watch are "Move,"
"Skate," "Travel," "Play," "Style," "Kiss," and "Dance." Each commercial is
designed to reach a particular audience that matches the desired theme while also
incorporating appealing, excellent music soundtracks. (Sawers, 2015)
o Additional advertisements were also done for Apple watches. Chloe Sevigny, the
actress, appeared in an Apple ad in which she changed clothes to match various
watch bands.
o Apple's Chief Design Jonathan I've said, "Both companies are motivated by a
sincere pursuit of excellence and the desire to create something that is not
compromised." (Drain, 2015)
o Apple promotes the Apple Watch as a practical, integrative, and fashionable
wearable device that can meet a wide range of needs.
 BRAND EXPLORATORY

Company's Positioning:

Fitbit is positioned as a premium fitness tracker brand that offers modern, fashionable and high-
quality products and services to the customers as compared to its competitors. It is not just a fitness
tracker but also a trendy and stylish wearable that can be worn daily with any outfit. Fitbit's mission
statement "helps people live healthier, more active lives by empowering them with data,
inspiration and guidance to achieve their goals." Although Fitbit is known as a consumer brand,
the actual power of its product and technology is to create a digital health platform that improves
people's health. "Digital health refers to the inception of powerful integrated technologies to help
people live healthier lives, increase access to our health care system and reduce health care costs.
These technologies include what Fitbit is already working upon, robust sensors that continue to
monitor practical biometrics, access to health information in the cloud where statistics enable
understanding and guidance and training to help consumers make significant changes in their way
of life and lifestyle. As a neutral player that works with any smartphone, Fitbit's position makes it
desirable to insurance companies, hospitals, and firms. Through its product and its affordable
pricing, Fitbit impresses the right customer.

Brand Image:
Brand Associations:

• Core Associations for Fitbit include innovative technology, high quality, and stylish
products to achieve fitness goals, self-empowerment and challenging and globally
responsible.
• Fitbit is associating its brand with celebrities with a similar personality as the brand; they
are achievers, winners, determinant, and accomplishment oriented and non-traditional.

• In a great move to reinvent itself and the entire healthcare industry, Fitbit purchased Twine
Health and partnered with Google Cloud.
• Instead of buying advertisement impressions, Fitbit held a competition supporting three
charities at national level: The American Diabetes Association, The American Heart
Association and National Multiple Sclerosis Society.
• Fitbit recently partnered with Blue Cross Blue Shield (BCBS) Association to give its Blue365
program members access to its wearable fitness trackers.
• Fitbit started its Fitbit Care Program to engage its consumers.

• Its unique way of advertisements helps the brand send a message of importance of fitness and
how it helps achieve fitness goals.
• Lastly, its brand name and logo helps to define its positioning and aim in the industry.

CBBE Model:

Segmentation:

Demographic Segmentation:

Women and men of ages between 25 and 44 with upper-middle-income levels, college degrees,
and management/professional jobs levels are the demographics of the campaign's target audience.
These women and men are currently in the family life cycle stages where they are young and
single, newly married, or starting a family.
Age: 18-44
Gender: Both Female and Male
Life-cycle stages: Bachelor, newly married, adults, old age people
Occupation: Students, Business professionals, employees

Psychographic Segmentation:

Up-and-Corners and Upward Bound are the two Nielsen PRIZM segments targeted by the brand.
Travel, the latest technology, sporting lifestyles, and late-night entertainment are all things that
appeal to Up-and-Corners. Yoga, technology, online shopping, and international travel are
common interests among those in the Upward Bound category. Both of these segments are
appropriate for the VALS Experiencer method of evaluation. Experienced people are up on the
latest trends, want all trendsetters, friendly, and enjoy physical activity.

Social Class: Middle and Upper class

Lifestyle factors: Aspirer and Explorer

Geographic Segmentation:

Geographically, the brand aims to reach people worldwide, but especially those who live in second
cities and the suburbs and metropolitan areas of larger cities.

Regions: 100+ countries and regions globally

Density: Suburban and metropolitan areas

Behavioural Segmentation:
Fitbit is aimed at people who want a balanced lifestyle that is still trendy and fashionable. Fitbit
will directly target those who are tired of the clunky, dull design of most fitness-related wearables.
Since they have not yet been introduced to a fitness-tracking wearable that meets their trend and
fashion expectations, the potential users listed are not yet users. Regular users will be targeted
since the addition of a trendy and stylish product can pique the interest of those who are already
loyal to FitBit. Those who are dedicated to competitors may become switchers and turn to FitBit.

Loyalty: Hard and core loyal

Benefits: Cost attractiveness, differentiated fitness product
Personality: Ambitious, health-conscious
User-status: non-user, potential user and first user
Brand Awareness:

According to the poll, more than three-quarters of people (77%) are familiar with the Fitbit brand,
while 73 percent are familiar with the Apple Watch. Samsung's Galaxy Gear is only known by
about half of the population (48 percent). Amazfit Bip (16%), Snapchat Spectacles (12%), and the
Garmin Forerunner (12%) are all known by slightly more than 27% of the population each (12
percent ).

Fitbit achieves brand recognition by being straightforward and inexpensive, while Apple Watch
dominates sales thanks to narrative-driven ads and a wide range of features.
Fitbit is a less expensive alternative to the Apple Watch that is still open to all who want to track
their health. Fitbit became more well-known because it pioneered the health monitoring movement
and is still less expensive than an Apple Watch.The below are the top well-known wearables
among the consumers based on their brand presence according to a recent survey:
 Insights and Recommendations

• Despite the constant entry of competing products into the wearable market, Fitbit has
remained the industry leader after researching the fitness wearable industry. Fitbit was the
first to pioneer in the fitness watch market, and as a result, it has produced devices that
cater to a wide range of customer personas. Fitbit's most valuable commodity is its wide
range of low-cost, high-quality goods.
• Fitbit has been able to stay at the forefront of the fitness tracker market by continually
launching new models each year to keep up with technological advancements. Fitbit's
devices are not only technologically appealing, but they also allow customers to choose
from a variety of customized features and fitness band styles to meet their specific needs.
• The many strong rivals trail Fitbit. With Apple Watch's intelligent features and ability to
do almost all a mobile phone can do, as well as Xiaomi's ridiculously inexpensive Mi Band.
Fitbit needs to strike a balance and produce products that are just as integrated as its rivals
while staying practical and affordable for its customers.
• Fitbit should also continue to invest in technological advancement to improve the brand
value and cope with market volatility. It has been determined that new firms can develop
advanced technologies that will affect the company's market image and reputation. To
maintain a good brand profile, the company should perform market research regularly and
incorporate new technology into its goods and services. Furthermore, in this era of rapid
globalization, technological innovation would assist the business in effectively competing
with numerous other firms in the industry.
• The brand should develop partnerships with various healthcare providers to conduct market
research and determine the data that needs to be tracked for health purposes.
• To consumer a broader target market and increase market share, the company must
diversify its product range by adding wireless earphones, smartphones, and other products.
The introduction of new devices such as Fitbit earphones would continue to attract music
fans and Spotify users, further improving the company's brand image. To enhance the
customer service experience, the organization must also take steps to distinguish its
products from those of its rivals.