ENERGIZING FITNESS
INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN
BY BRIDGET ZHANG
WHAT IS HAPPENING IN THE MARKET?
Although more Americans are reportedly exercising regularly, obesity rates continue to climb
Americans see value in exercising and an increasing interest in getting fit, despite a health crisis of obesity and diabetes in the country.
The number of obese Americans is at all time high with 30.4% of US adults age 20 and over being considered obese in 2015 and a 5% increase for women over the past decade.
Fitbit is losing market share to new emerging competitors
Increasing interest in exercising led to significant increases in sales in the wearable technologies industry.
However, Fitbit is losing its market share to other fitness tracker competitors including Garmin, Misfit as well as Smart watch brands like Apple. Fitness tracking app are also potential threats that takes away Fitbit’s market share
WHAT'S OUR OPPORTUNITIES?
Fitbit is losing market share to new emerging competitors
Working professionals perceive working out as a source of exhaustion that they do not have time for instead of a way to improve their work efficiency. Busy schedules and lack of motivations hold them back from getting fit and achieving ideal level of health. The current situation provides Fitbit an opportunity to change people’s perceptions about exercising as exhausting and positions Fitbit as the source of energy and motivation to people’s work-out and weight-loss goals.