Testing Results

FitBit Flex

SALES

Situation Analysis

THE COMPANY: FITBIT INC.Dedicated to health and fitness and it is building products that help transform peoples livesMission = empower and inspire people to live a healthier, more active life with their products and experiences that help people achieve their health and fitness goals.

FITBIT FLEXA fitness product that records steps, distance and calories burnedTracks your sleep quality and wakes you silently in the morningWater resistant and reminds you to keep movingMake exercise funPlays well with other apps

FEATURES INTO BENEFITS AND NEEDS

COMPETITORS ANALYSIS

MARKET SEGMENTATION Geographic SegmentationGermanDemographic SegmentationGender:male;femaleAge:18-65Behavioral Segmentationknowledge of sportPsychographic SegmentationPhysically active peoplePeople want to manage weight and adopt a healthier lifestyle

TARGET GROUP

AthletesStudentsProfessionalsObese peopleHomemakersTarget

Official web page: Magazine, Video, Celebrity sightings, Fans show, Reputation YoutubeInstagramPinterest TwitterSponsoring eventsParticipation in fairsSales CouponsPersonal sellingPROMOTION

SEasy to usePromote exerciseTracks steps, distance, calories burned, and active minutesBroad choice for customization, multiple coloursLong battery lifeSilent wake alarm

wNo track of heart rateNo display screenNo track of specific run Not useful for athlete or people who train regularly

OInternational expansionCobranding (appel, Samsung)Big data analytics investmentPosition as leader in wellness

T1.Highly competitive marketLow entry barriersTechnological advancement>smart bandswearable device will be more popular in the future.

Distribution Channels and Sales Force Structure

DIRECT CHANNELS

INDIRECT CHANNELS

DIFFERENT SALES CHANNELS OF RETAILERSSpecialty fitness stores

Technology stores like

Cell phone companies like

Affiliates resellersANZ@fitbit.com

*These images belong to products own websites*Retailers differs according to countries. *We have seen important and the largest here*And Retailers have differs of services offered to customers

SUPPLY CHAIN SOLUTIONS COMPANIESFlextronicsBrightpoint

SALES FORCE STRUCTURE

SIZING, ORGANIZING AND ACTIVITIES

Market Research

MARKET RESEARCH

Definition

Primary research

Secondary research

SECONDARY RESEARCH

SECONDARY RESEARCH

SECONDARY RESEARCH

CONCLUSIONAttractive and growing market

High potential

Competition countable

Barriers for entering the market

Development and Market Testing of Draft Sales Material

1 OPTIONREJECTED

REJECTED2 OPTION

CHOSEN BROCHURE

SALES MATERIAL TESTING PROTOCOLMultiple Focus groupsMales and females (18-60) The protocol followed was: - Eight questions regarding:AESTHETICSINFORMATIONGIVENIMAGES/PICTURESTEXT SHOWNICONS AND MESSAGESBEST BROCHURE FOR THEM

TESTING RESULTS

Product and Sales Training for New Sales Piece

TRAINING SESSION AGENDA9:00 amKick-off9:00 9:35Introduction to Fitbit Flex and the smartphone application Fitbit App with MobileRun.9:35-10:20Icebreakers games to introduce the sales teamTeam building games10:20-10:35Selling skills: Presentation of the different types of sales meetings that will take place with customers and prospects10:35 10:50Introduction of the sales brochure and its relevant points with directions and comments to apply during a sales meeting10:50-11:35Role-play among the sales team to put into practice what elements are emphasized during a sales call11:35-11:45Evaluation of the training session: feedback

Meeting informationDate: 6th February 2015Location: Meeting room headquarters

Day&night wristbandFitness funLarge panelproduct colorsadvices forumshare resultscompare memberscommunityBROCHURE COMMENTS

34

Flex stylish comfortableNight wearableGoals settingkeep motivatedLog foodWorkoutsinside scope of healthsleep qualityWithout unpleasant ringtonehappy to wake upsleepy mood

SALESSRH HOCHSCHULE HEIDELBERG

HAZEL MIHRIBAN KARACA