Answer the Question as described.Read the instructions carefully.You have 8 hours to complete it.
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my_presentation.pptxProposal for Fitness Tracker to enter Germany
Janet Grayson
http://www.finfacts.ie/artman/uploads/5/German_economy_GDP_2015_nov112014.jpg
Germany’s Economy
The economy in Germany is also very diverse, comprised of elements such as manufacturing, government services, finance, retail, and business services, and more.
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Assignment Portions for
Jessica MacKay
July 2, 2015
INT-640: Multinational Market Strategies
After a sharp decline in GDP in 2009 (-4.7%), the German economy has quickly recovered, achieving a real GDP growth of 3.6% in 2010
Largely export driven recovery is increasingly becoming more broad-based with domestic demand contributing more strongly
Positive outlook for 2011: GDP expected to grow by 2.4%
Sound industrial basis: automotive, chemical, environmental technologies, machinery & equipment industry
High international competitiveness due to structural reforms, wage restraints, and high productivity (5thin WEF Competitiveness Index)
Germany is the largest national economy in Europe and the fourth largest by nominal GDP in the world
Economic Benefits
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Risks arising from strong dependence on exports and international trade in case of a global economic slowdown
Public debt increased substantially but is being tackled with austerity measures by the government (“Schuldenbremse”)
A crisis of the Euro could adversely affect the German economy and bring the current growth trend to a hold
Danger of increasing inflation
Skills shortage is becoming a severe problem in several German industries (e.g. IT industry)
Economic risks
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Creating a “national brand” (cluster of excellence) trust
Having a clear strategy
Market segmentation and specialization by: company size (SMEs), technology, verticals, functional areas, business processes
International references
Competitive and transparent pricing
Ability to communicate customer value
Strategic partnerships, networks and alliances in Germany
Marketing and Positioning
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Brand Positioning Statement
To empower and inspire you to live a healthier, more active life (Fitbit, 2015).
(n.d.)
Target Audience
18 – 40 years of age
Middle Class
$15,000 - $100,000
Graduated High School
Some college or college graduates
Primarily females, but males as well
Slightly overweight
Fit but looking to stay fit
Fitbit’s target audience is definitely geared toward the middle class, and females and males. This is based on personal experience from friends and family who have purchased a Fitbit of their own. Most of these persons are between 18 and 40 years of age or older, and have at least graduated high school. The younger generation may be in college, on their way to completion, or have already completed college. The older parts of the target audience probably did not complete college, although some may have, but are mainly high school graduates. The entire group appears to want to stay active or become active in order to maintain and keep a healthy lifestyle. This is due to how society has changed over the past few years in regards to healthy living based on the notion of “couch potatoes.” Couch potatoes and obesity have directly been linked to one another and a lack of activities, according to the family care physician.
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Target Audience June
24 years of age
Middle Class
$40,000
College Graduate: Loan Advisor
Female
Slightly overweight from sitting for long hours
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Target Audience Matt
18 years of age
Middle Class
$15,000
Graduated High School: Football and Baseball Player
Male
Fit seeking to stay active
Target Audience Claire
35 years of age
Middle Class
Stay at home mother
Mother of three (3) toddlers
Graduated High School
Female
Seeking to lose baby weight
Target Audience Peter
38 years of age
Middle Class
$80,000
College Graduate: Technical Writer
Male
Seeking to lose some weight from sitting idle at work
Message Design
To empower and inspire you to live a healthier, more active life (Fitbit, Inc., 2015).
Inspire change (Fitbit, Inc., 2015).
Tim Rosa, VP-global marketing at Fitbit, explains, “‘We wanted to create a campaign that says fitness is different for everyone, and you can find your own type of fitness’” (Morrison, 2014, November 16).
Intended Image
Objectives
Drive Brand Awareness (pranaysadarangan, 2014, June 15)
Grow Consumer Base
Fitbit first began as an idea to want to help give a boost to people. In other words, Fitbit was invented as a means to give people more support and a little nudge to become or stay active. “To empower and inspire you to live a healthier, more active life” (Fitbit, Inc., 2015). This came about when “healthy living” really started to come to the forefront of medical research, journals and articles. Fitbit was created and released at the right time and place, and has accomplished what it sought to do while continuing to flourish. Fitbit has helped be part of the “healthy living” wave of change, and has been inspiring people to become active or maintain an active lifestyle for health (Fitbit, Inc., 2015). Recently, the company has released a new campaign to continue to inspire this change. Tim Rosa, VP-global marketing at Fitbit, explains, “‘We wanted to create a campaign that says fitness is different for everyone, and you can find your own type of fitness’” (Morrison, 2014, November 16). What it comes down to for the entire campaign, as well as a new campaign, is to grow the company’s consumer base. The company wants to become even more popular in a still evolving market, and in doing so their best game plan is to drive brand awareness (pranaysadarangan, 2014, June 15).
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Effective Communication Channels
Social Media
Word of mouth (Groves, 2014, March 27).
Fitbit is a brand that is centered around social media and word of mouth communication channels (Groves, 2014, March 27). These communication channels are what built the foundation of the company, and these methods appear to be the most effective. As noted previously, personal experience proves this best. It always seems as though when someone new from a particular circle attains a Fitbit, the word quickly spreads (whether it be from face to face communication or social media) and soon more people from that circle purchase one of their own.
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Promotional Mix
Social Media
Television: Commercials on air and in movie theaters (Morrison, 2014, November 16)
Print: Magazines, Billboards, In-Store Signs, Store Advertisements
Fitbit’s current campaign involves social media engagement, airing television commercials, and utilizing print media advertising (Morrison, 2014, November 16). These marketing aspects are presently helping to group and maintain Fitbit’s consumer base while also spreading brand awareness. These aspects are exactly the two most important factors for expanding Fitbit as of today. Fitbit’s current promotional mix and the new proposed promotional mix are not all that different in this respect. Both campaigns need to focus on expansion, and that is why the proposed mix will maintain the current mix’s aspects. These will not change, and it does not appear that they will need to right away.
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Role of Public Relations
Storytelling
Social Engagement
Experience
(Olson, 2015).
Current Fitbit public relations strategy is to spark social conversation. Overall, that means that Fitbit wants social engagement online and offline. The company wants consumers to feel supported and engaged, but also wants them to share experiences amongst one another. Fitbit wants to be more than just a physical reminder for staying fit, Fitbit wants the company to be an experience (Olson, 2015). This type of consumer and company interaction occurs through communication by any means, but primarily by storytelling. Storytelling is the key to engagement and sharing experiences.
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Government spending on the rise
Available money for investors
Population on the rise
Room for growth now and in the future
Summary
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References
(n.d.). Active Lifestyle Stock Vector Illustration [Image]. Retrieved from https://www.google.com/search?q=active+clip+art&source=lnms&tbm=isch&sa=X&ei=VrKVVdq9GJPioASjjYaQBA&ved=0CAcQ_AUoAQ&biw=1440&bih=726#tbm=isch&q=active+person+clipart&imgrc=eMmYAFOWSFL6DM%3A
Fitbit, Inc. (2015). About: Who We Are. Retrieved from http://www.fitbit.com/about
Groves, Sarah. (2014, March 27). Marketing Lessons From Fitbit: Right Product, Right Time, Right Price Point. Retrieved from http://www.cognitionagency.co.uk/articles/marketing-lessons-fitbit-right-product-right-time-right-price-point/#.VZAeuOfviag
Morrison, Maureen. (2014, November 16). Fitbit Starts First Global Campaign: Move Comes as New Products Continue to Enter Wearables Market. Retrieved from http://adage.com/article/cmo-strategy/fitbit-starts-global-campaign/295858/
Olson. (2015). Expertise. Retrieved from https://olsonengage.com/expertise/#|main
pranaysadarangani. (2014, June 15). Fitbit Go-To Market Plan . Retrieved from http://www.slideshare.net/pranaysadarangani/fit-bit-gtm-spring-2014?qid=e1c71152-8213-4913-9054-21e291963e5f&v=default&b=&from_search=1
