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Nike FuelBand

Emerging Industry

Anna Christensen

on 14 March 2013

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Transcript of Nike FuelBand

Nike+ FuelBand Anna Christensen, Filip Zigic, & John Caruso What is the FuelBand? Major Competitors Adopter Groups Product Life Cycle Prediction based on Nike+ technology: Nike's new running and training program The P's References Sources for Images Our Recommendation Nike+ FuelBand Features
Pricing, Promotional, Placement
Adopter Groups
Product Life Cycle
Projected Sales Trends
Target Market
Our Recommendation Tracks daily exercise
Uses accelerometer to measure movement in NikeFuel
LED Display: tells time, steps taken, calories burned, and fuel points
Connects with PC, Mac, and Smartphones
Partially Water Resistant LG Smart Activity Tracker Jawbone UP MOTOACTV Garmin FR70 BODYMEDIA Polar FT60 Price: $149 Placement: Nike Stores & Online, Apple Stores & Online, Amazon, eBay Promotional: Complete description on Nike Website, YouTube Tutorial Videos, Online Reviews Product Release Date: April 10, 2012 Innovators
Early Adopters
Early Majority Growth Phase Demographic
Benefits Sought, Usage Rate 1. http://wallpaperstock.net/nike-logo_wallpapers_25685_1920x1200_1.html 2. http://insider.nike.com/us/wp-content/uploads/Nike-Fuel-Featured.jpg 3. http://www.thefoxisblack.com/blogimages//nike-fuelband.jpg 5. http://mobihealthnews.com/wp-content/uploads/2012/01/Nike-Fuel-Band_BonjourLife.com1.jpg 4. http://images.freshnessmag.com/wp-content/uploads//2012/10/nike-plus-fuelband-new-colors-00.jpg 6. http://2.bp.blogspot.com/-DqabAmBNams/T7MFS
3ZQJI/AAAAAAAAAEE/WU3bBYlt434/s1600/product_life_cycle+12.gif Target Market Adidas MICOACH Speed Cell STRIIV SMART PEDOMETER FITBIT ULTRA 7. http://cdn1.sbnation.com/entry_photo_images/7498447/DSC06569_large_verge_medium_landscape.jpg 8. http://2.bp.blogspot.com/_pkcOvXjYD84/S8fXZ9IdljI/AAAAAAAAC-I/_r_RlBK20-E/s1600/Adidas+Micoach.jpg 9. http://cdn.imedicalapps.com/wp-content/uploads/2012/04/Hand_holding_homescreen-e1335785807255.jpg 10. http://uncrate.com/p/2011/10/motorola-motoactv-xl.jpg 11. http://www1.pcmag.com/media/images/307887-jawbone-up-colors.jpg 12. http://www.techfresh.net/wp-content/uploads/2011/10/Garmin-FR70.jpg 13.http://asset1.cbsistatic.com/cnwk.1d/i/tim/2012/03/20/fitbit_ultra_34536737_35165442_04_620x465.jpg 14. http://www.eatingbirdfood.com/wp-content/uploads/2012/02/Polar-FT60-Heart-Rate-Monitor.jpg 15. http://www.gadgetreview.com/wp-content/uploads/2011/08/1208_tech-fitness-bodymedia-armband_485x340.jpg LARK 16. http://medcitynews.wpengine.netdna-cdn.com/wp-content/uploads/larklife-bands-trio-large.jpg Recommended for a moderately active individual
Heavy social media user 17. http://www.technobuffalo.com/wp-content/uploads/2013/01/nike-fuelband-630x354.jpeg STRIIV SMART PEDOMETER LARK BODYMEDIA Adidas MICOACH Speed Cell Garmin FR70 FITBIT ULTRA LG Smart Activity Tracker Jawbone UP MOTOACTV Polar FT60 Low Price Product Positioning Map of Fitness Tracking Devices Nike FuelBand "10 Terrific Fitness Tracking Devices” Daily Tekk. 11 6 2011: n. page. Web. 20 Feb. 2013.
<http://dailytekk.com/2012/06/11/fitness-tracking-devices/>. Apple. N.p., n.d. Web. 20 Feb. 2013. <http://store.apple.com/us/product/HA509VC/A/nike-fuelband-small>. Cendrowski, Scott. "Nike's New Marketing Mojo." CNN. N.p., n.d. Web. 12 Mar. 2013.
<http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/>. "Nike FuelBand Review." CNET. N.p., n.d. Web. 20 Feb. 2013. <http://reviews.cnet.com/specialized-electronics/nike-fuelband/
4505-3505_7-35165558.html>. Nike. N.p., n.d. Web. 12 Mar. 2013. <http://www.nike.com/us/en_us/>. Nike. Nike, n.d. Web. 20 Feb. 2013. <http://store.nike.com/us/en_us/?l=shop,pdp,ctr-inline/cid-1/pid-
669575/pgid/670534>. Rundle, Michael. "Nike+ Fuel Band Review: The Sports Watch You Never Knew You Needed." Huffington Post
United Kingdom. N.p., n.d. Web. 20 Feb. 2013. <http://www.huffingtonpost.co.uk/2012/06/20/nike-fuel-band-
review-the_n_1612388.html>. Shontell, Alyson. "48 Hours With Nike FuelBand: The Good, The Bad And The Frustrating." Business Insider. N.p.,
n.d. Web. 20 Feb. 2013. <http://www.businessinsider.com/nike-fuelband-review-2012-8?op=1>. Syuzi. "Nike+ FuelBand vs Jawbone Up vs Fitbit Ultra." FashioningTech. FashioningTech, 19/2/2013. Web.
<http://www.fashioningtech.com/profiles/blogs/nike-fuelband-vs-jawbone-up-vs-fitbit-ultra>. Projected Sales Trends High Social Connectivity "They have their finger on the pulse of what their customer is looking for" says David Carter, executive director of USC's Sport Business Institute. (CNN) Going
Social High Price Low Social Connectivity 18. http://fortuneaskannie.files.wordpress.com/2012/02/nike_advertising_revenue.jpg 1








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