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Nike FuelBand

Emerging Industry
by

Bayu Putra

on 28 June 2013

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Transcript of Nike FuelBand

Nike+

Fuel
Band

Major Competitors
Adopter Groups
Product Life Cycle
Prediction based on Nike+ technology: Nike's new running and training program
The Four P's
References
Sources for Images
LG Smart Activity Tracker
Jawbone UP
MOTOACTV
Garmin FR70
BODYMEDIA
Polar FT60
Price: $160
Placement: Nike Stores & Online, Apple Stores & Online, Amazon, eBay
Promotional: Nike.com, Facebook, Twitter, Youtube
Product Release Date: April 10, 2012
Innovators
Early Adopters
Early Majority
Growth Phase
Demographic
Geographic
Psychographic
Benefits Sought
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
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
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We Are
Bayu Laksmana Putra
R.M. Aditiya Prabowo
Mutiara Syahadatina
Jessica Linggar
Cindy Melissa
Stanley Ignatius
R.A Mega
AlmiraYusrina
The Nike+ FuelBand tracks your activity, so anyone who’s active can compare their activity with others
—no matter who they are or what they do. Until the launch of FuelBand and Fuel,

there had never been a way to measure activity or performance.
Calories aren’t accurate since people burn them at different rates depending on their body type and metabolism.
An essential device to keep you
motivated
,
competitive
and stay
healthy!
Demographic
Age: 15-50 Years Old
Gender: Men and Women
Socioeconomic status: A & B
Occupation: Students, employees, athletes, basically everyone who's active
Geographic
Big and developed cities with mid to high income level all around Indonesia such as Jakarta, Bogor, Bandung, Surabaya, Bali, Medan and Makasar
Psychographic
Economic Status: Mid to High income average
Lifestyle: Moderately active individual in day to day basis routine and heavy social media user
Characteristics: Ambitious, competitive, outgoing, motivated, active, social
Benefits sought
Set a goal each day and be motivated to stay healthy.
Show off your achievements to friends with social media networks.
Bring the hype of Nike+ Fuelband to Indonesia by launching the product here
Objective
Social Media in Indonesia
51 million
About 80 million Indonesian's are active social media users
1,2 million
29 million
14 million
3,6

million
Marketing Strategy
Create a Nike+ Fuelband launch event and social media campaign
Marketing Promotional Budget
1. Senayan’s East parking lot rent = Rp.50.000.000,- (80.000 m2)

2. Tenda = Rp. 39.000.000,-
• Rp. 25.000.000(semi dekorasi 1000m2)
• Rp. 6.500.000 (10 unit tenda kerucut besar)
• Rp. 7.500.000(15 unit tenda kerucut kecil)

3. Panggung = Rp. 18.000.000 (300m2)
4. Kursi = Rp. 5.000.000 (1000 kursi)
5. Cooling fan = Rp. 5.500.000 (10 unit)
6. Lampu sorot = Rp. 7.500.000 (20 unit)
7. Sound system = Rp. 20.000.000
8. Toilet box = Rp. 6.000.000 (6 box)
9. Genset = Rp. 2.800.000 (10 set)
10. EO & Entertainment = Rp. 75.000.000
11. Biaya lain-lain = Rp. 25.000.000
Nike+ Basketball
Nike+ Futsal
Nike+ Skateboard
Promotional
Marketing Strategy
Bundling Nike+ Fuelband with Nike+ Shoes or/and Apple products, iPhone, iPod touch and iPad
Product & Pricing
+
=
Marketing Strategy
Placement
Distribution Channels:
Nike Stores
Fitness Centers
Apple Stores
Online Stores
What is

the Nike+

Fuelband?
X
X
Marketing Strategy
Promotional
Endorse Indonesian athletes and sport celebrities
More and more Indonesians are becoming health conscious
The booming of fitness centers in Indonesia
Est. 2003
Est. 2005
Increasing amount of gym memberships
1st to integrate their products into one ecosystem
THANK YOU
Nathan Surrel
12 years old
200 lbs
2013 =24 gyms 100,000 members
Est. 2008
2013 = 15 gyms 15,000 members
2013 = 20 gyms 50,000 members
Total = Rp. 292.800.000,-
Inspires millions...
Marketing Strategy
Advertising on billboards (ATL)
Support communities (BTL)
X
Promotional
Full transcript