Spectrum Band Product Positioning Map

Objectives 3.1 Describe the relationship between differentiation and position of products or services. 3.2 Analyze the impact of the product life cycle on marketing. 3.3 Identify the appropriate price strategy that should be used in the development of the strategic marketing plan.

The purpose of this exercise is to help you define and classify your chosen product, and define a specific target market. What a product is, how it supports the company mission, and how it fits

Create a new positioning statement for your product, and provide justification for your new positioning strategy.

What is the relationship between differentiation and positioning of products or services? Is the repositioning of the product in the simulation as you had

Today, consumers can buy wristbands that count steps and track sleep, athletic shoes that monitor fitness, watches that double as phones, and smart glasses that function as a computer or GPS. Fitbits and apple watches are two of the most popular wearable technology in 2016 (according to www.cnet.com).

In its earlier years UA expanded significantly with new product lines including TurfGear, AllseasonGear, and StreetGear. These launches success helped to catapult UA to the forefront of the emerging performance apparel industry. Their innovation and savvy have given them a leg up on competitors including Nike and Addidas. There have been hints of some new product launches to come in 2017. UA wants to continue to be a competitive player in the health and fitness gadget and wearables market. These gadgets include “Healthbox”, a fitness tracker with a heart-rate strap and smart scale. These devices are intended to be used with their smartphone app, which is also compatible with other fitness tracking devices. Later on, the company added heart rate monitoring headphones to the family of devices, as well as the Speedform Gemini 2 RE smart running shoes which have a built in ability to track your runs (Jovin, 2016). This healthbox product has not received a grand reception from consumers but there is a lot of potential for this product line. For the sake of the report I will research and report on a product line that recently came out. The ColdGear product line. These clothing items claims to disseminate heat by using ceramic powder and re-circulates around the wearers

They have begun to also utilize the fitness tracker fitbit into their wellness program. The fitbit program can help with tracking employee’s fitness in real time. This is a great tool to have to motivate people to get in shape. This is a great way to use new technology and also help people connect with other people who have the same type of goals.

This research proposal explores scholarly journals, internet articles, and my personal thoughts and ideas on the smartwatch, fitness band, and wearable market segment. I am proposing to obtain research on whether or not the Microsoft Band among other smart wrist wearables are currently and, if so, will continue to be desirable technological advancements in the market.

The Fitbit is a groundbreaking wearable fitness tracker that is another step in the evolution of the Internet of Things. Everyday items such as toasters and refrigerators are now being connected to the Internet, which is leading to the expansion of the so called Internet of things. The Fitbit is just the next small step in the overall picture, as is offers a user to wirelessly track and upload fitness data to the Internet. As one of the most up-and-coming wearable fitness device companies, Fitbit is a model for the future of fitness devices. It's newest iteration, the Fitbit surge, is the perfect example of that. Since the Fitbit Surge is the newest Fitbit device on the market, naturally it is the most eagerly sought after by consumers. It

Expected technological advancements in health products are likely to contribute to greater spending on health. The FitBit as a technological health device shall greatly meet local consumer’s needs.

After positioning is considered, appropriate marketing mixes have to be designed in order to communicate positioning (STP Market segmentation, n.d.)

Product extensions that TechMark should consider for Spectrum Band include the development of the aesthetics and features. TechMark should offer the Spectrum Band to customers in multiple colors, various band styles and different band’s straps materials--leather or rubber. The availability of different aesthetics of the band would give customers more options to choose from for the specific designs of the Spectrum Band based on their tastes and preferences.

Carefully evaluate the pros and cons of the segment markets and determine the market where the product has definite advantages over other

Describe your chosen product attributes in the context of your positioning (hint: describe only attributes you can control: color, packaging, name, etc) (5 Marks Total)

* The technology plays a roll very relevant in MapQuest, so the level of technology must be enhanced in order to get performance in cost efficiency and gain competitive advantage.