Marketing Fundamentals for Kickstarter's FitOn Smartwatch

This report discusses the marketing objectives, segmentation, targeting, and positioning strategies for Kickstarter's FitOn smartwatch. It also covers the marketing mix and promotional strategies for the product. The report includes an action plan for executing these strategies.

Running Head: Marketing Fundamentals
Kickstarter
Marketing fundamentals

Marketing Fundamentals 1
Table of Contents
Introduction......................................................................................................................................2
Marketing Objectives.......................................................................................................................2
Segmentation, Targeting and positioning........................................................................................4
Segmentation................................................................................................................................4
Demographic............................................................................................................................5
Psychographics.........................................................................................................................5
Geographic...............................................................................................................................5
Behavioural..............................................................................................................................5
Targeting......................................................................................................................................5
Positioning...................................................................................................................................6
Marketing Strategy..........................................................................................................................6
Product.........................................................................................................................................6
Promotion.....................................................................................................................................7
Action Plan......................................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Marketing Fundamentals 2
Introduction
Kickstarter has launched world’s first smartwatch which is mainly made up for blood oxygen
saturation in the body. Main motive of the company behind producing this watch is approaching
all customer segments as this is the most affordable smartwatch. This smartwatch has sundry
uses such as it helps the users to maintain their blood pressure, it is the first in the smartwatch
category which is affordable and also helps the users to track their fitness and other signs of
wellness. Organization has launched this device in the name of ‘FitOn: World's 1st Blood
Oxygen Saturation Smartwatch’ (Kickstarter, 2018). Major attraction of the device is its price
which is set only $49 and according to its price, there are numerous features which are available
in FitOn. This smartwatch has SpO2, HRV, Waterproof, Respiratory, and could also be used in
sports, fitness and for wellness functionalities.
Marketing Objectives
Marketing objectives of Kickstarter in relevance with the newly launched product include
successful introduction in the target markets with the objective to attain expected outcomes. In
order to attain sustainable growth and development, Australian market has been chosen for
introduction of the product (Armstrong, Kotler, Harker & Brennan, 2015). Thus, management
has designed following points in relevance with the introduction of product within the first six
months:
 Customer satisfaction: Customer satisfaction and retention is one of the primary
objectives for organization. The product introduced in the target market should be
capable enough which could fulfil the target audience’s desires. Thus, it is required for

Marketing Fundamentals 3
the organization to add unique and qualitative elements in the product which could
prove the effectiveness of the product along with determining the factors which could
make the product unique and distinct from its competitors’ products (Lee, Kozlenkova
& Palmatier, 2015). With the help of unique elements in the product, customer
satisfaction will be attained and as the price for the product has been set at the lowest,
thus, organization would easily be able to retain them for a longer period of time.
 Sales: Objectives relevant to sales varies on the basis of time period. For the initial
period from introduction of the product in target market, reasonable sales are forecasted
while for the further periods, forecast regarding sales increases and this depends upon
the demand generated in the market for the product (Cronin & Skinner, 2015). As FitOn
has been introduced at the lowest rates, thus, organization has targeted to uplift their
revenues at least by 30% from the target market.
 Brand management: This is another crucial objective which describes the goodwill of
the organization. Development of brand image and retention both are bit difficult
process, thus, those should be executed in an appropriate manner. It is required for the
organization that unique elements should be added in the product which could satisfy the
needs of target audience. This will act as strength for the organization and will develop
positive image amongst the target audience. This operation leads to brand management
and for managing the same brand image and effectiveness, it is required to implement
certain strategies through which same level of customer satisfaction could be
maintained. This is because customer satisfaction and brand management are linked
with each other. The more will be customer satisfaction with the utilisation of the

Marketing Fundamentals 4
organizational product, the higher will be the brand’s effectiveness in the market
(Rosenbaum-Elliott, Percy & Pervan, 2015).
These are three basic objectives set by the management of Kickstarter in relation with the
introduction of FitOn in the Australian market. To attain them in an effective manner, it is
necessary for the organization to adopt and implement certain effective strategies. Apart from
this, promotional and advertisement strategy should also be implemented for spreading the
awareness with regards to the product with the motive of enhancing its demand. This will help
the organization to uplift its performance in the target market along with attaining the desired
goals.
Segmentation, Targeting and positioning
These techniques are used by the organization with the motive of establishing an effective image
in the target market. In this scenario, organization will use these techniques for establishing the
FitOn’s image in the Australian market and for the same, these techniques will be implemented.
With the help of these strategies, organization will be able to determine the factors such as
condition of the market, scope available in the market and the market share acquired by
competitors and demand of their product, and the like factors could easily be determined with the
help of these strategies.
Organization has decided to launch their new product i.e. FitOn in the Australian market in next
few months, thus, it is required to implement these techniques through which appropriate results
could be attained (Schlegelmilch, 2016).

Marketing Fundamentals 5
Segmentation
This technique helps the organization to segregate the target market in small segments in order to
determine the most suitable market segment for their product. For segregating the market into
segments, organization could use following variables:
Demographic
People are grouped in this segment on the basis of their age, sex, income and on various other
factors. As FitOn will be launched at affordable rates and for their target audience is all aged
group people thus, all segments could easily be targeted (Long, Shelhamer & Darrell, 2015).
Psychographics
In this category, audience is being segregated on the basis of personality, lifestyle and their
perceptions regarding the product.
Geographic
People are separated on the basis of their religion, locality, country, place where they live and on
the basis of other geographical factors.
Behavioural
In this segment, people are classified on the basis of their behaviour, benefit sought and the like.
Majorly target audience’s behavioural pattern plays crucial role in relevance with enhancement
of the organizational products.
Targeting
Amongst the above variables, organization could select the most appropriate market segment in
order to accomplish their tasks in an effective manner along with gaining expected outcomes.

Marketing Fundamentals 6
For executing this activity in an appropriate manner, organization could use the unique elements
and features of the product along with the effective promotional and advertisement strategies for
attracting target audience. Marketing strategies are effective enough for attracting the target
audience along with determining the opportunities through which the desired goals could be
attained (Wang, Huang & Chen, 2016). With the help of these strategies, organization will be
able to market its product in the target market as well as appropriate information regarding the
product would also be spread amongst them appropriately.
Positioning
This is a statement which describes the uniqueness of the company and it also describes the
method through which an effective position in the target market could be developed. Apart from
the positioning statement, organization could use the strengths and weaknesses for the
organization in order to develop the effective image in the target market. Organization is
required to adopt marketing and promotional strategies through which the key points of the
product could be marketed in the target market. Organization will use “FitOn: World's 1st Blood
Oxygen Saturation Smartwatch” as the positioning statement for the product and to build brand
image in the target market. Crucial features of the smartwatch would be marketed with the help
of trending digital media and other communication systems (Hellings, Fokkens, Bachert, Akdis,
Bieber, Bieber & Lund, 2017).
Marketing Strategy
This tool is effective enough to spread the information regarding the products amongst the target
audience. This strategy is a combination of various promotional and advertisement strategies for

Marketing Fundamentals 7
setting up the image in the target audience’s mind-sets. Amongst the marketing strategies,
marketing mix technique is the most effective and efficient for originating desired outcomes.
Product
Under the product feature of marketing mix, all the special and unique features of the product
will be marketed amongst the target audience with the motive of describing them the significance
of the product. FitOn smartwatch is capable enough to provide various benefits at cheap rates,
thus, this element could also be utilised for increasing the demand of the product. Organization
needs to adopt those strategies which could make difference amongst the organizational and its
competitors’ products (Festa, Cuomo, Metallo & Festa, 2016).
Promotion
This is the technique which includes advertisement platforms through various mediums (Huang
& Sarigöllü, 2014). Social media, electronic platforms, digital methods of advertisement, email
marketing and the traditional mediums such as newspaper, magazine, pamphlets, etc. could be
used. These mediums could be used for increasing the effectiveness of the organization over its
competitors along with gaining competitive advantage. With the help of these strategies,
organization will be able to promote its products in the target market in an effective manner
(Kraak, Englund, Misyak & Serrano, 2017).

Marketing Fundamentals 8
Action Plan
Activities Commencemen
t Date
Deadline Authority Department
Aim 1/4/2018 30/04/2018 Managerial
staff
To level
management
STP 1/5/2018 31/07/2018 Marketing
Head
Marketing
Marketing and
promotional
strategies
1/08/2018 30/09/2018 Marketing
Head
Marketing

Marketing Fundamentals 9
Conclusion
From the aforesaid information, it can be concluded that Kickstarter is launching a smartwatch
which is capable enough to resolve various issues related to health and it is effective for making
the people fit. In order to launch the product in Australian market in next few months,
organization has developed a plan with certain set of strategies. With the help of these strategies,
organization will be able to fulfil its objectives and goals. In this report, organizational objectives
relevance with the product, segmentation, targeting and positioning strategies and the marketing
strategies has been discussed. The last part of the report includes action plan for executing these
strategies.

Marketing Fundamentals 10
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Cronin, J. J., & Skinner, S. J. (2015). The Marketing-Finance Interface: The Impact of
Marketing Objectives and Financial Conditions on Retail Profitability. In Proceedings of
the 1985 Academy of Marketing Science (AMS) Annual Conference(pp. 182-186).
Springer, Cham.
Festa, G., Cuomo, M. T., Metallo, G., & Festa, A. (2016). The (r) evolution of wine
marketing mix: From the 4Ps to the 4Es. Journal of Business Research, 69(5), 1550-
1555.
Hellings, P. W., Fokkens, W. J., Bachert, C., Akdis, C. A., Bieber, T., Agache, I., & Lund, V.
(2017). Positioning the principles of precision medicine in care pathways for allergic
rhinitis and chronic rhinosinusitis–A EUFOREA‐ARIA‐EPOS‐AIRWAYS ICP
statement. Allergy, 72(9), 1297-1305.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Kickstarter, PBC. (2018). FitOn world’s 1st-blood oxygen saturation smartwatch. Accessed
on 27th January 2018 from https://www.kickstarter.com/projects/567949755/fiton-worlds-
1st-blood-oxygen-saturation-smartwatc.

Marketing Fundamentals 11
Kraak, V. I., Englund, T., Misyak, S., & Serrano, E. L. (2017). A novel marketing mix and
choice architecture framework to nudge restaurant customers toward healthy food
environments to reduce obesity in the United States. Obesity Reviews, 18(8), 852-868.
Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015). Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science, 43(1), 73-99.
Long, J., Shelhamer, E., & Darrell, T. (2015). Fully convolutional networks for semantic
segmentation. In Proceedings of the IEEE conference on computer vision and pattern
recognition (pp. 3431-3440).
Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand management. Oxford
University Press, USA.
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy(pp. 63-82). Springer, Cham.
Wang, S., Huang, P., & Chen, X. (2016). Hierarchical targeting strategy for enhanced tumor
tissue accumulation/retention and cellular internalization. Advanced Materials, 28(34),
7340-7364.