Imc Campaign for Jawbone Up Essay

15754 Words Apr 29th, 2013 64 Pages
April 9, 2013

Live UP Marketing Campaign
Client: Jawbone
Product: UP Health Wristband

Industry Background
The Jawbone UP is a band and smartphone app that allows its’ users to be able to track their movements, sleep, and food consumption (Jawbone). The wristband makes it easier for users to live a healthier lifestyle in an organized manner. The Jawbone UP would be considered in the industry of fitness and wellness. Its competition includes companies like Basis Band, Fitbit, DirectLife, Adidas miCoach Pacer, Nike+, Valencell, and many other devices. The industry size for this product can be seen as large for that there are many competitors with the Jawbone UP and living healthier lifestyles is trending. Many companies such as Nike+
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These bills have created higher healthcare costs to develop healthier lifestyles for the American people.
The growth of this industry will continue to increase as more and more individuals seek this healthy and stress-free lifestyle. The Jawbone UP and other similar companies that promote this type of lifestyle will benefit from this growing demand and be able to take full advantage of this market. In Jennifer Wang’s article, “How Fitbit is Cashing in on the High-Tech Fitness Trend,” it is stated that ABI Research estimates that the total number of wearable devices with fitness and wellness applications will grow from 16.2 million in 2011 to 93 million in 2017; it also predicts that revenue from sports and wellness mobile apps will rise from $123 million in 2010 to $341 million in 2016.
Jawbone is a private company founded in San Francisco by Alexander Asseily and Hosain Rahman in December 2006. When they first came into the consumer electronics market, the company was known for their highly designed Bluetooth headsets. Upon the release of the first generation of Jawbone UP, the device received negative reviews because the bands would stop working and the app for the wristband wasn’t very compatible with the band. Since, the company has developed other product lines such as more advanced Bluetooth headsets, Jawbone UP (2nd

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