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    Trax presentation Trax presentation Presentation Transcript

    • Hi-Five Your Work Out
      Liz Costa, Lily Chaleff, Juliet Tripaldi, Bess Couture & Olivia James
    • What is TRAX?
      Introduction of The TRAX Company
      Simplest way to keep track of work outs!
      Presented by Liz
    • Situation Analysis
      The Fitness Market
      45.5 Million Health Club Members
      $19.1 Billion Industry
      Presented by Liz
    • Situation Analysis
      Big Competitors
      Nike, Adidas, Puma & Under Armor
      Nike & Adidas have large revenue.
      Closely examine the Nike+ product
      8.1% profit rise with their release.
      Presented by Liz
    • Product Analysis
      Physical Product Description
      Orange band
      Grey buttons
      Scroll feature
      Environmentally-friendly rubber
      Salt and water resistant
      Presented by Lily
    • Product Analysis
      Comparable Testing
      Nike+
      Online Work-Out Logs
      Digital Social Fitness Communities
      Heart Rate Monitors
      Presented by Liz
    • Consumer Analysis
      Name Selection Rationale
      Play off of what it does – it TRAX!
      Price Reasoning
      $55/bracelet
      Presented by Lily
    • Target Market Analysis
      Our Target Audience
      Women
      Age 16 – 59
      Health Conscious, Organized & Efficient
      Presented by Liz
    • Problems & Recommendations
      Sample Problem/Recommendation
      Problem: TRAX is a new product that has no commercial competitor. Its originality will make it difficult to introduce to the consumer market.
      Recommendation: Pump up many PR avenues such as social media and celebrity spokespeople.
      Presented by Juliet
    • Opportunities & Recommendations
      Sample Opportunity/Recommendation
      Opportunity: Weight loss and healthy lifestyles are both very popular topics right now.
      Recommendation: Advertising should focus on how TRAX aids in creating a better, healthier lifestyle. Incorporate that language in our ad campaigns.
      Presented by Juliet
    • Marketing Objectives
      First Year
      To partner with 75 New England gyms.
      Short Term
      To increase sales by 5% every month for the first six months.
      Long Term
      To become the leading national fitness tool/ regimen in the next five years.
      Presented by Juliet
    • Marketing Strategies
      First Year
      Create/implement “Ambassadorship” for The TRAX San Diego Fitness Retreat.
      Short Term
      Give twenty free samples to prominent bloggers/radio personalities.
      Long Term
      Create partnerships with Weight Watchers and sponsor a season of The Biggest Loser.
      Presented by Juliet
    • Advertising Recommendations
      Important Considerations
      Value
      I want to be healthy and active.
      Product Personality
      Smart, healthy and in-control.
      Brand Essence
      Use TRAX to track your workout; track your success.
      Presented by Bess
    • Advertising Recommendations
      Communication Objective
      To build awareness among our target audience…
      Communication Strategy
      To convince the target audience that TRAX is unique and beneficial.
      Unique Selling Point
      Gives users a comprehensive look at their activity levelsand offers improvements.
      Presented by Bess
    • Media Recommendations
      Highlights
      Cable TV Ads
      During primetime.
      Print Ads
      Place ads in women’s interest magazines.
      Radio
      Stations that reach our audience.
      Direct Marketing
      Informational flyers.
      Internet
      Official TRAX Website
      Sell through other fitness website
      Side-bar ads on sites visited by target audience
      Optimize visibility on Google (key words)
      Presented by Olivia
    • Marketing Materials
      A Collection of the TRAX Advertising Materials
    • Cable TV Ad
      Presented by Lily







    • Print Ad
      Presented by Olivia
    • Print Ad
      Presented by Olivia
    • Print Ad
      Presented by Olivia
    • Print Ad
      Presented by Olivia
    • Print Ad
      Created ambassadorship program in conjunction with San Diego retreat.
      Ambassador
      Presented by Liz
    • Print Ad
      Informational flyers for gyms, Weight Watchersand display locations.
      Informational
      Presented by Liz
    • Radio Ad
      Presented by Juliet
    • Web Ad
      Presented by Bess
    • Thank You!
      Liz Costa, Lily Chaleff, Juliet Tripaldi, Bess Couture & Olivia James