Trax Presentation FINAL


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Trax Presentation FINAL

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