2. The foam roller market is competitive with brands offering
similar products but leaves an open opportunity for innovation
to take over and produce a product that caters to many of the
target’s necessities that the current foam rollers in the industry
do not fulfill. The demand for a product like the Vinchay Roller is
supported by the current demand for health conscious products.
Many of our competitors offer foam rollers that are composed of
unnecessary features, which have no real health and therapeutic
benefits to the consumers. Whereas Vinchay Roller, is created with
both soft tissue and deep tissue rings while the end caps allow
users to interchange to different rings quickly and effectively in
order to provide an extensive reach on self myofascial release.
Overview
Competitors

4. Target Market

5. The current problem is that more and more consumers gain access
memberships to CrossFit and High Intensity Interval Training, which
involves short bursts of activity followed by a short period of rest or
recovery, has doubled every two-years since 2009. Because of the
popularity of these high intensity workouts, people are also getting
really sore or even injured. From cross-training to mud runs to power
yoga, the latest exercise trends emphasize a “go big or go home”
attitude, which is harder on your body and can easily lead to strains,
sprains and more serious injuries.
Our solution is to provide our consumers with a foam roller that adjust
to their needs. With a slide able feature that can target multiple areas
of the body, for self-myofascial release. With our innovative product features,
our goal Is to start with the market that needs our product the most,
“Cross-fit Athletes”, and building awareness of the use of our technological
advances that differentiate us from our competitors.
Problem
Solution

6. Gain Exposure in the local market
Build brand awareness by 20% within the first 6 months
Meet projected sales quotas
Establishment of online community
Increase Online Sales through Company Website
Product
Foam Roller
Placement
Sports Authority 14 Stores Locations
GNC 25 Stores Locations
Dick Sports Stores 3 Store Locations
Equinox Gym 3 Locations
45 stores total
Marketing Objectives
Marketing Mix

7. Price
$100 / cost of foam roller with adjustable rings
Promotion
Online Banner
Magazine Ads
Mall Stands
Viral Video Commercial
EVENTS
Participation in trade show:
Nissan Health & Fitness Expo – offers exposure to Pinnacle
Entertainment Group, Fitness Experts, and CVS pharmacies f
or potential distribution as a wellness product
23-24 Jan 2015
Florida 5k Events:
January 31, 2015 - Florida Warrior Dash 2015
February 14, 2015 - Tampa Florida Spartan Race
Spartan Stadium Sprint 2015
February 21, 2015 - Florida Rugged Maniac 2015
Promotional Booth
Show appearance with promotional booth at the finish line for
participants to test live after intense physical activity.

8. Visual Executions
Magazine Ad
On Muscle and Fitness,
Women’s Fitness and Sports
Illustrator. A full spread which will
Introduce the company and website,
As well as briefly describe product
features and benefits.
Online Banner Ad
Placed on Facebook as we create
brand awareness and establish
a fanbase, building an online
community, in which direct interaction
with our consumers will be held for
product and service improvement.

10. Mall Stand Ad
This ad of our model will be featured in areas
like Dolphin Mall, which will have direct access
to one of our store providers like Sports Authority.
The purpose of this ad will be strictly to promote sales
within our vendor’s stores, for increase of demand.

12. SWOT Analysis
Strengths
Adaptive Features
Longer Lifetime
Covers 3 spectrums
(Soft, Medium, Hard)
Track Control
For men and women
Weaknesses
Size
Start-up Company
Lack of Funds
Competitive Industry
Opportunities
Entering the market
(as an Innovative Roller)
Chance for mass market expansion
Corporate Investors
Digital Kickstarter Camp.
Social Media Buzz
Diverse Culture
Acceptance
Threats
Control of leading brands
Numerous brands in market

13. Social Media Plan
Goals
Gain Exposure in the local market
Build brand awareness
Meet projected sales quotas
Establishment of online community
Increase Online Sales through Company Website
Organization & Marketing Objectives
Within the first 3 months of our campaign we aim to enter the
local market of South Florida with future aspirations for
nationwide exposure.
Short Term
Increase and maintain active audience on Instagram, Facebook and Twitter
Reaching a total of 1,000+ followers on Instagram
Reaching a total of 2,000+ likes on our Facebook Page
Reaching a total of 1,250+ followers on Twitter

14. Social Media Plan
Strategy
Social Media Marketing
Instagram
Our tactic for Instagram involves using a popular hashtag every day of
the week along with our company name as a hashtag to attract viewers.
Example: Fridays - #FlexFridays - will be used with a picture of an ideal male
or female figure flexing which resembles the visual concept of our target
audience; that same popular hashtag will be used with our company hashtag
#vinchay in order to create a trend among our community.
A Copy for the post would go somewhere along the lines of:
Just finished our workout time to go #Vinchay #flexfridays
#hatebeingsore #swolelife
Other images that will be posted will relate to health within one’s active
lifestyle, fun facts, lifestyle images that demonstrate lively persona which
reflects the kind of brand that we are.

15. Social Media Plan
Facebook
Since the demographic who uses this platform is an
older audience from our target market will strictly be used as a
base of information and announcements for company actions,
updates, and demonstration of lifestyle.
But more importantly this company profile will mainly be used
as a gateway to communicate directly with our online community.
Our posts regarding promotions will be placed under the budget
to “Boost” post for more exposure, views, likes and potential consumer
awareness.
Having the opportunity to get direct feedback as well as, take notes
on what needs to be fixed for customer satisfaction, while always
responding to consumers online that way the community observes
that the company is active and remains with good customer service.