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- 1. GRIND IT OUT DIGITAL MARKETING PROJECT 2019 Daniela Chan
- 2. INTRODUCTION • Grind It Out is a start up athletics Brand Company started this year in China by a Canadian and a Brazilian who both had the desire to train harder for longer. • The brand name represents their mindset in life, meaning working hard day and night to better yourself while inspiring others at the same time. • The product is a self-adhesive hand protective (second skin) to protect your hands • Common in the CrossFit, gymnastics and weightlifting communities
- 3. MARKET SITUATION • Intended to be marketed and sold in the Chinese market • There was a surge of CrossFit in China (160 certified box facilities) • China will be hosting a qualifier in April for the 2019 Reebok CrossFit Games • Grind It Out saw an opportunity to grow and expand within this niche
- 4. PERSONA Crossfitters - young and old adults Age group is between 14-54 years old (same as the divisions for the qualifiers) Males and females Crossfitters with regular jobs that can’t afford to have their hands injured CrossFit boxes – potential selling site (gym)
- 5. SWOT ANALYSIS STRENGTHS • Not many similar products in the market in China • Design of the product/options WEAKNESS • Fairly new product • People are unfamiliar • Advertised only by word of mouth, boxes, social media
- 6. SWOT ANALYSIS OPPORTUNITIES • Product is made in China and will make distribution easier and cheaper • More affordable THREATS • Once product gets popular other will copy it • Become harder to compete with bigger companies
- 7. COMPETITORS ANALYSIS Main competitor is a brand called WOD & DONE Popular in the United States Sold through their website, eBay, Amazon (more reach) Been in the market for a few years Developed different tape options
- 8. STRATEGIES Social Media (Instagram) WeChat (Online Shopping Platform) Networking with CrossFit boxes Sending free samples for trial and recording/photographing Promotion and deals for CrossFit Games Open
- 10. CONTENT Introducing the product (first post) Post content of people using the product (through out the social media) Explain how to use the product (make a video with instructions) Link to the Online Shopping Platform (barcode scan) Sponsor athletes, media at the CrossFit Games
- 11. BUDGET Content Creation 10% Graphic Design 27% Advertising (Online) 40% Promotions 13% Social Media 10% % OF BUDGET BY CATEGORY $600 $600 $950 $- $- $- $- $- $- $- $- $- $- $200 $400 $600 $800 $1,000 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC AMOUNT SPENT PER MONTH TO DATE
- 12. SUMMARY Grind It Out is a product that will fill in the void consumers might not realized they needed Present and influence the consumers minds and attitudes Came out at the right time (boom of Crossfit) One of the first to enjoy the ride before everyone else catches up