Generoso your shape fitness evolved

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Generoso your shape fitness evolved

  1. 1. 10 Step Marketing Plan for Your Shape: Fitness Evolved
  2. 2. 10 Step Marketing Plan for Your Shape: Fitness Evolved Jesus Martin Generoso, Jr. Ateneo School of Medicine and Public Health January 16, 2011
  3. 3. 5 Steps for part 1: PTM and Positioning <ul><li>Demographics: Class A,B, and C men who are gamers, fitness-oriented, who want to work out at home, and who are looking to have a better body </li></ul><ul><li>What they need: entertainment while exercising </li></ul><ul><li>Competitors: fitness centers, other gaming consoles that have active fitness games </li></ul>
  4. 4. 5 Steps for part 1: PTM and Positioning <ul><li>The gap: Some people do not have the time to go to the gym and workout; some just have enough time to work-out at home. Also, the “fun factor” is less when exercising at the gym </li></ul><ul><li>Market size: not indicated </li></ul>
  5. 5. 5 Steps for part 2: Marketing mix and Strategy <ul><li>Product: Your Shape: Fitness Evolved game for the XBOX 360 </li></ul><ul><li>Price: not indicated, most probably lower than a gym membership, probably comparable to games offered for the Nintendo Wii </li></ul>
  6. 6. 5 Steps for part 2: Marketing mix and Strategy <ul><li>Promo: Internet websites, gaming expo’s, and print ads (esp. fitness, health, and gaming magazines) </li></ul><ul><li>Place: game retail stores, websites, to be marketed world-wide </li></ul><ul><li>Generic winning strategy: NICHE </li></ul>
  7. 7. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  8. 8. 1. Kidney Aid target market: CKD patients <ul><li>Demographics: teenagers, young adults (19-35) </li></ul><ul><li>Lifestyle: “techy people” or gamers (esp. those who own an XBOX 360), fitness buffs, those who want a better body </li></ul><ul><li>Behavior: people who want to exercise at home, who have a limited time to work-out, who want to have fun </li></ul>
  9. 9. 2. Needs, wants, expectations <ul><li>Needs: </li></ul><ul><ul><li>To loose unnecessary weight and to have a healthier body (Physiologic) </li></ul></ul><ul><ul><li>Without handling sophisticated and relatively unsafe gym equipment (Safety) </li></ul></ul>
  10. 10. 2. Needs, wants, expectations <ul><li>Needs: </li></ul><ul><ul><li>To have a better-looking body, to be more in-control of one’s self (self-esteem) </li></ul></ul><ul><ul><li>To have the ability reach his own maximum potential with a healthier self (Self-actualization) </li></ul></ul>
  11. 11. 2. Needs, wants, expectations <ul><li>Wants: to work-out at home, to loose weight, to look good, to spend less while enjoying physical exercise </li></ul><ul><li>Expectations: to look and feel better about one’s self, to be physiologically healthier, to be able to attract others with a better-looking body </li></ul>
  12. 12. To have the body that makes me achieve my full potential Need to be healthy Without using dangerous gym equipment To be more in-control of one’s self
  13. 13. 3a. The competitors <ul><li>Direct: Fitness games for the Nintendo Wii </li></ul><ul><li>Indirect: fitness centers and aerobics classes </li></ul><ul><li>Variables: place, price, time, entertainment while exercising </li></ul>
  14. 14. 3b. Competitive position map price vs. Convenience (place) FUN Your Shape Wii fitness games gyms Place Home Away from home
  15. 15. 3b. Competitive position map Your Shape for the XBOX 360 Wii fitness games Gyms Location At home At home At malls, stand-alone buildings Age range Teenagers and young adults Kids to teens Teenagers to adults Price Php 2500 Php 1500 Php 2400 per month, with additional php4000 per month for personal trainer Fun factor Enjoyable at home, has a game experience Enjoyable at home, has a game experience Less fun, in a more structured environment, only a TV for entertainment Requirements/limitations Kinect sensor - Php 6750, Xbox 360 – Php11,000-15,000 Wii balance board - Php 5000, nintendo wii – php16,000-18,000 Physical health limitations (injuries, limitations on weight lifting)
  16. 16. 4. The opportunity <ul><li>At present, fitness mainly revolves around the common practice of going to the gym or joining aerobics/running/swimming/boxing/etc clinics </li></ul><ul><li>Traditional fitness clubs/classes cost a lot! </li></ul>
  17. 17. 4. The opportunity <ul><li>People usually do not have spare time to travel to and from the gym </li></ul><ul><li>People are now looking for a new way of getting fit </li></ul><ul><ul><li>Can be done at home </li></ul></ul><ul><ul><li>Incorporates technology and fun into the work-out </li></ul></ul><ul><li>People are also looking for ways to exercise while spending less </li></ul>
  18. 18. 5a. Market Size: Nintendo Wii – Wii Fitness <ul><li>Not formally stated. </li></ul><ul><li>Nintendo probably has 30-50% market share for kids and teenagers, since the interface of this console appeals more towards the younger generation </li></ul>
  19. 19. 5b. YS: where do we stand? <ul><li>Not formally stated. </li></ul><ul><li>The market share of this would probably be 30% since the nintendo Wii and other gaming consoles are more popular than the XBOX 360 </li></ul>
  20. 20. The marketing mix strategy Part 2: Steps 6 to 10
  21. 21. 6a. Your Shape: Fitness Evolved
  22. 22. 6b. Your Shape – what is it? <ul><li>Exercise program made into a game – using the Xbox 360 and the Kinect sensor </li></ul><ul><li>Places the user in the game that allows you to track calories spent while enjoying playing with the console </li></ul>
  23. 23. 6b. Your Shape – what is it? <ul><li>Comes with an enjoyable interface and enjoyable game feel </li></ul><ul><li>Focuses on working out and burning calories by doing aerobic cardiovascular exercise </li></ul><ul><li>Can engage in exercise right at home in front of the TV </li></ul>
  24. 24. 7. Price <ul><li>The game is priced around Php2500 </li></ul><ul><ul><li>*Kinect sensor – Php6,750 </li></ul></ul><ul><ul><li>*Xbox360 – Php11,000-15,000 </li></ul></ul><ul><li>*no extra expenditures if already with these hardware </li></ul>
  25. 25. 8a. Promotions <ul><li>Print ads </li></ul><ul><li>Game expo launchings </li></ul><ul><li>Internet websites featuring product information and reviews </li></ul>
  26. 26. 8a. Promotions
  27. 27. 8a. Promotions
  28. 28. 8a. Promotions
  29. 29. 8b. Promotions – the competition
  30. 30. 8b. Promotions – the competition
  31. 31. 9. Place: <ul><li>The game is sold in various game retail stores, along with the XBOX360 console and the Kinect sensor in various malls </li></ul><ul><li>Can also be ordered online </li></ul><ul><li>It is marketed worldwide </li></ul>
  32. 32. 10. The winning strategy: NICHE <ul><li>This product is developed for the older teenagers and the young adults, which is the gap between the younger population and the adult population </li></ul>
  33. 33. 10. The winning strategy: NICHE <ul><li>By launching the game for the XBOX 360, this game was set to be more appealing to the said age group, thereby indicating a certain focus, a niche focus. </li></ul>
  34. 34. Summary
  35. 35. 5 Steps for part 1: PTM and Positioning <ul><li>Demographics: Class A,B, and C men who are gamers, fitness-oriented, who want to work out at home, and who are looking to have a better body </li></ul><ul><li>What they need: entertainment while exercising </li></ul><ul><li>Competitors: fitness centers, other gaming consoles that have active fitness games </li></ul>
  36. 36. 5 Steps for part 1: PTM and Positioning <ul><li>The gap: Some people do not have the time to go to the gym and workout; some just have enough time to work-out at home. Also, the “fun factor” is less when exercising at the gym </li></ul><ul><li>Market size: not indicated </li></ul>
  37. 37. 5 Steps for part 2: Marketing mix and Strategy <ul><li>Product: Your Shape: Fitness Evolved game for the XBOX 360 </li></ul><ul><li>Price: not indicated, most probably lower than a gym membership, probably comparable to games offered for the Nintendo Wii </li></ul>
  38. 38. 5 Steps for part 2: Marketing mix and Strategy <ul><li>Promo: Internet websites and print ads (esp. fitness, health, and gaming magazines) </li></ul><ul><li>Place: to be marketed world-wide </li></ul><ul><li>Generic winning strategy: </li></ul>
  39. 39. 10 Step Marketing Plan for Your Shape: Fitness Evolved Jesus Martin Generoso, Jr. Ateneo School of Medicine and Public Health January 16, 2011

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