One Step Fitness was founded in 1975 and has since grown to become a leading brand in fitness equipment for both commercial and home use. The company aims to provide customers with high-quality machines that offer a complete full-body workout with ease and comfort. One Step Fitness believes its strategy of producing affordable, technologically advanced equipment will allow it to expand its business globally. The company's new "All-In-One Workout" machine is expected to increase sales by offering a more convenient full-body workout solution.
Lululemon is an athletic apparel brand founded in 1998 that focuses on yoga and athletic wear. It has faced challenges including quality issues with see-through leggings and negative comments from its founder. The document provides an analysis of Lululemon's brand background, strengths, weaknesses and recommendations to strengthen the brand. Strategic recommendations include maintaining a strong active leisure presence, distancing the brand from its founder, launching a shoe line, redefining its target market, and expanding lifestyle services.
The document analyzes the lululemon brand and its position in the sports fashion world. It discusses lululemon's marketing mix, target market, SWOT analysis, and strategic issues. Key points are that lululemon needs to revisit its value proposition, expand its product line to include plus sizes, sneakers, and international markets. It should also focus on product placement, create a loyalty program, and pursue celebrity endorsements.
The fitness industry has grown steadily since the 1970s. There were 16,938 fitness clubs at the start of the 2000s, growing to 29,636 by 2008, with 41 million American members. The global fitness industry will continue growing due to increased health awareness and government programs. While in-home workouts rose during economic downturns, health clubs remained competitive by innovating new exercise methods. The aging population and issue of childhood obesity present opportunities for fitness programs catered to these groups. Online training is also becoming more prevalent as gyms offer live-streamed and recorded workouts.
Lululemon was founded in 1998 in Vancouver, Canada and has grown to a $1.37 billion company by targeting women with disposable income through their line of yoga apparel. They have been able to grow despite issues like quality problems by being leaders in social media and creating brand ambassadors. Lululemon's biggest strength is their innovative fabrics and quality promise, but their largest weakness is their higher prices compared to competitors. Their marketing, products, and focus on quality have allowed Lululemon to compete successfully in the athletic apparel industry.
Future Group is a large Indian retail and supply chain conglomerate established in 1994. It operates various retail chains such as Big Bazaar and Food Bazaar. The group has diversified into consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, and retail media and logistics. Future Group employs over 35,000 people across its subsidiaries. The group has achieved several milestones and awards for its retail operations. It offers a wide range of private label brands across multiple product categories through its large retail footprint.
Lululemon was founded in 1998 to provide technical athletic clothing for yoga practitioners. It started as a market-driven business by fulfilling an unmet need. Over time, as it expanded to over 140 stores, it became less market-driven and more focused on sales. However, it remains aligned with its original target market of serious yoga practitioners, known as "yogis", by providing high-quality clothing designed for yoga and educating customers. This loyal tribe values Lululemon for the technical performance and community involvement of the brand.
The document summarizes a strategic plan for athletic apparel brand Lululemon. It outlines the company's strengths in quality, innovation, brand recognition and community focus. It then discusses strategic imperatives to expand into related categories like outerwear and accessories, leverage the brand across the customer lifecycle, and expand into niche markets through partnerships. The plan aims to achieve 30% annual growth over 10 years through these initiatives and maintaining a customer-centric approach.
The fitness equipment industry in India is growing rapidly at around 50% annually and is estimated to reach 63.3 billion rupees by 2012. The key segments are home equipment like treadmills and exercise bikes, and institutional equipment purchased by gyms and corporations. While lack of R&D and consumer confidence in domestic brands pose challenges, drivers of growth include increasing health awareness, demand from companies, and expansion of foreign fitness chains in India.
Lululemon is an athletic apparel brand founded in 1998 that focuses on yoga and athletic wear. It has faced challenges including quality issues with see-through leggings and negative comments from its founder. The document provides an analysis of Lululemon's brand background, strengths, weaknesses and recommendations to strengthen the brand. Strategic recommendations include maintaining a strong active leisure presence, distancing the brand from its founder, launching a shoe line, redefining its target market, and expanding lifestyle services.
The document analyzes the lululemon brand and its position in the sports fashion world. It discusses lululemon's marketing mix, target market, SWOT analysis, and strategic issues. Key points are that lululemon needs to revisit its value proposition, expand its product line to include plus sizes, sneakers, and international markets. It should also focus on product placement, create a loyalty program, and pursue celebrity endorsements.
The fitness industry has grown steadily since the 1970s. There were 16,938 fitness clubs at the start of the 2000s, growing to 29,636 by 2008, with 41 million American members. The global fitness industry will continue growing due to increased health awareness and government programs. While in-home workouts rose during economic downturns, health clubs remained competitive by innovating new exercise methods. The aging population and issue of childhood obesity present opportunities for fitness programs catered to these groups. Online training is also becoming more prevalent as gyms offer live-streamed and recorded workouts.
Lululemon was founded in 1998 in Vancouver, Canada and has grown to a $1.37 billion company by targeting women with disposable income through their line of yoga apparel. They have been able to grow despite issues like quality problems by being leaders in social media and creating brand ambassadors. Lululemon's biggest strength is their innovative fabrics and quality promise, but their largest weakness is their higher prices compared to competitors. Their marketing, products, and focus on quality have allowed Lululemon to compete successfully in the athletic apparel industry.
Future Group is a large Indian retail and supply chain conglomerate established in 1994. It operates various retail chains such as Big Bazaar and Food Bazaar. The group has diversified into consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, and retail media and logistics. Future Group employs over 35,000 people across its subsidiaries. The group has achieved several milestones and awards for its retail operations. It offers a wide range of private label brands across multiple product categories through its large retail footprint.
Lululemon was founded in 1998 to provide technical athletic clothing for yoga practitioners. It started as a market-driven business by fulfilling an unmet need. Over time, as it expanded to over 140 stores, it became less market-driven and more focused on sales. However, it remains aligned with its original target market of serious yoga practitioners, known as "yogis", by providing high-quality clothing designed for yoga and educating customers. This loyal tribe values Lululemon for the technical performance and community involvement of the brand.
The document summarizes a strategic plan for athletic apparel brand Lululemon. It outlines the company's strengths in quality, innovation, brand recognition and community focus. It then discusses strategic imperatives to expand into related categories like outerwear and accessories, leverage the brand across the customer lifecycle, and expand into niche markets through partnerships. The plan aims to achieve 30% annual growth over 10 years through these initiatives and maintaining a customer-centric approach.
The fitness equipment industry in India is growing rapidly at around 50% annually and is estimated to reach 63.3 billion rupees by 2012. The key segments are home equipment like treadmills and exercise bikes, and institutional equipment purchased by gyms and corporations. While lack of R&D and consumer confidence in domestic brands pose challenges, drivers of growth include increasing health awareness, demand from companies, and expansion of foreign fitness chains in India.
ProFitness will provide fitness programs and services at their facility in Kharghar, Navi Mumbai. They will offer affordable programs and equipment from reputable manufacturers. The business will target all age groups and segments of customers. ProFitness plans to establish itself as a leader in the fitness industry through strategic expansion and an initial public offering in the future.
Lululemon is an athletic apparel company that focuses on yoga clothing. The document proposes introducing Lululemon to the Japanese market by establishing brand ambassadors in local yoga studios to promote the brand through word-of-mouth. Print advertisements would run in fitness magazines targeting wealthy, educated women interested in health and wellness. Celebrities would endorse the brand to appeal to Japanese consumers, and the company website would be translated into Japanese to communicate the brand's values online. These tactics aim to raise awareness of Lululemon's sustainable practices and drive growth in Japan by December 2009 while respecting cultural preferences.
This document discusses how digital media influences perceptions of beauty and beauty purchases. Some key points made are that 82% of women feel social media shifts definitions of beauty, and 70% feel reassured by online reviews. Brand websites are influential for 15% of beauty buyers. Nearly 50% watch online videos before purchases. The document also discusses how Dove's "Selfie" campaign aimed to promote discussion of beauty and self-esteem on social media.
This document outlines a marketing plan for a new Android application called "Taste My Car" that aims to provide car maintenance, service, and repair services through a mobile app. It analyzes the market opportunity for such an app in India given the large number of vehicles. The plan discusses targeting all types of vehicle owners and outlining the app's features and services. It then discusses the implementation strategy, which includes establishing teams for development, marketing, and operations, and an timeline for rolling out the app.
Lululemon is a company that sells athletic apparel focused on yoga. It was founded in 1998 in Vancouver after the founder realized the growing popularity of yoga. Lululemon has expanded its product line beyond yoga wear to include other athletic clothing and accessories. The company focuses on high quality, technical fabrics and flattering fits. Lululemon's target market is women ages 25-35 who are educated professionals interested in health and wellness. The company relies on grassroots marketing through yoga instructors rather than traditional advertising.
Global Fitness Equipment Market (Type, User and Geography) Size, Global Trend...Allied Market Research
Fitness equipment comprise of all machines and monitoring devices required for numerous physical exercises. Fitness exercise’s help in overall weight management and in improving physical stamina along with developing muscular strength. Moreover, physical exercises are also advised during certain medical treatments.
Gymnut is a social fitness marketplace app that connects personal trainers with individuals looking to improve their fitness. The app allows trainers to sell customized workout and diet plans, offer monthly training subscriptions, and endorse products. Gymnut takes a 15% cut of all transactions on the platform. Since launching its beta version, Gymnut has signed up over 200 trainers and 500 users, with the trainer network having a combined social media following of over 1 million. The company is seeking $700k in seed funding to further develop the platform and grow its user and trainer base.
Database Marketing Initiative for Lululemon AthleticaRahul Borthakur
A database marketing initiative for Lululemon Athletica that could be implemented to increase customer retention and profitability.
Project included in-depth study of Situation and Target Market Analysis for Lululemon Athletica. Development of Objectives and Strategy of the Retention Program, Tactical and Database Requirements, Lifetime Value (LTV) Estimates, Capital Requirements and Measurement process.
Lululemon is a brand known for high-quality yoga apparel. It differentiates itself by focusing on women and cultivating a sense of community in its stores. The brand has expanded beyond yoga to include other athletic apparel but could better segment its brand architecture. Lululemon uses high-performance fabrics and emphasizes function, style, and customer service. It positions itself as a luxury activewear brand and communicates its brand through elements like its logo and reusable shopping bags promoting wellness messages. The brand relies more on interactive marketing like in-store classes than traditional advertising.
Lululemon is a retailer known for high quality yoga and athletic wear. Founded in 1998, Lululemon aims to inspire healthy living through clothing and community programs. The company has experienced strong financial growth, with revenue increasing to over $450 million in 2010. Lululemon focuses on sustainability and social responsibility through environmentally-friendly practices, community donations, and public health programs. As the athletic clothing market grows, Lululemon competes through a tailored education of its products and online support tools to help customers meet their fitness goals.
Lululemon is a designer and retailer of athletic apparel that has expanded to over 200 stores internationally. It has experienced strong revenue and profit growth in recent years. The document provides an overview of Lululemon's current state, strategy, mission, vision, objectives, corporate governance, external environment, customers, competitors, resources, and strategic alternatives. Financial analysis and projections are also included.
This document outlines a proposed advertising campaign for Lululemon. It includes an executive summary, situational analysis of the target market and competitors, proposed campaign objectives, and two campaign concepts - "Storytelling" and "Self Awareness". It also includes competitor analyses, details of a selected campaign called "When Life Gives You Lululemon", storyboards, ads, and metrics for evaluating the campaign's success.
Marketing plan final 1 stroopts fitness club Huong Hip
This document provides a marketing plan for Stroops Fitness Club. It includes an executive summary that outlines Stroops' services and target market of adults aged 20-30 from middle-income two-parent families. It then performs a SWOT analysis comparing Stroops to competitors Gold's Gym and Performax Gyms. Stroops' strengths are its affordable prices and personalized atmosphere while manufacturing unique equipment. The plan sets goals to better advertise, educate staff, and increase memberships by 20% through strategies like radio advertising, mailers, and bundle packages. It estimates a budget and plans outcome evaluations to assess the plan's success.
This report summarizes the internship of Mustafa Rafid at ACI Limited, focusing on analyzing consumer behavior of Savlon brand products. As part of the consumer brands team, Rafid conducted consumer surveys to understand perceptions of Savlon compared to competitors. He segmented consumers by demographics and collected feedback on products. The findings from the surveys were then used to assess Savlon's position in antiseptic and personal care categories. Suggestions were provided to help strengthen the brand going forward. The internship provided Rafid hands-on experience in market research and an opportunity to apply concepts of consumer behavior analysis.
- Nike aims to launch a new mobile app called Nike Xtreme to counter competitors and expand its consumer base.
- The free app would provide personalized training plans, access to experts, competitions and social sharing to motivate fitness.
- A premium version may offer extra services and integrate with Nike's digital wallet for discounts.
- Success requires strategic marketing, technical excellence, collaborations and legal compliance to protect Nike's brand.
Lululemon is looking to expand its marketing strategy internationally and to target men in the US market more. Its current sales are 93% from North America.
The strategy involves promoting Lululemon's yoga lifestyle abroad through sponsoring yoga classes and experiences to spread by word of mouth. In the US, targeted campaigns would promote Lululemon to men.
Success will be measured by the number of people reached and resulting sales from sponsored yoga classes, social media promotions in China, and targeted Amazon ads.
CureFit is an Indian health and fitness company that offers both digital and offline experiences across fitness, nutrition, and mental well-being. It was founded in 2016 in Bangalore and has four verticals: Cult.Fit gyms, Eat.Fit healthy food offerings, Mind.Fit for mental wellness, and Care.Fit diagnostic centers. The Cult.Fit brand focuses on functional training classes like kickboxing and HIIT that are led by trainers and use technology to track users' workouts. Customers view Cult.Fit positively for its engaging group classes in multiple formats, complimentary access to workout communities, and state-of-the-art fitness centers.
This document provides a market research project report on Lululemon Athletica Inc. conducted by a group of 4 members. It includes an executive summary on Lululemon's brand and issues it has faced since 2013 related to quality, CEO comments, and stock drops. The report analyzes Lululemon's brand, history, customer profile, sales review using a SWOT analysis. It then defines the problems of declining quality and high prices based on social media comments collected from Twitter, Facebook, Reddit, YouTube and Social Mention. The report focuses its research on improving Lululemon's brand image and quality.
The document summarizes a new fitness app called Lifestyler that aims to provide personalized training and nutrition plans at an affordable price by using advanced algorithms. It discusses the problems with current fitness apps and the opportunity in the market. Lifestyler's system can generate highly individual plans on par with a personal trainer and covers a wide range of fitness goals. The founders have fitness industry experience and plans are in place to expand the team and features of the app.
- The document discusses a marketing plan for a new wearable fitness tracker called Omega 1 produced by Olivo Healthcare.
- The plan outlines the company mission to empower consumers to lead healthier lives through an affordable, high-tech fitness tracker.
- Key elements of the plan include market segmentation targeting health-conscious individuals, distribution through both direct and indirect channels, and a marketing strategy utilizing advertising, pricing, and the 7Ps framework.
ProFitness will provide fitness programs and services at their facility in Kharghar, Navi Mumbai. They will offer affordable programs and equipment from reputable manufacturers. The business will target all age groups and segments of customers. ProFitness plans to establish itself as a leader in the fitness industry through strategic expansion and an initial public offering in the future.
Lululemon is an athletic apparel company that focuses on yoga clothing. The document proposes introducing Lululemon to the Japanese market by establishing brand ambassadors in local yoga studios to promote the brand through word-of-mouth. Print advertisements would run in fitness magazines targeting wealthy, educated women interested in health and wellness. Celebrities would endorse the brand to appeal to Japanese consumers, and the company website would be translated into Japanese to communicate the brand's values online. These tactics aim to raise awareness of Lululemon's sustainable practices and drive growth in Japan by December 2009 while respecting cultural preferences.
This document discusses how digital media influences perceptions of beauty and beauty purchases. Some key points made are that 82% of women feel social media shifts definitions of beauty, and 70% feel reassured by online reviews. Brand websites are influential for 15% of beauty buyers. Nearly 50% watch online videos before purchases. The document also discusses how Dove's "Selfie" campaign aimed to promote discussion of beauty and self-esteem on social media.
This document outlines a marketing plan for a new Android application called "Taste My Car" that aims to provide car maintenance, service, and repair services through a mobile app. It analyzes the market opportunity for such an app in India given the large number of vehicles. The plan discusses targeting all types of vehicle owners and outlining the app's features and services. It then discusses the implementation strategy, which includes establishing teams for development, marketing, and operations, and an timeline for rolling out the app.
Lululemon is a company that sells athletic apparel focused on yoga. It was founded in 1998 in Vancouver after the founder realized the growing popularity of yoga. Lululemon has expanded its product line beyond yoga wear to include other athletic clothing and accessories. The company focuses on high quality, technical fabrics and flattering fits. Lululemon's target market is women ages 25-35 who are educated professionals interested in health and wellness. The company relies on grassroots marketing through yoga instructors rather than traditional advertising.
Global Fitness Equipment Market (Type, User and Geography) Size, Global Trend...Allied Market Research
Fitness equipment comprise of all machines and monitoring devices required for numerous physical exercises. Fitness exercise’s help in overall weight management and in improving physical stamina along with developing muscular strength. Moreover, physical exercises are also advised during certain medical treatments.
Gymnut is a social fitness marketplace app that connects personal trainers with individuals looking to improve their fitness. The app allows trainers to sell customized workout and diet plans, offer monthly training subscriptions, and endorse products. Gymnut takes a 15% cut of all transactions on the platform. Since launching its beta version, Gymnut has signed up over 200 trainers and 500 users, with the trainer network having a combined social media following of over 1 million. The company is seeking $700k in seed funding to further develop the platform and grow its user and trainer base.
Database Marketing Initiative for Lululemon AthleticaRahul Borthakur
A database marketing initiative for Lululemon Athletica that could be implemented to increase customer retention and profitability.
Project included in-depth study of Situation and Target Market Analysis for Lululemon Athletica. Development of Objectives and Strategy of the Retention Program, Tactical and Database Requirements, Lifetime Value (LTV) Estimates, Capital Requirements and Measurement process.
Lululemon is a brand known for high-quality yoga apparel. It differentiates itself by focusing on women and cultivating a sense of community in its stores. The brand has expanded beyond yoga to include other athletic apparel but could better segment its brand architecture. Lululemon uses high-performance fabrics and emphasizes function, style, and customer service. It positions itself as a luxury activewear brand and communicates its brand through elements like its logo and reusable shopping bags promoting wellness messages. The brand relies more on interactive marketing like in-store classes than traditional advertising.
Lululemon is a retailer known for high quality yoga and athletic wear. Founded in 1998, Lululemon aims to inspire healthy living through clothing and community programs. The company has experienced strong financial growth, with revenue increasing to over $450 million in 2010. Lululemon focuses on sustainability and social responsibility through environmentally-friendly practices, community donations, and public health programs. As the athletic clothing market grows, Lululemon competes through a tailored education of its products and online support tools to help customers meet their fitness goals.
Lululemon is a designer and retailer of athletic apparel that has expanded to over 200 stores internationally. It has experienced strong revenue and profit growth in recent years. The document provides an overview of Lululemon's current state, strategy, mission, vision, objectives, corporate governance, external environment, customers, competitors, resources, and strategic alternatives. Financial analysis and projections are also included.
This document outlines a proposed advertising campaign for Lululemon. It includes an executive summary, situational analysis of the target market and competitors, proposed campaign objectives, and two campaign concepts - "Storytelling" and "Self Awareness". It also includes competitor analyses, details of a selected campaign called "When Life Gives You Lululemon", storyboards, ads, and metrics for evaluating the campaign's success.
Marketing plan final 1 stroopts fitness club Huong Hip
This document provides a marketing plan for Stroops Fitness Club. It includes an executive summary that outlines Stroops' services and target market of adults aged 20-30 from middle-income two-parent families. It then performs a SWOT analysis comparing Stroops to competitors Gold's Gym and Performax Gyms. Stroops' strengths are its affordable prices and personalized atmosphere while manufacturing unique equipment. The plan sets goals to better advertise, educate staff, and increase memberships by 20% through strategies like radio advertising, mailers, and bundle packages. It estimates a budget and plans outcome evaluations to assess the plan's success.
This report summarizes the internship of Mustafa Rafid at ACI Limited, focusing on analyzing consumer behavior of Savlon brand products. As part of the consumer brands team, Rafid conducted consumer surveys to understand perceptions of Savlon compared to competitors. He segmented consumers by demographics and collected feedback on products. The findings from the surveys were then used to assess Savlon's position in antiseptic and personal care categories. Suggestions were provided to help strengthen the brand going forward. The internship provided Rafid hands-on experience in market research and an opportunity to apply concepts of consumer behavior analysis.
- Nike aims to launch a new mobile app called Nike Xtreme to counter competitors and expand its consumer base.
- The free app would provide personalized training plans, access to experts, competitions and social sharing to motivate fitness.
- A premium version may offer extra services and integrate with Nike's digital wallet for discounts.
- Success requires strategic marketing, technical excellence, collaborations and legal compliance to protect Nike's brand.
Lululemon is looking to expand its marketing strategy internationally and to target men in the US market more. Its current sales are 93% from North America.
The strategy involves promoting Lululemon's yoga lifestyle abroad through sponsoring yoga classes and experiences to spread by word of mouth. In the US, targeted campaigns would promote Lululemon to men.
Success will be measured by the number of people reached and resulting sales from sponsored yoga classes, social media promotions in China, and targeted Amazon ads.
CureFit is an Indian health and fitness company that offers both digital and offline experiences across fitness, nutrition, and mental well-being. It was founded in 2016 in Bangalore and has four verticals: Cult.Fit gyms, Eat.Fit healthy food offerings, Mind.Fit for mental wellness, and Care.Fit diagnostic centers. The Cult.Fit brand focuses on functional training classes like kickboxing and HIIT that are led by trainers and use technology to track users' workouts. Customers view Cult.Fit positively for its engaging group classes in multiple formats, complimentary access to workout communities, and state-of-the-art fitness centers.
This document provides a market research project report on Lululemon Athletica Inc. conducted by a group of 4 members. It includes an executive summary on Lululemon's brand and issues it has faced since 2013 related to quality, CEO comments, and stock drops. The report analyzes Lululemon's brand, history, customer profile, sales review using a SWOT analysis. It then defines the problems of declining quality and high prices based on social media comments collected from Twitter, Facebook, Reddit, YouTube and Social Mention. The report focuses its research on improving Lululemon's brand image and quality.
The document summarizes a new fitness app called Lifestyler that aims to provide personalized training and nutrition plans at an affordable price by using advanced algorithms. It discusses the problems with current fitness apps and the opportunity in the market. Lifestyler's system can generate highly individual plans on par with a personal trainer and covers a wide range of fitness goals. The founders have fitness industry experience and plans are in place to expand the team and features of the app.
- The document discusses a marketing plan for a new wearable fitness tracker called Omega 1 produced by Olivo Healthcare.
- The plan outlines the company mission to empower consumers to lead healthier lives through an affordable, high-tech fitness tracker.
- Key elements of the plan include market segmentation targeting health-conscious individuals, distribution through both direct and indirect channels, and a marketing strategy utilizing advertising, pricing, and the 7Ps framework.
The document discusses the history and growth of the fitness industry from the 1970s to present day, noting that membership in fitness centers rose significantly from the 1990s through the 2000s as exercise became increasingly popular. It then outlines some of the current trends in the industry, including steady continued growth driven by health awareness, innovation in fitness classes and solutions, and the use of technology in fitness programs and membership services. The conclusion reiterates that competition will remain high in the industry as consumer preferences and the latest health and fitness trends continue to evolve rapidly.
Fitness People is an online health and fitness directory that allows users to search for gyms, personal trainers, and other fitness services. It provides marketing benefits to businesses by giving them a profile page to promote their services and receive customer inquiries. Key features include search functionality, business listings with details like contact info and reviews, social media integration, and email newsletters. The proposal suggests that Fitness People can help fitness businesses effectively market themselves and generate more customer leads.
The document proposes developing an all-in-one Android fitness app called HealthGuru that provides daily nutrition guidance, workout sessions, and personalized health advice. It aims to target the 1.6 billion Android users and compete with top fitness apps by offering additional features like video chat sessions, equipment rentals, and psychiatrist consultations in its paid version. The document outlines tactics like using social media influencers and app store listings to promote the free version and generate initial revenue from ads. It provides goals of 40,000 subscribers within 6-8 months and revenue projections from the free and paid user base.
The document provides an overview of the proposed Fiterobic startup project. Key points:
- Fiterobic is a fitness and health platform that aims to help users achieve fitness goals through simple lifestyle changes based on science.
- The business model canvas outlines revenue streams like subscriptions, fee-for-service, and bundling of products. Prototypes are being developed for mobile and desktop sites.
- A tentative budget of 3.5 lakhs is allocated across various activities like product development, marketing, and operations. Recommendations include increasing spending on key activities and outsourcing development.
The document summarizes the business plan for an app called PassenYou that provides customized fitness and dietary services. It analyzes the competitive landscape and identifies competitors that offer similar workout apps. The business aims to attract customers seeking a perfect body type by offering personalized exercise routines, dietary charts, and expert advice. Its value proposition is customized services to help customers achieve their desired physique.
The document summarizes The Exercise Coach franchise opportunity. It provides an overview of the proven fitness concept which caters to busy baby boomers through small private studio locations. Franchisees benefit from low overhead, a supportive branded system, training and ongoing support. The market opportunity is large as most people do not regularly exercise, and baby boomers are the fastest growing affluent demographic seeking to stay active into their later years.
Published for Stephens Bryan O'Rourke published this analysis in August of 2015 and explores why the boutique fitness studio phenomenon has taken hold.
The document discusses the foam roller market and opportunities for innovation. It introduces the Vinchay Roller, which offers adjustable rings to target different muscle groups. Competitors' products lack health benefits. The target market is individuals participating in high-intensity workouts like CrossFit that cause soreness. Marketing objectives are to gain exposure, build brand awareness, meet sales quotas, and establish an online community. The marketing mix includes a $100 price point and promotion through events, ads, and social media.
Flateel is a new footwear company that has developed an innovative shoe that can convert between a heel and flat. The shoe aims to provide women with the dual benefit of heels and flats in a single pair of shoes. The marketing plan outlines objectives to increase sales and market share over the next three years through targeted marketing strategies. Financial forecasts project double digit revenue growth and profitability by year two as the unique product gains brand awareness in the market. The plan identifies establishing brand awareness as a key issue to address given Flateel is a new product.
- GymCrowd is a mobile web app that tracks gym crowding in real-time and historically to help users optimize their workouts by avoiding crowded times.
- The target market is the large and growing number of gym members aged 18-54 in the US, estimated to be over 31 million currently.
- The app will launch at colleges in California and expand nationwide, addressing a significant problem for busy gymgoers by allowing them to maximize their workouts efficiently.
The document is a 19-page proposal to convert the company's basement into an on-site workout facility/gym. It provides an executive summary, research conducted on the benefits of on-site gyms, preliminary plans and designs, cost estimates, and recommendations for moving forward with the project. The proposal argues that an on-site gym would improve employee health, productivity, and morale while also providing tax benefits for the company.
Open Innovation - The Customer as a development partnerVincent Aydin
The internet has redefined the relationship between firms and their customers. Customers are able and willing to take part in
development processes: They voice their opinion
about products that are about to be released to
the market, bring in new ideas, test prototypes and
promote new innovation via social networks. How do you take advantage of this?
Running Head: Marketing Plan 1
Marketing Plan 6
Shaunta’ R. Armstrong
BUS599 Strategic Management
Week 4 Marketing PlanApril 29, 2015Dr. Veronica Brown-Corbin
Target market
The Body Right energy drink will target a number of individuals in the society. However, the company’s product is an energy drink that is specifically designed for athletes and other sportsmen who need a lot of energy while exercising or playing. The product targets both males and females but works best on males aged between 14-30years. Our product is also recommended for students both high school and university, who require extra energy in their course work or waking up after a night out with friends. It is especially designed for athletes and other sportsmen since it replenishes their bodies with carbohydrates and electrolytes before and after a powerful body activity (Powerbrands.us, 2015).
The Body Right energy drink is designed to operate under three stages namely Reform, Prime, and Recover. The first phase reform is meant to refuel, rehydrate, and replenish lost carbohydrates and electrolytes during a sprint or a game. It helps the body regain the energy lost therefore making the athlete able to prepare for the next day’s activity without any issues. The second phase prime, acts as a fuel for all athletes every day and is designed for use after intensive exercise to provide energy and performance fuel. The final phase of the energy drink is the recovery phase that is recommended for athletes who not actively exercising or nursing an injury (Powerbrands.us, 2015).
The Body Right company has also designed an energy drink for the rest of the population, and this will make the target demographic of this product broad and extensive due to product popularity and appeal. Reviewing the population status of the Hispanic population in California, they can build an excellent market base for the company’s product.
Hispanic population in California 2014Hispanic population ages
population
(‘000)
B
percentage of Users
D
Index
Rank within category
14-30
15489
18.6
123
1
30-54
22568
30.4
114
2
Students aged 14-35
76898
57.3
109
1
Competition
The company is set face stiff competition from well-established companies such as Red Bull and Monster. They are the two leading companies in the United States and also in the world in terms of energy drink production. The company will capitalize on the major weaknesses of our competitors to penetrate the market. Our product being a new entrant in the market will introduce its brand in a three in one design. That is, the product will be available in three phases for our key target customers. This will ensure that the product is available in all the phases of their activity (Powerbrands.us, 2015).
Our company has specified the type of energy drink the athlete is supposed to use before, during, and after a race or a game. Most competitors have specialized in only one product. For example, a competitor like Red Bul.
The fitness industry in the Philippines is still growing due to stress and unhealthy lifestyles leading to health issues like obesity and diabetes. There are several trends in the industry for 2010 including an aging population seeking fitness programs, a rise in childhood obesity, increased social networking and home fitness, and more educated fitness professionals. A comparative study found that purchasing home gym equipment may be cheaper than gym memberships in the long run, though group classes are motivating. Based on this, Slimmer's World is concluded to be the best affordable option compared to other gyms.
1. One Step Fitness
100 Main Street⎥ Philadelphia, PA 19120⎥ 610.467.1465
onestepfitness@onestepfitness.com
http://www.onestepfitness.com
Table of Contents
1. Executive Summary
2. Company Description
One Step Fitness was founded in 1975 in Appleton Wisconsin with the mission of
creating equipment that would provide customers with the best workout for the best price and
experience. Since our humble beginnings we have grown to include both domestic and
commercial equipment designed to train the human body with ease and comfort while achieving
maximum fitness.
Our national organization is now one of leading brands and has been selected as the
preferred equipment in many health clubs and gyms, including planet fitness, world gym, and
several universities. Though our size has grown we still aim to please and provide you with the
best workout for the best price and experience. The high quality of the machine has gained
acceptance from these gyms. One Step Fitness hopes to extend its range of products to
manufacture a single machine that will provide a complete maximum workout for the whole
body with ease and comfort.
One Step Fitness believes that the high quality and affordable strategy will be successful
and allow our company to extend from a national to global scale.
3. Strategic Focus
This section covers three aspects of corporate strategy that influence the marketing plan:
(1) the mission, (2) goals, and (3) core competency/sustainable competitive advantage of One
Step Fitness.
Mission
This company's mission is to help make the United States society more in shape than ever
before. With tools like the "One Step Fitness" it is easier than ever to get people that don't spend
a lot of time working out or watching their weight to get in the gym because it is so easy. The
goal is to continue to create more machines that make working out easier for the people that
aren't fans of looking weak on the bench press or that can't lift a lot of weight. With more tools
coming in like the "One Step Fitness", the end result will be much greater. This company wants
to achieve what every other chain wants and that is to be the best seller! With more people
2. joining every day, this goal is becoming more of a reality as time goes by. Most importantly
though, the company wants to be known as the most community friendly fitness company by
going out into neighborhoods and getting people to work out at their gyms rather than hang out
in the streets. This could be a great way to help kids stay out of trouble and get involved with
something bigger than themselves.
Company Goals
For the first year of its business, One Step Fitness hopes to achieve the following goals:
• Non-financial Goals
1. To find a market that will buy our new product and people that want to live healthier
lives.
2. To be the name brand of health clubs and gyms.
• Financial Goals
1. To obtain growth earrings in what we sell.
2. To make a profit after our expenses are deducted from revenue.
Core Competencies and Sustainable Competitive Advantage
One Step Fitness strives to produce the most complete workout machines in the
competitive market. Given our use of the most updated technology accessible, our products are
of the highest quality. We carefully test each product to eliminate potential computer failures (ex.
glitches), and mechanical failures insuring a complete customer experience that brings loyalty
and commitment to our cause. To ensure the satisfaction of consumers, we even provide
certification training to personal trainers giving them the knowledge base in which to best meet
our customers needs. Our products, coupled with our certification program, provide strength and
endurance development that cannot be matched by any of our competitors. To convert these core
competencies into sustainable competitive advantage, our company will continue to welcome
feedback from trainers and customers, as well as continue experimentation to improve materials
and resources throughout the production process.
4. Situational Analysis
This situation analysis starts with a snapshot of the current environment in which One
Step Fitness finds itself by providing a brief SWOT (strengths, weaknesses, opportunities,
threats) analysis. After this overview, the analysis probes ever-finer levels of detail: industry,
competitors, company, and consumers.
SWOT Analysis
Figure 1 shows the internal and external facts that affect the market opportunities of One
Step Fitness. This SWOT analysis highlights the efforts that will be taken as the company puts its
first machines on the market.
3. Figure 1. SWOT Analysis for One Step Fitness
Internal Factors Strengths Weaknesses
Management
Newly educated, college graduates
with specified marketing and business
degrees
Small management can make it
difficult to expand in such a large
market
Offerings
Unique, high-quality, reasonably
priced machines
Companies offer lower-priced
machines without consumers
knowing they're lower-quality
Marketing
Marketing pieces distributed in many
places where the “ideal consumer”
would frequent
Marketing pieces distributed on a
local basis not a wide range of
locations
Personnel
Newly educated college graduates
means that we are using modern
techniques
Newly educated college graduates
do not have the experience that
veterans have
Finances
Starting out new, many people
invested and financed our prototypes
Starting out new means that we are
unsure if we are going to have a
gain or loss from our starting
investments
Manufacturing
Only hired suppliers that ensure high
quality
Lack the experience with
manufacturers that other
companies have
R&D
Hope to ensure high-quality products
to new consumers; personal trainers
on sight to test products
Lack of “veteran” expertise
because the company is built of
new employees
External Factors Opportunities Threats
Consumer/Social
Health and lifestyle are a “fad” in
society today and is a very stable
market, home gyms are a rapidly-
growing market for a wealthy society,
membership gyms are constantly
looking for new machines to set them
apart from other membership gyms
Families who have limited access
to membership gym and other
health/lifestyle places will not see
the marketing pieces that are
distributed, consumers are often
drawn to more commonly known
and heard brand names
Competitive
Unique name and design in the
market
More well-known companies can
make a machine with a similar
concept
Technological
Newly educated college graduates are
up-to-date on new technology
breakthroughs that enable the
machines to be state of the art
Other companies many be hiring
technology educated college
graduates who specialize in
breakthrough technology
Economic
Most consumers interested in health
and lifestyle are able to afford high-
priced, quality equipment
Consumers who can afford high-
priced, quality equipment already
own machines
4. When referring to One Step Fitness, there are many strengths, weaknesses, opportunities,
and threats. One Step Fitness has taken great strides in creating a workout machine that is simple
enough for people to use whether they have never worked out or work out quite often. One Step
Fitness is ideal for people who just want something that is easy to use and can work out much
more than one part of their body at a time. With machines like this, people all over are working
out more and getting done quicker with a much more efficient workout. With this machine
becoming so useful and easy to use, it is now leaps and bounds ahead of its competition in sales
of other machines. This is creating so many opportunities for people. The weakness of this
machine is for people that enjoy doing different activities in a lengthy workout. In other words,
this machine is made for building strength, not endurance. Another weakness would be if people
choose to use this machine at the gym; the popularity of the machine might be so great that a
wait time would prevent people from being able to use it. The only threat that this machine
provides is that it might take the business of other workout machines. One Step Fitness could be
the new thing to use not only at your local gym but also in the basement of your home, as a home
gym.
Industry Analysis
According to Partnership Capital Growth, consumers are going to the gym to work out
more rather then working out at home. The reason that consumers go to the gym more is due to
most people not having room for exercise equipment. In 2009, the latest year for which data is
available, there are over 45 million gym memberships in the U.S. and more then 120 million
worldwide. The number of consumers that go to the gym increases by 6.8% every year. From
2009 to 2013 sales of fitness equipment has gone from 970 million to 1,257 million, which is a
287 million dollar increase just in the U.S.
In addition to One Step Fitness, there are several other gym equipment providers that
consumers are choosing to purchase from. According to National Consumer Reports, Bowflex is
providing 27 percent of all home and commercial equipment in the fitness industry. Consumers
are steadily choosing Bowflex’s Max Trainer equipment for it’s unique guaranteed full body
workout in a fourteen-minute period. Customers are attracted by the speed in which they can get
in a full workout. According to the Bureau of Labor Statistics American Time Use Survey, the
average working American ages 25 to 54 had approximately 2.6 hours of time to devote to sport
or leisure activities on a daily basis.
Key Competitors
Workout machines have made close to one billion dollars annually. There are many
different consumers who buy these products including: membership gyms, personal trainers,
individuals, hotels, businesses, etc. Many of these consumers look at which product has the best
to offer in regards to the price and quality of the machine. Some of these consumers also do not
need all of the workout machines that are out there and available, which makes for more
competitors. The machines tend to fall into two different categories: total body coverage and
specific body part coverage. Both of these different types of machines get sold evenly at a fifty-
fifty rate. One of the main disadvantages to our dominant product, the all-in-one body workout,
5. is that not all of our consumers need that. Some of our major companies only want a specific
body part machine, instead of the all-in-one. While we are competitively priced on all of our
machines, our main focus is the all-in-one machine. In recent studies, One Step Fitness was rated
number 17 amongst its competitors, for specific body part machines. Using the new All-In-One
Workout, One Step Fitness hopes to gain higher ratings.
Company Analysis
One Step Fitness was founded by young college graduates in 2012. We provide
customers equipment to help them get in shape and stay in shape. One Step Fitness is a company
that provides customers with the best workout equipment. We specialize in health clubs and
gyms worldwide. When creating our machines, we have on sight professional trainers who
advise us on the importance of being fit and the muscles that need to be active in order to get in
shape.
We have a new product called All-In-One-Workout that would make life easier for people
that do not enjoy going to the gym. Our goal is to make our consumers workouts more enjoyable
and succeed in selling our product. This product is expected to increase our sales. Our company
strives to give consumers ease of mind when getting in shape and to market our product to the
best of our ability.
Customer Analysis
One Step Fitness provides workout equipment to consumers representing a broad range
of backgrounds. It focuses on consumers who want a change in their life. This product will not
only be sold to individual consumers but also in bulk for any fitness gyms. The demographics for
our consumers range from people who can afford our machine at home to consumers who have
gym memberships where as machines are supplied. Our product benefits the health of our
consumers because they use our products to better their lifestyle and to workout their body in
order to obtain a healthy physique. Our consumers want to make a positive change in their lives
for a better, healthier lifestyle.
5. Product-Market Focus
Marketing and Product Objectives
One Step Fitness’ marketing goal is to take the upper hand of its brand potential while
building a foundation from which other revenue sources can be taken both in and out of the
fitness equipment business. Products will be taken to the next level and reach maximum output
levels to create a competitive lead for rival companies to follow. These are detailed in four areas
below:
• Current Markets. Current markets will be grown by expanding the variety of machines we
will make, such as machines that will be designed for just women and just men. In addition,
increasing customer satisfaction will grow same-store sales. By getting feedback, One Step
Fitness will start to create a more consumer friendly product and will get the best shipping
for its customers.
6. • New Markets: At the end of our five year marketing and objective plan, One Step Fitness
will be a major supplier of the top five major gyms and preferred equipment in home gyms.
On top of this, we will have branched internationally and be supplying to three countries.
• Gym Service. Gyms service sales will include gyms buying our female friendly machines
and machines that are friendlier to men. Sales are expected to increase by 1.8 million by the
end of the year and increase by 3.4 million by the end of the second year.
• New Products: Innovations will be made in the technology department in year one that will
give the new-product development departments in the second year a cutting advantage. The
new-product department will be able to create new equipment specific to the needs of the
targeted markets by year two and three.
Target Markets
When it comes to primary target markets for the One Step Fitness, the company might
look more towards the households with a salary of $70,000 per year. These households will most
likely contain an average of one to three people. The reason for this is because the people that
tend to make a little more money than most usually have more of a desire to stay in shape. Also
if someone with a family of five or six owned the One Step Fitness, there would be very little
time for the person to come home from work and have a certain time that they want to workout.
Most people that constantly stay in shape are the ones that do not have much responsibility other
than their occupation and girlfriend/boyfriend. If there are extra commitments involved such as
children, most people tend to shy away from working out because of certain priorities. Overall,
the target market will be the households with one to three people and also the younger audience
because they tend to have more energy, desire, and motivation. The older population would also
want to purchase this but not nearly as high of a percentage.
Points of Difference
When we think of product differentiation, we think of different ways a company, like One
Step Fitness, would use a certain type of marketing mix of its products to differentiate itself from
its main competitors. This strategy also allows One Step Fitness to stand out in the market.
There are many different ways to achieve “One Step Fitness” product differentiation.
• A product can be differentiated on the form
• Different features applied to this product
• Style majorly separates a specific product from others
• High quality. We use the best equipment around and we use the most updated technology.
• Test product. The safety of our customers is important. We test each product to eliminate
potential computer failure to ensure that our customers are safe.
• Certification Training. One Step Fitness provides certification training to our personal
trainers. We want to make sure that they are knowledgeable of our product.
7. Positioning
For customers desiring a better self-image and a body to match, One Step Fitness is the
company providing superior machines designed around our all-in-one philosophy! Our all-in-one
machines are crafted from the most elite materials in the market, carefully shaped by our fitness
gurus into a machine to change your life. At One Step Fitness, we pride ourselves on providing
the only true all-in-one workout machine that is both transformational as well as safe for the
community to use.