Marketing Strategy for “The Portable Personal Trainer” Essay
Marketing Strategy for “The Portable Personal Trainer”
Americans are becoming more and more concerned with their weight, their health, and their body image. According to the National Health and Nutrition Examination Survey (conducted by the U.S. Department of Health), “About one-third of adults in the United States are overweight, and 32.2 percent are obese.” Along those same lines, “The major barriers most people face when trying to increase physical activity are time, access to convenient facilities, and safe environments in which to be active.” More importantly, a new standard of fitness has been set that includes toned arms, washboard abs and tight buttocks. For this reason, I will market a product that will allow the user to concentrate on one problem area at a time from the convenience of home. In 1998, Americans spent approximately $5.5 billion on home exercise equipment. This product will be called the “Portable Personal Trainer”.
Each trainer kit will be targeted towards women and packaged in a bright pink gym bag. Priced at $49.99 (the deluxe kit will sell for $89.99), the bag will contain tools for toning one of three specific areas: abdomen, arms or glutes/thighs. The product will target women because they are
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Ø Be concerned about their weight;
Ø Compare themselves to other women who are leaner and more fit;
Ø Have little extra time to go to the gym;
Ø Be unable to afford a personal trainer;
Ø Look for an easy solution rather than a detailed long-term plan.
The products will capitalize on the body image concerns that the majority of women have. Any new fitness product needs to be different from anything else in order to stand out. For instance, most fitness sections of stores have dumbbells, workout videos and all of the latest workout toys (arm bands, yoga mat, and exercise ball). What makes this different is that they will be packaged together and accompanied by a video that will showcase the correct way to use them. The three products are as follows:
Ab-Blaster: Tighten and tone your midsection with our “Back to Abs” video. The video includes three separate workouts, each lasting 20 minutes. Use the exercise ball and weighted wristbands to tighten your tummy and slim your waist. As an added bonus, you will receive our 7-day Ab-Blaster nutrition guide, vitamin supplements and our 1-liter pink foam covered water bottle.
Bicep/Tricep-Boost: Tone and built up your arms with this combination of free weights, exercise band and wristband weights. The video will show you how to get the most from your biceps and triceps. The easy-to-follow nutritional guide will will show you the right combination of carbohydrates and proteins to consume. Enjoy our Strawberry Protein shake in our 1-liter pink foam covered water bottle.
Booty-Shaper: Give your derriere an impressive shape using our ankle weights, exercise mat and 1-hour “Butt Blast” video. The video includes several different workouts to tone your glutes, hips and thighs. You will also receive a nutritional guide, water bottle and multivitamins.
Deluxe kit: Includes all three workouts, all of the supplements, and an additional
cardio video workout.
The marketing environment is large and diverse: if one-third of American adults are overweight and slightly more are obese, then the target market includes approximately fifty million adults. The marketing strategy will be designed to introduce the product in the month of May in order to capitalize on those individuals who want to get ready for summer. This product will be available at all retailers who carry fitness equipment, with a special emphasis on Target and Wal-Mart. The consumers who shop at these stores are more likely to have children and not enough time or money to hire a personal trainer. The kit is portable and all items fit in the bag in order to allow the user to work out with a friend, use it on vacation, or on break at work.
The target customer is a woman in her 30’s and up who leads a busy life, possibly has children, and doesn’t have the time or the money to go to the gym on a regular basis or to hire a personal trainer. She needs a system that she can use at home at her convenience, which is why each video is broken up into 20 minute segments (excluding warm-up). This woman knows what parts of her body she needs to work on and she might not want a video that includes abs, thighs and other body parts – she would like to spot-tone one
part at a time. This woman has probably tried different plans in the past and was not successful with any of them. The other target customer is one who is worried about brittle bones and osteoporosis. A 2003 study published in The Journal of Physical Education, Recreation & Dance, showed that strength training (using weights to build muscle) may delay osteoporosis.
Product: The product is the “Portable Personal Trainer” which will allow the user to
tone and sculpt specific body parts. The myth is always that spot training is
ineffective, but the truth is that one can concentrate on a single area and make
noticeable improvements. These workouts need to be accompanied by 20
minutes of cardio, and the videos will include that. Each kit is a complete
workout plan and includes a video and diet tips. The products are included in a
pink, feminine-looking gym bag and the deluxe workout includes the parts of
all three separate workouts. The products will be easy to use and of high-
quality to ensure that they last. The bag is not only functional (there will be
extra room in the bag), but it will look nice and women will not mind carrying
it in public. The dumbbells will be pink and weigh five pounds each.
Place: The Trainer will first be made available in large, metropolitan areas, such as
Los Angeles, then based on success will expand to include smaller towns and
any city that has a Target or a Wal-Mart, which would be the ideal retail
environment (along with any other stores that sell fitness equipment.
Promotion: The Trainer will enter the market in early May, accompanied by print ads,
television commercials, infomercials, and in-store displays in which the
customer can try it out. A television will be set up with the display, playing
the three workout videos. We will seek a cross promotion that will include
coupons for established products or corporations, such as Slim-Fast or the
Weight Watchers program. We will seek to get an endorsement from a
popular workout guru, such as Jillian Michaels or Bob Harper from NBC’s
“The Biggest Loser”.
Price: The individual kits will be priced at $49.99. This will be high enough to
establish it as a premium product, but much lower than the cost of a personal
trainer, or purchasing weights, videos, gym bag and supplements separately.
The deluxe kit, including all three programs, will be priced at $89.99. The
goal is for customers to buy one kit and then come back for the second and
third (the total price would be closer to $150).
Once the consumer has evaluated and purchased one or more of the personal training kits, she will be more likely to come back for more products (if she likes this one). The second stage will involve offering weights in increments up to 20 pounds each, videos that feature more difficult workouts, and a line of vitamin and exercise supplements.
In conclusion, the market of home workout equipment is large and there is always more room for a new innovative idea that is packaged and marketed effectively.
For Celebs and Non-Celebs. (2000, September). Ebony, 55, 78.
Strength-Training Delays Osteoporosis. (2003). JOPERD–The Journal of Physical Education, Recreation & Dance, 74(4), 8+.
(2006 Oct 6). WIN: Statistics. Retrieved October 31, 2006, from Weight Control Information Network Web site: http://win.niddk.nih.gov/statistics/index.htm