Marketing Plan Health Exercise product
MuscleStretch Marketing Plan December 9, 2003 Table of Contents I. ... Marketing Strategies 11 VIII. ... Garcia, have a combined 35-year history in the exercise and fitness industry as commercial equipment developers and designers, Certified Personal Trainers and Yoga instructors. ... It continues to be sold commercially to health clubs and gymnasiums. ... has placed their equipment in therapist offices and commercial health clubs. ... It is a moderately priced, portable (as it can be stored in the desk, glove box or locker), light -weight device for the health conscious individuals. This is a new product for this company. ... Major aspects of the plan The initial target is sales of 13,000 units in the first year, providing a return on investments of 16% in the first year. ... Production will be handled internationally and product dissemination will occur through the existing US based distribution channel to contain costs and shipping time. ... The latter also targets clients with injuries and disabilities who require regular stretching, and health conscious individuals looking to make a New Year’s resolution regarding their physical well being. ... This product will be marketed through Mall demonstrations, print, television and radio ads. Offering the product at this time gains a share of the seasonal fitness market. ... Gyms and health clubs can also provide them as membership incentives. ... There is an extensive number of exercise / fitness products in the market, but only a few with the capabilities of MuscleStretch. ... Along with offering individual and group classes in a local gym or private homes, the company offers annual health vacations in relaxing locations in Bali and Mexico that include yoga, healthy foods, relaxation and travel. ... Happy and Healthy developed a gymnasium-sized stretch machine 10 years ago, which was sold to large gyms and health clubs. ... Their newest product MuscleStretch was conceptualized because clients loved the results and wanted a more portable way to complete their stretching regularly. ... As a small, growing company, Happy and Healthy recognizes the need for a marketing plan to assist them in utilizing their limited marketing budget to its maximum potential. ... Situation Analysis/Problem Statement Current Market Situation The health and fitness industry consists of many segments and marketing channels. Health and fitness products are sold privately, through direct marketing, retail stores and specialty stores. ... The effort to understand how to promote more active lifestyles is of great importance to the health of the nation. Manufacturers of fitness equipment produce a multitude of items for use in health clubs or gyms and in a smaller scale, the home. Health clubs provide a variety of sectorized (variable weight selections) machines, free weights, services and classes that engage the fitness enthusiast. Commercial health clubs promote the use of their individual facilities through the sale of memberships. ... The elderly have been encouraged to walk and exercise to improve their quality of life. ... Despite common knowledge that exercise is helpful, more than 60 percent of American adults are not regularly active, and 25 percent of the adult population is not active at all (Center for Disease Control, 1999). Unfortunately, although may people have enthusiastically embarked on vigorous exercise programs at one time or another, most do not sustain their participation. ... With this interest in health and fitness also comes the need to balance a fitness program with work and family life. ... Some commercial health clubs allow for members to use their memberships at other locations or franchises. ... Although the focus is on health as a lifestyle choice it is understood that consumer interest may be seasonal. ... Market Research On review of the present health and fitness market there are no other stretching devices on the market with a measurement component. ... It is anticipated that the health and fitness industry will embrace this product and facilitate its introduction into the market through health symposium, demonstrations and retail sales. ... Our product does. ... This product when used seven minutes or less daily will aid in increasing mortality. The SF Bay area has over 40 health and fitness clubs providing an array of services marketing to residents in the area. ... The health and fitness businesses that have stretch classes or instruction on Yoga would be likely competitors for the product.