Hi-Five Your Work Out

Liz Costa, Lily Chaleff, Juliet Tripaldi, Bess Couture & Olivia James

Presented by Liz

What is TRAX? Introduction of The TRAX Company Simplest way to keep track of work

outs!

Presented by Liz

Situation Analysis The Fitness Market

o 45.5 Million Health Club Memberso $19.1 Billion Industry

Presented by Liz

Situation Analysis Big Competitors

o Nike, Adidas, Puma & Under Armor• Nike & Adidas have large revenue.

o Closely examine the Nike+ product• 8.1% profit rise with their release.

Presented by Lily

Product Analysis Physical Product Description

o Orange bando Grey buttons• Scroll feature

o Environmentally-friendly rubber • Salt and water resistant

Product Analysis Comparable Testing

o Nike+o Online Work-Out Logso Digital Social Fitness Communitieso Heart Rate Monitors

Presented by Liz

Presented by Lily

Consumer Analysis Name Selection Rationale

o Play off of what it does – it TRAX!

Price Reasoningo $55/bracelet

Presented by Liz

Target Market Analysis Our Target Audience

o Womeno Age 16 – 59o Health Conscious, Organized & Efficient

Presented by Juliet

Problems & Recommendations Sample

Problem/Recommendationo Problem: TRAX is a new product that has

no commercial competitor. Its originality will make it difficult to introduce to the consumer market.

o Recommendation: Pump up many PR avenues such as social media and celebrity spokespeople.

Presented by Juliet

Opportunities & Recommendations Sample

Opportunity/Recommendationo Opportunity: Weight loss and healthy

lifestyles are both very popular topics right now.

o Recommendation: Advertising should focus on how TRAX aids in creating a better, healthier lifestyle. Incorporate that language in our ad campaigns.

Presented by Juliet

Marketing Objectives First Year

o To partner with 75 New England gyms.

Short Termo To increase sales by 5% every month for the

first six months.

Long Termo To become the leading national fitness tool/

regimen in the next five years.

Presented by Juliet

Marketing Strategies First Year

o Create/implement “Ambassadorship” for The TRAX San Diego Fitness Retreat.

Short Termo Give twenty free samples to prominent

bloggers/radio personalities.

Long Termo Create partnerships with Weight Watchers and

sponsor a season of The Biggest Loser.

Presented by Bess

Advertising Recommendations Important Considerations

o Value• I want to be healthy and active.

o Product Personality• Smart, healthy and in-control.

o Brand Essence• Use TRAX to track your workout; track your

success.

Presented by Bess

Advertising Recommendations Communication Objective

o To build awareness among our target audience…

Communication Strategyo To convince the target audience that TRAX is

unique and beneficial.

Unique Selling Pointo Gives users a comprehensive look at their

activity levels and offers improvements.

Presented by Olivia

Media Recommendations

Highlights

o Cable TV Ads• During primetime.

o Print Ads• Place ads in

women’s interest magazines.

o Radio• Stations that reach

our audience.

o Direct Marketing• Informational flyers.

o Internet• Official TRAX Website• Sell through other

fitness website• Side-bar ads on sites

visited by target audience

• Optimize visibility on Google (key words)

Marketing Materials

A Collection of the TRAX Advertising Materials

Presented by Lily

Cable TV Ad

Presented by Olivia

Print Ad

Presented by Olivia

Print Ad

Presented by Olivia

Print Ad

Presented by Olivia

Print Ad

Presented by Liz

Print Ad Created ambassadorship program in

conjunction with San Diego retreat.

Ambassador

Presented by Liz

Print Ad Informational flyers for gyms, Weight

Watchers and display locations.

Informational

Presented by Juliet

Radio Ad

Presented by Bess

Web Ad

Thank You!Liz Costa, Lily Chaleff, Juliet Tripaldi, Bess Couture & Olivia

James