Download - Trax Presentation FINAL
Hi-Five Your Work OutLiz 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 Marketo 45.5 Million Health Club Memberso $19.1 Billion Industry
Presented by Liz
Situation Analysis
Big Competitorso 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 Descriptiono Orange bando Grey buttons
• Scroll featureo Environmentally-friendly rubber
• Salt and water resistant
Product Analysis
Comparable Testingo Nike+o Online Work-Out Logso Digital Social Fitness Communitieso Heart Rate Monitors
Presented by Liz
Presented by Lily
Consumer Analysis
Name Selection Rationaleo Play off of what it does – it TRAX!
Price Reasoningo $55/bracelet
Presented by Liz
Target Market Analysis
Our Target Audienceo 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 Yearo 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 Yearo 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 Considerationso 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 Objectiveo 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 MaterialsA 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