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Marketing and Developing New Products project
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THE CATALYST ZACHARY BREAKSTONE, EARL DONALDSON,
ROSELY ANN MATEO, SHARON TAM
& XY ZIEMBA
THE CHALLENGE
People lose motivation and determination at the gym because they cannot accurately gauge or track their work out progress
THE CHALLENGE
• Gyms centers do not have an efficient tracking system
• Erroneous and dated record keeping methods
• Paper log system
THE CHALLENGE
• Fitness centers have trouble attracting and retaining members
• Endless search for new ways to compete with rival gyms
THE OPPORTUNITY The Catalyst is an innovative solution that works with personal trainers to help motivate gym members and build loyalty• Gym Driven Network
• Three Components: LCD touch screen with integrated bar code reader and website
WEBSITE Track Routine, Nutritional Intake and have
an online support system
MOBILE APPLICATION
INDUSTRY OVERVIEW
United States Gym and Exercise Equipment Manufacturing Industry
• Threat of New Entrants (Low)
• Bargaining Power of Consumers (Medium)
• Bargaining Power of Suppliers (Low)
• Threat of New Substitutes (Low)
• Competitors (Low)
CONSUMER ANALYSIS
Segment
• Chains (BSC NYSC PSC) • Good East coast network • Aim for exclusivity contract with TSI (iphone and ATT)
• (contingent on them agreeing to install catalyst in X amount of their gyms )
Target
• B-B low cost marketing • Fulfillment of bulk orders• Sustaining long relationships
Position
• Premium technologically advanced fitness tool
CUSTOMER ANALYSIS
Survey Key Insights
• 77% attend the gym• 53% satisfied with current gym routine • 68% would invest in a quality product to track routines
In Depth Interview Key Insights
• Product needs to work with the trainers• Lack of motivation is a big challenge
PERCEPTUAL MAPHIGH PRICE
LOW PRICE
PASSIVE MOTIVATIONAL
THE CATALYST
“Drives Action”
Customization
• Logo on machines
Distribution
• Sell manufactured goods directly to gym, fitness and health clubs
PRICE
PLACE
Business – to – Business sales strategy
• TSI (BSC) Local BSC Branch out to NYSC PSC
Using it as a test site, free installation to monitor how well the product does there
Boston Sports Club
• Focus on customer satisfaction + offering premium personal training services (in their mission statement)
• Local Wellesley Gym good for pilot program• Good east coast network
PROMOTION
Product that has “legs”
• Highly flexible product
Direct B-B marketing
• Email and Sales Leads
Health conference trade show promotions
• International Health Racquets, and Sports Club Association Trade Show
• Health and Fitness Business Expo
PERFORMANCE METRICS
How the Product Effects the Gyms
• Personal Trainer and Management Feedback (Satisfaction Surveys)
• Percentage Change in Member Retention and Attainment
• Frequency of equipment use
How Well we are Marketing the Product (Marketing effectiveness)
• Return on Marketing Investments • Revenue we generate over marketing activity/
marketing budget spend
Q&A
THANK YOU