Submitted By:

Shalini Khutliwala

Hemangi Parkeria

Devdeep Daruka

Agenda

About Fitz Marketing Communications Business Case Web 2.0 Strategy

About Fitz

Fitz In-house brand of Texperts India Pvt. Ltd. Established in 2007 Portrayed as fitness & lifestyle brand for

men Retail presence in –

Spencer’sReliance MartBharti Retail’s EasydayGitanjali’s MayaNational Handloom Corporation

Target Group

Target Group:Age group of 20-35 yearsSEC groups: B1, B2, CStudents & professionalsIndividuals who are health conscious &

inclined towards fitness

Fitz – Sub-brandsFitz@ Zero degree Fitz@ Action

Leisure wear Fabric used for sweat

control & better stretch ability

Sports wear Uses light, breathable

fabric

Products

Fitz@Zero Degree Fitz@Action

T-shirts Sweatshirt Bermuda Capri Tracks Bags Shoes Watches

T-shirts Shorts Tracks Bags

Marketing communications

Physical Marketing

AdvertisingPrint mediaMinimal outdoor advertising

In-store PromotionsContests conducted in retail storesDiscounts & promotional offers

Gym tie-upStalls during transformation program in

Gold’s Gym

Digital Marketing

Online partnersHomeshop18.comRediff.com

Facebook PageFrequent product updatesCalorie meterBMI calculator

YouTube videos

Fitz Studio

Company’s website provides both Fitz & Solemio

Customers can buy products online Customer support helpline provided Products have not been displayed

adequately on the website

Business case

Fitz Fitz is a fitness & lifestyle brand for men,

mainly in middle-class segment. Indian brand with international outlook The brand has not involved itself into

aggressive advertising Mostly below the line (BTL) marketing

activities Facebook page has high no. of likes as

compared to competitors but not much activity on page

Result of Marketing Activities Low Consumer Awareness Minimal Online Presence The marketing budget of Fitz is very low

because of this the level of consumer awareness is low and they have minimal online presence

Web 2.0 Strategies

Facebook Page Short-term

Upload links & news about upcoming fitness related activities

Mention about the tie-ups with various gyms & other associations

Frequent update about promotional activities in various retail stores

Facebook ads that redirect to facebook page contests or polls to increase customer participation

Ask for feedback on current product offerings

Facebook Page

Long-termLink various fitness-related websites & Fitz

websites to facebook pageInteract with communities that have potential

customers or have common interests as Fitz customers

Ask for suggestions on desired productsFacebook Ads analysis can be used to

identify the common interest of the customers

Fitz Website

Short-termLink all Fitz activities to the websiteSegregate the brands & sub-brands for ease

of customers

Long-termEmbed youtube videos & blogs

Twitter Page

Connect to various fitness or health communities to identify potential customers

Engage these customers through redirecting them to the website or facebook page.