Marketing Case Study Explain What You Think Essay

Excerpt from Essay :

Marketing Case Study

Explain what you think would be an appropriate promotions strategy for both of them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.










More than one billion adults worldwide are overweight. In the United States alone obesity is responsible for an estimated 300,000 deaths annually. What's interesting is that nearly all of these deaths are preventable through proper exercise and nutrition. As such, fitness is a very contentious issue plaguing many of the developed nations worldwide. Statistics indicate that nearly 33% of all Americas are obese. This bodes very well in regards to marketing as 1 in 3 Americans could use the fitness and exercise related services. The strategy in regards to both women, and black women aged 18-30, will center primarily are confidence. More so than outwardly appearance, the strategy will focus on the confidence a new look instills within the overall mindset of women. The strategy for both segments will encourage and inspire individuals to achieve the highest levels of health and conditioning. A subcomponent of the strategy will be that of education. The marketing campaign, particularly for African-American women, will educate potential clients to better understand the balance between exercise and nutrition. Black women are prone to many complications that other women of differing ethnic backgrounds are not prone to. For example, sickle cell anemia has a very high prevalence within the African-American community. As such the strategy for these women will differ substantially as the focus will be geared towards education. In addition to sickle cell, the strategy will also focus are issues such as high blood pressure, and high cholesterol levels of African-American women. By appealing to their overall health and longevity, the marketing campaign will be more personalized to appeal to the needs of a particular demographic. This segmentation of the African America market is a result of two distinct categories. One in regards to women is that of the health conscious individuals. This group comprises the 33% of individuals who are obese and need personal health services. The other and often more lucrative segment are those who are already active and are in pursuit of challenges. These individuals of African America women are sports oriented and desire challenge. The strategy to target this segment hinges primarily on our ability to present a compelling value proposition (Joshi, 2005). Our positioning with this segment would be that of challenge. The strategy will focus on a lofty and difficult goal to obtain and the subsequent feeling that one garners through its completion. The message would be catered to establish a sense of dedication and hard work. Through this messaging the strategy will attract loyal and often determined clients to the fitness arena.

In regards to the women segment overall, the strategy will focus primarily on the confidence and attractiveness. Women, particularly those in developed nations, take much pride in their outwardly appearance. As such, the strategy will create two distinct segments focused on appearance and confidence. The appearance segment would be more lucrative as appearances constantly change. Age, stress, marriage, and environment all contribute to the outwardly appearance of women. As such, this exterior look is often in a state of flux. Due to the constantly changing dynamic of looks, the attractiveness segment will always be in the market for new methods is which to maintain their desired looks. Therefore, the positioning of the product…

Sources Used in Document:


1. Swarming the shelves: How shops can exploit people's herd mentality to increase sales." The Economist. 2006-11-11. p. 79-90.

2. Kotler, Armstrong, Philip, Gary. Principles of Marketing. (2011)Pearson education.

3. Joshi, Rakesh, (2005) International Marketing, Oxford University Press, New Delhi and New York ISBN 0-19-567123-6

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