Product Branding
Brand Promise A brand promise is clear statement and vision of what the brand delivers to its customers. Consumers will find and use a brand product if there is an expectation of experiencing the values the brand promises to deliver (Punjaisri, Wilson, & Evanschitzky, 2008). However, failing to deliver on the brand promise will adversely affect consumer relationship in terms of trust and commitment (Punjaisri et al., 2008). Seeking to create the best brand experience, Fitbit’s brand promise and vision, is “[t]o empower and inspire you to live a healthier, more active life. We design products and experiences that fit seamlessly into your life so you can achieve your health and fitness goals, whatever they may be” (Fitbit,
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Offering personal activity tracking, Fitbit wearables give users greater insight into achieving their peak performance. To ensure all stakeholders understand the fundamental element of the Fitbit brand, they offer various products and biofeedback to help one reach their fitness goals. Knowing that a brand promise is more than the product and brand, Fitbit creates a customer connection using user accounts, social media campaigns, and influences user behavior with motivational goals and social integrations (Alwi & Ismail, 2013). Fitbit engages employees with to generate positive employee influence and interaction with the brand and their consumers (Punjaisri et al., 2008). With the goal of attracting and retaining their target market, Fitbit delivers theirs promise to promote a healthier, more active …show more content…
With future revenue potentially reaching $53.2 billion by 2019, rival companies have developed comparable products (Juniper Research, 2014). Garmin, Nike, Jawbone, Polar, and Mio have created similar personal wearable fitness products to enter and compete in this market. These products such as the Garmin Vivofit, Nike SportWatch, Jawbone UP4, Polar Loop 2, and Mio Fuse fitness devices have similar step tracking, heart rate monitoring, and other biofeedback technologies. These products also share comparable prices to attract first time, potential, and regular user to win their market shares. Each firms market their product’s points-of-differences in comparison with Fitbit products in their attempt to achieve relevancy and deliver consistency with consumers. Points-of-parity between the similar products are the common associations in each device by offering various degrees of real-time reporting of steps counted, heart rate tracking, calories expended, and global positioning system (GPS) tracking to fit user needs. With future revenues predicted to reach $53 billion, firms want to capture market shares by driving brand awareness to increase consumer revenue. Fitbit and competing products deliberately target the market segment of consumers who are physically active, comfortable with technology, and use social media. In addition, each of the
Market Analysis Summary The global sports and fitness clothing market is expected to soon reach over $125 billion dollars (PR Newswire, 2015, June 26) and individuals across the U.S. are becoming more active (Institute for Health Metric and Evaluation, 2013, Jul 10). The breadth of the overall market covers many subsets of products and consumer groups. Target segment. There are two primary segments in the market; sports apparel and fitness clothing.
Companies like Under Armour and Nike are investing a lot of money in big data wearables. This line of products allows consumers to track their physical performance throughout their day or throughout their workouts. Under Armour provides their consumers with bigger company’s like
In the past, races were identified by the imposition of discrete boundaries upon continuous and often discordant biological variation. The concept of race is therefore a historical construct and not one that provides either valid classification or an explanatory process. Popular everyday awareness of race is transmitted from generation to generation through cultural learning. Attributing race to an individual or a population amounts to applying a social and cultural label that lacks scientific consensus and supporting data. While anthropologists continue to study how and why humans vary biologically, it is apparent that human populations differ from one another much less than do populations in other species because we use our cultural, rather than our physical differences to aid us in adapting to various environments.
Since 1998, Lululemon has transformed the way people dress to workout. Through innovative products and technical athletic fabrics, a brand was created to provide clothing for workouts such as yoga, running and cycling. Lululemon opened its first store in Vancouver in 2000 with the plan to have the store be a community hub for people to learn and discuss their physical fitness and overall health goals. As Lululemon was more than a store to provide products for consumers, their goal was to influence every person who walked into the store. A basic criterion for investment is Lululemon’s mission to create components for people to live longer, healthier, fun lives. All Lululemon locations maintain strong relationships with local communities and host in-store events such as complimentary yoga classes and goal-setting workshops.
Instead of trying to persuade customers to buy what the LA Fitness has already produced, the marketing department has decided to produce a product for families not just individuals. The corporation has decided to do this through research. Consumer needs and wants became the firm's primary focus. This consumer-orientated marke...
Broadly speaking, race is seen or is assumed to be a biologically driven set of boundaries that group and categorize people according to phenotypical similarities (e.g. skin color) (Pinderhughes, 1989; Root, 1998). The categorical classification of race can be traced back to the 16th century Linnaen system of human “races” where each race was believed to be of a distinct type or subspecies that included separate gene pools (Omi & Winant, 1994; Spickard, 1992; Smedley & Smedley, 2005). Race in the U.S. initially began as a general categorizing term, interchangeable with such terms as “type” or “species”. Over time, race began to morph into a term specifically referring to groups of people living in North America (i.e. European “Whites”, Native American “Indians”, and African “Negroes”). Race represented a new way to illustrate human difference as well as a way to socially structure society (Smedley & Smedley, 2005).
To expand brand awareness, brand loyalty, and the appeal of its products the company implements a grassroots community-based marketing strategy. The company selects ambassadors that are local fitness professionals to proliferate word-of-mouth marketing among their students (Thompson, 2014, p.C86). Lululemon additionally engages social media, sponsors local athletic, fitness, and philanthropic events, and positions a community events bulletin board and chalkboards in its stores. The bulletin board displays announcements of future activities, presents fitness education and brochures, and promotes neighboring ambassadors’ yoga studios and fitness centers, while the dressing room chalkboards provide an outlet for customers to rely their comments (Thompson, 2014, p.C86). Lululemon’s yoga ambassadors lead a class every four to six weeks; whereas local professional yoga instructors conduct weekly classes at their local Lululemon location as the retail stores allocate the rearrangement of merchandising displays to provide ample floor space. These retail stores reflect the appearance of a simple, neighborhood boutique as they are situated in street locations, shopping centers, lifestyle centers, and malls as a means of integrating into the community (Thompson, 2014, p.C82). This is enhanced
Black, Tamara. 2008. Exercise and Fitness in a U.S. Commercial Gym.Ann Arbor, Mich.: University Microfilms International.
For this assignment, I decided to observe a fitness center (gym) setting and break the “workout equipment is not a toy” norm. I conducted my observations at my local Anytime Fitness center that I actually frequent. Ironically, I missed my normal workout time that morning and decided to go later in the day. This worked out perfect for the observation because I arrived at around 5:00 pm, the busiest time for the establishment.
In reviewing the case of New Balance Athletic Shoe, Inc. it is clear that there are a few major problems that the company is facing. First of all, New Balance falls behind its other major competitors, Nike, Adidas and Reebok, in the area of marketing. Unlike its competitors, New Balance does not undertake celebrity endorsements. This puts them at a disadvantage when it comes to brand building. This also causes the company to lose out somewhat on gaining awareness on a global scale as it lacks endorsements in major sporting events. Most global brand names generate strong brand recognition through celebrity endorsements in sporting events that would give them the needed momentum to carry their brand name further into the global market.
THESIS: Scientists and other intellectuals recognize the modern concept of "race" as an artificial category that developed over the past five centuries due to encounters with non-European people. Even though people still attempt to organize humans into categories according to their race, these categories have been shown to have no scientific basis.
According to Heath and Heath (2008), consumers seem to have a mistrust of marketing resulting in a disconnection between the agenda of brand managers and consumer interests. This mistrust lies with the consumer view that marketers are pushing for “excessive consumption” rather than really understanding attitudes and perceptions that lead to satisfying the needs and wants of consumers (Heath & Heath, 2008). Today, consumers are opposed to push strategies, and prefer making decisions about brands more independently. Hipperson (2010) has found that companies may have to “change from delivering push communications to creating pull interactions” (p. 263). This reflects the importance of listening to what consumers are demanding and then implementing strategies that will satisfy this ...
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
For my Senior Colloquium, I plan to evaluate and analyze Nike “Just Do It” campaign launched in 1988. The campaign is one of the top two taglines of the 20th century with it being both “universal and intensely personal” (“Nike, Inc.”). Nike mission is to bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete according to Nike. Nike does more than just make gear for athletes; as a company, Nike believes in the power of human potential. This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be discovered and some persuasive theories that can be useful to the Nike advertising campaign will be identified and explained as well. Afterwards think about these theories, the particular arguments of the campaign will be legitimate.
Nike is a very large brand, due to its size its target consumer is usually very broad. The brand motto is “Just Do It” which is meant to target ordinary people, showing that anyone can be an athlete and encourage health. This links it back to the Health Conscious City Dwellers as some of them do not necessarily exercise regularly but the NikeFuel bracelet makes exercise a part of the consumer’s everyday activities. Nike is usually associated with achievers, they endorse elite athletes in order to reinforce this ideal but also utilize the idea that it is possible for anyone to achieve greatness with the right amount of work. The NikeFuel’s slogan is “Motivation on your wrist”, sticking with Nike’s ideals of always encouraging