Sit Up Bar Case Study

As the world’s population becomes increasingly aware of the importance of maintaining good health through fitness and nutrition, new products have inundated these industries. While there are a plethora of products, services, and programs to choose from, there is one product that has yet to be perfected: the single person’s sit-up bar. This product will not only enable a person to do proper sit-ups without the help of another person, but it will also allow users to do reverse sit-ups. Similar products have been introduced to the market but are either not conducive to proper form or are extremely costly. Though there is some competition, by forming the proper marketing strategy involving the strategic planning process, market segmenting, target

While each of the market segments mentioned above will be considered while marketing, the primary audience the sit-up bar will be focusing on is women ages 25 through 50. Since aging women have taken an interest in retaining their youth through fitness, this target market is ideal for consideration (McKechnie, Grant, Korepina, & Sadykova, 2007). Also, the results of a gender study examining exercise patterns in women under the age of 50 showed that they tend to consider exercise as a way to control weight (McKechnie, Grant, Korepina, & Sadykova, 2007). Since the single person’s sit-up bar has the ability to be adjusted, and also contour to various body shapes, it can suit any user. This brings us to our final, and very important, step in the marketing strategy: product

Understanding consumer perceptions of the single person’s sit-up bar will be crucial in its success since consumer brand perceptions affect how a product is managed, evaluated, and chosen (McCarthy & Oakenfull, 2014). Consumer perception is therefore crucial in understanding the products brand differentiation and positioning (McCarthy & Oakenfull, 2014). In order to complete the positioning we will utilize the “points-of parity” and “points-of-difference” theory (McCarthy & Oakenfull, 2014). Under this concept, the product will be grouped together by “points-of parity” with competitor’s products that have similar benefits or features. On the other hand, “points-of-difference” are what benefits set the single person’s sit-up bar apart from its competitors (McCarthy & Oakenfull, 2014). The “points-of-parity” the single person’s sit-up bar shares with other manufacturer’s sit-up bars include the fact that it can be mounted to a wall and that it enables the user to complete sit-ups without assistance. The “points-of-difference” the single person’s sit-up bar has from its competitors include that it can be adjusted to fit anyone, it can be adjusted to complete reverse sit-ups, it is contoured and cushioned with foam in order to provide a secure and comfortable grip for its user, and it can be mounted to various