Pop-USop Executive Summary

Potential target markets for this service would be in an inner city community that has a concentrated amount of middle/high school consumers with multiple athletic programs. Being in the inner city, potential consumers would typically resort to the emergency room, urgent care clinic, or a pediatrician.

Advertising plays a huge role in why people buy what they buy. This paper will discuss the different techniques used by brands in order to appeal to the intended group they are targeting. Some brands try to appeal to the most amount of people possible. However, some brands have a specific niche of people they try to appeal to. McDonalds is an example of a brand that tries to appeal to everyone. It has a general message that everyone can get behind, and they market it correctly. This is why they are one of the biggest brands in existence. However, Gymshark is a brand that tries to appeal to a specific niche of people. Their goal is to be the next Nike. They try to appeal to athletic people, who workout very often. Their products are similar to Nike, but they are specifically

The media deals directly with the organization through advertisements and commercials and has a strong influence on public opinion. This is why LA Fitness would like to ensure the various groups that are in the media and reached through

The overall aim of the project will be to create an online presence to showcase their products. The website will reduce advertising costs and also streamline the ordering process.

The website is designed uniquely to represent their brand, and is enjoyable and easy to use. (1)

Nationally, Orangetheory Fitness is the fastest growing fitness franchise, at least partially due to the innovative ideas it brings to fitness. In detail, Orangetheory Fitness locations in Ann Arbor and nationally are effective in communicating the brand to community members using social media among other tactics. The reason that this brand strategy works is because of the niche industry that Orangetheory Fitness is in: a specialized fitness development program that is beyond just a gym. While there are other fitness centers out there that follow a similar strategy, none of them have established a sense of community, that’s Orangetheory’s competitive advantage.

People can be recommended to wear work out attire in order to teach simple yet effective workouts that everyone could enjoy in their own homes, finding a way to make exercise fun and easy for busy families can influence the community to do it. It can be a large scale effort to get private companies to donate their time or money for the cause of healthier communities.

Lately, there have been issues of brand management on the internet. The new digital tools require a lot of adjustments at the executional stage. According to Chaffey (2000) Internet marketing success depends on the sites interactivity features. Also added that a brand’s presence online should be conceived in a way that is sympathetic to the technology and the environment. Many brands fail in the execution of different features resulting in customers’ needs and expectations not being met says Hewson and Coles (2001) The consumer still looks up to the luxury brands although the bond is presently being evolved beyond the existing “top-down” model. (Okonkowo, 2009) The percentage of online shoppers and the sales of luxury brands have been on a positive growth. In spite of the growth, it’s not clear that what drives the consumers to shop online and whether they would be interested in shopping if attractive online stores were introduced. Therefore, what factors affect consumers to shop online will be examined here. A framework is necessary to develop the complex system and determine these factors, influences and buying behaviors of the consumer. (Perea, 2004) Affluent consumers use the internet as their powerful source of information about the luxury products and it is necessary that they have an online presence.

O.P.E.N. involves on-demand, personal, engaging and networked. Open branding is a brand shifts its communication platform from traditional to innovative. This novel platform allows customers to share their thoughts and ideas directly on the marketer’s website. With the increase number of new technologies, customers are no longer interested in traditional market because the traditional market lacks communication with their customers and this results in lower consumer loyalty for a brand. Open branding strategy gives the traditional market an opportunity to improve their relationships with customers. Consumers want to engage more on market today, and they want their voice to be heard, so many brands shift their strategies to keep their paces in the digital era.

Sometimes it’s not so important that your product fits the exact needs of the segment you target; rather, it’s vital that customers perceive that you do, even if it’s not true. In order to achieve this, the proper amount of advertising and sending the appropriate message are both vital.

Asos’ has widely selection of products that are considered to be consumer products, classified as shopping products, due to their higher prices, selective distribution, less frequent purchases and more shopping effort. Their core product is the purchase of esteem as well as respect and recognition , in forms of clothing in a wide variety in an online hub, right at your fingertips. This makes them gain brand equity in form of differentiation, as Asos has the largest product assortment of different brands online . Asos also does a great job by gaining brand equity by offering relevant services in their augmented product and service mix in form of free

The brand seeks great opportunity to further develop the business, enhance product design as well as company’s brand image.

The bold eye-catching copy that pops out gives the athletic reader the immediate energy to get fit. This ad shows its dominance by occupying

The fitness industry is one that is rarely thought of as an electronic industry. However, in recent years, more and more fitness related smartphone applications including workout planners, calorie counters, support forums, and many more fitness centered resources have become available to the public. This big move from time sensitive face-to-face fitness instruction to convenient face-to-screen instruction has changed the way that the fitness industry operates. With the rising rollout of fitness apps geared toward the convenience of the user, fitness instructors, personal trainers, and the like have had to go to extreme measures in order to keep up with the rapidly changing digital fitness environment. This paper will outline the evolution of the fitness industry to illustrate its move from an entirely brick and mortar operation to a largely electronic industry. This paper will also discuss the reasons behind the switch and the pros and cons associated with each way of getting fit.

This essay examines Harley-Davidson's use of the Internet as a strategic marketing tool. Unlike their competitors' websites, Harley takes advantage of every online opportunity to build relationships with customers, promote their brand, and market Harley offerings. The Internet in particular is an effective promotion medium for Harley because it extends their efforts to market the company's products and services.