Marketing Plan

Industry Trends & Analysis

• Online workout options & online meal plans

• Pre-packaged foods with auto-delivery options

• Effective workouts that show results quickly

• Easy access to gym facilities with flexible hours

• Variety of workout types (cardio, yoga, aerobics, weights, machines, etc.)

• Dance-based workouts (Zumba)

• Pick-your-own-plan flexible rates

• Free trials

Competitiors

• MyFitnessPal

• SparkPeople

• Curves

• Apps

Competitive Analysis

• Target Market: Curves

• Content: SparkPeople

• Email: SparkPeople

• App: MyFitnessPal

• Social Community: MyFitnessPal

Competitive Advantage

• Live video chats with Dolvett Quince

• No advertising. Cleaner UI/UX

• Underserved market (women 50+ lbs.)

• Urgent market (health concerns)

Target MarketDemographic

• Gender: Women (92.5% Female)

• Age: 46 (Average & median birth year is 1968)

• Current Weight: 211 lbs. (median 203 lbs.)

• Goal Weight: 151.6 lbs. (sample size of 592)

• Weight Loss: 59.1 lbs (median 50 lbs.)

• Nationwide (skewed to South & Illinois)

• Fans of the television show

• Reason: Looking to “feel good” & be “healthy”

Target MarketPsychographic

• The mindset of women who join Biggest Loser Club is a desire to change their lifestyle and lose weight. The TV Show set expectations that weight loss is a “journey”. Many women have busy schedules and don’t have the time to work out at a gym. The Club allows its members to workout on their schedule, which is especially ideal for working women or busy mothers. They choose the Club because it’s a unified solution with proven results and support from a community and celebrity trainers.

Mission Statement“Our goal is to create healthy & active daily routines in order to make health a priority in women. We will provide the tools to achieve success, but also form a community that seeks to motivate and establish accountability for it’s members in order to be successful”

Our Promise“Our commitment to our members is if you use the tools and follow the program, you will lose weight and achieve your weight goals. You'll learn all the key lessons from The Biggest Loser ranch, just like contestants do on the show which empowers you to change your life in the comfort of your own home at your own schedule.”

Overall Marketing Goals• Increase Views

• Increase Conversion Rates

• Increase New Memberships

• Increase Renewal Membership

• Create Brand Ambassadors

Measurement & Timing: Within one year

Market StrategiesNew Market Development

• To attract new customers, the Club should focus on the next weight loss range of 20-40lbs. As members become successful in the program, they need to be assured the Club has a program designed for them.

• Maintain the same target market, but expand beyond the scope of the television show(Credibility to convert, as opposed to brand recognition)

Market StrategiesMarket Penetration

• The Club could create new promotions for longtime members through loyalty programs; offer continued membership discounts or incentives for customers to show appreciation. The value of the reward would correspond to the customer's loyalty level (i.e. how long they have been a member).

• Lead nurturing campaigns focused on building interest & establishing trust, over time, through email ‘drip’ campaigns & newsletter communication

• ‘Invite-a-Friend’ Program

Market StrategiesNew Products

• The Club should create level-based programs to provide members with achievable goals to encourage member success to increase retention rates & reiterate the ‘personalized’ solution the Club provides.

• Bootcamp “Advanced”

Product MessagingCore Products

Classic Club Bootcamp

Product MessagingCore Products

Classic Club

• 1lb per week

• 6-week program

• Workout with trainers

• Food & Exercise Tracker

• Meal plans

• Community

Bootcamp

• 1.5 lb per week

• 8-week program

• Everything in Club, plus…

• Live video chats

• Personalized emails

• Video mantras

Product MessagingValue-Added Products

• Blog

• Newsletters with tips, news & advice

• Video recipe tutorials

• Podcast (workout, motivation)

• Podcast (Video chat recording)

• Printable workout-routines

• App*

Product MessagingHow are products customized, personalized, or individualized?

• Members can get personalized advice from trainers and other members in the community forums at any time of day or night. Bootcamp members also get real-time video chats weekly for additional support and motivation.

• Members choose the dietary restrictions to meet their specific needs for customized meal plans.

• Members weight, BMI, height, age and goals are all considered in creating their individualized workout plans to achieve success.*

Product MessagingReliability:

• The Biggest Loser Club offers a full-service weight loss program that provides the results consumers desire. The exercises, meal plans and motivational strategies are proven techniques used by the trainers on the hit-television show, The Biggest Loser.

Responsiveness:

• The Club is available anytime a member needs it, making it ideal for the working professional and busy parents.

Assurance:

• Success stories from contestants on the TV show and members of the Biggest Loser Club assures results from the program exercises and meal plans when used.

Empathy:

• The Biggest Loser Club provides consumers attention to their particular needs and lifestyles to improve their overall health and well-being by

Positioning• For women 45+ years old looking to lose 45+ lbs. and change their

lifestyle.

• Who are dissatisfied with current weight loss programs aimed at ‘quick-fixes’ to lose ~10 lbs.

• Our product is a ‘personalized’ solution focused on long-term success and changing lifestyles

• That provides (key problem solving capability) a unified solution for women 30, 40, 50+ lbs. overweight

• Unlike (competitive differentiation) competitors who focus on short-term gains to lose 10-15 lbs.

• We have a program designed for women to lose 30-50 lbs. over time that includes personalized exercises, meal plans, tracking, real-time support, community involvement, motivation and accountability.

Pricing StrategyPricing options should be available to all socioeconomic consumers in the target market.

Classic Club:

• Pricing: $13.33/month

Bootcamp:

• Pricing: $49.50/month

Customer ServiceCollaboration between customer service & marketing:

• For Content Creation Ideas

• For a Deeper Understanding of Buyer Personas

• For Setting Customer Expectations

• For Unified Messaging & Communications

• For PR/Marketing Promotion of Customer Success & Happiness

Branding GuideDesign decisions that best portray our market differentiation and brand values. Standards are created to ensure these design decisions are applied uniformly to all visual elements that represent a company. These standards are expressed in logos, colors, typefaces, design formats, etc. Also provides specifications to external resources we are using to create collateral & other content. Most importantly, the branding guide helps guarantee our brand identity will hold together over a long period of time.

ConclusionTakeaways

1. Our position in the market needs to be clearly defined across all messaging, channels, and communication

2. Focus on our strengths

3. Focus on being consistent

4. Member retention should be priority