MARK3082 Strategic Marketing

Positioning Strategy for F45 for Fitness

Introduction

In the present time, the fitness industry is becoming more and more competitive like other business sectors due to awareness of people about their health. This fitness sector is highly characterized by high group of customers with different needs. In this fitness sector, customer looks into food product that can support their objectives related to exercise like strength gain, weight loss, endurance training, cardiovascular exercise etc. F45 is a fitness company that provides fitness training to a number of customers. Basically, F45 is considered one of the reputed, leading and fast growing Australian franchisor and operator of fitness centers based in Austin, Texas. F45 has established more than 1750 studios in approximate 45 nations. It has also global operations in North America, Oceania, Asia, South America, Africa, Europe etc. In the current global fitness industry, it is one of the fast growing and leading fitness franchises. It has more than 650 franchises in USA. F45 has developed its brand image in the global fitness market by focusing on promotion of lifestyle eating as well as highly innovative training practices. DRNK is a plant based protein that contains zero present sugar and gluten which make it a healthier alternative to other products. DRNK as a protein product is more effective and appropriate for the consumption of customers those prefer both heavy and light exercise. This research paper will outline and explain the market positioning strategy for DRNK product under F45 brand.

Positioning Strategy for F45 for Fitness

Generally, a positioning strategy is called strategic marketing plan that help a company in attracting more customers. Positioning is play key role in creating a unique image of the product or brand in the mind of customers. Moreover, the main purpose of this strategy is to develop a single defining characteristic of a brand in the mind of consumers. Along with this, it should also be noted down that, an effective and appropriate strategy is developed based on the needs of customers, company’s strengths and weaknesses, competitive position of competitors and market conditions. A company may use various types of positioning strategies such as: competition based, product characteristics based, product uses based, quality based, price based. All these are used to attract customers in high volume (Analoui, & Karami, 2003).

As a global fitness brand, F45 is using a number of positioning strategies in order to establish the image or identity of a brand in the minds of current and potential customers. For example, for the DRNK brand, the main target markets are the clients or customers who undertake heavy exercise due to their higher demand for protein supplement as well as foods to rebuild and improve their energy after or during the exercise. In the same way, it can be said that, the company is mainly target the high income customers. For the DRNK brand, the market size is relatively large in the Australia because there are less healthy competitors in the market. Along with this, it should also be noted down that, there are some direct competitors for the product DRNK in the market but these are providing sugar based protein product. This helps the company in gaining competitive advantages over competitors in the market. This is more profitable for F45 to gain more competitive edge in the fitness sector due to its healthy credentials and uniqueness. Simply, it can be said that, DRNK is totally unique and different than other sugar based products in the market (Farris, Bendle, Pfeifer & Reibstein, 2010).

The company is also segment its market based on various factors including age, life-style, behavior, income etc. The main target customers of the company are the high end consumers who are able to pay premium for better and healthier food product for the exercises. On the other hand, it is also important to know that, the target group is also encompassed of people who are relatively aware of their own health i.e. those under heaviness damage programs among other health issues. These types of target group is made up of customer between the age 20 to 30 years who typically prefer to do different types of exercise between 5 to 9 am before going to work. Moreover, the main target customer for the DRNK product of F45 are the high income earners in the Australia those are well motivated by the need to live a better and healthier lifestyle. At the same time, it is also analyzed that, the attitude, preferences and taste of this target group to remain shifting towards healthier products. It means, DRNK product of F45 will be more sustainable and profitable in the future and result in increased profitability and value of the company (Faarup, 2010).

Furthermore, as a fast growing fitness company, F45 is gaining competative advantges over its competators in the market via differntiation. For example, the protein product DRNK provided by F45 is unique and different with the other protein products in term of tastes, quality, price, uniqueness. Moreover, the company is also trying to collect more and more data and information about the target group via social media and direct channel of communication. On the other hand, it is also analyzed that, like other fitness companies in the market, F45 intend to gain a competitive edge with drink product by paying special attention on a specific market such as: customer undertaking physical exercises (Boone, & Kurtz, 2011).

Conclusion

On the basis of above analysis and discusion, it can be concluded that, in order to become the largest company in the fitness industry, F45 should invest in innovations by understading as well as evaluating the tastes, needs, wants, attitude and prefernces of their customer. Along with this the company should also pay attention on brining major improvements in its promotional, positioning and other marketing strategies. For case, the company should focus on providing quality products at the the lowest price than its competators. On the other hand, to stay ahead of the competition, F45 should use the collected information from the market in order to set trends. Finally, the company should also pay attention on enhacing their uniqueness as well as commitment to excellent servies and healthier products within the market.

References

Analoui, F. & Karami, A. (2003). Strategic Management in Small and Medium Enterprises. USA: Cengage Learning EMEA.

Boone, L.E. & Kurtz, D.L.,(2011). Contemporary Business. (ed.). UK: John Wiley and Sons.

Faarup, P.K. (2010) The Marketing Framework. USA: Academica.

Farris, P.W., Bendle, N.T., Pfeifer, P.E. & Reibstein, D.J. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd ed.). USA: Pearson Education.