Introduction
During the last several years, the impact of marketing has grown significantly, provoking additional changes and improvements in strategies for business organizations. Many fresh ideas and concepts are constantly offered online, and people want the best services with reasonable prices and multiple options. Under the current influence of COVID-19, people of different ages prefer to use fitness apps and maintain their health distantly (Guo et al., 2022).
The future of the fitness industry will gain a new direction, focusing on the online/digital market for successful recovery (“The future of the fitness industry,” 2022). People need professional care and counseling but are unsure if all sources are reliable. Thus, creating a novel online platform with special attention to customer needs will become a theme of my new marketing project. I plan to develop an online platform that contains a personalized nutrition and exercise plan for various health and fitness goals and allows clients to access a network of certified experts. This paper will introduce a product, its creation history, the discussion of its target market, the preferred market type, the marketing mix, a SWOT analysis, positioning, and service philosophy.
Product Concept
The pandemic made millions of people across the globe reevaluate their priorities and understand the fragility of their health and regular exposure to external threats. According to Melamed et al. (2022), COVID-19 is related to increased levels of stress, depression, unhealthy eating patterns, and a sedentary lifestyle. Therefore, the decision to offer an online platform is made to support individuals in improving weight and nutritional habits.
Although some might think this concept is not new, I would like to underline several unique aspects of my product. First, this platform has a user-friendly interface and hints to help clients take the proper steps and save time. Second, there will be a variety of tailored meal plans and physical exercises for customers depending on their vital signs and personal characteristics and preferences.
Another essential feature is the recognition of multiple fitness and health goals. Regular workouts contribute to physiological changes, but they should not be the only goal in an individual plan. Interesting diets, walk programs, and energy control will be promoted.
Finally, one of the most significant aspects of this online platform includes the possibility for users to contact certified nutritionists and fitness professionals directly for personalized advice and counseling. There are many situations when people with a low level of health knowledge and poor medical literacy are obsessed with the idea of decreasing their weight. They neglect common physiology rules and standards and work hard, provoking their hearts and blood pressure.
Thus, communication with an expert is a core element of the current platform to reduce self-harm and inappropriate dietary or fitness plans. These professionals will examine the client’s current goals and vital signs and share their opinions about the activity levels and dietary preferences, paying special attention to each person. Instead of making guesses or relying on Internet recommendations, platform users can discuss their tasks with qualified people.
Creation History
How I came up with the idea of a new online platform for different health and fitness purposes was pretty simple. During the pandemic, I observed my relatives and peers dealing with unpredictable lifestyle changes and the necessity to follow social restrictions and new obligations. Some individuals felt normal about the imposed isolation and continued their daily routines distantly.
Still, many people must adjust to inconvenient and challenging situations and require additional help to maintain their well-being and mental health. It is not a secret that most families increased their eating habits and preferred sedentary behaviors, negatively affecting their health and weight. Therefore, it was necessary to cheer them up and create a helpful tool to promote positive changes.
Creating an online platform using current technological progress and applications does not take much time. The task was simplifying it for users of different ages and diverse interests. At the same time, I wanted to underline the importance of professional and healthy communication.
There are many networks where experts share their recommendations and answer users’ questions online. However, some individual cannot check their credibility and authority, while others are concerned about the required online payments. My platform gives explicit guarantees for all users, and the conditions under which people should work are adequately described. This idea may not be new, but I thoroughly investigated the field and considered current needs and interests to ensure all demands and expectations can be met.
Overall Market for the Chosen Category
The global online fitness market continues to grow, and its size is hard to predict even for the best analytical experts. Rizzo (2021) admits that the fitness industry experienced a severe decline of about 32% in 2020 but rebounded during the pandemic to $160 billion in 2021. The expectations of $435 billion by 2028 have already been established (Rizzo, 2021).
This means people are interested in investing in online fitness programs and stabilizing their nutritional and physical needs. However, it is wrong to rely on current prognoses because the situation may change rapidly, and I must investigate the market regularly to recognize changes and explain user shifts. The overall market for the chosen product category is significant, regardless of the current geographical location or personal needs.
The decision to create a new online platform is easy, but many concerns emerge shortly after some practical steps are taken. In this case, it is essential to identify competitors and learn what threats they can create. Today, many organizations offer services online, and people like to address the brand they already know.
In 2023, the most famous applications are Nike Training Club and BurnFit, Jefit, and FitOn (Hall & Williams, 2023). Some companies offer free trials and then monthly ($5-20) or annual ($40-85) subscriptions (Hall & Williams, 2023). Still, people find many free applications reliable, and these options become serious competitors for pay platforms.
In addition to gaining a competitive advantage, my marketing strategy should include other external factors that affect the market. The most evident factor relates to a desire to work in gyms and cooperate directly with fitness trainers and coordinators. Another essential element is social restrictions and COVID-19 effects, evident when people learn that the environment can be dangerous for their health.
Finally, the work of organizations that offer new technological devices and the income levels of potential users might affect the decision to use online apps. If a person cannot buy a device that supports the offered application, promoting a new platform based on recent software will be a problem. Therefore, all these aspects should be considered when a new product is distributed online.
Market Type
In the current digital marketing world, the choice of market type is a crucial step that should be initially taken. Most people must choose between B2B (business-to-business) and B2C (business-to-consumer) types. B2C marketing uses human emotions to drive purchases, addressing low prices, entertainment, and short-term goals. B2B marketing appeals to logical purchases when high prices, education, and long-term goals are appreciated. When a person or group chooses a B2B strategy, they intend to involve multiple stakeholders and generate value through other business organizations. The B2C approach comprises individualized choices and emotional attachment to an idea.
Despite the differences between these two types of markets, B2C and B2B have many things in common. For example, they should present customer-centered services and solve users’ problems following the principles of credibility and authenticity. Real people remain the primary consumers of online fitness services, and knowledge improvement is the core issue.
My product will be sold in the B2C market because of several reasons. First, I will work with real people but develop transactional, not interpersonal, relationships. My task is to guide individuals and help them achieve the desired benefits.
Second, few people are ready to be involved in long-lasting fitness activities because of poor time management or other personal issues. Thus, long-term sales are not recommended (inherent to B2C marketing), and short-term sales, discounts, and offers will be developed. Finally, I do not want the clients to use my platform for educational or efficiency purposes only but to entertain and feel convenient with my offer. Fitness education and recommendations may be found online quickly, and my platform has diverse fitness and health goals and communication with experts or clients’ convenience.
Marketing Mix
Applying the marketing mix, also known as the 4Ps (product, price, place, and promotion), is usually required when introducing a new product. This step helps people understand what should be offered and why, what costs are expected, and what activities may be practical for making the product available and interesting to customers (Costello et al., 2022). Each element denotes the benefits necessary for social marketing, further understanding of segmentation and targeting, and defining marketing plans.
Product
In simple terms, the product is a service or a good that a person wants to market to the target audience. The main characteristics of successful products are based on demand, customer experience, and needs. The product should promote the desired behavior and the intention to use the services regularly (Costello et al., 2022). In this case, an online platform for fitness and health purposes is offered for all users who want to improve their weight-related problems or properly maintain their health. Its main difference is its access to a network where nutritionists and fitness experts directly cooperate with users.
Price
Price is usually determined by the costs a product or service needs for promotion and application. Choosing a price appropriate for a target audience and covering the seller’s needs is essential. A too-high price for a new product will not attract many people, while a too-low price or free services may provoke additional concerns.
Both monetary and nonmonetary exchange are considered when the sum of costs is identified (Costello et al., 2022). In my project, the online platform services will be free for users during the first week to see the benefits, and then the monthly cost will be $20. Among other competitors, these conditions are not too high, and they can cover access to the professional network.
Place
Regarding online products, identifying the place is a complex task because no geographical limitations or restrictions are usually observed. Thus, in the marketing mix, place refers to the distribution channels offered to the target audience (Costello et al., 2022). It is planned to mention the benefits of the platform in social media (Facebook or Twitter) and offer to download the application following the link. Ratings, opinions, and descriptions should be brief but informative so customers will learn what they get with the app and what payments are necessary.
Promotion
Promotion is how the product is advertised and what the world can learn about this idea. Today, there are many approaches to promoting the product online: specific events, social media, and posters (Costello et al., 2022). I will visit several local gyms and meetings for obese people who want to change their lives. My observations will allow me to understand what people expect from fitness and nutritional plans and offer them options online within one platform. In my promotion, I will underline that this service does not require giving up gym visits but managing them and combining them with other activities.
SWOT Analysis
Strengths
- ability to improve health conditions (customers need fitness and nutrition to maintain their well-being)
- data storage safety (all personal information remains private)
- social networking (people may be connected and regularly informed)
- convenience (it does not take much time/effort to install the app)
- options (nutrition and exercise plans are based on individual needs and parameters)
Opportunities
- no geographical boundaries (a person from any part of the world can install the app)
- unlimited number of customers (all people who are interested in online fitness can access the app)
- technological advancement (simple instructions and guidelines help users)
- new ideas for cooperation (feedback and personal opinions unite people)
- exchange of information between users (if a person wants, it is possible to invite friends)
Weaknesses
- lack of cooperation (customers are responsible for their activities’ control)
- negative impact of technical devices (not all devices may support the app)
- poor awareness of online services (not all people know how to find and install online apps)
Threats
- multiple market substitutes (many online companies and brands offer similar services)
- increased costs (any service needs human resources, which are not always cheap)
- unexpected external factors (no Internet connection, health deterioration, and personal concerns may prevent using the service)
Target Market
People need to do some physical exercises to maintain their well-being and control their weight changes so as not to provoke cardiovascular or other chronic complications. An ideal customer for my online fitness platform is not easy to choose because everyone deserves a chance to cooperate with professional nutritionists and fitness experts. Thus, I would like to assume that my target audience will be beginners who consider a healthy lifestyle and nutrition as their current short-term goal. These are individuals of all genders and all ages with any educational backgrounds.
Children may be less interested because their parents or caregivers usually control them; adolescents and young adults will find the options interesting, and adults will get to manage their activities. Older adults are not always interested in physical activities offered online, but the offered guide and communication with experts can provoke the desired effect. Potential customers can be reached via social media services or face-to-face on the streets: illustrative brochures, informative links, and descriptions will be offered personally.
I plan to use SNAP Selling as the primary sales method to convey the message to the target audience. This acronym underlines the four primary characteristics of effecting selling to be (s) simple and (n)valuable, (a) align, and raise (p) priorities. Thus, I aim not to make things complex for people interested in improving their health and lifestyle. I will rely on personal examples, user feedback, and communication with potential customers to advertise the product. When people see that developers are interested in attracting new customers, they try to cooperate and identify their needs to ensure that exemplary service is chosen.
Positioning
Product positioning is a complex process that helps sellers introduce their work to the market and create an appropriate image in customers’ minds. Marketers must examine their target audience, define the main product features, learn about competitors, offer unique propositions, and maintain the brand. In other words, positioning is the first impression for potential consumers, proving that the product is different and better in the market.
The slogan is one of the best ways to set up an online platform for selling. My idea is based on the 3Es, namely “Eat, Exercise, Enjoy” under professional supervision. There is no need to create long phrases or empty promises. The goal is to offer what the customer needs and underline access to a network of certified nutritionists and fitness professionals for personalized advice and support as the program’s main distinctive feature.
Service Philosophy
The service philosophy associated with the product will be the promotion of a healthy lifestyle with online fitness and nutrition plans. Today, many people continue raising their concerns about health and the necessity to stabilize their lives after the pandemic isolation. Every business person and online developer is responsible for contributing to such a crucial element of human life as health.
Thus, positive results and overall population improvements will be observed if more online platforms are created to support physical exercise and healthy nutrition. I want to underline that this application is not just a matter of my business plan. To carry out the idea, I will cooperate with all customers, answer their questions, and explain why my program is worth their attention.
Conclusion
In general, this marketing plan and strategy are necessary to prove that I am ready to introduce a new online platform and know what purposes must be achieved. It is not easy for many individuals to deal with the COVID-19-related outcomes and human health was put at serious risk during the pandemic. Sometimes, access to a credible and user-friendly interface is the first step for further improvements. In addition to tailored meal plans and personalized exercises, this platform allows clients to use professional pieces of advice from certificated nutritionists and fitness trainers. There is a chance to maintain well-being distantly, and my product should become an option for the target audience.
References
Costello, L., Dare, J., Dontje, M., Lambert, C., & Straker, L. (2022). Applying the 4Ps of social marketing to retain and engage participants in longitudinal cohort studies: Generation 2 Raine study participant perspectives. BMC Medical Research Methodology, 22(1). Web.
The future of the fitness industry: Consumer trends, recovery, and solutions. (2022). Wellnessliving. Web.
Guo, Y., Ma, X., Chen, D., & Zhang, H. (2022). Factors influencing use of fitness apps by adults under influence of COVID-19. International Journal of Environmental Research and Public Health, 19(23). Web.
Hall, A., & Williams, V. (2023). 10 best fitness apps of 2023. Forbes. Web.
Melamed, O. C., Selby, P., & Taylor, V. H. (2022). Mental health and obesity during the COVID-19 pandemic. Current Obesity Reports, 11(1), 23-31. Web.
Rizzo, N. (2021). Fitness industry statistics 2021-2028 [market research]. RunRepeat. Web.