Discuss about the Positioning Strategy For F45 for Fitness.
The fitness industry is a very competitive industry characterized by a high group of customers with different needs. The customers in this industry need food products which will support their exercise objective such as weight loss, strength and endurance training, cardiovascular exercises among others (Woolf 2008). F45 is an established brand focused on the promotion of lifestyle eating and innovative training practices intended to better the lives of Australia community. DRNK is a plant-based protein with no sugar or gluten which makes it a healthier alternative to other products. This product is, therefore, effective for consumption for clients undertaking light and heavy exercises. This paper outlines the market positioning strategy for DRNK product under the F45 brand.
For the case of DRNK, the target market will mainly include clients who undertake medium to heavy physical exercises due to their higher demand for protein supplements and foods to rebuild muscles and enhance their energy during and after exercises. The market for this type of product is relatively large in Australia as there fewer healthy competitors. Most of the direct competitors to DRNK are sugar-based with a high level of gluten content (Woolf 2008). This makes it probable for DRNK to gain a competitive edge in its market due to its uniqueness and healthy credentials.
The market will be segmented in terms of income, behavior, and age (Jobber and Ellis-Chadwick 2016). The main target group is the high-end consumers who are able to pay an extra premium for better and healthier food products for exercises. The target group is also comprised of people who are relatively conscious of their health i.e. those under weight loss programs among other health issues. This target group is made up of people between 20 and 30 years who usually undertake various types of exercises between 5 and 9 am before going to work. Mostly, the target of customers for the DRNK product is the high-income earners in Australia who are motivated by the need to live a healthier lifestyle. The taste and preferences of this target group is expected to continue shifting towards even more healthier products thus making DRNK relatively sustainable and profitable going into the future (Jackson 2007).
The company intends to gain a competitive advantage in the market through differentiation. In this case, the company intends to gather information from the target group mainly from social media and direct communication with the clients (Huang et al. 2015). The major value of the target market is the convenience of the product and the nutritional value. Unlike other firms in the industry, F45 intends to gain a competitive edge with the DRNK product by focusing on a specific market i.e. people undertaking physical exercises (Woolf 2008).
To conclude, F45 invests in constant innovations by evaluating and understanding the tastes of their customers. To stay ahead of the competition, the company will also use the collected information from the market to set trends thereby enhancing their uniqueness and commitment to excellent services and healthier products within this market.
Huang, K., Dyerson, R., Wu, L. and Harindranath, G. (2015). From Temporary Competitive Advantage to Sustainable Competitive Advantage. British Journal of Management, 26(4), pp.617-636.
Jackson, S. (2007). Market share is not enough: why strategic market positioning works. Journal of Business Strategy, 28(1), pp.18-25.
Jobber, D. and Ellis-Chadwick, F. (2016). Principles and practice of marketing. 1st ed Maidenhead: McGraw-Hill Education.
Woolf, J. (2008). Competitive Advantage in the Health and Fitness Industry: Developing Service Bundles. Sport Management Review, 11(1), pp.51-75.