The document presents a marketing plan for TRAX, a new fitness tracking bracelet. It includes an analysis of the fitness market and competitors, a description of the TRAX product, its target market of health-conscious women aged 16-59, and marketing objectives to partner with gyms and become a leading national fitness tool. Recommendations are made for advertising the benefits of using TRAX to track workouts and lifestyle. The proposed marketing strategies include creating an ambassador program, providing samples to bloggers, and sponsoring a weight loss TV show. Examples of advertising materials like TV, print, radio, and web ads are also presented.

1. Hi-Five Your Work Out Liz Costa, Lily Chaleff, Juliet Tripaldi, Bess Couture & Olivia James

2. What is TRAX? Introduction of The TRAX Company Simplest way to keep track of work outs! Presented by Liz

3. Situation Analysis The Fitness Market 45.5 Million Health Club Members $19.1 Billion Industry Presented by Liz

4. Situation Analysis Big Competitors Nike, Adidas, Puma & Under Armor Nike & Adidas have large revenue. Closely examine the Nike+ product 8.1% profit rise with their release. Presented by Liz

5. Product Analysis Physical Product Description Orange band Grey buttons Scroll feature Environmentally-friendly rubber Salt and water resistant Presented by Lily

6. Product Analysis Comparable Testing Nike+ Online Work-Out Logs Digital Social Fitness Communities Heart Rate Monitors Presented by Liz

7. Consumer Analysis Name Selection Rationale Play off of what it does – it TRAX! Price Reasoning $55/bracelet Presented by Lily

8. Target Market Analysis Our Target Audience Women Age 16 – 59 Health Conscious, Organized & Efficient Presented by Liz

9. Problems & Recommendations Sample Problem/Recommendation Problem: TRAX is a new product that has no commercial competitor. Its originality will make it difficult to introduce to the consumer market. Recommendation: Pump up many PR avenues such as social media and celebrity spokespeople. Presented by Juliet

10. Opportunities & Recommendations Sample Opportunity/Recommendation Opportunity: Weight loss and healthy lifestyles are both very popular topics right now. Recommendation: Advertising should focus on how TRAX aids in creating a better, healthier lifestyle. Incorporate that language in our ad campaigns. Presented by Juliet

11. Marketing Objectives First Year To partner with 75 New England gyms. Short Term To increase sales by 5% every month for the first six months. Long Term To become the leading national fitness tool/ regimen in the next five years. Presented by Juliet

12. Marketing Strategies First Year Create/implement “Ambassadorship” for The TRAX San Diego Fitness Retreat. Short Term Give twenty free samples to prominent bloggers/radio personalities. Long Term Create partnerships with Weight Watchers and sponsor a season of The Biggest Loser. Presented by Juliet

13. Advertising Recommendations Important Considerations Value I want to be healthy and active. Product Personality Smart, healthy and in-control. Brand Essence Use TRAX to track your workout; track your success. Presented by Bess

14. Advertising Recommendations Communication Objective To build awareness among our target audience… Communication Strategy To convince the target audience that TRAX is unique and beneficial. Unique Selling Point Gives users a comprehensive look at their activity levelsand offers improvements. Presented by Bess

15. Media Recommendations Highlights Cable TV Ads During primetime. Print Ads Place ads in women’s interest magazines. Radio Stations that reach our audience. Direct Marketing Informational flyers. Internet Official TRAX Website Sell through other fitness website Side-bar ads on sites visited by target audience Optimize visibility on Google (key words) Presented by Olivia

16. Marketing Materials A Collection of the TRAX Advertising Materials

17. Cable TV Ad Presented by Lily       

18. Print Ad Presented by Olivia

19. Print Ad Presented by Olivia

20. Print Ad Presented by Olivia

21. Print Ad Presented by Olivia

22. Print Ad Created ambassadorship program in conjunction with San Diego retreat. Ambassador Presented by Liz

23. Print Ad Informational flyers for gyms, Weight Watchersand display locations. Informational Presented by Liz

24. Radio Ad Presented by Juliet

25. Web Ad Presented by Bess

26. Thank You! Liz Costa, Lily Chaleff, Juliet Tripaldi, Bess Couture & Olivia James