‘Fit-Kit’ is the brand name of popular whole-body exerciser equipment. It is meant to be used by individuals at home. Its utility is proven and its business belongs to high-income segment. Growth in its sales had been steady and adequate for the manufacturer. The equipment was sold through all the major sports shops in urban localities. Over the last two years, however, a large number of health-conscious people are registering with the rapidly mushrooming health clubs. This has adversely affected the ‘Fit-Kit’ sales. A recent survey conducted by ‘Fit-Kit’ showed:
Individuals often experienced low/no motivation to exercise alone. They preferred company.
An instructor’s guidance while exercising was felt to be important.
A range of services/facilities like diet-consultancy and weight-loss guidance were considered as additional advantages of a health-club membership.
As a Marketing Manager of Fit-Kit, suggest a reoriented strategy with full justification of the concerned marketing communication tools and media, including Public Relations, for restoring the continued confidence and purposive utilization of the product.
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