Explore BrainMass
Share

Promotion Strategies: Exercise Equipment and Airline Flights

This content was STOLEN from BrainMass.com - View the original, and get the already-completed solution here!

What do you think would be an appropriate promotions strategy for both exercise equipment and airline flights? In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different. Illustrate by referring to specific brands within each of the two product categories.

Four factors are fundamental to the development of a promotions strategy:
1. Segmentation - dividing the marketing into distinct groups
2. Targeting - deciding which of these groups to communicate with, and how to talk to them
3. Positioning - determining how you would like the product or brand to be perceived by the target groups
4. Messaging - delivering a specific message in order to influence the target groups.

© BrainMass Inc. brainmass.com October 25, 2018, 10:10 am ad1c9bdddf
https://brainmass.com/business/the-marketing-mix/promotion-strategies-exercise-equipment-airline-flights-600851

Solution Preview

An appropriate promotions strategy for exercise equipment and airline flights will be different. They will be so because the market segments, target markets, positioning, and messaging will be different for both. We first consider exercise equipment; the segments that will be targeted for exercise equipment will be consumers who are health and fitness conscious. These people actively search for methods and means of improving their health and keeping physically fit. From the psychographic perspective, the segment for exercise equipment will have persons who have interests in physical activity, building and maintaining a good body, and improving fitness. From the perspective of benefits, the target segment for exercise equipment will be those who wish to have good health and physique. Other benefits of the target segment can be persons who have been prescribed exercise by their doctors.

From another perspective, exercise equipment targets two segments. One is the commercial segment and the other is home fitness equipment. For example, these segments are targeted by Precor. This is a brand from Amer Sport. One company that targets person who require a cardio workout is Life Fitness. The positioning for exercise equipment can be different. The brand can be high end or premium equipment. For example, Preor is a high end brand. Cybex international also makes premium exercise equipment. The message also differs from product to product. The message related to exercise equipment can be fitness, cardio vascular fitness, physical fitness, or a beautiful body. Each brand has a different message. For example, Star Trac targets only the commercial segment in cardiovascular, total body, and strength training fitness equipment. The message for the exercise equipment will convey the strength of the brand, the positioning it wants ...

Solution Summary

The answer to this problem explains the promotions strategy of exercise equipment and airlines flights. The references related to the answer are also included.

$2.19
See Also This Related BrainMass Solution

Operations Management for Competitive Advantage

Has knowledge of commonly-used concepts, practices, and procedures within a particular field. Relies on instructions and pre-established guidelines to perform the functions of the job. Works under immediate...

Ensures compliance to all FAA maintenance regulations and requirements. Oversees the scheduling of repairs and maintenance. Ensures projects are completed on time...
Many staff in the airline service end feel they are overtaxed while others seem to have little to do. Divide up key airline staffing roles among your small group, choosing one role per person from among the following: cleaning crew, ramp agents, provisioning agents, reservation sales agents, customer service agents, pilots, and mechanics.

Individual Portion

My part is the clean up crew

The individual portion of this project is for each staff representative to write a 2-4 page proposal that would meet the need for service productivity and greater operational success for their specific role. Consider changes or strategies specific to the job in job requirements, training, staffing, and job design. Use the Library for ideas in the airline industry and beyond to consider job significance, job identity, autonomy, staffing, feedback, job rotation, enrichment, employee empowerment, job enlargement. Explain what cautions, methods, or requirements are needed for any proposed changes to meet ethical and legal standards for managing employees.

I attached the file of Going's service division for review.

Group Portion

Communicate within the Small Group Discussion Board threads about your individual proposals. Then, review each other's response and come to a consensus on the Small Group Discussion Board threads about three key proposals or strategies for each chosen role which would make the biggest coordinated difference in Going's operational success. From your discussion, submit your final consensus as a group in a word document.

Objectives:
-Discuss the scheduling needs for various systems.
-Discuss issues in manufacturing and service design.
-Use effective communication techniques.
-Apply critical thinking skills to analyze business situations.
Recognize situations that present potential ethical and legal issues and develop solutions for those issues.

Other ground occupations includes airplane cargo agents, baggage handlers, and aircraft cleaners. Airplane cargo agents take orders from shippers and arrange for...

Opportunities also are expected to be good for those seeking unskilled, entry-level positions, such as baggage handler and aircraft cleaner, because many workers leave these jobs and...

View Full Posting Details