Brand Management Assignment
Autor: Mikki • February 9, 2018 • 1,248 Words (5 Pages) • 779 Views
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Section 5 discusses timescales of launching and life-cycle strategies for Adidas Fitness Legeng
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Introduction of the New Brand
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Needs to be satisfied
Nowadays, people have no enough chance on fitness because lacking of time to do exercise and equipment of fitness training. Therefore, there is a potential demand in Hong Kong and a needs to be satisfied
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Performance
Table 1 shows the key performance that the new Disneyland Theme Restaurant must perform.
Table 2.1: Key Performance
Key Performance Indicators
Issues
Environments
Decorations:
- With professional fitness equipment.
- A thematic and significant backdrop for customers taking photos after training.
Staff Uniform:
- Uniform in black colour with white adidas logo on their jacket, t-shirt and pant.
Music and Songs:
- Some high fight spirit songs such as team Maroon 5 and Coldplay
Services
Professional trainer and equipment ordering for tailor-made
- Professional fitness programs suggested from adidas trainer
- Adidas equipment ordering with professional in styling and tailor-made product for physical health.
Programs of fitness training
Training programs
- Aerobics basic and cardio workout.
- Body conditioning
- Yoga class
Events
Large outdoor workout programs
- Workout with large amount of members in cardio workout with media interviewing in significant park.
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Imagery
Table 2.2 shows key imagery that the new Adidas Fitness Legend must create.
Table 2.2: Key Imagery
Key Imagery Indicators
Issues
Customer Profiles
Retail Customers
- Local youngsters and workers
- Local families with middle and high income groups
- Local athletes and artists
Corporate Customers
- Local sport teams such as South China Athletic Association.
- Local modeling agency with physical training for body shaping.
Usage situations
Doing exercises and physical training
Corporate social responsibility (CSR)
CSR Programs
- Contribute certain income for local sport development
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Brand name
The idea of new brand name of Adidas fitness Legend from people who challenging their personal aim on mental and physical, reaching their own target is a difficult part as hard as challenging a legend.
Elements = challenging and pursuing is the main elements
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Logo
Elements =
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Tagline and Slogan
Challenge the impossible and legend.
Elements = impossible represent the people what pursuing for and legend represent getting strongest for themselves.
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Identification and Rationale for Selected Target Market
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Segmentation Variables
The main segmentation variables to be used to segment the whole theme restaurant include:
- Age
- Family Status
- Local famous stars
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Targeting
Based on the discussion shown in Section 2.4, the main target segments include (see table 3.1)
- Age (Both local youngster and workers)
- Family Status (Both local families with middle and high income groups)
- Local famous stars (artists and athletes)
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Figure 3.1: Segmentation and Targeting
Main
Features
Target
Markets
Training Program
Center Environment
Aerobics basic and cardio workout.
Body conditioning
Yoga
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