Digital And Social Media Plan For Fitness First’s Nutrition Plan App Launch

Micro and Macro Environmental Factors

Discuss about the Sales and Marketing Plan for the Fitness Company.

This report is basically discusses about the e-marketing and social media plan about the fitness company named Fitness First. The company Fitness First is one of the health and fitness companies operating in United Arab Emirates. The company is focused on providing world class facilities for fitness i.e. best in class equipments, innovative programs, cardio, free group exercise and various membership privileges (Landmark Fitness Limited, 2017). The company is now launching a new mobile app and android food online nutrition plan for the customers of Fitness First. Customers of the company can use this nutrition plan for their healthy diet plan such as morning breakfast plan and reducing weight in a week etc. Along with this, from the online store of Fitness First, customers can purchase some products such as smoothies, protein shakes, salads, healthy soups etc. The report focuses on the media plan in order to launch and attract the customers for this mobile application. This report provides a digital and social media plan for the company to enhance the awareness about the mobile application of food online nutrition plan.

Macro and Micro environment

The micro and macro environmental factors are to be framed and developed to understand the business details. Along with this, they are to be critically analyzed and linked with the specific variables which are to be accepted and considered effectively.

Political and legal- Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	·         The political and legal framework of UAE is properly applied to the business and its policies as the Fitness First is oriented to the health and fitness attributes of people. ·         Company is to be bounded by the local and regional laws and governing policies of UAE.
Economic-	·         The economic activities are also integrated within the business conditions and orientation as the economic opportunities of UAE impact on the business activities of Fitness First. ·         The Company Fitness First is positioned itself as the premium company for the fitness of people so, the company has opened its stores at the sleeted regions where the purchasing power of products is high. ·         The economic activities are also integrated within the business conditions and orientation as the economic opportunities of UAE impact on the business activities of Fitness First.
Socio-cultural-	·         This is the most important aspect which is analyzed to understand the personal and professional details of the social class people. ·         The changing social and cultural aspects are favorable for the company Fitness First as people are concerned towards the health and fitness attributes in the changing society (Peñaloza, Toulouse & Visconti, 2013).
Technological-	·         The company Fitness First is technological innovative company. ·         It can be seen by the new mobile app which is developed for those customers who are health conscious and want to keep their health maintain with the effective nutrition and diet plan. ·         This mobile app is helpful for the company in getting and retaining more customers as they are going online for purchasing products and services so, this mobile app is going to be successful in the fitness industry.

Consumers

Today, customers are technology savvy and they are active on various online media platforms. In case of Fitness First, people are concerned for their health and they are seeking for the diet plan under the professionals. So, for the food nutrition plan app will target those customers who want to maintain their health and enjoy health and tasty meal every day.

Employees

Employees are to be trained and perceived as the most significant factor for the companies. Fitness First Company is the popular fitness club among the customers and employees of the company are focused on providing various services based on the requirements of the customers. With more sustainable and perceived services, company can retain and maintain the customers (FitnessFirst, 2017).

In United Arab Emirates, the company Fitness First is doing well in the operating market. It is analyzed that there are various competitors in the market that are providing similar services to the customers at the cheaper rates. Along with this, they are also very active on social media to stay connected with the customers. Further, various international sports and fitness brands are set to dominate the market. There are some famous fitness brands i.e. Revolution fitness, SMART fitness and Regime fitness that are giving strong competition to the company Fitness First. These companies are also focusing on the digital and social marketing platforms to attract more customers in the market. Along with this, they are gaining more market share by their effective communication with the customers and this is the big threat for Fitness First.

Companies	Services	Tools
Revolution fitness	Instructors for fitness, Different classes including spinning, strength training, TRX, Indo Row, Core barre and Yoga	Email marketing,
SMART fitness	Personal training and fitness classes	Website and Email marketing
Regime fitness	Personal training, weight loss, corporate wellness, Yoga, boxing and material arts	Social media, website, and personalize marketing

Target Market

Fitness First Company has biggest opportunity to build up and enhance the relationship with the customers by developing the mobile app and providing the healthy products and services by the android application. Company also has opportunity to make nutrition and diet plan of the customers based on the needs and requirements of their body. Along with this, company also has opportunity to interact the customers and response to their feedbacks related to the new mobile application.

Company Fitness First should make more efforts at responding the comments of the customers. Along with this, company can use simple tactic revert to the nice comments regarding application to generate effective communication and make the customers feel special. Along with this, another big opportunity for the company is older demographic that uses online platforms (Armstrong, Kotler, Harker & Brennan, 2012).

Competitors are the biggest challenge for the online nutrition plan app as they can also provide similar products and services at through this digital media tool. By this, they can also interact with the customers which are important for enhancing brand loyalty. Along with this, relationships are also built by engaging in the conversation on multiple platforms. Further, another threat for the nutrition plan app is risk of damaging the brand image if customers do not like the app and

A well-defined target market is the main and key element for the effective marketing tactics. The target market for nutrition plan app is devided into six distinct customer profiles. The target markets of the company are those people who want to have healthy meal all the day. All of the profiles of the target people are different from each other in terms of preferences, motivations, objectives and requirements that should be exclusively fulfilled and approached. The profile of the customers are segmented based on various different segments i.e. age, family size, stage of family life cycle, gender, income, and the their fitness style. The target customers are described by Fitness First’s own brand tactic which is as follows:

• The first trait of the target customers for Fitness First is busy and active life family. These types of people have to do various outdoor activities in their daily life. So, they are most interested in eating such food that gives them energy for whole day. They are not the most internet confidence of the brand’s target market but rely on the online shopping occasionally. Their key objective is to some good time with their family.
• The second target people are middle-aged, single mother along with low to normal income level. These target customers typically has no record at the online platforms but they are seeking for healthy food for themselves and focusing on the diet plan. For these types of customers, mobile application will be most effective tool.
• Next trait of the target customers is elderly but active couple. The customers focus on the exercise to stay fit and healthy. For this, they need a balanced diet in their daily meal. These customers are internet savvy so, convincing them by the mobile app of nutrition plan will not be challenge for the company.
• Fourth target customers are family men. These people usually have high income level, strong interested to keep their family active and healthy. The customers need a complete diet package for their family. These customers do not basically have time to visit to the professionals so; this mobile app will be helpful for them to get their desired products.
• Next target customers for nutrition plan app are new mother. All the new mothers have the challenge to find the time to exercise in their daily life. Their key objective is to get back in their shape so, they need nutritious but tasty food in daily life. This specific market is very easy to target (Kotler, & Li, 2011).
• Next and last target markets are younger and fit male customers who do weight lifting and use supplements. Their key objective of these customers is to be in shape and live healthier life. To stay healthy, they need advice of professionals to maintain their diet. So, this nutrition plan app will be helpful for the company to attract these customers.

For the success and unique selling proposition of nutrition plan mobile app depends upon various advantages provides by the company to its customers. Along with this, it also includes unique quality of the application. In case of nutrition plan mobile app, Fitness First is providing this app to encourage the customers to adopt health and balanced diet in their daily lives. This mobile application is also providing various healthy food products to the customers who are concerned for their health. Unique selling point of the app is usefulness of this app as it is helping the customers to maintain their diet and health without going physically to the professionals. Further, the app has some benefits also like saving money and makes the customers smarter to use the online platforms to stay fit and healthy. 

Advantages and Unique Selling Point of Nutrition Plan App

For the nutrition plan app by Fitness First, there are some objectives and goals of the business which must be achieved by the e-marketing plan. Those objectives will be considered as SMART objectives including specific, measurable, achievable, realistic and time-based. The key objective of this report is to enhance brand awareness of the app, increase revenue and attract many customers for this mobile app SMART objectives for the nutrition plan application are as follows:

Company Fitness First is launching a new mobile app for nutrition plan. This online nutrition plan will be helpful in meeting specific requirements of the customers like by nutrition and diet plan, customers can reduce their weight and balance plan etc. The objective is specific as the mobile app is able to provide nutritious and health food plan by the online media tool.

The objective of nutrition plan mobile app can be measured with the help of Google analytics. It is observed that the app is mostly downloaded by elderly but active couple. The customers focus on the exercise to stay fit and healthy. Along with this, the app is mostly downloaded by mothers who need nutritious but tasty food in daily life. It will also be analyzed that from which play store; the mobile app will be downloaded by the customers.

Improving the customers’ experience is achievable for the company by the digital media strategies. It is possible for the company to satisfy the customers with the needed fitness technology and equipments. The goal of customer satisfaction is better and can be achieved by the customer interaction process.

The objectives of the company are the goals are realistic as they are challenging for the company in the highly competitive industry. The success of these objectives depends upon the effective marketing and communication strategies adopted by the company Fitness First.

This is the final factor of good objective. For achieving these stated objectives, company would set time for 12 months. Time makes the objective real and tangible. Within the set time, company would train the employees for achieving the set goals and objectives.

This part explores the concept of online and social media tools and techniques for the marketing purpose. These concepts can be helpful in outlining what needs to be measured and included in the setting up a social media marketing tactic. It is also important to have a perceptive of the theoretical idea while launching new nutrition plan mobile app.

SMART Objectives and Goals

Digital marketing-

Digital marketing is the high speed and low cost platform which has become basic part of marketing. By the use of various features of traditional marketing such as print, radio and TV, the awareness about new mobile application will be increased (Ryan, 2014). In the e-marketing channels, there are six types of channels including search engine marketing, Online PR, online partnership, display advertising, Opt-in-email marketing, and Social media marketing. All these methods will be used to launch the mobile app and to target the customers in all over the world along with building a strong presence for the company (Sashi, 2012).

Social media marketing

There are various companies using the social media marketing in the effective way. Social media marketing can be described as managing and monitoring customer-to-customer communication and their contribution by the web to enhance positive relationship of the company with the customers. Social media shares various aspects with the traditional marketing such as text, photographs and videos. In case of nutrition plan mobile app, internet and social media will be used to generate their own matter in all over the world (Luttrell, 2016). By the use FaceBook, Twitter, LinkedIn and various social media sites, company will promote its new application. Word-of-mouth will be used as most effective marketing methods by which company will be  able to share important information instantly in all over the world so, it is more powerful (Flynn, 2012).

Pros and cons

Social media marketing can be an effective way for the company to enhance the awareness about the services among the customers. But it is not all about advantages and benefits. There are some cons and challenges also with the social which must be addressed while using social media in the business operations. Some of positive and negative characteristics related to social media marketing for the business are discussed below:

Pros

Cons

·         As compared to traditional media like print and television advertisement, the cost of social media is relatively low. ·         With social media, companies can attract the potential customers as everyone is active on internet now (Mills, 2012). ·         Social media tools are useful in the relationship building including dual sided communication with the customers.

·         Many people are not interested in socializing and interacting with a specific brand. It can be difficult for the companies to find right content for the target audience to engage them with the business. ·         Social media is time consuming. Building relationship with the customers can take lots of time. ·         It can take months to develop and make the brand image strong of the company. There is the need of investment in social media marketing and not to expect instant result.

In the rapidly growing market, it is important for the Company Fitness First to understand the consumer mind. Competitors are gaining market share continuously so, it is crucial for the company to come in the spotlight. While comparing social media numbers, Fitness First is much more established and successful. The company needs to take advantage of the social media advantage in the operating market. The success of the social media plan of Fitness First will be determined by reaching mire number of customers in the market as compared to the competitors (Chen et al, 2010). The critical success factor for social media marketing factors depends upon some factors and those are described below:

• Regular updates on the social media channels,
• Try to tell the story about the company, product or services and potential customers for the campaign,
• Participation level of the consumers along with the valid reason of participation,
• Honesty and authenticity in the campaign which will result in the individuality which make the campaign unique and effective,
• Enhancing the experience and learning of the customers,
• Providing an added value within the campaign to the customers i.e. mobile application and a product forum,
• Embracing experimentation and open for new technology and channels (Hui, 2011)

Conclusion

There are various new critiques; social media networks status, pictures and videos that are available on the social media platforms. There are 60% of customers using social media to follow, determine and give criticism on the retailers and brands. In case of Company Fitness First, it is important to develop social media and e-marketing tactics before using online media tools as the part of their marketing practices. According to Mrkulic (2012), with a media strategy and building an effective presence on social media, achieving loyalty and commitment of the customers is not possible for the companies. This shows how the e-marketing strategy is essential for the business like Fitness First (Grant, 2010). The e-marketing strategy for Fitness First will focus on developing brand along with the brand image, target market, and positioning. The online media platforms can serve as the efficient marketing opportunity for Fitness First. Along with this, various techniques will be used and adapted by the company in order to develop social media aspects of the digital marketing efforts (Liu & Nie, 2011). In the e-marketing strategy, company will focus on various media platforms based on the distribution of information and those are as follows:

Company will use sites for the social content exchange for the distribution of high-quality and relevant information among the potential customers. This platform will indirectly advertise the services of the company including Blogger, LiveJournal, WordPress and YouTube for video sharing and Picasa and Flickr fir photo sharing (Kosner, 2014).
Company will focus on the networking sites to communicate with the potential customers. Social networking sites are one of the most powerful marketing tools and effective way to communicate with the target audiences. In this way, Fitness First will focus on some sites like Google Plus, FaceBook, Twitter and professional networks like LinkedIn (Kapferer, 2012).

To enhance the brand image and reputation among the customers, company will use social media news services like news sites, web pages and blogs for the customers. Company will also allow the customers to rate those articles. Most popular social media news platforms are Digg and Reddit.

In the social media plan, both paid and unpaid media channels will be used. It is assumed that 55% of market will be covered by FaceBook, 25% by Google Plus, 22% by YouTube and 22% by Twitter. 1% marjet will be covered in E-mail marketing by the company (Rohn, 2015).

There are some recommendations for Company Fitness First. The company should try to integrate and implement lifecycle segment with proper services. Along with this, company should also focus tangible and intangible assets and should introduce more customized services to the customers. The company should focus on high end consumers in particular regions (Pavlou & Stewart, 2015). There can be scope for expansion for the company with the mass market. So, company should focus on diversified services including fitness and health attributes for the mass market consumers.

Based on the overall discussion, it is observed that the company Fitness First is the leading company providing effective health and fitness services to the customers. Due to strong competition, it is important for the company to make the customers aware about its services and for this manner; social media is the effective way. The e-marketing plan includes various online media tools like FaceBook, Twitter and professional networks like LinkedIn. These social media tools will be helpful for the company to enhance the awareness about the service of the company. Along with this, this media plan will also be helpful for company Fitness First to gain its objectives

References

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