-Vitamax blenders are positioned as health and strength enhancing products
-Competitors’ products are usually positioned in accordance with their lower prices, or with the convenience of their use
-Other competitors position their blenders based on esthetic features
-Promote the benefits of using Vitamax blenders
-Increase awareness on these products
-Encourage purchase and usage
-Develop an emotional link between customers and Vitamix blenders
-Build and maintain brand and customer loyalty
-wide product range
-products can be used at home or in a business
-can be used in preparing numerous foods and drinks
-customers have little knowledge of them
-high levels of investments in communicating the products are required
-selling Vitamix blenders at the gym: very good sales environment
-numerous competitors on the blenders market
-competitors invest significant amounts of money in their marketing strategy
-The value that Vitamix blenders provide to customers relies on improving the health and strength of their lifestyle through high quality, innovative products at affordable prices.
-Rational benefits: high quality, innovation, modern design, various uses, easy to use, affordable prices.
-Emotional benefits: company’s interest in customers’ wellbeing, trust, user friendly experience.
-Organize and sponsor different contests within the gym
-Sponsor different sports competitions
-Organize sessions for revealing how Vitamix blenders work and what can be achieved by using them.
Direct marketing activities:
-Vitamax branded calendars, notebooks, and other stationery
-direct emailing to the gym’s clients
-branded articles on the gym’s website
Sales promotion activities:
-reward customers with free products on a regular basis
-Develop focus groups
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2. Rogers, J. (2012). Customer Surveys: 5 Things You Need to Know. The Huffington Post. Retrieved February 5, 2014 from http://www.huffingtonpost.com/2012/02/27/customer-surveys-5-things-you-need-to-know_n_1263811.html.
3. Freeman, E. (2014). The Advantages of Social Networking Promoting a Business. Retrieved February 5, 2014 from http://smallbusiness.chron.com/advantages-social-networking-promoting-business-21990.html.