MINI ANAYSIS III KINS 5433: MARKET SEGMENTATION OF THISGIRLCAN
Chad Wilson
Kins 5433
4/1/2019
Identification of Product or Service
ThisGirlCan is an initiative that is aimed at breaking down barriers which prevent the women from participating in sport and physical activities. It was introduced by Women in Sport in England after discovering that most of the women approximately 2 million more than men are not into active sports. This contributed to lifetime illnesses such as diabetes and obesity. The causes of this inactive nature of women are the fear of judgment that usually comes when women are seen exercising (Caudwell et al., 2018). Therefore, this initiative helps overcome such fear and enhance confidence in women to engage in keeping their bodies fit. It is hence an initiative for every woman in any part of the world whether with facilities or not. The program allows the women to engage in whatever physical exercises in any place for as long as they keep their bodies active. This initiative has helped women to overcome the notion of the society which has kept them without exercising. This includes the belief that they are supposed to be taking care of children and therefore their health and wellbeing comes after their responsibilities(Caudwell et al., 2018). This comes irrespective of the fact that women are more prone to adding weight especially after child birth. Therefore, this initiative came to the rescue of these people who feel alienated by the society.
Segmentation
ThisGirlCan initiative targets mostly women especially those who are in their child bearing years. These are the people who need most to lose their belly fat as well as the excess weight that they gained after birth. It also targets young girls who want to be active and are in colleges so that they can learn how to remain active in their life. The ages targeted are therefore between 20 years and 45 years. this initiative has 100% women membership and although it has no specific center where they meet, there are various channels that are being used to train the women on how they can start their workouts taking one day at a time. The target is to have all the women in the world exercising. The workouts from the sports women include diverse programs that are easy to follow even at the comfort of one’s house. On minimum, a program lasts for 30 minutes because the initiative is to have women becoming active for about three hours a week (Ekelund et al., 2016). People can enroll in their local gym as a way of working out or they can choose to follow the instructions sent on various platforms such as social media. In total, every week there are about 60 workouts recorded and sent to the platforms which gives people an opportunity to choose when they can participate depending on their schedule. To those women who are already overweight, their programs are specifically run by professionals so as to ensure they are effective in enhancing their weight loss. It was established that women are more reluctant working in their homes or any place of convenience as opposed to going to gyms. This is because they want to focus on their health without being exposed to the criticism of the outside world(Ekelund et al., 2016). Therefore, this initiative will help the women overcome sedentary lifestyle and improve on their health.
Market Segmentation
ThisGirlCan initiative offers a number of programs to the members. as such, the main objective for this year is to establish a working out criteria where we connect women in a particular region and area to work out together. Our main target is people within the age bracket of 20 to 35 years. This will be sampling to determine if this initiative will work towards propagating the vision of the initiative. People will be grouped within a radius of 10 miles whereby we will be working towards establishing gyms that support working out. This is after we had launched the national and regional offices in most countries. The program will be for those who want to lose weight as well as those who want to change their lifestyle. The membership registration will then be incorporated as a way of ensuring that the facilities are maintained and the trainers are paid. The membership to this facility will be $60 per month which is cheaper compared to other facilities. This is for the primary segment of women who want to lose weight. This also incorporates the lessons that are taught regarding good nutrition and healthy living. The secondary segment will incorporate those who want to keep working out and make it their lifestyle. These are the people who will be available for three times a week. They receive training and lessons on healthy eating and thus enhance their fitness program. The main aim of ThisGirlCan initiative is that women will work out not only for few days but they will make it a lifestyle to help overcome the problem of chronic diseases.
Primary and Secondary Target Markets
The primary targets of this program is the women especially those who are not working who want to lose weight. These are the people who feel uncomfortable about their body shapes because they have gained extra pounds after giving birth. It is important to note that self-esteem is reduced when one feels uncomfortable with their weight (Pedersen &Saltin, 2015). This can even result into depression and affect the quality of life one lives. In this new initiative, the target is all women living in a radius of 10 miles should be able to access a gym that is sponsored by ThisGirlCan initiative. However, the program will first run in England before being introduced to other countries. The second segment is composed of women who are working out as a lifestyle. This is the main goal of ThisGirlCan initiative in the first place. Therefore, after losing weight, we have to provide an avenue for the women to continue living healthy by remaining active(Pedersen &Saltin, 2015). These are the people who have made up their lives not to go back to sedentary lifestyles but rather maintain body fitness and healthy weights at all times.
Promotional Strategies
The promotional strategies to reach our primary target include using our various platforms to make the members aware of the new measures. This includes using the Facebook to inform the available members of the new centers, payment schemes and methods as well as the services which will be offered. In this platform, all member questions will also be answered(Marston & Hall, 2016). Secondly, we will use other channels such as emailing the members because we have the contact information of every member who registers with the organization. This will be however, for the women in England before the program rolls out to other countries. Promotion will also be carried out through national television and newspapers to reach as many women as possible even those who are not registered and are willing to become members and start the program (Marston & Hall, 2016). We will also ensure that our facilities are well distinguished so that our members can easily trace them. For the secondary target group, we will reach them through social media and answer their questions when they attend sessions because the instructors are well equipped to do so.
References
Caudwell, J., Mansfield, L., Watson, B., & Wheaton, B. (2018).Feminist Praxis in Sport, Leisure and Physical Education.In The Palgrave Handbook of Feminism and Sport, Leisure and Physical Education (pp. 723-727). Palgrave Macmillan, London.
Ekelund, U., Steene-Johannessen, J., Brown, W. J., Fagerland, M. W., Owen, N., Powell, K. E., ... & Lancet Sedentary Behaviour Working Group. (2016). Does physical activity attenuate, or even eliminate, the detrimental association of sitting time with mortality? A harmonised meta-analysis of data from more than 1 million men and women. The Lancet, 388(10051), 1302-1310.
Marston, H. R., & Hall, A. K. (2016).Gamification: applications for health promotion and health information technology engagement. In Handbook of Research on Holistic Perspectives in Gamification for Clinical Practice (pp. 78-104).IGI Global.
Pedersen, B. K., &Saltin, B. (2015). Exercise as medicine–evidence for prescribing exercise as therapy in 26 different chronic diseases. Scandinavian journal of medicine & science in sports, 25, 1-72.