Vinchay Strategy copy

The foam roller market is competitive with brands offering

similar products but leaves an open opportunity for innovation

to take over and produce a product that caters to many of the

target’s necessities that the current foam rollers in the industry

do not fulfill. The demand for a product like the Vinchay Roller is

supported by the current demand for health conscious products.

Many of our competitors offer foam rollers that are composed of

unnecessary features, which have no real health and therapeutic

benefits to the consumers. Whereas Vinchay Roller, is created with

both soft tissue and deep tissue rings while the end caps allow

users to interchange to different rings quickly and effectively in

order to provide an extensive reach on self myofascial release.

Overview

Competitors

Target Market

The current problem is that more and more consumers gain access

memberships to CrossFit and High Intensity Interval Training, which

involves short bursts of activity followed by a short period of rest or

recovery, has doubled every two-years since 2009. Because of the

popularity of these high intensity workouts, people are also getting

really sore or even injured. From cross-training to mud runs to power

yoga, the latest exercise trends emphasize a “go big or go home”

attitude, which is harder on your body and can easily lead to strains,

sprains and more serious injuries.

Our solution is to provide our consumers with a foam roller that adjust

to their needs. With a slide able feature that can target multiple areas

of the body, for self-myofascial release. With our innovative product features,

our goal Is to start with the market that needs our product the most,

“Cross-fit Athletes”, and building awareness of the use of our technological

advances that differentiate us from our competitors.

Problem

Solution

Gain Exposure in the local market

Build brand awareness by 20% within the first 6 months

Meet projected sales quotas

Establishment of online community

Increase Online Sales through Company Website

Product

Foam Roller

Placement

Sports Authority 14 Stores Locations

GNC 25 Stores Locations

Dick Sports Stores 3 Store Locations

Equinox Gym 3 Locations

45 stores total

Marketing Objectives

Marketing Mix

Price

$100 / cost of foam roller with adjustable rings

Promotion

Online Banner

Magazine Ads

Mall Stands

Viral Video Commercial

EVENTS

Participation in trade show:

Nissan Health & Fitness Expo – offers exposure to Pinnacle

Entertainment Group, Fitness Experts, and CVS pharmacies f

or potential distribution as a wellness product

23-24 Jan 2015

Florida 5k Events:

January 31, 2015 - Florida Warrior Dash 2015

February 14, 2015 - Tampa Florida Spartan Race

Spartan Stadium Sprint 2015

February 21, 2015 - Florida Rugged Maniac 2015

Promotional Booth

Show appearance with promotional booth at the finish line for

participants to test live after intense physical activity.

Visual Executions

Magazine Ad

On Muscle and Fitness,

Women’s Fitness and Sports

Illustrator. A full spread which will

Introduce the company and website,

As well as briefly describe product

features and benefits.

Online Banner Ad

Placed on Facebook as we create

brand awareness and establish

a fanbase, building an online

community, in which direct interaction

with our consumers will be held for

product and service improvement.

Mall Stand Ad

This ad of our model will be featured in areas

like Dolphin Mall, which will have direct access

to one of our store providers like Sports Authority.

The purpose of this ad will be strictly to promote sales

within our vendor’s stores, for increase of demand.

SWOT Analysis

Strengths

Adaptive Features

Longer Lifetime

Covers 3 spectrums

(Soft, Medium, Hard)

Track Control

For men and womenWeaknesses

Size

Start-up Company

Lack of Funds

Competitive IndustryOpportunities

Entering the market

(as an Innovative Roller)

Chance for mass market expansion

Corporate Investors

Digital Kickstarter Camp.

Social Media Buzz

Diverse Culture

Acceptance

Threats

Control of leading brands

Numerous brands in market

Social Media Plan

Goals

Gain Exposure in the local market

Build brand awareness

Meet projected sales quotas

Establishment of online community

Increase Online Sales through Company Website

Organization & Marketing Objectives

Within the first 3 months of our campaign we aim to enter the

local market of South Florida with future aspirations for

nationwide exposure.

Short Term

Increase and maintain active audience on Instagram, Facebook and Twitter

Reaching a total of 1,000+ followers on Instagram

Reaching a total of 2,000+ likes on our Facebook Page

Reaching a total of 1,250+ followers on Twitter

Social Media Plan

Strategy

Social Media Marketing

Instagram

Our tactic for Instagram involves using a popular hashtag every day of

the week along with our company name as a hashtag to attract viewers.

Example: Fridays - #FlexFridays - will be used with a picture of an ideal male

or female figure flexing which resembles the visual concept of our target

audience; that same popular hashtag will be used with our company hashtag

#vinchay in order to create a trend among our community.

A Copy for the post would go somewhere along the lines of:

Just finished our workout time to go #Vinchay #flexfridays

#hatebeingsore #swolelife

Other images that will be posted will relate to health within one’s active

lifestyle, fun facts, lifestyle images that demonstrate lively persona which

reflects the kind of brand that we are.

Social Media Plan

Facebook

Since the demographic who uses this platform is an

older audience from our target market will strictly be used as a

base of information and announcements for company actions,

updates, and demonstration of lifestyle.

But more importantly this company profile will mainly be used

as a gateway to communicate directly with our online community.

Our posts regarding promotions will be placed under the budget

to “Boost” post for more exposure, views, likes and potential consumer

awareness.

Having the opportunity to get direct feedback as well as, take notes

on what needs to be fixed for customer satisfaction, while always

responding to consumers online that way the community observes

that the company is active and remains with good customer service.