1) Behavioral :
1a)people who regularly (and habitually) exercise , know benefits of exercise well
1b)people who occasionally exercise, know benefits of exercise and try to exercise regularly
1c)people do not have much knowledge of benefits of exercise, do not feel the need for exercise
2) Attitudinal : not sure if this will be appropriate for ActiveD type of intervention ...? also, the brand is not known to people yet, so mostly customers should be head loyals who will compare the benefits of ActiveD with other programs and choose to be involved in ActiveD.
2a)heart loyals
2b)head loyals
2c)hand loyals
1. Category definition
-What business are we in?
we are in "exercising-promoting" business &
"fun&building cameraderie(or family/friends fun)" business
-Dfun will be acting as a categorie leader and stimulate demand rather than stealing share.
Dfun will create a new category with no competition at the beginning, emphasizing the benefit of having fun, building cameraderie, and supporting each other, while other exercising-promoting programs focus on the physical benefits of exercising.
The problem here is that the category leader's brand awareness in general pretty high, but not in this case. I have to induce brand awareness while pioneering a new category of exercise promotion marketing. I was thinking that maybe I could persuade some small campaigns to join ActiveD rather than doing their own small thing which might not be as effective as helping out ActiveD...
2. Stimulate Demand strategies have three ways - new users, new volume, and new value.
-- acquisition: Because every customer wil lbe a new user of ActiveD, it is important for me to focus on increase in awareness of the benefits of ActiveD as well as ActiveD brand. (targeted toward people who do not exercise?)
--retention: i should convince existing consumers to consume more. (maybe target toward people who exercise relatively regularly?)
--retention: Lastly, new value : steal share could be inappropriate for this project because there is no other similar program in existence.
stimulate demand strategies using acquisition ( mostly) and retention
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I'm not functioning very well and probably i will come back to this portion... but that's it for now.
I like your strategic quadrant analysis so far. My main concern relates to your category definition, however. Generally, there is no such thing as a category with no competition; in this case, there are other activities/programs people could engage in to exercise and build camaraderie. Gyms have all sorts of activities that help people meet each other and get in shape. Also, drop-in sports leagues that give people the chance to have fun while exercising can be found in most cities. This doesn't mean that a stimulate demand strategy is the wrong choice, but I recommend thinking critically about your category and all of the players in it.
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