Joe ChismJoe ChismChad DoocyChad Doocy

Justin HuetherJustin HuetherCourtney MoriartyCourtney Moriarty

Sports MarketingFall 2008

Mission StatementMission Statement

It is the primary goal to provide It is the primary goal to provide consumers with a new, innovative consumers with a new, innovative

product that will assist in achieving a product that will assist in achieving a maximal level of physical performance. It maximal level of physical performance. It is our hope that this product will reduce is our hope that this product will reduce the occurrence of injuries and enhance the occurrence of injuries and enhance

athletic performance by improving athletic performance by improving strength, balance, stability, and overall strength, balance, stability, and overall

physical condition.physical condition.

Steel Barbell

Removable AquaCylinders

RemovableAquaCylinders

Our patented AquaCylinder is made of a durable polyurethane compound that can hold different volumes of

water.

The cylinders are interchangeable on any standard Olympic barbell (with a special attachment) or the AquaLift bar

bought through our company.

The cylinders will be offered in 1,3,5, & 7 gallon sizes

Multi-FunctionalityMulti-Functionality

• Main use is the basic core lifts – the “Big 4”Main use is the basic core lifts – the “Big 4”– Bench Press, Squat, Military Press, Dead Lift.Bench Press, Squat, Military Press, Dead Lift.

• Can also be used with secondary exercisesCan also be used with secondary exercises- Tricep Extensions, Bicep Curls, Shrugs, etc.- Tricep Extensions, Bicep Curls, Shrugs, etc.

• Since the AquaLift system can be used with Since the AquaLift system can be used with a standard bar, no specialized racks are a standard bar, no specialized racks are needed needed

Goals Goals

• To increase awareness of the product and companyTo increase awareness of the product and company• To shape our company’s image so we can sell new To shape our company’s image so we can sell new

products in the futureproducts in the future• Find a specific target market for each product we sellFind a specific target market for each product we sell• To make profitTo make profit• To show consumers new trends in exercise scienceTo show consumers new trends in exercise science• To create an advantage over competitors, through To create an advantage over competitors, through

association or exclusivityassociation or exclusivity• To gain unique opportunities, like sole event To gain unique opportunities, like sole event

sponsorships or university endorsementssponsorships or university endorsements

IntentionsIntentions• Sell to health clubs, fitness centers, Sell to health clubs, fitness centers,

strength and conditioning programs, strength and conditioning programs, and schools. and schools.

• Make it high-quality and safe, yet Make it high-quality and safe, yet affordable.affordable.

• Wide range of uses and weights to Wide range of uses and weights to make it practical for persons make it practical for persons capable of resistance training.capable of resistance training.

Trends in the Fitness Trends in the Fitness IndustryIndustry• Unorthodox methods (“Rocky” training)Unorthodox methods (“Rocky” training)

– Leaning away from traditional lifting to gain a competitive Leaning away from traditional lifting to gain a competitive edgeedge

– Kettle Bells, Sand Bags, Chains, Bungees, Water, etc.Kettle Bells, Sand Bags, Chains, Bungees, Water, etc.

• Why?Why?– Using these methods helps with balance and stability Using these methods helps with balance and stability – Incorporates full body movements and emphasizes core Incorporates full body movements and emphasizes core

strengthstrength– Can be used in training for any sport Can be used in training for any sport – Varying resistance requires focus and determinationVarying resistance requires focus and determination

Market Segmentation and Market Segmentation and Key Target PopulationsKey Target Populations

• Demographics – We are looking to sell mostly to Demographics – We are looking to sell mostly to athletes and fitness professionals, but make it athletes and fitness professionals, but make it marketable to in-home users.marketable to in-home users.

• Geomarket – Sellable to relatively anyone through Geomarket – Sellable to relatively anyone through the internetthe internet

• Psychographic – We are looking for teams and Psychographic – We are looking for teams and individuals who want to add an edge to their individuals who want to add an edge to their performance. performance.

• Product Usage Rates – This apparatus should be Product Usage Rates – This apparatus should be used in conjunction with a fully developed used in conjunction with a fully developed resistance training program. It can be used as resistance training program. It can be used as much or as little as the trainee or trainer decides. much or as little as the trainee or trainer decides.

Product BenefitsProduct Benefits

• AquaLift is unlike conventional weightlifting AquaLift is unlike conventional weightlifting equipment because it incorporates stability equipment because it incorporates stability and balance while enhancing core strength. and balance while enhancing core strength. It also requires focus due to the fact that It also requires focus due to the fact that the water has a movable center of gravity.the water has a movable center of gravity.

• Due to the fact that the AquaCylinders can Due to the fact that the AquaCylinders can be used with any standard bar, a multitude be used with any standard bar, a multitude of lifts and exercises can be accomplishedof lifts and exercises can be accomplished

• Our product can accommodate most users Our product can accommodate most users – varied water levels means individualizing.– varied water levels means individualizing.

SWOT AnalysisSWOT Analysis• StrengthsStrengths

– New Athletic TrendsNew Athletic Trends– Balance and Stability are not as prominent in training, Balance and Stability are not as prominent in training,

our product blends those aspects with strength and our product blends those aspects with strength and endurance while focusing on the coreendurance while focusing on the core

• WeaknessesWeaknesses– Not yet main-streamedNot yet main-streamed– Few studies done on effectivenessFew studies done on effectiveness

• OpportunitiesOpportunities– Innovation Innovation – People are looking for new advantages over competitionPeople are looking for new advantages over competition

• ThreatsThreats– People aren’t willing to change habits or try new ideasPeople aren’t willing to change habits or try new ideas

““Impossible is Nothing”Impossible is Nothing”

• WeaknessWeakness into into StrengthStrength

• ThreatsThreats into into OpportunityOpportunity– It will take time for our product to It will take time for our product to

become well-known, but we can force it become well-known, but we can force it into the main-stream segment by letting into the main-stream segment by letting college teams and sports training college teams and sports training facilities use AquaLift. facilities use AquaLift.

– When the success is apparent from our When the success is apparent from our trial tests, people will be more apt to try trial tests, people will be more apt to try our product in their personal settings.our product in their personal settings.

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Aware Non-Consumer

Misinformed Non-Consumer

Non-Aware Non-Consumer

Light Users

Medium Users

Heavy Users

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Data-Based Marketing Data-Based Marketing SystemSystem

Consumers Non-Consumers

Internal Sources

-Sales Records -Inquires -Accounting Records -Letters/Calls (Complaints/Praises)

Secondary

-Research Reports -Trade Press -Trade Shows

External Sources

Integrated for effective decision makingMarketing Decision

Product

Consumer Reaction

Primary

-Personal Observations -Surveys -Personal Interviews -Experts

Feedback

Loop

Product and Brand CyclesProduct and Brand Cycles

• We will introduce this product into the We will introduce this product into the market through a “trial phase” with some market through a “trial phase” with some national college sports programs and national college sports programs and sport training facilities. sport training facilities.

• As these teams and athletes begin to As these teams and athletes begin to stand out and make huge gains our stand out and make huge gains our business will begin to boom.business will begin to boom.

• As with all products, we expect to see As with all products, we expect to see decline in the sales of AquaLift at some decline in the sales of AquaLift at some point in the future. However, since our point in the future. However, since our equipment is not an everyday item, we equipment is not an everyday item, we forsee that AquaLift and the forsee that AquaLift and the AquaCylinders will not reach full maturity AquaCylinders will not reach full maturity for some time. for some time.

• When that time comes, we plan to When that time comes, we plan to enhance this product with various enhance this product with various attachments and improvements we will attachments and improvements we will develop with the help of feedback from develop with the help of feedback from our consumer.our consumer.

• We will also come out with new innovative We will also come out with new innovative products such as water weighted balls, products such as water weighted balls, water “sand bags”, and other products.water “sand bags”, and other products.

• Our hope is to continue to satisfy our Our hope is to continue to satisfy our consumer needs to prevent from consumer needs to prevent from declining.declining.

AquaLift Association in all AquaLift Association in all Realms of Sports Realms of Sports

• SponsorsSponsors– Look into sponsoring an MMA event, Gym, Sport FacilityLook into sponsoring an MMA event, Gym, Sport Facility– Look for endorsements from collegiate or professional athletesLook for endorsements from collegiate or professional athletes– Look for sponsorships from Weightlifting Empires (Power-Systems or Look for sponsorships from Weightlifting Empires (Power-Systems or

Hammer Strength) Hammer Strength)

• AthletesAthletes– Allow a college sport’s weight room to use our product with their Allow a college sport’s weight room to use our product with their

athletes and look for an increased level of performance on the playing athletes and look for an increased level of performance on the playing field.field.

• AgenciesAgencies– Use agencies to create brand associationsUse agencies to create brand associations– Agencies can connect us with sponsors, events, etc. Agencies can connect us with sponsors, events, etc.

• Health ClubsHealth Clubs– Less intimidating for the everyday “Average Joe”Less intimidating for the everyday “Average Joe”

Core IssuesCore Issues

• Satisfaction = Benefits – CostSatisfaction = Benefits – Cost• Price Price

– Cheaper than competitorsCheaper than competitors– More versatile and adaptableMore versatile and adaptable

• ValueValue– Multi UseMulti Use– Made to lastMade to last

• Brand Reputation Brand Reputation – High QualityHigh Quality– Known to be used by “winners”Known to be used by “winners”

• Selection VarietySelection Variety– Different sizes of AquaLift cylinders availableDifferent sizes of AquaLift cylinders available

• ServiceService– Money Back guarantee if not satisfiedMoney Back guarantee if not satisfied– Willing to replace defective and tainted equipmentWilling to replace defective and tainted equipment– Willingness to give consumer satisfactionWillingness to give consumer satisfaction

PricingPricing

• 1 Gal. Set - $1271 Gal. Set - $127– 8.5 lbs/cylinder8.5 lbs/cylinder

• 3 Gal. Set - $1623 Gal. Set - $162– 25 lbs/cylinder25 lbs/cylinder

• 5 Gal. Set - $1935 Gal. Set - $193– 41.5 lbs/cylinder41.5 lbs/cylinder

• 7 Gal. Set - $2157 Gal. Set - $215– 58 lbs/cylinder58 lbs/cylinder

• Bar Bar (50 lbs, with built-in locking (50 lbs, with built-in locking mechanism) mechanism) - $200- $200

• Olympic bar attachment Olympic bar attachment piece - $50piece - $50

•Abrasion Defying

•Tear Resistant

•Withstands Weather

•Heat and Cold Resistant

Our specialized AquaLift bar will be adaptable for use with chains and will allow the use of added plates.

Promotion Promotion

• AdvertisingAdvertising

• Personal SellingPersonal Selling

• PublicityPublicity

• Sales PromotionSales Promotion

AdvertisingAdvertising

• Webpage: Webpage: www.aqualiftsports.comwww.aqualiftsports.com

• Commercials on Spike and ESPNCommercials on Spike and ESPN

• Ads in Ads in Strength and Conditioning Strength and Conditioning JournalJournal

• Flyers in sporting storesFlyers in sporting stores

Personal SellingPersonal Selling

• Salesmen in gyms and health centersSalesmen in gyms and health centers

• Trade ShowsTrade Shows

• State FairState Fair

• Weightlifting ConventionsWeightlifting Conventions

PublicityPublicity

• Performance studiesPerformance studies

• Personal testimonialsPersonal testimonials

• New gym tours New gym tours

• Comparison articles (Bench vs. Comparison articles (Bench vs. AquaLift)AquaLift)

Sales PromotionSales Promotion

• Buy 2 sets of AquaCylinders, receive Buy 2 sets of AquaCylinders, receive the free AquaLift Barbellthe free AquaLift Barbell

• Beach Season Blowout (10% off)Beach Season Blowout (10% off)

• Displays in storesDisplays in stores

Advertising Communication Advertising Communication ProcessProcess

Source(Advertiser)

Message

Perception Process

Receiver (Audience) Destinatio

n

Channel (Media)

Channel (Word-of-mouth)

Signage/EndorsementsSignage/Endorsements

Flyers and Posters in fitness clubs, gyms, health-oriented businesses (GNC)

Endorsed by major colleges/universities

Public Relations = Media + Public Relations = Media + CommunityCommunity

• Main goal is to increase trafficMain goal is to increase traffic– Informing and CommunicatingInforming and Communicating– Shaping and Enhancing our ImageShaping and Enhancing our Image– Gaining Popular SupportGaining Popular Support– Recruiting and Developing BusinessRecruiting and Developing Business– Launching New Products/InnovationLaunching New Products/Innovation– Generating and Collecting FeedbackGenerating and Collecting Feedback

Informing and Informing and CommunicatingCommunicating

• We plan to maintain contact with We plan to maintain contact with beginning weight-lifters, starting with beginning weight-lifters, starting with high school athletes.high school athletes.

• Compilation, Presentation, Compilation, Presentation, DisseminationDissemination

• Publish informational brochures, Publish informational brochures, support studies, user manualssupport studies, user manuals

Shaping and Enhancing Shaping and Enhancing ImageImage

• Our products are safe and made with Our products are safe and made with well-constructed materials well-constructed materials

• Guaranteed with warranty against Guaranteed with warranty against defects and deterioration over time, defects and deterioration over time, but not misusebut not misuse

• Our state-of-the-art customer service Our state-of-the-art customer service team will ensure satisfactionteam will ensure satisfaction

Public Relations = Media + Public Relations = Media + CommunityCommunity

• Main goal is to increase trafficMain goal is to increase traffic– Informing and CommunicatingInforming and Communicating– Shaping and Enhancing our ImageShaping and Enhancing our Image– Gaining Popular SupportGaining Popular Support– Recruiting and Developing BusinessRecruiting and Developing Business– Launching New Products/InnovationLaunching New Products/Innovation– Generating and Collecting FeedbackGenerating and Collecting Feedback

5 P’s5 P’s

• ProductProduct

• PlacePlace

• PricePrice

• PromotionPromotion

• Public RelationsPublic Relations

SourcesSources

• Polyurethane -Polyurethane -http://http://www.sdplastics.com/polyuret.htmlwww.sdplastics.com/polyuret.html

• TextbookTextbookHardy, Stephen, Bernard J. Mullin, and Hardy, Stephen, Bernard J. Mullin, and

William A. Sutton. William A. Sutton. Sport MarketingSport Marketing. New . New York: Human Kinetics, 2007. York: Human Kinetics, 2007.