When compared to other in-person sessions required for physical therapy.

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this assignment, on a team, you will be developing a marketing plan for an active business, Body SpringLinks to an external site.. This business provides a specific physical therapy product to help people manage pain and improve body movement. Throughout this process, you will be communicating with the founder, Dr. Meena McCulloughLinks to an external site.. Each team will be creating a business plan for the company. Particular attention should be paid to the sections on branding and promotions.
Body Springs Link: https://www.bodyspring.fit/
Throughout the process we will be “communicating” with the founder: Dr. Meena McCullough (Link provided : https://www.linkedin.com/in/meena-mccullough-08499596/ )
********I AM ATTACHING THE MARKETING PLAN**** ALL I NEED DONE IS AN IMPLEMENATION ACTION PLAN (INCLUDING SUB BULLETS, SCHEDULE AND RESPONSIBILITIES. LISTED BELOW.
6. Implementation
1. Action plan
1. Schedull
2. Responsibilities
2. Marketing Control and Metrics
1. Evaluation of stated objectives
I AM ATTACHING THE MARKETING PLAN WE HAVE SO FAR. please read it
i AM also copying and pasting a different segment to consider below. as it should help establish an approach to what we want to achieve.
Marketing Goals and Objectives
Goals:
Goal 1: Increase awareness of the product, and educate potential customers about the
method and the benefits associated with it. First potential customers need to become
aware that there is a new product on the market, what it has to offer and what results it
can achieve.
Goal 2: Build an online brand community on Facebook and other social media. Next, a
brand needs to be built by endorsements of customers. In order to sell this product
while minimizing one-on-one facetime with clients, an online community will be key.
Goal 3: Build interest in the product. Now that customers are aware, it is important that
interest is built in the product where customers can envision themselves using it, and
gaining a new outlook on life with improved physical performance.
Objectives:
Objective 1: Creating Awareness through advertising. The public can be informed about
the product and method through Facebook advertising. Facebook advertising should
also direct customers back to the Body Spring website to further their education on the
method. Starting with owned media (the company’s site), and moving to earned media
(customer reviews and feedback) will help grow credibility for the brand.
Objective 2: Build an online brand community through the ballroom clients as well as
others that have tried the method. Create a community online through Facebook
through connections through physical therapist clients that have tried the product and
can speak to its results. Endorsement and comments from actual customers will help
legitimize the brand and method.
Objective 3: Participate in the local community to build interest in the product. In order to
build interest, and drive the public to action to purchase, live demonstrations could be
helpful. Hosting live events to teach the method could be a great way to sell
merchandise. Allowing customers to try the product and feel results could drive strong
interest in the product. These classes could be held in gyms, dance studios, or at health
fairs.
Marketing Strategies
Product-Market Combinations
In the near future, a line of light-weight exercise equipment will be released that
could be used in junction with the original patented product. This line of
equipment will all be used to release tension in the facia for older active adults.
Market Segmentation, Targeting, and Positioning
Segmentation
Dr. Meena identified the original target market for this product to be the ballroom
dancing community located in the area. This group was perfect to try and evaluate the
product and method for this new product because they met a few important
qualifications. Because the method for this product is more rigorous, it was first
important that the potential client be in good physical shape, but also had a desire to
improve mobility and ease of movement in the body. Easing into this market was a
natural process since Dr. Meena already had connections in this community through her
love for dancing.
Geographic Segmentation
Starting with local ballroom dancers first is the best way to connect to clients on a one-
on-one basic to begin to build a brand. Establishing a core group of users for the
product will help to establish it as a trusted brand. Putting time in with local communities
will help in establishing an online community that could boost sales in other geographic
locations.
Demographic Segmentation
The most ideal demographic for this product is active adults ages 30-to-60 years-of-age.
The equipment and method require that the client be strong and agile, but results are
most needed in aging athletes that are starting to notice discomfort or even pain from
activity.
Social Class
Middle-to-upper class athletes will be targeted for this product. Wellness and health
products are most popular in higher income households due to the extra income needed
beyond purely the essential survival goods.
Psychographic Demographics
This product is best suited for those who see great value in health and wellness and
value a more wholistic approach to health. Chronic pain is a hot topic in western
medicine which is usually met with recommendations of pain killers. This product works
in opposition to that, providing a solution to the pain itself instead of the down-stream
effects.
Target Marketing
Primary Target Market
Primary target market for the initial release of the product will be for dancers in the
North Texas area. Dr. Meena’s connection to the ballroom dancing community will aid in
branching into this market first. The connection with local universities may aid in
breaking into the collegian dancing community as well.
The initial release will require more one-on-one time with clients to explain the product
and educate the user on the methodology of releasing the facia. This release will be
happening in parallel of development of more video tutorials to use in order to educate
future prospective clients.
Secondary Target Market
A reasonable secondary target market would be active adults 40-60 years of age in
North Texas. There are many other sports that older adults enjoy in the area who could
also benefit from this product such as golf, volleyball, rowing, swimming, walking, etc.
Once a community is built online with the original target market of ballroom dancers, it
will be easier to branch out to other potential clients of the same age with other athletic
interests.
Tertiary Target Market
The final market to break into would be athletes of any sport. Athletes deal with pain
from overuse of some muscles or repeated movements. Access to an at-home system
to relieve pain and improve function and movement of the body could be a game
changer starting at age 30 or possibly even earlier depending on the athlete.
Positioning
It is important to highlight to any potential customer that this product is a first of its kind.
There are no comparisons and no substitutes. Dr. Meena’s credentials and years of
research and testing also bolster the brand.
The most important aspect is to accurately inform the customer of what this new
invention is. Because there is no other product to compare it to, the education of the
customer is key. The best source of information on how to best reach new customers
and accurately convey the benefits of the product would be to survey those who have
tested the product. This test group would know how to best reach their peers.
Another key benefit to highlight would be the price. This product is very cost effective
when compared to other in-person sessions required for physical therapy. In
comparison to massages or medical bills from therapy, this product would pay for itself
in one or two sessions with a competitor. The utility of this item is also better since no
appointment is needed and the sessions can be unlimited.
Limiting contact with a therapist could be an added benefit to limit exposure of germs or
airborne illnesses. Older clients may be concerned about close contact with others
depending on the case numbers of Covid-19 or Flu. Once they are trained to use the
equipment, no in-person contact is needed.

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