BRAND POSTIONING STRATEGY & COMMUNICATION PLANNING.ELITE FINESS

Living Elite – Own Your Life!


BACKGROUND.

After 7 years of operation, Elite has a lot of difficulties in finding the right path to develop an outstanding brand from its competitors. Besides, they are also not satisfied with the brand image as well as the lack of standardization in the brand identity system. Elite identifies the need for a support consultant to increase market share and dominate TOM (Top-of-mind) in the field of Fitness & Yoga in Vietnam.

SOLUTION.

•  Researching the Brand context (4C Research) in which qualitative research is conducted for 4 customer groups (Focus-Group) and survey on 500 samples.
 
•  The Brand Positioning Strategy focuses on increasing the awareness of the community in physical training to gain prosper health and spirit.
 
•  Brand Development Strategy: Operational Management & Orientation of Customer Experience Manament (C.E.M).
 
•  Brand communication strategy planning 2017 - 2018: LIVING ELITE

RESULTS.

•  Sales of the same period increased by 17% in 2018.
 
•  The number of customers increased by 20% compared to before 2018
 
•  Expand Elite Fitness chain up to 11 training centers across 5 cities.
 
•  Successfully building Elite Active Brand for the mid-end segment with 04 centers in 03 cities.
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