Actiiv Activewear Marketing Plan

1 Actiiv Activewear Marketing Plan Actiiv is a pioneering force in the gym apparel market in a world increasingly oriented towards fitness, inclusivity, and sustainability. The company was founded in September 2023, and it is more than just a brand; it is a lifestyle, a commitment to empower and inspire individuals to lead health-focused and happier lives. Actiiv’s approach is driven by inclusivity and innovation, setting it apart in a competitive industry where style meets performance and fitness knows no boundaries.

Company Overview Actiiv was founded by a passionate group of fitness enthusiasts striving to revolutionize the activewear industry. In this regard, it is committed to delivering various activewear options that cater to budget-conscious and those seeking luxurious, personalized gym wear. The company's mission is to promote style and sustainability in the apparel market by embracing a healthy lifestyle, regardless of shape or size.

Competitive advantage The apparel market is highly competitive, but Actiiv’s competitive niche is clear. The company's products are focused on health-conscious millennials and inclusive-driven Gen Zers.

Against this background, the company recognizes their preferences and celebrates them. This approach, size-inclusive and sustainable activewear, attracts diverse customers who make up the company’s customer base.

2 Actiiv’s Goals Actiiv’s business model is anchored on innovation, customer experience and market expansion. In this regard, it is committed to delivering cutting-edge fabrics that enhance performance and comfort in the activewear market. In addition, the company will progressively adapt to the evolving needs and expectations of its consumers. Also, as the company grows, it aims to expand its presence through various channels, including e-commerce, physical stores, fitness centres, and health clubs.

Situation Analysis SWOT Strengths 



Weakness

Inclusivity-Actiiv's

size-inclusive



approach sets it apart, appealing to a

entrant in the market, Actiiv faces

diverse customer base.

challenges

Sustainability-Commitment sustainable

materials

aligns

growing

eco-conscious

with

Unique



consumer

building

brand

Initial

Investment-The

company's

initial return rate is expected to be low due to startup costs.

Market

Position-Actiiv



Competition- The gym apparel market

combines affordability and luxury in a

is highly competitive, making it

single brand, catering to various price

challenging to stand out.

ranges. 

in

recognition.

to

values. 

Limited Brand Awareness- As a new

Visionary Leadership: Founded by fitness enthusiasts with a strong

3 commitment to a healthy lifestyle.

Opportunities 

Growing

Threats Health

and

Wellness

Trends-Increasing





Established Competitors-Established

health

gym apparel brands with larger

consciousness among Millennials and

budgets and market share pose a

Gen Z presents a significant growth

competitive threat.

opportunity. 



E-commerce

 Growth-The

rise

of

Economic downturns

Factors: may

Economic

affect

consumer

online shopping provides an excellent

spending on discretionary items like

platform to reach a broader audience.

activewear.

Partnerships-Collaborations

with



Supply

Chain

Disruptions-

fitness influencers and health clubs

Dependence on the supply chain for

can help expand Actiiv's reach.

materials and manufacturing can be

Product

vulnerable to disruptions.

Innovation-Continuous

development of new fabrics and styles can

keep

the

brand

fresh

and

attractive.



Changing

Consumer

Preferences-

Evolving

consumer

trends

and

preferences can impact demand for specific styles or features.

Marketing Goals The following marketing goals will guide Actiiv:

4 Increase Brand Awareness- The company targets to raise brand recognition by at least 10% within the next five years. This will involve a comprehensive social media and content marketing strategy to reach a wide audience. In addition, it will collaborate with fitness influencers and celebrities to promote the brand.

Boost Online Sales-Actiiv targets to achieve at least a 5% year-on-year online sales over the next five years. It will achieve this target by optimizing its e-commerce platform and running targeted campaigns on Instagram and TikTok. Grow Email Subscriber List, Instagram and TikTok followers- The company intends to increase its following on social media platforms by at least 2% per month. In this regard, it will employ lead generation strategies such as offering exclusive discounts to website visitors and a given number of followers on Instagram and TikTok. Drive inclusivity messaging-Inclusivity has become an essential feature in the contemporary business climate. In this regard, Actiiv will develop inclusive marketing campaigns highlighting diverse body types and share customer success stories. These stories will help to grow the subscribers and followers on the company’s social media platforms.

Launch new product lines- The company will focus on introducing at least two product lines per year to cater to customer profiles. This will involve continuous innovation using new fabrics, styles, and inclusive designs., leveraging customer feedback to guide product development.

Expand market reach- The aim in this aspect is to grow the company's presence in Gen Z's market and use various distribution channels to expand the company's reach by at least 20%

5 in the next five years. The company will explore opportunities for collaboration with health clubs and fitness centres, guiding opening of physical stores in strategic locations.

Measure and analyze-The goal is to consistently measure and analyze performance using KPIs and making data-driven adjustments. The company will achieve this goal by setting up tracking tools like Google Analytics and social media insights and undertaking periodic reviews to optimize the marketing strategies.

Target Market The primary target audience-The company will focus on millennials and Gen Zers who are health-conscious and value-inclusive. In this regard, it will target males and females to promote inclusivity. The physical stores will be primarily in urban and suburban areas, with the potential for a broader reach through online sales. The customers' interest will be in health, wellness, sustainability, eco-friendly products, fashion and body positivity. Lastly, the company's values will be inclusivity, sustainability, affordability, and style.

Secondary Target Audience- This customer category will comprise Gen X and Baby Boomers who are active and health-conscious. Actiiv will target males and females living in urban and suburban areas for increased reach through online sales. Their interest will be in health, fitness, wellness, and affordable activewear. The company's values in this space will be comfort, performance, and affordability.

Segmentation for Specific Promotions Athletic Performers- This category focuses on those aged 16-40 whose interests include fitness, gym workouts, sports, wellness, and sustainable products. The company will adopt a messaging tone that highlights performance-enhancing features and inclusivity.

6 Eco-Conscious Shoppers- Customers aged 16-75 whose interests include sustainable and eco-friendly products, fashion and wellness. The messaging for this category will focus on sustainable materials and ethical practices.

Budget-conscious

Shoppers-consumers

aged

16-75,

whose

interests

include

affordability and stylish activewear. The messaging for this category will include affordability without compromising style.

Fashion Enthusiasts-The- The customers in this space are those aged 16-40 whose interests are fashion, style, and fitness. Their messaging will include trendy and stylish activewear collections.

Customers Demographics-the- The primary customers are Millennials and Gen Zers, male and female, aged 16-40, residing in urban and suburban areas.

Market Segments-diverse segments, including athletic performers, eco-conscious shoppers, budget-conscious shoppers, fashion enthusiasts, and body positivity advocates.

Needs-Customers seek stylish, sustainable, inclusive activewear that fits well and enhances performance.

Product and Competition Competing brands offer a range of activewear, from basic to premium lines. The key competitors include established brands with a strong presence in the activewear market. Actiiv will adopt trends in the industry, including sustainable materials, versatile designs, and size inclusivity. Its unique selling points include a combination of affordability, luxury, and inclusivity.

7 Current Sales in the Industry The activewear industry has grown steadily in recent years, driven by increasing health and wellness trends.

(Fortune Business Insights, 2021) Benchmarks The benchmarks are based on the market size, as demonstrated below

(Grand View Research, 2022)

8 References Fortune Business Insights. (2021, August). Sportswear Market Size, Share, Industry Forecast 2028.

Www.fortunebusinessinsights.com;

Fortune

Business

Insights.

https://www.fortunebusinessinsights.com/sportswear-market-102571 Grand View Research. (2022). Activewear Market Size & Share Analysis Report, 2028.

Www.grandviewresearch.com. https://www.grandviewresearch.com/industry-analysis/activewear-market-report