How Did Fitbay Target Baby Boomers By Changing Their Distribution Strategy
In efforts to help the demographic group Fitbay could quickly find the correct stores to shop at by changing their distribution strategy, so generation X time is efficiently used. Fitbay could target this group through their workplace and social activities where they would be most interested in this product. Also, Fitbay could target baby boomers by altering their distribution strategy to fitness gyms and active areas in the community. Moreover, to attract seniors Fitbay could change their promotional strategy by altering their online strategy to the television by providing the same survey on the television with a call back number and subsequently, mail them the recommendations. Furthermore, Fitbay can target different ethnic groups by changing …show more content…
Generation X, primarily consists of people aged from 36 years of age to 51 years of age, which would be an ideal target market because this group focuses on their career and economic standpoint. Fitbay would benefit from this, as this consumer group would look for clothing that fits their body type nicely to dress professionally and excel in their career. The physical appearance is most important to employers as that becomes the face of their industry, product or service. It is especially important to dress professionally to a job interview and make sure that your clothes fit appropriately and not wear a suit that is 3 sizes bigger than the actual body size. (Doyle, 2016). This may give the wrong impression to the employer that you are lazy and incompetent, being unable to complete the job. More importantly, Generation X live the adult life and some start families or join social activities which keeps them preoccupied for many hours of the day. Fitbay should target this group and help them save time by focusing on the specific store they should shop at instead of wasting time walking from store to store unable to find what their looking …show more content…
More specifically, Fitbay should target Chinese Canadians because they are one consumer group that focuses on status among the population, implying they purchase luxury products. Therefore they would be open to shopping at a variety of stores recommended and would want to purchase not just the necessary clothing but also the luxurious clothiers. Fitbay could benefit from Chinese Canadians belief about colours and number superstitions, as they could promote certain clothing brands that follow these
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