Magna Deca free essay sample

Jim Sherwood, the marketing manager of a consumer goods company called Magna Deca had his attention caught by direct marketers that were working with the continuously growing home fitness equipment market. Jim’s company focused mainly on marketing through traditional channels. However he was eager to get into direct response marketing and felt they had found an appropriate product to do so. Magna Deca had acquired an at-home physical fitness gym that sold at less than $500. 00. If the market was there, Magna Deca was ready to test it out and see what direct response marketing would do. With that said, a direct response advertising firm was hired to come up with a test direct marketing plan. The plan that was suggested includes simultaneous testing of four positioning concepts and five magazines from five different media groupings at the same time. The names of 20,000 subscribers of five different magazines were to be rented and one quarter of each of these 20,000 subscribers sets were to be exposed to one of four positioning concepts. We will write a custom essay sample on Magna Deca or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page A decision was made that a test program would be run under the name Personal Fitness System. In order to test both media and the message, 5,000 subscribers from each magazine would be mailed a lead generation piece that would be built around each of the four positioning themes. These themes are contained in the following headlines for four different self-mailers: 1. $500 won’t pay for much medical care, but it could buy a lifetime of better health. 2. You don’t have to spend hours jogging to get the exercise you really need. . Give your family the benefit of a complete $40,000 gym for less than $500 4. The Million Dollar Body for less than $500 Yes, I think that the Family gym is a viable direct response product because it is targeting entire families at once. By encouraging a healthy, fit family, this gives the buyer more reasoning to purchase the equipment in order to not only benefit themselves but their family as well. Motivations for buying a family gym would be: $There is no traveling time to the gym People feel more comfortable exercising in the privacy of their own home if they dislike the gym atmosphere $Family gym would be much less expensive than gym memberships for the entire family $A family gym is convenient in the fact that you can exercise whenever the time is right for you $Family gym could become an activity to spend quality time and stay active with family members This relates to positioning because it sets the family gym apart from main competition which would be an actual gym facility. The motivations and attributes of the family gym give meaningful and beneficial reasons to the consumer on why the family gym is more convenient choice than gym facilities to the consumer. The combination of attributes would also allow the company to position for competitive advantage. The media that the company is using is magazines. I think that all of the choices for magazines to position the concepts in are viable to targeting men and possibly their family members when looking at the family gym aspect. Business week using the health improvement, alternative to jogging and family gym positioning concepts. Playboy could be associated with any of the concepts Sports Illustrated using body building and health improvements Mechanics Illustrated could use all concepts Time using health improvements, alternative to jogging and family gym concepts 4. Amor effective way of approaching this situation would be if the company chose the most effective magazine that would fit best with one of the positioning concepts and place all