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promotion. Overall, attractiveness as well as effectiveness of segment, could be analysed and considered from perspective of market segment criteria. Therefore, concentrated marketing is KH target segment aim at people who age over 30, middle-class with healthy lifestyle and lived in Brisbane, identifying maximise opportunity and profit as well as minimise risk while performing business (Refer to Appendix e).There are advantages in both external environment and internal environment, however, we still have some disadvantage on selecting the target segment. For example, wearable tech industry is high
competitive and high brand awareness industry and the market is now leading by Apple (Refer to Appendix f), so we face the obstacles that it is hard to gain high market share, based on the SWOT analysis. Thus, our market strategy is concentrated marketing that focuses on one specific group of customers instead of going after small share of the large market. Besides, changing of technology is high influence on the business, it is not only an advantage for business growth but also a disadvantage that we need to update the data and system frequently.Due to the issue above, KH speculated that positioning at better service, customised glasses and promotion via physical store and internet. Firstly, if your product had any damage in 1 year after purchase we offer full guarantee for after sale service and also refund. Secondly, customers and customised their product with an adorable price, which they can have their unique pedometer glasses or design it as a gift to someone special. Thirdly, the promotion will have in physical store (sample, flyers, advertisement…etc.) and through internet (Keep Healthy website, Facebook, all the information customer needed…etc.), in order to increase brand awareness. Lastly, we want customerto have a good experience in our store (bright light, clean, technological feel) and with their purchasing (simple, easy to use, well design and comfortable) all the employees will have a good knowledge about the product and wear uniform to show consumers that Keep Healthy is an organisational business with positive attitude and do our best to maximum customer satisfaction. As a result, our business positioning map is shown at (Appendix g).7.0 Branding Brand nameThe name of our sportswear company is Keep healthy, as established by business Keep healthy Pty Ltd.Value propositionThe target market of KH is people over 30 who have the economic capability and times to do sports. This people can get a ‘low price and high standard service’ experience in our company. This is demonstrated by providing customized service, adding attractive and useful feature to the product. Although Keep Health has low brand awareness recently, it launches its product and service through advertising on social media, covering more potential customer on other region so that enhance its reputation. Particularly, the offer of warranty and update service is effective and efficient to build relationship with the loyalty customers.