Centrum Vitamintz
Launch Case
SPMK 4014
Sports Marketing
George Brown College
A product launch case
by
Centrum Vitamintz Launch Sponsor
GoodLife Fitness
GoodLife Fitness is the largest Canadian fitness organization aiming at
giving every Canadian the opportunity to live a healtier, happier life and feel
better about themselves through its philosophy of «caring».*
GoodLife Fitness promises its members to meet people sharing their values
such as the love of health, fitness and life itself by joining them.**
«Caring» about people’s health and well being, GoodLife Fitness is the
perfect sponsor match to launch Centrum Vitamintz which proposes to
strengthen the immune system in an innovative way bringing along a fresh
breath.
GoodLife Fitness’ sponsorship would hit the bullseye, as our primary target
market is composed of diet conscious, mostly white-collar professionals
which also have families and are aspiring to live healthy, while exercising
regularly and attending sports and cultural events in urban centres of various
provinces.
*http://goodlifefitness.com/About/AboutGoodLife.aspx
**http://goodlifefitness.com/About/Facts.aspx
Integrated Marketing Communications Theme
“GoodLife Fitness healthfully asks:
Did you have your Vitamintz Today?”
IMC Strategy : Advertising
Social media uses: Facebook groups and side bar ads, launching GoodLife
Fitness’ new membership campaigns also on twitter, baring the logo of Centrum
Vitamintz,
Circulation of vans showing ads with HD screens on both sides around city
downtowns in various provinces, during morning and evening rush hours,
especially in business districts,
Distribution of sample packs in sponsors’ gyms, while also offering members free
towels and water bottles, with logos of the sponsor and the sponsee’s printed on,
Free pack distribution near subway locations during rush hours, while offering
two gym memberships for the price of one, if registration to GoodLife Fitness is
completed at the giveaway booth,
Creation of a survey about Vitamintz, accessible through the link at the sponsor’s
web page about Vitamintz and offering a one-year free gold GoodLife Fitness
membership to every 200th participant.
IMC Strategy : Retail
 Centrum Vitamintz going to be sold exclusively at Shoppers Drug Mart,
 Engaged customers who follow the questions marks to be placed on the floor will
reach the limited 5 pack edition of Vitamintz, and will be paying only the price of
3, while the remaining amount will be donated to The Children’s Wish
Foundation*,
 For shoppings exceeding $150 (including 2 packs of Vitamintz), customers will be
gifted a free one-month trial at GoodLife Fitness and get a 10% discount in case
they decide to register for a one-year membership later on, while instantly
donating 10$ to The Children’s Wish Foundation and earning 250 Optimum
Bonus Points,
 Green bags on which are printed various photos of children realising their wish
will bare GoodLife Fitness’, Centrum Vitamintz’s and Shopper Drug Mart’s logos
at both bottom sides. These will be sold at the cashier for 5$ : 3$ for the charity,
and 2$ for Shoppers Drug Mart.
*http://www.childrenswish.ca
IMC Strategy : Events & PR
EVENT 1 : «You can run and you can hike» A sporting event as an urban walk
(e.g. The Don River Valley in Toronto). Participants and families will be provided
with free Vitamintz samples, towels, water bottles and free t-shirts with logos on
during the event. At the finish, a GoodLife Fitness info and registration booth will be
placed.
EVENT 2 : «Take a fresh breath to wish !» A sporting and charity event in
Queen’s Park. Participants and families will bring their mats and exercise outside.
Children involved with the Foundation and charity’s representants will also be
present. Aside the giveaways and GoodLife Fitness registrations, the booth will have
a donation section. Childrens will have fun while they contribute to fundraising for
making other children’s dreams achievable.
EVENT 3 : « GoodLife is in a fresh Vitamintz breath!» A prize and sporting
event. The lucky purchaser of Vitamintz finding a GoodLife Fitness logo under its cap
will earn a one week deluxe golf holiday at Fairmont Chateau Whistler (Whistler,
BC) for two with all travel expenses included.*
*http://www.fairmont.com/whistler/
IMC Strategy : Grassroots
 GoodLife Fitness is an ideal sponsor for Centrum Vitamintz regarding the
considerable primary target market intersection they have,
 Leveraging is mainly based on free sample giveaways, special offers of the
sponsor, prizes and outstanding special events,
 Advertising is aiming at making a difference by not being based solely on sample
giveaways or traditional advertising tools. It effectively uses social media and
innovation tools through urban visual mobile ads in addition to sampling,
 Market entry barriers concerning store policies are broken to an extent by the
question mark application and is creating a major gateway to donations,
 Retailer is guaranteed by various policies some minimum level of profit including
raising customer loyalty,
 Events are targeting active individuals and their families aspiring to live healthy,
and do sports in order to focus on the target market. Charity is introduced in an
outdoor event to raise awareness aside collecting donations and make the day of
the children involved.
«GoodLife Fitness healthfully asks :
Did you have your Vitamintz today?»
Advertising
• Social media uses :
Facebook,
Twitter..
•Innovative mobile
advertising vehicles
•Giveaways : sample
Vitamintz, free
towels, free water
bottles, free T-shirts,
•Exclusive offers of
GoodLife Fitness,
•Big prize hidden
under the cap of a
Vitamintz pack.
Retail
Events & PR
• Vitamintz to be sold
exclusively at Shoppers
Drug Mart,
•«Question
Mark»
application aiming at
breaking the store policy
of Shoppers Drug Mart
as a market entry barrier,
• Shoppings
including
two
product
and
exceeding 150$ rule’s
ratio : providing a
guarantee of minimum
profit accompanied with
creating some customer
loyalty,
•Green bags also aim at
providing Shoppers Drug
Mart some profit with
free ad.
• 3 events :
2 outdoor activity
and 1 sports holiday
prize,
• Mainly planned to
differentiate and
include activity
while keeping it
«urban»,
• Charity element is
actively included in
one core outdoor
event,
• Exclusive holiday
prize is indirectly a
sport event for 2
persons as a golf
vacation.
Cause
• A truly meaningful
cause : The
Children’s Wish
Foundation,
•5 pack product to
be reached by
question marks is
the first component
of donations,
•Another
considerable in-store
donation amount is
due to shoppings
that exceeds $150,
•Green bags with
children’s photos
target raising
awareness, while
offering again the
retailer a guarantee.