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Essay / Research Paper Abstract
A 10 page paper discussing the marketing of the Bowflex exercise machine in terms of its marketing mix. Nautilus, manufacturer of Bowflex, is well respected in fitness equipment, but it keeps its name separate from Bowflex through most of its promotion of the product. The paper discusses the marketing environment and the marketing mix, assessing the “3 Cs” (company, competition, consumers) and the “4 Ps” of marketing to recommend that Nautilus could seek to expand its distribution channel without entering into direct competition with its retailers. Bibliography lists 8 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KSmktgBowflex4Ps.rtf
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Unformatted sample text from the term paper:
product be if it is being sold through an infomercial? It can be very good, indeed, particularly if it is one manufactured and distributed by Nautilus. The Bowflex
exercise machine, the product of focus here, is one that has a reputation for being effective and highly useful for the purpose for which it was intended. The purpose
here is to assess Bowflexs marketing mix, and if any component of it could be enhanced to provide better results. Marketing Environment The Company
Bowflex is one of the primary products of The Nautilus Group, headquartered in Colorado and founded in 1986 for the purpose of marketing its Bowflex and TreadClimber lines of
home fitness equipment along with Nautilus Sleep Systems. The company manufactures its own products rather than only marketing them as do some other companies. One of the leading
names in exercise equipment, Nautilus markets its products both to individuals and to large fitness centers. It has several other brands as well, including Schwinn, StairMaster and Trimline.
It markets only Bowflex, TreadClimber and Nautilus Sleep Systems directly to consumers, using a "combination of television advertising, toll-free call centers, and Web sites"
(About the Nautilus Group, 2003). The Nautilus, Schwinn, Trimline, and StairMaster consumer fitness products are sold through retail outlets, and it sells its Nautilus, Schwinn, and StairMaster commercial lines
directly to health clubs. Thus anyone using commercial equipment finds familiar brand names when shopping for home fitness equipment, whether that shopping takes place at a retail outlet or
at home during an infomercial. Competition There are other brands of fitness equipment, of course. ICON Health and Fitness is the home
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