Theme : Sports
Brand name
Ajoy.
The alphabet “A” represent to the word “Ace”.
It means that our company hope that we are ace in all upcoming products as well as our first product, Grippie.
However, the “joy” imply that our company will always provide “joy” and”comfort” to consumer during they use our products.
The alphabet “A” represent to the word “Ace”.
It means that our company hope that we are ace in all upcoming products as well as our first product, Grippie.
However, the “joy” imply that our company will always provide “joy” and”comfort” to consumer during they use our products.
Product name
This product calls “Grippie” as it imply that this product able to help the users to feel the “grip” during their exercise.
We also choose this name because it sounds really catchy which may be able to catch the attention of the target audience.
We also choose this name because it sounds really catchy which may be able to catch the attention of the target audience.
Tagline
"Workout Strongly, Workout Efficiently."
The message of this tagline is very clear and simple to let the consumer know that Grippie will be able to provide great support which is where we came out with the idea ‘Workout Strongly.’ ‘Workout Efficiently’ was derived from the idea, ‘Workout Strongly’, with strength the user will be able to do more in lesser time.
"Workout Strongly, Workout Efficiently."
The message of this tagline is very clear and simple to let the consumer know that Grippie will be able to provide great support which is where we came out with the idea ‘Workout Strongly.’ ‘Workout Efficiently’ was derived from the idea, ‘Workout Strongly’, with strength the user will be able to do more in lesser time.
Unique Selling Point
Arm sleeve and arm supporter may have been invented and existed long time ago.
Based on research, the arm sleeves from other brand are more focused on avoiding from overstretching the muscles and also to protect the elbow. Their products also are lightweight and made by different materials to make them comfortable to wear it.
Grippie includes all of these basic functions. However, the unique selling point of our product from others is that our item focuses mainly on the grip between our arm and the ground or anywhere required. Grippie will become the first product which consists of function that prevent them from slipping away during workout.
This item is very helpful for those doing exercise that requires arm support. The outer layer of the arm sleeve is made of rubber that makes it less slippery. In addition, we also have an additional function to our arm sleeve which is to provide support as a protection for those who are doing lifting exercises.
Arm sleeve and arm supporter may have been invented and existed long time ago.
Based on research, the arm sleeves from other brand are more focused on avoiding from overstretching the muscles and also to protect the elbow. Their products also are lightweight and made by different materials to make them comfortable to wear it.
Grippie includes all of these basic functions. However, the unique selling point of our product from others is that our item focuses mainly on the grip between our arm and the ground or anywhere required. Grippie will become the first product which consists of function that prevent them from slipping away during workout.
This item is very helpful for those doing exercise that requires arm support. The outer layer of the arm sleeve is made of rubber that makes it less slippery. In addition, we also have an additional function to our arm sleeve which is to provide support as a protection for those who are doing lifting exercises.
Target Audience
Our target are mainly for people that do work out at home or in the gym. Since the exercises that requires Grippie are slightly tougher therefore the age range of people using this would be in between 18 years old to 43 years old.
Another target audience also includes people that do a lot of lifting exercise like body builders. The age of bodybuilders may vary but the age range would be roughly 20 years old to 45 years old.
Our target are mainly for people that do work out at home or in the gym. Since the exercises that requires Grippie are slightly tougher therefore the age range of people using this would be in between 18 years old to 43 years old.
Another target audience also includes people that do a lot of lifting exercise like body builders. The age of bodybuilders may vary but the age range would be roughly 20 years old to 45 years old.
Current Situation
- Kevin, 21 years old, law student in Taylor’s University. He is a trainer and always workout in Taylor’s Gym. He found out that his trainees have issue with slippery arm support during workout. The trainees will feel slippery when they want to plank because they sweat a lot after doing some workout before plank. Many exercises require arm support and therefore this becomes an issue.
- Winnie, 20 years old, fitness enthusiast. She works out on a daily basis for roughly 2 hours a day. She found out that, every time she does exercises that requires arm support such as planks and side planks her elbow turns red. If she does it consecutively for about 3 to 4 days the skin at her elbow and arm area will start to peel which will cause a lot of discomfort especially when she starts sweating. Besides that, she also does yoga once or twice a week. Grippie would be really helpful for some yoga positions like ‘ peacock feather pose’ and ‘Galavasana’ where she has to place her knee near the elbow area.’
- Paulus, 19 years old, bodybuilder. As a bodybuilder, his exercise requires a lot of weight lifting. As he always challenge himself to lift heavier, he realised that there are a lot of times where he will overstretched the elbow area.
Competitor
1. Under Armour
Under Armour is a very famous brand especially among bodybuilders. Items of this brand is easily spotted in gym. This brand is originated from the United States. It is founded by Kevin Plank in 1996. This brand has a wide range of products, from clothes to shoes and even sports accessories. This brand may be our biggest competitor as it is already a well established brand in Malaysia itself. The hand sleeve that they are selling is in within the price range of RM 60 - RM 110. |
2. Coolomg
The Coolomg Company is a new company in the market. It was started only in 2014 in California, United States. As it is still a new company, therefore it is still not that known in Malaysia unless users shop through Amazon, then they will be able to find this brand there. This brand has products which are closely related to our company because their products are limited which are arm sleeves and knee sleeves. The price range of their arm sleeve is roughly RM60 excluding shipping fee. |
3. Battle Sports Science
Battle Sports Science was founded in 2009 at Omaha, Nebraska. Battle Sports Science produce products mainly on protection gears. For example, impact indicator, battle shield facemasks, battle helmets, etc. As this company focuses on protection gears it is actually closely related to the product of our company. This product however is more famous in the United States than other countries. The company claimed that their quality of their products are the best in the industry. Their arm sleeve price range is slightly higher where it is ranged between RM90 to RM120. |
4. Mc David
The Mc David company began in 1969 and was founded at Bellwood, Illnois. The first product of this company was knee brace for athletes. By 1980, the company gain enough revenue to expand more products into production which includes products for sports, protection, performance or sportmed. This brand has yet to penetrate the local market yet although they do provide online shopping internationally. As this brand is already quite established the price range of their arm sleeve is between RM70 to RM90. |
5. Nike
Nike was founded in 1964 with the name Blue Ribbon Sports. Nike was actually founded by University of Oregon by Phil Knight and his coach. Nike is known internationally whether is it Asia or Europe. Nike is everywhere. However, Nike does not specialise in protection gear. Instead the company focuses more on sports wear like sports shoes or sports attire. Nike has the ability to compete with any existing sports company due to their high revenue which enable them to venture into any new products. For example their arm sleeve price range is between RM100 to RM130. |
Product Positioning
SWOT Analysis
Channel of Distribution and Pricing
A perfect way of distributing and reaching a product to the consumer is one of the most important way towards the success. Most of the sports brands in Malaysia are having their own store to distribute their product. Due to Ajoy is a new brand in the market, the first way to make it reach to the consumer, Grippie, will be sell through a sports shop where it sells a lot of sports products, such as Stadium in Pavilion, Kuala Lumpur. Apart of being a shopping mall, Pavilion is known as one of the most-visited place when we visit Kuala Lumpur, therefore considering the amount of the visitors every day, it is a good place to start. Stadium covers the crossover of the sports into the domain of fashion and lifestyle. There are a lot of famous brands sold in the Stadium such as Reebok,Nike, Vans and many more. It also is a RSH Malaysia’s first flagship concept store. Stadium is a reliable sports shop as we can identify that they lead active lifestyles without sacrificing comfort, fashion and quality.
Beside that, not only in Pavilion but Stadium also open up a store in KLCC. KLCC is one of the famous attraction that tourist will go. The tourists may buy our product and bring back to their own country. This gives a good opportunity for our brand to not only be known in Malaysia but many other countries. Besides that most of the consumers there are high income receiver and can easily afford to buy our products.
This leads to the point where we also decided to set up an online store for Grippie. If our products are made known to other countries but people are unable to buy it then it would be a great loss to the company. Through online store, people can buy this product without even needed to particularly go the shopping mall just to get Grippie. With just a few clicks on the buttons they can get Grippie delivered to their doorsteps. Online store also includes international shipping which means international buyers can get our product through online. Getting international customers are our utmost priority because the target audience in Malaysia is very limited. In order to expand our business we definitely need more business from overseas to build up our brand name.
Another good distribution channel would be Sports Direct. This is because middle income people tends to visit sports shops like Sports Direct instead of Stadium. Sports Direct has a lot of branches throughout Malaysia too. Therefore, it will be a very good platform for us to attract middle income users as our product is not over price like the other well established brands.
In addition, we also choose to distribute our product to Celebrity Fitness. Celebrity Fitness has a lot of branches all around Malaysia and it is one of the most favourable gym in Kuala Lumpur especially among the working adults as well as university students. We can try to promote Grippie through Celebrity Fitness. For example, asking trainers to let their trainees test use Grippie during the workout. Besides that, Celebrity fitness also provide classes like Yoga. During Yoga classes, the Yoga Guru can also encourage their students to try out Grippie. Good product will definitely have good reviews. Hence, this will enhance the popularity of Grippie in gym market as well as amount of users and increase the buyers.
A perfect way of distributing and reaching a product to the consumer is one of the most important way towards the success. Most of the sports brands in Malaysia are having their own store to distribute their product. Due to Ajoy is a new brand in the market, the first way to make it reach to the consumer, Grippie, will be sell through a sports shop where it sells a lot of sports products, such as Stadium in Pavilion, Kuala Lumpur. Apart of being a shopping mall, Pavilion is known as one of the most-visited place when we visit Kuala Lumpur, therefore considering the amount of the visitors every day, it is a good place to start. Stadium covers the crossover of the sports into the domain of fashion and lifestyle. There are a lot of famous brands sold in the Stadium such as Reebok,Nike, Vans and many more. It also is a RSH Malaysia’s first flagship concept store. Stadium is a reliable sports shop as we can identify that they lead active lifestyles without sacrificing comfort, fashion and quality.
Beside that, not only in Pavilion but Stadium also open up a store in KLCC. KLCC is one of the famous attraction that tourist will go. The tourists may buy our product and bring back to their own country. This gives a good opportunity for our brand to not only be known in Malaysia but many other countries. Besides that most of the consumers there are high income receiver and can easily afford to buy our products.
This leads to the point where we also decided to set up an online store for Grippie. If our products are made known to other countries but people are unable to buy it then it would be a great loss to the company. Through online store, people can buy this product without even needed to particularly go the shopping mall just to get Grippie. With just a few clicks on the buttons they can get Grippie delivered to their doorsteps. Online store also includes international shipping which means international buyers can get our product through online. Getting international customers are our utmost priority because the target audience in Malaysia is very limited. In order to expand our business we definitely need more business from overseas to build up our brand name.
Another good distribution channel would be Sports Direct. This is because middle income people tends to visit sports shops like Sports Direct instead of Stadium. Sports Direct has a lot of branches throughout Malaysia too. Therefore, it will be a very good platform for us to attract middle income users as our product is not over price like the other well established brands.
In addition, we also choose to distribute our product to Celebrity Fitness. Celebrity Fitness has a lot of branches all around Malaysia and it is one of the most favourable gym in Kuala Lumpur especially among the working adults as well as university students. We can try to promote Grippie through Celebrity Fitness. For example, asking trainers to let their trainees test use Grippie during the workout. Besides that, Celebrity fitness also provide classes like Yoga. During Yoga classes, the Yoga Guru can also encourage their students to try out Grippie. Good product will definitely have good reviews. Hence, this will enhance the popularity of Grippie in gym market as well as amount of users and increase the buyers.
Pricing
The pricing for a normal Grippie which is the original one without any design would be about RM50-RM60.
However, for those who fancy to have Grippie but wanting to have different designs, they may customize their Grippie with the price range of RM75-RM85.
The pricing for a normal Grippie which is the original one without any design would be about RM50-RM60.
However, for those who fancy to have Grippie but wanting to have different designs, they may customize their Grippie with the price range of RM75-RM85.
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