Promotion channels for FitOne

One of the ways companies gain a competitive advantage in the market is through successful incorporation and management of promotion channels. A promotion (also called marketing) channel is a set of practices or activities necessary to transfer the ownership of product, and to move products from planning to successful implementation. This process typically consists of all the institutions and marketing activities involved in the promotion of a product. When developing our promotion channel mix, we've considered the cost, flexibility and quick adaptation to changing markets and demand.

As we learned from the video, marketing channel of  virtual product can be short, extending directly from the vendor to the consumer; or may include several interconnected (usually independent but mutually dependent) intermediaries. There are also two channels - virtual (that includes Dedicated/E-Commerce App and website, aggregators, social commerce, Flash Sales) and physical (for example, value added reseller and direct sales force)
and as most of the businesses, we are going to use both. 

As to our online promotion, the website is going to be our main platform and source of information for our users (simultaneously and later, one of the main revenue streams from advertising) with mainly SEO and Google Adwords as a main traffic source. To accommodate users on the go, FitOne application (both for Android and iOS and distributed through App Store and Google Play) will be developed with intuitive interface to include same information and easy GPS navigation of the restaurants for the users. Another important platform is going to be social media - Facebook page with advertising (Page Post Links and Page Likes) as well as Twitter and Instagram. We are going to use social media as one of the main platforms for announcing product updates, news, competitions, etc.


As for physical distribution channels we are planning to include, we want to create posters and leaflets to be displayed and distributed in restaurants and cafes as well ad print media: in flight magazines to cover tourist segment, advertising posters in public transport and related publications to attract the general public.

By Julia Bespala