|
Garza’s Wholesale Nutrition By Clint T. Duncan 1/25/18 In a world fueled by its love for entertainment and competition, athletes and your general gym goers are trying to get an edge anyway they can. Professional athletes attempting to push their genetic limits as well as average people trying to get in the best shape of their life are turning to sports supplements and individualized training programs to get a boost in their performance and a jump start towards seeing results. The Food and Drug Administration, labels dietary supplements as vitamins, minerals, herbs, amino acids and enzymes that come in pills, and powders. (FDA, 2005.) These supplements are available for purchase from many different sources that are easily accessible; nutrition stores, grocery stores, even gas stations and online stores, these supplements are sometimes only a click away. The same kind of access can be said for finding a program to get in shape, there are gyms in almost every town across America, you can watch a video on YouTube and find that perfect workout, download an app with prescribed workouts, or even hire a personal trainer that will meet you at your house. One store, Garza’s Wholesale Nutrition is attempting to be all of these things and prove that they can be the one stop shop to accomplish all health and fitness goals. Initially when I began studying Garza’s Wholesale Nutrition, I thought that there was most likely a nutrition store or gym on every corner around a populated metro area. As this might be true the fact still remains that Americans spend more money in dieting, dieting products and weight loss surgery than any other country in the world. According to Marketdata, Americans spent $46.3 billion in weight loss products in 2004, the last year a survey was conducted. (Dray, 2017.) Therefore, I believe there is potential in the market for Garza’s to not only compete but excel. For this reason, Garza’s Wholesale Nutrition is working on finding their competitive frame of reference. This is defined as which other brands a brand competes with and therefore which brands should be the focus of competitive analysis. (Kotler, Keller, pg 276.) Garza’s Wholesale Nutrition offers nine different kinds of tailored fitness programs to thousands of people from Edmond, Moore, OKC, Yukon, Tulsa, Deer Creek, Piedmont, Midwest City, and from all over the world using their LIVE Broadcasting system. These programs range from 21-day fat loss challenges to elite training programs meant for the serious athletes looking for a challenge. The pricing strategy of these programs is designed to remain competitive against other business in their market. The organization is taking steps to communicate its programs validity and reasonable pricing for the quality of coaching a consumer receives. To date there are hundreds of customer testimonies that help show the value provided from these affordable fitness programs. These testimonies can help Garza’s Wholesale Nutrition determine their competitive points-of-parity, or the associations designed to overcome perceived weaknesses of the brand. (Kotler, Keller, pg 281) Alongside the fitness programs, Garza’s Wholesale Nutrition also offers a wide range of dietary and fitness supplements at wholesale prices. These products are available in stores and online, allowing for a convenient option if you are not wanting to drive to the store. The organization believes that there is an untapped market potential in the Edmond/Oklahoma City areas. When visiting the store at the Edmond location, I was impressed by the layout/display of the products in the store. The difference that Garza’s Wholesale Nutrition has when compared to other stores that I have seen is the ease a customer has when locating a product, they are interested in. In addition, the workers at the store were knowledgeable about the products when I pressed them on the contents within the supplement products. A point of emphasis for Garza’s Nutrition that the managers told me were that they want to be known for quality and value. Meaning they are not simply trying to make a sale all the time, they are well educated in the products they carry. Also, they asked me questions about what my goals were and helped tailor the ideal selection that would meet my needs. I left the store knowing that I not only was more educated in sports supplements than when I walked in but I did not feel like just another sale. The workers really seemed to take pride in their business; it was evident that they had been trained well by strong leadership. Partnering with a gym in the Edmond area, Garza’s has been able to bring in new customers by offering discount prices to trainers who bring in their clients to buy products. The organization relies on new clients as the physical fitness and health industries are full of similar competitors. With heavy competition in the local area and limitless online competition Garza’s needs to push to get new customers to switch to them over the threat of close substitutes. (Kotler, Keller, pg 232.) This is the main area of improvement that the organization is currently working on. I would recommend that the organization continue to strive for lower than market costs and better than market quality in order to be the preferred product choice over substitutes. Promoting the product through advertisements and social media appears to be the focus for now. The goal is to have a measurable increase in customers that recognize their brand. Every week the company pushes out content through its media channels (email, Facebook, Instagram, and text messaging). Updating customers who have signed up about current sales and available discounts. Store workers have been asked to attempt to sign up new customers to receive these updates in hopes of generating a strong reputation as a value and quality brand. (WC-948) References: Dray, T. (2017, July 18). Facts & Statistics About Dieting. Retrieved January 25, 2018, from https://www.livestrong.com/article/390541-facts-statistics-about-dieting/ Center for Food Safety and Applied Nutrition. (n.d.). Dietary Supplements - Dietary Supplement Labeling Guide: Chapter I. General Dietary Supplement Labeling. Retrieved January 25, 2018, from https://www.fda.gov/Food/GuidanceRegulation/GuidanceDocumentsRegulatoryInformation/DietarySupplements/ucm070519.htm Kotler, K. (2012). Marketing Management. Pearson Education Limited.
Related Articles -
Marketing, Porters five forces, Branding, Brand, Diet, Nutrition, Fitness,
|
