Marketing Strategy Plan Canadian Exercise Case


MarketingStrategy Plan: Canadian Exercise Case


InCanada, people are not actively involved in exercising or fitnessprograms. Therefore, the Canadian population presents an appropriatemarket for a program that aim to promote exercise and body fitness.According toLamb and McDaniel (2008), amarket gap exists where the customers are not fully engaged in theproduct a supplier is providing. In this case, Canada presents amarket opportunity. However, the market strategy adopted mustunderstand the reasons why Canadians do not exercise and how toapproach them. Marketing a health and fitness program to Canadiansrequires a clear understanding of the market situation so as todetermine the focus of the marketing strategy. The marketing strategywill focus on understanding the target market and addressing theirneeds based on their challenges and context.

Recentresearch indicates that Canadian adults do not exercise regularly orat all. According toAbma (2011),less than 20 percent of Canadians get enough exercise. That meansthat at least eight out of every ten Canadians do not have a regularexercise program. According to Week (2012), around 15% of Canadiansconfirmed to fulfill the proposed fitness guidelines that require atleast 2.5 to 3 hours be spent on moderate or vigorous exercising perweek (Weeks,2012).This means that the opportunity for an exercising program wouldsucceed if the plan would address the need for exercising in Canada.The opportunity, however, must be informed of the research thatpeople do not exercise. Therefore, the marketing strategy faces achallenge that must be solved.

Thefact that the majority of Canadians do not exercise presentslimitations to a fitness program or an exercising program. To solvethis challenge, a comprehensive market research should be done todetermine the reasons why people do not exercise. Further, a marketresearch should explore the challenges that people face, so as toprevent them from exercising. By understanding the challenges facingthe 75% of Canadian adults, the marketing strategy will focus onsolving the problem by addressing the challenges. Through theunderstanding of why people do not exercise, a marketing strategywill give reasons why people should join an exercising program.

Itis also important to understand the demographics of the target marketand how they behave in relation to exercising. In terms of gender,males are more receptive to exercise and fitness programs than thefemales. According to Abma(2011),17% of adult Canadian men in 2011 met the guidelines for the minimumexercise of 2.5 hours per week. This is in comparison to women whohad only 14% of the adult women population having regular exercisesand meeting the guidelines (Abma,2011).Therefore, the marketing strategy would focus the plan on encouragingmen and women to engage in exercises by adopting slightly differentapproaches to the two groups. This can be done by segmenting themarket into two segments based on gender and exploring the motivationof each.

Inaddition, the understanding of the reasons that make people avoidexercises is important for developing and effective marketingstrategy. One of the main elements to explore is the economic reasonsbehind the behavior of Canadians in relation to exercise. People areso much hooked into their jobs that do not engage in exercises andmost of the jobs involve little activity. According to HealthyCanadians (2015), adults in Canada spend about 9.5 hours a day onsedentarypursuits and activities that they execute while sitting down.Therefore, a marketing strategy should communicate an exerciseprogram with a schedule that fits the work program.

Tofurther understand the situation of exercising in Canada, it isimportant to explore the impact of inactivity on the population. Oneof the main consequences of inactivity is poor health and increasingof the risk for health conditions and diseases. According to HealthyCanadians (2015), some of the diseases that are associated withinactivity are diabetes, hypertension, cardiovascular diseases andarthritis. According to Diabetes Association of Canada (2015),physical exercises are one of the main recommendations of reducingthe risk for diabetes. HealthyCanadians (2015) report that over 1.1 million Canadians have heartdisease, a disease associated with the lifestyle of inactivity.

HealthyCanadians (2015) arguethat inactivity leads to obesity and overweight condition, which is amajor risk factor for such diseases. Tjepkema(2005) reportedthat 27% of sedentary Canadian men are obese compared to the 19.6 ofmen who are active. As a health measure, exercises and regularactivity are considered to be important to avoid these diseases. Thismeans that Canadians will benefit from the exercises more from theexercise in terms of health than just physical fitness.

Accordingto Ontanario Statistics (2015), exercise is any activity that engagesa person’s physical exertion that is aimed at improving the fitnessand overall health of an individual. In this regard, OntanarioStatistics (2015) explained that a good exercise should involve atleast 20 to 30 minutes of physical activity every day. Therefore,proper attention should be laid on the activities that people defineas regular exercise. As recommended by Kotlerand Armstrong (2010),a marketing strategy should include the descriptions of the market byeffectively communicating the need for the products and the benefitsthat accrue to people. Through the understanding of the reasons whymajority of Canadians do not exercise, a marketing strategy willfocus on communicating the importance of exercises.


Abma,D. (2011). Graphic: Fewer than20% of Canadians get enough exercise, says&nbspStatsCan.Retrieved From,&lt 23, 2015

CanadianDiabetes Association, 2015. PhysicalActivity &amp Exercise.Retrieved From,&lt 23, 2015

HealthyCanadians, 2015. Heart Disease- Heart Health. RetrievedFrom, &lt 23, 2015

LambC., &amp McDaniel C. (2008). Marketing.New York: Cengage Learning

Kotler,P., &amp Armstrong, G. (2010). Principlesof Marketing. UpperSaddle River, New York:

PearsonPrentice Hall

Tjepkema,M. (2005). &quotMeasuredObesity–Adultobesity in Canada: Measured height and weight&quot. Nutrition:Findings from the Canadian Community Health Survey. Ottawa, Ontario:Statistics Canada.Retrieved From,&lt 23, 2015

OntanarioStatistics, (2015). Whyexercise is vital to health.RetrievedFrom, &lt 23, 2015

Weeks,C. (2012). Health Statscan reportsays many Canadians not as active as they think.Retrieved From,&lt 23, 2015