Case Study: 7, Morning Walk vs Morning Walker

Morning walk is simplest and most neglected form of exercise. Human Body is perhaps the best example of self-sustainable machine. It has been designed keeping in mind the entire ecosystem. The entire body requires oxygen to operate and the releases carbon di-oxide which in turn is again used by plants to finally convert it into less harmful gases. Every human being agrees and believes that some amount of exercise is good for keeping human body fit, but despite that there are plenty of excuses for not indulging in exercise or any other physical form of activity. Any form of exercise is often used as curative rather than preventive. Human body and its physiological activities are complicated and difficult to understand and the same is true for human behavior as well, which makes the job of a marketer tougher. Everyone is aware and believes that some form of exercise is essential to keep the body in shape, but getting those 30-45 minutes in 24 hours is a difficult job and probably a formal research might conclude with “1001 reasons for not exercising”.

According to health experts “Morning Walk” is best form of exercise, and a brisk walk for 45 minutes 4 days a week will give immense measurable benefits. Early Morning Walk provides adequate amount of oxygen to lungs and blood thus leading to a feeling of re-energizing. It sets the rhythm for body and sets the tone with nature. Starting with slow pace the duration and speed may be increased with time. Researches have proved that brisk walk of 45 minutes, 4 days a week will lead to 18 pounds weight loss in one year with no change in diet. It helps in burning calories and fat to give body a better feel and figure.

Some benefits of morning walk include:

1. Walking energizes, awakens the body chakras and relaxes mind.

2.Provides adequate amount of fresh oxygen which releases huge amount of energy.

3.Walking decreases stress hormones and increases relaxation hormones (beta-endomorphins).

4.Strengthens heart.

5.Delays or prevents major diseases or illness.

6.Reduces blood pressure and the risk of stroke.

7.Reduces cholesterol.

8.Strengthens joints and bones.

9.Helps control weight.

10.Improves mood and self-esteem.

11.Contributes to “brain fitness”.

12.Gives energy and a good night’s rest.

13.Improves balance and circulation.

14.Boosts immune system.

Morning Walk: Let’s Talk (data is hypothetical and should not be cited anywhere else)

A pan India study indicates that almost everyone is aware of the benefits of morning walk and some exercise. Yet only 40% indulge in one form of exercise or the other. Out of these 10% are enrolled with gyms and other health spas. 5% who belong to the premium or elite class have a small gym in their home with personal trainer. Remaining 25% are morning or evening walker based on their convenience.

In bigger cities/ metros finding a suitable place for a morning walk in itself has become a luxury. Rapid urbanization has given rise to multi-storied residential/ commercial apartments. Although the District Municipal/Development Authorities have done their jobs to some extent by developing some parks for morning walkers where a minimum amount is charged as membership to provide adequate space for walking in tune with nature. Smaller cities are still more greener compared to bigger counterparts. For remaining 60% exercise is not a regular activity. Some of them do it when they feel like but they are not regular with their exercise regime. Lack of time is the biggest deterrent for adopting any exercise regime. Although they are also aware of the benefits of exercise and also with the negative repercussions for not exercising still they find themselves in limbo when it comes to adopting a suitable exercise regime. Housewives especially find it difficult to fit exercise in their morning schedule because of responsibilities of kids and the morning hassles.

Morning walk also faces many challenges, rainy days, chilling winter’s sends shivers to the will power of even the die-hard morning walker fans. India’s climatic conditions makes morning walk unsuitable for around 100-125 days in a year. The other challenge is finding a suitable place for morning walk, in metros people have to travel to distances up to 10 km to reach the right place/joggers park. Another threat which has emerged in last one decade is the security concerned. Every year almost 05-20 politicians, bureaucrats or big businessman have been kidnapped, attacked or killed while they were on a morning walk, their morning walk led them to the last walk of their life. Many cases have cropped up where a female aged morning walker had been duped off with their precious jewelry. Every now and then there are cases of hit and run cases with morning walkers as well. These happenings have added to the excuse list for not walking in morning and has further hampered the spirit of morning walkers.

From Morning Walk to Morning Walker

Considering the benefits of morning walk and the various deterrents associated with it, “Fit-Kit” a multinational company dealing in health and exercise product is planning to launch a morning walker in India. Morning walker is an incredible quality exercising machine that helps in keeping fit and healthy. It is an amazing jogging machine to keep at home that helps in maintaining good health and is great to have in daily life. 15 minute of Morning walker jogging is equal to 10000 seconds brisk walk. It provides the benefit of 8 km walk on foot which is great for maintaining good physique.

The price ranges from 8000 -12000 INR. The product is portable and is easy to store as well. Using the device on an empty stomach with only a glass of lukewarm water is very beneficial. The product also helps in providing relief from constipation and indigestion or other stomach disorders. Morning walker is also very effective in reducing your excessive body weight. Usage of the product 2-3 times a day continuously for about 60 days will bring a noticeable change for sure.

Some Features:-

The product comes with great features such as -

• It is compact, portable and simple to use
• It is very economical.
• It makes bones and joints strong.
• Reduces muscle fatigue.
• Improves Blood Circulation.
• Relieves from various diseases/ailments.
• Enhances the functions of internal organ
• Balances autonomic nervous system
• Increases the breathing capacity
• Improves bodily fluid base-acid equilibrium
• Strengthened spinal column
• It consumes just 50 watts of power and comes with a fully automatic timer.

The company is planning a nationwide launch during New Year -2021 which like previous year will be marked with lots of New Year resolutions in India.

Suggest a launch plan for morning walker, which different segments may be targeted, suggest the brand elements, what should be communicated to different segments, identify any additional information required and also mention how it may be collected and how it will help in arriving at a better decision. Please answered the case study in detailed manner with relevant information only.