You are the director of marketing and branding for BRIGHTLINK FITNESS, a successful chain of fitness centers that caters to female clients. BRIGHTLINK FITNESS has numerous locations in North America. The fitness centers offer female clients annual or month-by-month memberships. BRIGHTLINK FITNESS offers members access to quality fitness equipment and exercise classes, in addition to health information, recipes, products, and a sense of community. BRIGHTLINK FITNESS executives believe that the success of the company is due to the female only clientele. Many women feel uncomfortable exercising alongside men or feel that men's fitness goals are different. BRIGHTLINK FITNESS is seeking to expand to other countries. When researching which nations exhibit a need for physical fitness and have the fewest number of fitness centers available, India ranked highest. After three decades of a strong economy, weight gain has significantly increased since 1975. This has led to India's average life expectancy decreasing to only 68 years, which is the 125th lowest in the world by the World Health Organization. Gym memberships are held by fewer than 1% of the population. India's population is distributed across many regions, but gyms are only located in large cities, making them inaccessible to much of the population. Fitness centers in India are perceived to be for "muscle-men", who lift weights to gain mass and muscle. The conservative customs of Indian culture also make it extremely rare for women and men to workout together. Women in less populated areas are unfamiliar with the concept of fitness and are unlikely to be aware of fitness companies that cater to their needs. YOUR CHALLENGE: The senior vice president wants to open multiple BRIGHTLINK FITNESS locations in India - in both large and small cities. The senior vice president of BRIGHTLINK FITNESS wants you to create a strategy for introducing the brand to Indian women. Your strategy must include initial groundwork to educate Indian women on the benefits of fitness and the unique offerings of BRIGHTLINK FITNESS. PERFORMANCE INDICATORS 1. Define a brand strategy. 2. Develop strategies to position products/services. 3. Describe the role of customer voice in branding. 4. Communicate core values of product/service. 5. Pitch your preliminary marketing strategy.