Communication Strategy in Health and Fitness Industry: Case Study of CAMELIFE
Anindya Anggraini Putri1*, Amilia Wulansari1
1 School of Business and Management, Bandung Institute of Technology, Bandung, Indonesia
*Corresponding Author: [email protected]
Accepted: 15 September 2022 | Published: 1 October 2022
DOI:https://doi.org/10.55057/ajrbm.2022.4.3.36
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Abstract: The COVID-19 pandemic in Indonesia, has an impact on increasing awareness of health, one of which is a change in lifestyle to a sedentary lifestyle causes a lack of physical activity including sports. With the increase in exercise, especially sports that aim to increase muscle and lose weight, additional nutrition is needed that can use sports supplements to meet nutritional intakes that cannot be met in daily life. This study aims to determine the right communication strategy to market sports supplement products for business people who are just starting out in the health and fitness industry to increase customer engagement through brand awareness. Using a qualitative approach, this research data was collected by conducting in- depth interviews with 3 types of informant criteria with a total of 7 customer informants, 3 experts where 2 science and fitness and 1 marketing, and 1 health and fitness company. The data collected were analysed using coding and triangulation with validation through experts, companies, and previous research. The results of this study obtained a new research framework where as a new business in the health and fitness industry, the marketing channel does not only consider in terms of online, but also in terms of offline and quality of products. The strategy that can be used on online channels is to carry out activities on social media, e-commerce, and websites. As for offline channels through Personal Trainers and partners in GYM. In addition to marketing strategies, in this industry it is necessary to emphasize product effectiveness which refers to product quality. The results of this study are expected to provide a representation of the most effective communication strategy by looking at the sports experience and knowledge of the nutrition of potential customers as well as their expectations of social media activities provided by sports supplement brands.
Keywords: Communication Strategy, Health and Fitness Industry, Online and Offline Marketing, Product Quality, Exercise and Nutrition Knowledge
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1. Introduction
The pandemic COVID-19 has made very rapid changes and developments in various aspects of life. One of the changes that occur is the awareness of the importance of personal health.
This has several impacts, which is changes in active living behavior habits into a sedentary lifestyle or lifestyle that leads to low physical activity such as not being active and consuming unhealthy eating patterns. To meet the needs of physical health, a study conducted by Sitohang and Ghani (2021) showed that 1 in 5 people who previously did not exercise started the habit of exercising during the COVID-19 pandemic. In addition, some people who were already exercising before the pandemic changed their sports activities for the better such as increasing the duration and type of exercise.
Along with increasing public awareness of the importance of health during this pandemic, exercise at home is the right choice. Sport has become a necessity for everyone. According to Cava, Yeat, and Mittendorfer (2017) exercise increases muscle mass and metabolism, reduces fat, and contributes to weight loss. According to SFIDN (2019) types of weightlifting with bodybuilding goals such as developing muscle and losing weight require important nutrients, which are carbohydrates, protein, and fat. Meanwhile, according to Nareza (2020) consuming protein before exercising has various benefits, including increasing strength and muscle mass, helping muscle recovery, and helping muscle performance. According to Handayani (2020), in Indonesia, most staple foods contain high carbohydrates such as rice, sago, cassava, and also tubers. Meanwhile, according to Namira (2021) the cheapest protein in Indonesia can be found in eggs, various types of fish, tofu, tempeh, edamame, and milk. Thus, weightlifting activists need additional protein nutrients apart from food to meet the protein needs in their bodies.
Weightlifters can use additional nutrition in the form of whey protein supplements. These supplements have several types and forms that work to meet protein needs for muscle development so that it is more optimal and can lose weight. Whey protein supplements are one of the products that are most in-demand by sports activists, especially weightlifting. According to Tanamas (2020) as the paradigm of the ideal body shape changes, especially for men about two decades ago, the trend of consuming this supplement is increasing.
Figure 1: Protein Supplements Market Forecast (Source: Grand View Research, 2022)
Based on the study conducted by Grand View Research (2022) in figure 1.1 above shows that the global protein supplement market is predicted to grow at an annual rate (CAGR) of 8.5%
in the period 2022 to 2030. During this period, the increasing popularity of protein supplementation among millennials combined with their desire to improve their health through a balanced diet means driving demand for protein supplements. Given these conditions, in Indonesia, there are various sports supplement products, especially whey protein in circulation.
Starting from the price range that is quite affordable to the price range for the middle and upper economy. These supplements are sold in various marketplaces or online stores to offline stores.
The sports supplement brands in circulation also have a strong branding strategy so that they can compete in the market.
One way to compete in the market is by using social media. Where this social media can build brand awareness from consumers. According to Tritama and Tarigan (2016) social media is a platform that has strong business competition. This is indicated by the increase in the number of social media users in a relatively short time. In the health and fitness sector, according to Catalani et al. (2021) in this digital era, the global market for sports supplements is growing.
This is because the marketing strategy that attracts the public is carried out on social media.
Based on the background, the researcher focuses on the CAMELIFE company. CAMELIFE has been around 5 months on health and fitness sector which is still in the brand awareness stages that provide whey protein supplements as main products beneficial for the body that offers sports supplement products in the form of high-quality whey protein isolate at affordable prices. Whey protein supplement is a supplement that has a high protein content which has the main benefit of increasing muscle mass. The objective of this research is to get a suitable marketing communication strategy to increase brand awareness of CAMELIFE and make a plan to implement the recommendations for marketing communication strategies for CAMELIFE to increase brand awareness.
2. Theoretical Framework
Weightlifting
According to Woods (2019) weightlifting is an endurance or strength sport and a regular fitness exercise that involves the performance of punches and various other variations. In addition, according to Stone et al., (2006) weightlifting is one of the strongest types of exercise compared to other types of sports. Weightlifting has several characteristics that can affect the ability of a weightlifter, which are strength, rate of strength development, and power. Weightlifting requires several important nutrients to be consumed, including carbohydrates, protein, fat, and caffeine.
Whey Protein Supplements
According to Park (2019) In weightlifting, consuming protein is very important for optimal muscle strength. Meanwhile, according to Tanamas (2020) protein supplement is believed to function to accelerate the growth of muscle mass and make the body toned. In addition, according to Nordqvist (2017) when combined with resistance training, whey protein supplements can help increase muscle protein synthesis and increase lean muscle mass. In other words, whey protein supplements can reduce body fat by increasing muscle mass.
Marketing Communication
According to Raharja and Sukoco (2018) marketing communication is an important phase in the implementation of marketing strategy initiatives. Because, if the marketing communication process is not carried out effectively and efficiently, the target market will fail to see the strength of the product or industry. In addition, according to Tritama and Tarigan (2016) with establishing the brand in people’s mind, marketing communication can help increase brand awareness of a company and its products. Schultz and Kitchen (2000) states that one way to improve communication strategies is to consider the message content of consumer communications.
Brand Awareness
According to Tritama & Tarigan (2016) the ability of potential customers to recognize and remember aspects of a particular product category is known as brand awareness. Brand awareness requires a variety of feelings ranging from doubting that a particular brand has been known before, to consumers believing that the product is the only brand in a particular sector.
Meanwhile, according to Karam and Saydam (2015) brand awareness is an important variable that can determine or influence customer perceptions of a brand.
Customer Engagement
According to Bansal (2016), customer engagement refers to the emotional connection that develops between a company and its customers over time. Satisfaction, loyalty and enthusiasm
for the brand all contribute to engagement. Customers are engaged online because of social media. For customer engagement, every company uses this tool at different times. The goal of the customer engagement concept is to increase the amount of time or awareness that a customer or prospect spends on an online platform or across multiple channels with a brand.
Social Media Activities a. Entertainment
According to Kang (2005) entertainment is an important component of social media that drives audience behavior, which generates positive emotions and feelings about the brand in the minds of the audience.
b. Interaction
Social media engagement activities can turn some customer-to-customer interactions into customer-enterprise conversations so customers will always be connected with others (Gallaugher & Ransbotham, 2010).
c. Trendiness
Nowadays, almost all information is shared on social media. Thus, the information sought and disseminated on social media is usually up to date (Hamid et al., 2016). So, according to Namaan et al., (2011) major product search channels, which social media offer the most up- to-date news and public discussion topics.
d. Customization
Customization on social media refers to the target audience for a shared message. In other words, customization is the way social media channels provide personalized search methods and customized services (Godey et al., 2016).
e. Electronic Word of Mouth
According to Babić et al., (2016) Electronic Word of Mouth (eWOM) refers to information that is shared significantly over the Internet such as reviews, blog posts, likes, pictures and testimonials. The consumer's online communication strategy about a product, service, or brand is referred to as eWOM (Yen & Tang, 2015).
Conceptual Framework
In this study, the authors use the variables of social media activities, entertainment, interaction, trendiness, customization, electronic word of mouth, and brand awareness to analysed communication strategies in the health and fitness industry with a qualitative approach that can increase brand awareness.
Figure 2: Conceptual Framework
(Bilgin, 2018; Ningrum & Roostika, 2021; Rimadias, Alvionita & Amelia, 2021; Masa'deh et al., 2021)
3. Methodology
This research was conducted using five stages, starting with problem identification, followed by collecting and reviewing theoretical foundations related to this research. Furthermore, the researchers conducted data collection using qualitative methods by means of in-depth interviews to gain a deeper understanding of informants’ perspectives. The results of these
stages were analysed using coding and triangulation which in the end, led to the conclusions of this study.
Figure 3: Research Framework
The researcher uses a qualitative approach by using in-depth interviews because the researcher wants to explore in-depth information about communication strategies in the health and fitness segment. The purpose of qualitative research is to explain a phenomenon through more in- depth data collection, emphasizing the importance of information that is studied in-depth and in detail. Qualitative research tends to be subjective and cannot be generalized in general because in-depth research on certain things has been selected and the number is limited. A qualitative approach is used to determine audience behavior or awareness of the existence of a whey protein supplement brand through communication strategies. Researchers want to know and understand their world and their experiences in it (Merriam, 2019).
Population and Sample
The population of this research is consisted of three criteria, which are customers, experts, and health and fitness company with the following criteria:
• Customers: people 17 - 45 years old who do weightlifting with the aim of increasing muscle mass and weight loss and taking additional protein nutritional supplements.
• Experts:
o Science and fitness experts: have a profession that focuses on fitness and health and have in-depth knowledge of fitness and sports supplements.
o Marketing experts: Having a profession in the marketing division at a start-up company and have in-depth knowledge of marketing communication strategy on social media, especially in terms of brand awareness.
• Health and fitness company: company that has been running less than equal to one year and have in common the products offered.
The sampling method used in this study is purposive sampling or non-probability sampling.
According to Saunders et al. (2016), purposive sampling also known as the non-probability sampling approach is the researcher's assessment used to identify the subject to be sampled.
The reason for taking the sample by purposive sampling was that not all samples met the criteria determined by the researcher.
Data Analysis
To process and analysed the data that has been obtained through a qualitative approach, the researcher uses manual coding which consists of three stages, which are open coding, axial coding, and selective coding. Researchers also use triangulation to analysed the data obtained and compare the results with previous studies.
4. Result and Discussion
The researcher conducted in-depth interviews with three criteria of informants with the total are 11 informants with 7 customers, 1 health and fitness company, and 3 experts according to the questions that had been determined based on the variables from previous studies that the researcher used. Based on the results of qualitative data analysis and data validation with
triangulation, the researcher get a new dimension that can be used as a new variable in making communication strategies in the health and fitness industry which became updated conceptual framework.
Figure 4: Updated Conceptual Framework (Putri & Wulansari, 2022)
Based on the figure above, to increase customer engagement through brand awareness requires knowledge and experience about sports, especially lifting weights and in terms of nutrition which makes potential customers have knowledge and awareness of the sports supplements they consume. From the persona's background, there are two ways to increase customer engagement through brand awareness, namely by marketing channels and product quality. For marketing channels, when compared to previous research (Bilgin, 2018; Ningrum & Roostika, 2021; Rimadias, Alvionita & Amelia, 2021; Masa'deh et al., 2021), offline marketing channel strategies in the health and fitness industry are also needed to increase customer engagement through brand awareness through word of mouth from Personal Trainers and partners in GYM.
Furthermore, for online marketing channel strategies in the health and fitness industry, it is also necessary to increase customer engagement through brand awareness, which can be done through e-commerce, websites, and social media activities such as entertainment, interaction, trendiness, and customization. Besides marketing channels, the quality of sports supplement products is something that has high awareness by potential customers, especially in the content of these supplements and product certification.
Discussion a. Persona
Table 1: Persona Persona
Frequency of exercise 4 - 5 times a week
Time span of exercise more than two years
Purposes of exercise health, powerlifting, and bodybuilding
Nutritional track use online applications
The table above shows the specification of persona that can be a potential customers of health and fitness industry which is in the brand awareness stages.
For sports supplements knowledge and awareness, a deep knowledge of sports supplements is important. It must be in accordance with the body’s need for an exercise program. Sports supplements have various benefits such as faster recovery after exercise and muscle mass development, get better performance, and an easy way to consume protein intake. The knowledge of sports supplements is clearly known about good education about the body's nutritional needs, function, content, and safety of these sports supplements.
b. Communication Strategy Online Marketing Channel
In promoting products on social media, the concept of the content must focus on solving the potential customers’ problems. According to Ferencová, Jeleňová, and Kakalejčík (2015) stated that social media has a good impact on the growth of an information and knowledge- based society for business and sustainability development. Below are the strategies for social media activities that can be implemented.
Based on the analysis, the strategies on social media activities are:
• Entertainment : the social media that can be used is Youtube, Instagram, Twitter, and TikTok and also social network like Google. The type of content is creative videos, photos, or podcasts that provide detailed information and education with easy-to- understand explanations with the content strategy is 3 pillar of content which are education, sketch, and interview. To increase the brand awareness, this industry can use the most influential Key Opinion Leaders like nutritionist and fitness enthusiast influencers. The brand engagement on social media can be measured by analytic tools.
• Interaction : two-way communication between customers and the brand by providing a direct message and comments reply from customer services or social media admin can increase customers’ trust.
• Trendiness : the type of up-to-date information is trending things, new sports movements, product ingredients, and also interactions.
• Customization : customers have expectations that social media provide education, detailed information, and interaction about sports supplements in a creative way that is based on research to maintain both new and loyal customers.
Offline Marketing Channel
Offline marketing channel can be obtained through Personal Trainer and fitness enthusiasts or partners in GYM in the terms of word of mouth. Because, Personal Trainers have various experiences in the field of fitness and knowledge about sport supplements. Personal Trainer who provides better information that is already certified so that the information can be more valid.
c. Product Quality
The quality of sports supplement products is important for fitness enthusiasts. Because fitness enthusiasts have good education and knowledge about sport supplements. They clearly know the function and the ingredients that content of the sports supplements. In addition to ingredients, they are also aware of product certification because it will convince fitness enthusiasts that the product is safe for consumption and has a good effect.
6. Conclusion and Limitations
Conclusion
This study aims to identify communication marketing strategies to increase customer engagement through brand awareness in the health and fitness industry. From data collection, the researcher analyses the data, finds answers to two research objective that provides new insights.
RO1: Get a suitable marketing communication strategy to increase brand awareness of CAMELIFE.
Based on the results, it was found that the communication strategy in the health and fitness industry is divided into two marketing channels, which are online and offline. Also, product quality affects the brand awareness in this industry.
a. Online Marketing Channel
The social media platform that can be used is Youtube, Instagram, Twitter, and TikTok with a social network is Google. The type of content on social media can be creative videos, photos, or podcasts that provide detailed information, two-way interaction, and education with easy-to-understand explanations. The content strategy that can be implemented is 3 pillars of content which are education, sketch, and interview. The information on the content should be up-to-date, such as regarding trending things about sports, sports supplements, and product ingredients. The information to be provided must be based on a journal that can maintain both new and loyal customers. Besides social media, websites and e-commerce can also be used as online marketing channels for potential customers who like text content.
b. Offline Marketing Channel
A certified Personal Trainer can be used to market sports supplement products and share valid information about it. In addition, word of mouth by fitness enthusiasts or partners in GYM that fits the persona’s background, which are people who exercise weightlifting with a frequency of exercise 4-5 times a week who have been exercising for more than two years who have goals for health, powerlifting, and bodybuilding who has knowledge, experience, and awareness in the field of weightlifting and nutrition.
c. Product Quality
Product quality also influences potential customers to be aware of sports supplements products because the persona’s background has good education and knowledge about sports supplements.
RO2: Make a plan to implement the recommendations for marketing communication strategies for CAMELIFE to increase brand awareness.
a. Online Marketing Channels
Health and fitness company needs more content that can build interaction and engagement between the company and potential customers, such as creative videos, photos, or podcasts that provide detailed information, two-way interaction, and education with easy- to- understand explanations. With 3 pillars of content strategy which are education, sketch, and interview that match to the persona. The company can develop other social media platforms such as Youtube, Twitter, and TikTok and also develop the landing page website with up-to-date, detailed, and educational information. The company can open e- commerce to new marketing channels while increasing brand awareness.
b. Offline Marketing Channels
Health and fitness company can work with Personal Trainers to promote sports supplement products and increase word of mouth to customers or fitness enthusiasts.
c. Product Quality
By developing ingredients from products and registering product certifications so that potential customers are aware and can become word of mouth among partners in GYM.
Limitations
This research was conducted in DKI Jakarta and Bandung, Indonesia. Besides, this research is conducted on a specific for business in the health and fitness industry that runs for 5 months with 205 followers on Instagram and 4 subscribers on Wixsite landing page. The outcome of this research might have differences in other business industries and areas of Indonesia. Future research is suggested other approaches or mixing approaches and recommended to use of surveys, interviews, and observations with the broader area to get more perspective for communication strategies in the health and fitness industry.
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