Communication strategy in health and fitness industry: Case study of CAMELIFE
List of Authors
  • Amilia Wulansari , Anindya Anggraini Putri

Keyword
  • Communication Strategy, Health and Fitness Industry, Online and Offline Marketing, Product Quality, Exercise and Nutrition Knowledge

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.

Reference
  • 1. Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. JMR, Journal of Marketing Research, 53(3), 297–318. doi:10.1509/jmr.14. 0380

    2. Bansal, Rohit. (2016). CUSTOMER ENGAGEMENT – A LITERATURE REVIEW. Global International Research Thoughts ISSN: 2347-8861. 2. 15-20.

    3. Bi̇lgi̇n, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business And Management Studies An International Journal, 6(1), 128–148. doi:10.15295/bmij.v6i1.229

    4. Catalani, V., Negri, A., Townshend, H., Simonato, P., Prilutskaya, M., Tippett, A., & Corazza, O. (2021). The market of sport supplement in the digital era: A netnographic analysis of perceived risks, side-effects and other safety issues. Emerging Trends in Drugs, Addictions, and Health, 1(100014), 100014. doi:10.1016/j.etdah.2021.100014

    5. Cava, E., Yeat, N. C., & Mittendorfer, B. (2017). Preserving Healthy Muscle during Weight Loss. Advances in Nutrition (Bethesda, Md.), 8(3), 511–519. doi:10.3945/an.116. 014506

    6. Ferencová, M., Jeleňová, I., & Kakalejčík, L. (2015). Social media usage in product information searching. Applied Mechanics and Materials, 795, 69–76. doi:10.4028/www.scientific. net/amm.795.69

    7. Gallaugher, John & Ransbotham, Sam. (2010). Social Media and Customer Dialog Management at Starbucks. MIS Quarterly Executive. 9.

    8. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. doi:10.1016/j.jbusres.2016. 04.181

    9. Grand View Research. (2022). Protein supplements market size report, 2021-2030. Retrieved July 24, 2022, from Grandviewresearch.com website: https://www.grandviewresearch.com/ industry-analysis/protein-supplements-market.

    10. Hamid, S., Bukhari, S., Ravana, S. D., Norman, A. A., & Ijab, M. T. (2016). Role of social media in information-seeking behaviour of international students: A systematic literature review. Aslib Journal of Information Management, 68(5), 643–666. doi:10.1108/ajim-03-2016-0031

    11. Handayani, V. V. (2020). Ini Kandungan Gizi dalam 6 Makanan Pokok Indonesia. Retrieved July 24, 2022, from Halodoc.com website: https://www.halodoc.com/artikel/kandungan-gizi-dalam-6-makanan-pokok-indonesia.

    12. Kang, M. J. (2005). A Study on the Effect of Features of Brand Community Using One-person Media on Consumers. Seoul.

    13. Karam, A. A., & Saydam, S. (2015). An Analysis Study of Improving Brand Awareness and Its Impact on Consumer Behavior Via Media in North Cyprus (A Case Study of Fast Food Restaurants). International Journal of Business and Social Science, 6(1).

    14. Masa’deh, R., AL-Haddad, S., Al Abed, D., Khalil, H., AlMomani, L., & Khirfan, T. (2021). The impact of Social Media Activities on brand equity. Information (Basel), 12(11), 477. doi:10.3390/info12110477

    15. Merriam, S. B. (2014). Qualitative research: A guide to design and implementation. London, England: Jossey-Bass.

    16. Naaman, M., Becker, H., & Gravano, L. (2011). Hip and trendy: Characterizing emerging trends on Twitter. Journal of the American Society for Information Science and Technology, 62(5), 902–918. doi:10.1002/asi.21489.

    17. Namira, I. (2021). 7 Makanan Tinggi Protein Paling Murah, Cocok untuk Anak Kos. Retrieved July 24, 2022, from Idntimes.com website: https://www.idntimes.com/health/fitness/ izza-namira-1/makanan-tinggi-protein-paling-murah-cocok-untuk-anak-kos/1.

    18. Nareza, M. (2018). Yuk, Kenali Makanan yang Baik Dikonsumsi Sebelum dan Sesudah Olahraga. Retrieved July 24, 2022, from Alodokter website: https://www.alodokter.com/yuk-kenali-makanan-yang-baik-dikonsumsi-sebelum-dan-sesudah-olahraga.

    19. Ningrum, K. K., & Roostika, R. (2021). The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia. International Journal of Research in Business and Social Science (2147-4478), 10(5), 34–45. doi:10.20525/ijrbs.v10i5.1314

    20. Park, Y., Park, H.-Y., Kim, J., Hwang, H., Jung, Y., Kreider, R., & Lim, K. (2019). Effects of whey protein supplementation prior to, and following, resistance exercise on body composition and training responses: A randomized double-blind placebo-controlled study. Journal of Exercise Nutrition & Biochemistry, 23(2), 34–44. doi:10.20463/jenb. 2019.0015

    21. Nordqvist, J. (2017, November 27). Whey protein: Health benefits, side effects, and dangers. from Medicalnewstoday.com website: https://www.medicalnewstoday.com/articles/263371

    22. Park, Y., Park, H.-Y., Kim, J., Hwang, H., Jung, Y., Kreider, R., & Lim, K. (2019). Effects of whey protein supplementation prior to, and following, resistance exercise on body composition and training responses: A randomized double-blind placebo-controlled study. Journal of Exercise Nutrition & Biochemistry, 23(2), 34–44. doi:10.20463/jenb. 2019.0015

    23. Raharja, S. J., & Sukoco. (2018). Marketing Communication Strategy of a Regional Water Company in Bandung City. Review of Integrative Business and Economics Research, Suppl. Supplementary, 7(1), 163–169. Retrieved from https://www.proquest.com/ scholarly-journals/marketing-communication-strategy-regional-water/docview/1969776312/se-2

    24. Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using TikTok in Social Media Marketing to create brand awareness, brand image, and brand loyalty on tourism sector in Indonesia. The Winners, 22(2). doi:10.21512/tw.v22i2.7597

    25. SFIDN. (2019). Sumber Nutrisi Terbaik untuk di Konsumsi Setelah Fitness. Retrieved July 24, 2022, from SFIDN website: https://www.sfidn.com/article/post/sumber-nutrisi-terbaik-untuk-di-konsumsi-setelah-fitness.

    26. Sitohang, M. Y., & Ghani, M. W. (2021). The changing of physical activities during the COVID-19 pandemic: Do Indonesian people exercise more? The 3rd International Electronic Conference on Environmental Research and Public Health—Public Health Issues in the Context of the COVID-19 Pandemic. Basel Switzerland: MDPI.

    27. Stone, M. H., Pierce, K. C., Sands, W. A., & Stone, M. E. (2006). Weightlifting: A brief overview. Strength and Conditioning Journal, 28(1), 50. doi:10.1519/1533-4295 (2006)28[50:wabo]2.0.co;2

    28. Tanamas, B. (2020, April 22). Kombinasi Suplemen Protein dan Nge-gym untuk Mengencangkan Otot. from Klikdokter website: https://www.klikdokter.com/info-sehat/read/3384480/ kombinasi-suplemen-protein-dan-nge-gym-untuk-mengencangkan-otot.

    29. Tritama, H. B., & Tarigan, R. E. (2016). The effect of social media to the brand awareness of a product of a company. CommIT (Communication and Information Technology) Journal, 10(1), 9. doi:10.21512/commit.v10i1.1667

    30. Yen, C.-L. (alan), & Tang, C.-H. (hugo). (2015). Hotel attribute performance, eWOM motivations, and media choice. International Journal of Hospitality Management, 46, 79–88. doi:10.1016/j.ijhm.2015.01.003