14 Aug Question #1 (50 points) Anytime Fitness is a chain of gyms that are available t

Question
#1 (50 points)
Anytime Fitness is a chain of gyms that are available to their members
24-hours a day, every day of the year. Members get a key with their membership
and they can work out any time they want.

You have been hired to help create a unique brand image for this company. You
need to find something that goes beyond the convenience factor to make the
brand more robust.
1.1 In a few sentences, explain the brand image that Anytime Fitness
should try to create.1.2 Design and describe a brief TV commercial that will communicate this
image.1.3 Create a Twitter message (max length 140 characters) capturing the
companys brand image and identity.Question
#2 (50 points)
Travelmania is a new, Internet-based travel agency specializing in
customized exotic and adventure travel. The company has limited resources and a
very low level of awareness in the market. Even within the exotic and adventure
travel market, it has to deal with competition from the major online travel
companies and it needs to create a comprehensive differentiation and branding
strategy.
2.1 What segmentation variables would you use to segment the market and
which segment would you focus on?2.2 In the initial awareness promotional campaign, should the company focus
more on POPs or PODs? Why? Provide a list of the relevant POPs and PODs as part
of your answer.2.3 Create a Twitter message (max length 140 characters) capturing the
companys brand image and identity.Question
#1 (50 points)
Anytime Fitness is a chain of gyms that are available to their members
24-hours a day, every day of the year. Members get a key with their membership
and they can work out any time they want.

You have been hired to help create a unique brand image for this company. You
need to find something that goes beyond the convenience factor to make the
brand more robust.1.1 In a few sentences, explain the brand image that Anytime Fitness
should try to create.1.2 Design and describe a brief TV commercial that will communicate this
image.1.3 Create a Twitter message (max length 140 characters) capturing the
companys brand image and identity.Question
#2 (50 points)
Travelmania is a new, Internet-based travel agency specializing in
customized exotic and adventure travel. The company has limited resources and a
very low level of awareness in the market. Even within the exotic and adventure
travel market, it has to deal with competition from the major online travel
companies and it needs to create a comprehensive differentiation and branding
strategy.2.1 What segmentation variables would you use to segment the market and
which segment would you focus on?2.2 In the initial awareness promotional campaign, should the company focus
more on POPs or PODs? Why? Provide a list of the relevant POPs and PODs as part
of your answer.2.3 Create a Twitter message (max length 140 characters) capturing the
companys brand image and identity.

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