Communication Strategy in Health and Fitness Industry: Case Study of CAMELIFE

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.