Global Courant
Running a business has never been easy. Merely manufacturing and selling products cannot bring profit. Marketing is necessary to promote both a manufacturer’s and a retailer’s product. The process involves advertising and attracting customers to its products so that they can enjoy a large share of the market and eventually dominate the market. There are many different players in the Australian market. Some are local small businesses, while others are established companies such as Infiniti and Healthstream. There are also some international brands competing in the market today. Different manufacturers employ different marketing strategies, but not all of them are at the forefront of the fitness world.
Infiniti fitness equipment and Healthstream share the majority of market dominance in Australia. These two equipment manufacturers use many different marketing strategies to stay ahead of the competition. First, they make it a point to promote the quality and service they associate with their products. Infiniti even has its own fitness club that not only serves as a source of income, but also as a promotional tool. People who come to the club get a first-hand experience with Infinity. Popularity spreads through word of mouth and so Infinity’s business grows. Healthstream also uses similar tactics. It has affiliations with many fitness clubs that deal exclusively with them. These big players don’t just put any other distributor on the street. They use reputed and major distributors such as Revel sports, Amart, Harris Scarfe etc. By selling their products exclusively through these major distributors, they show their superiority over the competition.
Another marketing strategy adopted by these manufacturers is to conquer the market with brand new products every season. The different product classes promoted by Infiniti and Healthstream ensure that they are always ahead of the competition. With every new product they launch, they consolidate their position and advance their brand name. Healthstream’s fitness equipment is divided into the Elite, Evo, Genesis, Gold, Lifestyle and Marquee series. With so many classes, they cater to every need. Infiniti, on the other hand, has classes based on different types of products and adds new products every year. Moreover, both manufacturers also deal in accessories such as fitness balls, foam rollers, gym balls, skipping ropes, stability discs, etc. Healthstream and Infiniti both make equipment for both personal and commercial use. They understand that the number of people exercising at home is slowly growing. By also responding to this market, they maintain the overall grip on the fitness market. That’s why they make it a point to produce everything related to the fitness industry.
With a focus on quality and innovation, both Infiniti and Healthstream fitness equipment are today market leaders in Australia. Their aggressive marketing plans and latest technological advancements keep them on top for a long time.
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