Marketing Case Study
Business being evaluated: Bodybuilding.com
Bodybuilding.com is an American company based out of Boise, Idaho and established in 1999. This company does all their sales online and doesn't currently have a store front were they can sell product from. They specialize in dietary, sports and bodybuilding supplements. They have a wide selection of pre and post workout supplements along with a lot of vitamins and other health related supplements. They have a few clothing products that they sell as well as water bottles, shake cups and things of that nature. They also offer lots of good healthy recipes for the kitchen and meal plans to help you get to your exercise goal. The website also has a multitude of workouts the effectiveness ratings attached to each work out. Currently they have built up a fitness-themed social media where you can connect with other fitness junkies.
I have been using bodybuilding.com off and on now for about eight years and I have noticed some remarkable changes during this time span. First off, they use to never have any meal plans or recipes available on their website. They didn't use to have individual workouts either, they recently developed their social media which is pretty cool, I don't personally use it but I think its an interesting idea. Overall they have an effective marketing scheme by sending out promotional emails, they are all over social media, and they also use famous fitness models to endorse their stuff. Bodybuilding.com's value proposition is stated as:
"Your transformation is our passion. We are your personal trainer, your nutritionist,
your supplement expert, your lifting partner, your support group. We provide the technology, tools, and products you need to burn fat, build muscle, and become your best self."