PB&J
About
Ash Be Nimble
Our Recent Posts
Tags
"Where fitness knows no borders, boundaries or body types. Everyone should be able to lead and practice a healthy and fit lifestyle"
-Hui Matthews-
Categories
Demographics
Women, aged between 25-40 years old.
Middle to upper class
Working adults, income of RM3K-5K
Some are full time mothers
Live in Klang Valley (Selangor), urbanites
All ethnicities, including conservative Muslim women. Like to purchase activewear but put off by expensive prices.
Beneficial but Obscure Product Differentiation
Psychographics
Adventurous & prefer outdoor activities
Exercise 2-4 days a week during Ramadan
Active and healthy in their lifestyle
Get fitness & health tips from social media, fitness blogs and friends/family during Ramadan.
Interested in themes of empowerment and diversity.
Look for comfort, fit and style when purchasing activewear.
Willing to pay RM50-100 for activewear.
Products by Ash Be Nimble
Product Evaluation
SWOT Analysis
Consumer Evaluation
Consumer Make Up
Women, men and children
Middle class
Lead/ Want to lead a healthy lifestyle
Enjoy sports and outdoor activities
Specific Target Market
Primary Market
Women, aged between 25-40 years old.
Middle class and working,
Some are full time mothers
Would like to exercise, but hard to find time.
All ethnicities, including conservative Muslim women.
Like to purchase activewear but put off by expensive prices.
Secondary Target Market
Women, aged between 20-25 years old.
Middle class and studying/working part-time
Adventurous & love outdoor activities
Active and healthy in their lifestyle
Want to look/feel stylish and trendy while working out
Young Muslim women who would like to stay fit and don't want to splurge on expensive muslimah activewear
Other Target Market
Men & Children
Middle class, looking for affordable and good quality activewear
Adventurous & love outdoor activities
Active and healthy in their lifestyle
 |  |  |
|---|---|---|
 |  |  |
 |  |  |
Fit Raya Campaign
The Brand
To promote healthy eating, especially towards the Muslim crowd during Ramadan.
However, they are not limiting to only Muslims.
Task: To create an online and offline advertising to reach the target audience and to relay the big idea.
Objective given by client: To expose the brand to the Muslim audience while encouraging them to be healthy even during Ramadan.
Brand Positioning
Drivers
Exposing the brand to the younger Muslim crowd while promoting clean healthy eating during Raya.
Encourage these modern Muslims to start a healthy diet and be active during Raya
Pushing the brand's Muslim-friendly sportswear collection that is also affordable
Proposed Execution
Facebook posts (20)
Instagram posts (20)
Facebook Ads
Print ads (flyers/posters)
Business Cards
Packaging
Bunting
Mobile App
Youtube Commercial
Postcards
Vouchers
Competitors (by Ash Be Nimble)
Lululemon has similar resemblance with Ash Be Nimble in terms of exhibiting the same feel, website outlook, same style.
(During Fit Raya Campaign, Ash Be Nimble could be displayed as
more localized to make themselves more extravagant and apparent for their branding)
Cotton On – preferred by public due to cheaper price and branding
H&M – preferred by public due to cheaper price & branding