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Brand Audit Report: Fitness Related Product or Service
This report focuses on introducing a new brand into the UK fitness sector. The UK fitness industry is majorly dominated by low-cost firms. These are firms that offer consumer gym memberships at low cost and with little or no frills. With the sector eating into the mid-market, premium, and boutique segments, there is an opportunity to enter the low-cost segment with a wearable fitness device. This is informed by the increase in fitness app and wearable devices users in the UK, besides the deliberate engagement in fitness activities across Generations Y and Z. This has apprised the creation of the Gaius Fitness brand, which will provide the Gaius smart health-tracker and the Gaius smart app. Upon introducing the brand, the communication strategy will focus on reaching the two customer segments. For efficient management of the brand, this report recommends developing and implementing a marketing plan through the help of an external consultant, compelling value communication, and risk analysis and contingency planning.
1.0 Sector Analysis
Before entering a new sector and industry, it is important to analyze the existing trends, what opportunities exist, challenges for existing and new businesses, and gaps that a new brand can fill. This report seeks to enter the fitness services industry in the UK. The growing desire for physical fitness and wellness informs this view, with lifestyle conditions impacting the quality of life of people around the world (Gough, 2020). As of 2017, the fitness sector in the UK achieved €5.084 billion in revenues (Gough, 2020). Contributing to these revenues are 9.7 million members who are customers to 6,700 health and fitness clubs. Out of these, approximately 3,850 are pure fitness clubs that collect £1.9 billion in revenues. As such, the competitiveness of the fitness industry has forced businesses to adopt innovative business models, where the value to the customers takes the center stage. With most of the fitness clubs in the UK with revenues of £100,000-£250,000, membership is a key factor when deciding on the revenue model to adopt.
1.1 The Consumption Trend and Major Opportunities in the Fitness Industry in the UK
The fitness industry in the UK provides a range of products and services to customers. Among these services include sports club membership, gym membership, wellness services, apps sales, and personal training. The consumption trend, as the 2020 report by Statista shows, has most of the customers in the industry seek gym membership services with 16% of all consumption (Gough, 2020). This was followed by wellness services and online services tying at 7% share of the industry revenues. Both sports membership and individual sports classes share 5% of the market, with clients seeking services from personal trainers taking 3% of the industry share. Other services in the fitness industry contributed 1% of the UK market share (Gough, 2020), as figure 1 shows.
Industry data, as provided by Gough (2020), shows that between 2017 and 2018, a total of England’s 8.9 million consumers participated in fitness activities for more than 150 minutes each week, with 4.3 million men and 4.6 million women. Additionally, there were approximately 6.3 million people in England that attended fitness classes in 2016, 6.5 million in 2017, 6.3 million in 2018, and 6.1 million in 2019. Further, majority of people in the UK spent under £100 on exercise equipment, with 463,000 people in 2015, 1.09 million people in 2016, 576,000 in 2017, 546,000 in 2018, and 513,000 in 2019 (Gough, 2020). This shows a declining trend in the consumption of exercise equipment. This results from an increase in mobile app enrollment and gym membership. Thus, from the analysis, the fitness mobile apps that comes with a fitness device and gym membership are two lucrative businesses that a startup can enter and serve the shifts in consumer preferences.
1.2 Profile Major Competitive Brands and Market Situation
According to Gough (2020), Pure Gym, the leading major gym operator in the UK, is a no-frills business that has approximately 173 fitness club. Private gym membership has seen the rise in low-cost membership, with the second major firm, The Gym Group, boasting 89 clubs in the UK. This is followed by énergie Fitness (2021), a firm that is led by the mission of “Empowering people to transform their lives” and values that include integrity, innovation, and accountability. The firm has a combined 55 clubs. The fourth firm is Xercise4Less a firm with 47 clubs all over the UK (Gough, 2020).
The fitness industry in the UK is dominated by firms in four distinct categories. The four include the low-cost firms, which include Pure Gym who hold 34% of the industry share, The Gym Group with 24%, and énergie Fitness holding 12% of the market. Moreover, the low-cost segment provides membership services, gym products, and other related services at low prices because of their low-cost structure. These firms achieve this by eliminating services such as swimming pools, saunas, and any other non-essential services. As the reports by CIL Management Consultants (2019) show, the competitiveness in the low-cost segment of the fitness industry has forced firms to seek more differentiation options, which has drawn more clients. As such, the low-cost firms are eating into the mid-market segment share. The mid-market firms include Fitness First and Gymbox and premium brands that include the Third Space, Virgin Active, and David Lloyd (CIL Management Consultants, 2019). The final brand class is boutique firms, which include Rebel and Barry’s, as figure 2 shows.
2.0 New Brand Development to Enter the Market
2.1 Brand Development
So far, the analysis has shown there are increases in app uptake and gym membership. With the industry already dominated by firms providing low-cost gym experience, it is important to understand the mobile app segment of the fitness industry. With 9.7 million fitness club participants in the U.K., and with the top ten android fitness apps in the UK totalling approximately 1.06 million, as figure 3 shows, there is an opportunity to tap into the large fitness market through the introduction of a smart healthcare tracker. An analysis of the fitness trackers and fitness watches in the UK shows Fitbit is the leading app which a market share of 41% (figure 4), while the tool also doubles as a fitness app in Google play (figure 3). Statistics show that among the top brands, it is only Fitbit that provided both a mobile app and a fitness tracker. This is a segment that a business can capitalize on and fill reach customers that Fitbit does not cater to. With this information, this report will launch the Gaius Fitness Company. The firm will launch in the UK fitness market using the Gaius smart health-tracker that the Gaius smart app will accompany.
Industries are using technology to transform the value offered to consumers. Also, consumers have increased their uptake of technology-related products, which make life easier for them. The fitness industry has not been left out, with Pizzo et al. (2020) showing that that fitness firms have embraced technology and are using it to enhance the consumer service experience. One such technology the market is embracing is wearable fitness technology. Pizzo et al. (2020) further postulate that wearable fitness technology has made it easier for fitness enthusiasts to engage in social interactions, practice accountability when exercising, and gamification, an approach to enhancing consumer motivation in achieving fitness goals. Besides, wearable technology allows for the monitoring of a user’s gym activities, where such data is manipulated and used by the software to provide recommendations that can offer quantifiable results to the consumers. Hence, with the Gaius smart health-tracker and Gaius smart app, fitness consumers will have the opportunity to track their fitness while fulfilling their training needs using the tailored programs that rely on the data.
2.2 Brand Graphics
The Gaius Fitness Company brand will have the name “Gaius” as the driving brand name. As already highlighted, the brand names will include the Gaius smart health-tracker and Gaius smart app. The celebrated ancient Roman athlete Gaius Appuleius Diocles inspired the brand name “Gaius”. In addition, the brand name will symbolize the monitoring of speed, explosiveness, and agility training. The brand logo will be as represented in figure 5. The red colour is inspired by its power (Ferreira, 2019) to encourage fitness lovers to burn the extra energy throughout their fitness sessions. Gaius Fitness’s slogan will be “Be more. Control your body”. The Gaius smart health tracker will come as a comfortable and attractive easy to use wearable device. This is accompanied by the Gaius smart app, a tool that will have an easy-to-use interface.
2.3 Gaius Fitness Communication Strategy
The first key component of Gaius Fitness communication strategy is the target audience. As such, Gaius Fitness targets customers will be millennials and Generation Z. As figure 6 shows, these two groups represent most wearable fitness consumers in the UK. With prospects of consumers in the two groups increasing in the future, Gaius Fitness will target the two groups in communicating the brand.
The next step in strategy development is the development of the brand communication objectives and goals. The objective of the brand communication for Gaius Fitness is to increase the brand's visibility and become the preferred wearable fitness technology provider in the UK within the next 3 years. Brand communication goals include:
I. Develop a customer following through mobile app recommendation by 5% during the first year of operations.
II. Develop a customer following around the UK by acquiring 5% of the smart wearable fitness technology segment of the fitness industry.
The brand communication’s key message will be: Be more. Control your body. To communicate this brand, the plan will use social media to deliver the message to the target market, through Facebook, Instagram, and Twitter. The millennial and generation Z are the majority on social media (Statista, 2020), as shown in figure 7, and the firm will use this group as the target of the communication strategy. This will allow Gaius Fitness to reach the masses.
2.4 Four Components of the New Brand
2.4.1 Brand identity
de Paula and Chaves (2017) argue that brand identity is the strategic tool that a firm uses to increase its recognition in its industry and create a competitive edge. Gaius Fitness will use red colour psychology, where it symbolizes energy, action, and passion (Ferreira, 2019). On the other hand, Gaius Fitness will use white colour psychology, as shown in the logo in figure 5. White symbolizes purity, humility, and goodness, the aspects that symbolize the resilience required to achieve maximum control while exercising. As such, colour psychology is a critical component that positively influences consumer behaviour towards a firm's products (Casas and Chinoperekweyi, 2019). The brand typology is simple to the eye, yet attractive. Thus, the brand book for the business will contain white and red.
2.4.2 Brand image
Gaius Fitness will want its brand viewed by customers as a partner in the fitness journey, a tool always available to offer feedback for improvement, say, a fitness companion. de Paula and Chaves (2017) posits that the brand image is the visual representation that a certain brand would want to create in its customers’ memory. Thus, the long-term brand image that customers will perceive is that of companionship.
2.4.3 Brand positioning
Gaius Fitness will position its brand through the following statement: Gaius Fitness was inspired by passion and the spirit of community. The fitness enthusiast serves as the inspiration for putting an endless innovation into wearable fitness devices for our aficionados. Brand positioning involves building a brand while integrating customer relations. As the basis for enterprises to build their brands and customer relationships (de Paula and Chaves, 2017). Thus, setting the above message to the right communication channel will help create and maintain a strong relationship with customers.
2.4.4 Brand equity
As a set of behaviours through the value chain that allows for high volumes and margins (de Paula and Chaves, 2017), Gaius Fitness’s brand equity will emerge from the perceived quality of the wearable fitness devices, the awareness created from using the brand, and the consumer association with the brand. Additionally, the brand equity will emerge from brand loyalty achieved over time upon using the Gaius smart health-tracker and Gaius smart app.
3.0 Brand Management Recommendations
It is important to understand the environment the new brand will operate in. To achieve the knowledge of the wearable devices segment of the fitness industry in the UK, this report recommends the development of a marketing plan. In this plan, the first element to consider is situational analysis. This includes a macro-environment, micro-environment, competition analysis, and SWOT analysis. Second, the marketing plan should research consumer behaviour to understand the psychology of the target market. Elements to consider include the needs analysis and the consumer decision-making process evaluation to understand the thought process they go through in purchasing wearable fitness devices. Also important to cover is the critical issues that are dear to the consumer. For the marketing plan to meet Gaius Fitness’s strategic focus, it should have smart goals and objectives, besides a section of marketing strategies that include segmentation, targeting, and positioning.
The second recommendation that this plan provides is to develop and communicate compelling value to customers. The value proposition communication should capture all the needs of customers and how the business seeks to achieve consumer intimacy through the wearable fitness device and the accompanying mobile app. This is using the marketing mix: pricing, product, promotion, and place. Capturing customer value is a critical element in creating a huge following that guarantees repeat and growing revenues.
Finally, this report recommends that Gaius Fitness should hire the services of a marketing consultant to help with the marketing research and its implementation. The first element to establish in the implementation state is the metrics. As such, this report recommends a targeted market acquisition of 5% in the wearable fitness devices integrated with the app in the UK in the next 3 years. The online marketing campaign should start upon the approval of the marketing budget within the first quarter of operations. Yet, this recommendation cannot ignore the activities of competitors in the fitness industry. Thus, the report recommends a monitoring and control metric using a company dashboard that gathers market intelligence. The Gaius Fitness team should meet quarterly to evaluate its performance against the set targets in terms of market penetration and consumer satisfaction. The report anticipates hostile competitor response, and to overcome any market threatening moves, the company will have a contingency planning team. This team will be tasked with analyzing the risk in the fitness industry, coming up with possible scenarios, competitor responses, and how the brand can come up with effective responses.
4.0 Conclusion
Brand management is a critical element in driving the growth of a product, service, or firm. The UK fitness sector has seen a consistent rise in fitness service and product users over the years and there exist opportunities to capitalize on as people engage in intentional efforts to stay fit and healthy. To leverage this opportunity, Gaius Fitness will enter the wearable fitness device market using two products: Gaius smart health-tracker and an accompanying Gaius smart app. As a brand that targets to reach Generation Y and Z in the UK, the importance of brand communication cannot be overemphasized. Thus, this report recommends the development of a marketing plan, communicate the compelling value to customers, and develop a risk analysis and contingency planning to ensure that upon launching, the brand can be able to withstand competitive pressure.
Brand Audit Report: Fitness Related Product or Service
This report focuses on introducing a new brand into the UK fitness sector. The UK fitness industry is majorly dominated by low-cost firms. These are firms that offer consumer gym memberships at low cost and with little or no frills. With the sector eating into the mid-market, premium, and boutique segments, there is an opportunity to enter the low-cost segment with a wearable fitness device. This is informed by the increase in fitness app and wearable devices users in the UK, besides the deliberate engagement in fitness activities across Generations Y and Z. This has apprised the creation of the Gaius Fitness brand, which will provide the Gaius smart health-tracker and the Gaius smart app. Upon introducing the brand, the communication strategy will focus on reaching the two customer segments. For efficient management of the brand, this report recommends developing and implementing a marketing plan through the help of an external consultant, compelling value communication, and risk analysis and contingency planning.
1.0 Sector Analysis
Before entering a new sector and industry, it is important to analyze the existing trends, what opportunities exist, challenges for existing and new businesses, and gaps that a new brand can fill. This report seeks to enter the fitness services industry in the UK. The growing desire for physical fitness and wellness informs this view, with lifestyle conditions impacting the quality of life of people around the world (Gough, 2020). As of 2017, the fitness sector in the UK achieved €5.084 billion in revenues (Gough, 2020). Contributing to these revenues are 9.7 million members who are customers to 6,700 health and fitness clubs. Out of these, approximately 3,850 are pure fitness clubs that collect £1.9 billion in revenues. As such, the competitiveness of the fitness industry has forced businesses to adopt innovative business models, where the value to the customers takes the center stage. With most of the fitness clubs in the UK with revenues of £100,000-£250,000, membership is a key factor when deciding on the revenue model to adopt.
1.1 The Consumption Trend and Major Opportunities in the Fitness Industry in the UK
The fitness industry in the UK provides a range of products and services to customers. Among these services include sports club membership, gym membership, wellness services, apps sales, and personal training. The consumption trend, as the 2020 report by Statista shows, has most of the customers in the industry seek gym membership services with 16% of all consumption (Gough, 2020). This was followed by wellness services and online services tying at 7% share of the industry revenues. Both sports membership and individual sports classes share 5% of the market, with clients seeking services from personal trainers taking 3% of the industry share. Other services in the fitness industry contributed 1% of the UK market share (Gough, 2020), as figure 1 shows.
Industry data, as provided by Gough (2020), shows that between 2017 and 2018, a total of England’s 8.9 million consumers participated in fitness activities for more than 150 minutes each week, with 4.3 million men and 4.6 million women. Additionally, there were approximately 6.3 million people in England that attended fitness classes in 2016, 6.5 million in 2017, 6.3 million in 2018, and 6.1 million in 2019. Further, majority of people in the UK spent under £100 on exercise equipment, with 463,000 people in 2015, 1.09 million people in 2016, 576,000 in 2017, 546,000 in 2018, and 513,000 in 2019 (Gough, 2020). This shows a declining trend in the consumption of exercise equipment. This results from an increase in mobile app enrollment and gym membership. Thus, from the analysis, the fitness mobile apps that comes with a fitness device and gym membership are two lucrative businesses that a startup can enter and serve the shifts in consumer preferences.
1.2 Profile Major Competitive Brands and Market Situation
According to Gough (2020), Pure Gym, the leading major gym operator in the UK, is a no-frills business that has approximately 173 fitness club. Private gym membership has seen the rise in low-cost membership, with the second major firm, The Gym Group, boasting 89 clubs in the UK. This is followed by énergie Fitness (2021), a firm that is led by the mission of “Empowering people to transform their lives” and values that include integrity, innovation, and accountability. The firm has a combined 55 clubs. The fourth firm is Xercise4Less a firm with 47 clubs all over the UK (Gough, 2020).
The fitness industry in the UK is dominated by firms in four distinct categories. The four include the low-cost firms, which include Pure Gym who hold 34% of the industry share, The Gym Group with 24%, and énergie Fitness holding 12% of the market. Moreover, the low-cost segment provides membership services, gym products, and other related services at low prices because of their low-cost structure. These firms achieve this by eliminating services such as swimming pools, saunas, and any other non-essential services. As the reports by CIL Management Consultants (2019) show, the competitiveness in the low-cost segment of the fitness industry has forced firms to seek more differentiation options, which has drawn more clients. As such, the low-cost firms are eating into the mid-market segment share. The mid-market firms include Fitness First and Gymbox and premium brands that include the Third Space, Virgin Active, and David Lloyd (CIL Management Consultants, 2019). The final brand class is boutique firms, which include Rebel and Barry’s, as figure 2 shows.
2.0 New Brand Development to Enter the Market
2.1 Brand Development
So far, the analysis has shown there are increases in app uptake and gym membership. With the industry already dominated by firms providing low-cost gym experience, it is important to understand the mobile app segment of the fitness industry. With 9.7 million fitness club participants in the U.K., and with the top ten android fitness apps in the UK totalling approximately 1.06 million, as figure 3 shows, there is an opportunity to tap into the large fitness market through the introduction of a smart healthcare tracker. An analysis of the fitness trackers and fitness watches in the UK shows Fitbit is the leading app which a market share of 41% (figure 4), while the tool also doubles as a fitness app in Google play (figure 3). Statistics show that among the top brands, it is only Fitbit that provided both a mobile app and a fitness tracker. This is a segment that a business can capitalize on and fill reach customers that Fitbit does not cater to. With this information, this report will launch the Gaius Fitness Company. The firm will launch in the UK fitness market using the Gaius smart health-tracker that the Gaius smart app will accompany.
Industries are using technology to transform the value offered to consumers. Also, consumers have increased their uptake of technology-related products, which make life easier for them. The fitness industry has not been left out, with Pizzo et al. (2020) showing that that fitness firms have embraced technology and are using it to enhance the consumer service experience. One such technology the market is embracing is wearable fitness technology. Pizzo et al. (2020) further postulate that wearable fitness technology has made it easier for fitness enthusiasts to engage in social interactions, practice accountability when exercising, and gamification, an approach to enhancing consumer motivation in achieving fitness goals. Besides, wearable technology allows for the monitoring of a user’s gym activities, where such data is manipulated and used by the software to provide recommendations that can offer quantifiable results to the consumers. Hence, with the Gaius smart health-tracker and Gaius smart app, fitness consumers will have the opportunity to track their fitness while fulfilling their training needs using the tailored programs that rely on the data.
2.2 Brand Graphics
The Gaius Fitness Company brand will have the name “Gaius” as the driving brand name. As already highlighted, the brand names will include the Gaius smart health-tracker and Gaius smart app. The celebrated ancient Roman athlete Gaius Appuleius Diocles inspired the brand name “Gaius”. In addition, the brand name will symbolize the monitoring of speed, explosiveness, and agility training. The brand logo will be as represented in figure 5. The red colour is inspired by its power (Ferreira, 2019) to encourage fitness lovers to burn the extra energy throughout their fitness sessions. Gaius Fitness’s slogan will be “Be more. Control your body”. The Gaius smart health tracker will come as a comfortable and attractive easy to use wearable device. This is accompanied by the Gaius smart app, a tool that will have an easy-to-use interface.
2.3 Gaius Fitness Communication Strategy
The first key component of Gaius Fitness communication strategy is the target audience. As such, Gaius Fitness targets customers will be millennials and Generation Z. As figure 6 shows, these two groups represent most wearable fitness consumers in the UK. With prospects of consumers in the two groups increasing in the future, Gaius Fitness will target the two groups in communicating the brand.
The next step in strategy development is the development of the brand communication objectives and goals. The objective of the brand communication for Gaius Fitness is to increase the brand's visibility and become the preferred wearable fitness technology provider in the UK within the next 3 years. Brand communication goals include:
I. Develop a customer following through mobile app recommendation by 5% during the first year of operations.
II. Develop a customer following around the UK by acquiring 5% of the smart wearable fitness technology segment of the fitness industry.
The brand communication’s key message will be: Be more. Control your body. To communicate this brand, the plan will use social media to deliver the message to the target market, through Facebook, Instagram, and Twitter. The millennial and generation Z are the majority on social media (Statista, 2020), as shown in figure 7, and the firm will use this group as the target of the communication strategy. This will allow Gaius Fitness to reach the masses.
2.4 Four Components of the New Brand
2.4.1 Brand identity
de Paula and Chaves (2017) argue that brand identity is the strategic tool that a firm uses to increase its recognition in its industry and create a competitive edge. Gaius Fitness will use red colour psychology, where it symbolizes energy, action, and passion (Ferreira, 2019). On the other hand, Gaius Fitness will use white colour psychology, as shown in the logo in figure 5. White symbolizes purity, humility, and goodness, the aspects that symbolize the resilience required to achieve maximum control while exercising. As such, colour psychology is a critical component that positively influences consumer behaviour towards a firm's products (Casas and Chinoperekweyi, 2019). The brand typology is simple to the eye, yet attractive. Thus, the brand book for the business will contain white and red.
2.4.2 Brand image
Gaius Fitness will want its brand viewed by customers as a partner in the fitness journey, a tool always available to offer feedback for improvement, say, a fitness companion. de Paula and Chaves (2017) posits that the brand image is the visual representation that a certain brand would want to create in its customers’ memory. Thus, the long-term brand image that customers will perceive is that of companionship.
2.4.3 Brand positioning
Gaius Fitness will position its brand through the following statement: Gaius Fitness was inspired by passion and the spirit of community. The fitness enthusiast serves as the inspiration for putting an endless innovation into wearable fitness devices for our aficionados. Brand positioning involves building a brand while integrating customer relations. As the basis for enterprises to build their brands and customer relationships (de Paula and Chaves, 2017). Thus, setting the above message to the right communication channel will help create and maintain a strong relationship with customers.
2.4.4 Brand equity
As a set of behaviours through the value chain that allows for high volumes and margins (de Paula and Chaves, 2017), Gaius Fitness’s brand equity will emerge from the perceived quality of the wearable fitness devices, the awareness created from using the brand, and the consumer association with the brand. Additionally, the brand equity will emerge from brand loyalty achieved over time upon using the Gaius smart health-tracker and Gaius smart app.
3.0 Brand Management Recommendations
It is important to understand the environment the new brand will operate in. To achieve the knowledge of the wearable devices segment of the fitness industry in the UK, this report recommends the development of a marketing plan. In this plan, the first element to consider is situational analysis. This includes a macro-environment, micro-environment, competition analysis, and SWOT analysis. Second, the marketing plan should research consumer behaviour to understand the psychology of the target market. Elements to consider include the needs analysis and the consumer decision-making process evaluation to understand the thought process they go through in purchasing wearable fitness devices. Also important to cover is the critical issues that are dear to the consumer. For the marketing plan to meet Gaius Fitness’s strategic focus, it should have smart goals and objectives, besides a section of marketing strategies that include segmentation, targeting, and positioning.
The second recommendation that this plan provides is to develop and communicate compelling value to customers. The value proposition communication should capture all the needs of customers and how the business seeks to achieve consumer intimacy through the wearable fitness device and the accompanying mobile app. This is using the marketing mix: pricing, product, promotion, and place. Capturing customer value is a critical element in creating a huge following that guarantees repeat and growing revenues.
Finally, this report recommends that Gaius Fitness should hire the services of a marketing consultant to help with the marketing research and its implementation. The first element to establish in the implementation state is the metrics. As such, this report recommends a targeted market acquisition of 5% in the wearable fitness devices integrated with the app in the UK in the next 3 years. The online marketing campaign should start upon the approval of the marketing budget within the first quarter of operations. Yet, this recommendation cannot ignore the activities of competitors in the fitness industry. Thus, the report recommends a monitoring and control metric using a company dashboard that gathers market intelligence. The Gaius Fitness team should meet quarterly to evaluate its performance against the set targets in terms of market penetration and consumer satisfaction. The report anticipates hostile competitor response, and to overcome any market threatening moves, the company will have a contingency planning team. This team will be tasked with analyzing the risk in the fitness industry, coming up with possible scenarios, competitor responses, and how the brand can come up with effective responses.
4.0 Conclusion
Brand management is a critical element in driving the growth of a product, service, or firm. The UK fitness sector has seen a consistent rise in fitness service and product users over the years and there exist opportunities to capitalize on as people engage in intentional efforts to stay fit and healthy. To leverage this opportunity, Gaius Fitness will enter the wearable fitness device market using two products: Gaius smart health-tracker and an accompanying Gaius smart app. As a brand that targets to reach Generation Y and Z in the UK, the importance of brand communication cannot be overemphasized. Thus, this report recommends the development of a marketing plan, communicate the compelling value to customers, and develop a risk analysis and contingency planning to ensure that upon launching, the brand can be able to withstand competitive pressure.