International research within Western cultures revealed that 60% of women are dissatisfied with some part of their bodies. In fact, body image issues and lack of body confidence are seen as the norm for women (Lewis, 2012). Females are often more consumed with, and critical of, their body shapes and weight. Constant comparison of their bodies, to those of women in the media, leads many women to have a distorted perspective of body image and low body satisfaction (Dixon, Esslinger, Yen, & Grimes, 2015). Women evaluate their own bodies in anticipation of the judgement of others (Mitchell & Reid-Walsh, 2008).
Studies show that being physically active, doing enjoyable things, living in the moment, focusing on strengths, being social, and eating nutritious foods can improve body image (Lewis, 2012).Women are more likely to engage with the world around them and challenge themselves when they feel confident in their skin. This opportunity was recognised by Courtney Durr and Abbey Palmer and is the founding concept of their business; Body Love NZ.
“The way that your body looks on the outside does not have to influence the way that you feel about it on the inside.”
(Lewis, 2012).
Client Overview
Body Love NZ’s mission is to build a community of supportive women focused on spreading the idea of self acceptance. They teach women to love themselves to their inner core and celebrate their bodies in a positive, non judgemental, group environment. Their goal is to change women’s mindsets; so that every woman can say, ‘I am grateful for my beautiful body and for everything it can do.’
Their programs embrace the full circle of physical and mental well-being, and promote a balance of fitness, nutrition, and mindfulness. Body Love NZ challenges women to accept their bodies and equips them with the self-love tools they need to live life to the full - and inspire others to do the same.
Women who belong to the sisterhood of Body Love NZ learn how to take responsibility for their bodies and to be willing to face challenges and potential failure in order to grow. They learn that being their natural, authentic self is empowering and fills the soul with happiness.
Body Love NZ teaches women that they are enough.
Four P’s
Product:
At first glance, Body Love NZ appear to be a community organisation, but looking deeper, they are operating as a business and their product’s are the bootcamps, workshops, and retreats that they run for women.
Price:
- Bootcamps range from $25 - $30 per week, depending on the length of
commitment (6 week – 6 month). They also offer a 10 session pass for $150, and the first session free!
- Workshops $40
- Retreats cost around $569 including accommodation and food among other things. Body Love NZ currently provide these retreats at cost
Promotion:
The main platforms we have recognised are: website, Facebook, Instagram, and word of mouth.
We have identified this as one of their weaknesses as they are very hard to ‘stumble across’.
Place:
Courtney and Abbey don’t have an office; instead they work remotely in Wellington. They are restricted to the Wellington/Lower North Island region because of the small nature of their small business, however they have big dreams of extending both nationally and internationally.
Competition
Marketing physical and nutritional health to women is by no means a new idea, which also means there is a lot of competition.
International:
Four P’s
Product:
At first glance, Body Love NZ appear to be a community organisation, but looking deeper, they are operating as a business and their product’s are the bootcamps, workshops, and retreats that they run for women.
Price:
- Bootcamps range from $25 - $30 per week, depending on the length of
commitment (6 week – 6 month). They also offer a 10 session pass for $150, and the first session free!
- Workshops $40
- Retreats cost around $569 including accommodation and food among other things. Body Love NZ currently provide these retreats at cost
Promotion:
The main platforms we have recognised are: website, Facebook, Instagram, and word of mouth.
We have identified this as one of their weaknesses as they are very hard to ‘stumble across’.
Place:
Courtney and Abbey don’t have an office; instead they work remotely in Wellington. They are restricted to the Wellington/Lower North Island region because of the small nature of their small business, however they have big dreams of extending both nationally and internationally.
Competition
Marketing physical and nutritional health to women is by no means a new idea, which also means there is a lot of competition.
International:
Body Love is an American company run by female duo Kathryn Hawkins and Lyndi Polivnick. They promote a healthy lifestyle, and positive body attitudes to help women lead all round happier lives. To do this they sell a 6-week “BodyLove eCourse” for US$75. Their image is very trendy and feminine, and their background’s as a dietician and a nutritionist strongly influence their company. Body Love NZ would run into issues expanding internationally with this competitor existing in the market, despite their slightly different positions, as they currently operate with virtually the same name.
Tammy Shemesh (AUS) owns her own company; Body Love Matters, in which she supports people through individual well-being journeys, specifically focusing on body related issues including; Mind/Body Nutrition Coaching, Disordered Eating Mentoring, Yoga & Meditation. Her website has a very wholesome feel and by not including any information regarding cost, gives off a very caring and genuine tone. Body Love NZ are more focused on a community approach and want to stay away from one-on-one interactions due to their small size and a lack of specialist training. They are therefore in-direct competitors, as they both desire the same outcome but are promoting different approaches.
National:
National:
Women’s Health Action is a NZ social change organisation, working to improve the health and wellbeing of women, their families, and communities. They have a Body Image Programme, which aims to improve body image amongst young people. They have a very governmental feel, which differs greatly from that of Body Love NZ, and their target audience feels much younger too, without a specific gender focus.
Body Love NZ’s mentor Makaia Carr runs Motivate Me - a company designed to create a community of women that will support each other towards healthy, confident and successful lifestyles. On the surface their appearance is harsh and very informative (like a gym), yet when digging deeper, the focus reads as creating a community of women, and healthy, nutritional lifestyles. It is not surprising that Body Love NZ is so similarly positioned to Motivate Me as they are getting a lot of advice from Makaia, however it doesn’t make sense for these two companies to operate separately if they are going to continue on such a similar path. Body Love NZ appears to have a more holistic focus, balancing physical and mental health in their pursuit of well-being, which may need to become their market position in order to create this differentiation.
Body Love NZ is also competing with health/nutrition, and fitness programmes. However these programmes are often very individual, and require the person to be very self motivated, whereas Body Love NZ promote a community environment, which for many, makes change easier.
S.W.O.T.
Strengths:
- Body Love NZ focus on the full circle of well-being, assisting with both mental and physical health to help woman live life to the fullest.
- They provide a community driven experience with ongoing support for women, through their secret Body Love facebook group
- Retreat’s, bootcamp’s and workshop’s all occur in a group setting which provides a supportive environment and facilitates peer encouragement.
- The positive and motivated personalities of Courtney and Abbey provide a friendly and engaging experience for all.
Weakness:
- Body Love NZ don’t promote on platforms that are viewed by mass media which is part of the reason they are not very well known. When searching the web for things related to body confidence, many other competitors worldwide pop up, but Body Love NZ is not amongst these.
- Courtney and Abbey are relatively new to owning a business and as such are struggling to narrow their audience and effectively target them.
- The prices of Body Love’s retreat’s, bootcamp’s and workshop’s seem fairly high, despite the fact that they mostly provide these services at cost.
Opportunities:
- Personalisation and a human touch
- As new women get involved with Body Love NZ, and women that have attended previously, return, the question arises of how to effectively help both groups. This creates an opportunity to create a system with different levels (beginner, intermediate, and so on), to continually engage all groups.
- Within this idea is also the opportunity for Body Love NZ to partner up with their mentor Makaia Carr, working together introducing women to their concept through Body Love NZ first, and then moving to the next level with Motivate Me.
- An opportunity to grow their company and include women even more, would be to train those interested into Body Love NZ ambassadors. This would allow the women involved to feel much more a part of something, and allow their brand to reach further.
- Attending relevant events like the Woman’s Lifestyle Expo, Health and Well-Being Expo, to increase their visibility and presence in the market space would be a relatively easy and beneficial way to promote themselves.
(http://www.eventfinda.co.nz/2016/womens-lifestyle-expo/wellington, http://www.eventfinda.co.nz/2016/health-wellbeing-expo/palmerston-north)
Threats:
- Gyms often promote strong messages of weight loss, contradicting the well-being ideals of Body Love NZ. They are a threat to Body Love NZ as they offer an alternative for women to improve their physical well-being.
- Motivate Me and other similar health programmes are threats to Body Love NZ as they are alternative options, with closely related goals, that women may choose over Body Love NZ.
- Insecurities within their target group is another threat to Body Love NZ as they may prevent some women from joining.
Tensions
Physical health *…. mental health
Giving back .*… making profit
Accepting yourself ..*.. being healthy
Sharing stories .*… keeping privacy
Being themselves .*… being role models
Trends
Macro:
Bikini bodies
Dieting
Growing concern for health
Body Love NZ’s mentor Makaia Carr runs Motivate Me - a company designed to create a community of women that will support each other towards healthy, confident and successful lifestyles. On the surface their appearance is harsh and very informative (like a gym), yet when digging deeper, the focus reads as creating a community of women, and healthy, nutritional lifestyles. It is not surprising that Body Love NZ is so similarly positioned to Motivate Me as they are getting a lot of advice from Makaia, however it doesn’t make sense for these two companies to operate separately if they are going to continue on such a similar path. Body Love NZ appears to have a more holistic focus, balancing physical and mental health in their pursuit of well-being, which may need to become their market position in order to create this differentiation.
Body Love NZ is also competing with health/nutrition, and fitness programmes. However these programmes are often very individual, and require the person to be very self motivated, whereas Body Love NZ promote a community environment, which for many, makes change easier.
S.W.O.T.
Strengths:
- Body Love NZ focus on the full circle of well-being, assisting with both mental and physical health to help woman live life to the fullest.
- They provide a community driven experience with ongoing support for women, through their secret Body Love facebook group
- Retreat’s, bootcamp’s and workshop’s all occur in a group setting which provides a supportive environment and facilitates peer encouragement.
- The positive and motivated personalities of Courtney and Abbey provide a friendly and engaging experience for all.
Weakness:
- Body Love NZ don’t promote on platforms that are viewed by mass media which is part of the reason they are not very well known. When searching the web for things related to body confidence, many other competitors worldwide pop up, but Body Love NZ is not amongst these.
- Courtney and Abbey are relatively new to owning a business and as such are struggling to narrow their audience and effectively target them.
- The prices of Body Love’s retreat’s, bootcamp’s and workshop’s seem fairly high, despite the fact that they mostly provide these services at cost.
Opportunities:
- Personalisation and a human touch
- As new women get involved with Body Love NZ, and women that have attended previously, return, the question arises of how to effectively help both groups. This creates an opportunity to create a system with different levels (beginner, intermediate, and so on), to continually engage all groups.
- Within this idea is also the opportunity for Body Love NZ to partner up with their mentor Makaia Carr, working together introducing women to their concept through Body Love NZ first, and then moving to the next level with Motivate Me.
- An opportunity to grow their company and include women even more, would be to train those interested into Body Love NZ ambassadors. This would allow the women involved to feel much more a part of something, and allow their brand to reach further.
- Attending relevant events like the Woman’s Lifestyle Expo, Health and Well-Being Expo, to increase their visibility and presence in the market space would be a relatively easy and beneficial way to promote themselves.
(http://www.eventfinda.co.nz/2016/womens-lifestyle-expo/wellington, http://www.eventfinda.co.nz/2016/health-wellbeing-expo/palmerston-north)
Threats:
- Gyms often promote strong messages of weight loss, contradicting the well-being ideals of Body Love NZ. They are a threat to Body Love NZ as they offer an alternative for women to improve their physical well-being.
- Motivate Me and other similar health programmes are threats to Body Love NZ as they are alternative options, with closely related goals, that women may choose over Body Love NZ.
- Insecurities within their target group is another threat to Body Love NZ as they may prevent some women from joining.
Tensions
Physical health *…. mental health
Giving back .*… making profit
Accepting yourself ..*.. being healthy
Sharing stories .*… keeping privacy
Being themselves .*… being role models
Trends
Macro:
Bikini bodies
Dieting
Growing concern for health
Micro:
Waist trainers
Skinny tea
Smoothie bowls
Paleo
Active wear
Strong bodies
Cut Macro Trends:
Vegan
Living life on social media If you didn’t instagram it, it didn’t happen
Gymming
Be on a programme (Kayla)
Cut Micro trends:
Liquid diet
Healthy cafes
Kardashians
Organic everything
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