TRIBE: TRIBE’S mission is to become the largest natural sports brand by 2025 and this will be achieved as an omnichannel business (Tribe, 2017). TRIBE strengths involve their online operations and their promotions. Their weaknesses being they can’t reach a wider market as they are currently a direct distribution channel. Tesco as a channel partner has similar strengths, for instance. Creating loyalty through promotions Club cards, and creating long-term relationships (Dudovskiy, 2016). By expanding distribution into 700 Tesco stores across the UK will deliver the best possible experience for customers and increase sales.
The Product: TRIBE offers a snack box containing six natural sport nutrition products for £8.65. The product is to launch in January to meet consumers new year resolutions. The company’s online website allows consumers to tailor their own TRIBE pack from 20+ products; energy, recovery, and protein to suit their individual training needs. The snack box fits in with Tesco’s current channel range and expands their healthy snacking options, the channel member can help the new product succeed, take Graze as a real-life product example who were approached directly by retailers wanting to expand their options, the business acquired half a billion of customer preference data, in which had been crucial in selecting its retail range (Bamford, 2015). TRIBE
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The target audience for the company is designed for everyday athletes to eat pre-and post-workouts respectively. TRIBE’S consumers have different buying behaviors some prefer to plan and tailor nutrition according to their needs (online) whereas others demand offline purchasing as they are keen to have the opportunity to purchase on-the-go through