Kinex is targeting a very specific population of sophisticated female health consumers who are looking to improve their overall health and fitness while also losing 5-30 lbs. Following are some demographic and psychographic features of this market.
Who they are: educated health consumers who are looking for an intelligent, active new way to manage their weight, health and fitness
What they want: a smarter and more integrative approach to diet, health & fitness
What they look like: women in the 28-45 age range with children; 5-30 lbs overweight
Current fitness level: moderate
Where they live: High-income neighborhoods in Southern California beach cities (Santa Monica, Marina del Rey, Pacific Palisades)
Magazines they read: Body + Soul (a Martha Stewart Publication), Real Simple
Where they shop: Whole Foods, Starbucks
Services they use: holistic health & fitness options including acupuncture, massage, yoga, meditation, etc.
Past experience: they feel as if they have tried everything and know everything, but nothing seems to work. They are tired of feeling like a failure. They know that there is something about getting their mind/spirit involved in their quest for a healthy body, but they aren’t sure how to go about it.