Jazzercise Inc., marketing homework help

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Business Finance

Description

Jazzercise has long been associated with 1980s aerobics. In early 2015, the company launched a rebranding campaign. Review Chapter 2 in the text and the resources for Jazzercise, then address the importance of the following:

  • Corporate mission and rebranding alignment with it
  • Defining features of the product/service
  • Current competitors
  • How the company is differentiating itself from competition
  • What is your substantiated opinion of the potential rebrand effectiveness?

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Explanation & Answer

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Running head: JAZZERCISE

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Jazzercise Inc.
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JAZZERCISE

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Jazzercise Inc.
Introduction
Jazzercise is recognized as one of the first fitness practices that were organized in
America. Judi Sheppard Missett who is a professional choreographer and a dancer started
teaching workout exercises based on dance moves in 1969. Initially, it was just dance based
workouts but Missett came to realize that her students needed something more exciting without
losing the purpose of teachings. Jazzercise brought a revolution that transformed fitness activities
into an organized industry (Jazzercisecom, 2016). The students used to dress in leg warmers and
sweat bands, but after the organization rebranded, the dressing code changed to Lululemon. At
first, the practice moves employed used to be simple, such as low-impact movements like but
later they came to incorporate complex and demanding activities like kickboxing into the mix.
In recent times, jazzercise is regarded as one of the top fitness centers with over seven
thousand instructors offering 32,000 fitness classes weekly, that have a mixture of jazz dancing
and aerobic workout. The organizations’ sources of revenue include the sale of clothing, books
and from franchise fees. The company makes workout tapes that as well as producing video
services to their clients (Jazzercisecom, 2016). The organization that has now been in play for 46
years, introduced a new logo, advertising campaigns as well as color schemes aimed at shaking
off its outdated reputation, and to assure their clients that they still deliver the expected results
and much more. This article will look at jazzercise rebranding and corporate mission, as well as
its competitors.

JAZZERCISE

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Corporate mission and rebranding

The rebrand was unleashed on January 1, 2015, and that s...


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