CARDIO FITNESS

Customer Profile
 Available Products

TM195 TM498 TM798

FITKIT DURAFIT POWERMAX
 TM 195
FITKIT
• Budget friendly – priced at
$1500
• User friendly – an LCD
display with an ‘easy to use’
console.
• Displays speed, calories,
distance and time
• Additional heart rate sensor
on the rails
• 6 months warranty
 TM 498
DURAFIT
• An executive model priced at
$1750
• Wide LED display with speed,
calories, distance, time and
pulse rate
• Wider jogging surface with
sturdy grip
• 1 year warranty with online
support for installation
• Preset programs for High
intensity training workouts
• Three level inclination with
manual control
 TM 798
POWERMAX
• A top, high-end model priced at $2500
• Quiet and energy saving motor
• HD LED display with speed, calories,
distance, time and pulse rate
• Anti skid running belt
• 5-year warranty with online support for
installation
• Wheels attached for easy transportation
• 360-degree rotating bottom
• 15 level auto incline mode
• Soft-drop technology for folding and
unfolding
• Easy maintenance with semi automatic
lubrication
 Types of Variables in the Dataset
◦ Categorical Variables ◦ Numerical Variables
◦ Product ◦ Age - discrete
◦ Gender ◦ Income - discrete
◦ Education ◦ Miles - discrete
◦ Marital status
◦ Fitness
◦ Usage
Characteristics for the Target Market of TM195
◦ Based on the information given, this model
attracts customers mostly from the age group
of 20 to 29.
◦ As we see in the figure, there is a penetration
of female buyers more than male customers
 Characteristics for the Target Market of TM195
◦ Adding to the previous point, women who are ◦ the customers who have purchased this model
married wish to purchase this model more than have rated that they will use the product at least
single women and married or single men.. 2 times a week and on an average of 3 times
 Characteristics for the Target Market of TM195
◦ Based on the chart, we can identify that the ◦ Similarly, the income range falls between 40K
customers who have bought this model rate to 50K which falls under the budget category
themselves with fitness level as 3.
 A typical Customer of TM195
They fall under the income range
Will be of different age groups The adults would have an
of 30K to 60K which can
but specifically focusing on average lifestyle with not much
otherwise be interpreted as
young adults of physical activity.
middle class.

Their education levels falls
between 12 to 18 which is
otherwise a customer who atleast
a school passout and upto a
graduation degree.
Their self rated fitness and usage
levels are on the average scale.
This can be understood as people
who are getting into the fitness
arena
They are expecting a nominal
cardio fitness equipment which
will do the job.

Hence, they choose a nominal treadmill which will help in their fitness journey. This will be
budget friendly, easy to use and of low maintenance
Characteristics for the Target Market of TM498
◦ Based on the information given, this model ◦ As we see in the figure, there is an equal
attracts customers mostly from the age group penetration of male and female customers
of 23 to 27.
Characteristics for the Target Market of TM498
◦ Adding to the previous point, male are the
highest who are partnered and single wish to
purchase this model, but females are almost
inline with male count
◦ The customers who have purchased this model
have rated that they will use the product at
least 2 times and up to 5 times a week.
Characteristics for the Target Market of TM498
◦ Based on the chart, we can identify that the ◦ Similarly, the income range falls between 39K
customers who have bought this model rate to 59K which falls under the upper middle-
themselves with fitness level as 3. class category
 A typical Customer of TM498
Will be of mainly adults who
are partnered and single falls
under the age of 23 to 27
The customers would have a
They fall under the income range
middle to upper middle-class
of 29K to 69K which can
lifestyle with fitness-oriented
otherwise be interpreted as
goals and expects more at the
middle class.
offered price

They are fitness oriented and They are expecting a medium

Their education levels falls
usage levels are on the mid scale. range cardio fitness equipment
between 14 to 16, otherwise a
And these are the category of which will help them in
customer who atleast a
customers who are willing to achieving their fitness goals in a
graduation degree
maintain fitness moderate level

Hence, they choose a mid range treadmill which will help in achieving their fitness with little
technological aspects.
Characteristics for the Target Market of TM798
◦ Based on the information given, this model
attracts customers mostly from the age group
of 20 to 29.
◦ As we see in the figure, there is a penetration
of male buyers more than female customers
 Characteristics for the Target Market of TM798
◦ Adding to the previous point, men who are
single wish to purchase this model more than
other categories.
◦ The customers who have purchased this model
have rated that they will use the product at least 3
times and up to all days in a week. They are
obsessed with fitness and have a scheduled routine
 Characteristics for the Target Market of TM798
◦ Based on the chart, we can identify that the ◦ Similarly, the income range falls between 54K
customers who have bought this model rate to 104K which falls under the high-class
themselves with fitness level as 5. category
 A typical Customer of TM798
The customers would have a rich They fall under the income range
Will be of mainly adults to
lifestyle with high fitness- of 49K to 105K which can
parents age groups who falls
oriented goals and prefer less otherwise be interpreted as high
under age 22 to 48
maintenance class.

They are expecting a high-end

Their education levels falls
between 14 to 21, otherwise a
customer who atleast a
graduation degree and up to a
double graduation degree.
They are highly fitness oriented
cardio fitness equipment which
and usage levels are on the high
will help them in achieving their
scale. And these are the category
fitness goals and to maintain
of customers who are fitness-
track records of their fitness with
oriented
precision and technology

Hence, they choose a high-end treadmill which will help in achieving their fitness goals with
technological aspects.
CARDIO FITNESS
DESCRIPTIVE
STATISTICS
Box Plot and Inference Report
 A Quick Inference on Product-wise sales
◦ The total number of treadmills sold are 180.
◦ With the given chart, we can have a quick
comparison of the sales that has been made
according to each product
◦ We can interpret that TM195 has been the
most popular model.
◦ TM498 model has been substantially popular
but needs a push
◦ We need to concentrate on the sales of TM798
as that is comparatively less.
Recommendations for Product sales

January will be a busy month for various gyms with people lining up for fitness
resolution. We can put up an ad campaign starting from November or December

Discounted prices and slashed prices for TM798

Referral codes and added features for TM498

Descriptive Statistics of TM195
Descriptive Statistics of TM498
Descriptive Statistics of TM798
Let us have a look at the income distribution
 Income
TM195 : TM498 : TM798 :
◦ The mean and median are almost the ◦ Like TM195, the mean and median ◦ With the inference of the box plot,
same. is very close here as well. median of TM175 and 498 is the
◦ 50% of the buyers fall under the ◦ 50% of the buyers fall between the minimum value for TM798
income range of 38K to 53K having range of 43K to 53K and the ◦ The dispersion of occurrences are
29K as the least and 68K at the minimum and maximum levels are quite high on both sides of the
maximum level. 31K and 67K median
◦ The skewness is symmetrical as it is ◦ The skewness and kurtosis is zero ◦ Likewise, the mode of TM798 is on
zero. here which in turn can be implied the Q3 quartile median.
◦ Since the kurtosis is negative, it is as normal distribution ◦ This skewness and kurtosis is like
platykurtic TM175 where it is symmetrical and
platykurtic
Recommendations based on Income

The income of buyers of TM798 is relatively higher We can provide a discount campaign or referral
than the other two. programme to attract more customers towards TM798
Let us have a look at the Age distribution

TM195 :
◦ The mean and median are slightly
deviating from one another
◦ More than 60% of the buyers fall
under the age between 26 and 33
◦ The skewness is asymmetrical and it
is positively skewed
◦ Kurtosis
◦ a single outlier at the Q3 quartile -
50
Age
TM498 : TM798 :
◦ Like TM195, the mean and median ◦ With the inference of the box plot
have a deviation here as well. for age factor, the mean and Median
◦ Kurtosis is negative, making the are very close, unlike the other two
cases
curve platykurtic
◦ The dispersion of occurrences are
comparatively lesser .
◦ There are many outliers in this plot
◦ We have multiple outliers at the Q3
quartile – 42, 45, 47, 48
◦ We can infer from the outlier that
they can be middle aged people who
are keen in their fitness journey
Let us have a look at the Education distribution
 Education
TM195 : TM498 : TM798 :
◦ The mean and median are almost the ◦ Like TM195, the mean and median ◦ Even in this case, the mean and
same. are very close here as well. median are closely mapped.
◦ The ◦ Just like TM195, here also the ◦ Buyers have an average
buyers on an average has an
education of 14-16 years.
◦ e cases have a very similar ◦ it is positive
dispersion ◦ The skewness is negatively
skewed, similar to TM195 ◦ Slightly higher dispersion than other
◦ Kurtosis is slightly negative, hence two cases
it is slightly platykurtic.
◦ Kurtosis is slightly positive, hence it
is leptokurtic.
Recommendations based on Education

The education level is higher in TM798 compared to TM195 and We can provide a user manual with easy instructions and pictorial
TM498 depictions to make it easier for people with restricted knowledge to
understand the usability of TM798
Let us have a look at the Usage
distribution
KEY RECOMMENDATIONS
As this is a basic model, almost all budgeted customers will
look for this. Hence to create more leads, we can put up ad Key Recommendations
campaigns during women’s day to attract more female
customers.
for TM175

FITKIT
A Fitness Routine Fit for ALL
We can provide freebies to early bird sign ups irrespective of
any target market.

We can set up a lucky draw to generate more leads during sign

up and gift them with a gym bag or any sports related goodies
The specialty of TM498 is that it can target a mixture of
audience like Semi urban. This will be considered as an Key Recommendations
executive model. We need to add few more features to for TM498
gain interest in TM498.

DURAFIT
We can campaign and sponsor events at high convergence Make a move with power
of population like IT parks, corporate offices and gated
communities

We can also train our executives in the shop floor to

canvas the customers to choose TM498 over TM175 with
just 15% price increase and they will get almost 35%
more benefits

Using the fear factor associated with the
cardio diseases, we can slip in
pamphlets along with the hospital bills
which can be viewed by other family
members of the patient. This will create
awareness.
We can pull in the doctor to Key Recommendations
recommend our product for any
patient who needs to maintain a for TM798
record to keep his fitness in track
POWERMAX
Don’t stop until you are proud
Alongside, we can also introduce referral
program or discount campaign where they
will get discount in the price if they show
the hospital bill or refer other prospects.