I TH

Treadmill –
XCEL FAS B2
Gaurav Sancheti – 21m 111
Madhur Mishra – 21m115
Shivangi Goel – 21m129

Utkarsh Sharma – 21m137

 TREADMILL INDUSTRY
Types of Treadmills

Manual Commercial Hybrid

Medical Curvemill
 TREADMILL INDUSTRY

Types of Treadmills
Attributes Manual Motorized - Mortorized - Hybrid Medical Curvemill
Domestic Commercial
Price 4-5k 10k-1 lakh 45k-3lakhs 3 lakh+ 80k+ 95k+

Functions Very Less Basic & High end Basic + Premium - Medical purpose & Run, power walk,
functions Functions diagnosis lateral shuffle
Storage Space Less Average More space due to More space due to More space due to Requires more space
bigger size bigger size bigger size due to curve size

Average time of use Suitable for 20 mins of Suitable for 20 mins of Can work upto 3hrs Can work upto 2 hrs Can work upto 1hr 40-50 mins
use use
Durability No electrical parts Average life of 10 Average life of 6-7 Belongs to niche Average life of 6-7 Depends upon
present, hence more years, if regularly years when used segment, life depends years customer’s usage
durable maintained heavily. More wear on customer’s usage
and tear.

After sales service Minimal service Regular annual service Require quarterly Requires annual Requires semi-annually Yearly service is
requirement requirement with little and constant service and weekly service service required.
lubrication lubrication of belts lubrication of belts
Speed variation 2-10km/hr 2-14km/hr 2-22km/hr - 2-16km/hr 2-16km/hr

Safety measures Very less safety Auto stop feature, Auto stop feature, Auto stop feature, Auto stop feature, Auto stop feature,
measures Safety magnet to cut Safety magnet to cut Safety magnet to cut Safety magnet to cut Safety magnet to cut
power supply power supply power supply power supply power supply
Emergency stop button Emergency stop button Emergency stop button

Weighing capacity Upto 100 kg Upto 110 kg Upto 180 kg Upto 160 kg Upto 180 kg Upto 150 kg
 Porters 5 Force Analysis
ATTRIBUTE LEVEL OF THREAT CAUSE AND EFFECT
Competitive rivalry The XYZ company will face tough competition and rivalry with
existing brands. The best in segment is Viva Fitness which provides
the best features and service in the commercial segment. Currently
High it is the brand leader. The competition will be followed by Cockatoo
, Powermax and Sole. All four are well established players in the
segment. The features, after sales service , durability and cost are
very intense hence competition is high.

Since this is a limited segment, the number of suppliers are

Bargaining power of suppliers High few which makes the bargaining power of suppliers high.

Bargaining power of customers High High due to competitive market and E-commerce.

Threat of new entrants Moderate Increased physical consciousness and Globalization.

Threat of substitute products Treadmills only provide limited kinds of activities and
exercises such as walking and running. This may become
High monotonous in the long term for the users. 
Treadmills are also expensive and occupy a huge space.
Its substitutes : Running on track , Cycling, Swimming,
Climbing Stairs, Cycling Machines, Zumba
 Impact of Covid-19 in the Treadmill
Segment

Positive Negative
New shift in Fitness centers were
market from B2B shut during
to B2C lockdown

Due to lockdown and

closing of fitness
centers ,sales of The demand for
domestic treadmill saw a commercial treadmill fell
rise as people were drastically.
forced to exercise in their
homes.
 Commercial Segment (B2B)
Viva Fitness (Omega 7i Treadmill) Sole Fitness (SF85T Treadmill)

 Features  Features
 Speed Range: 1 to 18 kmph with 15 levels of inclination
 Speed range of 1-20 kmph with 20 levels of inclination
 Running Surface: 22 inches wide x 60 inches long with 2.75″ rollers
 15.6” LCD display with touchscreen (with internet surfing)
 Display: 10.1 inch TFT LCD Display
 Built-in workout : 24 preset & 3 users
 Built-in Workout Programs: 6 preset and 2 customized workout options
 Heart Rate Monitor
 Heart Rate Monitor
 Built-in speakers,  Built-in Speakers with Bluetooth Connectivity
 Smartphone support & Bluetooth connectivity  Smartphone Support via Sole Fitness App

 Max user support: 150kgs  Max user support: 180kgs

 Commercial Segment (B2B)
Viva Fitness (Omega 7i Treadmill) Sole Fitness (SF85T Treadmill)

 Pros  Pros
 High CHP rating
 Premium fitness equipment brand
 Large 10.1″ LCD display
 Durable build quality
 Wider running platform
 Powerful 4.0 CHP motor  Cushion flex shock absorption system
 Built-in cooling fans
 Excellent design with Smart features
 Foldable with wheels (saves space)
 Amazing auto incline option (up to 20 levels)
 Smartphone connectivity using app

 Cons
 Cons
 Expensive (nearly 2.3 lakhs)
 Manual incline
 B2B Segmentation VII
I

Commercial Institutional

Low Budget Gyms Premium Gyms Hotel Community Athletes Training

Centers Centers &
• Local Gyms in every • Big gyms in posh colonies • Footfall low Personalized
• Footfall high
locality. • In large Quantities • Space more
• Space less • Needs premium
• In less Quantity • Budget high • Budget high
• Budget less Motorized
• Budget low. • Footfall high • Needs less
• Needs less Machines
• Footfall less • Space more quantity
Quantity • Space more
• Space less.
• Budget high
B2C Segmentation IX

Enthusiast & Switchers, Achievers(psychographic) Age, Income, city

Shifting Loyals (Behavioral) The go getters
Age: normal bracket: 15-45
US Vals Framework old age : 45 & above
Income: High, rich buyers
Low. Middle class buyers
Space: Very Much space
Less Space
Geographic: Tier 1 major,
Tier 2-3 minor
 Target Segment Evaluation(B2B)
TH
III

Segment Size Growth Level of Availability of Buyer Power Fit with Fit with
Competition Substitutes Company Company
Objective Resources

S1 – Low Budget Big High High High Low Less Moderate

Gyms (Needs mass
production in
this)

S2 – Premium Medium Medium Medium Medium High More Yes

Gyms

S3 - Hotel Medium Low Medium Low Medium More Yes

S4 – Community Big Low High High Low More Yes

Centre

S5 – Athletic Small Low Low Low High Less Low (Needs

centers and special
personalized equipment)
 XI

Gaps in the Market (B2B)

Expensive and irregular During the pandemic , the fitness Lack Of Automatic
after sales service industry was terribly hit. Lubrication in Machines
available(Functional
Introduction of providing commercial
Buyback of used treadmill  treadmills on rent with easy returns
More global brands in the
should be introduced.
Exports gap, untapped market Indian market, they source
Promotions gap out the manufacturing from
India only.
 XII

Gaps in the Market (B2C)

Expensive and irregular During the pandemic , the fitness Lack Of Automatic
after sales service industry was terribly hit. Lubrication in Machines
available(Functional)
Huge Increase in Demand. Due to this
E-commerce gaps, lack of
reviews and availability Distribution
Promotions gap
Needs more space
 TH
XII
I

Positioning Statement
(B2B)
Xcel makes Motorized Treadmills, giving best in quality, multi functionality treadmills at
best price for Commercial Gyms & Institutions like Hotels, Community centers because the
wide gap of all in one utility, multi aesthetics functionality treadmills in the commercial
sector.
 TH
XI
V

Positioning Statement
(B2C)
Xcel makes budget Motorized and Under desk foldable Treadmills for the domestic
residential users with some having the added feature of knee support functionality for
middle age to old people, because residential users with less space needs Under desk
foldable machines, and people with knee problems needs knee support functionality.
X
V Positioning Quality Positioning

The All in one multi functionality machine.

Platforms
Satisfying Multiple Functional Values .

Diversification Strategy
TH .

Price Positioning (Value Priced Benefit Positioning

Products)
• • We are introducing Rental System in
In B2B, lower pricing than global
brands, But higher than local resellers B2B for Local Gyms
• • For B2C, Knee support machines.
In B2C, lower pricing than Global big
brands but higher than unbranded or
new Indian new players.
 Features 21.5″ capacitive touch screen
.
AC driving system with adjustable variable
frequency.
Heavy duty reliable 2 ply commercial
5.0 HP AC continuous (10.0 HP Peak)
grade German Siegling running belt.
motor.
Maximum User Weight : 180 Kgs. Emergency stop button.

Automatic Lubrication

Knee support for old age people

23″ x 64″ running surface.

Built in speakers
Speed : 1~22 kmph.

With cordless mobile charger. Precise incline control from 0~15%.

Direct speed & incline keys on the

console. With an intelligent inverter that detects
speed variation and adjusts
automatically.
 TH
XVI
I

The Value Proposition

The major Values and Benefits

Maximum User Weight : 180 Kgs. Speed : 1~22 kmph.

Automatic Lubrication
Emergency stop button.

Knee support for old age people