Every New Year people make their resolutions and so many of those resolutions are related to fitness or weight loss it creates a situational market opportunity for companies in the fitness industry. Those companies focus much of their marketing spend on the first few months of the year to capitalize on consumers’ best intentions. If you consider gyms, there are many different gyms to choose from and they all offer the same basic equipment. Ask your students how a particular gym could differentiate itself from others in the same geography. Write their ideas on the board and afterward show them this video from Planet Fitness. Afterward, ask them how Planet Fitness tried to differentiate itself (products and services) in the commercial and see how it compared to their initial brainstorm list.