Marketing Management - Gold Gym
Marketing Management - Gold Gym
Marketing Management - Gold Gym
Submitted by:
Akshay (4A) | Sachin (36A) | Kavita ( 19A) | Richa (33A) | Ashirvad ( 9A)
Marketing Management - Group 7 EPGDIB 2014-16
1. Problem statement
The Brand Gold's Gym is growing; the people are becoming more
conscious, we keep introducing more programs and equipment but
the awareness is growing at a very small pace. Only 2 percent of the
population in India actually goes to a health club or a gym.
- Being an American brand, how should we adapt to create a
positive brand-image in the minds of the consumers in India and
differentiate from the clutter of other Indian fitness brands?
- What should be the marketing plan to make gymming an integral
part of daily lives in India?
In this age of internet technology and hungry Indian public
expecting information on the best priced and most offers from their
fitness centre, how can we use social media to keep and attract new
customers keeping in mind the brand positioning and design process
that can give Gold's Gym on advantage in the Indian markets.
Gold's Gyms have identified areas of weight loss and gain
programs and health issues as the new areas of growth: what are
the other areas of growth that can increase the penetration of health
& fitness for Gold's Gyms in India?
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2. Background
Gym Membership
5. MARKET STRATEGY
6. MARKETING MIX
6. MARKETING MIX
Product:
Health Care Services:
Aerobics
Cycling
Boxing
Yoga
Muscle Training
Diabetes & Obesity
Control
Place:
Main Areas of Urban City,
Easy to reach
Free parking
transferable to another
person or Gold's Gym in India
access to Gold's Gym
worldwide
Promotion:
Internet, newspapers, magazines,
television and radio
Brochures for creating awareness in
the market about their health care
services; they will be
distributed in major health care
seminars and events
Special packages for students,
housewives and seniors too.
Price:
Penetration Pricing:
quality exercise and body work out
services at competitive cost
Discounted rates if you wish to workout
between 10 to 5 pm
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7. SWOT ANALYSIS
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Implementation Plan:
Conduct market surveys Visit people in the community, do a one on one
interview with a small size of people to understand their needs. Conduct
group meetings Speak to some people that go to gyms and some that
don't.
Analysis:
What is it that is required to be done based on the likes, beliefs and
preferences of the Indian people? What are they looking for in a gym? How
do we cater to their needs and how do we get them to the gym? Keep in
mind, we do not want to know what our competitors are doing. It has to be
purely on individual feedback.
Strategy:
Analysis to be studied and strategies to be planned accordingly.
Sample Size:
100 per city (At least 4 cities, 2 metros, 2 tier II cities) Gold's Gym is present
in 39 cities (cities can be selected based on convenience)
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