Description
It describes the Marketing Strategy for a sample Gym named body power. It analyses the segmentation ,positioning and target segments for a gym in goan market and other markets.
Agenda
PART A: MARKET AND CONSUMER PROFILE
• Company introduction • Situational analysis • Marketing environment for consumer behavior analysis
PART B: MARKETING STRATEGY
• Segmentation and targeting • Positioning • Marketing mix
Case facts
• Gymnasium located in Goa • Established in 1963 by Mr. Cedrick Pereira • One of the oldest and most popular gymnasium • Robert Pereira took over in 1987 • Revenue in 2002 – 10,00,000 rupees
Industry Analysis
• Emergence into a organized and customer oriented industry • Global industry more developed than its Indian counterparts
• Increase in number of customized products
SWOT ANALYSIS
Strengths
• Superior domestic product • Well established reputation • Existing customer base
Weakness
• Limited brand awareness
Continued ...
Opportunity
• Supports from national sports distributors • Favorable demographic profile • Changing lifestyles • Less domestic competitions • Growing target segment
• Cheaper domestic substitutes
Threat
• Better perceptions of foreign brands
Competition
Foreign competition • Brands: Body solid, Spark etc • Competitive advantage in ease of operation, after sale service, design Domestic competition • Few regional players • Prices are lower
• Average ratings in performance and style
• Higher priced
Customer analysis
Marketing environment
• Market research was carried out
– Nature of demand
– Size of potential customer base and behavioral aspects of buyers – Helped in classification of customers
Segmentation
Geographic Demographic Psychographic
Goa
Karnataka
Income(Medium/ high
Age (18 to 40)
Health conscious
Andhra Pradesh
Maharashtra
Occupation (Student/Professi onal/Housewives)
Target Segmentation
• Target consumers
– High / Middle income corporate professional – Student of age 18 to 25 – Young male body building professional
• Places
– – – – Gyms Corporate offices Condos Hotels ( only in Goa)
Positioning
Additional product features
Multi functional
Value for money
Lower price
User friendly & convenient
Four Ps
Product
• Standardized product • Additional Luxury variant
Price
• Price between 35000 to 40000 rupees as decided by Mr. Pereira
Promotion
• Health Magazine • Internet ads • Direct ads • Ties up with institutions/malls • Money back guarantee • Sponsorship
Place Whole sale distributor
• Direct distribution in Goa
doc_110653626.pptx
It describes the Marketing Strategy for a sample Gym named body power. It analyses the segmentation ,positioning and target segments for a gym in goan market and other markets.
Agenda
PART A: MARKET AND CONSUMER PROFILE
• Company introduction • Situational analysis • Marketing environment for consumer behavior analysis
PART B: MARKETING STRATEGY
• Segmentation and targeting • Positioning • Marketing mix
Case facts
• Gymnasium located in Goa • Established in 1963 by Mr. Cedrick Pereira • One of the oldest and most popular gymnasium • Robert Pereira took over in 1987 • Revenue in 2002 – 10,00,000 rupees
Industry Analysis
• Emergence into a organized and customer oriented industry • Global industry more developed than its Indian counterparts
• Increase in number of customized products
SWOT ANALYSIS
Strengths
• Superior domestic product • Well established reputation • Existing customer base
Weakness
• Limited brand awareness
Continued ...
Opportunity
• Supports from national sports distributors • Favorable demographic profile • Changing lifestyles • Less domestic competitions • Growing target segment
• Cheaper domestic substitutes
Threat
• Better perceptions of foreign brands
Competition
Foreign competition • Brands: Body solid, Spark etc • Competitive advantage in ease of operation, after sale service, design Domestic competition • Few regional players • Prices are lower
• Average ratings in performance and style
• Higher priced
Customer analysis
Marketing environment
• Market research was carried out
– Nature of demand
– Size of potential customer base and behavioral aspects of buyers – Helped in classification of customers
Segmentation
Geographic Demographic Psychographic
Goa
Karnataka
Income(Medium/ high
Age (18 to 40)
Health conscious
Andhra Pradesh
Maharashtra
Occupation (Student/Professi onal/Housewives)
Target Segmentation
• Target consumers
– High / Middle income corporate professional – Student of age 18 to 25 – Young male body building professional
• Places
– – – – Gyms Corporate offices Condos Hotels ( only in Goa)
Positioning
Additional product features
Multi functional
Value for money
Lower price
User friendly & convenient
Four Ps
Product
• Standardized product • Additional Luxury variant
Price
• Price between 35000 to 40000 rupees as decided by Mr. Pereira
Promotion
• Health Magazine • Internet ads • Direct ads • Ties up with institutions/malls • Money back guarantee • Sponsorship
Place Whole sale distributor
• Direct distribution in Goa
doc_110653626.pptx