IIML 3808 IIML2682 Presentation

Team - Troika
Aniket Bandhekar ABM09016 IIM Lucknow ABM09016@iiml.ac.in 8009966496

Aman Sehgal PGP28153 IIM Lucknow PGP28153@iiml.ac.in 8755148080
Sumit Babbar PGP28377 IIM Lucknow PGP28377@iiml.ac.in 7388896699
Objective Industry Analysis
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
To identify mechanisms through which
social media influence can be used to
gain competitive advantage in terms of
retaining existing and attracting new
customers
To understand fitness and wellness
concept, need and opportunities for
strata's of Indian Population and provide
STP so as to make gymming an integral
part of daily life
To gain consumer insights through
qualitative and quantitative research and
develop marketing strategies to create
positive brand image and differentiation
for Gold Gym
To perform need gap analysis for various
segments and identify segments which
can targeted by Gold Gym to increase
penetration level in Indian Markets
Wellness Industry
Beauty & Cosmetics Fitness & Slimming Therapies, Nutrition & Spas
Fitness Centers
Organized
Branded GYMs
Unorganized
Mom-Pop
local gyms
Non Branded
GYMs
Akhadas
Regional, National & International Players, with multiple regional and national
chains
Established Accounting and Reporting Standards
Quality Management Measures (Certified Trainers, Staff etiquettes, Ambience,
etc.)
Allied Activities ( Yoga, Steam etc.)
Best Practices in Place
Local Players ( Typically colony gyms, gyms at homes etc.)
Lack Accounting , Reporting, and Quality Measures
Lack Technical Aspects
Prominent across Tier 3 and some Tier 2 cities
Source: FICCI
INDUSTRY ANALYSIS (1/8)
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Industry Statistics
Division of market share of Indian wellness
market 2012
Indian fitness and slimming industry market
size (in USD mn)
1060.6
1325.6
1683.6
2164.9
2799.6
2012 2013 2014 2015 2016
Revenues
('0000
USD) Clubs Members
Asia
Pacific 1360125 21658 17033697
India 51000 1200 419220
2013 Indian and Asia Pacific
wellness industry Profile and
Revenues
27%
15%
9%
50%
Beauty
Segment
Nutritional
Segment
Fitness and
Slimming
Segment
Therapies and
Spas
Source: Pwc analysis, euromonitor and The IHRSA Global Report, FICCI
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Industry Trends and Challenges
50%
20%
17%
12%
Fitness
Services
Fitness
Equipment
Slimming
Services
Slimming
Products
Source: PwC Analysis, Euromonitor, FICCI
Fitness Services:
Organized players focus on below-the-line marketing
to increase awareness about fitness
This is a largely under-penetrated market with less
than five per cent penetration of the urban
population
Key players include Talwalkars, Golds Gym, Fitness
One and Snap Fitness etc
Company Segment Outlets
Gold Gym Fitness 50
Talwalkars Fitness 102
VLCC Beauty and Slimming 160
Future Challenges
Gold Gym:
Aims to operate a 75:25
(franchise to company
owned) model
Talwalkars:
Plans to increase JV-franchised outlets,
driven by expansion of
their Hi-Fi brand.
Challenges faced by users:
Substandard facilities and poor
infrastructure
Unresponsive staff and poor
ambience
Usage of sub standard, ineffective
and harmful products by service
providers
Challenges faced by providers:
Inherent cost and location
constraints
Price sensitivity of the Indian
customers
Significant Investment costs and
long payback periods
Shortage of skilled manpower and
rising costs of inputs, rentals,
advertising and promotions
Regional differences
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Demand Side Drivers
Source: PwC Analysis, Euromonitor, census India, FICCI
Growing urbanization
Increasing urbanization has the dual impact of higher
availability and awareness of wellness products as well as higher
incidence of stress-related disorders
Increasing cost of medical care is making the common man
explore options available under the wellness ambit
Peer pressure is driving growth
Improved health awareness, exposure to global beauty and
fashion trends and increasing media penetration are driving
growth in the wellness space
The need to look and feel good is gaining momentum,
especially among the middle-class
Lifestyle diseases
Growing incomes and a faster pace of life, increased sedentary
living, high work stress, rising pollution levels and consumption
of unhealthy fast food are factors leading to a rise in lifestyle
disorders
Demographic Trends
Young Population:
India has more than 50% of its population below the age of 25 and more than 65%
below the age of 35
Currently, 63.38% of the population is between 15-59 years. The tremendous
growth in this segment is the target that drives the demand for this industry.
Increase in the number of working women is leading to women having to balance
both work and home life, which is resulting in them seeking fitness and nutrition
solutions to address the associated stress
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Demand Side Drivers
Source: census India, FICCI
Increasing Urbanization and Growth in middle class segment, will lead
to increasing demand for fitness services and increasing spending on
fitness, also this segments forms the major target for fitness providers
0
10
20
30
40
2005 2010 2015
N
o
.

o
f

C
a
s
e
s
Year
diabetes coronary heart disease
Lifestyle based diseases in India (in
mn)
90
70
30
377
Tier 1 Tier 2 Tier 3 Total Urban
Population(mn)
Urban Population Distribution by Tier Cities
Urbanization
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Demand Side Drivers
Source: PwC Analysis, Euromonitor, census India, FICCI, Trading Economics
Growing affluent level Increased discretionary spending
0
1000000
2000000
3000000
4000000
5000000
6000000
2008 2009 2010 2011 2012
GDP measured at Purchasing
Power Parity (US$ million)
Consumer Expenditure (US$
million)
Annual Gross Income (US$
million)
Annual Disposable Income
(US$ million)
Growing affluence and higher spending capacity of
Indian population is driving the growth further for
fitness industry
0%
20%
40%
60%
80%
100%
120%
2000-2001 2009-10 2019-20
S
p
l
i
t

o
f

t
o
t
a
l

s
p
e
n
d
i
n
g
discretionary spending non-discretionary spending
Increasing urbanization coupled with increasing
discretionary spending are promising aspects for
fitness industry
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Supply Side Drivers
Source: PwC Analysis, Euromonitor, census India, FICCI, Trading Economics
Providing quality
Trainers and
Ambience
Location
Constraints and
Lack of Space,
high real estate
prices in Tier 1
cities
Low Entry
Barriers,
Competition is
High from
Unorganized
segment
Diversification in
different
segments in the
wellness industry
Customer
retention and
loyalty programs
Infrastructural
improvements
Improved
Customer
Relationship
Management
system
Increased
government
support there by
leading to supply
for more services
Growth of
Complementary
Products and
Services
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Industry Trend Analysis
Industry Trends Expected Trends Rationale
Rising Lifestyle related problems such as
obesity, spondylitis and cardio vascular
diseases
Cause: Long working hours and Stress
Effect: People will take up fitness programs as a medium to stay fit and healthy
Increasing Disposable Income and Inflating
Women employment rate
Cause: Better economic conditions, rising education level and increasing
employment
Effect: Increased allocated budget on wellness activities
Changing taste and preference of tier-2 and
tier-3 cities in India
Cause: Growing commercialization and rising income levels
Effect: wellness players will scale their business in these cities to tap the aspirant
category
Increasing real estate prices in the tier-1
cities
Cause: Large scale development and increasing demand
Effect: wellness center chains will have to expand their reach to tier-2 or tier-3
cities in order to sustain their business
Lack of standard quality fitness equipments Cause: Lack of R&D , shortage of skilled &trained work force
Effect: Growth of fitness equipments can be subdued due to inferior quality or
lack of equipments
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Secondary Research from International
Databases and Reports
Qualitative Research
In-Depth Interviews: 40
Location: Lucknow, Delhi, Bangalore, Meerut, Ghaziabad
Gold Gym Marketing Manager of Lucknow( Gomti Nagar)
and Delhi ( Dwarka & Janak Puri)
Quantitative Research
Quantitative Survey: 422
Location: Delhi, Bangalore, Lucknow, Baroda
Data Analysis Using SPSS &
Marketing Engineering for
Excel
Marketing Strategies
Prominent Study Parameters Include
Fitness need gap understanding for
demographic segments
Gym users vs. Non Gym users
Gold Gym users vs. Non Gold Gym Users
Branded Gyms vs. Non Branded Gyms
Brand Awareness, Positioning
and Preferences
Motivating Factors
Hygiene Factors
Gym vs. Other Exercises
Positioning, Perception and
Preference
Need, attitude and expectations
RESEARCH METHODOLOGY
Quantitative Survey
Questionnaire
Response Sheet
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Qualitative Interview
Questionnaire
CONSUMER VERBATIM (1/4)
Female (Age 18 Years):
I dont like going to the gym,
mere friends nahi jaate koi and
upar se studies bhi hai, thoda
yoga karke relax kar leti hu ghar
par hi
Male (Age 21 Years):
"Log gym showoff karne jate hai
"Gym karte hue relax nahi hoga
promotion activities can make
me go to a gym
Across all age groups:
Health and fitness jaruri
hai bahut but time nahi hai
and upar se laziness
"If there is a motivator with me
such as a friend, I will go, dono ek
dusre ko motivate karenge
"willpower nahi aati
"If you do exercise daily, pura din
accha jata hai"
"If I could take a walk daily it would
be good
To stay healthy, I dont feel that
bollywood motivates
"I will pay 1000 Rs/month for a gym,
If I could gain, I will pay more
Male ( Age 55+)
Beta, hum sab to subah hi jaate
hai walk pe baithte hai, baatein
karte hai
Female (Age 21 Years)
"Gymming is not important,
meditation is important
My family is a conservative
family
Mere ghar wale allow nahi
karte
Female (Age 55+)
Hamara to time chalagaya
ab gym jaake kya
karenge
ghar main itna kaam hota hai
upar se gym bhijaye?? wahan
se thak ke wapas aaye to ghar ka
kaam kaun karega
Male (Age 37 Years)
"Every gym should have aerobics
main daily jaata hun gym isiliye
trainers ko lagta hai ki isko to sab
pata hai abs vaigrah k liye help hi
nahi karte
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Gym jaana bahut jaruri hai
humari umar ke logo ke liye, fit
reh sakte hai
doctor ko bhi to paisa dete hai,
Gym main bhi paise de sakte hai
but pata to hona chahiye kya hai
Gym main and hume koi fayda
hoga ki bhi nahi
Male (Age 30 Years)
going to gold's gym is a
fashion statement now,
satisfied with gold gym
ghar ke kaamo se sab aurto ko
phursat milti haikaam ho jaate
hai
Sharam to karti hai aurte aadmio
ke saath, lakin kya kare, jamana
badal raha hai..lakin alag ho to
achcha rehta hai..
Male (Age 45 Years)
Gym jaana bahut jaruri hai and
hume pata hai fit rehna bhi bahut
jaruri hai but time nahi hai, kya kare
kaam bahut rehta hai, icha bhi nahi
karti
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
agar kisi lady ko samaj main
agaya Gym ke baarien main and
benefits hua to baki ladies ko to
bhej kar hi rahegithoda
influence karne main dikat hai
Male (Age 30 Years)

Gold Gym Achcha hai, quality of
equipments and trainers bahut
sahi hai auro ke muqable
Gold Gym kafi achcha
rehta hai, safety rehti hai,
time schedule bhi flexible
hai, trainers bhi kafi help
karte hai, quality achcha
hai
Male (Age 30 Years)
their should be ample space in
the gym in my gym, also staff is
not good in my gym
Male (Age 30 Years)
Gold Gym Achcha hai, ambience,
brand image, social status bahut sahi
hai auro ke muqable
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Time : 6:00-10:00 AM
Major gym goers: Working professionals
between the age group 28-48
Gymmers characteristics: Are serious
about fitness
Mentality: Subah gym karo to din accha
jaata h
Time : 10:00 AM-5:00PM
Major gym goers: Gym mostly vacant,
trainers use this time to complete their
chores
Probable Target Segment : Housewife
Mentality: Like to socialize, engage in
word of mouth marketing
Time : 5:00 PM-8:00PM
Major gym goers: Most of the people
prefer gymming at this time. It finds mix
of students & working class
Gymmer Characteristics: All range (
fitness seekers, status seekers & fun
seekers) come at this time.
Time : 8:00-10:00 PM
Major gym goers: People working late
hours.
Gymmers characteristics: Are serious
about fitness
Mentality: Gym is an important part of
fitness
Gym Cycle
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Decoding Reasons for Fitness for people across Age (1/3)
Reason to stay Fit Age < 21 Age 22-28 Age 29-40 Age 41-55 Age 55+
Influence of media/Bollywood 4.56 4.24 4.11 3.23 2.97
It will help me impress the opposite gender 4.85 4.33 3.65 2.42 2.11
Fitness will lead to good looks 4.80 4.42 4.31 3.46 2.88
Fitness will increase my concentration level 4.68 4.24 3.98 4.12 4.24
Others will appreciate my fitness 4.72 4.64 4.11 4.12 3.99
Being fit helps me stand out in a group/get noticed 4.63 4.84 4.25 4.22 3.27
Fitness will increase my confidence 4.52 4.87 3.98 4.02 2.78
Being fit is trendy/fashionable 4.43 4.78 3.67 3.55 3.84
It will help me manage personal & professional life efficiently 3.22 4.59 4.54 4.23 3.19
Fitness will help me in family/self protection 4.21 4.52 4.77 4.38 4.22
Healthy lifestyle will lead to routine in life 3.98 4.23 4.32 4.32 4.19
Staying fit helps me in relieving stress 3.42 3.75 4.56 4.74 3.44
Product proposition
of Golds Gym
FITNESS
Based on our Qualitative Research, we found 23 different reasons people across Age &
Tiers overtly/covertly associate with fitness. From the Quantitative Analysis, the top 5
reasons for each age group were identified
High for
females
Reason to stay Fit Age < 21 Age 22-28 Age 29-40 Age 41-55 Age 55+
I want to avoid lifestyle related diseases 2.42 4.01 4.92 4.69 3.22
Being fit will increase my social acceptance 3.56 4.36 4.32 4.48 3.67
Staying fit will help me increase my social status 3.44 4.13 4.21 4.42 3.11
I want to avoid Age related diseases/problems 3.22 3.61 4.24 4.63 4.78
Fitness will make me feel energetic/dynamic 4.23 4.41 4.46 4.34 4.42
Being Fit makes me look/feel young 3.88 3.76 4.11 4.36 4.73
My physical condition demands me to stay fit 1.22 1.34 3.45 3.77 4.72
Fitness leads to a fun/fulfilling/relaxing life 4.34 4.45 4.24 4.22 4.57
Being fit is an important part of my lifestyle 4.22 4.04 4.13 4.17 4.39
I have my personal targets regarding fitness 4.17 3.98 3.77 3.73 4.23
My profession (for eg ; Sports) demands me to stay fit 2.43 3.43 4.16 3.25 1.57
What innate need of the Age group is satisfied by
being Fit?
Need for
Appreciation
Need for
Confidence
Need Security &
Stability
Need for a disease-free
life & societal stature
Need for
Rejuvenation
Needs according to Maslows Hierarchy Ego needs
Security
needs
Social needs
Self-
actualization
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
DO A AGE-PRIMARY NEED SEGMENTATION RATHER THAN SECONDARY NEED SEGMENTATION
The Analysis of Reasons for Fitness helps us identify the primary needs that are the root of secondary needs
I want others to appreciate me is the primary need behind the secondary need I want to exercise to lose weight
New areas
for growth
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Environmental & Internal influences which act as De-motivators
The different primary needs that motivate people of different Age groups to be Fit have been established. However, apart from the
primary needs, there are environmental & internal influences which may act as motivators and de-motivators to be fit. We did a
qualitative and a quantitative analysis to find out these influences
45% (188/422) respondents replied that they dont do
any forms of exercise. We asked them to rate the
reasons on a scale of 1-5 (1 Strongly disagree, 5
Strongly Agree). The results are as follows
Both the major reasons can be combated by targeting
the untapped primary needs of the respondents
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
People may use different methods (Home exercise, Gym, Yoga etc) to achieve fitness. The perceptual & preference analysis for these
activities for all the respondents based on their location i.e. Tier 1 (Delhi, Bangalore) & Tier 2 (Lucknow, Baroda) cities is as follows:
GYM
Yoga
Aerobics
Jogging/
Home
exercise
Outdoor
Sports
Dance
Swimmin
g
Dieting
Martial
Arts
I
I
I
Preference & Perception of various methods to achieve Fitness (1/4)
Preference map for Tier 1 across all ages
Correspondence analysis for Tier 1 across all ages
Jogging/Home exercise & Outdoor sports
are preferred more than Gym. Yoga is also a
trend in Tier 1 cities. However, a lot of
respondents havent shown any specific
preference.
Gym is associated with Body strength &
Body flexibility.
People highly prefer Jogging as it is
considered Easy to fit in the schedule, Easy
to follow & Relaxing.
Yoga is believed to help avoiding diseases &
improve self-motivation. While outdoor
sports are highly economical.
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
People may use different methods (Home exercise, Gym, Yoga etc) to achieve fitness. The perceptual & preference analysis for these
activities for all the respondents based on their location i.e. Tier 1 (Delhi, Bangalore) & Tier 2 (Lucknow, Baroda) cities is as follows:
Preference map for Tier 2 across all ages
GYM
Yoga
Aerobics
Jogging/
Home
exercise
Outdoor
Sports
Dance
Swimmi
ng
Dieting
Martial
Arts
I
I
I
Correspondence analysis for Tier 2 across all ages
Even in Tier 2, Jogging/Home exercise &
Outdoor sports & Yoga are preferred more
than Gym. Also, a lot of respondents havent
shown any specific preference.
Here too, People highly prefer Jogging as it is
considered Easy to follow & Relaxing.
Outdoor sports are considered Energizing,
Appealing and Fun.
Yoga is believed to aid avoiding diseases
along with being Easy to follow & Relaxing.
Gym is considered by Tier 2 consumers as
Appealing & Improving self-appearance
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
The preference for different activities is illustrated numerically for the different Age segments in Tier 1. The ratings are the mean of
preference for all the respondents. Preference is rated from 1 ( Not at all important) to 5 (Highly important):
Tier 1
The preference for Gym goes on decreasing with
Age. This can be explained as Gym is associated
mainly with building Body strength
However, across the Age segments, Jogging/home
exercise is more preferred than Gym. Segments Age
<21 & Age 22-28 prefer playing outdoor sports &
Jogging than Gym.
Yoga is preferred as much as Gym across the Age
segments in Tier 1 cities.
* In each segment, the highest preferred activity is circled
Preference for Jogging/Home exercise & Outside
sports can be explained as they are considered to
be Easy to follow, Economical & Relaxing while Gym
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
The preference for different activities is illustrated numerically for all the Age segments in Tier 1. The ratings are the mean of
preference for all the respondents. Preference is rated from 1 ( Not at all important) to 5 (Highly important):
Tier 2
* In each segment, the highest preferred activity is circled
In Tier 2 cities too, the preference for Gym
goes on decreasing with Age.
All the age segments prefer either
Jogging/Home exercise OR outdoor sports as
their way to fitness. Exception being Age 55+
segment which prefers Yoga
The perceptions for all these activities in Tier
2 is similar to Tier 1. So similar explanation of
Ease to follow, relaxing & economical can be
given for the observed preference
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Why do people go to a gym? (1/2)
Our Qualitative research suggested 21 reasons people chose gyms as their way to fitness. Factor analysis of the reasons identified 7 factors
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Why do people go to a gym? (2/2)
Quantitative analysis of the reasons was done to identify the major motivating factors for each age group (primary need segment). The gym-goers
were asked to rate the reasons from 1 (Strongly disagree) to 5 (Strongly agree). The mean of all the reasons in a factor is presented here.
People chose Gyms as their means to
fitness mainly for good quality
facilities (Trainers, equipments) & the
motivational environment in the gym
People in the Age segment
below 28 see gyms as a way
to connect with friends &
exercise with them
Case of House wives
For housewives in the Age of 22-28 &
29-40 in both Tier 1 & Tier 2, the
rating for some reasons in the factor
Social aspects of Gym in particular
was found to be very high
Social aspects Age 22-28 Age 29-40
Going to gym helps
me gain social/family
acceptance
4.92 4.94
My friends/family
advised/coerced me
to go to a gym
4.67 4.88
Housewives
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Why do people NOT go to a gym?
For the people who exercise but do not go to a gym, we did a
qualitative analysis to find out the reasons why they didnt go to a gym.
14 reasons were identified
In the quantitative analysis, the gym-goers were asked to rate the
reasons from1 (Strongly disagree) to 5 (Strongly agree). Different major
reasons were obtained for people fromdifferent segments
People across all segments gave I wont be able to go to the gym
regularly & The gym is too far from my home as major reason
Housewives felt conscious of going to the gym
Refusal of families to allow them to go to the gym was found to
be a bigger reason for Segment Age < 21 (particularly girls) in Tier
2 than in Tier 1
Negative perceptions about the gym were found to be more in
Tier 2 cities than in Tier 1 cities
Housewives
Girls less than 21
Major reasons
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
How do people decide between different gyms? (1/2)
We did a qualitative analysis to find out the attributes which effects the decision of the user regarding which gym to join among all
the available gyms. The quantitative analysis(respondents are gym goers) gave the following results:
Quality of Trainers &
Equipment come up as the
most important factors while
deciding which gym to join
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
How do people decide between different gyms? (2/2)
Insights from Factor analysis
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Differentiating from other brands(1/2)
We found out the perception of Gold gym vis--vis other gym in both Tier 1 & Tier 2 cities. The perceptual map is as follows:
Talkwars
Gold
Solaris Fitness
Fitness First
Ozone
SNAP
Unorganized
Ambience
Trainers
Equipments
Social Status
Brand Image
Celebrity
Endorsements
Economical
Fashionable
Supportive staff
Near my home
Gym past record
Additional activites
( Yoga, etc)
I (47.6%)
I
I

(
2
8
.
5
%
)
Tier 1
Brand Perception
Golds Gym Ambience, Brand image, Social status
Talwalkars Gym Trainers, Equipment, Economical,
supportive staff
Talkwars
Gold
Fitness First
Ozone
Fluid Active
Unorganized
Ambience
Trainers
Equipments
Social Status
Brand Image
Celebrity
Endorsements
Economical
Fashionable
Supportive staff
Near my home
Gym past record
Additional
activites ( Yoga,
etc)
I (59.5%)
I
I

(
2
6
.
4
%
)
Tier 2
Brand Perception
Golds Gym Trainers, Fashionable, Brand image
Talwalkars Gym Economical, equipments
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Trainers & Equipment is the most important criteria
for selection between the gyms
Golds Gym is positioned
well on the Ambience &
Social status
However, It lags behind
Talwalkars on Trainers
& Equipments
Highest priority is to
improve Golds gym
image on Trainers &
Equipments
Gym users use gym mainly to satisfy the Utility needs ,
Motivational (Ambience) & Social aspects
A place that boosts strength
& flexibility with best
trainers and ambience
One Stop solution for all
health based problems
for different age groups
Current positioning New positioning
Reposition the Brand
Differentiating from other brands(2/2)
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
How to make Gymming an Integral part of daily lives?
Process
Implementation
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Target Segment Age < 21 (Need for Appreciation, Find your Sparks) & Age 22-28 (Show your Confidence) (1/2)
Idea: Set up Gold gym Youth
Setup youth gyms in Tier 1 cities:
Provide programs customized to the
needs of youth
Develop youth gym as cock-tail gyms: Provide weight/cardio training, spas, saloons,
skin care, swimming pools and pool/TT tables/Live sports telecast in these gyms
Being with similar aged people gives
them the chance to show-off &
interaction builds confidence
The idea is to directly address the
primary needs of this respondent
Execution
Align the exercise schedules of 6-7
people & train them together
Create inter-group rivalry by having
swimming/weight lifting/pool/competitions
Have individual level personality based
competitions like Mr/Ms gold gym/ Mr/Ms
good looks Mr/Ms personality etc
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Target Segment Age < 21 (Need for Appreciation, Find your Sparks) & Age 22-28 (Show your Confidence) (2/2)
Provide Gold Gym certified coaches and
dieticians to A grade schools, private
colleges
The trainer would take physical
education classes for the students & act
as sports coach
Golds-gym certified coaches Create Golds gym badge value for students
Downloadabl
e Golds gym
caller tunes
from
Facebook
Golds gym
Ads during
IPL
Free Golds
gym
merchandise to
students
bringing 4 new
members in a
month
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Go for Tie-ups with various companies to provide a one-stop solution for this segment to build confidence
Target segment Age 22-28 (Show your Confidence) (1/2)
Idea
Product
Design a customized package for gym goers.
Gold gym to
provide weight
training and
cardio
exercises
British council
to provide 3
month course
on personality
development
Jawed Habib
to provide
monthly salon
sessions
Wills lifestyle
to provide
monthly
shopping
coupons
On enrollment in Golds Gym (for an atleast 3 months programs), the
other three services will be provided at discounted rates
Confidence package
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Target segment Age 22-28 (Show your Confidence) (2/2)
Communication Grow Up! campaign
The campaign will be conducted in two stages
Teaser
hoardings will
be put up all
over the
cities
The strategic
locations will
be malls,
Outside
colleges
The Hoardings
would have text
like Abhi bhi
logo se baat
karne se darte
ho??Grow up!!
The
hoardings
wont reveal
the name of
Golds gym in
this stage
The 1
st
stage
would last
around 7 days
In the second stage, the association with Golds gym would be
revealed & the confidence package would be advertised by
hoardings at the same locations
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Target Segment Age 29-40 (Be safe and strong) (1/2)
Golds gym suraksha program
Product
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Target Segment Age 29-40 (Be safe and strong) (2/2)
Script for an AD
Scene 1: A husband & a wife are walking on a
lonely road after a late night shown. Both of
themare around 3 years of age.
Scene 2: Suddenly, 5-6 goons appear out of no-
where threatening his wife. But, the man single-
handed beats all of them without breaking a
sweat.
Scene 3: Cut to..the next morning
The man is in a Golds Gym T-shirt, Pyjamas &
Sports boots . He bids his wife bye.
Scene 4: The man is jogging along a road. A
building looms ahead. It has Golds Gym. The
man enters the building.
Ad ends.
Intensive print advertising in all the leading dailies with
focus on Aapke parivar ki puri suraksha
Communication
Hoardings in selected large malls across the cities
Advertising on TV during family shows such as Kaun
Banega Crorepati & Comedy Circus
The theme of the AD would be in accordance to the
need for security of the segment Age 29-40
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Target Segment Age 41-55 (Earn your well-being)
Idea
Age 41-55 are people working in corporate world at mid to high level positions. Their need for social stature
is high. Create a flair around the products
product
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Target Segment Age 55+ (Get rejuvenated)
Idea
People in this age segment largely do yoga in city parks. This sector is largely unorganized. Ill-trained
instructors dont concentrate on postures leading to further health problems. Portray the idea If you cant
come to the trainer, the trainer will come to you
Golds gym community Product
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
New Areas for growth Segment - Women Empowerment (1/2)
Golds Gym vows to enable women against crimes on them
Large scale defence workshops
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
New Areas for growth Segment Women Empowerment (2/2)
Holistic self-defence packages
Holistic self defence course
focusing on Safety on
Road. More focus on
practical defence drills than
combat
Current martial arts
training focuses on martial
arts as a sport, combat and
loosing weight
Proposed Idea
Current self-
defence packages
Proposed package Schemes New Idea
Create a 6 month self defense
package
Facility of increasing the
duration of train post 6 months
Practical Real life self
defense technique
Discount on need basis
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
New Areas for growth Segment Customized products for Housewives (1/2)
Execution
Introduce 1week / 2 week packages so that housewives try Golds Gym before deciding
Introduce Gold
Bus to run
within 5 km
radius of gym
Design
packages
customized to
the needs of
housewive
Give monthly
spa/saloon
free coupons,
group
discounts
Introduce
state level
competitions
on healthy diet
recipe
Between
sessions give
10 minute
breaks to let
them socialize
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
New Areas for growth Segment Customized products for Housewives (2/2)
Execution - continued
Gold Bus
Between 12:00-2:00 Gold Gym should concentrate on getting housewives to the gym
Introduce the idea of Gold Bus
Housewives going
in group in a bus
will attract more
housewives in
the locality
Packages should
deal with the
problems of
bone density etc
Group discounts
will ensure they
bring more
people
It will
publicize gold
gym among
women of all
class
This social feeling
will strongly
attract more
women in their
social circle
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Run marketing campaign
around Gold Gym
trainers
Develop gym trainers as health experts : that are not confided only to body
strength but can provide expertise in all health related issues
Make Gold gym trainers more visible to general public
Run Proud to be Golds gym trainer campaign
Create Trainer-Profiles constituting of all the successfully trained people
Print Gold Gym trainers profile and
interviews in up-class magazines like
vogue, metropolitan, TIME etc.
Portray pictures of Gold gym trainers
on hoardings around airports, five star
hotels, offices, schools etc.
Run Gold-trains: Shatabdi trains
extensively covered with gold gym
campaigns around it
Marketing
Positioning
Introduce fitness-Sundays in malls: Set-
up gym and trainers inside malls to
publicize Golds gym
Write Health Experts instead of
trainers on trainers shirts
Trainers
Health
Experts
Develop Gold Gym Trainers as brand
Creating a positive Brand Image (1/4)
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
* http://www.dellchallenge.org/user/246177/about
Golds Gym Heroes would be given annually
to 1-2 persons from each category
Point to note that all these awardees are
covered under the Age-Primary need
segments. So, the communication would
get targeted to all these segments
A public ceremony would be held & print
media coverage would be given to the
awards
The award will consist the Golds gym
trophy & cash award
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Advertising on Radio
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Sponsor the TV premiere of movies Heavy merchandising
IPL Timeouts
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
76
191
35
9 4
35
6
25
94
210
38
11 10
51
10 13
Tier 2 Tier 1
Facebook and LinkedIn are the most active
used social media website across Tier cities
Branding Strategies on Social Media focuses
on:-
Awareness Engagement
Attraction Loyalty
Social Media Promotions (1/6)
Like Facebook Page, Refer Friends & Register for Gold Gym
Easy Method to Registration for Gold Gym would be done through Facebook page in
three step process
Users would have to
Like Facebook
[Usually this updated
would also be seen
by friends as well,
there by ensuring
Awareness and
Engagement] Page
First
Users can Register through
Facebook page, following
which update would be flown
to friends as well through
wall post
Promotions of the same
would be communicated
through regular
communication channels
Manual Effort will die down
as data recording is digitized
Before Registration through
Facebook page users will be
ask to Refer friends to
whom Request for liking
Gold Gym Facebook page
can be sent
Easy registration through Facebook
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
My new email id is:
Golds Gym Email ID & User Groups
xyz@Goldgym.com
Increased visibility among the masses
Personalized targeting of information can be
done through Gold Gym User Groups
Can be created in tie up with Gmail, also
space constraint would be removed
The reach expands and target different age
groups
Registration through
Facebook
Member joins Gold Gym
Gold Gym email id is created
for the user, it would be life
long email id
User is added to the Gold
Gym groups
Upcoming offers and schemes can
be targeted through email for the
users
Users will have to regularly check for the updates through email
and at the same time users can link their social media profiles
as well their gold gym email id
Hierarchy
Sponsor by
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Create a gym management game on Facebook
Users to build and manage their own gyms
Special game points for sending GymVille
requests to non-players
All GymVille members to get updates on Gold
Gym products and offers
Create a mobile app for GymVille
Game will act as social
media analytics tool
Will develop interest in
gyms in non-gym goers
Golds Gym will get free
publicity
Act as portal to send
Gold Gym updates
Data can be taken from
the app to develop an
understanding of
expectations from gym
of different segments of
population
People of all age group
enjoy playing Facebook
games. App will develop
their interest in gym
GymVille community on
Facebook will provide a
source of free publicity
and referrals to people
from different age
groups
All GymVille users can
be sent details about
latest Golds Gym offers
Social Media Analytics through Facebook Games
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Create mobile/online community portal for
all Gold Gym users from same center
App to have name, mobile number and brief
information about all the members
App to provide birthday updates
Customized Diet Charts, Nearest Hospitals,
BMI calculators solving basic health needs
Community portal will help make Gold Gym develop as a community, ensuring members remain loyal to the gym for long
Competitions like Gold Hero and latest
offers/schemes to be uploaded on this app
Community Portal for Gold Gym users
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Inspirational Stories of Gold Gym Users on Facebook & YouTube
Inspire and create awareness among masses for gold gym by providing videos, testimonials, photos for the users who have
achieved something significant over the period of time
Link You Tube Gold
Gym Page Videos with
Facebook
This was me Before This is me Now
Going Live on
Social Media
Emotional Connect or Appeal is created with the users
Objective of Engagement, Attractiveness, Awareness and Loyalty is achieved
With Persistence and
determination it can be
done
Thanks to Gold Gym
Transition
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Team Profile
Research
Methodology
Qualitative
Insights
Quantitative
Insights
Case Problems
and Solutions
Team Profile
Aniket Bandhekar is a marketing enthusiast
who believes that live projects are the true
way to learn.
He has proven his marketing acumen by
earning a PPI from Syngenta India Ltd,
where he did his internship in marketing
domain.
A chemical technologist, he is specializing
in Agri-business management. With a rural
stint of 2 months during the internship,
Aniket brings a different perspective to the
team.
Aman Sehgal is an Electronics &
Instrumentation engineer from BITS Pilani
and a marketing buff at IIML.
Filled with confidence after being awarded
the campus runners up at recently held ITC
Interrobang, Aman has found his marketing
niche.
He did his internship with Marico in sales &
marketing domain & helped the company in
optimizing their end-to-end transportation
schedule
Sumit Babbar is a campus usual suspect.
He is the member of INDEX - Market
Research Cell and Ignicion - GD/PI
Mentorship Committee of IIM Lucknow.
He has recently proved his mettle by
staging campus runner up in ITC
Interrobang 2013.
He is specializing in Marketing & Systems,
thus bringing in a rich knowledge of same
to the team.
Thank You

IIML 3808 IIML2682 Presentation

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

IIML 3808 IIML2682 Presentation

Uploaded by

Copyright:

Available Formats

Team - Troika

Aniket Bandhekar ABM09016 IIM Lucknow ABM09016@iiml.ac.in 8009966496

Male (Age 30 Years)

You might also like