HTM 2023

Hospitality and Tourism Marketing

Mid Term Exam

Group 9
19020144 -Jasmine Raudhatul
19020158 - Alya Fadia Novara
19020203 - Elvina Permata Putri
19020275 - Devita Mutiara Putri
19020288 - Talitha Radhiyya Azzahra
Page 01
19020307 - Anjeli Siti Maliska
HTM 2023

ABOUT AMITY STUDIO

A wellness studio founded on a passion for pilates sports, which
provides an array of wellness classes.

Founded by Classes Offered

Mrs. Lie Rina
TRX Bodyshape & Fit
Zumba Salsation
Pilates with equipment Yoga
Est. 2015 Muay Thai Yoga swing
Pound Aikido
Barre Hit

Bandung, Indonesia
Studio Facilities

Sports Equipment
Serving Toilet
Bathrooms (inc. toiletries, hair dryer)
1000 memberships Dispenser (Free water)
Customer care
Increasing Parking Lot
Well experienced facilitator
100 memberships / month
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HTM 2023

DIFFICULTY TO ACHIEVE THE

TARGET OF GAINING 100
MORE MEMBERSHIP EVERY
MONTH.
Business Issue

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HTM 2023

STRENGTHS WEAKNESSES
S 1. Amity Studio has been in business since
2015, thus it already has a large number of
1. Online presence is less attractive.
2. Lack of administrative staff so that
A
W repeat clients.
2. Amity studio has strategic location and
service to customers is
suboptimal.
N
O A
convenient space.
3. Lack of courage to innovate.
3. Amity studio offers more than 10
wellness classes that are suitable

T for both men and women.

L
SWOT
OPPORTUNITY THREATS Y
1. Rising trend of wellness nowadays.
2. High demand of wellness classes.
1. Numerous competitors in the
wellness sector.
S
I
3. Rapid technology sophistication 2. Customer’s behavior and
capable of supporting wellness industry. preferences are changing rapidly.
4. Many innovative ideas related to
wellness classes from abroad that can
be adjusted for Indonesian market.
S
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 SEGMENTATION
Based on MASAD analysis and segmentation evaluation, we conclude
that Amity Studio has 2 segmentation as follow:

Living in Living in
Greater Jakarta and Bandung Greater Jakarta and Bandung

17-24 years old

25-45 years old
Females and Males
Females and Males
Students, College, Bachelor, Newly married
Newly married couple, Full Nest 1, Full Nest 2
couple.
Income: Income:
Middle - High Earners High Earners

Middle-upper class High-upper class.

Loves to try new things, loves to exercise Wanted to have healthy lifestyle, likes to
and do sport. exercise, loves to walk, and wanted to have
athletic body.

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 Unique

POSITIONING

Amity is here!

Well-
Obscure known

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Mediocre
HTM 2023

Research Framework

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Data Collection Procedure

Quantitative Qualitative Secondary

(Observation)
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HTM 2023

Data Analysis Procedure

01 Determine the Objectives

02 Data Collection

03 Data Wrangling

04 Determine the Analysis Type

05 Result Interpretation

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HTM 2023 DATA RESULT ANALYSIS
Quantitative
What do people like the How do you get to know
most about Amity Studio? Amity Studio?
Are you a member of How long have you been
Amity Studio? joining class in Amity
Studio?

82% 58% 70% 52%

Offered YSTUDIO Less than 1

Friends Member
Activities year

How often do you go to What are the things that Did you ever have Have you experienced any
Amity Studio in one week? you want Amity to difficulties in booking the difficulties other than booking
improve? class? classes at Amity Studio?

52% 70%

Once in a week More complete No difficulties The facilities

facilities are not in a
good condition Page 10

DATA RESULT ANALYSIS
Qualitative
The reason why Amity Studio was built
is because the owner loves to workout
They have a total of 1000 customers
every month
The price starts from 50,000 until
200,000 rupiahs
They currently have a total number of
18 coaches
The target market are middle-aged
women and also young adults who
love working out
The brand brings simplicity and
comfort
HTM 2023
They use Direct Selling method
They already implementedBundling
Promo
They use only one promotional media
(Instagram)
The target to be achieved is to increase
the number of members by 100
people/month.
The dream is to become a sports studio
with the best services and advanced
facilities with wide accessibility
Has not yet has the intention to open a
branch or do a creative video promotion
with an advertising agency
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HTM 2023

DATA RESULT ANALYSIS

Observation

(+) (-)
The quality of workout Low engagement rate on
class service is Instagram
excellent Only has two workout rooms
It provides sufficient (just 1 for the big class)
facilities for the Customer service has not yet
customers. maximized.
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HTM 2023

AUFIT, A NEW REALITY OF FITNESS

We introduce you to AUFIT, a hologram technology that allows
people to experience the novel sensations of Yoga, Pound Fit,
Pilates, and Muaythai.

This program would specifically aim at advanced visitors that

have already often exercised in a particular field and are great in
the movement without needing any correction since customers
will be prompted to a whole new level of exercise by virtual
trainers.

But, no need to worry, this class is also available for intermediate

and beginners, but they must be more careful and ready to bear
their own risk since there will be no real coach to correct their
body movement. Now, everyone can exercise anytime and
anywhere with AUFIT.

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HTM 2023

COLOR PHILOSOPHY Midnight Green

With the undertones of iridescent light
green and teal, midnight green
delivers a soothing feeling to anyone
who sees it. Our brand identity is also
represented by this color, which is we
provide calmness and zen to our
customers through exercising.

Cashmere
A light creamy neutral with pink
undertones, cashmere is actually
warm and inviting. Sometimes,
cashmere leaves the impression of
luxury and elegance.
Based on the Journal of Marketing in
2016, people are attracted to prestige
and status. So, people will
automatically assume a great quality
of services by the color presented. Page 14
HTM 2023

ICON & TAGLINE PHILOSOPHY

Four-Petals Flower A New Reality of Fitness Tagline

The flower-petals The new reality of fitness also emphasizes

flower has the meaning the importance of technology in
of four kind of exercise supporting fitness efforts, with high-tech
activity which are yoga, wearable devices and fitness apps to track
pound fit, pilates, and progress, stay motivated, and connect
muaythai that are with like-minded individuals. Additionally,
provided by AUFIT. On advancements in technology and data
the other hand, four- analysis may play a significant role in this
petals flower is also a new reality, allowing for more personalized
symbol of all life, and data-driven fitness programs that
wholeness, and beauty can better cater to an individual’s unique
needs and goals.

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HTM 2023

Physical Evidence
we want to make the visitors feel the class is more than just indoors because we are highly emphasize in experience by
making the walls surrounded by cinematics which can change the atmosphere to forest, sea, countryside, etc.

there would be two choices..

+image quality might

+high-definition image
not as clear as screen
-high cost
-cost-effective

Screen Proje tor

c Page 16
Promotion CREATE AN APPLICATION
Although we suggest Amity Studio promotes
Traveloka, but we think that in the future, it will
be more flexible if Amity Studio creates its own
Previously... application. We suggest that they only need four
As we can see that Amity Studio only promote main features, which is booking, promo, QnA,
their fitness centre through Social Media and and goals. It is to help Amity to track their
WhatsApp. Which is quite effective, especially
customer and also keep their originality. Thus
nowadays relying on online platforms.
other fitness centre can not plagiarize.
However, since we wanted to make Amity
Studio more well-known and gain a potential
customer. Thus, we think that they can not
fully rely on Social Media, but also through
other promotion strategies.

CREATE A TRAVELOKA ACCOUNT

It is proven by the data that Traveloka is the number one
travel application for Indonesia, it is also supported by the
data that Traveloka is more trustable and easier to
use.Traveloka not only gives convenience for the user but
also trust for moms out there, especially Amity Studio’s most
target market is adult women or is known as Millennials.
Therefore, by using Traveloka. Amity Studio’s can reduce the
number of people who have difficulty to booked through
WhatsApp, it is also can help the admin to give easier way
to monitor and collect the user that already booked through
the application itself.
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HTM 2023

PROTOTYPE FOR THE AMITY'S

APPLICATION

Home section
Additional section

Menu section
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Promotion
MALL BOOTH
We realized that creating a Mall booth is an
effective way to promote rather than through
social media only. It is because many people
are going to the mall, regardless of their age or
their gender. All men and women can go there,
with a differently type of age. Not only that, the
Mall booth is also one of the most eye-catching
promotion strategies because every people who
pass through that booth
59.5%
Central Bureau of Statistics (BPS)
in 2022, it is stated that the
Indonesian people's reading habit
as a whole is at 59.52 with a
reading duration of 4-5 hours per
week and 4-5 books per quarter
BROCHURE AND MAGAZINE
Since there are many strategic places
that pass by many people, thus we think
that Amity Studio to create a magazine
or brochure. For example, it is placed in
the train, we put the brochure or
magazines in the skid behind every seat
on the train or in waiting room.
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 HTM 2023

Influencers is much needed in affecting

people, hence...
we have three candidates

Adara Skyla Ayudia C Ansellma Putri

@adaraskyla @ayudiac @ansellmaputri

Jakarta Bali Bandung

Gen Z Millennial Gen Z

Influencer, Model, Actress, Youtuber, Singer, Model, Influencer, Model, Entrepreneur,

Commercial model Entrepreneur, commercial model commercial model
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 HTM 2023
People
19% 91%
Men Women
Although that Amity Studio is open to women and men. But
we wanted to be more specific since men rarely go to Amity
Studio based on the interview and questionnaire itself. Not
only that, the sports activities are more women-based. Thus
it is reasonable to specify their target market as women
between 15-40 years old that like to exercise, socialize,
choose healthy life, and try something new. While for the
progress ring data is based on our prediction and
estimation where there are only 19% men go there.
31%
of respondent had trouble booking
Talking about the service in Amity Studio is mostly positive,
especially for the coach since there are many people liked Amity
Studio because of the coach itself. However, we think that not
only for the coach but also other workers must through training
and also align with the experience they had. For example, the
admin or receptionist must have the ability to serve people and
how to communicate with them. Because as we can see from the
questionnaire, some of them are having trouble booking since the
admin is not always available or has slow responses.
Page 21
 Pa
creating a class event of new launching articles at Amity Studio

rtn
and the brand could put the products to be sold at Amity Studio

erin
We Are Terra
@wearterra

Amity Studio
@amitypilatesstudio
g with sportswea

LAICA
r
@laicaactive
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 HTM 2023

THANK YOU
”Our growing softness, our increasing
lack of physical fitness, is a menace to
our security“

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