University of Economic – The University of Danang

Tourism Faculty

REPORT ABOUT
TA GALAXY FITNESS & YOGA CENTER
TOPIC 3: Visualizing the messages within the Service
Promotions
SUBJECT : MARKETING SERVICE
TEACHER : LÂM MINH QUÂN
CLASS : 48K23.1
GROUP : 5

LEADER : Lê Hà Mai Phương

MEMBERS : Nguyễn Thành Danh

Phạm Quang Khang
Nguyễn Thị Khánh Ly
Trần Bình Minh
Nguyễn Mai Linh Ngọc
 INTRODUCE
Services are intangible and difficult to visualize. Therefore, every business
uses tangible forms of messages to convey them to customers more easily. TA
Galaxy fitness & yoga center also understands that problem and has launched
campaigns to convey their stories to their customers. Recently, on the occasion
of gratitude for Vietnamese Women's Day, TA Galaxy organized a meaningful
campaign with promotions for TA's female customers in particular and
Vietnamese women in general. There is one video that stands out above all,
carrying the message "love yourself regardless of prejudice". Through this
report, our team will clarify the target customers and the goals that the firm's
campaign is aiming for as well as analyze some unique shooting angles in the
video to better understand the message that TA wants to convey.

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 Contents
I. About the Company “TA Galaxy & Fitness Center” ..................................4
1. The Company’s background .................................................................4
2. The Company’s Target Customer .........................................................5
3. The Company’s Positioning ..................................................................5
4. The Company’s Marketing Significances .............................................7
II. The Campaign “PHAI YEU” .......................................................................8
1. Where is the video posted? ....................................................................8
2. When does the firm post this video? .....................................................8
3. Who are target audiences that the firm wants to focus on when
implementing the campaign, especially this video? .....................................8
4. What is the goal of this campaign? .......................................................8
5. The content of the video & analysis some beauty shooting angles ......9
6. The attraction of the campaign in reality ............................................12

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I. About the Company “TA Galaxy & Fitness Center”
The Company’s background
The Tuan Anh gym fitness and dancing is a small gym that was founded
in 2016. The gym offers a variety of high-quality services such as yoga,
dance, group X, kickfit, gym, and personal training.
Website: https://tagalaxyfyc.com/
Phone Number: 0931 972 777
The Main Goal: to promote and cultivate a healthy, active lifestyle
through its services.
When the customers use the service at there, they will have some
Exclusive right:

Deep
Professional
Training
Services
Program

EXCLUSIVE
RIGHT

Competitive
Quality Prices
Equipment

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 The Company’s Target Customer
The program is designed for individuals of any age who are seeking to
enhance their physical fitness, develop strength and endurance, and
accomplish their health objectives.
It is suitable for individuals interested in participating in group fitness classes,
receiving personalized martial arts training, and having access to advanced
workout facilities and equipment.
The Company’s Positioning

TA Galaxy Fitness & Competitors

Yoga Center California Fitness PT Fitness Gymstars
center center Fitness center
Variety of modern and California is one of No variety and No variety and
high-end workout the top gyms in very little very little
equipment,which Danang with many workout workout
always ready to serve modern and high- equipment equipment
customers in a wide end workout Low-quality Low-quality
space. equipment, wide equipment equipment
The personal trainers at space
TA galaxy and fitness
center all have many
years of experience in
the gym field, who can
help customers change
the body shape they
want
 TA Galaxy&Fitness
Center is a high-
quality gym rated in
top 10 best gyms in
Danang

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With quality in top 10 However, the price The price of Low price:
best gyms in Danang, of practicing here practicing here 250.000-400.00
the price to pratice here is quite high: is in the mid- per month
is on average level: 670.000-3.240.000 high range:
500.000-1.000.000 per per month 500.000-
month (depending on the 700.000 per
 It’s suitable for training package) month
customers who want
to find a high-quality
gym with an average
price level.

The positioning map:

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 The Company’s Marketing Significances
To enhance recognition and attract customers, TA Galaxy has built a website,
social media channels (TikTok, Facebook, YouTube).

 They usually post program and campaigns on Facebook- The firm’s

main social media chanel.

- Videos of customers' daily workouts to promote the image and machine

quality on Tiktok
- TA Galaxy creates a blog to share knowledge and information related to
nutrition and exercise
- Engaging in social activities and charity activities.
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  The goal is to increase brand recognition and establish a positive image
in the subconscious of customers.

II. The Campaign “PHAI YEU”

To respond to Vietnamese Women’s Day, TA Galaxy Fitness & Yoga Center
organized a campaign called “PHAI YEU” with a meaningful messages and
attractive incentives for women.
Featured in this campaign is a short video of nearly 1 minute but carrying the
meaningful message "Love yourself despite prejudices".
Where is the video posted?
This video is posted on the firm’s main fanpage in Facebook with more
19.000 followers.
Link the video: Here
When does the firm post this video?
Because this is a video part of a campaign to thank Vietnamese women, it
was posted on October 18, 2 days before Vietnamese Women's Day.
Who are target audiences that the firm wants to focus on when
implementing the campaign, especially this video?
The target audience for this campaign is women, those who want to become
healthier, or want to change their body shape according to their wishes.
What is the goal of this campaign?
- The campaign aims to express gratitude to female customers who have
been using the business's services.
- Besides, a campaign with a meaningful message will bring a positive view
of the business in the eyes of potential customers.
 From there, branding reputation is increased in the market.
- The firm also can attract more new customers, especially women, that go
to TA Galaxy & Fitness Center to use their’s services increasing the
firm’s revenue.

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 The content of the video & analysis some beauty shooting angles
In the advertisement, the female Jujitsu fighter Duong Thi Thanh Minh
appeared with the theme “Phai Yeu” aka “ Phái Yếu” - “ Weaker gender”
when she said in the opening of the advertisement.
At the beginning of the video, the word “Phái yếu” appears, which refers to
women who are always considered weak and have prejudices and social
standards imposed on them. But “Phai Yeu” at the end of the video also
means “MUST LOVE”, women should confidently love themselves and
pursue their dreams beyond all social standards and the message that the
video brings is overcoming gender stereotypes, and embracing self-love in
one’s own unique way.
Analyzing the beauty or uniqueness or unexpected shooting/shooting angles
creates excellent visual effects of the images in those advertisements:
- Scene 1: Prejudice against "Phai Yeu"

In the first scene, the image of a woman standing around beautiful dresses is
titled "Phai Yeu". It can be understood that people often have the stereotype
that women always appear feminine, graceful, and beautiful in gorgeous

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outfits. Indeed, this can inspire and empower individuals to embrace their
uniqueness and strive for personal growth. It encourages customers not to let
stereotypes or preconceptions hinder their opportunities for self-
improvement.
- Scene 2: The reflection between stereotypes and the unique versions.

Through this scene, a female martial artist stands amidst the stereotype
that women are weak, fragile, and unsuitable for martial arts. However,
behind this reflection lies her passion, the very thing that martial artist
Minh Thanh desires. That passion is the martial art discipline of jujitsu,
which she has pursued in her unique version.
 The context is closely tied to the main theme, with pre-computed
images mistakenly reflecting the contrast between the weaker gender
and the one we must love

- Scene 3: Each individual has their unique version and distinctiveness

that sets them apart.

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Through this scene, it can be clearly seen that even though we belong to the
weaker gender, we still have the right to pursue our own uniqueness and our
own version of difference that we desire.
- Scene 4: “Phải Yêu” - “Must Love” in your own way.

Love yourself and find for yourself the feelings you have wanted to do for a
long time. Pursue your own passion, and ignore the gossip of others. Conquer
and assert yourself through the values you create.

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 The attraction of the campaign in reality
This promotional video attracts customers who are still hesitant and caught in
the dilemma of choosing between conforming to societal standards or daring
to pursue their own unique essence. It encourages them to decide to change
themselves, starting with their appearance.
TA Galaxy and Fitness integrated this video into the Phai Yeu campaign
along with a promotion for women of the weaker sex who care about their
health and want to find a separate version for themselves.

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 Conclusion
Throughout this report, we provided general and in-depth information about
“Visualizing the messages within the Service Promotions” of TA Galaxy
Fitness & Yoga Center. By that, our team analyzed how the company use the
images of the elements involved and the creation of the service and
businesses that have impressive ways of using visual materials in
communication. In there, the beauty or uniqueness or unexpected
shooting/shooting angles create excellent visual effects of the images in those
advertisements and how attractive the ad in reality.

_Thank you for your reading_

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