Marketing Management_ Gold Gym

Marketing Management Strategic Marketing Plan – Study and Analysis for Gold Gym

Submitted by: Akshay (4A) | (4A) | Sachin (36A) | Kavita ( 19A) | Richa (33A) | Ashirvad ( 9A)

The analysis and report includes following: 1. Probl! Stat!nt 2. "ntrod#ction 3. $ack%ro#nd 4. S%!nt& 'ar%tin%  Positionin% . *arkt Strat%y 6. *arktin% *i+ ,. S-' Analysis /. *arktin% *i+ 9. Portr0s iv orc Analysis 1. "!l!ntation Plan 11. Acco#ntin% "nor!ation 12. 5oncl#sion 13. $iblio%rahy

1 Problem statement  'h $rand old7s y! is %ro8in% th ol ar bco!in% !or conscio#s& 8 k introd#cin% !or ro%ra!s and :#i!nt b#t th a8arnss is %ro8in% at a vry s!all ac. nly 2 rcnt o th o#lation in "ndia act#ally %os to a halth cl#b or a %y!. ; $in% an A!rican brand& ho8 sho#ld 8 adat to crat a ositiv brand;i!a% in th !inds o th cons#!rs in "ndia and di<rntiat ro! th cl#ttr o othr "ndian =tnss brands> ; -hat sho#ld b th !arktin% lan to !ak %y!!in% an int%ral art o daily livs in "ndia> ? "n this a% o intrnt tchnolo%y and h#n%ry "ndian #blic +ctin% inor!ation on th bst ricd and !ost o<rs ro! thir =tnss cntr& ho8 can 8 #s social !dia to k and attract n8 c#sto!rs kin% in !ind th brand ositionin% and dsi%n rocss that can %iv old7s y! on advanta% in th "ndian !arkts.

? old7s y!s hav idnti=d aras o 8i%ht loss and %ain ro%ra!s and halth iss#s as th n8 aras o %ro8th@ 8hat ar th othr aras o %ro8th that can incras th ntration o halth  =tnss or old7s y!s in "ndia>

! "ackground

old7s y! "ndia is th lar%st intrnational %y! chain in th 8orld rco%nid or its assion& #ni:# hrita%& and +rinc as th =nal a#thority in =tnss and listyl. old7s y! has c#t o#t or itsl /4 %y!s in "ndia 8ith anothr

# MA$%&T A'( )'(*ST$+: Bsti!atd "ndian Calth& -llnss  itnss "nd#stry Si 2;3 crors "nd#stry ; Ci%hly ra%!ntd and #nor%anid 5o!tition D *any and %ro8in%.  'h y! and itnss "nd#stry in "ndia is volvin% and %ro8in% at 2E and "ndia is indd a %ro8th story in th !akin%. Barlir it 8as rdo!inantly do!inatd by th !al o#lation. 'oday 8 s 4 E o th !!brs bin% !al. Bd#cation and accss to th intrnt has chan%d

, S&GM&'T)'G- TA$G&T)'G A'( P.S)T).')'G:

, S&GM&'T)'G- TA$G&T)'G A'( P.S)T).')'G: Gym Membership .9 ./ ., .6 . .4 .3 .2 .1 

y! *!brshi

Bd#catin% clints on th ri%ht ascts o itnss.

/ MA$%&T ST$AT&G+ 

0 MA$%&T)'G M)

0 MA$%&T)'G M) Product: 2ealth 3are Ser4ices: Arobics 5yclin% $o+in%  Fo%a *#scl 'rainin% Giabts  bsity 5ontrol

Place: *ain Aras o Hrban 5ity& Basy to rach r arkin% transrabl to anothr rson or old7s y! in "ndia accss to old7s y! 8orld8id

Promotion: "ntrnt& n8sars& !a%ains& tlvision and radio $roch#rs or cratin% a8arnss in th !arkt abo#t thir halth car srvics thy 8ill b distrib#td in !aIor halth car s!inars and vnts Scial acka%s or st#dnts& ho#s8ivs and sniors too. Price: Penetration Pricing: :#ality +rcis and body 8ork o#t srvics at co!titiv cost Gisco#ntd rats i yo# 8ish to 8orko#t bt8n 1 to  !

5 S6.T A'A7+S)S

8 Porter9s i4e orce Analysis

 'hrats o J8 Bntrants; "ncrasin%  'h thrat o n8 ntrants is al8ays at hand i thr is a ossibility o a ro=t. $#t start;# #ndin% and =+d cost is hi%h or a =tnss cntr.  'hrats o S#bstit#ts ; o8 to *di#! 5rossit cntrs.  Fo%a 5ntrs $ar%ainin% Po8r o S#lirs; o8 *any y!s Po8r o $#yrs D *di#! to Ci%h 5o!titiv Rivalry; Ci%h

)mplementation Plan: 5ond#ct !arkt s#rvys ? Lisit ol in th co!!#nity& do a on on on intrvi8 8ith a s!all si o ol to #ndrstand thir nds. ? 5ond#ct %ro# !tin%s ? Sak to so! ol that %o to %y!s and so! that don7t. Analysis: -hat is it that is r:#ird to b don basd on th liks& blis and rrncs o th "ndian ol> -hat ar thy lookin% or in a %y!> Co8 do 8 catr to thir nds and ho8 do 8 %t th! to th %y!> K in !ind& 8 do not 8ant to kno8 8hat o#r co!titors ar doin%. "t has to b #rly on individ#al dback. Strategy: Analysis to b st#did and strat%is to b lannd accordin%ly. Sa!l Si@ 1 r city (At last 4 citis& 2 !tros& 2 tir "" citis) old7s y! is rsnt in 39 citis (citis can b slctd basd on convninc)

11 Acco#ntin% "nor!ation Gold;s Gym& Gallas& cracks th list at Jo. 1. "nd#stry so#rcs& 8hich did not hav accss to old7s y!7s =nancial doc#!nts& sti!atd or 5l#b "nd#stry that old7s y! had M13 !illion in 213 rvn#. old7s y! rortd that it had 661 cl#bs at th nd o 213.

5l#b "nd#stry co#nts only cororat cl#b rvn# and rvn# drivd ro! ranchis s or ranchisors on th list. thr !dia o#tlts had di<rnt =%#rs or old7s y! rvn#. Coovr7s& a s#bsidiary o 'h G#n  $radstrt 5or.& lists old7s y! rvn# at M/.9 !illion. "nsidLi8& a sot8ar as a srvic co!any& listd old7s y! rvn# at M1.2 billion& b#t that likly consists o all rvn# rod#cd by old7s y! cororat and ranchisd cl#bs& so#rcs say. Rcntly& Gold;s Gym ac