Team - Troika
Aniket Bandhekar Aman Sehgal Sumit Babbar ABM09016 PGP28153 PGP28377 IIM Lucknow IIM Lucknow IIM Lucknow
[email protected] [email protected] [email protected] 8009966496 8755148080 7388896699
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
To gain consumer insights through qualitative and quantitative research and develop marketing strategies to create positive brand image and differentiation for Gold Gym
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 perform need gap analysis for various segments and identify segments which can targeted by Gold Gym to increase penetration level in Indian Markets
To identify mechanisms through which social media influence can be used to gain competitive advantage in terms of retaining existing and attracting new customers
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
INDUSTRY ANALYSIS (1/8)
Wellness Industry Beauty & Cosmetics Fitness & Slimming Fitness Centers Organized Unorganized Non Branded GYMs Therapies, Nutrition & Spa’s
Branded GYMs
Akhadas
Mom-Pop local gyms
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
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
INDUSTRY ANALYSIS (2/8)
Industry Statistics
Division of market share of Indian wellness market 2012
Beauty Segment
Indian fitness and slimming industry market size (in USD mn)
2799.6 2164.9
2013 Indian and Asia Pacific wellness industry Profile and Revenues
Revenues ('0000 USD) Clubs Members Asia Pacific India 1360125 21658 17033697 51000 1200 419220
27% 50%
Therapies and Spas Nutritional Segment 1060.6
1683.6
1325.6
15% 9%
Fitness and Slimming Segment
2012
2013
2014
2015
2016
Source: Pwc analysis, euromonitor and The IHRSA Global Report, FICCI
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
INDUSTRY ANALYSIS (3/8)
50% Industry Trends and Challenges
Company Gold Gym Talwalkars VLCC Segment Outlets Fitness 50 Fitness 102 Beauty and Slimming 160
20%
17%
12%
Slimming Products
Future Challenges
Fitness Services Fitness Equipment Slimming Services
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
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, Gold’s Gym, Fitness One and Snap Fitness etc
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.
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
INDUSTRY ANALYSIS (4/8)
Demand Side Drivers
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
Source: PwC Analysis, Euromonitor, census India, FICCI
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
INDUSTRY ANALYSIS (5/8)
Demand Side Drivers Urbanization
40
Lifestyle based diseases in India (in mn)
diabetes coronary heart disease
No. of Cases
30 20 10 0
Year Urban Population Distribution by Tier Cities
2005
2010
2015
Population(mn)
377
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
90
70
30 Tier 3 Total Urban
Tier 1
Tier 2
Source: census India, FICCI
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
INDUSTRY ANALYSIS (6/8)
Demand Side Drivers Growing affluent level
Split of total spending
6000000 5000000 4000000 3000000 GDP measured at Purchasing Power Parity (US$ million)
Increased discretionary spending
120%
100% 80% 60% 40% 20% 0% 2000-2001 discretionary spending 2009-10 2019-20
Consumer Expenditure (US$ million)
Annual Gross Income (US$ million) Annual Disposable Income (US$ million)
2000000
1000000 0 2008 2009 2010 2011 2012
non-discretionary spending
Growing affluence and higher spending capacity of Indian population is driving the growth further for fitness industry
Increasing urbanization coupled with increasing discretionary spending are promising aspects for fitness industry
Source: PwC Analysis, Euromonitor, census India, FICCI, Trading Economics
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
INDUSTRY ANALYSIS (7/8)
Supply Side Drivers
Infrastructural improvements Growth of Complementary Products and Services Low Entry Barriers, Competition is High from Unorganized segment
Diversification in different segments in the wellness industry
Customer retention and loyalty programs
Improved Customer Relationship Management system
Increased government support there by leading to supply for more services
Providing quality Trainers and Ambience
Location Constraints and Lack of Space, high real estate prices in Tier 1 cities
Source: PwC Analysis, Euromonitor, census India, FICCI, Trading Economics
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
INDUSTRY ANALYSIS (8/8)
Industry Trend Analysis
Industry Trends
Rising Lifestyle related problems such as obesity, spondylitis and cardio vascular diseases Increasing Disposable Income and Inflating Women employment rate
Expected Trends
Rationale
Cause: Long working hours and Stress Effect: People will take up fitness programs as a medium to stay fit and healthy 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
Increasing real estate prices in the tier-1 cities Lack of standard quality fitness equipments
Cause: Growing commercialization and rising income levels Effect: wellness players will scale their business in these cities to tap the aspirant category
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 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
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
RESEARCH METHODOLOGY
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
Response Sheet
Prominent Study Parameters Include 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 Fitness need gap understanding for demographic segments
Quantitative Survey Questionnaire
Marketing Strategies
Need, attitude and expectations
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
CONSUMER VERBATIM (1/4)
Across all age groups: “Health and fitness jaruri hai bahut but time nahi hai and upar se laziness”
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”
Male (Age 30 Years): "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"
Qualitative Interview Questionnaire
Female (Age 18 Years): “I don’t 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 30 Years): "If I could take a walk daily it would be good“ “To stay healthy, I don’t feel that bollywood motivates” "I will pay 1000 Rs/month for a gym, If I could gain, I will pay more”
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
CONSUMER VERBATIM (2/4)
Female (Age 55+) “Hamara to time chalagaya … ab gym jaake kya karenge”
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 35 Years) “… ghar main itna kaam hota hai …upar se gym bhijaye?? … wahan se thak ke wapas aaye to ghar ka kaam kaun karega … ”
Male ( Age 55+) “Beta, hum sab to subah hi jaate hai walk pe… baithte hai, baatein karte hai …”
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…”
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
CONSUMER VERBATIM (3/4)
Male (Age 30 Years) “going to gold's gym is a fashion statement now, satisfied with gold gym “ Female (Age 50 Years) “ghar ke kaamo se sab aurto ko phursat milti hai…kaam 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..”
Female (Age 50 Years) “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”
Female (Age 50 Years) “Gym jaana bahut jaruri hai humari umar ke logo ke liye, fit reh sakte 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”
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
CONSUMER VERBATIM (4/4)
Female (Age 50 Years) “ 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) “ Gold Gym Achcha hai, quality of equipments and trainers bahut sahi hai auro ke muqable “
Male (Age 30 Years) “their should be ample space in the gym in my gym, also staff is not good in my gym“
Female (Age 40 Years) ““agar kisi lady ko samaj main agaya Gym ke baarien main and benefits hua to baki ladies ko to bhej kar hi rahegi…thoda influence karne main dikat hai…” ”
Male (Age 30 Years) “ Gold Gym Achcha hai, ambience, brand image, social status bahut sahi hai auro ke muqable “
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Gym Cycle
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” 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 : 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 : 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
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Decoding Reasons for Fitness for people across Age (1/3)
Product proposition of Gold’s 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
Reason to stay Fit
Influence of media/Bollywood It will help me impress the opposite gender
Age < 21
4.56 4.85
Age 22-28
4.24 4.33
Age 29-40
4.11 3.65
Age 41-55
3.23 2.42
Age 55+
2.97 2.11
Fitness will lead to good looks
Fitness will increase my concentration level Others will appreciate my fitness Being fit helps me stand out in a group/get noticed Fitness will increase my confidence Being fit is trendy/fashionable It will help me manage personal & professional life efficiently Fitness will help me in family/self protection Healthy lifestyle will lead to routine in life Staying fit helps me in relieving stress
High for females
4.80
4.68 4.72 4.63 4.52 4.43 3.22 4.21 3.98 3.42
4.42
4.24 4.64 4.84 4.87 4.78 4.59 4.52 4.23 3.75
4.31
3.98 4.11 4.25 3.98 3.67 4.54 4.77 4.32 4.56
3.46
4.12 4.12 4.22 4.02 3.55 4.23 4.38 4.32 4.74
2.88
4.24 3.99 3.27 2.78 3.84 3.19 4.22 4.19 3.44
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Decoding Reasons for Fitness for people across Age (2/3)
Reason to stay Fit
I want to avoid lifestyle related diseases Being fit will increase my social acceptance Staying fit will help me increase my social status I want to avoid Age related diseases/problems Fitness will make me feel energetic/dynamic Being Fit makes me look/feel young My physical condition demands me to stay fit Fitness leads to a fun/fulfilling/relaxing life Being fit is an important part of my lifestyle I have my personal targets regarding fitness My profession (for eg ; Sports) demands me to stay fit
Age < 21
2.42 3.56 3.44 3.22 4.23 3.88 1.22 4.34 4.22 4.17 2.43
Age 22-28
4.01 4.36 4.13 3.61 4.41 3.76 1.34 4.45 4.04 3.98 3.43 Need for Confidence
Age 29-40
4.92 4.32 4.21 4.24 4.46 4.11 3.45 4.24 4.13 3.77 4.16 Need Security & Stability
Security needs
Age 41-55
4.69 4.48 4.42 4.63 4.34 4.36 3.77 4.22 4.17 3.73 3.25 Need for a disease-free life & societal stature
Social needs
Age 55+
3.22 3.67 3.11 4.78 4.42 4.73 4.72 4.57 4.39 4.23 1.57 Need for Rejuvenation
Selfactualization
What innate need of the Age group is satisfied by Need for Appreciation being Fit? Needs according to Maslow’s Hierarchy
Ego needs
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Decoding Reasons for Fitness for people across Age (3/3)
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”
DO A “AGE-PRIMARY NEED SEGMENTATION” RATHER THAN SECONDARY NEED SEGMENTATION
New areas for growth
Objective
Industry Analysis
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 don’t 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
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Preference & Perception of various methods to achieve Fitness (1/4)
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 1 across all ages
Martial Arts Dance Dieting Aerobics Swimmin Yoga g
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 haven’t shown any specific preference.
I
Outdoor Sports GYM
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.
Jogging/ Home exercise
II
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Preference & Perception of various methods to achieve Fitness (2/4)
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
Martial Arts Swimmi ng
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 haven’t shown any specific preference.
Dieting
GYM Yoga
I
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
Jogging/ Home exercise
Outdoor Sports Dance
Aerobics
II
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Preference & Perception of various methods to achieve Fitness (3/4)
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. Preference for Jogging/Home exercise & Outside sports can be explained as they are considered to be Easy to follow, Economical & Relaxing while Gym
* In each segment, the highest preferred activity is circled
Yoga is preferred as much as Gym across the Age segments in Tier 1 cities.
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Preference & Perception of various methods to achieve Fitness (4/4)
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 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
* In each segment, the highest preferred activity is circled
Objective
Industry Analysis
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
Objective
Industry Analysis
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.
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
Housewives
Social aspects Going to gym helps me gain social/family acceptance My friends/family advised/coerced me to go to a gym
Age 22-28 4.92
Age 29-40 4.94
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
4.67
4.88
Objective
Industry Analysis
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 In the quantitative analysis, the gym-goers were asked to rate the qualitative analysis to find out the reasons why they didn’t go to a gym. reasons from 1 (Strongly disagree) to 5 (Strongly agree). Different major reasons were obtained for people from different segments 14 reasons were identified
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
Girls less than 21
Housewives felt conscious of going to the gym
Housewives
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
Major reasons
Objective
Industry Analysis
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
Objective
Industry Analysis
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
Objective
Industry 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-à-vis other gym in both Tier 1 & Tier 2 cities. The perceptual map is as follows:
Tier 1
Supportive staff Trainers Additional activites Near ( my home Yoga, etc) Fitness First I (59.5%) Solaris Fitness
Tier 2
Fluid Active Celebrity Endorsements Fitness First Gym past record Brand Image Fashionable Near my home Trainers Supportive staff Social Status Talkwars Equipments Economical Ambience
I (47.6%)
Economical Talkwars Equipments
Ozone Unorganized
Additional activites ( Yoga, etc)
Gold
Gym past record Gold Ambience Brand Image SNAP Social Status Celebrity Fashionable Endorsements
Unorganized
Ozone
II (26.4%)
Brand
Perception
II (28.5%)
Gold’s Gym
Talwalkar’s Gym
Ambience, Brand image, Social status
Trainers, Equipment, Economical, supportive staff
Brand Gold’s Gym Talwalkar’s Gym
Perception Trainers, Fashionable, Brand image Economical, equipments
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Differentiating from other brands(2/2)
Trainers & Equipment is the most important criteria for selection between the gyms
Reposition the Brand
Current positioning New positioning
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
Gold’s Gym is positioned well on the Ambience & Social status
However, It lags behind Talwalkar’s on Trainers & Equipments
Highest priority is to improve Gold’s gym image on Trainers & Equipments
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
How to make Gymming an Integral part of daily lives? Implementation
Process
Objective
Industry Analysis
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 The idea is to directly address the primary needs of this respondent Execution 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 Create inter-group rivalry by having swimming/weight lifting/pool/competitions Align the exercise schedules of 6-7 people & train them together Have individual level personality based competitions like Mr/Ms gold gym/ Mr/Ms good looks – Mr/Ms personality etc Being with similar aged people gives them the chance to “show-off” & interaction builds confidence
Objective
Industry Analysis
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)
Gold’s-gym certified coaches Create Gold’s gym badge value for students
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
Downloadabl e Gold’s gym caller tunes from Facebook
Gold’s gym Ads during IPL
Free Gold’s gym merchandise to students bringing 4 new members in a month
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Target segment – Age 22-28 (“Show your Confidence”) (1/2)
Idea Product Go for Tie-ups with various companies to provide a one-stop solution for this segment to build confidence
Confidence package 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 Wills lifestyle to provide monthly shopping coupons
Jawed Habib to provide monthly salon sessions
On enrollment in Gold’s Gym (for an atleast 3 months programs), the other three services will be provided at discounted rates
Objective
Industry Analysis
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 won’t reveal the name of Gold’s gym in this stage
The 1st stage would last around 7 days
In the second stage, the association with Gold’s gym would be revealed & the “confidence package” would be advertised by hoardings at the same locations
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Target Segment – Age 29-40 (“Be safe and strong”) (1/2)
Gold’s gym suraksha program
Product
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Target Segment – Age 29-40 (“Be safe and strong”) (2/2)
Communication
Script for an AD Intensive print advertising in all the leading dailies with focus on “Aapke parivar ki puri suraksha” Scene 1: A husband & a wife are walking on a lonely road after a late night shown. Both of them are around 3 years of age. Scene 2: Suddenly, 5-6 goons appear out of nowhere threatening his wife. But, the man singlehanded beats all of them without breaking a sweat. Scene 3: Cut to..the next morning The man is in a Gold’s 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 Gold’s Gym. The man enters the building. Ad ends.
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
Objective
Industry Analysis
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
Objective
Industry Analysis
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 don’t concentrate on postures leading to further health problems. Portray the idea “If you can’t come to the trainer, the trainer will come to you”
Product
Gold’s gym community
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
New Areas for growth – Segment - Women Empowerment (1/2)
Gold’s Gym vows to enable women against crimes on them
Large scale defence workshops
Objective
Industry Analysis
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
New Idea
Proposed package
Schemes 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
Holistic self defence course focusing on “Safety on Road”. More focus on practical defence drills than combat
Proposed Idea Current selfdefence packages
Current martial arts training focuses on martial arts as a sport, combat and loosing weight
Objective
Industry Analysis
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 Gold’s 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
Objective
Industry Analysis
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
Introduce the idea of Gold Bus
Between 12:00-2:00 Gold Gym should concentrate on getting housewives to the gym
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
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Creating a positive Brand Image (1/4)
Run marketing campaign around Gold Gym trainers
Develop Gold Gym Trainers as brand • 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 Gold’s gym trainer” campaign • Create “ Trainer-Profiles” constituting of all the successfully trained people Marketing
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
Trainers
Positioning
Health Experts
Introduce “fitness-Sundays” in malls: Setup gym and trainers inside malls to publicize Gold’s gym Write “Health Experts” instead of trainers on trainers shirts
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Creating a positive Brand Image (2/4)
Gold’s 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 Gold’s gym trophy & cash award
* http://www.dellchallenge.org/user/246177/about
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Creating a positive Brand Image (3/4)
Advertising on Radio
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Creating a positive Brand Image (4/4)
Sponsor the TV premiere of movies Heavy merchandising IPL Timeouts
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Social Media Promotions (1/6)
Tier 2 191 210 7694 Tier 1
Easy registration through Facebook
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
3538
9 11
4 10
3551
6 10 2513
Facebook and LinkedIn are the most active used social media website across Tier cities
Branding Strategies on Social Media focuses on:Awareness Attraction Engagement Loyalty
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
Before Registration through Facebook page users will be ask to Refer friends to whom Request for liking Gold Gym Facebook page can be sent
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
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Social Media Promotions (2/6)
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Social Media Promotions (3/6)
Gold’s Gym Email ID & User Groups
My new email id is:
User is added to the Gold Gym groups Hierarchy Gold Gym email id is created for the user, it would be life long email id Member joins Gold Gym Upcoming offers and schemes can be targeted through email for the users Registration through Facebook
[email protected]
Sponsor by
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
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
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Social Media Promotions (4/6)
Social Media Analytics through Facebook Games 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
• Data can be taken from the app to develop an understanding of expectations from gym of different segments of population
Will develop interest in gyms in non-gym goers
• People of all age group enjoy playing Facebook games. App will develop their interest in gym
Gold’s Gym will get free publicity
• GymVille community on Facebook will provide a source of free publicity and referrals to people from different age groups •
Act as portal to send Gold Gym updates
All GymVille users can be sent details about latest Gold’s Gym offers
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Social Media Promotions (5/6)
Community Portal for Gold Gym users 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
Competitions like “Gold Hero” and latest offers/schemes to be uploaded on this app
Community portal will help make Gold Gym develop as a community, ensuring members remain loyal to the gym for long
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
Social Media Promotions (6/6)
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 This was me Before Going Live on Social Media Transition This is me Now With Persistence and determination it can be done “Thanks to Gold Gym”
Link You Tube Gold Gym Page Videos with Facebook
Emotional Connect or Appeal is created with the users Objective of Engagement, Attractiveness, Awareness and Loyalty is achieved
Objective
Industry Analysis
Research Methodology
Qualitative Insights
Quantitative Insights
Case Problems and Solutions
Team Profile
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