30m gym
DESCRIPTION
Brand Building Project (Service Sector)TRANSCRIPT
INDEX
Sr. no. Topic Pg. No.
1. Brand Identity 1
2. Target Audience 2
3. Marketing Mix 3
4. Ad. Campaign Strategy 11
5. Media Selection and Characteristics
14
6. Budget 15
7. Future Plans 16
About 30m
30 m is a gym with a new 30 minute workout concept. The workout strictly stretches only through half an hour. It consists of a circuit which has a certain number of machines. Between each machine, there is a trampoline. After a 45 seconds workout on one machine, one has to jump on the trampoline. The trampoline is a way to de-‐stress your body after working out on the machines. It mainly involves jumping and free hand exercises along with it. The 30 minute workout is planned specifically to reduce calories and fat from the body rather than just building muscles. It is a workout that truly rids the body of excess fat in the body and makes a person fit rather than just toning the body. The 30 minute workout is intensified with weights as a member progresses and becomes more used to the machines and the workout regime. This way the calorie reduction never comes down to the stagnation point.
Brand Identity
Brand Name:
Gym is something that is intangible, and inseparable. Our product thus, cannot be touched or held. It is a service that we promise to provide at the very best quality. Since the USP of our gym is a 30 minutes regime, the name of our gym, very appropriately is ‘30m’.
Brand Logo:
A logo is a company’s signature mark. We recognize it instantly and it makes us think and feel certain things about the company and its products and services. The logo of our gym is a clock, with one half of it highlighted inn orange; showing exactly 30 minutes-‐ the time one needs to devote in our gym for a proper workout. The half gradient is orange in color over a white background with ’30 m’ written in black. The orange color was specifically chosen since the color radiates a certain positive energy and vibrancy. The text ‘30m’ is written in a manner which will seek the appreciation and interest of people from all age groups.
Uniform:
The uniform for the trainers at 30m gym is a combination of white and black. The T-‐shirt is mainly white with orange bands on the sleeves and with the logo on the left hand upside corner. This is matched with black tracks with a hint of orange in the front. The theme of orange black and white is again used for the uniforms to help build an identity for the gym. We intend instant recollection about our gym from any person who looks at the uniform.
Our MISSION is to introduce the 30 minutes workout plan to the people in India. We are keen on revolutionizing people’s attitude towards exercise and workout. It is usually believed or perceived that working out needs a lot of time to be devoted and is quite painful and boring. We here on intend to change the lookout towards exercising and fitness.
Our VISION is a healthier society. We intend on making people aware that excess fat is dangerous and that a 30 minute workout will prove much more worthwhile than endless tussle with several different machines.
Benefits of 30m:
Hence, 30m most importantly aims at selling time. In other words, it is helping its members to save time. It saves them from spending more than an hour for grueling workout regimes. Secondly, 30m aims at selling certain exclusivity. Since our workout is something never seen or heard of before, our members are also buying unexampled approach towards fitness. Further, with 30m our members are taking home better results and an improved method to fitness. 30m also provides their members with a different ambience and energy altogether. It is an unparalleled kind of surrounding and we make sure our members workout not because they have to, but because they want to.
Main USP of 30m:
The two main USPs of 30m gym are the 30 minute workout regime and the fact that the gym has certified physiotherapists as trainers.
Target Audience
Our target audience consists mainly of the people from the middle and upper middle class. These are the people who are the most active ones and even though want to get fit can’t because they don’t have time. We are targeting both men and women since in today’s age both are conscious about how they look.
The other specific target that we is the corporate people. We plan to target them by setting up in their companies itself. This will help us wider our audience.
Marketing Mix
The 30m gym will ensure that all the following elements need to be targeted at the right people at the right time. In order for our business to tackle any kind of hindrances in our promotional strategy we will be following the right type of marketing mix, which will include 8 main elements: Product, Price, People, Place, Physical evidence, Process, Productivity, quality and Promotion. By examining each carefully and adapting them to our customer’s needs, we will continue to produce the required services.
A. Product element:
The 30m Gym provides the services of routine exercises to the people. These exercises are basically focused on the famous 30 minute workout. 30m gives a full body exercise to people who are suffering from obesity and want to be fit, or the people who want to continue being fit.
Also our gym provides the consumer’s special trainers who look after them and are qualified for a physiotherapist. This also gives us an edge over the other gyms since our customers can totally rely on the people who help them take care of their body. Initially the gym plans to have around 12 trainers in the gym who would be swapping times from time to time.
Kinds of workout training that are done during the 30min workout span include,
• Circuit Training
This type includes a full body workout, from your torso to your legs; every muscle is given a proper workout.
• 3 Body Parts
For 30min each day, you workout only 3 body muscle parts. Each day, a new muscle set is to be worked out
Eg. Chest-‐Shoulders-‐Triceps
Legs-‐Back-‐Biceps
Forearms-‐Abs-‐Stomach Crunches
• Single Body Part
This is a slower kind of work out, which means that the trainee just works out one body muscle a day for 30min; either chest or biceps or abs. each day a different muscle is worked on.
• 2 Body Parts
This workout is done by working out only two body parts a day or every alternate day. Each double workout is done for 30min.
Eg. Chest-‐Shoulder
Back-‐Biceps
Legs-‐Triceps
Biceps-‐Legs
Triceps-‐Back.
• Alternate Day Workout
One day you work on your Cardio and the next you workout using any of the previous training methods
Eg. 1 day-‐cardio, 1 day-‐workout
• Cardio
Cardio workouts include the use of the treadmill, cycle and the cross trainer/elliptical cycle
These workouts will keep all the parts of our consumers body fit.
B. Price:
30m gym as a service provider and unlike any product is largely non-‐asset based, and our decisions on pricing are made depending on the intangible components. These intangible components include the various services that we provide inside our gym. The current pricing of our gym is an approximate price level which will be used at the reasonable starting point. We in 30m gym are trying to follow a creative cost oriented pricing strategy wherein our prices are dependent on the purpose of serving our customers and outsmarting our competitors with various strategies.
The introductory price that we intend to follow starting right from Phase III would be as follows:
Membership Period Total Amount *Offer
1 month Rs. 2000 10 days free
6 month Rs.9,000 30 days free
12 month Rs. 16,000
60 days free
* The Offer given in the table stands only for the initial period of six months.
The pricing strategy will also be including the various members of the gym receiving membership cards depending on the type of membership that they have taken. These cards will help them get a discount on various other services they could get from our gym. The Bronze card goes to a member who has been with the gym for an amount of 1 year, silver for 2 and gold for 3. These cards would consist of points which would help them get the discounts.
C. People:
The service given by our gym strongly depends upon the direct, personal interaction between the customers and our employees which helps strongly influencing the customer perception of service quality. Hence here at 30m gym we devote significant effort to recruitment and motivating the personnel. We see to it that at the end of the day any person that the customer comes in contact with in the gym is warm and friendly and not rude.
To build a very friendly and healthy relationship with our members, the gym will keep a strict track of their members missing their sessions. They will be sent a sms asking where they were and that the gym missed their presence. Also, men and women can be sent smses reminding their match or serial time and advising that they complete their workout before their programme starts.
Employees:
a. Recruitment-‐ The trainers that are recruited in the gym are supposed to be specialists. The people applying for the job should at least be qualified enough to become a physiotherapist. This is because 30m gym thinks that the members should have the best possible people looking after them. The gym plans to recruit around 12 trainers and two nutritionists initially.
b. Training-‐ Every trainer who is recruited will first be trained about the gym and the various machines in the gym. The trainer will be given all the possible knowledge about the 30 minute exercises if he’s unaware about it. The trainer will not be allowed to do any work on his own without any assistance unless he is totally comfortable with the gyms environment.
c. Motivation and Team Work-‐ 30m Gym gives the best facilities to their employees so that they don’t ever have to get demotivated. We motivate our employees by giving them their own resting room, free workout (not during the time slots for the customers) to keep them fit. 30m has always motivated our employees to
work as a team and take each other’s help if required. Every trainer can give a hand to the other.
Customers:
a. Education-‐
30m sees to it that the moment a customer enters the gym he is well versed with every aspect about the gym. Any new or old member or any customer should completely be aware about what kind of services does the gym provide for them. We keep a check on this by giving the customer a tour of the gym right when he comes in to inquire about our gym. The customer is also taught about all the different kinds of advantages with the kind of facilities and workouts we provide.
b. Training-‐
30m believes that it is also important for us to train our customers regarding everything in the gym. They will be taught enough by the trainers in the gym about every machine, so that if they want to use a machine on their own they are able to do so. This helps in maintaining the safety in the gym and also to make our members more comfortable in the gym. What we also usually are doing is trying to make the members aware about others around them to, so that we could have even more of a friendly environment. We will also be telling our members themselves to show the newly joined customers the various facilities in the gym. This will help in keeping a good rapport between the members.
D. Place
30m will initially be opened at 3 places around the city. One at Grant Road, the second at Bandra and the third at Andheri. All the gyms will be on the western side of these areas.
These areas comprise of three different sections-‐ South Mumbai, the suburbs and the north Mumbai.
30m will later be spread along the central line and the harbor line of the city.
E. Physical Evidence
The Physical Evidence is defined as the environment in which the service is delivered and where the customers get to interact with us; and any tangible commodities that facilitate performance or communicate the service. Customers usually evaluate a particular service on the tangible clues or physical evidence, before its purchase.
The entrance of the 30m Gym is a very soothing one. We have a reception and a spacious lounge area at the entrance so that help is the first thing they get once they enter. The receptionist on duty instantly greets anyone coming in and asks how he/she can assist you. On the first day, the member is assigned one trainer, who introduces the member to all the trainers and to the other people around, giving an instant feeling of belongingness.
The lounge has comfortable seating arrangements where visitors and guest can seat themselves. The whole plan of the gym area is not complicated at all. Every section is named appropriately. The colors in the gym are put up strategically which are certain to have an effect on the minds of our consumers. Every room in the gym consists of lighter shades of colors schemes like orange and white. Near the reception there plants kept on the side, to make the area look more attractive for the consumers. The lockers in the gym are spacious and each one has a key to their own locker. The women’s and the men’s room are cleaned regularly at periodic intervals to keep a hygienic environment.
They when the consumers go ahead and have a look at the interiors of the gym they’d find a variety of pictures to motivate them of fit men and women. Also the machines would be kept in a circular circuit for the easier use of the people. Also the back side of the gym is quite an interesting one wherein the members can do certain cardio exercises and enjoy good scenery outside the window as well.
On the first floor of the gym we have a cafeteria serving healthy food to our members. Also the office of the nutritionist and the trainers will be on top. What we also will be having on the bottom level is a separate room for our trainers to rest and have their peace. This room will be specially made for the trainers and they can come and relax their in their free time.
It is compulsory for the trainers to know if not all, most of the member’s names. The trainers call out to the members by their names which makes them feel special.
We have sauna provided to our members where our members can do something extra to lose their sweat if they’d want to and they don’t even have to pay anything extra for it. This would make them appreciate our services.
F. Process
This is the method and sequence of actions in which our Gym operates.
Service Blueprint:
Visit at the gym from a customer’s perspective
Greet and process registration
Keeping desk clean, wipe card
Greet & answer questions
Clean equipment
Give orders and advice in exercises
Prepare exercises, choose music, etc.
Greet, take order, Deliver
Preparation Storage, Delivery
Refill soap, shampoo, dry floor
Give advice, Lotion
Give Recommendations,
Storage, purchase & delivery of merchandise
Check-‐out process
Registration System
Maintenance and Cleaning
Orders & Billing Customer Records Inventory / Purchases
Billing Customer, Inventory
Maintenance And Cleaning of Equipment
Maintenance &
Cleaning
Support
Contact Person
(Onstage)
(Backstage)
Maintenance of Facilities
Arrive at the Gym
Check in
Go to dressing room
Entering training area
Work-‐ out
Visit cafeteria
Entering the gym
Shower/ Dressing room
Buy merch. at gym shop
Check out and leave
Use Sauna
Customer
G. Productivity and quality
Productivity relates to how inputs are transformed into outputs that are valued by the consumers. In 30m gym we believe that improving productivity will keep our costs under control. The Quality in our Gym refers to the degree to which our service satisfies consumers by meeting their needs, wants and expectations.
Our main objective is to provide the consumers reduction in their weight. Also we have seen to it that there is enough number of machines in the gym, so that the members always get to go their workout without any interruption. At no point of time does a member have to wait for a particular machine to be vacated. This is because, while working in a circuit, equal amount of time is given to each machine and then changed automatically vacating it for the next person in the circle.
H. Promotion
Promotional activities are for encouraging consumers to purchase company's services due to various plus points as well as due to incentives (e.g. price reduction, more quantity, etc.) offered. The 30m gyms Promotion mix includes the following variables:
(i) Sales promotion measures will be introduced by our 30m gym. Promotional activities are necessary for large-‐scale marketing of our gym and also for facing market competition effectively. These activities will vary in nature and are useful for establishing reasonably good rapport with the consumers. Personal communication with consumers is possible through promotional efforts. The purpose is to create market demand for the products.
This will be done through having various offers like a 3 day trial, 30 days on membership of 1 year, and also by going to various schools and promoting our gym out there while we give the students nutritional tips, free T-‐shirts from our gyms line wear etc. This will attract more consumers towards our gym and considering our target audience is the Indian people, offers like these are more likely to attract them.
(ii) Advertising and publicity of our service will give information and guidance to our consumers. We are trying to make our brand name popular through advertising. Advertising will play a positive role in the life of 30m. Advertising with our phase I, II, III Ad Campaign by using various hoardings, billboards, print ads and the TVC’s will make our service popular, will promote sales, develop consumer loyalty and will enable manufacturer to face market competition boldly.
Along with advertising we will be promoting our gyms name in various Subway outlets in Mumbai, by making people play various games and also giving them various gifts on winning.
Ad Campaign Strategy Our Ad campaign is divided into four phases stretching for a period of 3-‐4 months.
Phase I
Phase I will be an introduction of hoardings in the vicinity of our gym outlets. The hoardings will be more like teasers. These will be displayed mainly to attract people’s attention and make them think what the ad is all about. The initial stage is to make people inquisitive and curious about the ads displayed. These will be displayed for around 2 weeks.
Phase II
Phase II will again have a series of hoardings. But these hoardings will have a certain message and will be placed at particular locations.
The hoardings at Phase II will be displayed in the near vicinity of a junk food outlet. The ads have a particular pun message and hence they are specifically placed near junk food outlets.
Along with hoardings, at Phase II, will start interactions with our target audience.
Strategy for interaction:
A deal with Subway will be made for a period of 2-‐3 weeks during which Subway will serve a Signature Dish, specially recommended by dieticians of our gym. This signature dish will come at a discounted price. Volunteers from 30m gym will be present at every Subway outlet to talk to people about our gym. The volunteers will then play a small rapid fire question round. All the answers to the questions will be ‘30’, thus bringing in the 30 minute factor of 30m gym. After the game, the person who participated will be gifted a music CD of a collection of energetic songs that helps in boosting the energy while working out; offering them a merchandise right there. They will then be asked to fill a lucky draw form to win discounted memberships at 30m gym.
Also, the ones not visiting Subway will also have a way to know about 30m gym and fill the lucky draw form. There will be kiosks at many places in the city. These kiosks will have volunteers talking about 30m gym and asking people to fill out the lucky draw form.
Also, a competition will be introduced of designing T-‐shirts. The colors that can be used will be orange, white and black. People can send their sketches of computerized versions and a winner will be announced at Phase III. The judge for the T-‐shirt will be Leena Mogre. This competition
is mainly for the youth and will be advertised on different networking sites and online college journals like campusjunkie.com.
The winners of the lucky draw form will be announced in phase III.
During Phase II, print ads in newspapers and magazines will also be introduced.
Also, the medium of sms-‐ing will be used to remind people about the winner announcement day coming closer. This will help in building a familiarity between the people and 30m.
• Blog (please visit our blog at http://30mgym.livejournal.com/)
Also our blog will be started be the end of Phase two. The people who are really curious about us by looking at our ads will go ahead and search for us on search engines like Google where they will come across our Blog. This blog will give them all the updates about our gym and what our gym is all about. It will also act as a medium of communication between various members and our trainers outside the gym, in the cyber world. The members will be able to ask any doubts about the nutrition or exercises on this blog
Phase III
At phase III, TVC will be introduced.
Also, a big launch event will be held at the main branch of the gym.
People will be invited through the mediums of sms and e-‐mails.
During this event, the winners of the lucky draw will be announced. The event will be attended by a known celebrity.
Also, the winning T-‐shirt, chosen by Leena Mogre will be given free to each one who attends the event. The winner, who designed the T-‐shirt, will be given a discount membership offer and cool merchandises from 30m, like a 30m bag with 30m sweat bands and water bottle.
Phase IV
Phase IV will begin after the opening.
There will be 3 days free demo sessions.
There will be discount offers like-‐ on a membership 3 months 10 days free, on a membership of 6 months 30 days free and on a year 60 days free.
Tie-‐ups with corporate will be initiated. New upcoming offices will have inbuilt 30m gyms.
Seminars will be held at schools and colleges, making students aware of fitness and a totally new approach towards exercising.
Similar seminars will be held at offices and workplaces.
Communication and Sales Objective
Initially, the hoardings are to create a curiosity in people’s mind about the ad and further about the product. Once they are curious and waiting to know what it is, there will be hoardings answering their questions with 30m gym ads with the USP displayed.
Print ads and magazines are to cater to those who are ardent newspaper and magazine readers. Also, during phase II, two interactive sessions will be introduced to introduce 30m in people’s minds directly. The Subway signature dish will be a game to cater all age groups, whereas the T-‐shirt designing competition will be for youngsters.
This will help enormously in building relationships with potential members, directly.
The opening event will be held to finally introduce people to the gym in the literal sense. Here they can actually take the pleasure of looking at the gym personally and closely. They will be given to try different machines. A celebrity will be called for the opening. Someone who people look up to for fitness.
During phase IV, TVC will be introduced to make a wider mass aware of 30m.
Seminars will be held at different educational as well as corporate institutions as the mass there are a very important part of our target audience.
The discount offers will be mainly for achieving sales objectives. These offers will bring in more memberships.
Media Selection and Characteristics
Television Commercials:
While any media can offer facts and figures, only television can build image by tying together the elements of sight, sound, color, motion, and emotion. TVC’s of Gym are not something that’s seen quite often on television, so it becomes a easier for us to market our 30m gym through with less competitors on it. Also our ads will tend to receive more attention because of the same reason. We will be displaying our ads under channels like Sony and Star who have a number of channels in their umbrella. Our company will be doing this by making package deals with these channels. This deal consists of our TVC’s being shown alternate days in a week like Monday-‐Wednesday-‐Friday package. This will help us reduce our price to greater extent.
Outdoor Media:
As our initial stage of ad campaign consist more of outdoor media, it becomes more of importance to us. We intend to use the outdoor medium such as hoardings across the streets to catch the attention of our viewers while they are either driving or people who are just passing by the street. These hoardings would be strategically put one after the other considering the strategy of continuity or suspense that we are following. We will also be focused on putting small billboards on top of the street poles. These billboards will usually have flaps attached to them which would change and give a different view to people after every certain amount of time. These billboards will be usually be at the strategic signals in Mumbai and will help in targeting the people waiting in the gym.
Print Advertisements:
Print advertisements will be a part of our ad. campaign right from the start till the end. Print ads will help us to keep a constant reminder to the target audience about our gym even after the gym is launched will this be continued. This will be done since the print medium would be comparatively cheaper than the other mediums that we will be using. Also print ads have an advantage of reaching out to a much wider amount of audience at the same time compared to the other mediums. We will be focusing on printing our ads in newspapers like Times of India
and Hindustan Times, and business newspapers like Mint, who will have a greater amount of success rate to reach our audience.
Budget
Phase I
Outdoor ads:
Hoardings in strategic locations in Mumbai-‐ 10 Lakhs
Phase II
Print ads:
Print ads in publications like TOI, Filmfare and Economic Times-‐ Rs. 10 Lakhs
Outdoor media:
Hoardings in strategic locations in Mumbai-‐ 10 Lakhs
Phase III
Outdoor Media:
Hoardings and small Billboards -‐5 Lakhs
Television ads:
3 day package slots on Star or Sony network for 1 month-‐ Rs. 25 Lakhs approx.
Total media budget = 60 Lakhs (approx.)
Percentage of Television Budget = 25 Lakhs (41% approx.)
Percentage of Print Budget = 10 Lakhs (18% approx.)
Percentage of Outdoor media Budget = 25 Lakhs (41% approx.)
FUTURE PLANS
1. What about creating green gyms where people pay their memberships as normal, but then use swipe cards before and after they get on the machines. The difference here is that the machines would all be linked to a large central generator, so if you are really working out you will be generating much more energy than is needed to power the machine display.
The swipe cards would monitor how much time you spent on each machine then -‐ depending on the efficiency of the machine -‐ calculate whether you were a net user or contributor of energy to the building. At the end of the year, people get a rebate on their membership depending on how much energy their use of the treadmills and cardio machines has generated for the gym.”
3. There can be free weight area as well. Weight loss and gain programmes will be tailored to individual needs, with careful monitoring by qualified dieticians. Personal trainers will be available for one-‐on-‐one sessions. Other amenities include massage facilities, steam and showers, and lockers. Membership plans range from 1 month, to 3 months, 6 months or a yearly package.
4. Get Your Cheap Gym Membership With Health Insurance Plans: Can take out a leading Health Insurance plan and reduce your Gym Membership as much as %100 with participating fitness and health clubs. There are no catches, you just have to keep fit and attend the gym on a regular basis. By keeping fit you will be preventing ill health and rewarded with cheaper premiums and membership costs. It is not just the Cheap Gym Membership your saving on, with the Health Plans you might also get money towards dental care and other treatments.
5. A lot of gyms obtain “bulge” memberships in January as a few million new years resolutions kick in with a resolve to lose a few pounds and stay that way. Having parted with a few hundred pounds, the new members pump the iron for about 3 weeks, feel good about it and then never return. This is great for your short term profit margin, but rotten for long term planning, staff moral and incidental sales of accessories, food and drink. Some kind of loyalty scheme is a good way round this, rewarding the customer who keeps on coming back.
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