crossfit oryx marketing plan

Narjis Premjee Musab Ahmed Popatia Bilal Anwer Sheikh Anas Farah

COMPANY

Crossfit Oryx was established in January 2013, under the official CrossFit™ label, by Pete Collins, former UK Royal Navy fitness instructor. The gym is located in Doha College and has around 100 members and three coaches.

ANALYSIS MARKETING MIX ACTION PLAN INTRODUCTION

OBJECTIVES

ANALYSIS MARKETING MIX ACTION PLAN INTRODUCTION

200 New Customers Break even within four months

PROBLEMS §  No clearly defined marketing strategy for the new location

§  Misperceived as high intensity training program only catering to fit people

INTRODUCITION MARKETING MIX ACTION PLAN ANALYSIS

MARKET SITUATION MARKET SITUATION •  Increasing health awareness in Qatar •  Greater number of traditional and

CrossFit gyms

PRODUCT SITUATION •  First CrossFit affiliated gym in Doha •  Originally located in Doha College

–  100 current members

•  New location opened in West Bay •  Target Market: expatriates •  Most popular pricing package: QAR

1000 per month

INTRODUCITION MARKETING MIX ACTION PLAN ANALYSIS

MARKET SITUATION COMPETITIVE SITUATION •  CrossFit Quwwa •  LiveLife CrossFit •  Traditional gyms •  Yoga and Zumba •  Traditional sports

MACRO ANALYSIS •  Highest GDP per capita in the world •  Increase in real estate prices (rent) •  Increase in the number of CrossFit

gyms in GCC

INTRODUCITION MARKETING MIX ACTION PLAN ANALYSIS

SWOT

STRENGTH §  Qualified trainer §  Low turnover and satisfied customers §  Sense of community

WEAKNESSES §  Misperceived brand image §  No official marketing strategy

OPPORTUNITIES THREATS §  Potential of attracting customers §  Supportive macro conditions

§  Increasing competition from Crossfit Gyms

§  Former Crossfit Oryx customer opened his own gym

INTRODUCITION MARKETING MIX ACTION PLAN ANALYSIS

CURRENT PROMOTION STRATEGY

INTRODUCITION MARKETING MIX ACTION PLAN ANALYSIS

§  Relying on word of mouth §  Facebook and Instagram accounts §  Ranked 1st on Google for “Crossfit Doha”

PRIMARY RESEARCH

INTRODUCITION MARKETING MIX ACTION PLAN ANALYSIS

Gym Industry Survey §  29 participants drawn from

a convenient sample

Crossfit Survey §  48 participants from the

only two current Crossfit gyms in Doha

OUR NEW POSITIONING

INTRODUCITION ACTION PLAN ANALYSIS

“Your Passion brings you here, the community will keep you going”

MIXED WORKOUTS GROUP WORKOUTS

NEW POSITIONING STATEMENT ‘To give gymmers the feeling of belonging to a community’

MARKETING MIX

IDENTIFYING THE TARGET MARKET

Individual

Segregated

Mixed & Group

CrossFit Oryx

Members

INTRODUCITION ACTION PLAN MARKETING MIX

ANALYSIS

PRICE

§  Premium brand image §  No change in price

INTRODUCITION ACTION PLAN ANALYSIS MARKETING MIX

PRODUCT

§  No changes to the core offering of CrossFit §  Community is a product

INTRODUCITION ACTION PLAN ANALYSIS MARKETING MIX

PROMOTION

§  Highly targeted Facebook ads §  Ads focusing on community §  Ads for “Breaking Ice” & “Dare to Burpee?” §  Social media campaign

INTRODUCITION ACTION PLAN ANALYSIS MARKETING MIX

BREAKING ICE

Group Workouts Cash Prizes New customers

INTRODUCITION ACTION PLAN ANALYSIS MARKETING MIX

DARE TO BURPEE?

Burpee Challenge Crowd participation Educate about Crossfit

INTRODUCITION ACTION PLAN ANALYSIS MARKETING MIX

SOCIAL MEDIA

INTRODUCITION ACTION PLAN ANALYSIS MARKETING MIX

ACTION PLAN

! ! JAN FEB MARCH APRIL MAY JUNE JULY AUGUST Facebook Ads and Content Marketing

! ! ! ! ! ! ! ! !

BI Promo

! ! ! ! ! ! ! ! !

Breaking Ice ! ! ! ! ! ! ! ! !Post BI Promo ! ! ! ! ! ! ! ! !Pre-Burpee event

! ! ! ! ! ! ! ! !

Burpee event ! ! ! ! ! ! ! ! !Post Burpee promo

! ! ! ! ! ! ! ! !

!

INTRODUCITION ANALYSIS MARKETING MIX ACTION PLAN

BUDGET

FACEBOOK ADS (5480)

FLYERS (540)

DARE TO BURPEE (6000)

BREAKING ICE (11000)

TOTAL: QAR 23020

INTRODUCITION MARKETING MIX ACTION PLAN

ANALYSIS

SALES PROJECTIONS

0

50

100

150

200

250

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15

New location

New location (w/o campaign)

ANALYSIS INTRODUCITION MARKETING MIX ACTION PLAN

-150000

-100000

-50000

0

50000

100000

150000

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15

Profits (of new location)

Profits (of new location w/o MP)

FINANCIALS

INTRODUCITION MARKETING MIX ACTION PLAN

ANALYSIS

CONTINGENCY PLAN

§  Direct marketing budget to social events §  Conduct further primary research §  Experiment with different advertising/outreach platform

INTRODUCITION ACTION PLAN

INTRODUCITION ANALYSIS MARKETING MIX

QUESTIONS? !

APPENDIX ADS USED FOR THE CAMPAIGN

APPENDIX ADS USED FOR THE CAMPAIGN

APPENDIX ADS USED FOR THE CAMPAIGN

APPENDIX

APPENDIX

INTRODUCITION MARKETING MIX ACTION PLAN ANALYSIS

High cost

Low cost

General Niche

Company & compound sponsored Gyms

ANALYSIS MARKETING MIX ACTION PLAN INTRODUCTION

APPENDIX