crossfit oryx marketing plan
TRANSCRIPT
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