Fundamentals of International Management Assignmen

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Marketing ManagementStrategic Marketing Plan – Study and Analysis

for Gold Gym

1Marketing Management - Group 7 EPGDIB 2014-16

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


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The analysis and report includes following:1. Probl! Stat!nt

2. "ntrod#ction3. $ack%ro#nd4. S%!nt& 'ar%tin% Positionin%. *arkt Strat%y6. *arktin% *i+,. S-' Analysis

/. *arktin% *i+9. Portr0s iv orc Analysis1. "!l!ntation Plan11. Acco#ntin% "nor!ation12. 5oncl#sion13. $iblio%rahy

Marketing Management - Group 7 EPGDIB 2014-16


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1 Problem statement 'h $rand old7s y! is %ro8in% th ol ar bco!in% !orconscio#s& 8 k introd#cin% !or ro%ra!s and :#i!nt b#t

th a8arnss is %ro8in% at a vry s!all ac. nly 2 rcnt o tho#lation in "ndia act#ally %os to a halth cl#b or a %y!.; $in% an A!rican brand& ho8 sho#ld 8 adat to crat aositiv brand;i!a% in th !inds o th cons#!rs in "ndia anddi? "n this a% o intrnt tchnolo%y and h#n%ry "ndian #blic+ctin% inor!ation on th bst ricd and !ost o


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old7s y! "ndia is th lar%stintrnational %y! chain in th 8orld

rco%nid or its assion& #ni:# hrita%&and +rinc as th =nal a#thority in=tnss and listyl. old7s y! has c#t

o#t or itsl /4 %y!s i

n "ndia 8ith anothr8 #ndr constr#ction

! "ackground


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# MA$%&T A'( )'(*ST$+:Bsti!atd "ndian Calth& -llnss itnss "nd#stry Si 2;3crors"nd#stry ; Ci%hly ra%!ntd and #nor%anid5o!tition D *any and %ro8in%.

'h y! and itnss "nd#stry in "ndia is volvin% and %ro8in% at 2Eand "ndia is indd a %ro8th story in th !akin%. Barlir it 8asrdo!inantly do!inatd by th !al o#lation. 'oday 8 s 4 E oth !!brs bin% !al. Bd#cation and accss to th intrnt haschan%d


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


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.1.2.3.4..6.,./.9

Gym Membership

y! *!brshi

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

Bd#catin% clints on th ri%ht ascts oitnss.


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/ MA$%&T ST$AT&G+


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0 MA$%&T)'G M)


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Product:2ealth 3are Ser4ices:

Arobics5yclin%$o+in% Fo%a*#scl 'rainin%Giabts bsity5ontrol

Price:Penetration Pricing::#ality +rcis and body 8ork o#tsrvics at co!titiv costGisco#ntd rats i yo# 8ish to 8orko#tbt8n 1 to !

Place:*ain Aras o Hrban 5ity&Basy to rachr arkin%

transrabl to anothrrson or old7s y! in "ndiaaccss to old7s y!8orld8id

Promotion:"ntrnt& n8sars& !a%ains&

tlvision and radio$roch#rs or cratin% a8arnss inth !arkt abo#t thir halth carsrvics thy 8ill bdistrib#td in !aIor halth cars!inars and vntsScial acka%s or st#dnts&

ho#s8ivs and sniors too.

0 MA$%&T)'G M)


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5 S6.T A'A7+S)S


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1Fundamentals o International Management - !ssignment "o# 1 $% Group 7 EPGDIB 2014-16


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8 Porter9s i4e orce Analysis

'hrats o J8 Bntrants;"ncrasin%

'h thrat o n8 ntrants isal8ays at hand i thr is aossibility o a ro=t. $#t start;##ndin% and =+d cost is hi%h ora =tnss cntr.

'hrats o S#bstit#ts ; o8 to*di#!5rossit cntrs. Fo%a 5ntrs

$ar%ainin% Po8r o S#lirs;o8*any y!s

Po8r o $#yrs D *di#! to Ci%h

5o!titiv Rivalry; Ci%h


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)mplementation Plan:5ond#ct !arkt s#rvys ? Lisit ol in th co!!#nity& do a on on onintrvi8 8ith a s!all si o ol to #ndrstand thir nds. ? 5ond#ct%ro# !tin%s ? Sak to so! ol that %o to %y!s and so! that

don7t.Analysis:-hat is it that is r:#ird to b don basd on th liks& blis andrrncs o th "ndian ol> -hat ar thy lookin% or in a %y!> Co8do 8 catr to thir nds 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

#rly on individ#al dback.Strategy:Analysis to b st#did and strat%is to b lannd accordin%ly.Sa!l Si@1 r city (At last 4 citis& 2 !tros& 2 tir "" citis) old7s y! is rsntin 39 citis (citis can b slctd basd on convninc)


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1/Fundamentals o International Management - !ssignment "o# 1 $% Group 7 EPGDIB 2014-16


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11 A ti " ti


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Gold;s Gym& Gallas& cracks th list at Jo. 1. "nd#stryso#rcs& 8hich did not hav accss to old7s y!7s =nancialdoc#!nts& sti!atd or 5l#b "nd#stry that old7s y! hadM13 !illion in 213 rvn#. old7s y! rortd that it

had 661 cl#bs at th nd o 213.

5l#b "nd#stry co#nts only cororat cl#b rvn# andrvn# drivd ro! ranchis s or ranchisors on thlist. thr !dia o#tlts had di


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