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    Vaidehi Dave 12 Basit Khan 27 Nilofar Rayani 42 Jasmine Ramaiya 40

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    jas1987
    The document summarizes information about Fitness First, a global fitness club chain. It provides details about the group members at the Mumbai branch, the founder of Fitness First, and gives an overview of the company having over 560 clubs in 19 countries. It then discusses the Mumbai branch specifically - noting its location, number of active members and instructors. The rest of the document outlines Fitness First's marketing mix including their products, prices, placement, and promotion strategies. It also provides a SWOT analysis and recommends additional marketing strategies.

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    Download as PPSX, PDF or read online from Scribd

    Vaidehi Dave 12 Basit Khan 27 Nilofar Rayani 42 Jasmine Ramaiya 40

    Uploaded by

    jas1987
    106 views18 pages
    The document summarizes information about Fitness First, a global fitness club chain. It provides details about the group members at the Mumbai branch, the founder of Fitness First, and gives an overview of the company having over 560 clubs in 19 countries. It then discusses the Mumbai branch specifically - noting its location, number of active members and instructors. The rest of the document outlines Fitness First's marketing mix including their products, prices, placement, and promotion strategies. It also provides a SWOT analysis and recommends additional marketing strategies.

    Original Description:

    A marketing stratgy of Fitness First by H.K.Institute of management studies,Jogshwari(w).

    Original Title

    Fitness 1st

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    © Attribution Non-Commercial (BY-NC)

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    The document summarizes information about Fitness First, a global fitness club chain. It provides details about the group members at the Mumbai branch, the founder of Fitness First, and gives an overview of the company having over 560 clubs in 19 countries. It then discusses the Mumbai branch specifically - noting its location, number of active members and instructors. The rest of the document outlines Fitness First's marketing mix including their products, prices, placement, and promotion strategies. It also provides a SWOT analysis and recommends additional marketing strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPSX, PDF or read online from Scribd
    Download as ppsx or pdf
    106 views18 pages

    Vaidehi Dave 12 Basit Khan 27 Nilofar Rayani 42 Jasmine Ramaiya 40

    Uploaded by

    jas1987
    The document summarizes information about Fitness First, a global fitness club chain. It provides details about the group members at the Mumbai branch, the founder of Fitness First, and gives an overview of the company having over 560 clubs in 19 countries. It then discusses the Mumbai branch specifically - noting its location, number of active members and instructors. The rest of the document outlines Fitness First's marketing mix including their products, prices, placement, and promotion strategies. It also provides a SWOT analysis and recommends additional marketing strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPSX, PDF or read online from Scribd
    Download as ppsx or pdf
    of 18

    GROUP MEMBERS:-

    Vaidehi Dave 12
    Basit Khan 27
    Nilofar Rayani 42
    Jasmine Ramaiya 40
    INTRODUCTION:-
    Started in Bourmouth,UK in 1993.
    In India : Gurgaon, Sept 2007,
    Mumbai,-March 2008.

    Founder President Mike Balfour.

    The largest gym, health and fitness


    club group in the world with Present in
    19 countries, over 560 clubs, more than
    1.5 million members and growing
    worldwide.
    Mission/Motto:-
    Real People, Real Results.
    As the fastest growing fitness
    chain club, they believe in
    continuous delivery on promise
    of guaranteed value and aims to
    help people achieve their fitness
    goals - a simple formula with a
    proven track record of success!

    Vision:-
    “Our business at Fitness First is
    no longer just about helping
    people lose weight. It’s about
    changing people’s lives.”
    MUMBAI
    There is only 1 branch in
    Mumbai.

    It is located at Mega
    Mall,Jogeshwari(W).

    2000 active members.

    Total 30 instructors are


    there.
    Marketing Mix:-
    Product:-
    3 types of Club:-1)Basic,
    2)Platinum,
    3)Black Label.
    Mumbai & all over India have Basic type of club.

    Platinum & Black Label are only for 5 star and prime locations.
    Fitness First has a range of different
    •

    products and services:


    Group exercise classes,

    Cardio theatre with more than 100


    state-of-the-art exercise machines by
    “Techno Gym”,

    Extensive free weights area,

    Studios for yoga/ aerobics,

    Cosmic cycling studio,

    Group exercises studio by Les Mills.


    Price:-
    • Admin fees- Rs. 1745 (one time fee),

    • Joining fees- Rs. 8000 (one time fee)

    • 4 months - Rs 4413 p.m.


    6 months - Rs. 4216 p.m.
    12 months - Rs. 3254 p.m.
    18 months - Rs. 3254 p.m.

    • Everything is included in the fees charged.


    PLACE:-
    Fitness First – Mega Mall is strategically located on the
    •

    second floor Mega Mall, Oshiwara, Mumbai.

    •This 18000 square feet club is housing a studio each for


    indoor cycling and aerobics/ yoga has been made to
    international standards and is tailor made to cater to the
    needs of everyone from a beginner to a fitness freak.
    Promotion:
    • Fitness First don't prefer Aggressive Marketing
    Strategy.
    • Believes more in Brand Management than Brand
    marketing.

    SOME MARKETING STRATEGIES FOLLOWED:


    1) Free 1-day trail,
    2) Get your friend to join and get 50% off on next
    month’s membership dues,
    3) Swap tiredness for energy-choose your reward,
    4) CROSS BRANDING,
    5) Word of Mouth Publicity.
    STP:-
    Segmenting:-
    Affluent Class

    Target:-
    Health conscious people of age group
    18 to 35.

    Positioning:-
    Positioned as a Fitness Club rather
    than a gym.
    SWOT Analysis:-

    STRENGTH:-

    Follow International Standards,


    Believe in Value Delivery.
    Customer Retaining Power.
    WEAKNESS :
    •Only 1 branch In Mumbai.

    •Targeting only Affluent Class.

    •Rate are set as per the class &


    middle class people are not
    considered.
    Opportunity:-
    Branches can be opened in prominent
    •

    areas.

    Opportunity of attracting middle


    •

    class groups.
    Threats:-
    • Local GYM’s like Talwalkers are offering
    similar quality of services at a cheaper
    rate.

    • International gym’s like GOLD’s GYM also


    have more branches and rates are also
    low.
    OUR MARKETING STRATEGIES:-
    LOSE MORE ,GAIN MORE:-
    Lose 5 kgs & get 1000Rs Gift Vouchers
    of Reebok free.
    FD Scheme:
    Pay Rs45000/yr and get whole money back after 1
    year.

    Open new branches in prime locations like Colaba,


    Malabar Hills, Bandra etc.

    Global Membership Passport:

    Get discount on Spouse membership.

    Reduction in price as per customer requirement.


    Tie up with various institutions & promoting
    fitness to youth.

    Tie up with Femina and organising a hunt for the


    fittest model.

    Sponsoring at different bodybuilding competition.

    Sponsoring at beauty pagents eg. Gladrags.

    A yearly making of the calender for the goal


    achievers.

    Product inovation can be done by introducing new


    dance workout form of exercise.
    Special Thanks
    to:-
    Mr. Sebastian Noronha,

    (Front of House
    Manager)

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