To: Greg Mathers, Manager, MyFitness Sports Club and Spa

From: Chandan Pandithanahalli Somasheklaraiah, Aleksandra Gsiorowska

Date: 01-March-2017
Subject: Advantages of Changing Marketing Strategies and Advertising Methods

As the new decade creeped in and the new century approached, a time has come to reflect
upon and predict the consumer's behaviour in the marketplace. Many things have changed
since the end of mass marketing and the beginning of market segmentation.

In the past many females were never carved for gymnasiums, but with the changing
environment many of females want fitness programmes to keep them fit.

MyFitness according to the changing consumer behaviour designed special female fitness
programmes. Contrary to popular belief, weight and resistance training is very important
for women of all ages. Instructed properly under the tutelage of MyFitness's trainers, the
risk of injury is mitigated to non-existent levels.
To address the other concern or inhibition as it may be appropriately described. Weight
training programs at MyFitness are not designed to make you look like "masculine".

Strength training programs for women ensure well-balanced, injury free lifestyles for
modern living. If we think only big corporate names need to think about things like brand
names, think again.

Our brand says a lot about us and our business, and that's as true for a local gymnastics
gym as it is for a multi-national conglomerate. In this we look at how creating a strong
brand for our business can help us set ourselves apart and lay the right foundation for the
growth of our business.

Our brand is more than just our business name or the logo on the newspaper ad. It is our
corporate identity. An effective brand tells people who you are, what you do and how you
do it, while at the same time establishing your relevance to your customers.

Our brand is how your business is perceived by customers. If our brand has a high
perceived value, you enjoy many advantages over your competition, especially when it
comes to pricing.

Why do you think people are prepared to pay exorbitant money for brand items?
Perceived value; perceived value as a result of very effective brand promotion resulting in
high recognition.

As the MyFitness logo reflects in its punch line World Class Gym and Studios. This
suggests that MyFitness promises you the best quality Gym Environment and Training.
The main reason for creating our own brand is to differentiate ourselves from your
competition.

Gymnastics programs can be located blocks apart from each other. You need to constantly
be looking for ways to set yourself apart from your competition. Our brand can do that for
us. Another good reason for creating our own brand is to make our marketing more
effective and efficient.

You don't have to spend your time with a new client explaining who you are, what you do
and how you do it. Our brand can already communicate that for us. You can spend your
time focusing on students rather than educating your customers about your business.

Your brand needs to say who you are, what you do and how you do it. It needs to do all
these things at the same time as establishing your relevance to your prospective
customers. It is absolutely essential as you build your own brand, that you have a firm
grasp of who you are.

A good place to begin thinking about your mission is to put yourself in the shoes of your
customers. If you're in the market for a gymnastics club, what things are important to
you? Different people will be looking for different benefits but you can bet that they want
their child to be safe and well cared for. Cost is also likely to be high on the list as is the
training they will receive. These things will be highly important to some and less
important to others. So focus on the benefits that are likely to be highly relevant to the
majority of your target market.

Our mission statement might read something like "Discover a new you in YOU That's a
pretty general statement and if you decide to focus on a particular niche of the gymnastics
market. When we created our brand, we kept the who, what and how firmly in mind but
also use the brand to establish our relevance to our target market and build credibility
with that market.

Increasing brand awareness is one of the major goals of the company. MyFitness also to
increase the brand awareness and their clientale launched different schemes according to
demography. As on 3rd of Feb 2016 MyFitness opened its new centres at Matiss and
Domina introducing an inaugural offer scheme Register Online and Get 20 EUR
Discount on Registration fee.

In a months time Domina branch had a sale of 5000EUR in its first month. The members
who joined in the first month were around 200. The inaugural scheme was a great
success. It was more than what the company had expected. The marketing strategies used
by the company was advertising in the leading newspapers like Latvian times and Riga
Daily.

Gradually in the month of June first 15 days the sale dropped from 5000EUR to
2000EUR the reason being the availability of the schemes. There was only one scheme
running in the month of June that was 5% discount on any scheme you take let it be a
quarterly scheme, half yearly, annual or lifetime membership. The marketing team was
questioned by the Heads of the departments.
One reason which could be thought for this downfall was less availability of schemes and
weak brand awareness.

MyFitness marketing team, as I was also a part of it designed some new schemes. We
started with Happy hours (11:00am-17:00pm) in which the charges were less. This
scheme was basically to tap the Ladies/females who were home makers. There was a
difference of 10EUR in happy hours and regular hours.

Another scheme that was introduced was 3EUR per day for an annual gym. It came out to
be 1095EUR for a year.

A monthly scheme was also introduced in which the member could avail gym facility in
just 29EUR.

To increase the brand awareness of the company the marketing strategies adopted by the
company were:

Direct marketing
Telemarketing
Couponing
Corporate marketing (corporate tie ups)
Co branding
Door to door leaflet marketing
Advertising in newspapers
Direct mails.

Communication Objective:

Strategies used in Marketing before and their disadvantages.

Improvements made in Marketing strategies.

Suggestions for marketing.