Summer Internship project report


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This is a project SIP report done at MITCON-IESS India.
title of the project is deciding marketing strategy of fitness training course & a brief study on Fitness industry in pune.

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Summer Internship project report

  1. 1. Page 1 Introduction India has a strong tradition of exercise. In the old years the place of exercise was named as “Talim.” People were used to go for exercise having a one or few coach who have learned the exercise form the elders and through experience. The attitude of the individual’s towards the fitness changed over the time. Many fitness aspirants have found the deficits in the traditional approach. Some deficits are:  Saturated Approach  Lack of knowledge about body’s internal parts like Kinetics, Biomechanics, CPR.  Condition of the exercise place  Limited knowledge of the coach Individuals do not have perception of exercise only but, with this they would like to make career in the fitness and want to play a role of entrepreneur. People are awakened about the different exercises and their benefits. The urban individuals working in pressurized environment like management, IT people, doctors and others are looking for well equipped fitness center. Characteristics of fitness center:  Having latest equipments  Enough space for exercise  Different rooms for various exercise  Excellent trainer This gives rise to the need of having trained & knowledgeable fitness trainer. “MITCON & IESS -India” has introduced an efficient fitness trainer course for the aspirants. The study at the company provides data about various competitors, market dynamics and market potential.
  2. 2. Page 2 Today’s urban lifestyle has changed dramatically since the last few years and has become extremely hectic. Society’s attitude towards health and fitness has also changed and there is a lot of awareness about our health and recognize the importance of physical fitness than ever before. This has resulted in very high growth in the health and fitness industry. In the recent years a lot of Health Clubs, Gymnasiums, Fitness Centers, Slimming Centers, Yoga Classes, etc. that have come up in the city along with some major International brands. Due to this the fitness industry has now become an upcoming career option for adequately trained fitness instructors. There is a vast potential for individuals who aspire to make career as fitness trainer, personal trainer, group instructor, floor manager or those who wish to start their own enterprise. However a thorough study to know the technical and practical aspects of physical fitness, various disciplines, dietary information, and its effects is very much required.
  3. 3. Page 3 Company Profile Brief Profile MITCON Consultancy MITCON Consultancy & Engineering Services Ltd. identified as a leading technical and industrial consultancy organization is promoted by National Financial Institutions, Banks and State Corporations. It has pioneered the systematic entrepreneurship development movement in the State of Maharashtra and Goa since 1982. MITCON is IS/ISO 900:2008 Certified Company. MITCON is developing large number of entrepreneurs through training, counselling & information dissemination. We have 100 Enterprise Trainer – Facilitators working in all districts of Maharashtra. MITCON has accelerated the process of self-employment and entrepreneurship development through identification of new business opportunities & conducting relevant training programs. All the training programs are focussed towards developing attitude, skill & imparting knowledge. This approach towards training has enabled MITCON to create a large number of successful entrepreneurs. Website: The company is running various training programs to serve the primary purpose of accelerating the process of self employment and entrepreneurship development. Some important training programs are  Entrepreneurship Development Programmes (EDPs)  General Entrepreneurship Development Programmes  Science & Technology based Entrepreneurship Development Programmes.  Food Processing Industry based Entrepreneurship Development Programmes.  Bio-Technology based Entrepreneurship Development Programmes.
  4. 4. Page 4  Grape wine Processing based Entrepreneurship Development Programmes.  Special EDPs for Women  Special EDPs for VRS Optees  Special EDPs for Ex-Servicemen  Vocational Training Programmes (VTPs)  Jewellery Designing, Making & Gemmology Training Programme  Digital Photography Training Programme  Inverter Repairing & Maintenance Training Programme  Photocopier Machine Repairing & Maintenance Training Programme  Aquarium Making Training Programme  Travel & Tourism Training Programme  Bio-Technology Development Programme  Share Market  Plantation and Processing of Medicinal and Aromatic Plants  Mobile Repairing Training Programme  Management Development Programmes (MDPs) Mission: To inculcate managerial competencies in potential and existing entrepreneurs.  Industrial / General Management Programme  Marketing Management Programme  Financial Management Programme  Human Resource Management Programme  Retail Business Management Programme  Management of Quality in SMEs  Export Import Management Programme  Taxation Programme  Packaging Programme
  5. 5. Page 5  Special Projects  Science & Technology Entrepreneurship Development in Satara, Sindhudurg, Kolhapur & Nanded Districts sponsored by Department of Science & Technology, Govt. of India, New Delhi.  Counseling, Retraining and Redeployment scheme for VRS optees of Central Public Sector Undertakings, sponsored by Ministry by heavy Industries & Public Enterprises.  Others  Prime Minister's Employment Generation Program (PMEGP),  Sponsored by Khadi & Village Industries Commission (KVIC) & District Industries Centre (DIC) IESS-India IESS India is a Pune based company formed in 2007 by Mr. Rupesh Ankolekar. IESS stands for “Institute of Exercise & Sports Science”, it was formed with an aim to provide certified fitness training course and to take over the management of health clubs. IESS has been providing certified trainers to various health clubs in pune such as symbiosis, world gym. It is also managing Orion gym since 2009. It entered into a joint venture with MITCON in 2010 to provide certified training course. Iess aims not only to provide certified fitness training program but it also helps the entrepreneur who are interested in opening up of health clubs or wish to enter in fitness industry. What Does IESS DO?  Placement Tie-up with 250+ Gyms in Pune  Lifetime Validity for Certificate  Certified & Experienced Faculties (Physiotherapist/ Dietitian, Yoga Expert/ CPR Expert/Soft Skills Trainers)
  6. 6. Page 6  Case Study based Training  MITCON certificate is valid across India, Loan proposals are given preferences if MITCON certification is present  Yogasanas, Pranayam, Meditation  Introduction to new exercise forms e.g Taebo, Taichi, Zumba, Bosu Ball etc  Theory + Practical Manual + Exercise CD’s  Communication & Interview Handling Skills Lectures
  7. 7. Page 7 Product Profile: Name: Certificate Course for Fitness Trainers Tag Line: we TRAIN the trainers…! The fitness course of the company was constituted of the following important terms: Fitness Instructor - A fitness instructor's task is to motivate, instruct and lead individuals in routine or specialized exercise programs. At a gym or fitness center, one may work at various hours throughout the day based on the timing of classes and client availability. Generally, one chooses which type of fitness program he/she want to specialize in, such as step aerobics, yoga, Pilates or spinning. One should have knowledge of the class or program teachings, including basic fundamentals of movements, repetitions and the benefits of each exercise. To be a fitness instructor, one should have training and education in order to be credible. A Personal Trainer is another term used in this context. A personal trainer is a fitness professional involved in exercise prescription and instruction. They motivate clients by setting goals and providing feedback and accountability to clients. Trainers also measure their client's strengths and weaknesses with fitness assessments. These fitness assessments may also be performed before and after an exercise program to measure their client's improvements in physical fitness. Biomechanics (from Ancient Greek: βίος "life" and μηχανική "mechanics") is the application of mechanical principles to biological systems, such as humans, animals, plants, organs, and cells. Perhaps one of the best definitions was provided by Herbert Hatze in 1974: "Biomechanics is the study of the structure and function of biological systems by means of the methods of mechanics". Cardiopulmonary resuscitation (CPR)
  8. 8. Page 8 Using rescue breathing and chest compressions to help a person whose breathing and heartbeat have stopped. Cardiopulmonary resuscitation (CPR) the manual application of chest compressions and ventilations to patients in cardiac arrest, done in an effort to maintain viability until advanced help arrives. This procedure is an essential component of basic life support (BLS), basic cardiac life support (BCLS), and advanced cardiac life support (ACLS). Kinesiology, also known as human kinetics is the scientific study of human movement. Kinesiology addresses physiological, mechanical, and psychological mechanisms. Applications of kinesiology to human health include: biomechanics and orthopedics, rehabilitation, such as physical and occupational therapy, as well as sport and exercise. Individuals who have earned degrees in kinesiology can work in research, the fitness industry, clinical settings, and in industrial environments. Tae Bo is a type of exercise that is a blend between aerobics and martial arts, combining the kinetic pace of the former with the movement and grace of the latter. Much of Tae Bo concerns rhythmic kicking and punching, so speed, power, coordination, endurance, flexibility and awareness are all important attributes of Tae Bo training. For that reason it has also been called cardio kickboxing by its founder Billy Banks. Power Yoga is characterized by the practice of a series of Yoga Poses without stopping and accompanied by Vinyasa or riding the breath in order to flow from one pose to another. Course Highlights:  3-in-1 course, i.e. course for Gym Instructors, Personal Trainers and Gym Owners.  Internationally Certified and Experienced Faculty for Fitness, Special Population, Diet & Nutrition, Yoga etc.  Introduction to Power Yoga, Yoga Dance, Tae Bo, Tai Chi, Bosu Ball, Spinning, Aqua Aerobics, Pilates, Cardio Kickboxing, Aqua Fitness, Bootcamp etc.  Cardio Pulmonary Resuscitation (CPR) Training  Yogasanas, Pranayam & Meditation  Communication & Interview Handling Skills
  9. 9. Page 9  Entrepreneurial Inputs : Project Plan Preparation, Legal & other Requirement for Business, Funding & Loan Options  Course Material: Theory and Practical Manuals, Exercise CD, Diet Plans etc.  Theory + Practical + Case Study  Life Long Validity of certificate unlike other competitors.  Assistance in setting up of gym or getting equipment  Life time assistance Other information: Medium: Marathi/ English/ Hindi Batches: Regular (7 pm to 9 pm) & Sunday (10 am to 5pm) Batches Batch Strength: Batch of 25 students on first come first basis
  10. 10. Page 10 1.2. Objectives Objectives of the Study: 1.2.1 Deciding marketing strategies to promote training courses  How to promote the course: MITCON is doing well in the area of fitness training courses especially since it did a joint venture with IESS, but problem with the course was that it was not that popular in the fitness industry as other competitors were. So the need to develop a communication process for the course was felt and that’s how it became my core objective.  Segment the market: After deciding on the marketing strategies segmenting the market and reaching out the target audience was a tough task as we wanted the campaign to be potential consumer focused. So this was the next objective to segment the market and develop the strategies accordingly.  Medium of communication: In these hi-tech world where you many ways of communicating with your customer this was the next step to decide the best and suitable medium from both online & offline  Reachability: once deciding upon the communication & segmentation next objective was to ensure that it reaches to the maximum possible target customer or people in the short span of two months. 1.2.2 To identifies the problem areas:  Problem with individual aspirants - The fitness industry in India is a fragmented with many diverse players as health club, hardcore gym and trainers. Although some of the competitors are running the trainer certification course, there are several individuals who are not able to join the course due to several factors like course fees, curriculum, batch timing, course material, language, placements.
  11. 11. Page 11  Problem with health club/gyms - The various health clubs, gyms are not having well educated and professional trainer. To find out what kind of qualities like communication skill, knowledge, certification, punctuality, experience, fitness level…are expected in an individual trainer at the time of placement.  Importance of Certification: In the present era of fitness industry the certified trainer hold more chances to get placed than non-certified trainer. Many hard core gyms which are well equipped do not aware about any kind of course. Making this type of owners aware about the course was one of the problems related with the study. 1.2.3 To develop the existing certification academic plan:  Several factors are included in selection choice of the individual. These factors are carefully observed by the individual and according to preferred choice he/she selects the course. Renewing the existing academic plan by concentrating on factors like batch timing, language and course fee can make course more effective. 1.2.4 To understand the competitive environment:  In India, the need of the certified trainer raised during the year 1992…although it was get stagnant after some years. In today’s era several institutions came up with various advanced course. Understanding of competitive environment to gain the advantage was one of the important objectives of the study. 1.2.5 To identify market potential:  To get to know about the potential customers available in the market.  How many health clubs and gyms are ready for tie-up with the company?  How many individual candidates are willing to join the course? Since, the fitness industry in India is fragmented it was primary necessity to identify the market potential.
  12. 12. Page 12 1.3. Limitations Limitations of the study: At a glimpse:  There were many members in the gym and there was no sure shot way to reach exactly to the target customer  Time period was short so it was not able to reach all the gym  Health club industry is not organized apart from few big chains  Neither members nor gym owners are aware regarding the need of having trained trainers.  It was an off season or the gyms. 1.3.1 Complex in Nature: The research that has been carried out involved opinions of the Owners, Managers, and senior trainers available at fitness institutions. Human beings have tendency to behave artificially, when they know that they are being observed. Validity of the data collected, conclusions and observations might undergo a change and hence the study was complex in nature. 1.3.2 Not an exact science: Results obtained through the study are not accurate compared to physical sciences. The study was carried out in the open market Many external variables acting upon the research settings. for example: Readership of different news paper when company want to know about the awareness of the course. 1.3.3 Limitation of time: The research was carried out through which primary data has been collected. The time by which the decision would be implemented, there may be change
  13. 13. Page 13 in the market situation or new competitors might enter into the market and choice and preferences of aspirants might change. The time gap significantly affects the implementation of results. 1.3.4 Client Response: Owners of few health club and gyms were not co- operative. Lack of responsive attitude and low interest during communication was a big limitation while collecting the data. 1.3.5 Wide Geographic Area: The geographical area of field work was widely distributed. Several health clubs are located at much large distance from each other. Covering the wide area in period of the study was one of the limitations of the study. 1.3.6 Not organized: Health club industry is not organized in pune city as other industry or business. Apart from big names like Talwarkars, Gold Gym other health clubs especially small players are not organized or they don’t have any association which is very important for any industry to be in structure & to grow. 1.3.7 Awareness: Awareness among the gym owners & members regarding the importance of having certified trainers. Also they are not aware about having skilled trainers along with trained one who are also good in communication. 1.3.8 Off Season: Pune being an education city and a city of professionals summer was an off season for the gyms as most of the students members and working professionals were out of the city either to their home town or for vacation, so planned events had to be postponed in many gyms due to the unavailability of the good number of members.
  15. 15. Page 15 RESEARCH METHODOLOGY:  Primary Data Collected - the data of around 250 health clubs  Approached around 70 trainers and 300 target customers by conducting events in 50 gym  Went on to all the gyms in person and made a data base  Initially took the information from just dial website Research methods and the logic behind the methods used in the context of the research study constituted the research methodology of the work. The logic behind using particular method so that research results are capable of being evaluated has to be explained to the management of the company. “What data have been collected?”, “Which particular method has been adopted?”, “Why particular technique of analyzing data has been used?” are the questions asked by the management of the company. Details of a method and technique used in the study: Type Method Technique Field Research Personal Interview Detailed schedule with open and closed ended questions. 1. Method of Data Collection: To accomplish the objectives of the study, collection of primary data was essential. The company wanted to collect the opinions of the owner, manager and trainer of different fitness club in accordance to get their view about the course and other necessities.
  16. 16. Page 16  Primary data: The data collected during the study constituted afresh opinion of owners, managers and trainers of the different health club.  Collection of data through questionnaire: A questionnaire tool has been used to collect the data. The most used type of the data collection and easy to understand by the respondent were the primary reasons to adopt the tool as questionnaire.  Type of questionnaire: The structured and Non-disguised questions were structured so as to obtain the facts. The questions were asked strictly in accordance with the pre-arranged order. A questionnaire consists of a seven questions printed in a definite order on a form. The questionnaire was presented to respondents who are expected to read and understand the questions and write down the reply in the space meant for the purpose in the questionnaire itself. The basic methodology followed was the questionnaire method. To serve the purpose, the questionnaire was designed with the seven questions so as to gain the maximum relevant information from the respondent taking minimum of their time.  Important Aspects of Questionnaire: Questionnaire was the heart of the study. If it could not be well structured then the study was bound to fail. This aspect requires studying the main aspects of questionnaire. 1. General Form: Structured and non-disguised questionnaire were presented with exactly same wording and in the same order to all respondents. Responses of the informants were limited to the stated alternatives.
  17. 17. Page 17 The questionnaire was pre-tested. On the basis of results obtained in pre-test operations from the use of unstructured questionnaires, the questionnaire for the final use was constructed. 2. Question Sequence: To make the questionnaire effective and to ensure to the quality to the replies received, the attention was paid to the question-sequence in preparing the questionnaire. A proper sequence of questions reduces considerably the chances of individual questions being misunderstood. The question sequence must be; - Clear - Smoothly moving - Relation of one question with another. Research study was primarily focused on characteristic required in the trainer. The first few questions were focusing on the primary objective since, they are likely to influence attitude of the respondent and seeking his desired cooperation. E.g. the first question was focused on important factors in the trainer and second was focused on importance of certification. 1. Which are the most important factors would you like to see in a trainer? Rank Top 3. People skills Certification Knowledge Punctuality Personality/ Fitness Level Experience Other ( ) please specify
  18. 18. Page 18 2. How important is Certification at your gym? Mandatory Very Important Not Necessary The respondent can relate these important aspects very effectively as they are in sequence. The questionnaire was formed as of structured type and since, it cannot be rearranged like unstructured the best way was to conduct the “Pilot Survey” which was likely to produce good report with more respondents. 3. Question formulation and Wording: Each question was made very clear so as to avoid any kind of misunderstanding that could lead to irreparable harm to survey. Questions also were impartial in nature in order not to give a biased picture of the true state of affairs. The questions were constructed with a view that they would form a logical part of the tabulation part. Reliable and meaningful returns depend on “Wording” of questions to a large extent. Simple words which are familiar to all respondents were used to in the questionnaire.  Sample Design: The reliable list of the desired target population was difficult to achieve in course of the study therefore Non-probabilistic type of sampling procedure were used. Snowball Sampling: One respondent being used to generate names of others is called snowballing. The first health club owner was asked about the other health clubs available in the respective territory and same procedure was followed in case of second respondent.  Population: All the Owners, Managers or Trainers of health clubs in Pune City.  Sample Size: From 250 health clubs first 135 health clubs were selected randomly.
  19. 19. Page 19 Field Procedures A. Design of Field Work: Field work was the important component in primary data collection. The field work was done physically by interviewing people at health clubs. B. Selection of Areas: A sample size of health clubs located in different areas was selected. After covering all the health clubs from selected areas, the next area was targeted.
  20. 20. Page 20 C. Organizing Field Work: Once the areas were finalized, organizing them was the next task. After selecting the particular area which side of the area has to be covered on which day was important part as save the time factor. D. Selection of Respondents: The supervision was provided by the external guide on selection of respondents. The first important person was owner of the health club as he would play the important role while recruiting the trainer. If the owner of the health club was not available then alternative of manager’s opinion was provided. The other alternative was to get the opinion of the Senior Trainer of the health club. E. Control Procedures On the Field: To ensure that a field work was on the right track, external guide was randomly selecting the addresses and talked to the respondents to ensure that they were interviewed accurately. It also ensures that there is no cheating by the interviewers. The call back served the dual purpose, minimizing cheating and also verifying accuracy of the answers by re-asking some of the important details. F. Briefing: The through briefing was given by the external guide. The mock interviews were conducted to ensure that there is a clear understanding of the questions, sequence of general procedure. The doubts regarding the interviewee person and area were cleared in the discussion. A target for the internship period in terms of filled-in questionnaire was also set. It was after the briefing session the field work for collecting the data was started.
  21. 21. Page 21 G. Debriefing: The debriefing was done after completing the pilot Survey of first ten health clubs. Issues like response to the “Tie-Up” strategy; opinion about “ACE” Certification was discussed with the external guide. The Debriefing session was also carried out at the end of survey in a city. The purpose was to summarize the main findings, and discuss any special comments given by respondents in a city. Since, field work is the backbone of primary data collection it was carefully planned and supervised to ensure that errors are minimized, and accuracy levels maintained.
  22. 22. Page 22 CHAPTER 3 Theoretical Background
  23. 23. Page 23 1. Meaning of Strategy: Strategy is important because the resources available to achieve these goals are usually limited. Strategy is also about attaining and maintaining a position of advantage over adversaries through the successive exploitation of known or emergent possibilities rather than committing to any specific fixed plan designed at the outset. Definition: "Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations". - Johnson and Scholes Marketing Strategy Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.
  24. 24. Page 24 Marketing strategy needs to take a long term view, and tools such as customer lifetime value models can be very powerful in helping to simulate the effects of strategy on acquisition, revenue per customer and churn rate. According to David Acker marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long- term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contributes to the goals of the company and its marketing objectives. 2. General Objectives: An organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan. In today’s era we’ve got a whole slew of TV channels, millions of web sites and hundreds of thousands of “Apps” along with an alphabet soup of DMP’s, API’s and SDK’s. Marketing was never easy, but technology has made it a whole lot tougher.
  25. 25. Page 25 3. Market Strategy Process A marketing Strategy has to well defined and well structured as it is set for a long term and company works based on the marketing strategy. While working on the marketing strategy I kept four principles in mind: Clarify Business Objectives: There’s so much going on in the marketing arena today, everybody is struggling to keep up. At the same time, every marketing professional feels pressure to be “progressive” and actively integrate emerging media into their marketing program. However, the mark of a good marketing strategy is not how many gadgets and neologisms are crammed into it, but how effectively it achieves worthy goals. Therefore, how you define your intent will have a profound impact on whether you succeed or fail. Unfortunately, there is a tendency for marketers to try to create a “one size fits all” approach for a portfolio of brands or, alternatively, to want to create complicated models to formulate marketing objectives. However, most businesses can be adequately captured by evaluating just three metrics: awareness, sales and advocacy (i.e. customer referral). Some brands are not widely known, others are having trouble converting awareness to sales and still others need to encourage consumer advocacy. While every business needs all three, it is
  26. 26. Page 26 important to focus on one primary objective or your strategy will degrade into a muddled hodgepodge. Use Innovation Teams to Identify, Evaluate and Activate Emerging Opportunities: I ensured to actively monitor the marketplace, identify business opportunities, collaborate with product people and run promotional campaigns. It is unreasonable to expect them to keep up with the vast array of emerging technology and tactics, especially since most of it won’t pan out anyway. I was sure that once an emerging opportunity has performed successfully in a pilot program, it can then be scaled up and become integrated into the normal strategic process as a viable tactic to achieve an awareness, sales or advocacy objective. Decouple Strategy and Innovation: Unfortunately, in many organizations, strategy and innovation are often grouped together because they are both perceived as things that “smart people” do. Consequently, when firms approach innovation, they tend to put their best people on it, those who have shown a knack for getting results. Rather than focusing on innovation I focused on strategy. Build Open Assets in the Marketplace: The primary focus of marketing promotion used to be to create compelling advertising campaigns that would get the consumer’s attention and drive awareness. Once potential customers were aware of the product, direct sales and retail promotions could then close the deal. Today, effective promotional campaigns are less likely to lead to a sale and more likely to result in an Internet search, where consumers’ behavior can be tracked and then retargeted by competitors. Simply building awareness and walking away is more likely to enrich your competition than yourself. In the digital age, brands are no longer mere corporate assets to be leveraged, but communities of belief and purpose.
  27. 27. Page 27 The Diagrammatic Representation of the process at MITCON & IESS Important aspects must taken into consideration, 1. Difficulty level: In addition to language used to write the questions, the difficulty level of the words used should be a prime concern. Even simple words are sometimes not understood. As a rule, it is good to avoid the difficult words unless the respondent is a postgraduate or an experienced executive. 2. Fatigue: It is one of the research’s responsibilities to stick to necessary questions, and avoid unnecessary ones. The golden rule is to keep it as short as possible. 3. Ease of Recording: While designing the questionnaire it was ensured that it is to carry it and note down the opinions while standing in awkward procedures. Refine the research objective Design the Research Methodology Plan and Primary Research Report writing and Presentation Marketing Action Tabulation and AnalysisInformation Need
  28. 28. Page 28 3.1 Data collection Techniques Various techniques of data analysis are available. Broadly analysis can be classified into three types; 1. Univariate, involving a single variable at a time, 2. Bivariate, involving two variables at a time, and 3. Multivariate, involving three or more variables simultaneously. The choice of which of above types of data analysis to use depends upon at least three factors, i.e. 1) scale of data 2) the research design 3) assumptions about the test statistic being used. The variables measured are normally scaled, many of the advanced multivariate analysis techniques such as factor analysis, discriminant analysis etc… cannot be used. Even common statistic such as the average (mean) or standard deviation has no meaning for normally scaled data. The data was collected from the field work by using questionnaire as a tool of collection and it was analyzed by the use of simple tabulation.
  29. 29. Page 29 CHAPTER 4 Data Processing and Analysis
  30. 30. Page 30 4.1 Data Processing Processing data was important part of the study. After collection of data the next task was to analyse and interpret the data. Analysis of the data involves organizing the data in previously decided manner while interpretation of data was carried out to help the management to arrive at conclusion. 4.1.1 Steps in processing of data: 1) Preparing raw data: The primary data was collected by field investigation. The interest of respondent found to be low during the visit to some of the fitness club. Due to which collecting the whole data was the difficult part. As the information collected must be legible, complete and accurate, wasteful part of the data was identified and removed. After this the data has organized to make analysis more effective. The steps involved in organizing the data are 2) Editing: The primary purpose of editing was to eliminate errors and confusion. Editing was involved inspection and correction of each questionnaire. The study was involved field editing. The objective of the field editing was to make sure about the proper procedure is followed in selecting the respondent, interview them and to record their responses. The problems faced in field editing are: I have faced incomplete interview at two clients. The blank in both the questions is because of “Refusal to answer.” The reason behind refusal was because of the sensitive nature of the client.
  31. 31. Page 31 3) Coding: Coding resulted in transforming edited questionnaires into a form that was ready for analysis. Coding was done by assigning the numbers to answers so that the responses can be grouped into limited number of class. Examples: 1, 2, 3, 4, 5, 6, and 7 numbers were assigned to the Communication skill, Certification, Knowledge, Punctuality, Personality, Experience and others in question no 1and same coding is used for other questions. 4) Tabulation: Tabulation was done to count the number of cases that fall into various categories. Simple tabulation was involved in the processing. Simple Tabulation: In the field work process, the questions used were pre-determined and consist of counting the number of responses falling into a particular category and calculate the number of percentage. Simple tabulation for important factors required to select the trainer: 1- Communication skill 2 - Certification 3-Knowledge 4-Punctuality 5- Personality 6- Experience and 7-Other Factor Rank TOTAL COUNT IN % 1 38 13.16% 2 40.5 14.03% 3 83.25 28.83% 4 35.75 12.38% 5 58.5 20.26% 6 30 10.39% 7 2.75 0.95%
  32. 32. Page 32 4.2 My role My role in this two month was to work upon the marketing strategies to promote the training course and also to find out the potential & future of fitness industry. Now to decide the marketing strategy I kept two medium in mind offline & online as online is one of the important aspect for marketing your product or service in today’s time. Any marketing plan should focus on creating a long term brand image of your company and product so I focused on ensuring that this marketing campaign should make a long term impact and engagement with target audience. Steps Taken:  Creating A page on Face book  Planned to conduct event in health clubs  Collecting the data of the health clubs  Tie-up with the health club  Association With the Associations  Writing Blog  Videos on you tube  Designing Posture for the courses Now to ensure the continues engagement with the target audience they were asked to like the FB page and get themselves register and also to keep a track as to find out which gym is breaking their record & which gym is behind them. Also on FB page additional service such as free e-book, continues update related to health and post related to health tips were provided.
  33. 33. Page 33 Also a mega event for all the top three winners from all the gyms is planned ahead where all the who’s who from the industry will be present and will give a good free publicity to the institute in the press. Task Performed:  New Tie-up with the gym for placements  Collaboration with the Sports association for continues engagement  Handled the admission queries  Prepared an eBook on health & fitness  Worked on the course manual Also it was to be ensured that Iess has a presence on web but there was no income or revenue expected so this thing as to done at a less or no price so in order to that a Google web page was created and blog was started.
  34. 34. Page 34 Advertising: To maintain collaboration with the industry people we decided to take their contribution, now in order to do that we decided to take advertisement for the course manual which was redesigned by our team first time since the first time it was done. Following points were taken care while working on the course manual & advertising:  Worked on the course manual  Collected the data of Nutrition manufacture and dealers  Collected the data of sports manufacture & Sports shop for advertising on manual  Handled advertising for course manual
  35. 35. Page 35 4.3 Analysis of Data 4.3.1 What is Analysis? Analysis of the data is the process by which data is converted into useful information. Raw data as collected from questionnaires cannot be used unless it is processed in some to make it amenable to drawing conclusions. Questionnaire: While analysing the data collected from the owners, managers and trainers, seven basic important questions identified, 1. Which are the most important factors would you like to see in a trainer? RANK Top 3. 2. How important is Knowledge and Certification at your gym? 3. Which of the following Fitness Certification Institutes do you know about? 4. If you know MITCON Fitness Course then, how do you get know about the course? 5. Which are your prime factors for the course selection? Mention Top 3. 6. Which is the preferred Language for training? 7. Is the use of E-learning (Theory only) feasible for you?
  36. 36. Page 36 The questions are analysed sequentially and all the calculation part is presented below: 1) Which are the most important factors would you like to see in a trainer? Rank Top3. Analyzed data Graphical Representation  In response to the first question, 83.25 of the total count stated that the “Knowledge” is the most important factor in decision making while selecting the trainer.  From the total count 58.5 stated that the “Personality/fitness level” of an individual is the one of the important factor while selecting the trainer.  “Communication Skills” of an individual is the third important factor while selecting the trainer. 1 2 3 4 5 6 7 TOTAL COUNT 38 41 83 36 59 30 2. IN % 13 14 28 12 20 10 0. 0 10 20 30 40 50 60 70 80 90 AxisTitle Important Factors - Trainers Factor Rank TOTAL COUNT IN % 1.Communication Skill 38 13.16% 2.Certification 40.5 14.03% 3.Knowledge 83.25 28.83% 4.Punctuality 35.75 12.38% 5.Personality/Fitness Level 58.5 20.26% 6.Experience 30 10.39% 7.Other 2.75 0.95% Total 288.75 100.00%
  37. 37. Page 37  Thus, it is clear that in case of selecting the trainer Knowledge is the most important factor while selecting the trainer where as Personality/fitness level and Communication Skill are the preceding that holds the importance while selecting the trainer. 2) How important is Certification at your gym? Analyzed Data Graphical Representation  In response to the second question, regarding the how much importance certified trainer holds, 55 out of the 135 owner interviewed stated certification is mandatory at their fitness club.  From the total count, 68 out of the 135 owner interviewed stated as important aspect of their business while,  Rest 13 gyms do not give any Importance to certification trainer, they would like train the trainer according to their techniques. Mand atory Very Impor tant Not Neces sary TOTAL COUNT 55 68 13 IN % 40.44% 50.00% 9.56% 0 10 20 30 40 50 60 70 80 AxisTitle Imporatnce of Certification Factor TOTAL COUNT IN % Mandatory 55 40.44% Very Important 68 50.00% Not Necessary 13 9.56%
  38. 38. Page 38 3) Which of the following Fitness Certification Institutes do you know about? Analyzed Data Graphical Representation  In response to the third question, regarding competition analysis 32% owner interviewed stated that they know about certification course run by K11.  From the total count, 103 out of the 135 owner interviewed stated they are aware about the certification course run by Talwalkar’s.  Some of them have the trainers who are certified from K11 & Talwalkar’s.  Gold Gym University and other like ABS, Symbiosis and ISSA are holding quite good proportion together and among them ABS followed by Symbiosis are quite preferable institute among the owners as well as managers and trainers.  The brand course offered by the company is quite new to the market and hence very less proportion of the total sample is aware about it. 30% 20% 32% 10% 8% 30% 20% 33% 10% 7% Fitness Institution Talwalkar GGU K11 MITCON Other Fitness Institution TOTAL COUNT In % Talwalkar 103 15.26% GGU 67 9.93% K11 110 16.30% MITCON 35 5.19% Other 25 3.70%
  39. 39. Page 39 4) If you know MITCON Fitness Course then, how do you get know about the course? Analyzed Data Graphical Representation  The fourth important question was if they had seen any commercial for the Course offered by the company. In response to this question, it was like surprise that only 35 out of 135 respondents are aware about the course at MITCON.  Looking at different advertising media, print media plays a vital role to promote the course followed by word of mouth covers a good proportion while analysing the data.  From the total count only 24 respondents had actually seen the commercial for the course. The remaining 100 respondents had never seen the commercial for the course. 13 1 11 0 10 9.63% 0.74% 8.15% 0.00% 7.41% Source of Information Total Count In % Sources Total Count In % Newspaper 13 9.63% Internet 1 0.74% Friends 11 8.15% Magazines 0 0.00% Other 10 7.41% Total 35 25.93% Grand Total Count 135 100%
  40. 40. Page 40 5) Which are your prime factors for the course selection? Mention Top 3. Analyzed Data Graphical Representation  In response to the fifth question, regarding the prime factors for course selection 62 out of the total respondent stated that the Curriculum is the most important factor that taken into consideration to opt for the course.  Followed by, 60 respondents stated that the Batch Timing is a factor that can affect on the decision regarding course selection.  Course Fee is a factor that involved by every individual while making decision. From the all factors it holds third position in the list of prime factor.  Language, Course Material and Placements are the factors that also taken into consideration while making the decision.  From the factors “Other” holds negligence importance. 1 2 3 4 5 6 7 1 2 3 4 5 6 7 62 60 49 38.25 54.5 35.5 0.75 20.67%20.00%16.33%12.75%18.17%11.83% 0.25% Prime Factor Factor Rank TOTAL COUNT IN % Factor Rank TOTAL COUNT IN % 1.Curriculum 62 20.67% 2.Batch timing 60 20.00% 3.Course Fees 49 16.33% 4.Course Material 38.25 12.75% 5.Language 54.5 18.17% 6.Placements 35.5 11.83% 7.Other 0.75 0.25%
  41. 41. Page 41 6) Which is the preferred Language for training? Analyzed Data Graphical Representation  From the total respondent 91 respondents would like to attend the course in Marathi Language.  Followed by 63 respondents are in the favor of English while, 41 are in the favor of Hindi.  The company is already conducting the course in all above mentioned three languages.  Having more data about the language preference company can make better decision about the batches having different language. Englis h Marat hi Hindi TOTAL COUNT 63 91 41 IN % 32.31% 46.67% 21.03% 0 20 40 60 80 100 AxisTitle Preffered Language Languages Total Count IN % English 63 32.31% Marathi 91 46.67% Hindi 41 21.03%
  42. 42. Page 42 Other Important Questions for Analysis Along with important questions that are directly related to the objectives, analysis of some other information provides deep insights about the fitness industry in the Pune. The information is bought out from designed questionnaire; the major aspects of information are; 1. About Tie-Up: The Company “MITCON” is only the company that has come up with Tie-Up feature. Strategy: The strategy behind the Tie-Up feature is that if any fitness club having a requirement for a personal trainer or Gym instructor then it must look for the available trainer near around. The search process may have a long duration and money get invested in terms of giving advertise or making phone calls. After a long process the owner might find many deficiencies in the trainer as he/she might not hold any kind of certification from any recognized Institute. In such case, Tie-Up option helps in a way that the owner just has to make a call to the company for the required number of trainers. Company will immediately sends the ACE certified trainer to the correspondence address. This helps the owner in terms of save in time and money; with this the ACE certified trainer will be available for the fitness club. Q. WOULD YOU BE INTERESTED IN PLACEMENT TIE-UP (FREE SERVICE FROM MITCON) WITH US? Analyzed Data Graphica l Represe ntation Opinion TOTAL COUNT IN % Yes 134 99.26% No 1 0.74% 99% 1% Tie - Up Yes No
  43. 43. Page 43 The introduced feature from the company was welcomed from almost all the owners. 134 out of 135 respondents were ready with the Tie-Up feature. This over-whelmed response leads the company over it competitors.
  44. 44. Page 44 CHAPTER 5 Management Lessons
  45. 45. Page 45 Every moment of the study was helped to gain the knowledge that will help to move ahead on the path of growth. As a part of the study, the following management lessons have been drawn. 1. Time Management: The first, foremost and important lesson that has learned is Time management. In initial days, the situation was faced which had signifies the lack of attention paid to the time management. E.g. the client visit target was set up to 6 clients for each day. The client can be attended between 5p.m – 8.30 p.m. Few time it was not possible to attend the first client on time due to improper time management. 2. Attention towards resources: The field work was carried out by using the vehicle. End of petrol, problem with vehicle are such criteria where attention has to be provided by any researcher. 3. Attention towards questionnaire: The respondent always likes to help the researcher in best possible ways. While giving their opinion they can easily point out a small mistake made in questionnaire. Therefore the attention has to be provided towards the questionnaire. 4. Immediate Action: As the mistake has been pointed out immediate action has been taken to correct the questionnaire. This lesson forced to think how much important to take a correct action at correct time. 5. Avoid Negligence Attitude: If the correct action has not been taken within the time it can affect psychologically. If another respondent has pointed out the same mistake, then the negligence attitude leads to frustration. 6. Peace of mind: At the place of client, many factors which were generally avoidable in day today life were present. In such case the patience and peace of mind help to proved the best of the personality and knowledge.
  46. 46. Page 46 7. Be Smart: Many respondents are always like to ask too many questions at a time, giving answer to their every question one by one without being confused shows the smartness which leads further to influence the person. 8. Analyze the client: The most useful technique during the field work. Few respondents were found to be low-literate. In the first 1 or 2 minute the communication was so adjusted that they feel comfort throughout the conversation. 9. Emotion Matters: Every emotion that respondent pusses matters in way of communication. Few times the respondents told their past experience about the different aspect and their past life…in order to make communication successful every emotion was respected, which also helps to get additional knowledge about various aspects. 10. Communication: As representing the company, the communication part has been observed by many clients. To make communication more effective more attention must be paid on personality, body language, hand movements and facial expression. 11. Flexibility: The knowledge of the respondent varies from person to person. In terms of making communication fruitful flexibility must be adopted. E.g. If one do not understood English then further communication must be done in the language which the respondent is comfortable with. 12. Knowledge of Regional language: In field of market research, specially if it is business to consumer survey then the knowledge of regional language holds the importance. Having communication in the regional language helps to create positive attitude of the respondents towards the survey and helps to stretch out more and more data. 13. Knowledge: Effective use of skill can be helpful only when the researcher carries efficient knowledge about the company and its product. The various questions was answered on the basis of knowledge.
  47. 47. Page 47 14. Delivery of information: The delivery of information must be effective in terms to get clear opinions on the questionnaire. It must be cleared to the respondent that for what purpose the research has been carried out and what was role of respondent in it. 15. Responsibility: Playing a role of trainee in the office of the company and as a responsible person of the company at the client side learned a lot of things. The formal relationship at the company level and at client side helped to groom the knowledge and personality. 16. Effective Management: After covering one geographic area next was undertaken. Having effective management on how and when to cover the client which was left out in the previously covered area helped to provide satisfaction in terms of the whole area has been covered. 17. Planning: Planning played a major role in the study, specially at field work. Planning was involved at every step during the study. Planning small things, it could be about the resources, important work etc….carries lot of importance and helps to make the work more effective. 18. Co-ordination: Co-ordination between the team members and external guide helps at the time of difficulties. Effective co-ordination helps to come out with the solution of the problem. 19. Motivation: Motivation provided by external guide was always inspired to work better and better. 20. Effective management of external conditions: Managing external things like, close fitness clubs during the visit, shift of fitness club to the other place and absence of any responsible respondent were such external factors that disturb the planned schedule. How and when to revisit these fitness club then decided and action were implemented accordingly.
  48. 48. Page 48 21. Daily Reporting: Daily reporting helped to get immediate feedback of external guide on how things are going and what measures need to be implemented. 22. Know yourself: The important aspect that will be helpful for the whole life. The team member has stopped the field work within 12 days from joining. An individual must knows about his/her own capability that will prevent in creating any kind of negative impression at the organization. 23. Important aspects like creating an excel sheet at initial days, filling and updating the data on daily basis so that it will not create any kind of burden later on helped to learn how small thing can take shape of a bid problem later on if the they have not paid by attention. 24. Praise your team: Well done! Lessons Learned meetings are a great opportunity for team members to hear praise, not only from you, the project manager, but from each other as well. These meetings are an opportunity to share appreciation for others skills, dedication and solutions as well as a time to appreciate the experience the team had together. 25. Speak your mind: Good or bad use these meetings to share your feedback. Don’t be afraid to criticize an idea or a team mate. To learn, and grow and for the sake of future success, it’s important that everyone hear the good and the bad without taking it personally. This is no time for team members to carry a chip on their shoulder. 26. Brainstorming: Can we do things in a simpler manner? Everyone’s ideas should be welcome. Fabulous ideas may come from any team member. 27. Prevention cost less than a cure. Lessons Learned meetings should generate ideas to prevent future trouble. No one likes “What if?” questions that arise after a disaster happens. Is there a simpler/secure way of doing things? 28. Keep it simple, stupid. Quite often the lesson learned is that something could have been done in a simpler way.
  49. 49. Page 49 29. Improving as we do things: You don’t need to wait for the completion of a project to have the Lessons Learned meetings. Meetings organized as the project progresses can raise ideas that help the current project in real time. 30. Documents only? No. Meetings are a must. Putting it in a memo, isn’t enough. Documents get written and filed a way. Don’t let a team member’s shyness, aversion to sharing publicly, complaint that meetings are a waste of time or objection to what they see as a judgmental environment – get in the way of team success. A Lesson Learned meeting is an opportunity to lay it all out on the table and to move forward. 31. Don’t just send a follow up survey: Yes, everybody is busy. But surveys will only capture part of the feedback. Lessons learned meetings are a great time to speak and be heard.
  50. 50. Page 50 CHAPTER 6 Findings
  51. 51. Page 51 1. As is evident from the analysis of seven important questions, Knowledge, Personality/Fitness level and Certification are the primarily required factor on which company must focus while training the individual. 2. From the total 135 fitness clubs 123 clubs gives more preference to the certified trainer. The company has a good opportunity as large untapped market is available for certification course. 3. The biggest competitors of the company are K11 and IASS. Followed by Gold Gym University an international player is another competitor for the company. Many small players like ABS are also present against on the path of growth of the company. 4. It was found that commercials regarding the course had not had much impact in the mind of individual owners. It could be infer from the informal conversations that has been carried out during the interview. 5. From the prime factors, curriculum, batch timing and course fee are most influential factors in decision making regarding the course selection. Language followed by course material and placements are too important factors that company must take into consideration to attract and sustain more and more aspirants. 6. As was expected, the survey showed that individual aspirants would like to prefer Marathi language for the course followed by English and Hindi. From the total 46% opinions are favored the language Marathi while, the percentage gets reduced to 32% and 21% in case of the languages English and Hindi respectively. 7. Many youngsters are interested in making a career in fitness industry but they are not aware about the opportunities present and scope in these industry.
  52. 52. Page 52 CHAPTER 7 Recommendation
  53. 53. Page 53 7. Recommendation Recommendation at a glimpse  Should work to improve the face book page  Should have static website  Should be more active online by various ways such as blog  Should be associated with a chain of gym  Should continue to conduct events in association with fitness associations of pune  Should create an account on slide share On the basis of the responses and an analysis of the same, following recommendation and suggestion can be drawn; 1. It was observed from the responses, that only 24 from total 135 respondents were aware about the course. 2. It was unexpected news that product is not getting promoted through the Magazines. Many gym owners and aspired trainers are using magazines to get aware about newly launched and available body supplements, new equipments and for several other reasons. The competitors using this tool of promotion frequently therefore company must advertise the product through the effective magazines. 3. After getting the many responses it is suggested to the company that Batches for advanced courses should be started as soon as possible. Some respondents have already completed the certification course from other institutes, with the ACE certification they would like to have an advanced course.
  54. 54. Page 54 4. Company has mentioned many features like Tae-Bo, Tai-Chi exercises in the broacher and have made promise to deliver the same effectively. If everything mentioned in the brochure is not been covered, then it is wise to mention only those that will be covered sincerely, this will prevent brand image of the company from going down. 5. It was observed from the responses, It is difficult for many individual aspirants to attain the batch at evening. Many would like to see the company having morning 10 -11A.M or afternoon 2-3 P.M batches. Therefore, regular batches should be made available as morning, afternoon and evening batches, as batch timings is important criteria in decision making of the customer. The 3 in 1 feature i.e. “Personal Trainer”, “Gym Instructor” and “ Gym Owner” has been charged Rs.10,000, Rs.10,000 and Rs.8,000 respectively. I.e. total cost goes around Rs.28ooo. However management should reduce the fees for the one who is seeking admission for the three modules.
  55. 55. Page 55 CHAPTER 8 Conclusion
  56. 56. Page 56 8.1 Conclusion Database of more than 2500 target audience and 250 health clubs have been created and verified. As far competitors are concerned, in present era the product (Certification) of the company is very new to the market and has a huge scope to progress. Company has to progress in areas like availability of advantage course, product awareness and number of batches. The company is having various advantages, distinct features over its competitors, which can help it to gain a better position in market, in the near future as through the study the awareness was created in the city PUNE.
  57. 57. Page 57 BIBLIOGRAPHY Text Books: 1. Digital Marketing - Dave Cheffey, Fiona Ellis-Chadwick 2. Strategic Brand Management – Kevin Keller 3. Business Research Methods – S.N.Murthy & U.Bhojanna Web: 1. Just Dial 2. Digital Marketing Blogs Annexure
  58. 58. Page 58 Date _ /_ /_ GYM/ CLUB NAME: _____________________________________________________________________ OWNER’s NAME: _______________________________________________________________________ TELE: _______________MOBILE: ___________________EMAIL:_________________________________ ADDRESS: OFFICE NO: ___________ BUILDING: ______________________________________________ STREET: ___________________________AREA:______________________________________ LANDMARK: __________________________________________________________________ CITY: __Pune__ PINCODE: 4110____  APPROX. SIZE/ AREA OF GYM (SQ. FT): < 1000 1000 TO 2000 2000 TO 3000 3000 TO 5000 > 5000  FACILITIES & AESTHETICS: ULTRA MODERN GOOD OK INADEQUATE  TRAINERS DATA
  59. 59. Page 59 TRAINER NAME MOBILE / TEL NO. EMAIL ID CERTIFIED? (NAME OF INSTITUTION) 1) Which are the most important factors would you like to see in a trainer? RANK Top 3. People skills Certification Knowledge Punctuality Personality/ Fitness Level Experience Other ( ) please specify 2) How important is Certification at your gym? Mandatory Very Important Not Necessary 3) Which of the following Fitness Certification Institutes do you know about? Talwalkar Gold’s Gym University Other K11 MITCON 4) If you know MITCON Fitness Course then, how do you get know about the course?
  60. 60. Page 60 Newspaper Internet Friends Magazines Other 5) Which are your prime factors for the course selection? Mention Top 3. Curriculum Batch Timing Course Fees Course Material Language Placements 6) Which is the preferred Language for training? English Marathi Hindi 7) Is the use of E-learning (Theory only) feasible for you? Yes No TO BE FILLED BY GYM OWNER/ MANAGER: 1) DID YOU GET MITCON’s FITNESS COURSES BROCHURE? YES / NO 2) DID YOU GET SATISFACTORY INFORMATION ABOUT OUR COURSES FROM OUR PERSON? YES/ NO 3) ANY COMMENTS/ SUGGESTIONS ABOUT OUR COURSE? ________________________________________________________________________ ________________________________________________________________________ ____________
  61. 61. Page 61 4) WOULD YOU BE INTERESTED IN PLACEMENT TIE-UP (FREE SERVICE FROM MITCON) WITH US? YES ON SIGNATURE OF GYM OWNER/ MANAGER: _______________________ (SEAL) NAME OF GYM OWNER/ MANAGER_________________________________________________ MOBILE NO: _______________________________