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10 Step Marketing Plan for Gold’s Gym Philippines                Joseph Cunanan                  Marketing Management     ...
•   HISTORY    Golds Gym has been the authority on fitness since 1965 dating back to the original Golds Gym    in Venice, ...
Steps 1 to 5•   1. Primary Target Market are “fitness enthusiasts” who want to    change their body, and change their live...
Steps 6 to 10•   6. Product: Gold’s Gym, the “mecca” for body building•   7. Price: High Price, given that it is known wor...
1. PTM : Fitness enthusiasts who want to       change their body, change their lives•   Demographics: 18-50 years old, AB ...
2. PTM achieves self actualization by changing        the over all look of their body         “I am now “somebody” with my...
3. Gold’s Gym’s Competition•   Direct: Fitness First, Slimmer’s World, Mojo Gym, Elorde Boxing    Gym•   Indirect: Calayan...
Where Gold’s Gym stand in terms of price and             variety of services                   Myriad of Services         ...
4. Positioning•   The gap lies on the name & the brand•   Gold’s gym is known as the “mecca” of body building where you ca...
5.a Market Size - Company PerspectiveGOLD’S GYM•   Average number of gym members per branch worldwide is 5,000. There is a...
5.b Market Size - Competition PerspectiveFITNESS FIRST•   1.2M active members worldwide with a total of 430 clubs. 1.2M/43...
5.c Market Size - Customer’s PerspectiveMonthly Spending of Filipinos•   There are 101M Filipinos•   Only 1% belongs to th...
5. Concluded that fitness market is P1B                  monthlyCompany – P95.70MCompetition – P1.25BCustomer – P1.01B
6. Product•   Product is Gold’s Gym, the “mecca” for body building•   Mecca means a place that attracts many people with i...
7. Price•   Compared to Fitness First, price is relatively higher for regular    memberships (Fitness First P2,700 up vers...
8. PromoPromo is based on endorsements from local celebrities through TV andprint media
9.Place•   Gold’s Gym is strategically located in key cities & malls in the metro:       Alabang, Galleria, Glorietta, Gre...
10. Generic Winning Strategy is a Niche Market•   Gold’s Gym caters to athletes, celebrities and models
Steps 1 to 5•   1. Primary Target Market are “fitness enthusiasts” who want to    change their body, and change their live...
Steps 6 to 10•   6. Product: Gold’s Gym, the “mecca” for body building•   7. Price: High Price, given that it is known wor...
10 Step Marketing Plan for Gold’s Gym Philippines                Joseph Cunanan                  Marketing Management     ...
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10 step marketing plan for gold's gym philippines

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10 step marketing plan for gold's gym philippines

  1. 1. 10 Step Marketing Plan for Gold’s Gym Philippines Joseph Cunanan Marketing Management Ateneo Graduate School of Business November 2012
  2. 2. • HISTORY Golds Gym has been the authority on fitness since 1965 dating back to the original Golds Gym in Venice, California. It was the place for serious fitness. Golds Gym quickly became known as "The Mecca of Bodybuilding. In 1977, Golds Gym received international attention when it was featured in the cult favorite, Pumping Iron, starring Arnold Schwarzenegger and Lou Ferrigno. From that first gym in Venice, Golds Gym has become the largest co-ed gym chain in the world with more than 610 facilities in 42 states and 30 countries• Today, Golds Gym has expanded its fitness profile to offer all of the latest equipment and services including, group exercise, personal training, cardiovascular equipment, spinning, Pilates and yoga, while maintaining its core weight lifting tradition. With nearly 3 million members world wide, Golds Gym continues to change lives by helping people achieve their individual potential.• MISSION• Golds Gym is the largest gym chain in the world, recognized for our passion, unique heritage, and experience as the authority in fitness.• We will inspire our members with unrivaled energy, and provide the finest equipment and fitness knowledge available to help our members achieve their potential .
  3. 3. Steps 1 to 5• 1. Primary Target Market are “fitness enthusiasts” who want to change their body, and change their lives.• 2. These men and women would like to feel good, healthy & fit; and eventually be adored by others.• 3. They could go to other gyms like Fitness First, Slimmers World, Mojo Gym or Elorde Boxing Gym• 4. Gap lies on the name or the “brand”• 5. Market size is P 95.70M
  4. 4. Steps 6 to 10• 6. Product: Gold’s Gym, the “mecca” for body building• 7. Price: High Price, given that it is known worldwide• 8. Promo: Banking on it’s name and reputation, as it is endorsed by famous celebrities both locally and abroad. Also offers corporate memberships with discounted rates.• 9. Place: Key cities and malls in Metro Manila• 10. Generic winning strategy mix is a niche market
  5. 5. 1. PTM : Fitness enthusiasts who want to change their body, change their lives• Demographics: 18-50 years old, AB social class• Professions: Most are students, working professionals, models, actors, celebrities• They value their physical appearance and how people sees them• Behavior: Willing to work for an “x” number of gym hours to achieve the change in their physical appearance.• Convinced by endorsements of local and international celebrities
  6. 6. 2. PTM achieves self actualization by changing the over all look of their body “I am now “somebody” with my new body. I can see a change coming” “I feel beautiful & confident with my new appearance”
  7. 7. 3. Gold’s Gym’s Competition• Direct: Fitness First, Slimmer’s World, Mojo Gym, Elorde Boxing Gym• Indirect: Calayan Group, Cathy Valencia, Belo Medical Group, spa & wellness centers, aerobic centers• Variables: Price, Location, Gym Services & Hours, Brand
  8. 8. Where Gold’s Gym stand in terms of price and variety of services Myriad of Services Limited Services Gold’s Gold’s Fitness Fitness Gym Gym First First High Price Slimmer’ Slimmer’ s s World World Low Price Others
  9. 9. 4. Positioning• The gap lies on the name & the brand• Gold’s gym is known as the “mecca” of body building where you can “entrust your body to”• Uses tagline “Change your body, change your life”• Targets a niche market for celebrities, models and athletes
  10. 10. 5.a Market Size - Company PerspectiveGOLD’S GYM• Average number of gym members per branch worldwide is 5,000. There is an annual attrition rate of 42%, so average active membership is 2,900 per branch. Since Gold’s Gym Philippines has 11 branches, total number of members is approximately at 31,900.• http://www.livestrong.com/article/396187-typical-number-of-members-of-a-golds-gym/• Average monthly fee of members is P3,000 which includes regular, corporate and promotional membership• Total market is P 95.70M
  11. 11. 5.b Market Size - Competition PerspectiveFITNESS FIRST• 1.2M active members worldwide with a total of 430 clubs. 1.2M/430 = 2,790 members per club• Philippines have a total of 18 clubs nationwide, so approximate number of members is 50,232.• http://www.fitnessfirst.com/group/other/club-and-members-by-country.aspx• http://www.fitnessfirst.com/• Average monthly fee of members is P2,500.• Total market is P 1.25B
  12. 12. 5.c Market Size - Customer’s PerspectiveMonthly Spending of Filipinos• There are 101M Filipinos• Only 1% belongs to the AB social class who can spend extra money for fitness• 101M x .01 = 1,010,000• Average Fitness Club, Monthly Fee for 1 adult is P1,000• 1,010,000 potential members x P1,000 = P1.01B potential market industry• http://www.numbeo.com/cost-of-living/country_result.jsp?country=Philippines
  13. 13. 5. Concluded that fitness market is P1B monthlyCompany – P95.70MCompetition – P1.25BCustomer – P1.01B
  14. 14. 6. Product• Product is Gold’s Gym, the “mecca” for body building• Mecca means a place that attracts many people with interests in common
  15. 15. 7. Price• Compared to Fitness First, price is relatively higher for regular memberships (Fitness First P2,700 up versus Gold’s Gym P3,000 – P5,000)• But for corporate memberships, they are relatively cheaper than Fitness First (Fitness First P2,300 versus Gold’s Gym P1,300)• Also offers flexible memberships in terms of number of visits per year, and unlimited access to just one branch
  16. 16. 8. PromoPromo is based on endorsements from local celebrities through TV andprint media
  17. 17. 9.Place• Gold’s Gym is strategically located in key cities & malls in the metro: Alabang, Galleria, Glorietta, Greenhills, Intercontinental Manila, North Edsa, Acropolis, Timog, Katipunan, Centris & New Manila
  18. 18. 10. Generic Winning Strategy is a Niche Market• Gold’s Gym caters to athletes, celebrities and models
  19. 19. Steps 1 to 5• 1. Primary Target Market are “fitness enthusiasts” who want to change their body, and change their lives.• 2. These men and women would like to feel good, healthy & fit; and eventually be adored by others.• 3. They could go to other gyms like Fitness First, Slimmers World, Mojo Gym or Elorde Boxing Gym• 4. Gap lies on the name or the “brand”• 5. Market size is P 95.70M
  20. 20. Steps 6 to 10• 6. Product: Gold’s Gym, the “mecca” for body building• 7. Price: High Price, given that it is known worldwide• 8. Promo: Banking on it’s name and reputation, as it is endorsed by famous celebrities both locally and abroad. Also offers corporate memberships with discounted rates.• 9. Place: Key cities and malls in Metro Manila• 10. Generic winning strategy mix is a niche market
  21. 21. 10 Step Marketing Plan for Gold’s Gym Philippines Joseph Cunanan Marketing Management Ateneo Graduate School of Business November 2012

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