Pre Engineered Building Manufacturers Hyderabad.pptx
Cult fitness service marketing
1.
2. HOW BRAND HAS EVOLVED
OVER A PERIOD OF TIME
• Cult established in Nov 2015 by Rishabh Telang
• Acquired for $3 million by CureFit in May 2016
• Training Facility focused on machine free training
• Provide healthy mix of workouts
• Cult.live- introduction of time bound class
3. 7 P’s of Cult Fitness
Product
Price
Placed decisions
Promotions
Physical Evidence
Process
People
• Core: Fitness
• Supplementary: Specialist
trainers, Vital
equipments, App and
online tracker, finger
print Scanner
4. 7 P’s of Cult Fitness
Product
Price
Placed decisions
Promotions
Physical Evidence
Process
People
• Online personal training
packs with validity.
• Amazon voucher available
with package of 20, 50 and
100 sessions
• Trial session at ₹99/- with
unlimited validity
• Cure fit offers 14 day free
trial and 1 year, 6 months and
3 month subscription plan.
5. 7 P’s of Cult Fitness
Product
Price
Placed decisions
Promotions
Physical Evidence
Process
People
• Physical gyms available in
Bangalore, Hyderabad, NCR,
Mumbai, Chennai, Pune,
Jaipur, Kolkata, Mysore,
Kochi, Chandigarh, Surat,
Ludhiana, Ahmedabad
• Online presence
6. 7 P’s of Cult Fitness
Product
Price
Placed decisions
Promotions
Physical Evidence
Process
People
• Website and blogging
• Celebrity endorsement-
Hrithik Roshan
• Ad campains
• Customer centricity
7. 7 P’s of Cult Fitness
Product
Price
Placed decisions
Promotions
Physical Evidence
Process
People
• Proper arrangements of
multiple activities
• Finger print recognition
• Proper arrangements of
equipments
• Cult banners on gym walls
8. 7 P’s of Cult Fitness
Product
Price
Placed decisions
Promotions
Physical Evidence
Process
People
• Login to the cult fitness
• Select any subscription and buy it
• Select the date and time for
workout
• Be prepared with necessary
equipments before the session
start
• Start the session on the given
time
9. 7 P’s of Cult Fitness
Product
Price
Placed decisions
Promotions
Physical Evidence
Process
People
• No hierarchy
• No Leave policy
• Flexible working hours
• Free lunch or snacks
• Can pick a project
10. Service Marketing Triangle
Company
Customer
Employee
Interactive Marketing
• Free trial (14 days)
• Free live workout trial
• Social media promotion
• Promotional offers
• Good pay and working
conditions
• Training staff on balanced
mixed workout
• Team outing
• Free transport
• Gymnasium
• Free food
• Health insurance
• Beginner friendly
• One on one training
• Personalized plan
• Changing the trainer while booking
the session
• Workout is interesting fun and pushes
people just the right amount
Interactive
Marketing
11. Service Encounter
High contact service (Physical visit)
• Customer visit the center with gym kit
• Customer need to reach before 15 minutes
• Trainers available to guide and greet customers
• Trainer motivates the member
Low contact service (Online presence)
• Online booking of classes
• Accessibility from anywhere
• Cult.live camera access
12. Service delivering system
• Front stage
o Trainers- Workout, Yoga, Boxing, Dance fitness
o Manager for enquiry and registration
• Backstage
o App developers and Engineers
o Marketing team
o Cleaning and logistic team
13. Things that brand did
incorrectly
• False promises
• As many as 18 of its facilities up for sale in cities
• Employee Dissatisfaction
