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Cult fitness service marketing
- 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
- 14. Media Presence Social Media Presence Ad Campaigns 1.53 lakh subscribers 320,800 likes 12.1k followers 4432 followers
- 15. Media Presence Social Media Presence Ad Campaigns
- 16. 1. Siddesh Patwa 2019133 2. Madhuri Rawat 2019141 3. Shrishti Singh 2019157 4. Pradip Yadav 2019179