One tool a fitness professional can use is the "Marketing 4Ps" (Product, Price, Promotion and Place). PureGym CMO: We're much stronger thanks to Covid. Seven years later, Pure Gym is the UKs biggest fitness chain with 160+ studios, having taken over its biggest competitor LA Fitness in 2015. Post a Question. (Why a Marketing Strategy is so Important and How to Create One. In the fitness industry, a marketing mix combines tactics and strategies to promote brand awareness and, ultimately, increase membership sales. PUREGYM LAUNCHES MULTI-CHANNEL CAMPAIGN THAT PLAYS TO VALUE CREDENTIALS By newsroom on January 26, 2023 Comments Off PUREGYM LAUNCHES MULTI-CHANNEL CAMPAIGN THAT PLAYS TO VALUE CREDENTIALS PureGym, the low cost, market disruptor has launched a multi-channel campaign aimed at cementing its reputation as the smart, best value gym around. You've learned about the history and life-cycle of products like yours and the trends and key drivers that determine where your products or services "fit in the industry" Now it's time to distill your research findings into a concentrated effort to generate a product that reflects your business goals and objectives . Its rare that you sit in a pitch and the team completely get what youre trying to achieve. It has seven elements; price, product, physical evidence, promotion, and place are a few of them. There pricing of these services are to be based on the level of value that will be offered to each class of consumers. Also, there will be additional products that will aid in fitness and weight loss that will be made available to consumers in Pure Gym. Add an additional stream of income to your business by selling products in your gym, or providing extra services such as one-on-one sessions for an additional cost. We were asked to provide 2-3 creative concepts exploring the integration of Sir Chris Hoy into PureGyms National marketing activity, specifically in such a way that would support PureGyms positioning as an affordable, credible and intelligent choice foreveryone. While equipped with all modern machines, there are no overhead-heavy features such as pools, spa facilities or cafs. 02 Increase engagement with Website Cards. This page is made for educational purposes. Choosetwofactors you could choose from porters five forces i.e. Accessed 02 March 2023. So they are going to be charged the highest and in return, they will be given services that will help them to lose weight in the fastest way possible. Creating a corporate wellness program is a great way to reach new markets, and provides an additional revenue stream to your studio. By continuing to use our site, we will assume you are happy with it. It is a private business, this seemed fit because it is a new business and incase it fails, I will have limited liabilities. Promotional mix theory Promotion mix consists of 4 elements which are advertising, public relations, personal selling . It provides the organization with a plan to maximize its sales via marketing initiatives. The marketing mix definition refers to various factors that companies can control to influence consumers to buy their products. The marketing mix is made up of the four Ps - product, price, place and promotion. You need to change things up and see what options bring the best results. PureGym used Facebook ad campaigns, as they wanted to test the value of its prospecting and . [Online] Available at: http://www.ft.com/intl/cms/s/0/89ed3ec4-2d00-11e3-a0ac-00144feab7de.html#axzz3xAxSg62l[Accessed 13 January 2016]. This will help consumers to get better assistance and a higher-quality lifestyle that will enable them to achieve optimal results in their fitness and weight-loss processes. 2. Where others deceive with grey areas, vague promises or elitist images of an unobtainable ideal, Pure Gym is the honest brand that lays everything out in black & white. Slowly introducing exercise concepts and nutrition in a workshop promotes a relaxed environment. The company, which has over one million members in 200 locations, has unveiled a fresh campaign which is centered around the ethos that People Are Incredible. ; Database Services Marketing, prospect, and analytic databases built to power your growth. These arent stories about the before and after reveal or people with six packs, PureGyms chief marketing officer Stephen Rowe told The Drum, these are ordinary everyday people that really value healthy lifestyles and the role Pure Gym can play in that. Get 30% off your home workout kit essentials. PureGym is the UK's largest private gym operator, both by number of gyms and members. Sales Promotions: There will be the promotion of special packages and events in the Pure Gym group for people and consumers in order to get them to make purchases for these projects. Structure your pricing in a simple way that offers value to your members. Existing PureGym Member?Clicking 'choose now' will take members to login to your Member's Area to see prices and pick the option that suits you. See full PureGym Together. Low-cost fitness chain PureGym has overhauled its marketing strategy to move on perceptions that it is simply a budget brand, and instead show the impact its services have on consumers' day-to-day lives. 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PureGym has a powerful and highly disruptive customer proposition, which is differentiated from traditional gym operators and appeals to a broad range of consumers. Hard at it in the all-night gym. provides an additional revenue stream to your studio. Direct Marketing and Personal Selling: This is about the process whereby there will be the presentation of specific marketing drives that will target various portions of the markets and get consumers of certain classes to purchase subscription and services from Pure Gym. Please try again later. We use cookies to provide you the best experience on our website. @PureGym successfully connected with its target audience of fitness fans by using Promoted Video and inspirational creative to share its key messages and encourage campaign engagement. Pure Gym Limited is a chain of no-frills clubs which operates in the UK. PRODUCT: C4 Cylindrical Portal SECTOR: Budget Gyms CLIENT: Pure Gym LOCATION: UK Nationwide Since opening its first gym in 2009, Pure Gym has rapidly grown into the UK's leading gym operator by using a simple low cost scalable business model. It is this need of a specific market that the company should provide the solution to. Think about the Ps that will require achange i.e. http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11337645/Pure-Gym-founder-on-how-he-built-Britains-biggest-gym-chain.html, http://www.thisismoney.co.uk/money/news/article-3018308/Pure-Gym-biggest-fitness-company-UK-just-six-years-opening.html, Your trusted partner for Marketing Resource Management. You can sign up for additional alert options at any time. Unique Marketing Mix is the unique type combination of personal selling, traditional advertising, publicity, sales promotion, social media, and also engaging the branch of e-commerce to stimulate the target market to buy a good product. The saved costs are passed on to the customers by offering a reasonably priced, flexible monthly rate, without membership fees or longer-term contracts. We use cookies to enhance our website for you. Within only a few years, Pure Gym caused a stir in the UKs already dynamic fitness industry. Gymshark has been recognized as the fastest growing and biggest brand in gym apparel in the UK. To save you time, we created a fitness marketing strategies guide outlining the most important strategies. Marketing and sales The sales and marketing of PureGym can be done by the use of digital marketing or social media marketing of the Gym for the purpose of attracting customers. {{ userNotificationState.getAlertCount('bell') }}. There will be the promotion of specific segments or services by the local gyms. Please enable Strictly Necessary Cookies first so that we can save your preferences! . PureGym Championing the one and only Sir Chris Hoy as PureGym brand ambassador Project Description We're proud to have been working with the UK's largest gym business, PureGym, for four fantastic years. The perfect marketing mix for your business will be something you experiment with until you find the best tactics for your studio. Buy now, save instantly, get the job done on time! The chain is situated in Leeds and is having gyms across the UK. Focus on the 4 Ps, apply them to your fitness business, and youll be on the way to executing an epic marketing mix strategy for your gym. Following an exploration of our ideas across a variety of mediums, from external advertising such as billboards, bus stops, and digital screens, to the PureGym website and print items; we created a flexible and bold style which really supports the open and accessible theme the team were going for. Visit. This should be input into the CRM system instantly and a follow up must occur. The perfect marketing mix for your business will be something you experiment with - until you find the best tactics for your studio. These five objectives will involve the main pointers and views on which the marketing campaign will be premised. The difficult part is doing this well, as you need to know every aspect of your business plan. Therefore, in line with this, the Pure Gym group will need to set up the following communication objectives to target potential consumers and actual consumers. Marketing: Critical Perspectives on Business and Management,. Package 1 consumers are entry-level consumers. Robinson, D. & Blitz, R., 2013. With over 190 gyms opened across the UK, we have certainly been keeping busy! million verified professionals across 35 million companies. (business & personal). PureGym, which was recently acquired by US investor Leonard Green & Partners, has been one of the driving forces behind the budget gym boom since its launch eight years ago. Sometimes this is referred to as the promotional mix as well. We only work with verified PCI DSS-compliant platforms that ensure customers' confidentiality and absolute security of their data. "Good Example Of Report On Marketing Plan For Pure Gym, UK." WowEssays, 18 Nov. 2021, https://www.wowessays.com/free-samples/good-example-of-report-on-marketing-plan-for-pure-gym-uk/. Accompanying the campaign is a series of social videos which tell the real-life stories of some of PureGym's members, including Abbie who took up running as a way to cope with grief and firefighter Lenny. Type of paper: Reinventing the gym. Repeating the same moves, runs, and lifts in classes every week can get tedious and lead to a plateau. PureGym's expansion into an international market Luke Stockton 360289 What is PureGym and why Spain Entry Strategy CURRENT FINANCES CURRENT FINANCES Advantages Marketing Strategies Marketing strategy Spanish Culture TARGET MARKET TARGET MARKET Competitors STRATEGY Operation Cost. This is one of the most customer favourite gym due to its affordable prices, offered to the customers. Typically, businesses consider the four Ps when creating marketing plans and strategies to effectively market to their target audience. The marketing mix goes hand-in-hand with a combination of basic marketing strategies. The four Ps are a "marketing mix" comprised of four key elementsproduct, price, place, and promotionused when marketing a product or service. Member volumes have continued their upward trajectory to 1,216,000 on 30 September 2022 (1,176,000 on 30 September 2021) 317 gyms Also, there will be the promotion of the Pure Gym brand through communication. PureGym is known for offering affordable memberships, with a huge audience of younger people the national brand launched a modern campaign to promote its free-to-use fitness app, 24/7 gym access and contract-free membership packages. Report, Topic: This is the most dominant marketing mix strategy, which focuses on four Ps of marketing, namely product, price, place, and promotion of the product, which is basically used for making the management decisions related to the business. Rowe said that social trends focused around fitness, nutrition and the positive impact exercise has on wellbeing have also influenced the brand's latest turnaround. For more tips, check out this blog on creating an effective gym referral program. Listen to article November 2021. Package 3: Personalised weight loss service which will help people to follow specific routines, get a personal coach and have major forms of assistance and guidance that will lead to weight loss. 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