Pure gym is a fitness organization which is UK’s largest fitness service provider currently having 176 gyms running in UK. The company works with technological innovation techniques to serve its customers along with which it provides pay as you go model services to it customers. The company has a wide customer base of 930,000 members (Puregym 2017). Further the company is planning expansion by expanding the customer base and inaugurating gyms for age group 13-19 as well. The marketing plan of the company is explained below:
Sales orientation refers to the concept of market orientation under which the main focus of the employer is in selling the products and services of the company. Under this orientation approach the manager only focuses to increasing the sales by taking initiative like making calls or promotion of product/services in the target market. The employer constantly uses methodologies to hike up the sales process by satisfying the wants and needs of the customer. It is assumed that only high sale volume will gain high profit for the company. Also under this method aggressive sale techniques can be used by the company in order to increase sales margin (Armstrong 2015).
Whereas marketing orientation refers to the process of efficient management system off the company. Using customers’ information and market influences in business activities. Under this approach the company the employers make decision considering the market fluctuation and demand of the customers of the company. The model shall represent growth of company along with attainment of maximum satisfaction to the customers (Belch 2014).
As the pure gym company uses the marketing orientation concept for the working of its business thus it benefits the company in following ways:
Whereas in product concept the company solely focus on improvement of its product in order to provide higher benefits to its customers. Thus make their product first priority of every customer (Cuervo-Cazurra 2016).
Whereas under the societal marketing concept the main focus of the company is on the social wellbeing of the environment. Therefore the company shall implement such techniques which do not harass the society.
While in the production concept the company only focuses on increasing the volume of the production irrespective of the quality of the product. They aim that the public shall get their products at a cheapest rate.
Environmental analysis is a strategic tool used by the companies to identify the macro and micro external environment aspect which shall be measure while computing a strategic plan for the company. With the help of this analysis, the company gets to know about the factors affecting the market of their product (Estrin, Korosteleva, & Mickiewicz 2013).
As the pure gym wants to expand its scope of business by innovating its activities and drive their customers to purchase the plans initiated by the company. Thus the company needs a plan for conduction of these activities in the business process. Therefore, for making of any plan initially the company needs to analyze the market environment in which currently the company is prevailing. With the aid of environmental analysis i.e. PESTLE and porter analysis, pure gym will get to know about the political, social, rivalry etc. factors. Therefore with the help of this the company can easily plan the activities which will market capitalization. Also this analysis will help the company in judging the market fluctuations early and bracing themselves for such situations (Galliers, & Leidner 2014).
Pestle analysis is a marketing framework with the help of which the marketers analyze the external factors that can put impact the organization (Anton 2015). Further two of the factors (technological and political) are used which impacts the PureGym working.
Technological factors: for any fitness service company, technology is the key factors which mainly influence the decision making process of the company. Likewise in Pure Gym the working of the company is affected with technological changes. The gym is more equipped with innovative and efficient technology then it will attract more customers to join their gym. Also other assistances like, iPod holder, water bottle and tissue holder etc. are present near the achiness help the customers and shows that the company is more interested in taking care of the customers need resulting in gaining trust on company (Hill, Jones & Schilling 2014).
Political factors: the company needs to take government approval for opening a gym in the city for the age groups like 13- 19 or 19-30. The government firstly checks all the equipment and inspects that the machinery the gym is using is fit for the community and shall not affect negatively to the customers.
The porter 5 force analysis is a tool which determines the intensity of competition in an industry. It shows the degree of intensity in the market which affects the activities of an organization (Anton 2015). Further two of the porter’s forces are used below:
Buyers’ power: as there are many flourished gyms present in the market which provides all-purpose services to its customers resulting in giving the customers highest priority. Therefore, if the customers don’t enjoy the service can switch or ask for refund resulting into giving the customers high power to negotiate with company and customize their own plans for the same. This power is determined by the number of substitutes present in the market to which the consumer can switch. Due to having numerous distributor of fitness services the buyer enjoy a greater degree of power in the market (Johanson, & Mattsson, 2015).
Industry rivalry: there is high degree of industry rivalry in the market. Due to presence of many fitness clubs constantly trying to attract customers with their innovation techniques and cost efficient services which have led to cut throat competition in the industry. The customers only buys the services is which the best among them therefore it gives the company pure gym a priority over other as the services rating of company is good and effective as well (Parente, & Strausbaugh-Hutchinson, 2014).
Technology: fitness market is determined by the innovative technology the companies use to give services to its customers etc. thus pure gym gain the advantage as the company is derived to use innovative equipment to provide maximum benefits to the customer (Luxton, Reid, & Mavondo 2015).
Infrastructure: effective infrastructure helps the pure gym to initiate competitive advantage in the organization. As the infrastructure of the fitness club is attractively designed also provide assistance to the customers as well. It provide adequate space for exercising, rest rooms, yoga rooms etc. all facilities are available at one place (Shen 2016).
Marketing segmentation refers to the process of differentiating a class in market and targeting them for the sale of their product and services. Segmentation can be done the basis of age, taste, income level etc. (Kiel 2014).
The pure gym segmented the age group of 13-19 for their new gyming centers. Segmentation will help the company is preparing a plan for the company on the basis of which the company will act. Also segmentation helps in targeting the specified group for the sale of their services. Also it reduces the risk for the company by attracting the right customer for their product and implement techniques to provide services to that particular segment of the market. The company does no lose focus through segmentation. Pure gym is already leading the market of elder age group so through segmentation the company can propose a plan and target the correct audience for their product and service and increase sales in this way (Radebaugh 2014).
Product: the main focus of pure gym is lean fitness training. Along with that company also provide a varied services like health care, nutritional diet plan, news, motivational plan etc. thus the company does not woks basically as a gym instead it deals in all services related to health care and weight loss. This is the product of the pure gym.
Price: as the company provide many online services along with personal training resulting in providing pay as you go model for their services (Skjølsvik, Pemer, & Løwendahl 2017). Currently pure gym is focusing on expansion of company therefore, they provides maximum benefits to its customers with cost efficient approach. Also the company provides virtual fitness classes to increase the sales and customers also choose pure gym because they deliver services at an economical level.
Promotion: pure gym has currently it 173 outlets in UK. Also they are inaugurating their centers at shopping centers and retail parks to make it more approachable for customers. Also the company is initiating membership through the website online which provides flexibility to customers. The company is focusing on expansion with the aid of technological innovation by promoting their combo packages and membership of official websites (Zamani, Valmohammadi, & Moshiri, 2014).
Place: currently the company is handling its activities in key cities of UK. Pure gym has approached to many cities in UK and some yet to conquer. As the company provides 24 hours services thus it has its outlet on the most populated and safe places.
People: an efficient human resource is available at every outlet f the company. Also the company has recruited quality management who has adequate knowledge of dealing with children and how to tackle and convince them in difficult times. Along with customer satisfaction the company also aims to initiate good communication within the organization.
Physical evidence: the tangible goods used by the company which aid the core business activity are called physical evidence. In the pure gym the physical goods like, equipment, machinery, infrastructure of the gym helps the company in achievement of organizational objective (Radebaugh 2014). Such goods help the company in gaining reputation and the market and faith in the eyes of customers.
Process: the process used by the company shall provide benefits to the company as well as the customer. It shall be defraud the customer and earn profit out of them. In pure gym, the company lays stress on gaining the loyalty of customers. Thus, the company aims to innovate techniques within the organization so that bond is created along with achievement of organizational objective.
Product: as mentioned earlier that the core product of the business is providing all-purpose fitness services to all class of people including younger age group up 19 as well. The company shall focus on providing quality services to the kids which shall not harm them physical or emotional in any way. In fact pure gym shall also provide seminars to children who have body or weight complexion (Belch 2014).
Price: the price of the services rendered shall be reasonable. Along with that, as the services are provided to kids so the company shall also render fun activities on weekend attract more and more customers.
Place: place of the new setup of pure gym shall not be changed. The company shall open their outlets near shopping stores; gardens etc. so that the kid get excited and feel the want to come to pure gym
Promotion: online whereas offline promotions shall be done by the company. Online promotion shall be done through the official websites and offline promotions that company can do through going to schools and colleges and providing their free trials classes over there (Eden, & Ackermann 2013).
People: pure gym is currently aiming the younger section of the society that is age group 13-19. Therefore, the company shall intake activities with major concern so that the customers are not harmed. Also the employees of the company shall be friendly enough to attract the customers and increase the sales (Wheelen, & Hunger 2017).
Physical evidence: the infrastructure of the fitness center shall be playful and colorful to gain the attention of customers. Also the management shall be qualified with the experience of dealing with children. No equipment shall be placed in the gym which can cause harm to children
Process: along with the purpose of providing benefits to the customers the management shall initiate effectiveness in its internal process as well. There shall be good communication and qualified human resource that is focused to fulfill the goals of the company with innovative techniques (Slack 2015).
Conclusion
Thus, it can clearly see that the company is focusing on the expansion of the business through targeting a wider customer base in UK. Along with which pure gym wants to indulge in other fitness activities other that gym as well, so that company enjoys greater profitability along with reputation in the market.
References
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