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or in the area of his specialization. Though every one is capable of self-actualization, many do not reach this stage. This need is fully satisfied rarely.
Golds Gym
Golds Gym first started in Venice, California in 1965. It was always perceived as a place for serious workout. Muscle Beach bodybuilders named it The Mecca of Bodybuilding. It has since then been the hotbed for the development of training techniques, equipment and nutritional concepts that form the foundation for the modern fitness revolution. The gym received international attention when it was feature in the major motion picture, Pumping
Iron
Golds Gym targets the upper middle class and the business class. Its pricing reflects the same. It has till date maintained its status in the fitness industry and has been true to its reputation. It currently has 680 facilities.
Core Communication:
The core communication of the media campaign for this age group is Health is wealth. Through the advertising campaign we want to communicate to the audience that although you are investing everyday of your life to pursue your goals, you shouldnt put your health on the line. It is important to stay healthy, strong and fit if you want achieve your dreams. We are simply telling them that you need to be healthy to enjoy the benefits of your efforts and that Golds Gym is going to help you do the same. It has flexible timings, affordable fees, various outlets, qualified fitness instructors and a whole set of fitness regimens from aerobics to yoga.
Media Strategy:
A host of media can be used to promote Golds Gym amongst this age group. Newspapers: English Dailies like TOI, HT and Economic Times can be used to run print ads for this campaign. Working professionals tend to go through newspapers daily. Magazines: Common magazines like India Today, Outlook, Femina, Filmfare, Social Media: Using Facebook and Twitter to promote the brand, its offers, various facts about health and fitness, recipes for healthy foods etc. Celebrity Blogs: Getting celebrities like Salman Khan who use Golds Gym to blog about it. Celebrities serve as opinion leaders and can help change public opinion. Outdoor Print Ads: These could be placed along railway and bus stations, in suburbs like Lower Parel and Bandra where a large number of corporate offices are located. To target the younger lot of the group, ads could be placed near Marine Drive, near movie theatres and places like Colaba and Bandra that attract the younger crowd. TVCs: Considering the fact that we are targeting students and working professionals who are more focused on their goals and are tech savvy, there should ideally be limited investment in TV slots. We could advertise on youth channels like MTV or the Star Network primarily in the evening slots between 7 pm to 11 pm.
Core Communication:
The core communication through the advertising message for this media campaign would emphasize on the need to be able to defend oneself in the big city.The fact that a woman has to live alone all by herself can be scary, but at the same time challenging. Golds Gym simply tries to help these women face this challenge. To be fit ,alert, healthy and strong enough to live a fast paced life and protect oneself from any danger.
Media Strategy:
Magazines: Print ads could be run in womens magazines like Femina, Elle, Cosmopolitan etc. Radio: We could run a radio spot on Radio Mirchi ,Radio city or Fever 104. Internet: It is widely used by set of people. Social media can be used to its full potential to promote the brand amongst women. Ads on YouTube and blogging websites can be used as well.Female role models like Saina Nehwal, Mary Kom etc can be used by way of celebrity blogging, so that they emphasize on the need to develop defence skills. TVCs: TVCs could be positioned in the weekday evening slots between 8pm to 11pm. Golds Gym could also tie up with hostels and colleges to organize workshops as a promotional strategy for this campaign.
Core Communication
The core communication for this consumer would be Gym, a communal place. Through the media campaign we will depict the fact that Golds Gym is a place where numerous people with the same objectives come together and so you will feel part of a group as well as support. We can offer a Group Discount, introduce Group activities like Aerobics and so forth.
Media Strategy:
Print: Bussiness publications, Journals, Magazines like GQ. As these are read by the people who are consolidating their professional lives as well as personal lives like the target group. Outdoor: The best medium for this kind of core communication. Ads, would be placed in crowded places, and mostly communal places. TVC: Timeslots targeted would be weekend slots, sports, awards. Anything more likely to be watched by people with other people. Social Media: Blogs, Twitter and Facebook to get people to come together and feel like they are part of the social group and get them together with other people with same motivations.
Core Communication
The core communication for this consumer would be Body, a reflection of dicipline. Through the media campaign we will depict the fact that the body needs to be in tune and a well kept body at a mature age means years of discipline and will reflect the hard work and achievements of the person.
Media Strategy:
Print: Newspaper dailies, Magazines like The Week, India Today, Time Magazine. TVC: Ads will be shown in Discovery, National Geographic, News Channels. Celebrity Ads: Celebs who have maintained over time, Akshay Kumar, Salman Khan.
Media Strategy
Magazines: Advertisements can be printed in health and fitness themed magazines like Health, Prevention and also similar sections in other magazines. Radio: Radio Spots targeting our target group on major channels Internet: Business related sites and sites that talk about health issues related to this age group. TVCs: Aired on all major channels like Zee, Sony, News Channels, TLC Publicity: Sponsor events like Gladrags, film awards where celebrities can promote the Gym. Direct Mailers: Since this age group may underestimate how much they are capable of improving their fitness, it is important to inform them in detail. Using Direct mailers is a good way of doing this