Golds Gym Branding and Marketing Strategy

GOLDS GYM BRANDING AND MARKETING STRATEGY 1
Golds gym branding and marketing strategy
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GOLDS GYM BRANDING AND MARKETING STRATEGY 2
Executive summary
Marketing presents an important aspect in business that is intended to ensure that the business
gains preference in the market over other businesses through the achievement of competitive
advantage in the eyes of the public. Marketing involves a series of activities surrounding the
product which run from the time when the product have been developed, the distribution
channel, the price, and the promotional techniques employed in the organization. In this
document, therefore, discusses the case of the gold gym and the different strategies that are
employed to ensure that the organization is successful in its marketing campaign. The document
begins with a description of the selected target market and the branding techniques employed in
the organization. Essentially the document also describes the different strategies used to achieve
the brand equity and uses Keller’s brand equity model to describe the different aspects of the
implementation process. The article further gives the system architecture and how the product is
arranged to appeal to the consumers in the organization. The findings of the different strategies
are also presented before making the recommendations. five recommendations are made which
include recommendations for branding which are inclusion of the concept of digital technology
on the brand positioning statement to reflect all predicts on offer, there is need to also
incorporate the issue of health and the role of the products in promotion of health and fitness in
the community and also the need to develop diverse products that are customized with the need
of the client in mind. The other recommendations are for marketing which includes opening up
of more markets for the products especially on the online platform and creation of a customer
relationship management program that will enable the organization to achieve its desired
objectives and create a substantial level of brand equity among its clients.

GOLDS GYM BRANDING AND MARKETING STRATEGY 3
Introduction
Marketing is an important aspect of any business that needs to be put into consideration
when developing the products. The marketing mix of a product begins with the branding
techniques done in the organization, the selection of a market segment and targeting the segment
in a fashion that prompts them to purchase the product (Turban, et al., 2016). Despite this the
marketing strategy does not end with the purchase of the good and instead overlaps to other
factors such as the after sale services, the image of the product in the public, the level of
engagement of the product and formation of relationships between the product and the customer
which can be achieved through creation of a brand equity and positioning strategies (Luxton, et
al., 2014). In this consideration, the paper discusses the various strategies used by the Golds gym
in branding, creation of brand equity, target marketing, segmentation, and the overall marketing
strategy.
Current marketing and branding
Branding refers to the practice of presenting a product in a unique and sophisticated
fashion which is aimed at promoting the market for the product mainly through marketing
strategies which create an image in the mind of the consumer and influencing their decision-
making process (Kapferer, 2014). Gold's Gym is an international brand which is named after the
founder Joe Gold, and it is situated in California. The product has been branded through a
combination of different elements such as the logo which is developed with the brand name and
the pictorial presentation of the service offered and a golden color to symbolize the name. The
character used in the development of the logo is made to present the deeper meaning of the
product and to appeal to the taste of potential consumers. In essence, the organization brands
itself using slogans that promise a fit body, which is the primary aim of the establishment to keep

GOLDS GYM BRANDING AND MARKETING STRATEGY 4
the people safe and fit a well as give them shape for their body. The products are branded to
produce the taste, which is revealing as the best place to get fitness around the globe. Each
section of the organization is developed to provide a message about the brand to the client, which
could prompt its selection among the other competing parties.
The organization targets people who are willing to engage in fitness activities across the
globe. The product is suitable for people of all ages and especially the people who are in the
process of managing their weight. In the segmentation of the product, the product is divided
into different types based on the intention of the user and the age of the person. For instance, the
workouts are different for persons who are interested in losing weight and those that are
interested in gaining muscle. Additionally, there is also a difference in the extent of the exercises
based on individual needs. In the recent developments, however, there has been a substantial
shift in the target, and a new product line is introduced, which serves the people who are willing
to undertake the lessons on the online platforms. The provision of services online targets the
people who cannot travel to the gym and have access to the facilities making it possible for them
to undertake the lessons from the comfort of their homes. The target segment is, therefore,
people who seek the services online and do not engage in outdoor activities despite having the
facilities needed to conduct the exercise.
Segmentation targeting refers to the idea of dividing the target population into a smaller
portion based on a defined criterion which distinguishes the segment from the other population
and also produced different demands for services among the group and developing a product that
is suited to members in the selected segment (Baker, 2016). The method used for segmentation,
in this case, is the behavioristic segmentation in which the members have a behavior of not
engaging in traveling to the site of the exercises and instead chose to undertake the classes from