Gymshark Marketing Plan

This report evaluates environmental factors affecting Gymshark and identifies marketing objectives. It includes SWOT analysis, Porter's five forces, and marketing mix analysis.

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GYMSHARK MARKETING PLAN
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Executive Summary
This report evaluates environmental factors affecting Gymshark. An assessment of an internal
and external environment is done to identify the business marketing objectives. The present
situation of the company is investigated using SWOT assessment. An external environment is
examined through the use of Porter's five forces and pestle analysis framework. The internal
environment of the company is reviewed by use of 7Ps of marketing mix, value chain analysis
and McKinsey 7S model. The report recommends that the company upsurge the product
portfolio and brand value to increase the market share and maintain competitiveness. Gymshark
concentrate on brands for individuals who need quality apparel that satisfies their expectation.
Therefore, the company should develop their brands, continue with digital marketing and keep
its direct marketing approach. It is recommended that the company hire qualified personnel to
sell and market their products. And by this, it will be able to achieve the goals of increasing and
improving market share.

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Table of contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Environmental and competitor analysis...........................................................................................6
Pestle analysis..............................................................................................................................6
Political.....................................................................................................................................6
Economy...................................................................................................................................6
Social........................................................................................................................................6
Technology...............................................................................................................................7
Environment.............................................................................................................................7
Legal.........................................................................................................................................7
Porters Five Forces.......................................................................................................................8
Internal analysis...........................................................................................................................9
The marketing mix (4ps)..........................................................................................................9
McKinsey 7S model.................................................................................................................9
Value chain.............................................................................................................................11
SWOT analysis..............................................................................................................................11
Marketing objectives.....................................................................................................................12
Segmentation, targeting, and positioning (STP)............................................................................12
Segmentation-demographic.......................................................................................................13
Targeting-differentiated marketing............................................................................................13
Brand positioning.......................................................................................................................13
The marketing mix (4ps)...............................................................................................................13
Product.......................................................................................................................................13
Price...........................................................................................................................................14
Promotion...................................................................................................................................14
Place...........................................................................................................................................14
Recommendations..........................................................................................................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
Established in 2012 by Ben Francis, Gymshark is an online gym clothing firm in the fitness
business. The enterprise has a different selection of gym outfits for men and women such as
leggings, vests, T-shirts, and Hoodies. With export sales of £30.8M last year equating to 128%
growth, Gymshark was rated 16th in the Sunday Times International Track 200 as among
companies growing its oversea transactions. Overall sales at the end of the 2017 financial year
are £40.5 million (Gymshark 2017). The Gymshark is recognised for its reasonably priced gym
kit for men and women. Trend-concentrated merchandises come in technical textiles with retail
costs ranging from £20 for T-shirts to £80 for parkas (Endole Suite 2017).
The company has been known as the fastest developing in gym gear in the United Kingdom
(UK). According to Gymshark (2017), the company has realised one of the incredible
milestones. The business started to link with YouTubers, Instagrammers and bloggers that wear
their clothes (Brusin 2016). The company has supported top global Instagrammers, Bloggers,
and Youtubers, with a joint following of 30 million (Gymshark.com 2017). The company's
background and user engagement are slightly distinctive compared to other retailers. The
company’s sponsorship is not merely about the sportsperson, but also how individuals can
positively impact others (Gymshark 2017). The sector is dominated by Nike and Adidas but has
lately seen the influxes of non-specialists into the market including H&M, Primark, Ted Baker,
Topshop, Boohoo, Whistles, ASOS, Superdry and all have style credentials and loyal consumer
following (Gymshark 2017). The paper will discuss the SWOT analysis, marketing mix which
can assist the company in identifying the marketing objectives. Thus, the main aim of this paper
is to find out marketing objectives which will help Gymshark grow and improve market share,
and also to have a competitive edge over its competitors.

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Environmental and competitor analysis
Pestle analysis
Pestle analysis framework evaluates the macro environment elements of the business.
Political
The company operating in the fitness business ought to conform to specific legislative rules to
assure it works legally (Collinson 2017). In the UK, there is respect for human and civil rights,
and the public sector is accountable and transparent. According to BBC News (2013), the UK
regime structured a drive “change4life" to increase the number of individuals to have healthy and
energetic lifestyle (BBC News 2013). By signing up to the program, families would get a
collection of healthy recipe. The administration strongly supports a healthy routine; thus, this is a
worth chance for Gymshark functioning in the fitness sector.
Economy
The political concern of Brexit can have a massive impact on Gymshark (Taylor Haux & Pudney
2012). The country leaving the EU could affect the importing services oversea, exporting
merchandises and strength of currency may be unstable which influence the business. In 2017,
fixed investment was the key driver of the development while household spending rose at a
slower rate. The government has been confronted by high debt and deficit, which has caused it
to limit consumption (Ferreira 2017). The economy continues to struggle due to static
development, and banking industry remains susceptible.
Social
UK residents enjoy standard living comparing with those of other industrialised nations. Years of
stable economic development have assisted in the growth of robust social infrastructure. The
nation's education and health care system rank highest in the globe. The regime is concentrated

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on advancing revenue inequality (Taylor Haux & Pudney 2012). Therefore, the company can
grab and utilise this chance to enlarge its market size.
Technology
A report reveals that there are 38 million active digital media handlers in the UK, which is
approximately 59% of its entire populace (Rose 2017). Facebook is the most utilised digital
channel with over 32 million users in the nation and age set of 20 to 40 years old individuals
being the most common user (Rose 2017).
As a result, this is an excellent chance for Gymshark to use the Facebook site to reach out to its
consumers more efficiently. By utilising Facebook analytical techniques, it would be easier to
check the outcomes and response from the users.
Environment
Users are noted to be spending more towards environmental-friendly brand such as organic food
and energy efficient appliances (Taylor Haux & Pudney 2012). All firms operating in the apparel
sector should reflect the significance of their carbon footprint. Therefore, companies
manufacturing sports apparel should avert heavy metals and embrace environmental friendly raw
material. Typically, this serves as an excellent opportunity for the Gymshark, as the generation
of sportswear is environmental friendly matched to other types of sportswear, and with this
competitive edge, the company could attract more potential users.
Legal
The legal structure in the UK is transparent, organised and efficient. Clothing sector generates
more than $250 billion yearly all around the globe (Cross 2017). Thus, the cloth firms should

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participate in the production routine taking into consideration that employees’ wages must be
comparable with local standards, and observe both employee safety and environmental matters.
Porters Five Forces
Competitive rivalry: the competition is very high as the sports and gym apparel sector is
saturated. With market leaders such as Adidas and Nike taking the larger market share, it is
crucial for the small firms to look for niche in the market for utilisation. As the fastest
developing enterprise in the UK, the Gymshark has created a solid base within the market but
require being aware of rivalry from competitors who offer the same merchandise with similar
branding (Hanson 2017).
The threat of new entrants: The risk of new competitors is high or moderate. Over the past years,
social media usage as increased as a means of endorsing products that has caused an influx of
new virtual gym apparel retailers. The increase in social media bloggers and Instagrammers has
built a novel avenue for entrance (Kell 2014). The sports clothes leaders such as Adidas and
Nike will still control the market, but, new contestants can still identify niches in the market.
The threat of substitute: High risk of an alternative exists in the sector as the launch of advanced
products from rivals may draw the focus of users. Gymshark should focus on creating attire that
deliberates the trends, demands, and traits of individuals (Gymshark 2017). Therefore,
concentrating on the users’ needs and proper pricing can equalise some of the current threats.
Power of consumers: In this apparel industry, users have high influence as there is a broad range
of selections and the capability to discover another substitute online at extremely less cost (PWC
Global 2017). Therefore, it crucial for Gymshark to build brands that user can associate with and
create brand recognition and association.

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Influence of suppliers: In the apparel sectors, the control of the suppliers is insignificant or low.
It is because the vast populace of suppliers minimises the effect of individual supplier demands
(Lambert 2017). Therefore, suppliers can be replaced without reflecting on the loss of quality or
increased price.
Internal analysis
The marketing mix (4ps)
Product Basic: cloth for gym fanatic
Actual: the distinctive substance and product
functionality
Developed: delivery support, scheme, and
product branding
price Market penetration strategy
Place Selective distribution channel
promotion Personal approach
people Employee supported by a key manager
Process Online order and acquisition
Physical environment Fitness sports business and social media
marketing.
McKinsey 7S model
The concept reviews an organisation’s marketing abilities from diverse viewpoints and also
assists in identifying a crucial task that would maintain or improve during the change process.

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Strategy It is a regular plan of activities structured to
warrant the victory of the organisation in a
manner that is sustainable and supportive.
System The company concentrates on online ordering
structure with user support
staff There are few staffs for maintaining the
internal function of the company
The firm emphasis on using ambassadors with
a massive social following
structure Top executive controls the company's project
decision
skill Specialised in personal approach, social media
communication and online selling
Shared values The central value for the company concentrate
on the progression, family, and idea
Style Young environment, and organisation leader
with a precise aim to realise its objectives

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Value chain
For the company to maintain healthy states, supporting activities such as technology
development and HRM should be continuous all the time. The primary processes in Gymshark
include the inbound and outbound logistics, sales and marketing.
SWOT analysis
Strengths Weakness
The company enjoys the stability of the
country (political) (Dunleavy 2017)
Has reasonable brand pricing compared with
competitors ( marketing mix)
Fast growing in terms of sales in the UK
Online promotion is done through social
influencers
Recognisable brand
Requires allocation of a certain amount for
research and development to innovate new
brand (threat of new entrants)
Substitute products are available in the market
(threat of substitutes)
Opportunities Threats
Government is encouraging a healthier lifestyle
(political)
Age between 20 and 40 using social media
(technology)
The present similar gym products (threat of
substitute)
Brexit- Economic uncertainty (economic)

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Marketing objectives
objective strategy Actions Performance
indicators
Time frame
Increase
profitability by
25%
Embrace
research and
development
Employ
specialised
researchers
Acquire a new
market and
increase the
market share
through
innovative ways
One year
Monetary gain
by serving an
increasing
demand
Sales and
marketing
techniques to
increase market
share
Hiring qualified
sales and
marketing
individuals
Acquire novel
market prospects,
and increase the
market share
One year
Build brand
value
Promotion and
communication
approach
Utilise new
media prospects
to create a brand
name, invest in
CSR routines
Improve and
maintain share
and growth
Three years
Segmentation, targeting, and positioning (STP)
STP is a model that outlines and evaluates routine of market segmentation. It is a technique to
find out how buyers within a market are divided and profiled according to several variables.

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Segmentation-demographic
The promotion approach utilised by Gymshark is demographic segmentation. According to
Godding (2017), Gymshark is targeting age set from 16 to 25 years old who are fitness addicted.
Targeting-differentiated marketing
User behaviour Description
Age 16-25 years (Kestenbaum 2017)
Gender Male and female
Consumer values To achieve self-esteem
Freedom
Exciting life
Fitness
Brand positioning
Brand positioning is a vital strategic decision along with product pricing. The company apparel
is designed for a comfortable and relaxed workout, permitting user for crucial performance.
Therefore, with an extensive range of women and men fittings, the company would be capable of
attracting more users.
The marketing mix (4ps)
Product
A product is perceived as an item that fulfills what a customer in the target market desires or
needs. The seller must also reflect the product mix (Kotler & Armstrong 2015). Gymshark can
enlarge the present product mix by increasing the number of brand lines. Therefore, Gymshark

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marketer should deliberate on product development strategies to acquire new market and
increase the market share through innovative ways.
Price
The price is the rate a client pays for the merchandise. The value is paramount as it defines the
business's return and therefore, its existence. Regulating the estimate has a profound influence on
the marketing approach, as it will frequently upset the demand and transactions as well (Kotler &
Armstrong 2015). The vendor should set a rate that matches the other components of the
marketing mix. Gymshark can still use penetration pricing to enter a new market or price product
lesser than the perceived rate in the existing market so that more individuals will purchase it and
this will upsurge market share.
Promotion
Promotion denotes all techniques of communication that a seller may use to deliver information
to many parties. The promotion includes basics such as public relations, advertising, sales
promotion, and personal selling (Kotler & Armstrong 2015). Since the company focuses on the
direct approach which allows collecting and acting on customer feedback; it can employ a
qualified sales and marketing person who will increase the brand awareness and recognition and
thus, increase sales and the market share.
Place
Place represents sites which are suitable for shoppers to access the merchandise. Various tactics
such as exclusive distribution, intensive distribution, selective distribution, and franchising can
be utilised by the seller to complement the other facets of the marketing mix (Kotler &

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Armstrong 2015). The company can continue with selection distribution method as it target
consumers who are fitness-addicted and well engaged in social media.
Recommendations
Through the examination an external environment, it is evident that Gymshark faces competitors
both from established brand and arrivals of non-specialist firms. Therefore, this report
recommends that the company should increase the product portfolio and value to increase the
market share and maintain competitiveness.
The report recommends that the company upsurge the product portfolio and brand value to
increase the market share and maintain competitiveness. Gymshark concentrate on brands for
individuals who need quality apparel that satisfies their expectation. Therefore, the company
should develop their brands, continue with digital marketing and keep its direct marketing
approach.
Conclusion
Gymshark is a firm that is fast building a name for itself through the innovation of goods and
funding social media influencers who assist market the brand. This report identifies both internal
and external challenges Gymshark is facing, and through the application of the appropriate
approaches and tools, it can realise its marketing objectives. The company three marketing
objectives includes; an increase in profitability by 25%, monetary gain by serving increased
demand and building brand value through innovation and hiring qualified sales personnel. The
above strategy will make company to maintain its competitive edge over its close competitors.

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References
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http://www.bbc.com/news/health-20914684#, [Accessed on May 3, 2019].
Brusin, D., 02 April 2016. Social media strategy brilliance by Gymshark. Create Revolt.
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2019].
Collinson, P., 27 May 2017. Tax in test: Do Britons pay more than the most?. The Guardian.
Available from: https://www.theguardian.com/money/2017/may/27/tax-britons-pay-europe-
australia-us#img-1, [Accessed on May 3, 2019].
Cross, S., 2017. Clothing industry & ethical aspects. Chron. Available from:
http://smallbusiness.chron.com/clothing-industry-moral-ethical-aspects-15220.html, [Accessed
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Endole Suite., 02 November 2017. Gymshark Ltd. Endole Suite. Available from:
https://suite.endole.co.uk/insight/company/08130873-gymshark-ltd, [Accessed on May 3, 2019].
Ferreira, J., 29 September 2017. United Kingdom GDP growth rate. Available from:
https://tradingeconomics.com/united-kingdom/gdp-growth, [Accessed on May 3, 2019].

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Godding, N., 27 June 2017. Gymshark: The global brand everyone’s talking about. Business &
Innovation Magazine. Available from: https://www.businessinnovationmag.co.uk/gymshark-
the-global-brand-everyones-talking-about, [Accessed on May 3, 2019].
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https://www.gymshark.com/blogs/news/1-million-orders, [Accessed on May 3, 2019].
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growth-agile-efficient-product-development-sourcing/, [Accessed on May 3, 2019].
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Kell, J., 25 December 2014. Athletic apparel: Outperforming the competition in 2014. Fortune.
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May 3, 2019].
Kestenbaum,R., 24 June 2017. This is how millennials shops. Forbes. Available from:
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Lambert, S., 04 October 2017. This UK-based company designs workout clothes that are nice
enough to wear in public. Business insider UK. Available from:

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May 3, 2019].
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https://www.pwc.com/gx/en/industries/retail-consumer/total-retail/total-retail-
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http://www.rosemcgrory.co.uk/2017/01/03/uk-social-media-statistics-for-2017/, [Accessed on
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Taylor, M, Haux, T, & Pudney. S, 27 June 2012. Can improving UK skills levels reduce poverty
and income inequality by 2020?. Joseph Rowntree foundation. Available from:
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