Marketing and Communications: Pure Gym Case Study

MARKETING AND
COMMUNICATIONS

Table of Contents
PART 1............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction of an organisation..............................................................................................1
TASK 2............................................................................................................................................2
Analysis of Organisational structure of Company ................................................................2
TASK 3 ...........................................................................................................................................2
Modern management approach that could be used ...............................................................2
TASK 4 ...........................................................................................................................................3
Innovative strategic management objectives .........................................................................3
CONCLUSION ...............................................................................................................................4
PART 2 ...........................................................................................................................................5
INTRODUCTION...........................................................................................................................5
1. Promotional mix Theory ....................................................................................................5
2. Uses of promotional mix theory for selection....................................................................5
3. Target audience and their response....................................................................................5
4. Chosen Channel and its justification..................................................................................6
5. Key message to be deliver ................................................................................................6
6. Use of AIDA Marketing Theory .......................................................................................6
7. Feedback collection ...........................................................................................................7
..........................................................................................................................................7
REFERENCES................................................................................................................................8

PART 1
INTRODUCTION
Pure gym is one of the biggest fitness chains in the world which has more than 445,000
members who are currently affiliated with the organisation. There are more than 300 places
where its franchise is open. It is Britain’s largest chain that assist people in building a fitness. the
company has recently acquired another company with a name of LA fitness. The fitness
organisation is owned by private entity with a name of CCMP capital and various other investor.
After buying out their main competitor LA fitness in UK the company is said to be on path of
becoming one of the largest gyms in the continent.
TASK 1
Introduction of an organisation
Pure Gym is a chain of fitness clubs in UK. It is one of the largest gym of Britain nation.
Gym facilitates service of 24 hours in a day. It provides services of exercises, Fixed and free
weights, however such clubs do not have swimming pools or Saunas facility. It is planning to
have around 300 gyms clubs by 2020 (Smith and Zook, 2011). It has around 4,45,000 members
currently signed up and attracting youngsters, adults of different ages. The company also have
an app using which anyone can search for nearest Pure Gym club and make bookings for
exercise classes. Also members of club are given login code and password through which they
can take many advantages. The cost charged by such gym are usually less. Thus, it is rapidly
growing company in the sector of fitness. It is a private fitness firm founded in 2009,
headquartered in Leeds, United Kingdom. The club has presence in around 300 places and
operates in fitness and health club industry. It is an organisation which provides guidance and
assistance in fitness and health. People from every age from teenagers to adult are taking
facilities of such clubs. They have recently acquired its biggest rival LA fitness and on the
direction of becoming largest gym in United Kingdom. Managing such fitness clubs are not easy
for managers. They need to adopt different strategies and plans to deal with their rivals.
Retaining vast number of members and attracting new one is always a challenge. Now-a-days
technological changes also affected such firm in a bigger manner. Equipments are getting useless
due to introduction of new ones. Thus, to be competitive and dynamic is really important for an
organisation like Pure gym to always be profitable.
1