Pure Gym Marketing and Communication Plan

This marketing and communication plan outlines Pure Gym's strategy for launching a new youth gym. It explores the promotional mix, AIDA theory application, and feedback collection methods to effectively reach and engage young consumers. The plan emphasizes understanding target demographics, creating interest in the benefits of youth gyms, and driving action through trials and purchases.

Marketing and
Communications

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Promotional mix theory...............................................................................................................1
Target audience and the response...............................................................................................1
Channel.......................................................................................................................................1
Key message................................................................................................................................2
Storyboard...................................................................................................................................2
Marketing theory.........................................................................................................................2
Feedback collection.....................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Pure Gym is launching its one more diversification of youth gyms which will aim to
target younger group of the population. This document consists of marketing and communication
plan which the organisation will adopt to make people aware about its new bifurcation.
Promotional mix theory
Promotion mix consists of 4 elements which are advertising, public relations, personal
selling and sales promotion (Sagala, 2014). Pure Gym needs to use this theory in order to
promote its products to the potential buyers.
Advertising
It refers to using mediums like TVs, radio, newspaper, social media, etc. as a platform in
order to make more people aware about offerings.
Public relations
Main focus of this medium is on building image of company amongst people in the area
so as to motivate them to buy products (McKnight, 2014).
Personal Selling
It is just like door to door selling of products in order to enhance the sales.
Sales Promotion
Stimulating a consumer to buy products by various techniques like discounts, coupons, etc.
Target audience and the response
The primary objective is to target audience which is youth. This section of society is
keener about being fit and healthy as they are at growing age so exercising is beneficial for them
(Lovelock, 2011). So, the people who belong to younger category of age are to be approached by
the Gym in order to make maximum utilisation of offering which have been made by it. It will
get the best response as Pure Gym has made its set out according to young people's mindset
which will result as best technique to attract them in order to utilise what it have to offer.
Channel
Best channel for communication which must be used by Pure Gym is to have the most
effective response through social media (Boyer, 2011). As the number of youngster who uses
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internet is major in number which can be used by the company as a medium to promote its new
product.
Key message
The main message which organisation wants to transfer is about health and exercise
which is important to begin at an early age (Lovelock, 2011). Hence, Pure Gym has organised
youth gyms which aim at providing services to youth which will benefit the society as well
because work out is very important for contemporary lifestyle.
Storyboard
Marketing theory
The main objective of Pure Gym is to spread exercising in younger generation of
population (White, 2012). This can be achieved by using AIDA theory of marketing which states
that: Attention - Through advertising, youth will become aware about the gyms. Interest – By knowing the benefits of youth gyms consumer will become interested in the
product. Desire - Customer will develop a favourable attitude towards Pure Gym.
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 Action - Consumers will engage themselves in getting the services by taking trials or
purchase.
Feedback collection
Feedback regarding marketing and communication can be collected by conducting
surveys, interviews, etc. which will help in knowing the consent of people who are utilising or
who are aware of Youth Gyms by Pure Gym (Mullin, 2014).
CONCLUSION
It has been concluded by the report that Pure Gym is taking a very good initiative which
can be marketed by above illustrated ways to achieve the targets. The elements which have to be
used by Pure Gym to market its product have been justified in the above report. There is a
presentation of story board which have also been concluded by the above report so as to promote
the Gym and its operations. AIDA marketing theory have also been a result of this report to
include in marketing of Pure Gym's new strategy.
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REFERENCES
Books and Journals
Boyer, C., 2011. Social media for healthcare makes sense. Frontiers of health services
management. 28(2). pp.35-40.
Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.
McKnight and et. al., 2014. Marketing athletic clubs, recreation centers and country clubs:
Recruiting and retaining members using psychodemographics. American Journal of
Management. 14(4). p.60.
Mullin, B.J., Hardy, S. and Sutton, W., 2014. Sport Marketing 4th Edition. Human Kinetics.
Sagala and et. al., 2014. Influence of promotional mix and price on customer buying decision
toward fast food sector: a survey on university students in jabodetabek (Jakarta, Bogor,
Depok, Tangerang, Bekasi) Indonesia. International Journal of Scientific and Research
Publications. 4(1). pp.1-7.
White, P., 2012. Multimodality’s challenge to marketing theory: A Discussion. Journal
Multimodal Communication. 1(3). pp.305-324.
Online
Analysis: Five lessons retailers can learn from Pure Gym, 2017. [Online]. Available through
<https://www.retail-week.com/analysis/analysis-five-lessons-retailers-can-learn-from-
pure-gym/7020854.article>. [Accessed on 21st August 2017].
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