Effectiveness of Marketing Plan for Gym Shark

This report explores the effectiveness of marketing plan for Gym Shark, a top retailer of fitness apparel. It covers market segmentation, targeting, positioning, marketing mix, and budgeting for business development.

Marketing plan

Executive summary
In this report we are going to show the effectiveness of marketing plan for development
of a company Gym shark. Report includes market segmentation of products and services in the
basis of consumer demands. Use of different marketing techniques. Targeting helps to know the
customers for products and services. Positioning is also done for the competitors. Marketing mix
are one of the most important factors of marketing a product. Budget for marketing is cleared for
development of business.

Table of Contents
Introduction .....................................................................................................................................4
Marketing strategy ..........................................................................................................................4
Segmentation ..............................................................................................................................5
Overall alternative segments.......................................................................................................5
Targeting ....................................................................................................................................5
Value proposition .......................................................................................................................7
Positioning ..................................................................................................................................8
Marketing mix ............................................................................................................................9
Conclusion.....................................................................................................................................12
References .....................................................................................................................................13

Introduction
Marketing plan is required for each and every business for development at a large scale
that helps them to achieve their objectives at a large scale and develop their business. Marketing
plan is required to know the working of organization. Plan helps to engage customers with the
product and services of organization. Attracting customers is largely depends on the
effectiveness of the marketing plan of an organization. Marketing brings innovation in an
organization and to gain marketing advantage on their competitors. Report shows the
effectiveness of marketing plan of Gym shark. Gym shark needs to prepare marketing strategy
for development of their product. Use of market segmentation for development of product.
Targeting a particular market that helps organization to achieve their goals and objectives. Value
proposition needs to be done to analyse the effectiveness of products of a company. Positioning
related to competitor needs to be done. Marketing mix is done effectively for development of
business at large scale. Budget is prepared and controlled for smooth working of an organization
and achievement of their goals.
Marketing strategy
Marketing strategy is prepared for development of an organization for a long run.
Business needs to develop at large scale and for that they need to prepare an effective marketing
strategy. Marketing strategy helps organization to prepare their presence in a market. Gym shark
is an textile company provide fitness apparel and clothes and one of the top retailers of united
kingdom. Gym shark needs to prepare an effective marketing strategy that helps them to engage
large number of customers with their products and services. Marketing strategy helps to build an
effective relation with the consumers or update new technology to their product.
Segmentation
Segmentation means dividing the effective customers in a group. Segmentation help
company to bring out effective marketing technique for their products and services. Company
needs to target an group rather than an individual(da Silva & Las Casas, (2017).) . Grouping
helps Gym shark to put similar consumers together helps them to establish effective marketing of
their products and services. Market segmentation helps gym shark to reduce the chances of risk
towards their products and services. Segmentation helps organization to analyse the effective

buyers and put more efforts and resources towards those consumers. Gym shark needs to know
their customers as they are providing products related to fitness and for they need to segment
those customers who are motivated towards fitness and willing to buy their products and
services. Large number of people are not interested to workout or go to gym company needs to
segment those people.
Overall alternative segments
Gym shark needs to segment market on the basis of different alternatives. Alternatives
helps company to analyse market approaches and helps to prepare strategies to influence
consumers towards products and services. Company needs to segment market on the basis of
age, income, personality of each and every individual that helps organization to develop their
business at a large scale. Behaviour of employees also needs to be analysed to know the
effectiveness of product to influence consumers.
Targeting
Targeting means identifying an customers on the basis of their unique character. Helps
Gym shark to gain customer experience and develop their business at a large scale. Targeting
helps to increase brand awareness of products and services. Gym shark needs speak directly to
audience, needs to build customer loyalty, improve products and services that helps them to
engage customers. Targeting needs focus on the customers that helps organization to achieve
their goals and objectives.
Specific target segment
Geographic segmentation
Geographic segmentation for company is required to create target customer groups on the
basis of geographical boundaries(Lidstone, & MacLennan, (2017).) . Because customers needs
and preference is largely depends on their geographies. Analysing the culture and climate of the
customers regions helps Gym shark to prepare their advertising strategy.
Demographic segmentation
Segmentation on the basis of age, income, occupation, nationality, family. The customers
willingness to spend on a product is largely depends on their demographic segmentation. Gym

shark needs to analyse the income of their consumers and their ability to buy products and
services of a business.
Firmographic segmentation
Segmentation analyse the things like company size, number of employees that helps
organization to prepare the marketing plan for their organization.
Behavioural segmentation
Divides market on the basis of lifestyle of their consumers. Not every individual will like
to purchase gym accessories but some people who maintains their lifestyle have a large impact
on overall growth of business.
Psycho graphic segmentation
This segmentation have an effective impact on the growth of an fitness industry. The
values, opinions and interest of customers plays an important role in development of an
organization. People who care about their health and exercise have a large impact on the success
of Gym shark.
Target segment needs
Target segment helps business to engage large number of customers with the products
and services of an organization. Target segment needs to identify the customers of products and
services. Gym shark needs to develop an effective plan for overall growth of their business.
Targeting helps Gym shark to identify their customers in a market.
Create new product
Target segmentation helps Gym shark to create new products and services that helps in
overall growth of organization. Creating new product is largely depends on the wants and desire
of the customers and company needs to produce goods on the need of their targeted customer
segment.
Understand the audience
Target segmenting helps company to understand their audience(McDONALD, (2016).) .
Segmenting customers in different parts helps Gym shark to analyse the requirement and needs
of their audience and helps them to prepare different plans for their products to engage large
number of customers with their products.
Reduces budget

Target marketing helps Company to reduce their budget. After analysing market Gym
shark have an idea of their customers who wants to buy their products and services that helps
them prepare a market budget and only for those customers who are willing to buy their product.
Advantage over competitors
Targeting helps company to gain large number of customers. Attracting customers
towards the products and services of company helps Gym shark to gain an advantage over their
competitors. Due to effective marketing helps company to engage customers which helps them to
compete with their product.
Value proposition
Gym shark needs bring innovation in their products and services to develop and increase
their value in a market. Innovation helps company to make their product attractive to their
customers. Company needs to be more productive with less efforts for development of their
organization. Bringing innovation helps business to save money and develop new products and
services. Company needs to provide value products to the customers so that they are able to buy
those products and services. Company needs to offer product that able to influence their
consumers and provide value to the products and services of business. Value helps customers to
know why they buy products and services of the company. Company needs to communicate with
customers and provide them the feeling that their product is better than the product of their
customers. Value proposition helps customers to know the effectiveness of products and services
of a company. Gym shark value needs to be communicated with customers with the help of
effective marketing.
Positioning
Positioning helps Gym shark to influence their customers with their products and services
as compare to their competitors(Aslam, (2018).) . Market positioning helps Gym shark to
increase their brand awareness.
Determine company uniqueness
Gym shark needs to bring comparison between their as well as competitors company. The
company needs to identify opportunities for their business by bringing uniqueness in their

products and services. Gym shark needs focus on their strength and develop their product that
able to attract customers as compare to the products and services of their competitors.
Identify current market position
Company needs to identify their current market position that helps them to develop their
business in future. Bringing innovation in their products and services helps them to develop their
products and services as compare to their competitors. Market position helps Gym shark to
develop their business at large scale by developing new products and services for their
customers.
Competitor positioning analysis
Gym shark needs to analyse their competitors and their products prevailing in the market
and develop a plan according to that analysis that helps them to achieve their goals and
objectives. Company needs to identify the condition of market and the influence of their
competitors on market and customers. Analysing the products and services of competitors helps
Gym shark to develop their product more effectively as compare to their competitors.
Develop a positioning strategy
Company needs to analyse the situation of market, and their competitors product and
position in market. The opportunities for Gym shark to develop their business in a market all this
things are understand effectively to prepare a strategy for their product ans services to develop a
position in a market. Gym shark needs to analyse how their product is different from competitors
and ability of their company to position itself.
Marketing mix
Marketing mix is used to influence consumers to purchase the products and services of
the company. For marketing mix Gym shark needs to know all the working of their organization.
For that company needs to use an effective product at a right time in the target market.
Product
Gym shark needs to select right product that able to satisfy the demands of market.
Companies aim is to produce product that have a ability to satisfy the wants of an consumers. For
preparing a product company needs to make a proper research for their product in a market to
know the ability of product to influence customers(Smith, (2016).) . To prepare a product Gym
shark needs to analyse the requirement of their customers like they are providing products related

to fitness sector so they have to know how their customer use product, where they are using it, as
a fitness product company needs to provide different sizes and colours. Competitors product
needs to be analysed to develop their product effectively. Different features are given to products
that have ability to satisfy the needs of customers.
Price
Price is component which plays an important role for company because the decision of
buying and selling of product is largely depends on price of product. If price is too as compare to
quality then consumers will not buy those product. Pricing plays an important role in building an
image of product and brand in eyes of their customers. Gym shark needs to analyse the price of
their competitors and set their price according to that analysis. Gym shark needs to analyse the
cost of production of their product to set price, the value given by product to their customers.
Company needs to analyse the price at which consumers are easily attracted towards their
products and services.
Place
Gym shark needs to analyse the place or a market at which they are easily sell their
products and services that helps them to know their buyers. Company needs to have information
about their target market. Market needs to be analysed effectively like the products and share of
their competitors in a market. Place is decided so that consumer know that where they will find
the product, Gym shark needs to analyse different channels of distribution of their product and
services. Company needs use effective distribution strategy that helps them to gain competitors
advantage.
Promotion
Promotion is one of the most important function that helps organization to achieve an
advantage on market. Promotion helps business to build a brand awareness. For organising their
sales Gym shark needs to done effective promotion of their products and services. Promotion
helps them to engage customers with their products and services. Promotion includes advertising
of products and services. Company needs to know the time that helps them for effective
marketing of their product(Miller, (2017).) . The television ads are used to engage customers
with the product and services of a business. Company can use social media that helps them to
promote their products and services more effectively as large number of customers are using
social media.

People
Company needs to analyse their target market to know that effective customers are
available to develop their products and services. Gym shark needs to train their employees
effectively that helps them to achieve their goals and objectives. Effective training of customers
helps to work with full of their efficiency and helps in achievement of goals of organization.
Company needs to get feedback from their employees so that they are able to prepare strategies
to develop in the future.
Process
Process of developing product and transfer of product from company to the hands of their
consumers plays an important role in overall success of business. Process plays an important role
in development of business at a large scale. Gym shark needs to know that they have an effective
process to achieve their objectives. Working of a business is largely depends on the process they
are using for development of product.
Physical evidence
Gym shark is already developed their marketing presence as their parent company Gold's
gym is already a established name. Company needs to put less efforts to prepare a physical
evidence. Presence of a product and services of a company in a market is know as physical
evidence. If a company have an effective brand awareness in a market then they are able to
establish their business. Name of a brand plays an important role to establish presence and attract
customers.
Budget
Budget helps business to decide its overall working. Gym shark needs to set their budget
to market their products and services that helps them to achieve their objectives. Marketing
budget is need to be prepared for overall growth of a business in a market. Marketing budget
helps Gym shark to get positive results for development of their business.
Start with a marketing strategy
Gym shark needs to prepare their marketing strategy that helps business to achieve their
goals and objectives. Starting with the marketing strategy helps business to achieve their goals
and objectives(Da Silva & Mazzon, (2016).). Preparing marketing strategy helps business to
analyse how much they have to spend on marketing of their products and services. Gym shark

needs to know the activities of all the department of their business like sales team, marketing
team and executive team.
Set your marketing budget
Company needs to know their aim and develop their plan according to the requirement of
their business that helps them to achieve their objectives. After analysing marketing strategy
company needs to prepare the budget for their organization. Company needs to know how much
they are willing to spend in overall development of their product.
Allocate your marketing budget
After knowing the marketing budget Gym shark needs to allocate those budget in
different department according to the requirement. Effective allocation of marketing budget
helps business for their development at a large scale. Allocation of budget on print as well as
online advertisements. Effective allocation helps to save money for a business.
Implement a marketing budget plan
Gym shark needs to implement the marketing budget for that they require an effective
team that controls budget as well as helps marketing strategy for the business. Team needs an
effective skills and abilities for development of business.
Controls
Gym shark needs compare the actual results with plan they are prepared for marketing.
The analysis helps organization to improve their services and performance(Perreault, (2018).) .
Controls are used to meet the objectives of the business that helps in their development at a large
scale. Company needs to analyse the effectiveness of their marketing plan.
Monitor customer feedback
After preparing and implementing marketing strategy Gym shark needs to monitor
customers feedback so that they are able to know the effectiveness of their plan. Monitoring
helps to know if any drawback in the plan is available. Company can use social media reviews to
analyse the response of customers. The customer feedback helps company to analyse the
achievement of goals. After analysing customer feedback company needs change their plan
according to the research.
Target market sales

Company needs to analyse the sales of their product in a market so that they are able to
prepare an effective plan for their product after that analysis. Market sales help them to know the
effectiveness of their product to influence their customers towards buying their products and
services. Actual sales is compared with the marketing strategy to analyse its effectiveness and
requirement of any changes.
Budgeting and Monitoring spending
Gym shark needs to monitor how much they spend for marketing their product compare
to the budget they decided for their products and services. Monitoring spending is required to
save money for the business and help them to achieve their goals and objectives.
Market share milestones
Market share is required to know the effectiveness of marketing plan to influence the
customers of an organization(Le, (2018).). Marketing plan needs to be effective to develop
business at a large scale. Market plan and its effectiveness to establish a place for a product in a
market and ability of plan to develop their business at a large scale.
Conclusion
Report shows the marketing plan for development of business at a large scale and helps
organization to achieve their objectives. Report shows Gym shark needs to prepare an effective
marketing strategy for development of their business and use of those resources effectively on
development of business. Market segmentation is required to know the effective customers of
product. Targeting helps to analyse the market where company is able to sell their products.
Positioning helps to gain competitive advantage by analysing the products and services of the
competitors. Budget helps business to save their money and effective use of the budget helps
organizations to achieve their objectives.

References
Books and Journal
Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017). Marketing for hospitality and
tourism.
da Silva, E. C., & Las Casas, A. L. (2017). Sports marketing plan: an alternative framework for
sports club. International Journal of Marketing Studies. 9(4). 15-28.
Lidstone, J., & MacLennan, J. (2017). Marketing planning for the pharmaceutical industry.
Routledge.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Aslam, M. (2018). Marketing strategies for academic libraries in the 21st century. International
Research: Journal of Library and Information Science. 8(1).
Smith, D. J. (2016). North by Midwest Film Festival: A Marketing Plan for a Local Nonprofit
Organization (Doctoral dissertation).
Miller, K. K. (2017). Catholic School Enrollment: A Study on the Impact of a Marketing Plan in
a Catholic School (Doctoral dissertation, University of St. Francis).
Da Silva, E. C., & Mazzon, J. A. (2016). Developing social marketing plan for health promotion.
International Journal of Public Administration. 39(8). 577-586.
Perreault, W. D. (2018). Essentials of marketing. New York: Mc Graw Hill.
Le, T. (2018). A Strategic B2B Marketing Plan for the Indian Market: A Case Study of
Timetravels Incoming Ltd.
Verma, R. (2017). How can a digital marketing plan aid in the growth and development of an
online music production company?: Case Study: Ghost Beats.
Mueller, A. (2018). DIgital Marketing Plan for Finn-Korkki.