Shapes Active Lifestyle: Core Services and Supplementary Services

This assignment delves into the services offered by Shapes Active Lifestyle, including its core services such as ladies gym, gent's gym, swimming pool, aerobics studio, cross fit hall, squash courts, etc. Additionally, it explores supplementary services like kids' gym, outdoor gym, café, spa, sportswear shop, supplements, jogging track, nutritionist, sports injury & rehabilitation clinic, lockers, steam room, car parking, shower rooms, cash/credit/debit card payment, and more. The assignment also discusses Shapes' branding strategy, focusing on its market focus and brand strategy, which includes a long-term plan for the development of successful brand in order to achieve specific goals.

Miss Mehwish Jawaid
SECTION-H
Abeera Nauman 17U00495
Khawaja Ameer Hamza Tayyab 17U00401
Minahil Adil 17U00134
Minel Amjad 17U00552
Numra Zaheer 17U00123
2019
Services Marketing
Submission No.2

Shapes Active Lifestyle
1. Briefly introduce the company with its Core services and Supplementary Services.
The establishment of Shapes in the early 90s was inspired by the notable lack of
fitness facilities coupled with the lack of the required equipment. The club was launched
in the heart of Lahore and since then it has grown considerably in terms of member
strength, services and recognition. Therefore, Shapes is considered to be one of the
leading brands and largest chains of the health and fitness industry in Pakistan.
Currently Shapes has several branches in Pakistan, (Lahore, Karachi, Gujranwala,
Faisalabad, and Multan) tapping to the needs of different customers geographically.
Shapes provide individuals the opportunity to reach their fitness related goals,
targets and enhance active lifestyles. This is delivered through expert coaching, high
quality equipment, convenient scheduling and customized exercise programs. Fitness is a
lot like fashion. After some time it comes with some new trends. Similarly, Shapes did
not only focus on geographic expansion, but the organization also managed to keep up
with the changing fitness industry trends and the modern needs of its customers.
Although Shapes claim that is not designed for the upper or the elite class.
However, if we consider the overall charges and the fee structure for Shapes its high as
compared to the other gyms. Other than that, Shapes unlike other gyms do not offer any
sort of discount offers on regular basis and the charges mentioned are fixed. This reflects
that customers or members of shapes are less sensitive to price. For this Shapes claim to
differentiate itself from the competitors due to their quality of services. Which means that
the organization is using value based pricing.

Core Services
Ladies gym
Gent’s gym
Swimming pool
Aerobics studio
Cross fit hall
Squash courts
Supplementary services
Kid’s gym
Outdoor gym
Café
Spa
Sportswear shop
Supplements
Jogging track
Nutritionist
Sports Injury & Rehabilitation clinic
Lockers
Steam room
Car parking
Shower rooms
Cash/Credit/debit card payment
Q2. Draw a Flower of Service Identify the core and supplementary services it is offering.

1) Information: Shapes Provides information to its consumers through Brochures, Website,
Social Media Sites, Magazines and text messages. Providing information about all the
facilities they cater e.g Swimming Pool, Ladies Gym, Gents Gym etc. Also Membership
and registration charges and Club opening hours. Moreover Class timings and instructor
names are mentioned on the website, this gives an easy access to consumers to book
classes with the instructor they want. This is a part of the Core service they provide.
Shapes Fitness studio isn’t only giving information to its consumers but also their future
trainers who would like to start their career in Shapes. Qualification requirements and
criteria are mentioned on the site. Members receive text messages in case of any public
holiday or events at Shapes.
2) Consultation: Shapes having the best repute amongst all other Gym’s in Pakistan makes
sure their customers are satisfied completely. They have a Pre- Exercise Questionnaire
which asks the consumer if they have any health issues which could affect their fitness
plan. Training consultation with trainers is available, because each individual has
Shapes
(DHA)
Information
Website
Social Media
Magazines
Text Messages
Brochures
Consultation
Pre Excercise
Questionnaire
Trainers
Consultation
Nutritionist
Order-Taking
Website
Phone Calls
Reception
Hospitality
Cafe Service
Welcoming Staff
Hygienic
Environment
Spa ServiceSafekeeping
Valet Parking
Lockers
Exceptions
Kids Gym
Lifts
Billing
At the
Reception Only
Payment
Cash
Debit/Credit
Card

different fitness requirements and proper guidance from trainers maybe required. This is
part of their core service. However Shapes also provides Nutritionist Service, where diet
plans can be designed according to an individual’s training program and health. This
nutrition service is a part of supplementary service.
3) Order-Taking: Shapes allows consumers to book their classes through website in
whichever branch they want to and with an instructor of their choice. A visit can be
scheduled at Shapes by filling an online form. This service is provided to satisfy
consumers that shapes will provide them with the best of facilities. Classes can be booked
even through calls, and on the reception.
4) Hospitality: Shapes provides hospitality to their consumers through their Café services,
which is a supplementary service. Moreover the staff is welcoming and has a positive
body language. A hygienic environment is provided which boosts the confidence of a
customer to avail the service. Shapes DHA has a Spa service, where customers can relax
themselves.
5) Safekeeping: Fitness Centre has Valet Parking service, and they also provide lockers to
individuals who are there to avail the service. Both would be a part of supplementary
service.
6) Exceptions: Shapes DHA has kids gym which helps parents specially women to leave
their children there and have an effective workout routine, without stressing over about
their children. Lifts have been installed for old age people or the ones who have knee
issues and cannot climb stairs.
7) Billing: Invoice is only generated at the reception and payments can only be made on
spot, Invoices aren’t sent online or through email to members.
8) Payments: Payments can be made through Cash and Debit/Credit Card.
3. What kind of Focus and Branding Strategy is the organization following?

A focus strategy is where company decides to concentrate its resources on entering or
expanding in a narrow market or industry segment.
As Shapes is providing multiple services under one roof such as gym, café, pool,
cross fit, squash court, spa etc. which means that the organization is basically following
“Market Focused” strategy. Wide breadths of services are being offered by Shapes.
Although, a wide range of services are being offered but the target market of Shapes
would be individuals who are conscious about their overall health and physical fitness.
Which therefore, represents that the number of markets Shapes is serving are few or a
narrow market segment. Creating a focused strategy has allowed shapes to limit the
competition. One major factor that has led to minimization of the competition is the fact
that, Shapes is the only health club in Defence Phase 5 that is offering such a broad range
of facilities under one roof and the organization has the operational capability to deliver
each of the different services selected. Which as a result allows them to charge premium
prices. However, they need to understand customer purchasing practices and changing
preferences in each of the service consistently. As negative feedback or image of one of
the service can lead towards a perception in customers mind that the other services might
not be up to their desired level.
A brand strategy consists of long term plan or goals for the development of
successful brand in order to achieve specific goals. When a company has well defined
branding strategy, people know without being told who the company is and what it does.
Talking about Shapes, the organization focuses more on building long term
relationships with its customers. For that, Shapes falls under the category of “Branded
House” i.e. same name runs for the parent company and sub brands. Shapes specifically
do not have any sort of sub brands, it has branches and all the branches of Shapes in
Pakistan are running under the same name which is Shapes Active Lifestyle. The
advantage Shapes has of using this branding strategy is that marketing costs can be
reduced. Same brand name leads to brand loyalty and to greater success for future
offerings, as customers are more willing to accept change from brands they already trust.