Marketing Mix and STP Model Analysis of Virgin Active

VIRGIN ACTIVE

TABLE OF CONTENTS
2. INTRODUCTION.......................................................................................................................3
MAIN BODY..................................................................................................................................3
3. Positioning...............................................................................................................................3
4. Four of the marketing mix P’s are used to reinforce positioning............................................4
Reflection of strategic decisions and theories.............................................................................6
5. The way company X evaluate the effectiveness of its marketing efforts................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

2. INTRODUCTION
Marketing mix refers to the various areas that focuses on the comprehensive marketing
plan. Marketing mix includes the common classification, that includes the 4Ps of marketing, this
refers to the place, promotion, price, people and product. Virgin active is a gym/ fitness
providing company. The report includes marketing mix, 4Ps of marketing and STP model of
modern marketing. The report also contains reflection of strategic decisions and its relation with
the theories or model. The report is consisted of analysis of the marketing mix and 4Ps of
marketing. The KPI system and social media comments also plays a very important role in
measuring the effectiveness of the Virgin active.
MAIN BODY
3. Positioning
STP (Segmenting, targeting and positioning)
STP(Segmenting, targeting and positioning): the STP is a marketing model, that help in
analysing the product offering and a method to communicate its benefits and value to the specific
group of people. This model is helpful in identifying the most valuable kind of customer’s
(Mun, Park, and Woo, 2022). By which they can develop products and marketing messages
informed to them. STP stands for:
 Segmentation of market: this refers to, segmenting the market as per the different groups
of people, such as on the basis of gender, age and behaviour,
 Targeting the customers: customers can be targeted through their income groups. Such as
high, average and low income group of people. This refers to the customized products for
different income group of customers.
 Positioning of product : this refers to placing of the right product at the place and right
time. A product should always be placed or positioned as per its need in the market, like
where the product should actually be placed in which location, at which time. In order to
reach its desirable customers.

4. Four of the marketing mix P’s are used to reinforce positioning
A marketing mix is a comprehension of 4ps:place, product, price, promotion. It is a
strategy to identify the position of the company. Marketing mix of the company define the
functioning of a company in competitive market. It is defined as the marketing tool that is used
by the firm to determine its objectives in the competitive market. The four Ps has been used to
know the concept which has been evolved to determine the concepts of person, process, and
physically evidencing a product.
The application of marketing mix will apply on the Virgin Active UK. The virgin active
is a company providing gym facilities to its customers. Its focus is on building the strength,
stability, stamina and soul. It has 1.4 million members across the world that are treated with care
respect and attention.
The marketing strategy of virgin actives covers the 7P's (Product, Price, Place,
Promotion, People, Process, Physical evidence) of the marketing mix. Several strategies like
product innovation, promotion planning etc. are used. Based on the marketing mix of virgin
active, these marketing strategies helps in achieving success.
Virgin active marketing mix and its strategy:
Product mix
The marketing mix for a fitness business is their services. For determine the marketing
mix of the fitness centre it is important to identify what kind of products and services they are
offering. The virgin active has created two groups for providing its services, the group in which
the club is divided are; YOUNG HEALTH GROUP, KIDS GROUP. The company is providing
its services on packages of one month, three months, one year. The customers are required to
choose their suitable as they like(Warrink,2018.). The packages are easy to be cancelled
whenever required by the customers. The strategy used by the fitness centre is risky but it is
proven to be successful for the health and fitness centre. The pressure to perform good and
provide better serves increases as there are options for the customer to walk out of the gym at
any time. These leads company to introduce new equipments that are not used by the other gyms.
And to indulge professional trainers to increase the proficiency of the gym.
Price mix