Service Marketing Report: Strategies for Pilates Studio's Growth

This report provides a comprehensive analysis of service marketing strategies tailored for Pilates Studio, a gym located in Anglesea clinic, New Zealand. It delves into the application of market segmentation to gain a competitive advantage, exploring psychographic, demographic, and geographic segmentation to identify and target specific customer groups. The report outlines competitive strategies, including the importance of skilled staff, diverse exercise offerings, equipment maintenance, and technological advancements, to enhance service delivery. Furthermore, it examines the development of a target market, suggesting complimentary services like 24/7 access, personal trainers, spa facilities, and nutritional counseling to attract and retain customers. Finally, the report investigates effective marketing strategies, such as online marketing, social media campaigns, referral programs, and affiliate marketing, to increase demand and promote the organization among potential clients. The report emphasizes the importance of adapting to customer needs and leveraging innovative techniques to achieve sustainable growth and market leadership.

SERVICE
MARKETING

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
1) Way to market segmentation to increase competitive advantages..............................................1
2) Developing services with the help of competitive strategies......................................................2
3) Developing Target market and providing complimentary services ...........................................3
4) Marketing strategies to increases demand of organisation among customers.............................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Service marketing provides the concept which refers to B2C and B2B that is services
provided by business to its consumers and business to other business explains services provided
from one business to other business(Bolton, 2019). Service marketing includes marketing of
services like financial services, telecommunication services, tourism services, health care
services, entertainment services, etc. Pilates Studio is a gym which is been established in
Anglesea clinic which is an health centre. The Anglesea clinic is situated Thackeray Streets,
Hamilton, New Zealand. The gym is handled and owned by Dennis and Samantha Reddy, they
were migrant from England and started business in New Zealand. The business earned goodwill
from 11 years and able and get many clients. In this report the case study will discuss the the
segments in which the company is able to attract more new clients. Further the competitive
strategies to develop business will be discussed. The study will be based targeting the customers
to provide them more services and attract them towards company. Last the techniques to improve
marketing strategies in the company.
MAIN BODY
1) Way to market segmentation to increase competitive advantages
The company can segment its business to get competitive advantages that will help the
company to further increases its productivity and create new clients by providing different
services that can help the costomers to get services of the company according to their needs and
requirements. The company can segment in various different areas which are explained below:
Psychographic Segmentation is based on the information in terms of psychographic
that are hobbies, habbits, habits, values, etc(Boonlertvanich 2019). According to the life style
Psychographic some customes are not free for the gym timing due to their specific reasons. The
company can segment and provide the customers 24 hours services which will make the
consumers to avail the facilities of the company any time. According to the values the company
segment to give best exercises that improves the health of the customer and satify them by
providing benefits to the customers in the society. Which create the reputation of the company in
the minds of customers and they are able to built the trust relationship with customers. According
to the attitude in psychographic segmentation the company can attract change the attitude of the
customers towards the company by giving best mental therapies to relex of the mind.
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Demographic Segmentation bifergate the market in the segment like age, gender, sex,
education, etc. According to the age the company is focusing on students and professional and
can provide them the services in less prices or can attract them by giving discounting
schemes(Budianto, 2019). And the company needs to attarcts 35+ customers so that they are able
to improve the their health by daily exersing which will incraese their life expectancy level.
According to gender the the company will focus morely on womens who want to be physically
fit and are more health concisious. Pregnant womens are also the segmented to attract the
customers for providing special exercise for the company.
Geographic Parameters describes the area within which the company will segments.
The company can segment custmers living within area of 20 miles of the gym. Which will make
easiers for the customers to acces the easily(Chaffey and Ellis-Chadwick, 2019).
Market Size the company segmented according to the facilities that can able to attract
many cutomers. The company opened its branches in different areas of market to cover whole
market so that it can able to get its potential customers. As the company can open more branches
in different localities near the market areas to get customers.
With the help of segmentation strategy the company is able to develop new product and
services according to the requirement of the customers. The company can expand the market and
overcome with the rivals in the market which will help the company to gain competitive
advantages in the market. In case study the company can also use segmentation strategy based on
income that can enble the customers avail the facilities within their income level like students,
professional, etc.
2) Developing services with the help of competitive strategies
Skilled Staff: The staff that Pilates Studio require as skilled employees in the company
the gym trainers should be skilled in providing different training to the customers as per the
requirement(Competitive Strategies, 2019). Like skinny customer needs to gain body weight,
healthier customers needs to loose the weight, pregnant lady needs different training exercises,
etc. The skilled trainer can guide the customers according to their specific requirement which
enables them understand the needs of the customers and get satisfaction from the
customers(Chitty, D'Alessandro and Gray, 2019). The staff in the company should able to handle
the changes can introduction of modern technology in the company. Which will enable the
employees in the company able to train its customers in the company.
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Different Exercises: The Pilates Studio should be able to provide different exercises
which able to fulfil the requirement of the customers(Murphy, Gretzel and Pesonen, 2019). The
company can provide sport based training like training to athlete, rowers, etc. the company can
generate innovative techniques that can influence the customers increase their will power for
exercising. HIIT can be provided by the company which will increase the aspects to develop in
the market.
Maintenance: Pilates Studio installed different equipment and technology that should be
maintained on the daily basis so that it can be durable for long time which will not create
inconvenience for the customers to exercise on equipment for which the customer is habitual to
exercise. The maintenance of equipment will reduce the expenses of the company for installation
of new equipment in the Pilates Studio.
Technology: As a gym company the Pilates Studio should able to install different
equipment which will help the company to train its employee with ease and the customer will be
satisfied by using modern and innovative techniques in the market for its customers. The trends
in the gym industries changes as the exciting and modern techniques are required to the
customers by installing modern equipment the customers get attracted towards the facilities that
are been provided. The education to the customers are given to operate the new equipment as it
benefits them to gain the knowledge about new technologies and get benefits for using these
technologies(Kumar and et.al., 2019).
With the help of using all the above competitive strategies the company will able to get
the competitive advantages fro the rival companies in the market the company can also provide
different packages for training provided to the customers like it can provide 6 month package, 12
month package,etc. The company can also provide schemes like discounting policies, one month
free trial packages, etc. The company can make changes in the services that are being provided
to customers like it can facilitate individual training to the customers. The company can take
feedback from the customers to improve the facilities which can give customer more satisfaction.
3) Developing Target market and providing complimentary services
The company can target to attract the different customers which can be students or
younger peoples. The company can provide special hours for the ladies and lady trainer(Othman
and et.al., 2019). The company expands its services in dancing which can be categorised in three
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class that is beginners, intermediate and advance. Some of the services which company can give
on the complimentary basis are explained below.
24/7: The gym can be made available to the customers for all day. Currently the company is able
to provide its services for five days in a week which does not make convenient for the customers
as the they are habitual to exercise daily (Rather, 2019). With the help of all day gym services
the company is able to make convenient for the to access the gym any time whenever they are
free fro their busy schedule.
Individual personal trainers: The company can provide personal trainer for the customers who
needed special attention for exercise or dancing, etc. currently the company is providing group
training which include the class of 20/25 clients due to which some clients are not getting
personal attention in their fitness training. When personal trainers are present in the company
they will help the company to create new clients for the company which will increases the clients
for group training also.
Spa and sauna services: spa and sauna as an complimentary services will create great impact on
the minds of customers as it will help their body when exhaustion of energy and muscles. The
bones and joints are required to be from the gym activities. With the help of massage and spa
services the body can easily recovered and releases the tension and stress from the minds of
customers(Solangi and et.al., 2019).
Nutritional Counselling: the company can provide nutritional programs which can help the
customers to develop the their proper nutritional diet plan. Which will help the customers to
become fit internally as well.
Saltwater pools: The company can provide saltwater pools to its customer which will make the
health of the customers better and able to make their skin and hairs healthier. Rather then
providing chlorine pools that had chemical which are harmful for the body of customers. The
company can provide training in aquatic classes like walk, swim, using water weights, etc.
Medical Monitoring free: the company can provide free medical help for assessing the health
of the customers which will improve the heart, circulatory system, measuring the weight, etc.
which enables to understand customers and trainer the percentage of fat in body.
Equipment variety: the company can provide different varieties of the equipment which will
help the customer to change their angle of movement which will make new muscles fibre,
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improving coordination,metabolism, increasing hardness of muscles. As change should be
visible for the customers and able to satisfy customers(Bolton, 2019).
4) Marketing strategies to increases demand of organisation among
customers.
Pilates Studio company has used promotional strategy in which the advertising technique
was used with newspaper(Unique Gym Services, 2019). The advertisement through newspaper
was done 2 to 3 times as the company was not regularly posting the advertises in the newspaper.
Which caused the company to attract less clients towards the company and the expenses of
advertising through newspaper make the company to invest less in the advertisement which was
drawback for the company. The promotion not done on regular basis causes the company to
spread less knowledge among the consumers about the services that are being offered by the
company to the people. The company can use other effective method for promotions(Chaffey
and Ellis-Chadwick, 2019).
Online marketing: The company can promote its services through online marketing with
the help of creating the website on the internet. Online marketing is cost effective as the it
require less cost in marketing. Through online marketing the company can provide brief
information about the services that company is offering like location, facilities, hours of the
company.
Social Media: Social media is the platform where the people across the globe are
connected to the each other. The company can attract different people from the other different
locations which will create new customers. The company can start different campaigns which
will influence customers to participate in the company for at-least once.
Referral Programs: if the company is able to provide best facilities and excellent
services to the members. The company can create referral program for gym to invite the friends
and family for the company. The company can implement the program with the help of building
mobile applications, referral cards can be given to others, referral can be done through emails
also.
Affiliate marketing: the company can attract people by set outside the membership
benefits for the company. This is great strategy to get clients from the near by locality. The
company can give incentive to the persons who can give reference of the company. It can be
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doctors, therapists, supplement providers, personal trainers, fitness apparel stores, etc(Kumar and
et.al., 2019).
Campaigns: the company can do various campaigns which will help the clients to gain
more knowledge about the product and services that are been provided by the company to its
customers. The company can set goals to track with the help of google analysis which can help
the company to monitor its success for the campaigns.(Murphy, Gretzel and Pesonen, 2019)
CONCLUSION
From the above report it can be concluded that services marketing plays key role in the
development of Pilates Studio. The company had gained reputation in the market around 11
years and now the company needs to develop the different competitive strategies which will
enable the organisation to get competitive advantages from its rival companies. The competitive
strategies that company can use are recruiting skilled and talented staff in the company, use of
advance technology and regularly maintenance of the training equipment of the company. The
company segmented market according to demographic segmentation, geographic segmentation,
size of market, etc. the best segmentation for the company is demographic segmentation which is
based on age, income, gender, etc. Further the study was based on the developing the techniques
and complimentary services which provides 24/7 services, personal trainers, spa and sauna, etc.
Last but not least the company used different promotional techniques. The best technique that
company can use is online marketing of the services of Pilates Studio.
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REFERENCES
Books and Journals
Bolton, R.N., 2019. Service timing: Designing and executing service in a dynamic environment.
In Handbook of Service Science, Volume II (pp. 13-33). Springer, Cham.
Boonlertvanich, K., 2019. Service quality, satisfaction, trust, and loyalty: the moderating role of
main-bank and wealth status. International Journal of Bank Marketing.37(1). pp.278-
302.
Budianto, A., 2019. Customer Loyalty: Quality of Service. Journal of Management Review.3(1).
pp.299-305.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chitty, W., D'Alessandro, S. and Gray, D., 2019. Services marketing. Oxford University Press
Australia and New Zealand.
Kumar, V. and et.al., 2019. Customer engagement in service. Journal of the Academy of
Marketing Science.47(1). pp.138-160.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing. pp.1-
12.
Othman, B. and et.al., 2019. The influences of service marketing mix on customer loyalty
towards Umrah travel agents: Evidence from Malaysia. Management Science
Letters.9(6). pp.865-876.
Rather, R.A., 2019. Consequences of consumer engagement in service marketing: An empirical
exploration. Journal of Global Marketing.32(2). pp.116-135.
Solangi, B. and et.al., 2019. Relationship Marketing as an Orientation to Customer Retention:
Evidence from Banks of Pakistan. International Business Research.12(7). pp.133-140.
Online
Competitive Strategies. 2019. [online]. Available through<https://m8group.co.uk/blog/a-great-
gym-can-add-value-to-your-built-to-rent-development/>.
Unique Gym Services. 2019. [online]. Available
through<https://www.kennedyfitness.org/about/unique-gym-services/>.
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