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School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for December 2019 Examination
Assignment Marks: 30
1. “Balwaan Gyms and Akhadas” is a new
enterprise started by two young fitness freak entrepreneurs Mr. Balraj and Mr.
Balbuddhi. Balwaan Gyms and Akhadas is a chain of gyms with a vision to make
everyone healthy. The company has already opened 15 Gyms and Akhadas across
five cities namely Mumbai, Bangalore, Pune, Delhi and Kolkata.
The gym has all modern facilities and amenities like
24*7 security, convenient parking, flexi hours, group Classes on fitness,
Personal Training, Private restrooms for males and females. The most unique
thing about Balwaan is that it also has all Indian style akhadas
where traditional body building is taught. Balwaan’s every store has a
healthy café where they serve traditional healthy food and drinks at extra
cost.
The membership fees for the same is 24,000 per
annum without a personal trainer.
The company has been relying only on word of mouth
for yearly memberships. The company has not undertaken any marketing promotion
campaigns for the same. The company is falling short of its expectation when it
comes to membership and revenues.
Assume the company has hired you as a Marketing
consultant and they want you to advise them on the following issues:
1. List and discuss the major bases for
segmentation of consumer markets. Explain the four variables in detail for
Balwaan. (10 Marks)
2. How will you promote the Brand Balwaan Gyms and
Akhadas online? Explain five platforms that you will use to promote the same.
(10 Marks)
3.a. Explain various levels of product with
reference to Balwaan Gyms and Akhadas. (5 Marks)
3.b. Which celebrity will you select as a brand
ambassador for the Balwaan Gyms and Akhadas? Explain the choice of your
celebrity with five reasons. (5 Marks)
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