1ST SEM NMIMS DEC 2019 SOLVED ASSIGNMENTS Which celebrity

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Marketing Management
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 caf 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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