International marketing

A PROJECT ON
MEMBERS:
 AYESHA CHOUGLE-06.
 PREETI DUSEJA-10.
 TAUHA KAZI-16.
 NAHIDA KHAN-17.
 ZAIBI QURESHI-32.
 WALID SURVE-40.

Domestic market
A domestic market is a financial market. Its trades are aimed toward a single
market. A domestic market is also referred to as domestic trading. In domestic
trading, a firm faces only one set of competitive, economic, and market issues and
essentially must deal with only one set of customers, although the company may
have several segments in a market.

There are certain limitations when competing in a domestic market, many of

which encourage firms to expand abroad. The main reasons why a business
would decide to expand abroad are down to a limited market size and limited
growth within the domestic market.

International marketing
International marketing (IM) or global marketing refers to marketing carried out
by companies overseas or across national borderlines. This strategy uses an
extension of the techniques used in the home country of a firm. It refers to the
firm-level marketing practices across the border including market identification
and targeting, entry mode selection, marketing mix, and strategic decisions to
compete in international markets. According to the American Marketing
Association (AMA) "international marketing is the multinational process of
planning and executing the conception, pricing, promotion and distribution of
ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives." In contrast to the definition of marketing only the
word multinational has been added. In simple words international marketing is
the application of marketing principles to across national boundaries. However,
there is a crossover between what is commonly expressed as international
marketing and global marketing, which is a similar term.
 Introduction
Gold's Gym International, Inc. is an international chain of co-ed fitness centres
(commonly referred to as "gyms") originally started in California by Joe Gold.
Each gym features a wide array of exercise equipment, group exercise classes and
personal trainers to assist clients.

Gold's Gym International, Inc.

Type Private

Genre Fitness

Founded 1965

Founder(s) Joe Gold

Headquarters Irving, Texas, U.S.

Owner(s) TRT Holdings

Website www.goldsgym.com

Corporate history
The first Gold's Gym opened in fall 1965 in Venice Beach, California. Dubbed "the
Mecca of bodybuilding", it was frequented by Arnold Schwarzenegger and
featured in the 1977 movie Pumping Iron.

The movie brought attention not only to the gym itself, but also to the world of
bodybuilding and physique in general. Jim Morrison of The Doors was also a
frequent visitor to the Gold's Gym in Venice. To this day, it is considered a
landmark in the bodybuilding subculture and has even achieved cult status in
1970, Joe Gold sold the chain.

Gold's Gym in Laredo, Texas.

Today, Gold's Gym claims to be the largest chain of co-ed gyms in the world, with
701 locations in 42 states and 30 countries. In India it has 45 location and
specifically in Mumbai 13. Gold's Gym has a membership of more than three and
a half million, split almost equally between male and female patrons. The
company also licenses its name to products such as fitness equipment and
clothing
The famous original Gold’s Gym logo, a bald-headed weightlifter holding a
barbell, was designed in 1973 by Ric Drasin, who was Arnold Schwarzenegger’s
training partner for four years. Gold's Gym's membership had included such
celebrities as Jodie Foster, Morgan Freeman, The Rock, Hilary Swank, Keanu
Reeves, Tiger Woods and Jessica Alba. To this day, the original Gold's Gym in
Venice is considered a sports landmark and is recognized by ESPN.com on its list
of the 100 most important sports venues. Gold's Gym opened its first international
location in Canada in 1985; the company has expanded its global franchising
program to include nearly 180 international gyms including operations in Russia,
Japan, the United Kingdom, Germany, Egypt, Mexico, India and Peru. In 2009, the
company opened its first locations in Spain, Poland and Venezuela.
 Cardio Cinema
Gold's Gym was one of the first companies to introduce the "Cardio Cinema"
concept, which is an actual movie theatre inside the facility with treadmills
instead of seats. Gold's Gym now has more than 50 cardio cinemas across the U.S.,
more than any other competitor.

TEAM PROFILE
GOLD’S is promoted by extremely well known entities: Valecha Engineering- led
by Jagdish Valecha, the Sun-n-Sand group- led by Rajesh Advani and G.
Ramachandran, who are all individually as passionate about fitness as they are
about the companies they lead. Istayak Ansari with his expertise in Management
skills is the Chief Operating Officer. Collectively they have been assigned as
master franchisers for GOLD’S in India and the neighbouring countries. GOLD’S
will go on to open branches in other locations in Mumbai, other parts of India,
Nepal, Bangladesh, Maldives, Sri Lanka, Thailand, Singapore and Malaysia.

The Promoters are well backed by a young and energetic team of extremely
knowledgeable and experienced personnel all trained to get the best out of an
aspiring individual. 
 Advertising
  Advertising is a critical component in promoting any business, and an area
that Gold's Gym has excelled in for nearly 43 years. Their track record of
effective, award-winning advertising campaigns has established Gold's Gym as
the most recognized name in the fitness industry worldwide.
They encourage all franchise owners to take advantage of this important aspect in
gaining a competitive business.

Training
Gold’s gym also provides training to their staff and every trainer has to complete
certification course of GGU to work in Gold’s gym. They are dedicated to
providing every Gold's Gym franchisee and his/her staff the skills necessary to
run a successful business. Gold’s Gym would provide an induction program
which would essentially cater to ideal business conduct in order to make it an
unqualified success story. The initial training would cover the product-based
services, the equipment and the methodology of analysis and customer service, as
well as the conduct of day-to-day operations. Any technology changes and
regulatory requirements would be communicated at the appropriate time to
ensure that the centres are quality-oriented path labs and have the ability to
create their pocket of influence in the vicinity.

Scope of work
Determining the optimum floor size of the gym. Identification, procurement &
mapping of gym equipment. Developing a system for allocation of equipments.
Recruitment of staff. Training of gym staff on the latest international training
modules in health and fitness. Training of staff on Gym  Management Software.
Gold’s will bring in latest development happening in the fitness industry globally
by constant up gradation of knowledge and training to the benefits of the users.
Gold’s will provide users of the gym with personalized training schedules. Gold’s
will conduct fitness assessment of the users on quarterly basis and will provide
them with goal driven fitness regime. Gold’s will conduct fitness related
workshop & lectures at the gym on a quarterly basis on Gold’s Gym global
standards of operation.

Management of Corporate Gyms

They undertake setting up & management of corporate gym facilities. They have
successfully setup & are managing gym facilities in major corporate houses in
India. They bring in 45 years of operational & managerial expertise in corporate
managed gyms.
 BUSINESS WITH GOLD’S GYM
 
Being the undisputed, worldwide leader in fitness for the past 45 years has its
privileges and they invite you to reap the benefits of their success. Gold’s Gym is
currently the fastest growing International gym chain in India. Gold’s Gym India
will be offering franchisee opportunities throughout India, Bangladesh, Maldives,
Sri Lanka, Nepal, Singapore, Malaysia and Thailand. The Gold's Gym franchise
program has been designed to give top gym operators and entrepreneurs around
the world the opportunity to benefit by representing the Gold's Gym brand and
becoming part of the strongest network in the $13 billion fitness industry
globally. Although becoming Gold’s Gym franchise owner is a serious
commitment, the rewards are immeasurable, including:
 Instant brand awareness.
 45 years of achievement and recognition in the fitness industry.
 Corporate support in planning your location and gym layout.
 Access to our network and club owners worldwide.
 Special values through the Gold's Gym National Vendor Program.
 Award winning national & international marketing and advertising programs.
 Gold's Gym licensed apparel sales through your Pro Shop.
 Continuing education through training programs featuring best-practices.
 Celebrity recognition and endorsements.
They are particular about their franchisees because they all contribute to their
success, one health club at a time. They are seeking only top visionaries who are
committed to raising the bar in fitness.
 Strength Training
This section is equipped with the latest VR and VR2 machines from Cybex, Precor
Icarian, and Nautilus USA, which isolate targeted muscles for more specialized
training. The location of the strength training machines is in such an area that all
members / guest entering the gym feel the vigor and vitality of the place, and feel
like working out.

The Free-Weight Area

The free weights area is judiciously located in a separate section, which exudes a
rough and tough ambience for serious bodybuilders. It has plate-loaded machines
where plates, dumbbells and barbells are from Jade and Ivanko, USA. The
dumbbells go upto 140 pounds
 Personal Training
Certified trainers are available to guide members through specialized programs.
Personal trainers guide, motivate and make sure the member adheres to their
program. The trainers are constantly updated on latest techniques through
visiting Gold’s Gym trainers.

Spinning Studio
A good form of cardio workout, the spinning studio is fitted with spinning bikes.
Spin away those calories to the rhythmic intensity of the instructor who guides
you through various programs to increase heart rate and condition muscles while
burning calories.
 Cardio
The Cardio Vascular Section has state-of the art machines comprising of
Treadmills, Recumbent Bikes, Elliptical machines, Arc Trainers & Rowers from
StarTrac and Cyber, USA. The machines are sleek, stunning and very user
friendly. The machines have TV’s mounted in front of them to give the exerciser a
view of local channels for entertainment.

Group Exercise / Aerobics

Group exercise incorporates dance and aerobics. Work out to the beats of
Hollywood and Hollywood music. Increases flexibility, balance, strength and
stamina. Improves muscle co-ordination and added grace in movement and
posture. Classes in Power Yoga, Cross Training, Cardio- Salsa, Bollywood Blast,
Kick Boxing, Taekwondo, Body Toning, Challenge, Classic Aerobics & step, Circuit
training, Functional training and Pilates Special classes for seniors and kids too.

 
 Massages
Experience bliss at our spa. Relieve those aching muscles with complete Body
massage, Back massage and Head massage

Juice Bar
Te juice bar is centrally located near the entrance to the gym. Keep their energy
levels high with healthy snacks and dietary supplements.

Travel Card
As per international standards they offer our members a Travel Card by which
they can use the Gold’s Gym facilities at all participating Gold’s Gyms for 14 days
per center in India & while travelling to another country.  

Transfer certificate
The Gold’s Gym membership can be transferred to another non-member if the
member cannot utilize his term. The new member pays a transfer fee and use the
remaining period of his membership. The membership is also transferrable to
another Gold’s Gym if required. The members pay an enrolment fee and a
difference in fee if any.   

Fitness Assessment and Testing

A full body fitness assessment including body measurement, body fat percentage
and blood pressure is conducted before the member starts his workout. Then
some tests are carried out to assess his physical condition. This helps the trainer
prepare a schedule card for him keeping in mind his fitness levels and goals.  

Steam Room
Separate steam rooms available complimentary to members. There are exquisite
locker rooms for ladies and gents to keep their belongings while they are in the
gym. Members are given free lockers, towels and hair dryers for their use.

Physiotherapist
Qualified physiotherapists visit the gym and offer professional advice to those
requiring medical attention.

Fitness Knowledge is not only for TRAINERS It’s

for EVERYBODY

Gold’s Gym India has launched India’s very first International Fitness
Management Institute-Gold’s Gym University (GGU). It offers certificate courses
in Fitness Management, Personal Training and Group Exercise Instructing.

Covering a spacious 400 sq feet area at the Gold’s Gym, Nepean Sea Road locality,
Gold’s Gym University covers a range of subjects to comprehensively address and
ensure the best international brand practices in India. 

These include:

 Physiology
 Kinesiology
 Sports injuries
 Nutrition
 Weight training and 
 Supplementations. 

The 2 month courses are monitored by qualified personnel of Gold’s Gym, and
also hosts guest lectures by the biggest names in the international fitness industry
with guaranteed internships and a firsthand opportunity to experience fitness

training from the world leaders in it.

Gold’s Gym University offers the most exciting and up-to-date education
pathway to gain industry leading qualifications as well as ongoing training in all
aspects of the fitness industry.

Why choose the Gold's Gym University Certified Personal

Trainer Program?

GGU is the only personal fitness trainer program which offers everyone low cost
tuition, fast test results and complete career development. Becoming a GGU
certified personal fitness trainer is everyone’s foundation for success. GGU is the
only personal trainer certification program that integrates a complete approach
to fitness, wellness and business skills. Make an investment in oneself and become
a GGU certified personal trainer.

SWOT ANALSIS

Strengths:-
o High quality equipments
o qualified and trained staff
o International presence
o Good brand value
o Celebrity endorsement

Weaknesses:
o Highly expensive

Opportunities:-
o Health consciousness

The demand for health care and fitness club is growing rapidly worldwide.
Increasing heart and obesity diseases are causing people to pay importance to
exercise.

o Large market few big players :

A large segment of market is still untapped. On the fitness industry

Threats:-
o Recession and economic downturn can slow down the growth of health clubs.
o New entrance into the industry with lower rates
Low cost offer from well established competitors
Low cost health care equipments availability for home exercises

Questionnaire
1. Introduction of your company?
 Originally started in California by Joe Gold.
 The first Gold's Gym opened in fall 1965 frequented by Arnold
Schwarzenegger and but it got famous in the 1977 after the movie
Pumping Iron and thereafter that it had no looking back.
2. How many branches does your company have in India?

 701 locations in 42 states and 30 countries.

 In India it has 45 locations and 13 specifically in Mumbai.
 The India chapter of Gold’s Gym started in 2002, when the first Gold’s
Gym India branch was set up at Nepean Sea Road, Mumbai. In the next few
years this number grew, and today Gold’s Gym has cut out for itself 18
gym facilities in various cities of the country in Mumbai - at Nepean Sea
Road, Bandra, Worli, Santacruz, Andheri, Chembur, Mulund and Vashi and
outside Mumbai at Chennai, Ahmedabad, Baroda, Surat, Bangalore, Pune,
Noida, Ludhiana, Kolkata, Jaipur, Jalandhar and outside India in Dhaka,
Bangladesh.

3. What is your marketing strategy? Which marketing

channel your company has selected?

 Use media such as door hangers, package inserts, magazines,

newspapers, radio, Television, email, internet banner ads, digital
campaigns, billboards.

4. Which advertising agency your company has tie-ups with?

 They have their own marketing department don’t believe in
outsourcing.
  Have their own graphic designers

5. Who is your current brand ambassador?

 Salman Khan
 Bipasha Basu

6. Who is your company competitor’s here and abroad?

 Talwarkars
7. What is your company’s pricing strategy?
 Full fledged gym – gym cardio, yoga, rock climbing, swimming (not all
gyms provide swimming)-50000 Rupees, Express model – cardio gym and
massage-32000rupees.
 Different pricing for different segment. Addiction adopted different
marketing strategies to increase its brand awareness and study the
consumer behaviour. It came up with different schemes which a person
can easily afford. After the introduction of these schemes the clientele again
raised to 305.

8. What kind of people your company target in Indian

market?
 A class people and B-C segment for cardio gym, massage.

9. What are the criteria for appointing your trainer?

 They provide GGU certification course for appointing trainer.
10. What is your supply chain procedure for equipments
in India?
 They have tie ups with Precor, Nautilus, Cybex so they deal with supply
chain for equipment in India.

11. Is there any difference in domestic and international

equipment?
 There is no difference in domestic and international equipment.

12. What is your company’s USP (Unique selling

proposition)?
 The company’s USP is its largest chain in the world.
 Hygiene factor.
 They provide along with membership towel, dryer, T-shirt, separate locker

to each member.

13. What is your company’s future prospectus?

 Gold’s gym future plan is to expand 100 gyms in India in 2 years. The plan

is 50 corporate and 50 franchisee.

14. Share your experience in Gold’ Gym?

 It’s an amazing experience working in gold’s gym for the last 4 years.
 CONCLUSION

WOMEN ARE WILLING TO SKIP OFFICE BUT NOT GYMS. MEN ARE AVOIDING DATES BUT
NOT GYMS.
RISE OF THE GYM CULTURE IS NO MORE ABOUT PHYSICAL FITNESS ALONE, IT’S
INCREASINGLY BECOMING A SOCIAL NETWORKING HUB FOR THOSE USING IT
GOLD’S GYM IS THE ONE OF THE MARKET LEADERS NOT ONLY IN INDIA BUT WORLD
WIDE . THERE ARE NUMBER OF CUSTOMERS
WHO ARE USING SERVICE OF MORE THAN ONE HEALTH SERVICE PROVIDER . BUT GOLD’S
GYM IS THE MOST PREFERRED BRAND ACCORDING TO ITS QUALITY SERVIVES ..