Celebrity Fitness India Pvt. Ltd. 1: Submitted By: Alolika Dutta p/mn/r/09/006 PGPBM (2009-11) ISB&M, Kolkata

Celebrity Fitness India Pvt. Ltd.
1
Marketing and Branding
SUBMITTED BY:
ALOLIKA DUTTA
p/mn/r/09/006
PGPBM (2009-11)
ISB&M, Kolkata.
International School of Business & Media, Kolkata

Celebrity Fitness India Pvt. Ltd. 2
SUMMER TRAINING REPORT SUBMITTED TOWARDS THE

PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN
BUSINESS MANAGEMENT
MARKETING AND BRANDING OF CELEBRITY FITNESS INDIA

PVT. LTD.
COMPANY: CELEBRITY FITNESS INDIA PVT. LTD.
PROFILE: MARKETING AND BRANDING
PROJECT DURATION: 15TH APRIL, 2010 – 15TH JUNE, 2010
PROJECT GUIDE: Ms. DEEPTI BAJPAI, MARKETING MANAGER

CELEBRITY FITNESS INDIA PVT. LTD.
LOCATION: JMD REGENT ARCADE,GURGAON,HARYANA
NAME: ALOLIKA DUTTA
E-MAIL ID: alolika.dutta@gmail.com
EN-22, Sector- V, Salt Lake City, Kolkata- 7000091
Tel: +91-33-66131600-02 Fax: +91-33-66131603
Website: www.isbm.ac.in

ACKNOWLEDGMENT
This summer internship project bears the imprint of many people:
I would like to express my heartfelt gratitude to Celebrity Fitness India Pvt. Ltd. for
providing me a golden opportunity to work with a reputed and an internationally acclaimed
health club.
I continually benefit from the wisdom of Mr. Steve Wesley Franklin (Managing Director,
India) for his support, encouragement and impeccable suggestions.
My overriding debt continues to be to Ms. Deepti Bajpai (Marketing Manager) for her
teaching contributions and reviews which helped in deepening my learning of management
and marketing. She being my mentor for the project has an important impact on my thinking
and has motivated me in all possible ways.
I am also grateful to entire team of Celebrity Fitness for the cooperation and the support
which made my project much more easy and fruitful.
I also owe a great deal to my college, International School of Business & Media, Kolkata
for nurturing all the qualities and knowledge in me and making my management programme
worthwhile.
I do owe considerable thanks to Dr. Pramod Kumar (President of ISB&M), Prof. Gautam
Ghosh (Director of ISB&M, Kolkata)& Prof. Samprit Chakraborty for helping my career to
get started my career and serving as positive role models. I acknowledge the invaluable
teaching contributions of my teachers who have been a source of inspirations for me and
continue to do so.
Last but not the least; my infinite thanks to all my colleagues, family members and friends for
their faith on me and interaction with them have always benefited me in every aspect.

TABLE OF CONTENTS
12 SUGGESTIONS 59
Chapter No. Subject Page No.
1
INTRODUCTION 5
2 COMPANY PROFILE 7
3 OBJECTIVES 8
4 STP ANALYSIS 9
5 MARKETING MIX 22
6 NATURE OF PRODUCT, PRACTICES AND 24

COMPITITORS
7 PORTERS FIVE FORCE MODEL 35
8 METHODOLOGY 36
9 COBRANDING 45
SWOT ANALYSIS
10 50
11 LEARNINGS OF THE ACTIVITY

52
13 FUTURE OF HEALTH INDUSTRY IN INDIA 60
14 BIBLIOGRAPHY 61

INTRODUCTION
OBJECTIVE AND ESTABLISHMENT OF THE COMPANY:

Celebrity Fitness is one of the fastest growing fitness conglomerates in India. Celebrity
Fitness, a million dollar investment was founded by John Franklin in 2003 has an exclusive
concept of health club. John Franklin known for his entrepreneurial capabilities & foresight
came with a very new concept of fitness centre with entertainment ambience and thus
Celebrity Fitness came to existence.
Celebrity Fitness marked its first footstep in Jakarta, Indonesia. It is presently working in
four countries-Indonesia, Malaysia, Turkey and India. The Celebrity Fitness all over the
world comes with three different themes as Celebrity Fitness V.I.P., Celebrity Fitness and
Celebrity Fitness Express. The Celebrity Fitness V.I.P. is made for the superior class or the
premium segment with a contemporary British India theme, the Celebrity Fitness is for
middle to high end customers and the last Celebrity Fitness Express with a South Beach
Miami theme targets the middle class individuals. The name was assigned “Celebrity Fitness”
keeping in mind that each member in the health club can exercise as if they are celebrities.
This concept of treating each member with at most care pictures the superior quality of
service Celebrity Fitness provides.
Celebrity Fitness joined its hand with Navis Capital in December 2007 as their partner and
there was no looking back for the duo to hit the market.
Celebrity Fitness is a chain of unique and premier health club all around. It promises a
healthy and balanced life to you. In a short span from its launch of services, Celebrity Fitness
is one of the most respected names in the Indian Fitness sector and has acquired an enviable
list of customers.

Celebrity Fitness follows 6 M’s of success-
1. MANAGE- your program by-

2. MONITERING- your progress, Keeping you-
3. MOTIVATED- to reach (Fitness Goal)

4. MAXIMISE- the structure and design of your program so it’s very simple to follow.
5. MOMENTUM- help give you the momentum to bright out the best in you.
6. MINIMUM- using the RRT System it will take effective time and effort to achieve
Fitness Goal, your trainer will explain which classes are the best for you.
Celebrity Fitness, after their successful establishment in Indonesia travelled to India and
cemented the first club in 2009 in JMD Regent Arcade, Gurgaon with 30,000 sq. ft. area in
a mall because the concept is to exercise while shopping and fun.
The company with the tagline “Ultimate Fitness Experience” created a new vista in this
sector and actually could put its tagline to reality and rest is history. The Celebrity Fitness has
long operation hours which helps the members to avail the club facilities according to their
convenience. Keeping in tune, with challenging times, hectic schedules and need of the hour
Celebrity Fitness is the ideal mix of relaxation and fun.
It Provides facilities & services for:
 Main workout area

 Cardio Area/ Theatre
 Group Exercises Classes
 Aerobics
 Yoga
 Rpm Studio

COMPANY PROFILE
NAME OF THE COMPANY: Celebrity Fitness India Pvt. Ltd.
FOUNDER OF THE COMPANY: John Franklin in 2003
HEAD OFFICE: Jakarta, Indonesia
MANAGING DIRECTOR, INDIA: Steve Wesley Franklin
PARTNERS: Navis Capital, Adidas (Apparel partner)
INDUSTRY: Service sector
MEMBERS, INDIA: 2500+
LOCATION: JMD Regent Arcade, Gurgaon.
MISSION:
At Celebrity Fitness we sincerely believe in the importance of fitness. Providing easy,

entertaining, and convenient methods coupled with quality service for our members to
achieve and sustain a healthy lifestyle is our ongoing mission.

OBJECTIVES
Practical learning is vital part in management training. The theoretical study is to put in a
proactive manner in the training procedure which helps to understand the concepts and
applications in a broader sense. I worked as a trainee in marketing with the company. My
foremost objective was for gaining maximum experience and exposure in the company. It
always was a goal for me to complete the given Projects within the time constraints and with
full efficiency.
Without the practical exposure one cannot consider himself or herself as a qualified capable
manager. During the training period a student learn through his own experience, the real
situation of the corporate world and to put the theoretical knowledge into practice. This
experience is very valuable for the student and plays a leading and an important role in the
career of the student.
Hence to fulfill this requirement, I completed my two months Training in Celebrity Fitness
India Pvt. Ltd ,
I covered areas in the duration of two - months internship, as follows:
 Promotion
 Corporate marketing
 BTL(Below The Line) Activity
 Branding
 Customer Relationship Management
 Responsibility as a Manager
STP ANALYSIS OF CELEBRITY FITNESS

SEGMENTATION STRATEGY OF CELEBRITY FITNESS:
A market segment consists of a group of customer who share a similar set of need and want.
Rather than creating the segment, the marketer’s task is to identify them and decide which
one to target.
Segment marketing offer key benefit over mass marketing. Segmentation consists of a group
of customer who share a similar set of need and want.
Celebrity Fitness has been known for its “unconventionalism” in dealing with various
activities of advertisement and promotion, identifying potential customers to the actual
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selling of the services. This organization stimulated growth in India by challenging many of

the conventional health clubs, fitness centers, spa house etc. Celebrity Fitness has segmented
the market on the following major criteria:
Geographic Segmentation: Celebrity Fitness cements itself in Gurgaon in December 2009

with a club in one of the busy area in the city.
Demographic Segmentation: Celebrity Fitness has also segmented the market based on the
demographic attributes of the customers such as age, gender, income group etc. The age
group varies from 15-50yrs; gender both male and female, income group varies extensively.
It segments from professionals to housewives to teenagers to young individuals.
Psychographic Segmentation: Different people have different value systems, varying

personality traits, beliefs, attitudes, separate self image and an altogether different way to
look at life (lifestyle). As a result their needs and preferences also differ, so Celebrity Fitness
categorizes its services accordingly like yoga, aerobics, RPM and meditation.
Behavioral Segmentation: Customers exhibit varying behavioral patterns towards different

products. Different customers have different perceptions about different products and hence
weigh the value derived from each product differently. Celebrity Fitness was quick to realize
this and hence provides its service to every customer according to his liking which ranges
from personal training to aerobics and much more.

TARGET GROUP OF CELEBRITY FITNESS:
Target marketing makes the promotion, pricing and distribution of your products / services
easier and more cost-effective. Celebrity Fitness also caters to a specific group as their target
group. The target group of Celebrity Fitness includes the A- A+ category which holds for the
CO RPO
young professionals, housewives, corporate, media houses etc.
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o Corporate: Gurgaon is a city where there are lots of people who are stressed out
with their hectic schedule and work pressure. Celebrity Fitness targets to such
individuals because of its ideal working hours and sound services to the need of such
consumers. As Celebrity fitness pictures a night club theme and the club is designed
for energetic people these corporate ideally matches the entity. Celebrity Fitness
targets this section because of the income level as well. Moreover, such individuals
are very conscious about one so they ideally fit into the criteria.

o Housewives: Usually, housewives have very less time to go out and workout and
thus they gain weight just being at home. Celebrity Fitness took an attempt to target
such ladies who cannot get time due to households. Time convenient classes, long
duration, customization makes them suitable for the target market
o Entrepreneurs: Businessmen are one of a kind who are very busy and does not get
much time to work out but fits into the criteria of A- A+ segment.
o Need: The target segment here is quiet different because need is the basic
requirement of a human being and marketing is all about creating need. Today as the
glamour industry is boosting up each and every individual wants to look perfect and
desires to have a great body. The self consciousness and the confidence in an
individual him brings him to a gym. Keeping this in mind, Celebrity Fitness hits the
emotional aspects applicable here. Until a service/product hits his senses or conscious
he will never buy it. So, Celebrity Fitness creates such needs and targets the sensitive
area of such people who have low self esteem, shyness etc. due to their body.

TOUCH POINTS FOR TARGET GROUP
Touch point is an interface of product, service & brand with customer and both with
non-customer. This majorly applies to Business-customer Market, it helps in creating brand
awareness and helps customer to keep in their top of the mind.
The diagram given below shows the brand touch points of customer:

Touch points are divided in different category such as:
Identity touch points:
Celebrity fitness uses this medium as touch points, this touch points includes ads, newsletters,
proposals & publications, such touch points helps customer to identify the brand and create
brand awareness. Since the club is just a year old, it is require using this medium rigorously.
It should always be kept in mind that while preparing print ads, television ads organization
should come up with innovative ideas. Thus, Celebrity Fitness gives ads on Suburb(a local
magazine in Gurgaon), articles in Delhi times etc.
Communication touch points:

In this touch point there are communication devices such as: emails, voice mails, public
speaking, networking, public relations, presentations and corporate voice. All this mediums
help organization to provide reliable data to the target group, which leads to easy conversion
rate. This touch points helps in proving the promises which is made in earlier stage. Celebrity
Fitness shoots mailers, organises events, presentations etc.
Experiental touch points:

In this touch point Trainer and operational staff needs to play a very important role. The
customer entering the Health club must get all the services which is entitled in the guidelines
of organization because when customer gets satisfied with services, it acts as a touch point.

Touch points can be classified on the basis of purchase
 Pre-purchase,
 Purchase,
 Post- purchase.
Pre-purchase:
Pre-purchase experience touch points represent the various ways potential customers interact
with a brand prior to deciding to do business with a company.
Pre-purchase touch point interaction are designed to shape perceptions and expectations of
the brand as well as heighten brand awareness and drive its relevance, while also helping
prospects understand its benefits over competing brands and the value it brings in fulfilling
their wants and needs.
The type of pre purchase touch points used by Celebrity fitness is:
 Word-Of-Mouth
 Public Relations
 Advertising
Various other purchase touch points can be use is:
 Research
 Sponsorships
 Celebrity Endorsement

Purchase:
Purchase experience touch points are those that move a customer from considering a
Company’s brand to purchasing a product or service and initiating a brand relationship. Main
objective of these points of interaction is to maximize the value that prospects see in offerings
and instill confidence that they have made the right decision in choosing the brand.
The type of touch point used by celebrity fitness is:
 Customer representatives.
 Customer need to walk-in to the store.
Post- purchase:
Post-purchase experience touch points come into play after the “sale” and maximize the
customer experience. Post-purchase experience touch points are to deliver on the brand
promise, meet or exceed customer performance and usage expectations and increase brand
loyalty. Celebrity fitness falls under service industry and it is very important that customer
get amazing experience after hiring the services. The promise made by the organization is
always fulfilled that is:
 It provides best ambience mixed with night club theme.

 It provides good services.
 Good trainers
The touch points can be introduced are:

 loyalty programs,
 customer satisfaction surveys

Executions of Brands touch points:
Strategic Expertise:
It is very important part for execution, in this we plan that what medium should be opted as a
brand touch points i..e the channel to communicate, target audience, viability of investment.
Celebrity Fitness targeted people who are having income of Rs30000+p.m, so they made
plan to set up touch points in mall, corporate houses etc.

Creative expertise:
These days each and every organization give their ads in various place, people come across
many ads in a day but only few catches their attention because of the good creative, so it is
very important for organization to come up with innovative creations.
Celebrity Fitness comes up with regular innovative creative for branding.
Execution Expertise:
After Strategic Expertise, Creative expertise Executional plays a very important role.
In this organization should see where the ads should be positioned so that message can be
reached to target group.
Celebrity Fitness executes the medium for the advertisement is Fitness Magazine, Times of
India, billboards in Malls with the maximum footfalls of A+ Customer.

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CELEBRITY FITNESS BRAND TOUCH POINTS CAN BE DIVIDED
INTO THREE CATEGORY

POSITIONING OF CELEBRITY FITNESS:
Positioning is the act of designing the company’s offering and image to occupy a distinctive
place in the minds of the target market. The main aim of Celebrity Fitness by positioning its
brand is to maximize the potential benefit to the firm. Celebrity Fitness with the tagline
“Ultimate Fitness Experience” positions itself as the only health club in India which
accommodates fitness with entertainment. This positioning of Celebrity Fitness helps to
clarify Brand’s essence, the goal it wants it members to achieve and how unique it is with
respect to other fitness clubs.
COMPANY TARGET GROUP BENEFITS VALUE PROPOSITION
Celebrity Fitness A-A+ Segment Entertainment, Fitness, Health club with a night club
Supreme services. theme with all facilities in
one roof.

Since our centre is accessible to middle and to high income group, and on the
axis of quality and price is will be placed as following:
Quality High Swa

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MARKETING MIX

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The marketing mix of Celebrity Fitness can be designed as follows:

PRODUCT- Celebrity Fitness caters health segment and thus it comes under
service industry. It provides health solutions with class and entertainment. Celebrity
Fitness, with 30,000 square ft. is the only club in India which provides all of the
facilities under one roof. The offerings of Celebrity Fitness can be categorized as:




Aerobics
Yoga
RPM( Rotation Per Minute)
RRT( Rapid Result Training)

 PLACE- Celebrity Fitness in India is situated in JMD Regent Arcade, Gurgaon

and is planning to grow further in an extraordinary pace.
 PRICE- The price strategy of Celebrity Fitness is crafted as:

Enrollment fees: Rs 1800
Happy hours: Rs 2888(8:00 p.m. – 8:00 a.m.)
General: Rs 3596 (all time accessibility)
 PROMOTION- Promotion is one of the backbones of marketing and gears up

sales, awareness, visibility and revenue for a firm. Celebrity Fitness practices many of
such promotional activities like:
MERCHANDISING: Printing of T- shirts.

BTL Activities.
Newspaper Ads on Delhi times, Hindustan Times.
Articles in Suburb (Local magazine)
Co- branding
Lead Generation
Sensory Marketing- The term defines the senses to attract like that of touch,
smell, visual, hear etc. like ambience of the club, aroma of the surrounding etc.
NATURE OF PRODUCT, COMPETITORS AND PRACTICES

NATURE OF THE PRODUCT
Celebrity Fitness is a service industry which caters premium segment of quality to its
members in the form of health club and bestowed with world class professionals working
with it. Celebrity Fitness provides a deluxe experience of keeping its member fit, slim, toned,
and energetic with different services like RRT, RPM, Aerobics, Steam, Sauna, Yoga etc. This
particular organization provides services through its health club and generates profits out of
it. The club helps its members providing different solutions depending on their necessities.
Thus Celebrity Fitness ranks at the top in this particular industry as a remarkable organization
which has complete fitness regimes with no compromises in its quality. The club has 30,000
sq. ft. area with 450 and above machines, steam and sauna bath, personal training
facilities, lounge, and an organized management team to regulate its functions smoothly.
Celebrity Fitness forays itself in Indian market as one of the leading health club.
The nature of the product at times has to be customized as per the

requirements like that of aerobics, personal training schedule, sessions etc. as per the
members’ convenience. The club works entirely for its members benefit apart from its daily
services it also gives special discounts and leisure’s to its members like that of free PT
Sessions, gym bag and much more. Since, Celebrity Fitness is in service industry so it is
very necessary for it to take supreme care of its customers and follow the customer-oriented
organization chart i.e.

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COMPETITORS: Celebrity Fitness being a very new venture to India has lot of
counterparts giving a continuous competition and a force of attack. It continuously has to
keep an eye on each of its competitors and has to answer its competitors repeatedly. Some of
the core competitors of Celebrity Fitness are:

GOLD GYM
Gold’s Gym started in Venice California in 1965, and soon became the hotbed for the
development of training techniques, equipment and nutritional concepts that formed the
foundation for the modern fitness revolution. In 1975, Gold’s Gym received international
attention when it was featured in the major motion picture, ‘Pumping Iron’. Gold’s Gym has
over 680 facilities. It is the largest international gym chain in the world..
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.

FITNESS FIRST
Fitness First Gym & Health Club started as a single health and fitness club in Bournemouth,
UK in 1992.
Since then, it has grown quite a bit - we're now the largest gym, health and fitness club group
in the world with more than 1.5 million Fitness First members in over 550 clubs worldwide.
In Asia Pacific alone, we have over 140 clubs! But we still keep that Fitness First one-health
club mentality - every single Fitness First member counts.
It has a motto at Fitness First that sets us apart – Real People, Real Results. We're proud to
say that more people achieve their health and fitness goals with Fitness First than at any other
fitness club.

POWERHOUSE GYM
Powerhouse gym India is brought to you by Q’s Fitness Studio. Q’s Fitness Studio was
started in the year 1999. It was in the year 2005 when Q’s Fitness Studio brought Powerhouse
Gym to India. Powerhouse Gym had a launch of its Indian operation on 26th November 2005
with state of art 6000 sq ft area facility at Concorde Co-op Housing Society, Ns Road No 10,
Juhu.
TALWALKAR’S
Established in 1932, Talwalkar’s Better Value Pvt Ltd (TBVF), commonly famous as
Talwalkar’s, is India's largest chain of health centres. It has 45 ultramodern branches across
major cities in the country, with 50,000 members.
Talwalkar’s' phenomenal growth can be attributed directly to the trust our customers have in
us, and the benefits they derive from our expert advice, personalized supervision, on-going

facility upgrades, result-oriented approach, and above all from Talwalkar’s' immense know-
how and experience in this field over 75 years of existence.
PRODUCT LIFE CYCLE
Celebrity Fitness, a new venture to India is in between Introduction and Growth phase. The
company came to India last year and introduced itself with huge promotional ideas. It has low
sales growth, profits non-existence because of the heavy expenses on marketing and
promotion. Gradually, there is a market acceptance and substantial profit improvement.
Promotional activities are on a pitch, brand awareness taking a pace and gradually market
share increasing.
Celebrity Fitness is capturing the market in growth phase. Thus, Celebrity

Fitness being in the Introduction Phase and Growth Phase shows a high scope in India and
sees a future. Out passing other fitness centre in a rapid pace, Celebrity Fitness is turning its
path to Growth Phase with a maximization of profits and heading to the largest club in India.
Sales
Celebrity Fitness
Time
Introduction
Growth
Maturity
Decline

PRACTICES:
Celebrity Fitness offers number of services and facilities to its members. There has been no
compromises with its standards and continues to have an ultimate customer loyalty. Some of
the practices of the club are as follows:
Aerobic, meaning ‘with oxygen’. Aerobic workouts increase lung capacity, strengthen the
heart muscle so it takes less energy to pump blood through the body, and improve overall
endurance and health.

Aerobic Benefits:
 Increase your stamina and reduce fatigue, refreshes, and mood smiles.
 Aerobic exercises stimulate your immune system, leaving you less susceptible to minor
viral illnesses, such as colds and the flu.

 Reduce health risks such as obesity, heart disease, high blood pressure, stroke and certain
types of cancer.
 Manage chronic conditions. Aerobic exercise helps lower high blood pressure and control
 Aerobic exercise keeps your muscles strong, which can help you maintain mobility as you
get older. Aerobic exercise also keeps your mind sharp.

RPM(Rotation Per Minute) is a 50-minute indoor cycling class based on outdoor

riding. You ride to inspirational music over the equivalent of 20-25 kilometers of varied
terrain.

RPM Benefits:
 Increase your cardiovascular fitness, burn fat and tone and shape your legs, hips, and
butt.
 Increase leg strength and muscular endurance without building bulk.
 Burn up to 600 calories in a normal 50-minute structure (RPM™ (why TM?) has been
proven to burn up to 800 calories in one hour).
 Release endorphins to give you that natural high and leave you feeling fantastic.


Yoga focuses on harmony between mind and body. The word Yoga comes from the Sanskrit
language and means ‘union’ or ‘merger’. The ultimate aim of this philosophy is to strike a
balance between mind and body, eventually attaining self-enlightenment. To achieve this,
Yoga uses movement, breath, posture, relaxation and meditation in order to establish a
healthy, lively and balanced approach to life.

Yoga Benefits:
 Brings down stress and enhances powers of relaxation.
 Boosts physical strength, stamina and flexibility.

 Bestows greater powers of concentration and self control.
 Intensifies tolerance to pain and enhancesg mental clarity.
 Improves blood circulation.
 Cleanses and improves overall organ functioning.
CLASS DESCRIPTION:
The Ultimate barbell class that guarantees muscle tone and

endurance. The fastest way in the universe to get a
conditioned muscle tone. A fantastic, different and serious
work out that leaves you feeling great!
The world’s most popular pre-choreographed martial
fitness program, combining martial taichi, karate, and kick-
boxing. Non contact, fierce, energetic hi-impact fitness.
Fight your way to the level of fitness you demand with one
intense FUN class!
Les Mills ‘Rock Concert on Wheels’ The Ultimate group
cycling experience. Choreographed using motivational
coaching techniques to give you a completely safe calorie
burning program to improve your cardiovascular strength.
Calls upon the ancient art of Hatha Yoga, Pilates & Tai Chi
as the perfect antidote to the stress of modern day life.
Body Balance loosens & strengthens your muscles,
improves your posture, flexibility & teaches you valuable
relaxation techniques.
Develop your mental and physical potential, nourish
yourself with a simple practice of the basic yoga postures.
Unlock the hidden power of your mind through yoga.
Explore the benefits of positive thinking and discover
within yourself a broader sense of purpose.

A mixture of ballet exercise, jazz & yoga this class helps

you to improve posture & increase flexibility.
Feel free, peaceful and young! This class will increase your
flexibility .Watch your body obtain a complete
transformation, the stretching prevents injuries & relieves
stress. Come and achieve balance of mind, body & soul.
Low impact aerobic class that focuses on FAT burning,
includes cardiovascular training & flexibility improvement.
This class is a blend of Hip Hop, Locking, Popping,
House, and Funk. Get your soul jammed! Improve your
cardiovascular conditioning.
Warm up your body through Latin moves, sweat away your
stress, power up your strength and improve your
cardiovascular conditioning as well.
An energetic upbeat aerobic movement with dance
elements, this is a dynamic pure cardio workout. Low to
high impact and high intensity.
TRAINERS
Celebrity Fitness is very particular about the services it provides. So, it also wants it trainers
to be the best of the industry. Celebrity Fitness is the only club which caters international
trainers like TONI GIANNI, JULIANNA, JAZ LEE. Besides this other trainers also have to
go for basic training like RRT(Rapid Result Training), Senior RRT, Master RRT etc.

PORTERS FIVE FORCE MODEL
PORTERS FIVE FORCE MODEL
It is an important phenomenon to regulate the market and helps to know the Performa of the
threat. Celebrity Fitness also has such threats coming across:
 Potential entrants- The new and the existing fitness clubs emerging which caters
same target group is a threat to the club like that of Talwarkar’s, Fitness First etc.
 Suppliers- The organizations which are support system of Celebrity Fitness also
need to be regulated like that of printing firms, brokers, maintenance etc.
 Substitutes- Therapies like reiki, hydrotherapy, and deities’ etc. marks as
substitutes to the club.

 Buyers- Due to competition in the market, customers have number of alternatives

which again is a threat to the club.
METHODOLOGY
The project comprises of marketing and branding of Celebrity Fitness in every respect
possible in and around the city Gurgaon, Haryana. Since the company is new to India, brand
awareness was of foremost importance. While the continuation of the project we came across
many of situations, hurdles, insights which were remarkable and provided learning in a varied
manner. The project was as follows:
 Celebrity Fitness, being a very new MNC to India the best way we could figure out to
promote and increase sales was to create brand awareness among the individuals in the
city. People were not much aware about the club, the services it endorse, the quality and
the ambience, so it was comparatively tough and time consuming job. As Celebrity
Fitness targets to A – A++ category, it was necessary to keep in mind during the project
that the walk –ins coming to the club due to the promotional activities must be of that
segment and should turn fruitful to the organization. A plan was inculcated for the brand
awareness program to run successfully with the ideas to be generated during the various
marketing activity to be conducted
 BTL ACTIVITY (Below The Line Activity)
BTL activations can be strategically or tactical in nature, depending upon the type of
activation. BTL activations are most commonly used for sales promotions, branding,
product launch, expansion, lead generation. Marketers have different objective for
different activities. BTL in marketing is considered one of the most effective tools of
product promotion. BTL-events allow not only to create positive image of the
company, to get acquainted the customer with the product, to get interested the
prospects in product purchasing, but also helps to provide all necessary information

on terms of purchase, using and storage of product/service. Visual presentation of a

product increases customer loyalty and allows for increasing product sales volumes.
 The activity was done to achieve sales, awareness customer retention, customer
acquisition, brand visibility etc. The project thus mainly focused on conducting of such
activity to fulfill the purpose. The activity was as follows:
 Setting up of a canopy- The idea of the activity was to set up a canopy of

the organization at suitable places and interact with people in the surrounding,
collect their contact details i.e. Buddy Reference(BR) and tell them about
Celebrity Fitness, its specialty, core competencies and the offerings its providing
during these activities.
 Coupons- 14 days of free trial to the health club and avail any of the facilities
in the club. This will improve sales revenue, brand awareness, walk ins to the
club. This acts as a duo- sales promotion as well as branding. This creates a great
opportunity to people and they get attracted to the offer and the target of the club
is achieved. The 14 days free trail of accessibility to the club provides a customer

delight and a good name as well for the club.
 Interaction with the individuals- While distributing the coupons, we got

an opportunity to interact with number of people which was the motto of the
activity and helped us to know about their preferences and contact details.
 Queries- Solutions- Many people had a misconception about their health, club
and the services which were taken care off during the interactions.

 Health Evaluations- BMI (Body Mass Index) test was conducted which
helped to know the visitors their body- weight ratio and other health tips. This
particular test helps in management of obesity, under nutrition and metabolic
syndromes.
The BTL Activity was done in organized and unorganized market which had
completely different outcomes-
 Organized Market- Organized Market was much more composed,

systematic and process oriented. The organized market we targeted was
Pantaloons which also looks towards upper to high income group. Being
similar target group Pantaloons was ideal for such activity. The results of the
activity were quiet satisfactory as the BR’s collected were of decent standards
as the footfall was good and in a pleasant manner.

 Unorganized Market- Unorganized market where the activity was done

was- sector 14, 56, and 32. The scenario of unorganized sector was very
different from organized sector like that of there was no such decision making
authorities for the permission, no co ordinations required beforehand. Only
thing was to deal with the local shopkeepers and the control authorities.
Moreover, the crowd collected was of varying income groups, standards,
culture etc.
Segregating the potential customers from the unorganized market was
comparatively tough than the organized sector.
 CORPORATE MARKETING
Gurgaon is a city consisting of number of corporate houses, manufacturing units,

head offices and most of them are multinational companies, so pitching them for
turning them as members will be beneficial for the club as well these houses and they
also fulfills the criteria of the organization’s target group. Corporate Marketing starts
with the decisions of which companies to be targeted. As Gurgaon is packed up with
innumerable companies, it was necessary to watch out and filter the organizations
which were fruitful for us. Keeping this in mind, a procedure was followed as:
 Collection of Database- The list of the companies to be targeted, information

of the company, concerned person to talk with are some of the crucial activities
were done.
 Cold Calling- Cold calling was done to get the above information and it was
seen that the Human Resource (HR) / Administration Department was the

concerned authority to deal with. Appointments and meetings were continued for
corporate deals and conducting of BTL activity in corporate houses.
The term 'below-the-line' promotion refers to non-media communication, even non-media

advertising. In other words BTL activities are all forms of promotion other than advertising –
direct mails, exhibitions, sales promotions, branding, merchandising, personal selling,
packaging, public relations. BTL activity helps in interacting with customer one-on-one and
also resolving their quire with personal touch.
BTL in marketing is considered one of the most effective tools of product promotion. BTL-
events allow not only to create positive image of the company, to get acquainted the customer
with the product, to get interested the prospects in product purchasing, but also helps to
provide all necessary information on terms of purchase, using and storage of product/service.
Visual presentation of a product increases customer loyalty and allows for increasing product
sales volumes.
EFFECT OF BTL ACTIVITY

INTERACTION PERCEPTION
. MEASURABILTY
 Perception – The extent to which a consumer feels that he or she is engaged as an

active participant in a marketing dialogue, rather than a target of an aggressive direct
sales or branding effort.
 Interaction – The extent to which consumers are empowered to respond to marketing

communications via preferred channels that are both convenient and accessible.
 Measurability – The extent to which a marketer can track the results of an individual
initiative, determine commensurate return-on-investment and adjust future campaigns
to provide for an enhanced chance of success.

CORPORATE DEAL- The companies with which we planned further to have a

corporate deal were Maruti Suzuki, Perfetti, Information Mosaic, IREO, Cargill Foods.
These all MNC’s were interested in corporate deal i.e. a kind of commitment between the two
which is beneficial for the two. Celebrity Fitness promises some of the discounts and
vouchers if the other party offers a committed membership of certain individuals. The
corporate discount chart is as followed:
Corporate
Deal
no of discoun amount
employees montly fee t (Rs)
10 to 19 3596 15% 3057

20-29 3596 18% 2949
30-39 3596 20% 2877
40-49 3596 23% 2769
No
enrolment
Fee for 50
Commitme
50-59 3596 25% 2697 nt
Other corporate houses which we catered for just increasing sales and membership
irrespective of corporate deal were Whirlpool, Adidas, Future group, Tec nova,
and Skoda. Same BTL Activity was performed in each of the corporate houses and
the results were proved to be beneficial for the club.
ADVANTAGES OF BTL ACTIVITIES

 Activity is very much interactive
 Targeted to individual consumers, based on their expressed needs and preference
 Establish one-to-one relationships between consumers and organization

 Short term incentives to increase sales and create brand awareness
 Customers can have a sense that what will be return on investment
 Act as a publicity
 Helps in creating top of the mind recall
 Helps to convey the mission & vision of the organization
 Disclose the interest level of the customer(interested or not interested)
 Objectives is achieved at lowest costs
DISADVANTAGES OF BTL ACTIVITIES
In corporate offices:
 Busy schedule of employees

 Employees suffer from mental stress so at times they ignore
 It’s time consuming, due long process orientation.
 Less time to interact with employees
 Space provided in the corporate office is compact.
In market place:
 An increasing number of people have become averse to BTL activities
 People not ready to give their number, due to unwanted call
 As the club is situated in Gurgaon, while covering local activities we come across
people who do not reside in Delhi.
 Customers are not willing to interact due to personal stress
 Excessive of activities done by other organization, leaves negative impact.
 Tackling of customer who falls out of the target group.
COBRANDING
Co-branding is a brand management tactic that brings together two or more brands, creating
a stronger brand presence than can be provided by either brand alone.The rise of cobranding
is very huge in these times, with its culture of networking and partnerships.

Co- branding is joining hands with other brand so as to enjoy the goodwill of the other brand.
Co-branding can provide benefits to the involved businesses by enhancing product or service
exposure to consumers, marketing new products and services, and making consumers or
clients aware of the core competencies of each enterprise. Co- branding is also known as
brand partnership. It is a very new concept of marketing which creates a synergy between
the two brands. Celebrity Fitness also took an attempt to initiate this concept:
 Adidas
 Blue Eyes
 Odyssey
 In vogue
 Spa evanthe
 Rajdhani
ADIDAS:

It is our official global sponsors; we are having co-branding with them which helps both
celebrity fitness and adidas to market their brand by cross marketing and use each other
goodwill.
The offers provided by ADIDAS to us are:
 15% discount on the purchase of adidas product worth Rs.1000/-(for members)

 30% discount on the purchase of adidas product worth Rs.1000/-(for employees)
 Sippers of worth Rs.450 to the members who is purchasing 24 RRT(raid result
training) sessions.
BLUE EYES:
It is one of the happening clubs in Gurgaon which attracts party lovers to spend their time.
The club is situated in Sahara Mall, Gurgaon.
The offers provided by the Blue Eyes:
 Free couple entry

Or
 25% off on Food and Beverage
THE ODYSSEY:

It is one of the best Night Club in Gurgaon, Which attract Elite class gentry situated in Sahara
Mall 3rd floor, Gurgaon.
The offers provided by the odyssey are:
 Flat 15% discount

Or
 Get 1st body message and avail 30% off on next Message(Or second person
accompanying)
INVOGUE:
Invogue is a unisex beauty salon which is situated in Grand Mall, Gurgaon. Target
audience in this group is A+ Customers.
The offers provided by are:
 Flat 60% off (Not on chemical product)

 Buy a body massage & get face cleanup free
 Buy a head massage & get haircut free
 999 packs- regular facial, manicure, pedicure threading & wax(ladies) or
haircut(gents
Spa Evanthe:

It’s a spa centre, Multi National Company, offering different schemes like:-
 Flat 15% off

 Get 1st body massage & avail 30% on 2nd massage
Rajdhani:
It’s a nationwide chain of restaurant providing pure vegetarian food. The deal which we had
with this esteem brand is:-
Flat 10% off
ADVANTAGES OF CO-BRANDING
 Value Satisfaction: It creates a customer delight when he gets a discount offers not
only in the health club but also in other outlets.

 Relation of two brands: The two of the brands commits to a decision and this creates
a relation between the two. This deal also results in mutually beneficial as both gets
each other’s customers.
 Leads to customer satisfaction with the relationship with the club which again leads
to member retention.
 Establishes a good name for the company. Creates brand awareness and brand recall.
 Provide customers with great value.
 Helps to cross market two different brands.
 Provide Customer more value in terms of monitory.
 It helps to use goodwill of each other brands.
 It increases the involvement level of the customer in both brands.
 It helps both the brands to reach their target group easily.
 Helps to communicate one brand through other with its wide channels (like Barista).
 It helps in reaching brand touch points.
SWOT ANALYSIS
Strengths
Unique Selling Point:

The USP is it’s universally accessibility i.e. can access the membership card to
any of the clubs worldwide
Spread over 30,000 sq ft area, so can accommodate 450+ members
Internationally acclaimed trainers from Brazil- Tony Gianni, Julianna, Jazz Lee
etc.
Ambience.
Specifically established in malls.
Associated with brands like adidas, pepsico etc.
Discounts & Customer Delights
All fitness under one roof i.e. RPM, Aerobics, Yoga, Spinning, RRT
Long operation hours
Weakness
Lack of brand awareness
Swimming pool not there compared to other health clubs in the city
Cemented in a mall which has a negative footfall
No Branch, only one location.
Indians not very conscious about their health.
Threat

Increased numbers of competitors
Other ways of reducing weights like reiki, hydrotherapy getting popular
Advent of spa n massage centres.
Opportunities
Increased awareness among people for their health
India, very new concept of a health club with all facilities within
Corporate houses tying up with health clubs
Increased standard of living creates more walk ins to clubs.
LEARNINGS OF THE ACTIVITY
ADVANTAGES

 Increased brand awareness i.e. as a new venture to India, people in Gurgaon were
not much aware of Celebrity fitness but because of the activities people could
know the brand.
 The misconception of people about the brand Celebrity Fitness was sorted.
 Generation of sales due to the 14 days of free trial.
 Footfall increased incredibly.
 Time saving and could target number of people at a time.
 Cost effective compared other promotional activities.
 Factual and primary data collected.
 Leads to customer delights due to the 14 days of free trial.
 Leads to brand visibility.
 One to one relationship builds up with the customers.
 Brand recall increases.
DISADVANTAGES
 In an unorganized market, there is a variety of crowd and it becomes difficult to
segregate potential customers. Many of the unwanted customers come down as it
is a market place which becomes difficult to tackle.

 Market places are the places where people come usually to shop, relax with
family, entertainment and interacting with them in such places become quite
difficult because they are usually not in a mood to get disturbed when they are
enjoying. So, interaction with them becomes arduous..
 At times people are not in a good mood to talk and thus it again creates problem
to collect BR from such individuals.
 The data i.e. Buddy Reference may not be every time right. People give wrong
information to avoid any kind of mishaps.
 In corporate houses, the professionals are usually stressed up and they are not
ready to listen.
 Corporate houses, people don’t have much time to listen. So, interaction with
them is a difficult job.
 There is a negative perception of people about the BTL Activity that it is to
irritate them with phone calls.
 At times difficult to manage.
The entire work was of wholesome learning journey which led us to know the following
things:
CONSUMER BEHAVIOR:

Human nature acts differently in different conditions. Furthermore, no two individuals are
same so each acts differently. Consumer behavior is referred to as the study of when, why,
how, where and what people do or do not buy products. It attempts to understand the buyer
decision making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics and behavioral variables in an attempt to
understand people's wants. It also tries to assess influences on the consumer from groups such
as family, friends, reference groups, and society in general .Customer behavior study is based
on consumer buying behavior, with the customer playing the three distinct roles of user,
payer and buyer.
The activities in any of the places gave an immense pathway to interact with various kinds of
people with all different mentality. It was observed that people had different perception and
each has to be dealt tactfully to fulfill the objective. Some were generous enough to give their
number but vice versa many were not ready to even talk. Moreover, the behavior also
depends on factors like social, cultural and personal.
HOLISTIC MARKETING:
As Celebrity Fitness is in service industry, it is of utmost importance for it to have a holistic

marketing behavior. Holistic here refers to be ‘for the consumer’. This can be seen from the
way each member is treated. Each and every customer is of prime importance and is treated
with supreme service. Such relationship leads to customer satisfaction, retention, and at times
helps to gather actual customer insights.
NEED:

Creating need is one of most important marketing tool used. Unless a marketer creates a need
in the mind of his customer for the good, cannot sell it. So, it is very important to make your
target show the importance of the product.
Two strategies are possible:
Price
 Push up the perceived value:
Value
In which case will the customer

buy?
 Bring down the perceived price:

Value
Price
Definitely, the customer moulds towards the value weight. So it is very necessary to make
one understand the importance to mould him in the desired direction.
SPOTTING OUT TARGET GROUP:
Marketing is to be done through proper channel or else it will lead to adverse effect. Selecting
target group is a crucial activity. Like that of Celebrity Fitness, only targets A- A+ category,

its marketing activities and promotion is only concerned to such group. So, it is necessary to
identify the target segment. This is can be described as follows:
W
A
U
E
N
R
J
P
U
G
R
V
F
T
O
A
N
E
N
T
A
G
R
T
E
I R
A
T
C
E
E
R
W
T
E
V
I
D
L
R
O
D
E
T
A
N
O
P
I
M
T
B
L
I
W
E
R
A N
G
N
I
D
T
E
K
The target market study was huge to understand and is back bone of a marketing division.
VALUE SATISFACTION:
Customer should have a feeling of pleasure from the club because they are the who help to
generate revenue. Customer retention is customer satisfaction. Value satisfaction is a prime
require meant in service industry.

CUSTOMER RELATIONSHIP MANAGEMENT:
Customer relationship Management is another important learning in this industry. It acts for
a good name of Celebrity Fitness, Customer delight and Value Proposition (i.e. customer
gets more than what he desires). Celebrity Fitness takes care of the relationship with its
member in the most effective way like that of
 Various discount coupons to other destinations like Blue eyes, Odyssey, Rajdhani, In
vogue etc.
 Greetings on special occasions like birthday, anniversary etc. to the members.
 Inviting them to any of the blasts as a member of entire family of Celebrity Fitness.
 Special offers from Club Mahindra and PepsiCo (Gatorade) to the members.
 The happy hours i.e. when the charges are minimal.
SERVICE GAPS:
It is a gap between what customers is expecting and what he actually gets. The gap may be
as follows:
 Knowledge gap- Difference between the service providers i.e. the employees of the
club believe what member expects to the members actual need.
 2 standard gap- Management’s perception of member’s expectation to quality
standards of service delivery differs a lot.
 Delivery gap- What actual is delivered to the members to that of what is to be
delivered in terms of contract.
 Internal communication gap- Difference between the club’s personnel thinks about
the services and their delivery.
 Perception gap- What is delivered to the members and what they actually perceive.

PERSONAL LEARNING:
Celebrity Fitness has been of immense help not only professionally but also personally. It
helped to nurture all the management skill within me and shaped me to a future manager. I
learned to react in arduous situations more tactfully and sensibly. Celebrity Fitness improved
my confidence and motivated me to be a successful manager. Moreover, it shaper my all
round performances and showed me a pathway to the corporate world.

SUGGESSTIONS
 SPA and Massage therapies can be implemented.
 Swimming pool can be customized.
 Corporate Social Responsibility- i.e. gifting a plant to a customer that will also give a
customer delight.
 Customer Complaints box should be there at the reception which will keep the
customer happy and as well help the club to know about the customer insights.
 In a service industry, a service gap always exists like that of customer –perceived
value and management – perceived value. Such gaps should be taken into
consideration.
 Timely a questionnaire can be filled from the customers to know about the updating
required and the feedback measurement.
 Hoardings on front side of Malls which is visible from the Road.
 Parking/No parking Boards of Premium Malls & Restaurants.
 Sponsoring events which consist of A+ customer.
 Standee and Banner at Discotheque in Weekends.
 Washroom Advertisements in Premium Malls & Restaurants.

FUTURE OF HEALTH INDUSTRY IN INDIA
“All work no play makes jack a dull boy” is a well known saying and fits true for
today’s generation. India, being one of the growing conglomerates with an unedifying
pace makes it the best place for such industry. The concept of fitness has been procured in
India long time back, form the ages of ayurveda, but has lost its importance in this fast
food life. Once again with all these health ventures investing in India, the scenario of
health industries is taking a turn back to consciousness. Major players like Celebrity
Fitness, Fitness First, Ministry of Fitness and Gold Gym are contributing a bulk to this
sector. There is an enormous untapped market for these health clubs and a very new area
to be targeted. With Growth in the numbers of the urban middle class and strong growth
in greater income well for levels augurs the growth of leisure industry. It is estimated that
by 2020 India’s urban population as a percentage of total population will rise to 40%,
with 400 million people living in 60-70 large cities, each with a population of one million
or more. This implies a bright future for fitness industry in India.
Moreover, the last decade the average Indian spending has rocketed from Rs 5745 in
1992-93 to Rs 16,457 in 2003-2004 and is expected to grow at 12% hereafter. India has
many folds still to be open like people getting more conscious about their health,
increasing risk of health hazards, growing trend of glamour, self –confidence, at most
leisure and relaxation.
In India, people are looking forward for such health clubs which can necessitates their all
need under one roof. Celebrity Fitness is gradually curving its name in Indian market and
is in the process of building a reputation to reckon with in respect to other existing
players.

BIBLIOGRAPHY
BOOKS:
MARKETING MANAGEMENT BY KOTLER
WEBSITES:
 http://www.celebrityfitness.co.id/
 http://www.mica-india.net/academicsandresearch/brand
%20management_dsstn.pdf
 http://www.learnmarketing.net/theory.htm
 http://www.indexmundi.com/india/population_below_poverty_line.html
 http://www.corporate-marketing.org/what-is-corporate-marketing/

Celebrity Fitness India Pvt. Ltd. 1: Submitted By: Alolika Dutta p/mn/r/09/006 PGPBM (2009-11) ISB&M, Kolkata

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Celebrity Fitness India Pvt. Ltd.

International School of Business & Media, Kolkata

SUMMER TRAINING REPORT SUBMITTED TOWARDS THE

MARKETING AND BRANDING OF CELEBRITY FITNESS INDIA

COMPANY: CELEBRITY FITNESS INDIA PVT. LTD.

PROFILE: MARKETING AND BRANDING

PROJECT DURATION: 15TH APRIL, 2010 – 15TH JUNE, 2010

PROJECT GUIDE: Ms. DEEPTI BAJPAI, MARKETING MANAGER

LOCATION: JMD REGENT ARCADE,GURGAON,HARYANA

NAME: ALOLIKA DUTTA

E-MAIL ID: alolika.dutta@gmail.com

EN-22, Sector- V, Salt Lake City, Kolkata- 7000091

Tel: +91-33-66131600-02 Fax: +91-33-66131603

International School of Business & Media, Kolkata

International School of Business & Media, Kolkata

Chapter No. Subject Page No.

6 NATURE OF PRODUCT, PRACTICES AND 24

11 LEARNINGS OF THE ACTIVITY

13 FUTURE OF HEALTH INDUSTRY IN INDIA 60

International School of Business & Media, Kolkata

OBJECTIVE AND ESTABLISHMENT OF THE COMPANY:

International School of Business & Media, Kolkata

Celebrity Fitness follows 6 M’s of success-

1. MANAGE- your program by-

3. MOTIVATED- to reach (Fitness Goal)

 Main workout area

International School of Business & Media, Kolkata

NAME OF THE COMPANY: Celebrity Fitness India Pvt. Ltd.

FOUNDER OF THE COMPANY: John Franklin in 2003

HEAD OFFICE: Jakarta, Indonesia

MANAGING DIRECTOR, INDIA: Steve Wesley Franklin

PARTNERS: Navis Capital, Adidas (Apparel partner)

INDUSTRY: Service sector

MEMBERS, INDIA: 2500+

LOCATION: JMD Regent Arcade, Gurgaon.

At Celebrity Fitness we sincerely believe in the importance of fitness. Providing easy,

International School of Business & Media, Kolkata

I covered areas in the duration of two - months internship, as follows:

STP ANALYSIS OF CELEBRITY FITNESS

International School of Business & Media, Kolkata

International School of Business & Media, Kolkata

Geographic Segmentation: Celebrity Fitness cements itself in Gurgaon in December 2009

Psychographic Segmentation: Different people have different value systems, varying

Behavioral Segmentation: Customers exhibit varying behavioral patterns towards different

International School of Business & Media, Kolkata

TARGET GROUP OF CELEBRITY FITNESS:

International School of Business & Media, Kolkata

International School of Business & Media, Kolkata

TOUCH POINTS FOR TARGET GROUP

International School of Business & Media, Kolkata

Touch points are divided in different category such as:

Identity touch points:

Communication touch points:

Experiental touch points:

International School of Business & Media, Kolkata

Touch points can be classified on the basis of purchase

Various other purchase touch points can be use is:

International School of Business & Media, Kolkata

The type of touch point used by celebrity fitness is:

 It provides best ambience mixed with night club theme.

The touch points can be introduced are:

International School of Business & Media, Kolkata