Question

Going to gym and following a protein diet has become a popular trend these days. However, with the busy work culture, many people, especially the youth struggle to find time for weight loss programmes. Anika was working in a multi-national company, wanted to join a gym for weight loss but could not find time. There is no good gym near her house. One day, Anika was walking out of the office during lunch time and saw an attractive poster of a gym which was near her house. Anika was curious to enquire about their weight loss programme. Next day, when she went to the gym, she was surprised to know about various schemes offered by the gym. They were not only offering 50% discount on the fee of weight loss programme, but were also providing free coach facility and free protein diet for the customer. But these offers were valid only for 10 days. Attracted by these schemes Anika immediately submitted the fee and joined the gym.

1. Identify and give the meaning of the element of marketing-mix discussed above.
2. The element of marketing-mix identified in (i) above includes various tools of communication. Identify and explain the tools highlighted in the above para.

Answer 1

(i) The element of marketing mix discussed in the passage is ‘Promotion’. Promotion refers to any actions performed by a company to inform, convince, and influence clients to buy its products or services. It includes advertising, sales promotion, personal selling, and public relations.

(ii) Tools of Communication highlighted in the given case are:

1. Advertising (Poster of Gym): Anika became interested in the gym’s weight loss program after seeing a visually appealing poster. Advertising raises brand awareness through visual and written messaging, attracting buyers.
2. Sales promotion (discount and freebies): To attract consumers, the gym gave a 50% discount, free coaching, and a free protein diet. These sales promotion strategies aim to enhance sales by encouraging immediate client responses.