Introducing Digital Marketing in ABC Health & Fitness centre

Introduction
ABC Health & fitness centre is a healthcare solutions provider based in Surat, Gujarat. It was
incorporated in 2004 and has over 500 members as on date. Its primary services include:

1. Chronic/Lifestyle disease prevention & management

2. Pain management
3. Weight management (weight gain, weight loss, muscle gain)
4. Fitness improvement for normal as well as for person with any medical condition

ABC dedicatedly works towards “Illness to Wellness” concept with holistic approach.

ABC works to provide health and fitness, weight loss, weight gain under any medical condition like
lifestyle diseases such as diabetes and cholesterol, or musculoskeletal disease such as knee pain,
back pain, or even gynaecological disease (PCOS, Menopause, hormonal imbalance) and post-
operative surgery such as knee replacement, Bypass surgery etc. The aim is to delimit the medical
and lifestyle disorders to move towards a healthy and better living.

ABC identifies itself as a health care centre where one can get Rehabilitation, Fitness & Super fitness
at one place. The process involves:-

• Thorough Assessment

• Rehabilitation by Exercise

• Personalized & Safe Exercise program for progressive fitness

• Lifestyle modifications

• Nutrition Guidelines

• Weight management

Customer Base
The company has over 500 members currently but is now looking to consolidate on the number and
target only certain section of the society. ABC wants to cater to the age group above 30 who are not
able to balance with changing lifestyle & are prone to lifestyle disease or who are already suffering
with lifestyle disease and require a scientific approach for healthy life.

Team
The team consists of Wellness counsellors, Physiotherapists & Nutritionists (qualified health &
fitness specialist by ACSM) and Trainers.

Infrastructure
The facility consists of the following

1. Best in class, half Olympic size swimming pool

2. Well equipped fitness studio with state of art facility
3. Spring loaded scientific wooden floor hall for aerobic, Zumba & Dance
4. Well ventilated yoga hall
 Membership Packages
Membership package are designed according to client’s need. Customised package according to
one’s need help the client to get maximum benefit out of it.

Marketing initiatives
ABC has over the years adopted several marketing initiatives which are listed below.

1. Print Media: Newspapers, Pamphlets

2. On Ground Activities: Health camps, Marathons, various health related competitions,
education seminar
3. Yearly events: Annual day celebrations for clients, talent hunt show, cultural programmes
etc.
4. Collaboration with hospitals and doctors in form of seminars, workshops etc.
5. Digital: Facebook page, WhatsApp

Fitness Industry:
The fitness industry in India is largely an unorganized, fragmented and unstructured sector, with
unskilled workforce, waiting to be consolidated into an organized entity. More recently, it has been
witnessed that many mom-and-pop structures are making way in each street.

Competitors:
Competitors offering lower pricing and a lower level of service compete against our facilities.
Furthermore, smaller and less expensive weight loss facilities present a competitive alternative for
consumers. It also faces competition from competitors offering comparable or higher pricing with
higher levels of facility.
Financials
Title 2016-17 2015-16
Revenue 0.98cr 1.07cr
Profit 0.2cr 0.30cr

Requirement
The company wants to expand its reach and information to other parts of Gujarat and Pan India in
future. This would require extensive digital marketing campaigns. You are hired as a digital
marketing consultant to analyse the requirement and come up with a year long digital marketing
plan that would have maximum reach in minimum cost possible. Keep in mind the target customers’
demographics and behavioural aspects.