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PEST Analysis Political BodyBeat Recreational Center (BBRC) is located in the metropolitan city of Karachi and thus it is vastly

affected by political upheavals. The biggest problem that BBRC faces is when the city shutdowns due to strikes of a political nature. Such strikes often leads to a dilemma for BBRC on whether to re-schedule classes which lead to huge organizational issues or whether to keep it open on the day of the strike and face customer complaints from those who could not make it due to city conditions. One advantage in such situations for BBRC is that it is located in Badar Commercial in the Defense area which is comparatively less politicized than most of the city. Similarly a high percentage of BBRCs customer base also comes from adjacent areas and thus most are able to make it to classes on mild strike days. Economic Pakistan is a growing economy and everyday more and more people are getting absorbed into the middle and upper social classes. Even though growth has slowed down since the global recession the economy is picking up again slowly but steadily. This can only bode well for BBRC who is seeing its target market increase day by day as their services become affordable for more people day by day. Social The social scene of Pakistan has been a dilemma in recent years. One contingent of the population, the elite class living in metropolitan cities has been moving towards westernization and modernization. On the other hand the middle and lower classes have started looking at western ideology in a suspicious manner with many even resorting to extremism. This puts a company like BBRC in a very peculiar situation. Even though they are benefitting from a growing pool of people who are ready to accept the idea of a dance and fitness institute, the fact that extremism is also growing in the country also puts them at a threat from those who decide to take law in their own hands and consider dance and fitness institute as optimizing the spread of western ideology in Pakistan. Technology Rapidly improving technology is assisting every business in todays day and age and BBRC is no different. BBRC aims to employ technology to the fullest in every department. They have done so through various means. Firstly, the use of social media, a recently developed phenomenon, is extensively used to disseminate information and maintain a relationship with customers. According to the representatives of BBRC, facebook has been the single source of constructive

feedback for the institute and instructors alike on how to make their service offering better. Similarly the use of high resolution cameras and another social media invention YouTube enables BBRC to post videos of their fitness and training sessions to give customers a better of idea of what is in store for them. However, BBRC despite its aim has still not been able to employ the technology at its disposal to the fullest. At this point some technological ventures are not viable due to the size of the firm and there are still many other uses of technology that BBRC is yet to expose itself to. Marketing Channels and Strategies BBRC is a company which is small in nature and is catering to a niche. This is where there strength lies also. According to the company representative that we interviewed they want to keep catering to a niche in the near future as they want to make their service a very personal experience. Keeping this in mind, their marketing channels and strategies are channeled around their nature of business and their vision of the company. They are very prevalent and active on social media such as facebook where they have a group in which their fans can interact with them and one another. The theme of the page is based around the core service itself and discussions on it are predominately about dance, fitness and recreation. BBRC also believes in marketing through strong word of mouth. To do this they partner with international brands, for example their partnership with emirates. Their partnership with this international airline guarantees them a page or half a page on their newsletter highlighting the achievements of the institute or the students of their institute. Similarly BBRC also partners with famous dance institutes and universities across the globe such as the department of hip hop at New York University (NYU) to improve exposure. This also gives them a chance to assist their best talent to showcase themselves internationally. BBRC also organizes health weeks in Multi National Companies whereby they conduct fitness sessions throughout the week with the employees of the company. This is again done to stimulate word of mouth as employees of these multi nationals belong to BBRCs target market. In this way BBRC is also able to give a firsthand experience to its potential customers about what they can expect if they decide to join their fitness center thus reducing perceived risk. BBRC also markets itself through events. From partnering and organizing famous red carpets through its sister company BodyBeat Productions such as Bridal couture, to dance and musical plays organized by BodyBeat Productions such as Unbeatables. When their talent is showcased at events of such magnitude it automatically creates hype about where did this talent come from and creates a strong word of mouth.

Another marketing tool that BBRC uses to create word of mouth is through its brand ambassador and originator of the idea, Hassan Rizvi. Hassan Rizvi is known and appreciated in many circles for his dance skills and for introducing his own genre of dance known as BBRC. The company does well to understand the strategic importance of their brand ambassador and uses his standing in the dance world to good effect. One such example of this is the new service introduced by the company in which it conducts dance practices for customers wanting to prepare dances for their weddings. The company assigns professional choreographers to such customers. The company discovered the need for this service through the demand of choreography skills of Hassan Rizvi from his friends. As Hassan Rizvi is normally on a tight schedule and demand was exceeding the supply, the company decided to commercialize it as a proper service. BBRC also partners with Radio FM 89. This is the only channel of media broadcasting that they use for their promotion. Even on radio they prefer to promote through talk shows in which their brand ambassador Hassan Rizvi is present. In conclusion we can say that BBRC primarily uses Below the Line (BTL) Activities to generate a strong Word of Mouth (WOM) within its target market. This strategy also suites the nature of the organization as it is still small in size and targeting a niche and thus main stream media advertisement or franchising for greater accessibility would neither be feasible or cost-effective as this point. All this is done to promote the brand image of an organization centered on health and beauty. The people at BBRC believe that the beauty is not about what others see on the outside, but how ones feels about themselves on the inside. It is about instilling that self confidence in ones mind and body in a way which is not only unique but also fun. This is the key message that it tries to convey to its customers through its marketing strategy.

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