Group 6 Project: Final Health and Fitness

Name Roll Number

Rajul Raghav 17030121042

Raj Dharod 17030121018

Mahima Malhotra 17030121096

Shreya Sharma 17030121116

Yuvraj Singh 17030121057

Sagar Goyal 17030121078

Q1. Rerun the Cluster Analysis with 4 clusters. Compare the 3 cluster solution and 4 cluster
solution. In your opinion which is better?

This table shows the Euclidean distances between the final cluster centers Large values indicate clusters that are
very different from each other. Small values indicate clusters that are not so different from each other. In the 4
clusters, Since the difference between Clusters 1 & 2 and 2 & 3 are very close, it is difficult to differentiate
the clusters. Hence 3-cluster makes more sense.
 Q2. Profile and LABEL the clusters based on – Tried Premium service, Attitude towards Food, Attitude
towards Fitness, Fitness Apps used, Download, Attitude towards medical check up, Workout regime and
the Attitude statements. As a group which Cluster do you identify yourself with?

Cluster 1 Passive

Cluster 2 Reward Oriented

Cluster 3 Self Motivated

As a group we identify with Cluster 2.

Cluster 1 Cluster 2 Cluster 3

Have availed Paid Services Low High Medium

on any Fitness Apps

Attitude towards Food Foodie Health Conscious Foodie but also Indulges
from time to time

Attitude towards Fitness Refers to YouTube Prefer Personal Majority Instagram but
Coach also YouTube

Fitness Apps that I use 1 to 2 apps >4 apps 3 to 4 apps

If there is a new Fitness app, I Low High Medium

am among the first to
download it
Attitude towards medical When Recommended Proactive Mix of both
check-ups

Workout regime like gym, Depends on mood Regular >5 times a 2 to 3 times a week
aerobics, running, gymming, week
etc.

Interest in meditation Medium Low High

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Q3: Use secondary sources of information to identify Fitness & wellness trends post the Pandemic. What
have been the significant changes?

TRENDS:

● There has been an increasing focus on health & wellness since the advent of the pandemic; this can also
be translated to better mental well-being.
● As per various market research firms, the overall fitness industry is expected to grow at an annual rate of
27 percent and is expected to touch the US$32 billion mark by the end of 2022, of which fitness services
(like gyms, slimming services, and formats like Zumba, aerobics, CrossFit, etc.) will contribute around
US$6.6 billion.
● Boom in the number of gyms: People are looking forward to visiting gyms since working out at home
with limited resources was getting tough.
● More inclination towards group exercise sessions.
● With an increasing awareness & focus on developing immunity, integrated health apps launched during
the pandemic have maintained a good market share in the fitness industry.
 ● With a hybrid/work-from-home atmosphere, the concept of home gyms has also been on the rise, with
consumers opting to buy gym equipment and also availing services such as that of CultFit, wherein you
don’t need to go to a gym to have a good workout.

SIGNIFICANT CHANGES:

● Hybrid Business Model for the fitness industry.

● Rise in the significance of customization of one’s fitness routines and diet.
● Increasing priority to mental wellness along with physical fitness. This is evident from the increase in
downloads of meditation and similar applications.

Q4. Based on all your analysis, suggest suitable strategies to the start-up to drive usage and get more
customers to avail of paid services

Solution:
Strategy for Cluster 2: It is easy to convert Cluster 2, which are reward oriented, towards Cluster 1. We can
reward customers with points for exercising through the app, which could be redeemed for discounts on
purchases of products from our store and can be used for in-app purchases such as Online Consultation,
Premium customized workouts, and Diet plans.

Strategy for Cluster 1: We can integrate workout videos on how to perform an exercise as the cluster refers to
YouTube a lot. This will lead to an increase in app usage and help form brand associations in the mind of
consumers when they think of working out.

Strategy for Cluster 3: For Self Motivated cluster, we can gamify the elements of exercise and provide them with
weekly and monthly challenges and make them compete against real-time users. Personalized rewards from
stores relating to health and fitness can be provided for the same.

Overall Strategy for Meditation and mindfulness Target Audience: Free trial sessions for the customers who
have not opted to upgrade to the premium subscription model to get them introduced into meditation and
mindfulness.