BHARATI VIDYAPEETH

(DEEMED TO BE UNIVERSITY) PUNE, INDIA

INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIP

DEVELOPMENT, PUNE

A STUDY ON MARKETING STRATEGIES FOLLOWED WITH

REFERENCE TO TONEOP STARTUP BY BANSAL TECH

A SUMMER TRAINING PROJECT REPORT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
2019 – 2022

SUBMITTED BY: GUIDED BY:

ANANYA SENGAR Dr. VINOD INGAWALE

ROLL NO. 23

DIVISION: B

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 Certificate of originality

This is to certify that the project report entitled “A Study on Marketing Strategies followed
with reference to TONEOP startup by Bansal Tech” submitted to Bharati Vidyapeeth
(Deemed to be University), Pune in partial fulfillment of the requirement for the award of the
degree of Bachelor of Business Administration is an original work carried out by Miss Ananya
Sengar under the guidance of Dr.Vinod Ingawale.The matter embodied in this project is the
genuine work done by Miss Ananya Sengar to the best of my knowledge and belief and has not
been submitted before, neither to this University nor to any other University for the fulfillment of
the requirement of any course of study.

Signature of the Student Signature of the Guide

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 Certificate

This is to certify that the project report entitled” A study on marketing strategies followed
with reference to TONEOP startup by Bansal Tech, Bhopal is an academic work done by
Ananya Sengar and submitted in the partial fulfilment of the requirement for the award of the
degree of BBA from Bharti Vidyapeeth (Deemed to be University), Pune. It has been
completed under the guidance of Dr. Vinod Ingwale (Faculty Guide). The authenticity of the
project work will be examined by the viva examiner which includes data verifications, checking
duplicity of information etc. and it may be rejected due to non-fulfillment of quality standards
set by the institute.

Dr. Sachin S. Vernekar

Dean FMS, BVDU
Director IMED

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 Acknowledgement

Apart from my efforts, the success of my project depends largely on the encouragement
and guideline of many others. I take this opportunity to express my gratitude to the
people who have been instrumental in the successful completion of this project.

I am gratefully indebted to our esteemed guide Dr. Vinod Ingwale for her sincere
guidance and priceless support which would have been impossible for us to complete
this project.

I express my gratitude to the staff members of Bharati Vidyapeeth (Deemed to be

University) who directly or indirectly helped me. I would also like to express my
sincere gratitude to all my office colleagues in Toneop (By Bansal Tech)

Ananya Sengar

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 Preface

In this era of fast changing world, mere classroom teaching is not sufficient to attain
maturity and perfection for application of theory into practice. The dynamic economy,
political and technological environment in which we live continually place demand on
us to change, improve and learn more about jobs, superiors and subordinates. Two
years of continuous teaching is not sufficient for students to implement directly their
knowledge in the market. A practical approach is needed

The knowledge through the project report is an essential requirement for BBA students.
The Knowledge through project report is an essential requirement for BBA students.
The purpose of this project report is to study on marketing strategies followed with
reference to TONEOP startup by Bansal group, Bhopal

I have tried my level best to do justice to the project. And I hope the study which was
conducted will help not only to the organization but also me and the society too.

Ananya Sengar

S.No. Chapters Page No.

A Introduction of the topic 8-37
 Goods and Service Tax 9
 Impact of GST on Service Provider 16
 Income Tax & ITR Filing 26
 Audit 37
B PROJECT PART
1. Chapter 1: Introduction 38-55
 Overview of Industry 39

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 Profile of the Organization 45
 Problems of the Company 52
 Competitors Information 53
 SWOT analysis 55
2. Chapter 2: Research Methodology 56-59
 Statement of the Problem 57
 Objective& Scope of the study 57
 Managerial usefulness of study 57
 Type of research and research design 58
 Data collection method 58
 Limitations of study 59
3. Chapter 3: Conceptual Discussions 60-63
 Review of literature 61
 Current issues 62
4. Chapter 4: Data Analysis 64-70
 Data Analysis 65
 Overview of Data 65
 Overall Overview 69
5. Chapter 5: My Contribution to the Body of Knowledge 71-72
6. Chapter 6: Findings, Conclusion and Suggestions 73-76
7. Chapter 7: Summary of the project 77-81
 Appendix 78
 References 80

Table of contents

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INTRODCTION OF THE TOPIC

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 INTRODUCTION

Over certain years people all over the world have become very self-aware About having a healthy
lifestyle and also how important it is it is just not the trend which is encouraging people every day to get
up from their bed eat healthy and have a better life but also the fact that majority of people suffering
from chronic health issues and knowledge about them. Because of this there is a rapid increase in size
and popularity of global fitness industry. today people know the benefits of physically and mentally
stronger and that’s why people are opting for proactive lifestyles. It is necessary to keep in mind now
that every day this sector is rising Because people are getting more aware about the importance of
healthy lifestyle with pandemic which resulted into worldwide lock down and social distancing virtual
fitness kept people motivated.

Key Takeaways

 In lockdown the global fitness app downloads were increased by 46%

 This increased usage rate of fitness apps due to a growing trend of online fitness training is
driving the market globally.

 Health and fitness industry is valued at USD5.7 billion in the Year 2020 and As projected that
by the year 2028 It will be 25 .2 billion

 Increasing demand for health assessment and increasing health consciousness are some of the
factors anticipated for driving market growth during the forecast period.

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Understanding the Health and fitness industry

At one point of time gyms had monopoly in the health and fitness sector But pandemic has taught That
consumer can capably locate and enjoy many different gym substitutes . Gym substitutes are reaching
more to people now. Fitness industry was challenged to demonstrate to keep their customers and
motivate them.

When fitness clubs and gyms were shut down all the people switched to home workouts

Large amount of people use mobile application to monitor their health and fitness and are prevented
and diagnosed from major chronic diseases.These applications can be personalised and tailored
according to your health condition And can move with you anywhere you won’t even when you are at
home, travelling,.

As compared to other apps, the fitness apps grow 85% faster than others. The popularity of
fitness apps came with its advancing feature of integrating wearable technology which helps
users to manage their fitness programs. The number of users for the apps has increased
enormously over the past few years. The app helps users to identify their daily activities like
running, walking, diet, etc. and analyse how it contributes to their overall fitness.

Fitness apps come in four different variants to serve the users diverse needs. They include the
following

1.Activity Tracker – They help in tracking all the daily

movements of an individual like walking, jogging, running, cycling, etc., using mobile sensors to help
user analyze his actions.

2. Personal Trainer – This app is helpful to individuals who do not have the desire to go for fitness
classes and those having busy work schedules. They act as a fitness coach and let users create their
training plans. It also provides synchronization with fitness trackers.

3.Diet and Nutrition–This app is best suited to health-conscious people who wish to have a balanced
diet. It provides users with the nutritional value of the food they consume and also motivates them in
losing or gaining weight.

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4. Yoga and meditation – The app helps users with their physical and psychological health. It
provides relaxation to body and mind and also beats stress.

As compared to fitness centers, fitness apps have more priority because of its many features, the most
important being its mobility. These apps help to trace the fitness and well-being of an individual by
analyzing their age, height, weight, and gender in customized way. Another important feature of these
apps is their ability to record and track users’ daily changes in health and fitness which can help in
bringing a major progress in their fitness for a long period.

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 Chapter 1
INTRODUCTION

 Profile of the Organization

 SWOT Analysis

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Toneop is an initiative, designed to keep you fit & healthy through a wide collection of comprehensive
offerings. Coming soon with 800+ home workout exercises, 450+ gym workout exercises and healthy
diet plans. These plans will vary from region to region and will cater to diverse intolerances of the
consumer. We also offer various categories of blogs focusing towards your mental & physical wellbeing

Toneop strive to provide you virtually guided fitness sessions right from the comfort of your home. As
much for comfort, there is nothing better than a good home cooked meal. So keeping this in mind, we
have on board a team of experienced nutritionists, providing you with the customized meal plans that are
easy to follow in your day-to-day lives. Our system is designed in a way that calculates and evaluates
the calorie surplus and deficit that your body needs. This makes it easier to notch down the human
interactions and keep the process easy-going

What is Toneop offering :-

Home workouts and Diet Plans:

The pandemic has struck us all with a work-from-home routine whether its for office work or for
working out. We understand that fitness is subjective for everybody and so our experts at Toneop offer
customized beginner level plans for people who want to get started with their fitness journey and also
advanced level home workout plans for the ones who are trying to achieve distinguished body goals.

Personalized Diet plan:

Busting the dietary myths, Toneop offers diverse diet plans recommended by nutritionists made in
accordance with regions and different body types. These regions are categorized into Northern (Punjab,
Delhi, Haryana & Uttarakhand), Southern (Andhra, Karnataka, Kerala & Tamil Nadu), Eastern (UP,
Bihar, Bengal & Odisha), Western (Gujarat, Maharashtra & Rajasthan) and Central (Madhya Pradesh,
Chhattisgarh).

Apart from regions, Toneop also provides 6 ailment-related diet plans which are:

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  Diabetes (Type-2)
 Hypertension
 Hypothyroidism
 PCOD/PCOS
 Hyperlipidemia/ High Cholesterol
 Gout

7 intolerance specific diet plans:

 Gluten
 Mushroom
 Egg
 Fish and Seafood
 Lactose
 Soy
 Peanut

Gym workout and diet plan

A team of experts who provide you with guidance about strength, hypertrophy training & endurance
training etc. Over 450 gym workouts are categorized keeping different level of fitness in mind. These
routines are classified into full body splits, push/pull movements, periodization & advanced
prioritization techniques. Also offering diet plans for specific body goals, Toneop strives to provide the
following benefits:

 Well-explained exercises.
 Well-structured workout plan.
 Standard gym equipment’s.
 No dependency on a personal trainer.
 Emphasis on form & technique.

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Idea Behind the Startup

We often have great ideas in mind, but need a boost to push it ahead. To turn a simple idea into a
successful platform, you need an inspiration. The idea of a fitness platform first came to light towards
the end of 2020. Mr. Parth Bansal - Founder of Toneop stumbled upon the idea of making a manifesto
where people can seek complete guidance on personalized workout routines and diets.

The vision was to make fitness easily accessible for all and tailored to the needs of the customer whilst
still being affordable. We wanted to instill the idea of having a fitness regime as a habit instead of a
hobby and what better way to do it than simply through an online platform without the obligation of
stepping out!

It is often misconceived that maintaining health and a diet is a tedious task. But the truth cannot be
farther. Specific diet plans which are made according to regional preferences boost up the idea of
staying fit even when you least wish to. This idea was not only accepted vividly by the team but was
also encouraged to put forward to educate people on how to accurately follow a proper diet plan and a
workout routine.

Toneop strives to keep up to the promise of being a brand that puts its customers first. Keeping the diet
plan and subscription pricing affordable while still sustaining a standard accustomed for a customer.

About Team

 Parth Bansal : Founder

 Bhumika Chhajed : Founder
 Chakshi Sachdeva: Head of Content – F&B
 Aashish Bsthla : Building Toneop
 Gourav Soni : Sr. UXUI Designer
 Shivani Jadaun : Content Creator
 Gauri Paliwal : Dietian

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SWOT Analysis

STRENGTHS (+)

 A large market
 Access to world-famous programs
 Rapid exchange of information
 Direct and immediate contact with the trainees and those who want to train
 Allows access to different groups that interest the user – but are not necessarily friends
 Building strong, long-term relationships through online social networks faster than simply
relying on traditional networks
 Generated hundreds of applications daily
 Organizations and companies use profiles and generate new products and services – the
opportunity to exchange information between athletes, trainers and businesses
 Real-time / live and 24/7 recordings
 Best option for tracing the score of the trainee
 Saves time to exchange information
 Increases personal competences and knowledge, through exchange of experience and
unrestricted access to specialized information

WEAKNESSES (–)

 Requires constant updating and current uploading of updates in the field

 It is difficult to train or persuade some people to apply mobile solutions in their sport activity
 The unequal distribution of posts – 90% of them come from the top 10% of the most active users
 Lack of resources to analyze results
 Loss of information, responsibility, security and knowledge management
 Efforts to achieve results: Even if they are more measurable than other channels, it is often
difficult to prove the benefits of balancing the social media efforts against the results
 Compatibility
 Responsibility for entering the correct data manually

OPPORTUNITIES (+)

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  Involvement of interested new members and strong public support
 Allows to build short-term and long-term relationships with perspectives
 Providing users with personal contact
 A major marketing tool for popularizing the business
 Fast delivery of desired services, branding opportunities, and better marketing opportunities
 Access to certain groups that traditional media does not allow
 Opportunity for feedback from trainees and their results

THREATS (–)

 Privacy
 Sharing information online leads to risks and strain
 Danger of spam and malicious information from malicious users
 No validated data measurement tools

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 Chapter 2
RESEARCH METHODOLOGY

 Statement of the Problem

 Objectives& Scope of the study
 Managerial usefulness of study
 Type of research and research design
 Data collection method
 Limitations of study

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Primary Objectives:

 To provide a snapshot of the health club market in Bhopal, Madhya Pradesh India

 To reveal trends in the health and wellness industry with special reference to Addiction-
India

 fitness centre

 To identify the demography of the users of Addiction-India fitness centers.

 To define marketing strategies to be used by 'Addiction-India health club'

Secondary Objectives:

 Personal Marketing/Relationship Marketing/Corporate Marketing Cold calling/Customer

Relationship Management/Direct Marketing

 Responsibility as a Manager

 Drafting a Case / Presentation

METHODOLOGY

Choice of research design

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify
marketing research on the basis of the fundamental objectives of the research. Consideration of the
different types, their applicability, their strengths, and their weakness will help the student to select the
type best suited to a specific problem.

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The three general types of research are as follows:

1). FUNDAMENTAL RESEARCH

2) ANALYTICAL RESEARCH

3) DESCRIPTIVE RESEARCH

Descriptive research includes surveys and fact finding enquiries of different kinds. The major purpose of
descriptive research is description of the state of affairs as it exists at present. In social science and
business research we quiet often use the tern ex post facto research for descriptive research studies. I
have used this research in order to accomplish my project. What I did in my project report is explained
below.

First, I had to know about Addiction Gym and its branches all over Delhi and NCR. Before doing the
survey I had to know about the competitors available. Since marketing is a important issue that is mostly
look after by the managers hence I had to trace the market and segment.

SAMPLING TECHNIQUE USED & SAMPLE SIZE

Sample design is a definite plan of obtaining some items from the whole population. The sample design
used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling
methods, each items in the sample is chosen one at a time from a complete list of universe elements. In
marketing research practice, it will sometimes be more expedient to select clusters or groups of universe
elements, rather than to choose sample items individually.

SAMPLING METHOD

Sample design is a definite plan of obtaining some items from the whole population. The sample design
used in this project is two state sampling i.e. cluster sampling and convenience sampling. The whole city
was divided into some geographical areas and I have chosen East Patel Nagar, Shalimar Bagh, Vikas
Puri, Noida, South Extension, Janak Puri, and Kaushambi.
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CLUSTER SAMPLING

Here the whole area is divided into some geographical area ad a definite number of consumers were to
be surveyed.

AREA SAMPLING

Area sampling is a sampling technique in which the work is divided according to area. My mentor has
given me a eastern area of new Delhi in which I visited various retailers to know the market standing of
Addiction Health Club.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according to convenience. I
visited malls and some customers. This technique comes under non probability sampling

SAMPLING
1. Sampling Technique : Non probability sampling(A non-probability sampling technique is That in
which each element in the Population does not have an equal Chance of getting selected)
2. Sample Unit: people who work in Gym.
3. Sample size : 8
2. 4. Method : Direct interview through questionnaire.
3. 5. Data analysis method : Graphical method.
4. 6. Area of survey : Kaushambi (Ghaziabad).
5. 7. Timing of survey : 09:00 am to 06:00 pm

DATA COLLECTION TOOLS

Primary data. T

he major source of primary data was the information and questionnaire collected from the journal and
the customers. The information collected from the journals and the trainer can also be referred to as the
primary data.

Secondary data.

The major source of secondary data was the reference books and company's website. The company's
articles and magazines were also referred to for the information.

GYM ACTIVITY-METHOD USED FOR DATA COLLECTION

I. Questionnaire was prepared keeping the objective of project in mind.

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II. Questions were asked to respondents as regards to there willingness to join the Gym.

III. The help of questionnaires conducted direct interviews, in order to get accurate

information.

IV. Customer has approached me for accurate information about the Gym.

BACKGROUND OF THE PROBLEM

Brands are some of the most valuable assets companies own. The overall goal of this is to analyze the
brand management decisions that must be made to build, measure, and manage a brand. Particular
emphasis is placed on understanding psychological principles at the consumer or customer level that will
improve managerial decision-making with respect to brands

"Addiction" is a new brand that has entered the health industries in past three years. Consumers and
retirement homes have turned brain-fitness games and exercises into commercial hits, so now some
consumers and employers are incorporating them into wellness programs that promote health for the

mind as well as the body. As there are many health and fitness clubs that are already major players in
this market. Addiction has to create its brand awareness in the mind of the customers.

Upon completion of the project we

 have to attain a thorough understanding consumers develop brand attitudes and Behaviours
 know the issues, techniques, and decision options in analysing, planning and managing brands,
be able to apply the acquired knowledge to make informed and more successful decisions in real-
world branding problems.

Consumer behaviour is the fundamental to marketing as marketing is concerned with supplying and
anticipating customer requirements; therefore, understanding how customers behave is at the very heart
of the marketing concept. To understand the consumer behavior was the main aim as the behaviour of
the consumer differ according the demography. Like the quarterly charges for the Kaushambi branch
was Rs 5000/- whereas the same scheme was worth Rs 12000/- in the south extension part of the Delhi
and Rs 9000/- in the Noida branch.
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The major players with Addiction in the market were Gold gym which is an internationally acclaimed
gym, second is Fitness First which is again an international player and has over 50 centres in India.
Thirdly Talwalkar's which started from Mumbai and now has 18 centres across India

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 Chapter 3

CONCEPTUAL DISCUSSIONS
 Review of Literature

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CONSUMER BEHAVIOUR

Consumer behavior (in consumer business context) is referred to as the study of when, why, how, where
and what people do or do not buy products. It blends elements from psychology, sociology, social
psychology, anthropology and economics. 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 behaviour, with the customer playing the three distinct
roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior
analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer
retention, customer relationship management, personalization, customization and one-to-one marketing.
In Addiction our main motive was to study the consumer behavior of the clients in respect to
demographics. According to demography Kaushambi (Ghaziabad) is not high locality area where people
can afford an annual gym worth 30000 thousand. So according to the area the annual gym scheme was
offered at 15000 which was quite reasonable according to the locality whereas in south extension branch
the same scheme was offered at 45000 thousand which people can afford easily. Consumer behaviour as
'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating,
and disposing of products and services so as to satisfy their needs and desires'.

The individual-oriented consumer behaviour of the post will change a more collective style in
the1990s.As the new decade creeped in and the new century approached, a time has come to reflect
upon and predict the consumer's behaviour in the marketplace. Many things have changed since the end
of mass marketing and the beginning of market segmentation. In the past females never carved for
gymnasiums, but which the changing environment females want fitness programmes to keep them fit.
Addiction according to the changing consumer behaviour designed special female fitness programmes.
Contrary to popular belief, weight and resistance training is very important for women of all ages.
Instructed properly under the tutelage of Addiction's trainers, the risk of injury is mitigated to non-
existent levels.To address the other concern or inhibition as it may be appropriately described. Weight
training programs at Addiction are not designed to make you look like "masculine". Strength training
programs for women ensure well-balanced, injury free lifestyles for modern living.

MARKING YOUR MARK - BRANDING THE GYM

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If we think only big corporate names need to think about things like brand names, think again.Our brand
says a lot about us and our business, and that's as true for a local gymnastics gym as itis for a multi-
national conglomerate. In this we look at how creating a strong brand for our business can help us set
ourselves apart and lay the right foundation for the growth of our business.Our brand is more than just
our business name or the logo on the newspaper ad. It is our corporate identity. An effective brand tells
people who you are, what you do and how you do it,while at the same time establishing your relevance
to your customers.Your brand is how your business is perceived by customers. If your brand has a high
perceivedvalue, you enjoy many advantages over your competition, especially when it comes to
pricing.Why do you think people are prepared to pay exorbitant money for brand items? Perceivedvalue;
perceived value as a result of very effective brand promotion resulting in high recognition..As the
Addiction logo reflects in its punch line “Discover a new you in YOU”. This suggeststhat Addiction
promises you the results and changes in your activities and stamina.The main reason for creating our
own brand is to differentiate ourselves from your competition.Gymnastics programs can be located
blocks apart from each other. You need to constantly belooking for ways to set yourself apart from your
competition. Our brand can do that for us.Another good reason for creating our own brand is to make
our marketing more effective andefficient. You don't have to spend your time with a new client
explaining who you are, what you

Your brand needs to say who you are, what you do and how you do it. It needs to do all these things at
the same time as establishing your relevance to your prospective customers. It isabsolutely essential as
you build your own brand, that you have a firm grasp of who you are.A good place to begin thinking
about your mission is to put yourself in the shoes of your customers. If you're in the market for a
gymnastics club, what things are important to you?Different people will be looking for different benefits
but you can bet that they want their childto be safe and well cared for. Cost is also likely to be high on
the list as is the training they willreceive. These things will be highly important to some and less
important to others. So focus onthe benefits that are likely to be highly relevant to the majority of your
target market.Your mission statement might read something like "Discover a new you in YOU” That's a
prettygeneral statement and if you decide to focus on a particular niche of the gymnastics market.When
we created our brand, we kept the who, what and how firmly in mind but also use the brand to establish
our relevance to our target market and build credibility with that market.

BRAND AWARENESS OF “ADDICTION” AMONG CUSTOMERS BYFORMULATION OF

DIFFERENT SCHEMES

Increasing brand awareness is one of the major goals of the company. Addiction also to increase the
brand awareness and their clientele launched different schemes according to demography. As on 3rd of

May 2009 Addiction opened its new centres at Kaushambi and Janakpuri introducing aninaugural offer
scheme “BUY 2 QUARTERS GET 2 QUARTERS FREE”. In a month’s time Kaushambi branch had a
sale of Rs12 lakh in its first month. The members who joined in thefirst month were around 200. The
inaugural scheme was a great success. It was more than whatthe company had expected. The marketing
strategies used by the company was advertising in theleading newspapers like Hindustan times and
Times of India. Gradually in the month of June first 15 days the sale dropped from 12 lakh to 4.5 lakh
the reason being the availability of the schemes. Their was only one scheme running in the month of
June that was 25% discount on any scheme you take let it be a quarterly scheme, half yearly,

Annual or lifetime membership. The marketing team was questioned by the Heads of the
departments.One reason which could be thought for this downfall was less availability of schemes and
weak brand awareness.Addiction marketing team, as I was also a part of it designed some new schemes.

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We started with Happy hours (11:00am-17:00pm) in which the charges were less. This scheme was
basically to tap the Ladies/females who were home makers. Their was a difference of rupees1500 in
happy hours and regular hours.Another scheme that was introduced was rupees 35/- per day for an
annual gym. It came out to be rupees 12775/- for a year.A monthly scheme was also introduced in which
the member could avail gym facility in justrupees 1999/-.

To increase the brand awareness of the company the marketing strategies adopted by the a company
were:

 Direct marketing
 Telemarketing
 Couponing
 Door to door
 leaflet marketing
 Advertising in newspapers
 Direct mails.

MARKETING STRATEGIES

DIRECT MARKETING

Direct marketing was a sub-discipline and type of marketing. There were two main
definitional characteristics which distinguished it from other types of marketing. The
first was that it attempts to send its messages directly to consumers, without the use of
intervening media. This involved commercial communication (direct mail, e-mail,
telemarketing) with consumers or businesses, usually unsolicited. The second
characteristic was that it focused on driving a specific "call-to-action." This aspect of
direct marketing involved an emphasis on trackable, measurable positive (but not
negative) responses from consumers (known simply as "response" in the industry)
regardless of medium.

Direct marketing is attractive to many marketers, because in many cases its positive
effect (but not negative results) were measured directly. For example, we send out five
thousand solicitations by mail, and three thousand customers were tracked as having
responded to the
promotion, we could say with some confidence that the campaign led directly to the
responses. The number of recipients who are offended by the junk mail/spam,

however, were not easily measured.

CHANNELS

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We also used media such as door hangers, package inserts, magazines, newspapers,
radio, television, email, internet banner ads, digital campaigns, billboards.

COUPONING

Coupons in newspapers and magazines cannot be considered direct marketing, since

the marketer incurs the cost of supporting a third-party medium (the newspaper or
magazine); coupons were designed specifying different schemes available for the
month of July. Coupon were the most effective way to increase the brand awareness
and sales of the company

CORPORATE MARKETING

Addiction had corporate tie ups with Ienegizer, Rock man search group. We
customized our schemes for different branches and offered special discounts to the
employees of both these organizations.

CO BRANDING

To put in the words of inter-brand definition, "Co-branding is a form of co-operation,

in which all the participants' brand names are retained."

Co-branding as, "two or more well-known brands combined in an offer" like Addiction
and Kazo (the apparel brand) and each brand sponsors expect that the other brand
name will strengthen the brand preference or purchase intention and hope to reach a
new audience.

DOOR TO DOOR LEAFLET MARKETING

Leaflet Distribution services were used extensively by the health industries, and many
other business focusing on a local catchment Business to consumer business model, similar to
direct mail marketing, this method is targeted purely by area.

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DIRECT MAILS

The most common form of direct marketing is direct mails sometimes called junk mail,
used by advertisers who send paper mail to all postal customers in an area or to all
customers on a list. Any low-budget medium that can be used to deliver a
communication to a customer can be employed in direct marketing. Probably the most
commonly used medium for direct marketing is mail, in which marketing
communications are sent to customers using the postal service. The term direct mail is
used in the direct marketing industry to refer to communication deliveries by the Post
Office, which may also be referred to as "junk mail" or "ad mail" or "crap mail" and
may involve bulk mail.

ADDICTION CLUB VALUES…

Innovation
Addiction will be generating and implementing entrepreneurial and innovative ideas, which
will create new growth engines.

Customer First
Addiction is committed to deliver services beyond the expectations of the customer in order
to satisfy the customer.

Performance culture
Addiction compares its processes and performances against world class standards. It
distinguishes between performers and non performers by valuing achievement at
theindividual and team level.

Valuing Partnership
Addiction is committed to build exemplary relationship with its partners, which stand onthe principles of
mutual trust and mutual growth

Valuing people
Addiction nurtures an environment where people are respected and their uniqueness is
valued. They believe that their employees are the key differences.
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Responsible Corporate Citizenship
Addiction is committed to make a positive and pre active contribution to the society. As a responsible
corporate citizen, it abides by all the environmental and legal norms

Ethical Practices
The highest ethical standards are maintained in all internal and external relationships.
Misuse or misinterpretation of any kind is not entertained

ADDICTION VISION STATEMENT & BRAND POSITIONING

In the upcoming years Addiction will be the most admired brand in India:

 Loved by more customers

 Targeted by top talent

 Benchmarked by more business

“In a service industry like fitness, people live a brand 24X7. It’s all about
experience and for Addiction ‘Brand consumer experience’ says Director, Brijmohan Daga, MBS group
ltd.That’s now, but when fitness industries began in India a decade ago, the brand was all
about aspiration. That’s understandable, an annual gym package costs about Rs
30000/- . Naturally, the target customer was clearly defined: elite, up market
professionalsand entrepreneurs. “We positioned Addiction as an aspirational and lifestyle brand, in a
way that trivialized the price in the mind of the consumer. It was pitched not merely as a health
service, but as something that gave him a badge value”Addiction was on a power trip: logo was
black, uppercase bold lettering, and the base line was “experience the best moments of life”. From day
one, it wasdecided that the brand should always connote leadership- be it in services, innovations or
offerings.

THE FUTURE OF THE HEALTH FITNESS INDUSTRY

Building fitness for the future

Health and fitness has always been a key driver to increasing participation in the Indiaencouraging
people to improve their personal fitness levels through regular visits to health and fitness facilities
including gymnasiums, health clubs and fitness suites.With the current focus on healthy, active lifestyles
and the government’s increasing concernabout inactivity levels and obesity, what are the innovative
opportunities to be explored for thehealth and fitness industry?In ‘building fitness for the future’ this

31
seminar will reveal the findings of the first-ever NationalAudit of Fitness Consumers, profiling users
and identifying future fitness trends. To drive up participation rates the industry will require professional
well trained staff to provide high qualityservices. What skills are required and what training
opportunities are available to inspire andmotivate staff to be the best?Find out about the latest health and
fitness initiatives and campaigns, partnerships and projects aswell as hearing from national award
winners who are leading the way in setting standards for thefuture of the fitness industry.The results of
the first-ever National Audit of Fitness Consumers – a profile of more that 1.8million health and fitness
club users have been revealed.This, the largest survey to date, will have

far reaching consequences for health and fitnessoperators and local authorities in the future provision of
health and fitness services and thegovernment in tackling national initiatives such as obesity.Data was
collected from some 668 public and private leisure centres, health clubs and fitnesscentres giving an
insight into fitness participation in the UK. The survey profiled 1.8 millionhealth and fitness consumers,
providing a valuable source of business intelligence for healthclubs and sport centres.Managing health
and fitness gymnasiums and clubs requires special skills and knowledge acrossa broad range of areas.
Does the industry have the necessary resources, skills and training opportunities required to build fitness
for the future? Are employees positive about remaining in he fitness industry? Are they happy
with their employers, degree of responsibility, hours of work, job security, remuneration
packages and career development prospects? A recent salaries survey claimed fitness industry wages are
rising – is this the case, and is it sufficient to motivate and retain staff? With the government now
looking towards the active sport and recreation sector to help achieve its physical activity targets,
the industry must make sure it is providing a high quality service using well trained and
professional staff

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 Chapter 4

DATA ANALYSIS
 Data analysis
 Overview of data
 Overall overview

33
FINDINGS AND ANALYSIS

In the month of May when Addiction came up with its inaugural scheme then theclientale raised to 200
in which following was the distribution of members according to the type of schemes.

 Quarterly membership – 110

 Yearly membership – 60

 Spouse membership - 30

b) In the following 15 days the number of clientale reduced as there was no scheme applicable. The
number of new members dropped to 62. The membership distribution was

 Quarterly membership –32

 Yearly membership – 12

 Spouse membership -18

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c) Addiction adopted different marketing strategies to increase its brand awareness and study the
consumer behavior. It came up with different schemes which a person can easily afford. After the
introduction of these schemes the clientale again raised to 305.

1.Monthly membership @ Rs 1500/- in sunny hours (11:00am -17:00pm)

2.Rs 35/- per day for an annual gym
3.Couple membership @ 50%
4.Monthly membership @ Rs 2400/- in regular hours (6:00am -10:00pm)
5.Buy a Quarter gym get a month absolutely free

With increasing brand awareness and introduction of new schemes lead to increase in thenumber of the
clientale.
+

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 Chapter - 5
MY CONTRIBUTION TO THE
BODY OF KNOWLEDGE

36
“Knowledge without practice makes only half an artist”. Knowledge is best effective when it is both
learnt & practiced. We get better clarity on the concepts when we directly apply it to practical work
environment.
It is well evident that work experience is an indispensable part of every professional course. In the same
manner practical training in any organization is must for each and every individual who is undergoing
management course. Without the practical exposure one cannot consider himself or herself as a qualified
capable manager. During the training period the student learn through his own experience.

situation of the corporate world and to put his 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 fulfil this requirement, I had completed my two months Training in TONEOP Sector 16-A,
Film city, Noida-201301

Entering in an organization is like a stepping into altogether a new world. At first everything seems to be
strange and unheard but at the same time when the time passes one understands the concept and working
of the organization and thereby developed professional relationship. Initially, it felt as if classroom study
was irrelevant and it is useless in any concerns working but gradually it is realized that all the basic
fundamental concepts studies and linked in one or the other ways to the organization. But how and
what can be done with fundamentals depend uponthe intellectual and applicability of the individuals. It
is just a matter to modify the theory so as to apply it to given practical solution. I worked on all the
Practice Areas as a
Trainee with the Management team in 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
with in the Time constraints and withfull efficiency

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

1. Personal Marketing/Relationship Marketing/Corporate Marketing
2. Cold calling/Customer Relationship Management
3. Responsibility as a Manager
4. Drafting a Case / Presentation

37
 Chapter 6

FINDINGS AND
CONCLUSIONS

38
Findings

 Addiction branding is good in more than half of the centres and the remaining needsattention,
such as big glow sign boards, banners and they require more visibility andto match with the big
brand image of Addiction.

 The company should focus on its operations in central Delhi areas.

 80% of the sales is because of formulation of good schemes. So that has to bemanaged.

 The company must focus on creating awareness about latest schemes related to gym and spa
services

Conclusion

 Addiction is the one of the market leaders in Delhi. There are number of customers who are
using service of more than one health service provider. But Addiction is the most preferred brand
in Delhi according to its reasonable prices. It is the most preferred gym in Delhi. Addiction plans
to have a wide with more than 100 sites so their service is being used by people living in inner
parts of the area.

 In case of Addiction the customers who have traveling jobs, finds Addiction network strong in
other cities also.

 In case of Powerhouse gym, again the problem is maintenance and variability in schemes and
there is lot of congestion, therefore the customer prefers Addiction where our clientale is limited
and each customer get the machinery.

 As with the introduction of Spa business with respect to Gym operators is not up tothe mark but
Spa business is still growing. The operators are opting it keeping inview it as a side business.

 There is huge scope for Addiction to have gym operators opt for massage services.

 Majority of customers are happy with after sales services of Addiction

 Addiction has a very strong distribution network with almost 75% of the centres in
Delhi are associated with Addiction brand while as the distribution network of Powerhouse gym
is on a lower scale

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 Chapter 7
SUMMARY OF THE PROJECT
 Reference

40
Books:

International Marketing by Kotler

Website:

https://toneop.com/

www.linkedin.com

https://www.scribd.com/

Newspaper:

Economics Times

Times of India

The Hindustan Times

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