Building A

Successful
Community
For Maxx Factory Club

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Take A Break
Effective and Easily Accessible
Agenda
Community Type

01
Primary and secondary Research

Style
Come up with Suggestion

Brand Name

02
Value and target market segment

Brand Positioning

Build A Community

03
Goal, Agenda and strategy

Time plan

Final

04
Final Plan

Implementation
 Timeline Style

Target Members
Making a Plan 10000

2021 2023
2nd Half

2021 1st 2022 2024

Half
Launch the community Target Members
50000
 Our Team Style

Content Web User

Writer Designer
 Community Type

Primary Research
The questionnaire was designed and circulated
among the potential users and feedback was
collected

Secondary Research
The detail online search consists of online query,
articles, journals and publications was performed to
understand the various offerings in the market and
what is best to reach the maximum audience.

Suggestion
Three different communities naming:
1. Super Kids
2. Super Mom
3. Make Me Fit (For all)

Based On
70% people selected separate page
for kids and adults in primary research.

There is no research/offerings
supporting a single platform found in
secondary research
Community Type

Some of Reasoning Mentioned for Separate If separate pages, How to bridge the gap?
community?

Make me fit can be used as a common platform for

So that the content is segregated properly and
1 doesn’t lead to information loss. 1 every age group. It allows different age group to
choose the group they are comfortable with

It makes it better and easier to know that the entire Moms and kids will be more comfortable in posting
2 content is for a certain age group and lead to better 2 and posting without being judged by unwanted
engagement person.

Allows kids or mom to bond among themselves and

The training and look and feel as well as content
3 are different for adults and kids 3 also with others as they will have multiple group
options.

Time to time inter group messages/activities

To Reduce awkwardness and to prevent unwanted
4 messages sent to kids from unknown adults 4 information can be circulated to keep them informed
of other group activities.
 High Price
Branding

House of Brands
We can have a single common parent brand
representing all the sub brands or community.

Sweet
Few Brand Name Suggestion spot
1. Maxx Factory Club Limited Choice/ Wide Choice/Custom
2. Maxx Wellness Standard Workout workout
3. Maxx
  Wider
Choice
Based on
4. Values offered
5. Perceptual Map

Key Features
Maxx Delivers the message of maximum
value at minimum/best price.
Competitive
Price
Value Custom
Workout

Factory club stands for each and every

member of your family. Low Price
Wellness pass the message for good health

Health
Positioning

Maxx? Wellness? Family Club?

"stands for good health”

all the physical and mental
activities contribute to good Maximum value at low cost
Maximum value at low cost and sound health "collection of various sports/activities"

Points to consider May sounds like health service Sounds like Solution for complete family
pay based on each service
used pay for membership, use whatever free service you want
Can use invite/min membership fee
 Community

Vision: To build a successful community for every age group to help them lead better and healthy life

Goal: To add community members each month and register a tremendous growth.

Community Members/Stakeholders: Potential Users, Trainers/ Coaches, athletes including

celebrities, sponsorships, companies.

Strategy: Building a non profit fitness community where people of any age group can interact among
themselves and with Us to get their fitness related queries answered and see through that they are
satisfied with the results.
 6 Steps for Building an Online Community

Select a community platform

Review Develop rules and norms

Promote your community

UGC-Fuel participation Define motivation for members

Create content
 Select a community platform

Competition/comp
anies Start Instagram(photo/reel) Facebook YouTube LinkedIn Twitter
1. Facebook is the most used app
by people for communicating 1. 8L+ followers
1. 3L+
2. avg 10 likes and
1. 6.5L+
2. avg 20k views
with each other. 2. avg. 3000 likes
20+comments
comments
3. Frequency:
3. Frequency:
3post/week
2. Followed by Instagram, 1 Cult/Cure 2016 3. Frequency: 3post/D 3post/D 4. Only Woekout Videos 1. 1.7l+ 1. 12k+

YouTube and others. 1. 1M+ 1. 1.5L+

3. Presence on every platform is 1. 5L+ followers
2. avg. 200 likes
2. avg 10 likes and
comments
2. avg 20k views
3. Frequency: 4
must to have the maximum 20+comments 3. Frequency: post/week
2 HealthifyMe 2012 3. Frequency: 3post/D 3post/week 1. 17k+ 1. 5k+
reach as LinkedIn will help in
professional/corporate 1. 3.5L+ 1. 1.5L+
1. 1.5L+ followers 2. avg 100 likes 2. avg 10k views
penetration while twitter can 2. avg. 1000 likes and 10 comments 3. Frequency: 3
20+comments 3. Frequency: post/week
help in related to political issues 3 Fittr 2013 3. Frequency: 7 post/D 7post/day 1. 18k+ 1. 3k+

such as yoga promoted by

1. 16L+ 1. 10k+
Prime Minister. 1. 3L+ followers 2. avg 10 likes and 2. avg 1k views
2. avg. 1000 likes 5 comments
4. The online data supports the 20+comments 3. Frequency: 6
3. Frequency: 1
post/week
4 My Fitness Pal 2005 3. Frequency: 1 post/D post/day 1. 8k+ 1.180k+
Facebook popularity and
represent the same in high
advertisement sales on Nike Running/ Nike
5 training club 2011 18L+
Facebook. 6 Headspace 2012 9L+
 Develop rules and norms

Some basic and simple rules are required to inform to the

potential members before they join the group. For
example, rules and norms can include that:

1. Members are not allowed to speak negatively to each

others
2. Profanity is not allowed
3. Members can’t pitch their own products within the
community.
4. Review
5. Trainers has to follow certain hygiene factors such as
motivating background, ambience etc
For Users : Potential Users, Trainers/ Coaches, Employees
-The proprietor reserves the right to refuse admission to or to eject members as it should think fit. Members shall observe
such rules and obligations concerning membership as the Proprietor may from time to time stipulate.
-the member shall bear full responsibility for their actions and may be heavily penalized for breaking the agreement.
Company hold no responsibility for member actions.

1. Violence, negativity and profanity will not be tolerated

2. Conduct yourself with decorum.
3. Treat all users and colleagues fairly and equally. Stimulate conversation, be respectful of others’ views, and refrain from
personal attacks.
4. Respect the company.
5. Respect other members.
6. Every member is responsible for the actions and behavior.
7. Drug talking will not be tolerated
8. Members can’t pitch their own products or ask price or any type of monetary benefit to other members within the
community.
9. Don’t engage with prospect/user directly. All the communication should be done via community only.
10. Trainers has to follow certain hygiene factors such as motivating background, ambience etc
11. Membership is personal and may not be transferred
12. Respect legitimate intellectual property rights, do not plagiarize work, and give credit to the originators of ideas.
13. Don’t share the posts of others without permission.
The enforcement policies:

What is the penalty for violations? Are there different penalties for users who violate the guidelines multiple
times? 

1. Option for members to enter as “user” or “trainer/coach” and evaluation criteria for later option such as
learning/experience certificate.
2. There can be strike system where member will get 3 strike before ant strict actions.
3. Actions can be in the form of:
a. Suspension/ban
b. Remove post
c. Downgrade rating
d. Give him a chance to apologies in public and set a example of good conduct. Apology can be public or
private message.
3. Review or approval process where admins review posts or comments for specific topics before they are
live on the site.
Define motivation for members

1. Be purpose-driven
Potential customers : Solution for their health and mental
problems, 1 stop solution for complete family, user friendly
Trainers: Help them connect and to grow their name and reach.
Goal oriented Programs based on target segment

2. Reward
Cash, prize, points, reviews, ratings, referral benefits
Challenge, Peer competition-something measurable such as
energy meter by cure fit.

3. Story
Successfully story/testimonials of members or own.

4. Enhancing overall Experience

Use green screen for virtual relevant background, great ambience,
properly dressed with small band logo(same merchandise).
Create content
Competition Content Instagram(photo/reel) Facebook YouTube LinkedIn Twitter
Surprise, current
affairs/festivals, 1. 8L+ followers 1. 6.5L+
emotional, Natural & 2. avg. 3000 likes 1. 3L+ 2. avg 20k views
CSR, motivating, humor, 20+comments 2. avg. 10 likes and comments 3. Frequency: 3post/week 1. 1.7l+ 1. 12k+
1 Cult/Cure informative 3. Frequency: 3post/D 3. Frequency: 3post/D 4. Only Woekout Videos 2. 2.

1. 1.5L+
Mostly Animated -current 1. 5L+ followers 1. 1M+ 2. avg 20k views
affairs/festivals, 2. avg. 200 likes 20+comments 2. avg 10 likes and comments 3. Frequency: 4 post/week 1. 17k+ 1. 5k+
2 HealthifyMe informative 3. Frequency: 3post/D 3. Frequency: 3post/week 2. 2.
Lots of before/after pics, 1. 1.5L+ followers 1. 3.5L+ 1. 1.5L+
informative 2. avg. 1000 likes 2. avg 100 likes and 10 2. avg 10k views
20+comments comments 3. Frequency: 3 post/week 1. 18k+ 1. 3k+
3 Fittr 3. Frequency: 7 post/D 3. Frequency: 7post/day 2. 2.
Lots of food, before/after 1. 3L+ followers 1. 16L+ 1. 10k+
pics, informative, content 2. avg. 1000 likes 2. avg 10 likes and 5 2. avg 1k views
as per US 20+comments comments 3. Frequency: 1 post/week 1. 8k+ 1.180k+
4 My Fitness Pal 3. Frequency: 1 post/D 3. Frequency: 6 post/day 2. 2.
Lots of mini influencers,
Nike Running/ Nike Big fan following, brand
5 training club value, world wide 18L+
Creative, colourful,
6 Headspace animated,world wide 8K+

1. The most important part for continuous member engagement.

2. Testimonial, before/after, content to which user can connect really inspire Facebook users.
3. In addition to above, versatility in content really appreciated by Instagram users.
 Create content –(consumer insights)
Times/
Online health and wellness service interest primary reason(s) Time week service using Current challenges suggestions
I want to feel and move better; I want to get Morning; Make it easy to navigate. The training sessions
Kickboxing;Yoga;Meditation stronger; I want to look better; Stress Reliever Evening 4 None None should be kept small in the beginning.
I want to feel and move better; I want to get
Regular exercise for fitness stronger Evening 4 Headspace None Try to motivate more

Regular exercise for fitness;Meditation I want to feel and move better Evening 5 Headspace None Competitive spirit
Regular exercise for fitness I want to feel and move better Morning 6 None None Try and make sessions different in every class.
Diet and fat loss;Regular exercise for I want to feel and move better;I want to lose
fitness weight;I want to look better Evening 5 Cure Fit None Make online sessions more interactive

Regular exercise for fitness;Meditation I want to get stronger;I want to look better Evening 4 Headspace None There should be more customised product
No time
preferre Lack of customised Get more actively involved with client needs if a
Meditation To be able to focus and concentrate nce 6 Headspace program person is a subscriber/premium customer
Diet and fat loss;Regular exercise for I want to feel and move better;I want to get To get oneself to do the routine and do it
fitness;Yoga stronger Evening 6 Cure Fit None consistently is the most challenging part.
Problem with APP ( Not
user friendly, Getting Personalized trainings, everyone needs is
Regular exercise for fitness I want to feel and move better Evening 5 Noom crashed) different
Content is not upto
I want to get stronger;I want to look mark;Lack of customised Customized nutrition and exercise plan assisted
Regular exercise for fitness better;Stress Reliever Morning 4 Cure Fit program by manual instructor
Lack of customised
Regular exercise for fitness I want to get stronger Evening 6 Youtube program Customised program
Avoid redundancies in information and improve
Kickboxing I want to get stronger Morning 5 Garmin None the overall quality
Have a service to rent exercising machines
Regular exercise for fitness I want to feel and move better Evening 6 Cure Fit None would help.
Diet and fat loss; Regular exercise for I want to feel and move better;I want to lose More interactive platforms with real time rxpert
fitness weight;I want to look better;Stress Reliever Evening 4 Headspace None support
Lack of customised Interaction should be more between trainer &
Regular exercise for fitness I want to feel and move better Evening 6 Fittr program trainee.
Create content
1. Keep in mind the interest of different
people.
2. Simple, user friendly, interactive.
3. Promote UGC-user generated content
Content Elements: Surprise, story, current
affairs/festivals, emotional, Natural & CSR,
motivation, humor
E.g. surprise element by contrex, cred and
Amul and story by paper boat and mama
earth and humor by imperial blue)
UGC

1. Find Potential members to start with. They can initiate

the discussions.
2. Give existing members the opportunity to invite
someone new
3. Rewards
4. Contest/quizzes. (#tag trend) Contest where member
can tag and challenge other member and take the
contest forward, phrase it in a way that makes the idea
of sharing their content a ‘win.’ 
5. CSR
6. Trust
7. Engage. Members like to be heard.
8. Go to various relevant groups/pages, try to answer the
user questions (soft approach)
Promote your community
1. Science-backed health and fitness advice for free

2. Fitness/training program documents/videos

3. Credits for their work/post

4. Referral program

5. Advertising – Cold calling (personal touch, connection)

6. Partner with influencers. To start with mini influencers

Tie- ups with schools, colleges, corporates, relevant bloggers &

sites who write and rate fitness services and products.

CSR

7. Contests

Chatbox/ Customer Care/ FAQs

 Promote your community
Marketing

Digital Conventional
Marketing Marketing

Social Platform Affiliate/Influencer SEO Email/Call SEM Others Tv/Radio

Company local Organic : Key is Deliver a timely Advertisements

platform Keywords -Right URL, message Also relevant
Platform based content Title & Description of Engage using sports or Magazines,
Creative each page other activities newspapers, festival
Promote participation -Anchor keywords Deliver social message cards/gifts.
Bloggers, influencers on
-“Alt Text” to images
Facebook Instagram,
-Use maximum best Keep it personal Brochure, online
YouTube etc.
keywords for Promote subscription conference, Referral,
Amazon, local e sellers
headers/sub headers Ask feedback VR/ AR experience of
etc.
and content. Festival e cards/gifts harvesting site, store.
Right selection based on
Inorganic
target audience and
Paid or SEO expert
agenda
 Review

1. Zoho CRM : Track (impression,

click), analyze( frequency,
content) and strategies
2. In Continuous touch and taking
feedback from users.
3. Review internal team and
motivate them
4. Measurable targets such as
impression/post
click/post
members/month
Creative
5. Competitor review
LAUNCH INTO B2C SEGMENT Community/Website
Launch

Product launch in B2C segment to be coupled PART 1 PART 2

with a 2-part campaign and the introduction
of the E-Commerce website/community for
the
CONTENT CONTENT
- ASMR teaser with actual - Final content to include a
Part 1 of the campaign is to create a hype on value proposition video, added primary close shot community
different social media platforms and through with a countdown and ‘Get Fit’ video. Leading to revealing of
title the brand and its logo
different affiliations. This will help in setting up
the base of the website/community launch.

Part 2 of the campaign will reveal the actual CHANNELS

elements – Company name and logo, Highlight CHANNELS
products, Brand communication, and direction - Video + Countdown:
Facebook, Instagram, YouTube,
to the website. Twitter, LinkedIn Marketing
- Static Ads: Magazines
- Partnered: Celebrity, show
- WEBSITE LAUNCH
- Video + Countdown:
Facebook, Instagram, YouTube,
Twitter, LinkedIn Marketing
- Static Ads: Magazines
- Partnered: Celebrity, Show
LAUNCH INTO B2C SEGMENT

+ 3 + V
LAUNCH PAR
PIPELINE T1 VIDEO TEASER COUNTDOWN DIGITAL CHANNELS
(To be kept simple with few (Teaser to be released 3-4 (Video Teaser and
glimpses of the brand. ) days before launch on all countdown to be run on
channels) all social media
handles) +
+ S
PAR
CREATE LAUNCH PART 1 ANALYSIS
T2 CONVENTIONAL
COMMUNICATION (Screening of impressions CHANNELS
(Plan communication and and engagements of Part (Static teaser Images to
visuals for the final launch 1 at each stage. ) be issued in high-end
+ –Video/Animation and
Static )
magazines)

Maxx Factory Club

LAUNCH
Final content to be launched across LAUNCH SUCCESSFULLY
all channels, incl. Static. This would
be promoted using paid advertising.
Estimated Budget of Email Marketing
Ads Agency
Digital Marketing 4% 2%

Social Media
% of Consumer Traffic* :- 23%

1) Website Search - 71%

Organic – 85% Total Budget Allocation
• SEO
• Referral Links
• Guest Hosting
Paid - 15% Website Search
• SEM 71%

• Ad words
2) Social Media – 23 %
 You tube – 36% Details Proposal 1 - Neutral Proposal 2 - Aggressive
Search Engine Optimization 51% 36%
 Twitter - 32% Referral links 4% 4%
 Reddit – 22% Guest Hosting 5% 5%
 Facebook – 10% Search Engine Marketing 9% 9%
Ad words Research 2% 2%
3) Email Marketing – 2% You tube Advertising 8% 13%
4) Ad agency – 4% Twitter Advertising 7% 12%
Reddit Advertising 5% 8%
Facebook Advertising 2% 4%
Email 2% 2%
Advertising Agency 4% 4%
*Based on competition analysis
TOTAL 100% 100%
Content Calendar
Learnings

Launch
Budget
Digital
Marketing
Platform Plan
Value
proposition
Brand
Name Positioning
Learnings

• First, We got to learn about the health and fitness industry, various
competitors, their offerings and what is working in the industry.
• From what We have seen, We believe that going forward personalization will
play the big role as tapped by Fittr.
• There are lot of opportunities which can be explored in online offering such
as Yoga, boxing etc.
• For company to succeed in this industry, result based offerings are very
important.
• This also helps in spreading the word of mouth and gain popularity.
• Mapping Customer Journey can really help finding the pain points or gaps
and company can use them for its competitive advantage.
THANK YOU