tbi assignment1 group 1

7/31/2019 TBI Assignment1 Group 1

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What fee l ings /wordsdo you associate wit h

the ac t iv i ty o f"gymming"

Do you h ave a gymmem bersh ip? Why /

W h y n o t ?W h a t w e re yo u r

expec ta t ions f rom agym? W ere they met?

W h y / W h y no t ?

How was the gym exper ienceoveral l? Rate t he paramet ersin term s of your sat is fact ion

level (Price, Trainer ,Equipment , Hygiene,

Location). Wh at is mo stim p o r ta n t f o r y o u ?

W here are gyms fa i l ingthese days? What pro blemdo you encoun te r , and how

can they be avoided?W hat fea tu res / bene f i ts /

serv ices / addit io naloff er ings w il l enhance you

gym experience?

Current user percept ion Current offe ring sta tus Current unm et de sires

TARGETBUYINGINCENTIVE GYM

Pranay Jindal PGP-11-048 Abhineet Raw at PGP-11-093

Rupalika Goyel PGP-11-152 Poojan Shah PGP-11-13 6

Below w e have descr ibed the pro cess of how w e have form ulated t he Target Buying Incentive fo r a Gym

for t w o very d i f fe ren t segm ents Students and Hou sewives.

Me t hodo logy

Preparat ion o f a TBI is a step w ise process.

Thus, th rough a quest ionnai re fo rm at w e w ere ab le to ident i fy th e in fo rm at ion and insigh ts requ i red fo r

each stage of our study. W e have divided th e same as Perception abou t Gym , Basic features

W i thout w h ich they won t consider a gym , Advanced fea tures W hich w ou ld enhance gym exper ience

fur ther and Other key insigh ts w h ich te l ls us about som e d i f fe ren t and in te rest ing v iewpo in t s o f the

TG, not n ecessar i ly in l ine wit h th e m ajor i ty , ending wit h th e f inal TBI Target Buying Incentive for t hat

group.

For hou sewives and student s bot h, we condu cted a tot a l of 35 interview s, detai ls of wh ich are g iven

paragraph w ise be low .

For Hous e w iv e s

A b ou t T G

To understand the psyche of housew ives, we have to loo k at their r out ine schedule. They get up in th e

m orn ing ear ly to p repare t i f f in fo r t he i r ch ild ren , and b reakfast fo r the fam i ly . Af te r t he i r m orn ing


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dut ies, they ge t busy w i th the i r da i ly chores wh ich keep them m ore or less busy t i l l th e t im e the ch ild

com es back. Thereafter they get bu sy w ith feedin g him, and cooking lunch on th e side. In the evening,

they go to t he m arket for shopping or ot her smal l wor ks such as a visi t to t he ta i lors, chemist or th e

neighbour hood grocery. By the t im e they are back, their husband has retu rned, and they get busy wit h

dinner and w inding up th e ki tchen for t he day. Thus, t im e and schedule is of pr im e imp ort ance. This is

only dem onstrat ive of how busy a housew ife is. In the ear ly aft ernoon o r ear ly evening she does get

t im e to hersel f to pu rsue a hobb y or read some new spapers / m agazines. But general ly th ey are

over laden w i th fam i ly responsib i li t ies, & w ant to go tha t ext ra mi le to keep the husband and k ids happy.

Other character ist ics about housew ives:

They prefer nat ural heal th solut ions (walks, aerobics, d iet cont ro l et c.) Like to be given extra attent ion, l ike to be expla ined (em otio nal sat isfact ion ) Tend to social ize, be am ongst comp any of ot her hou sewives. Not aware o f m odern hea l th t echn iques, as ne i ther a re th ey very tech savvy nor a re they m uch

in terested . Not very pr ice sensi t ive as a category. Convenience is imp ort ant. Hence, they loo k for solut io ns in the close proxim ity of t heir house.

Per cept ion ab out Gym

They assoc ia te the idea o f W eigh t reduct ion and Look ing good t o th e gym, ra ther than the idea o f

Fi tness and Activeness . Therefore the ho usewives that are in good shape already feel that a Gym is

not a necessary act iv i ty for t hem , as they are a lready having a perfect ly balanced body. Also, even the

ones who fee l tha t a gym can be a so lu t ion do no t look a t i t as a long te rm so lu t ion , bu t r a ther a

transient solut ion .

Basic featur es T hese are m ust

These are fea tures wi thout w h ich a ho usewi fe w ou ld no t even consider a gym f o r m emb ersh ip . They are

in genera l descending order of im porta nce.

1) Guidance (Exercises + M ot ivat ional) Owing t o th eir lack of kno w ledge and general w ork-shynatur e, they are not even going to consider a gym un less i t has an excel lent tra iner w ho can not

only g ive them technical guidance regarding m achines and exercises, but a lso inspire and

m otivat e them to keep com ing regular ly, keep comp let ing the exercises, adher ing to t he heal th

plan etc.

2) Hygiene A very im por tan t aspect and a key determ iner o f a bad gym f rom a good gym .3) Timings Ow ing to their schedule as descr ibed above, they w ould pref er a gym that o perates at

a t im e tha t is conven ien t fo r them . For th is they are even ready to pay a pr ice premium .

4) Locat ion M ust be c lose to the i r house. Som e o f t hem w ere found say ing I w ou ld never ge tin to a car and go t o a gym

5) Com pany They w ou ld general ly jo in a gym w i th a f r iend, and go a long wi t h her so tha t theyhave com pany. Thus incase they have not fo und anyon e to go alongw ith, in general they w ould

not jo in .


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Advanced featur es I w ish these w er e ther e

These are the ext ra fea tures tha t a ho usewi fe w ou ld w ant to be g iven the op t ion o f choosing f rom.

1) Gym or ientat io n upon jo in ing Owin g to their lack of education of the var ious options avai lableto t hem in te rm s o f the m ach ines and exerc ises, they w ou ld pre fer a gym or ien ta t ion upon

jo in ing.2) Custom ized hea lth consu l tan t so lu t ions They w ou ld w ant to be adv ised on the i r overa l l

heal th p lan, w hich includes food, sleep, l i festyle and exercises. Thus a com prehensive

custom ized hea l th p lan i f o f fe red a t a gym w ou ld incent iv ize housewives to jo in tha t gym .

3) Tangible results They w ould w ant t o see a certa in no. of kgs reduced, or inches of t he w aistt r im m ed, af te r a st ipu la ted per iod o f t ime, and then have a person fo l lowu p w i th them w i th

m onth ly m easurements to no t on ly show them the progress, bu t a lso m ot iva te them to keep

com ing t i l l the target w as achieved.

4) Group schemes I f there is a d iscoun t scheme t hat can be avai led i f I enrol l m y fr iend along w ithm e, o r if I am a group o f hou sewives, then tha t w ou ld be an a t t ract ive proposi t ion fo r t hem to

jo in .5) Addi t iona l serv ices Ow ing to t he i r non-exercising na ture , they w ou ld look a t w ays o f how to

m ake their regime interest ing and enterta in ing to sustain their in terest. Thus mon thly dance

classes, Aerobics and o ther energetic and fu n f orm s of exercise should be encouraged. This

w ou ld no t on ly in t roduce a factor o f m er r iment , bu t a lso awaken the i r laten t in te rest tow ards

the gym as a wh o le .

6) M ore show ers They w ou ld w ant m ore no . o f showers as they take longer to ba the .Key in ter est ing ins ights

W e have extracted few character ist ic snippet s of conversation w ith t he TG in t h is sect ion. These m ay not

be in l ine wit h the m ajor i ty, but are st i l l useful for u nder standin g their varying perspectives to design thecomm unicat ion fo r a n iche segment .

I jo ined the gym because by boyf r iend w as go ing there Need for company

I do n ot go to the gym because I ha te th e sight o f fa t people , and people in the gym ar e

genera l ly fa t Conscious o f sur rou nd ings and people .

A gym should t r a in t he person to tak e car e o f h imsel f hea l thw ise - Pr efer n atur a l w ays.

Once I went to the gym w here the t ra iner w as fa t Look fo r mo t iv a t ion f rom t r a iner

I n eed more showers in the gym a s g i r ls take longer to ba the Female specif i c

Thus our TBI for th is segm ent is:


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I w i l l go to a gym t ha t i s a t a conven ient loca t ion and pr ov ides long te rm and

custom ized heal t h solut ions, a t a t im ing of m y convenience, in a h ygienic

e n v ir o n m e n t m o r e t h a n a n y ot h e r g y m .

For Studen ts

A b ou t T G

Stud ents by natu re are pr ice sensi t ive, as they are no t earnin g, but rather get t ing m ont hly / annual cash

al low ance out o f w hich they need to m anage their spending. Also, anot her face observed is that t hey

w i l l general ly wa i t t i l l the po in t they are comple te ly Out o f shape be fore they s ta r t cons ider ing the

need fo r a hea l th so lu t ion .

There is a certa in degree of camarader ie observed am ongst student s. Staying in h ostels usual ly, they are

used to col laborat ing fo r t he dai ly act iv i t ies such as dinners, study sessions and o ther spontaneou s

outdoor p lans. Th is par tnersh ip is m ore than just a f r iendsh ip i t he lps them m ot iva te each o t her ,

support each oth er, and som etim es col laborate in term s of logist ics or spending. Whi le choosing

betw een opt ions, genera lly they rem ain very u t i l i ty focused a general no f r i l l s a t t i tude. The thought

of fr i l ls augm ents the feel ing that t here is an extra amo unt b eing taken from us for the same service.

Anot her valuable insight regarding th is TG was that th ey have an aff in i ty f or contr o l and ow nership.

Hence, any dependency on anyone, they w ould w ant t o learn the ski l l them selves so as to be able to

funct ion independent ly .

Per cept ion ab out Gym

The general perception am ongst th e TG was that gym is a d ispensable act iv i t y i t can be easi ly replaced

by jogging, cycl ing and sport s, as was the case observed in m any int erview s. I t is not real ly associated

w i th t he w ho lesom e concept o f hea lth and f i tness. They a lso fe l t t ha t t he concept o f gym has becom e

com m odit ized, being only a resource used for achieving a heal th t arget. Thus there w as no

di f feren tiat ion perceivable in th eir m ind regarding the var ious gym services avai lable. Hence we had t o

real ly press them to innu m erate advanced features that t hey w ould w ant in a gym service, as they are

comple te ly a l ien to the concept o f gym p rov id ing any add i t iona l value o ther t han tha t usua l ly

prov ided .

Al tern atively, ther e was a d i f feren t school of tho ught f or regular gym goers. Gym w as a source of

energy, stren gth and posi t iv i ty fo r them . But t hey fe l t t he gym instru ctor is only necessary for th e f i rst

few m onths, and a f te rw ards a simp le presence on ly fo r o f f and on suppor t w ou ld be su f f icien t .

Basic featur es T hese are m ust

These are fea tures wi thout w h ich a s tudent w ou ld no t even consider a gym f o r m emb ersh ip . They are in

genera l descending order of importa nce.

1) Location For the stud ent , i t s al l about t he convenience, given his unw i l l ingness to gym in th ef i rst p lace.


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2) Timings This is part icular ly im port ant g iven t he un predictable schedules of stud ents, especia l lyfor t hose in M BA col leges.

3) Price As m ention ed, stud ents are pr ice sensi t ive. No mat ter ho w good t he gym is, i f theysimply can t affo rd i t , th ey can t jo in.

4) Equipm ent Student s want t o know tha t the i r gym has the equ ipm ent necessary fo r a goodhol ist ic gym. Function al i ty is the key here.

5) Tra iner The t ra iner becomes impor tan t in th e f i rst fe w m onths o f t he student jo in ing. Hew ou ld no t on ly look fo r know ledge and mot ivat ion f rom a gym inst ructor , bu t a lso the s tudent

w ou ld judge the leve l o f exper ience o f th e inst ructor , w hether he has had any fo rm al t ra in ing

and even the physique of the instructo r ! Thus, an instr uctor can pot entia l ly inspire the student

to cont inue w i th a gym a t the onset o f jo in ing.

6) Hygiene We fe l t th is trend strongly especia l ly am ongst fem ale stud ents.Advanced featur es I w ish these w er e ther e

These are the ext ra fea tures tha t a s tudent w ou ld w ant to be g iven the op t ion o f choosing f rom .

1) Density of people and overal l am bience Stud ents w ould ideal ly w ant a gym t hat is spacious,no t t oo crow ded, w i th a good equ ipm ent to peop le ra t io . The qua l i ty o f the gentry is a lso

im port ant for stud ent s as w el l as the general amb ience (M usic and l ight ing w ould p lay an

imp or tan t ro le here) .

2) Custom ised heal th consul tat ion Sim i lar to ho usewives, some studen ts w ished for a d iet p lanand speci f ic exercise regime as per th eir body t ype to be detai led, mo nito red and updat ed for

t h e m .

3) Discounts for studen ts Stud ent d iscounts w ould be a great m otivat ing factor . Alsoachievement re lated discount s w ould be a great benefi t - I f I lose 10 kgs in 6 mo nt hs, then f or

the n ext 6 m ont hs I get a 10% discount . In l ine wit h pr ice sensi t iv i ty and lackadaisical nature ofTG.

4) Per day / Per w eek p lans Owing to t ime constra in ts , per day or w eek p lans wou ld m ean morenum ber o f students wi l l ing to comm i t .

5) High ut i l i ty leaner packages Unl ike housew ives, stud ents w ould l ike to avai l ONLY of t he gymservices, in l ine wit h their general no-fr i l ls att i t ude. This would h elp them get the best pr iced

package w hich is sui ted to t heir needs.

6) Gym Caf Students w ou ld w ant a caf ou ts ide the gym to p rov ide foods o f the d ie t t ha t thetra iner has recom m ended. Eg: Prot ein shakes. This can also b ecome an addi t ional socia l izing hot

spot , w h ich the s tudents wou ld be in te rested in .

Key in ter est ing ins ights

W e have extracted few character ist ic snippet s of conversation w ith t he TG in t h is sect ion. These m ay not

be in l ine wit h the m ajor i ty, but are st i l l useful for u nder standin g their varying perspectives to design the

comm unicat ion fo r a n iche segment .


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I m n ot a b ig fan o f A / C gyms. Fans and good c i rcu la t ion w ould be be t te r No- fr i l l s at t i t ude

The da y I do not go to the gym, I f ee l rea l ly low Regular passionate gym goer

Th e need to go to the gym is overhypedGym becomi ng un fash ion able

I w ould pre fe r yoga over gym m ing as i t t akes car e o f In te r na l hea l th as we l l Externa l i t yatt ached t o a gym

Thus our TBI for th is segm ent is:

I w i l l go to a gym tha t is spa cious, closeby, w el l equipped a nd pr ovides m e w i th

a g r e a t a m b i en ce t o w o r k o u t a t a b e t t er p r i ce t h a n a n y o t h er g y m .

tbi assignment1 group 1

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