INTEGRATED MARKETING COMMUNICATIONS

1) Complete a SWOT analysis to identify the Gymshark Strengths, Weaknesses, Opportunities

and Threats.

Strengths:
 Having a competitive advantage over other competitors through social influencer
marketing.
 Direct selling to customer which saves cost of mark up prices of the products.
 Offers affordable products to customers.
 Customer driven brand through collection & reviewing their feedback.
 Have proper control over inventory of products.

Weakness:

 No physical interaction with customer and the brand.

 No intermediaries in their distribution network as they are on direct selling method.

Opportunities:

 Large number of social media users and influencers to target and get sales for profit
and revenue.
 High demand of “Athleisure” in the UK to cater to.
 Targeting non-athletic customers with sporty fashion trends.

Threats:

 Customers are loyal towards competitor brands.

 High competitions with other brands.
 Chances of the trend of Athleisure coming into an end.
 Counterfeit products sold which leads to sales being affected.

2) Based on the SWOT, set 3 clear marketing objectives that will help Gymshark grow and
improve market share. The objectives should follow SMART criteria and at least one must
be a Promotion objective.

Marketing objectives involving SMART (Specific, Measurable, Achievable, Relevant, Time-

based) criteria that can be implemented by Gymshark are:

1. Setting up physical stores in well research foreign location so that customer can try out
the merchandise of the brand before they purchase it. Moreover, there are some
demographic that prefers to purchase products from physical retail stores rather than
online website, so this is a perfect opportunity to cater these demographics.
2. They can host promotion campaigns in social media platform such as hosting giveaways
and competitions in apps such as Instagram so that they have higher interaction with their
customers and improve the relationship between them.
 3. To overcome competition from market leaders like Nike and Adidas, Gymshark can use
competitive pricing strategies for their diverse collection to attract potential customers
who want to try out new brands.

3) Discuss how the marketing mix can achieve these objectives. Please note that the focus of
the 4P’s must be on the Promotion element.

Product: Wide variety of sports apparel such as vests, hoodies, tees, leggings, parkas which
will boost demand from fitness and non-sports consumers, especially to the ongoing
Athleisure fad.

Price: Affordable pricing to attract fitness centric millennials as well as competitive pricing to
attract new customers to get their competitors customer from Nike and Adidas.

Place: Selling directly through their online website which can cater to wide geographic area,
as they already sell in 177 countries. Their website is also easy tor the customers to use as it
is designed to be user friendly, convenient, available anytime and anywhere.

Promotion: Since Gymshark retail model is through online selling, it is easier to promote
through social media marketing and search engine advertising. Since social media is widely
used by everyone, it is the perfect opportunity to boost their revenue and sales while
simultaneously allowing brands to interact with their customers and measuring trends.