Consumer Behavior

Using Maslows Hierarchy of Needs to Advertise a Gym

Vineet Abraham,01 Bhavya Sharma,43 Trinolda Colaco,11

What is it?

Golds Gym
- Started in 1965 in Venice, Cal - Associated with serious workout, best equipment, The Mecca of Body Building - Target Market- Upper Middle Class and above - Student Discounts, Complimentary services, free trial workouts, guest passes

Physiological Needs
Consumer Profile Age Group : 18 to 35 years Urban and Semi-Urban Students and working professionals Strivers and experiencers Tech savvy Lead busy lives

Communication
Health is wealth Important to stay fit to live a fast paced life

Media
Social Media: Facebook and Twitter Celebrity Blogs Outdoor ads Newspapers: TOI,HT and Economic Times Magazines : Outlook, India Today, Femina TVCs for weekend evening slots.

Security Needs
Age group : 16-26 years. Female students and working women who live or travel alone. Urban and semi-urban areas Strivers and Experiencers

Communication
Self defense enhances self reliance/confidence It is important to be able to defend yourself along with staying fit

Media
Women Centric Magazines :Femina, Elle,Good Housekeeping, Womens Era. Radio spot : Radio Mirchi, Radio One Social Media : Facebook , Twitter, YouTube Newspapers : English Dailies like TOI,HT and major regional dailies

Social Needs
Consumer Profile
Belong to one or other group. Love and affection. 30- 50 years Settled in life. Satisfied basic needs.

Communication.
Gym a Communal Place
People of same motivation come there. Support of other people. Group discounts, Aerobics.

Media
Print: Bussiness publications, Journals, Magazines like GQ. Outdoor:. placed in crowded places, and mostly communal places. TVC: Timeslots targeted would be weekend slots, sports, awards. Social Media: Blogs, Twitter and Facebook

Esteem Needs
Consumer Profile
Need to feel to be in esteem by other people Above the age of 40 Recognition in terms of their work.

Communication
Body, A reflection of dicipline
A well kept body at a mature age. Reflection of years of hard work Dicipline.

Media
Print: Newspaper dailies, Magazines like The Week, India Today, Time Magazine. TVC: Ads will be shown in Discovery, National Geographic, News Channels. Celebrity Ads: Celebs who have maintained over time, Akshay Kumar, Salman Khan.

Self Actualization Needs

Age group : 50+ years. Men and Women, Urban and semi-urban areas Upper Middle Class and above Attitude towards health and fitness: When I feel my best I can achieve anything see problems in terms of challenges and situations requiring solutions, rather than see problems as personal complaints or excuses

Communication
-Its not too late to be what you CAN be and WANT to be. - Remove any myths about having to be young to be fit again

Media
TVCs Publicity and sponsorships Magazines Radio Internet Direct Mailers

Thank You