Kickstarting the fourth season of CNBC-TV18's special show Lession in Marketing Excellence (LIME), Indian School of Business (ISB) Hyderabad battles it out to find the best marketing strategy for fitness company Talwalkars.
Talwalkars is one of India's oldest and largest fitness companies. Infact in 2010 Talwalkars became the first fitness company to list on India’s stock exchanges. With 128 centres across 68 cities offering services from gyms and spas to aerobics and health counseling Talwalkars has an active base of 125,000 members. The 80 year old brand enjoys market leadership with 10 percent share of the organized fitness industry and has been in expansion mode covering cities as Ghaziabad, Indore, Bareli and Trivandrum over the past year. It is now promoting non-gym based fitness alternatives such as Zumba, a dance fitness program and a 20 minutes a week fitness solution using electro muscular stimulus technology. It has also launched a diet based weight loss program called 'Reduce'. Talwalkars now wants to use new solutions in technology such as these to expand its brand and want some ideas from the teams from ISB. So what the teams need to do is:- Identify new areas of growth to increase penetration and share of the Talwalkars brand.
- Create a product development and marketing strategy that is low on capital investment.
- Help Talwalkars increase its consumer base and consolidate its leadership position.
- Suggest a media strategy to achieve all this.
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