TOPIC: Marketing Project for New

Product

SUBMITTED BY: Waseem Abbas (140-BAF-11)

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Table of Contents
Executive Summary.................................................................................................... 3
Introduction................................................................................................................ 4
Need........................................................................................................................... 4
Current Market Situation............................................................................................ 4
Target Market.............................................................................................................. 5
SWOT ANALYSIS.......................................................................................................... 5
Strengths................................................................................................................. 5
Weakness................................................................................................................ 5
Opportunity............................................................................................................. 5
Threats.................................................................................................................... 5
Market Strategy.......................................................................................................... 6
Marketing Mix............................................................................................................. 6
Product.................................................................................................................... 6
Gloves.................................................................................................................. 6
Belt....................................................................................................................... 7
Straps................................................................................................................... 7
T shirts and shorts................................................................................................ 7
Wind breaker:....................................................................................................... 8
Shoes:.................................................................................................................. 8
Place........................................................................................................................ 8
Price........................................................................................................................ 8
Promotion................................................................................................................ 9
Budgeting:.................................................................................................................. 9
Opening Monthly Expenses:.................................................................................... 9
Sale budget for month............................................................................................. 9
Expenditure........................................................................................................... 10

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Executive Summary
Gainz, is a limited liability corporation that provide affordable gym
accessories (Track Suite, Shoes, Belt, Gloves, etc) at low cost. It provides its
products to the people (Consumers) of Lahore and its surrounding areas.
Working on this project gave us great confidence and exposure. We
observed that practical work is much different as well as difficult from
theoretical work. During our work we found out that business idea/ idea of
your project is the most important thing to start a new business. When you
hit the society and the markets you must have some kind of idea which
appeals people and penetrates easily into the market.
As we all group members love sports and also do some at some level. This
business idea struck our minds many times before but we never got any
chance to execute it. With this opportunity we picked up this idea and
worked on it with an objective to make people fitter and make them
healthier. It is our dream that sports prosper in our country better than ever.
So, we did our best to prove our worth with this only opportunity given by
you.
During our surveys and meeting with professional bodybuilders, trainers,
Sports shop owners, etc we came to know that there is an increasing trend
of bodybuilding in our country. People are more conscious about their health
and fitness. Professionals gave us a light of hope of success of our project
but success comes with a price which means that we also got some
negative feedback from certain class of our society who have vague notions
about this field and some false beliefs, such as bodybuilding just makes you
bulky only, but not powerful as well as some believe that bodybuilding stops
your growth but we tried to convince those people by presenting them latest
researches and directing them towards some informational documentaries
to shed some light on them and to make them see clearly, what is wrong
and what is right. We found out that with a great business idea and pre work
required to execute it (analyzing need, analyzing target market, Budget,
marketing mix, etc) if done properly and with concentration you can be very
successful.

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I
ntroduction
Gainz, is a limited liability corporation that provide affordable gym
accessories (Track Suite, Shoes, Belt, Gloves, etc) at low cost. It provides its
products to the people (Consumers) of Lahore and its surrounding areas. It
provides accessories to the people who wish to become fit and go to the
gym for fitness. We started our project on bodybuilding accessories
because of its increasing trend in Pakistan and specifically in Lahore. If we
compare to the past there was no trend of bodybuilding in Pakistan. But due
to increase of diseases most doctors recommend fitness thats why people
of today have more urge toward their fitness. We feel its need in our country
because there is no specific outlet which contains all bodybuilding
accessories as Nike and Adidas provides specific products for football
and CA & Hunt for cricket. If one wishes to buy all the accessories of
bodybuilding he has to go to many shops but GAINZ provide all accessories
in single destination.

Need
There is no sportsman who never visited gym. Every sportsmen need to go
to gym to improve his specific muscle which is used in his game. For
example: legs are target muscles for footballers and rowing players, Upper
body are target muscles for boxers and for tug of war players, etc. so
everyone going to gym must need gym accessories.

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Current Market Situation

Target Market
The target market is the resident in the Lahore areas between the age of
18+ and who are interested in maintaining an active lifestyle but may not
be able to afford expensive gym accessories. We believe that this is a good
target market for this area because of the large volume of people in that
age category who are resident of that area.

SWOT ANALYSIS
Strengths
All bodybuilding products under one outlet
Lower price than the market
High quality goods
Domestic Market

Weakness
Personnel service training can be high in cost
Short of marketing budget to attract business client
Newness: New brand in the market.
Future profitability problem
Small Scale businesses

Opportunity
Bodybuilding market in growing rapidly
Increasing heart and other diseases are causing people to pay
importance to exercise and health care activities
People are getting use to have gym and fitness club in their daily
routine life
New markets
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Growing demand

Threats
Declining economy: Many people are becoming conservative with
how their money is being spent

Global economies
Financial Capacity

Market Strategy
Basically, our product is for sportsmen but fitness is something that
everybody dreams-off. So, we have devised some marketing strategies
which would help us to attract more customers & customers from every
social or financial class. Our marketing strategies are given below:
1) We offer 5% commission to any gym owner/ trainer. If they send 5
people/ customer to us buy their reference per month. This commission
would become 10% if they send 10+ customers
2) We offer buy two get one free package on shirts & shoes for first month
of inauguration.

Marketing Mix
Product
Gainz is providing gym accessories for the bodybuilders and it is providing
all items at the lowest price in the market. We are dealing in the following
products:

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Gloves
They help to prevent form getting calluses and it is good for firm

grip

Belt
It prevents the injury of lower back and grip the abdominal
muscles and bones
firmly

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Straps
It is use to increasing grip to rod further more than gloves

T shirts and shorts

so that the adjust according to your body shape.

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Wind breaker:
It is polyester stuff jacket to block wind just after gym.

Shoes:
Shoes are specially made for bodybuilders with thick sole and
upper is of synthetic leather so to make them light weight.

Place
We will build our first outlet in fortress stadium. We have selected this
place because of its large number of visitors throughout the day. On
the average 2 to 4 thousand people visit this place and almost they
belong to different classes of society as well as there is no other
sports shop offering bodybuilding products which make us almost
monopolist.
We have no sole competitors but there are 3 or 4 close competitors
which offer some of our products for bodybuilding. Such as Adidas,
Nike, Roshi Sports and 1 or 2 other local shops located at chuburji.
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Price
We adjust our price according to our cost and commission. We visited
Faisalabad & Sialkot factories for rates of track suites. We are using
Cost + profit strategy for pricing

Promotion
For more promotion of our product, we have planned to give 100 free
T-shirts to our first 100 Customers. This shirt has logo of our brand on
the back side of this shirt for the promotion of our brand.
*We have build our facebook page named as Gainz and all update
relating to our new products will be posted there.
*We would launch our brand website carrying all the latest information
and update for the customer support and customer can buy things
from our online store and customer can also review our products and
give feedback on it.
*We promoted our brand by advertising in news paper which will give
us exposure.
*We also have made pamphlets and distributed in the different gym
located in different areas of Lahore.

Budgeting:
The starting budget for GAINZ is (ten million) and details are given below:

Opening Monthly Expenses:

1,000,000 (At Once)

Rent per Month

100,000/ Month

Renovation

300,000 (At Once)

Promotion

150,000 (At Once)

Sale budget for month (my sale budget base on the forecast)
Products

Track suit
Shoes
Gloves

Units

sale price

total sale

40

5000

200,000

70

4000

280,000

1200

54,000

45

Wrist band

50

500

25,000

Waist belts

25

2500

62,500

Socks
(649,500)
Expenditure
Products
sale

80

Units

350

28,000

cost per unit

total

Track suit

40

4000

160,000

Shoes

70

3000

210,000

Gloves

45

800

36,000

Wrist band

50

300

15000

Waist belts

25

1800

45,000

80

250

Socks
(486000)

20,000

The Expected Revenue for the first month is (163,500)

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