Strategies and Tactics for Xtreme Gymnastics - Essay Example

Strategies and Tactics for Xtreme Gymnastics Table of Contents Strategies and Tactics for Xtreme Gymnastics 3 d. Tribal Marketing 3 Focus on consumer connections and shared passions- The Tribe 3 e. Strategy Implementation Tools/Crafting the Marketing Mix 4 1. Product 4 2. Price 5 3. Place 5 4. Promotion 6 5. Public Relations 6 6. People 7 References 8 Strategies and Tactics for Xtreme Gymnastics d. Tribal Marketing 1. Focus on consumer connections and shared passions- The Tribe The literature on tribal marketing goes back at least a decade, and enlightened views of what the consumer population actually looks like incorporates insights into viewing customers as wanting to be part of a community or a tribe, and this wanting constitutes a far larger impulse than what traditional, individualist conceptions of consumers make them out to be, in traditional marketing. This sense of community, and the impulse to community and shared experiences, is at the core of a successful strategy for Xtreme Gymnastics. The idea is not to essentially silo consumers into artificial target markets, though those are useful, but to regard what is already in place in terms of how consumers group themselves into tribes, and then fashioning strategy according to those naturally defined groups or tribes. In this view of the consumer, the market for Xtreme Gymnastics consists of people who will want to enroll in the programs partly, and to a large degree, because of the way enrollment allows them to be part of a community they cherish, and to which they feel a special sense of belonging. On the other hand, from a traditional marketing perspectives, tribes can be considered as just another way of segmenting the population. Be that as it may, in this context, passions, emotional connection, and this sense of community shall be the hallmarks of this tribal marketing strategy for Xtreme Gymnastics (Cova and Cova, 2001; Dionisio, Leal and Moutinho, 2008; Cova and Dalli, 2009). In the concrete, strategies surrounding the marketing of Xtreme Gymnastics to the chosen market segments of young females is to include highlighting aspects of that market that relate to the programs and to gymnastics in general as being a tribe, or being part of a tribe. This means reinforcing those aspects of the programs that induce a kind of special membership to a select group. For Xtreme Gymnastics this can mean reinforcing notions of gymnasts being a select group, and likewise reinforcing how the programs foster friendship and togetherness as part of an in-group. Tactics can include reinforcing the use of standardized gear and uniforms, team building and get togethers, and constantly referencing the national gymnastics programs for all kinds of memberships and affiliations that those can provide enrollees at Xtreme Gymnastics (Cova and Cova, 2001; Dionisio, Leal and Moutinho, 2008; Cova and Dalli, 2009) e. Strategy Implementation Tools/Crafting the Marketing Mix 1. Product The product in this case are the programs being offered by Xtreme Gymnastics, as well as the establishment itself. The product has been defined well, and takes off from the products on offer at the level of the National programs. They have been proven to have wide traction, and a large part of the product aspect of the marketing mix includes the quality of the facilities and the level of instruction. An aspect of product is the certification of the teachers who are to conduct the programs in the facilities, garnered directly from programs on offer at the official national program. There are also two aspects to the products. One is that the product is partly the establishment itself and its related facilities, and the other is the set of services on offer via the different programs catering to different ages and skill levels, as earlier discussed. The product differentiation aspects are the quality and appropriateness of the program services, and the quality of the facilities themselves. The quality levels are to exceed those on offer in other facilities, in order to exceed client expectations across all of the programs on offer at Xtreme Gymnastics (Yoo, Donthu and Lee, 2000; Gronroos, 1994). 2. Price Aspects of pricing for the programs on offer at Xtreme Gymnastics are to take off from considerations relating to premium versus value positioning. The emphasis on the quality aspect of the products ought to reflect somewhat on the kind of pricing strategies to adopt. Too low pricing can dampen the quality aspect of the services being offered, and pricing that does not reflect the realities of the market can likewise dampen enthusiasm, especially in the presence of competitors with equal or better quality programs. The strategy therefore is to strike that middle ground, and shore up the quality of the instruction via the certifications, in order to position Xtreme Gymnastics offerings as being on the premium side. The constraints on the other hand are mostly with regard to what the market expects to pay for such services, given competition, and given what the national programs have on offer and how much those cost. Aspects relating to demand and supply impact pricing in this sense, as much as pricing aspects tied to overall premium or value positioning. Xtreme Gymnastics is to position itself towards the premium side of the equation, meaning that pricing is to approximate premium pricing in the national programs and in similar programs near the facilities and target markets of Xtreme Gymnastics (Yoo, Donthu and Lee, 2000; Gronroos, 1994). 3. Place The point of consumption of the services being offered by Xtreme Gymnastics is primarily the set of physical facilities that are to host the programs, teachers and students. This is to be complemented by an Internet presence, where the services are to be extended where applicable. The Internet presence shall act as points of interaction to extend the physical facilities of Xtreme Gymnastics. Place in this sense is also an aspect of product, and this has been discussed earlier. Place, in the form of the facilities and the online presence, are also points of differentiation for Xtreme Gymnastics and its service offerings (Yoo, Donthu and Lee, 2000; Gronroos, 1994). 4. Promotion To reinforce the tribal marketing strategies discussed here, a substantial promotional tactic shall be in the form of a referral program, where current members will get discounts and free enrollment to programs in exchange for their recruiting new members and referring potential clients to the sites and to the teachers and administrators of Xtreme Gymnastics. Moreover, promotional activities shall also include school tours offering free lessons and free membership to on-school programs. These latter activities are meant to increase engagement with the target markets, induce trial buys, and widen the marketing awareness and traction of the facilities in the minds of the target markets (Yoo, Donthu and Lee, 2000; Gronroos, 1994). 5. Public Relations The drive to offer free lessons and programs to schools surrounding the facilities is partly about promotions, and partly also about utilizing those as aspects of the public relations aspect of the marketing mix for Xtreme Gymnastics. The goal is to generate positive buzz about the company and the brand, in order to generate new and repeat business via enrollment into the programs from students from the schools. One public relations strategy can be tied to building the Xtreme Gymnastics brand to foster brand awareness and to generate goodwill, by participating in school activities for instance, as a donor, and as a advocate for good causes not necessarily tied to gymnastics directly. Some good causes may include healthy eating programs in the community, and nutrition information campaigns online. The management and ownership of Xtreme Gymnastics can make itself more visible during community events, to make itself more approachable and relatable (Yoo, Donthu and Lee, 2000; Gronroos, 1994), . 6. People Training the teachers to achieve national certifications is partly an aspect of product, but also more importantly a vital component of the people aspect of the marketing mix for Xtreme Gymnastics. Also, part of the strategy related to this is the training of the staff and personnel in customer service, to make sure that customers come back and are happy with the level of service tied to the programs. As part of the strategy to offer premium, differentiated services, the rest of the staff, including maintenance, are to undergo training as well on hospitality and related areas, to make sure that the total experience in the facilities is excellent, akin to the level of service offered in facilities such as spas and country clubs. A continuous improvement program shall be set in place, to map the present and future training needs of all employees, to be incorporated into the annual plans and budgets of Xtreme Gymnastics. This is to make sure that present and future staff development needs are met, and that the company is able to improve the level of competency of its people through time (Yoo, Donthu and Lee, 2000; Gronroos, 1994). References Cova, B. and Cova, V. (2001). Tribal Marketing: The Tribalization of Society and its Impact on the Conduct of Marketing. European Journal of Marketing 2001. Retrieved from http://ygourven2.online.fr/webcom/cova-tribe-2001.pdf Cova, B. and Dalli, D. (2009). Working Consumers: The Next Step in Marketing Theory? Marketing Theory 9 (3). Retrieved from http://mpra.ub.uni-muenchen.de/36717/1/Cova_Dalli_2009_.pdf Dionisio, P., Leal, C. and Moutinho, L.(2008). Fandom Affiliation and tribal behaviour: a sports marketing application. Qualitative Market Research: An International Journal 11 (1). Retrieved from http://giem.iscte.pt/userFiles/File/Fandom%20affiliation%20and%20tribal%20behaviour%20-%20a%20sports%20marketing%20application%2019.02.2008.pdf Gronroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision 32 (2). Retrieved from http://www.iei.liu.se/fek/frist/fek1hel/mafo/forelasningar_2009/1.308975/Grnroos1994from4PtoRM.pdf Yoo, B., Donthu, N. and Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science 28. Retrieved from http://people.hofstra.edu/Boonghee_Yoo/papers/2000_JAMS_BE.pdf Read More