(Thanks to Ilya – Billboardroom!)
What is the key to marketing this service of Fitness and weight control?
Traditionally, marketers used to draw a contrast between “before” and “after” stages of people, and the difference attributed to the advertised brand. Thereby, the aspiration value was tapped and hopes attached. Most of the people aspired to be identified with “good looks” and here was a brand that promised to take them there, with demonstrated results. This last bit was what was instrumental for major portion of sales.
This advertising technique was one of the major marketing platforms for the most famous Indian fitness centre – VLCC.
In India, over the past 10-odd years, fitness and weight loss has become almost synonymous with VLCC (Vandana Luthra Curls and Curves), with the company enjoying probably the strongest Brand Recalls in the country. Be it rapid weight loss, skin care treatment, or exercising, VLCC has virtually monopolized the Indian Fitness market and has emerged the Market leader in most of its service categories (not to undermine the other existing players).
Jumping on the tagline “Shaping your confidence” created by JWT, VLCC focuses on Direct Marketing through mailers, and boasts of a strong CRM model. This entails high repeatability and in turn, consumer loyalty. Though the services come at a premium, an equivalent quality in service levels is ensured with modern equipment, counseling services and other value-added services.
Beauty and fitness market has quickly evolved in India, with both the genders becoming equally conscious about their appearances and health. This is backed strongly by the rapid rise of the young consumers with high disposable income. According to an old article in Hindu Business Line, the Fitness industry had already crossed the Rs. 1000-Crore mark last year and is growing currently at a rapid pace of 50%. This is further complemented with a strong demand from the corporates and the affluent class for fitness equipment installations and services… Just the season VLCC would dream for 😉 .