Gymshark Marketing and Communication Plan - NTU FMB - Year Two by dominiqueyearby

MARKETING & COMMUNICATION PLAN.

DOMINIQUE YEARBY - N0674975

INTRODUCTION

METHODOLOGY

WHERE ARE THEY NOW? BRAND OVERVIEW - 7. MARKETING MIX - 8. SOCIAL MEDIA AUDIT - 10. MARKET ACTIVITIES - 11. ISSUES & CHALLENGES - 12. MACRO & MICRO TRENDS - 14. COMPETITORS - 18. BRAND POSITIONING - 19. USP - 20. TARGET AUDIENCE - 21. CORE COMPETENCIES - 22. SWOT ANALYISIS - 23

HOW WILL WE GET THERE? SMART OBJECTIVES - 32. COMMUNICATION PLAN - 34. TIMELINE - 46. BUDGETING - 48. MEASURE & REVIEW - 50. CONCLUSION - 52.

WHERE DO WE WANT TO GET TO? LONG TERM GOALS - 25. OPPORTUNITIES - 25. PHYSICAL STORE - 26. POTENTIAL INFLUENCERS - 27. MARKETING STRATEGY - 28.

54. WORKS CITED 59. IMAGES 68. APPENDIX 72. BIBLIOGRAPHY

ETHICS

I can confirm that this work has gained ethical approval and that I have observed the terms of the approval in the conduct of this project. Signed .................................... Dated .....................

INTRODUCTION

‘FEARLESSLY PROGRESSIVE

AND CONSISTENTLY

FUTURE - CONSCIOUS’ (Gymshark,2018)

Created 6 years ago, Gymshark has revolutionized the fitness industry becoming the fastest growing brand in fitness. Fast growth is due to the brand’s understanding of ‘gym-culture’ (Leighton, 2018) and knowing their consumers desires. The concept, developed from the founder’s passion for fitness, is centered around the union of like-minded individuals including inspirational athletes who assist in the brand’s representation. According to Gymshark, ‘there is no idea too big or too small’ this report will analyse the brands current position in their market, and their growth potential including the opportunity for a physical space.

METHODOLOGY The fitness apparel market is highly competitive, any strategy must be justified with relevant research. Knowledge of the current market, trends and issues aid decision making. Primary research has provided an insight into Gymsharkâ&#x20AC;&#x2122;s customer profile, alongside their likes, dislikes, opinions on trends and opportunities for the brand. Secondary research via market data, interviews, websites and reports helped create and develop a strategy. Listed below are details of the research conducted for this report;

Online survey: centered around understanding Gymsharkâ&#x20AC;&#x2122;s customer, research enabled strategies to align themselves with consumers likes, dislikes and shopping habits. Questionnaire: gave insight into consumers opinions on Gymsharkâ&#x20AC;&#x2122;s brand and their opinions on possible future initiatives. Touch Point: An opportunity to gain insight from employees at Gymshark, presenting ideas and hearing feedback. Interviews: A number of interviews talking through ideas and hearing opinions from the target market.

WHERE ARE WE NOW?

BRAND OVERVIEW Named Best Pureplay Etailer (Under £50m turnover) in the Drapers Digital Awards winners 2018 (Geogheghan, 2018), Gymshark is bought by fitness enthusiasts around the world. Created by Ben Francis and friends as products available didn’t reflect the demands, trends or personalities of people like them who actually used gyms (FastTrack, 2016). Growth over the past six years has led the fitness apparel retailer becoming a global brand worth over $128 million. (Winkler, 2018). “This growth comes from a devotion to producing innovative, effective performance wear and an ever-expanding social presence, and above all a commitment to the Gymshark vision” (Nguyen, 2018). ‘We’ve set the standard and continue on our journey towards being the greatest fitness brand in the world.’ - Ben Francis, Founder of Gymshark

MARKETING MIX PRODUCT Currently Gymshark sells fitness apparel for both men and women. The product portfolio includes tops, bottoms and sports bras.

PLACE Currently Gymshark have a b2c model and can only be purchased through their own website. This has prevented the brand becoming diluted and their vision being lost, however misses the opportunities of meeting consumers.

PROMOTION

SALE

Gymsharkâ&#x20AC;&#x2122;s fast paced growth has been credited to their use of social media. The brand has continued to collaborate with like â&#x20AC;&#x201C; minded influencers who reach their direct consumer through their social media. The brand has held a number of pop events in global locations to interact with new markets.

PRICE

25 8.

They offer low price point items alongside higher priced performance gear. They are cheaper than brands such as Nike and Adidas, and considerably cheaper to brands such as Lulu Lemon.

PEOPLE â&#x20AC;&#x2DC;Our community of athletes, artists and visionaries stretch all the way across the globe. We are a family of like-minded indi-viduals working to bring our respective visions to life.â&#x20AC;&#x2122; (Gymshark, 2018)

PROCESS The brand is b2c creating a direct link for consumers to get their products. The company is based in the UK, having a number of offices and warehouses throughout the country to distribute and promote products.

PHYSICAL EVIDENCE Currently Gymshark do not have a physical space for consumers but have offered a number of pop up events in major cities worldwide. Their web pages are modern and are easy to navigate through.

SOCIAL MEDIA AUDIT

Facebook 1M Likes

YouTube 201k Subscribers

Twitter 200k Followers

Instagram 2.8 M Followers

(SimilarWeb, 2019)

YOUTUBE

57.48%

FACEBOOK 18.09%

11.84%

PINTEREST 8.93% INSTAGRAM 5.69% TWITTER

5.53%

Year on Year

10.

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55%

ikes on Inst l a ge

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Visits have e g lin

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Instagram is a huge part of our story because of the communities we create, but the challenge is always how to stand out among so many online businesses vying for consumersâ&#x20AC;&#x2122; attention.

32.48%

MARKET ACTIVITIES

The sportswear apparel market was predicted to make approximately 174 billion U.S dollars in revenue in 2018. (Statista, 2018)

The sportswear apparel market was predicted to make approximately 174 billion U.S dollars in revenue in 2018 (Statista, 2018) . It is an increasingly competitive and crowded place within fashion, brands like Nike and Adidas have an established place within this market being recognised globally. New entrants are introduced frequently, posing as a threat to Gymshark. The brands growth is due to producing innovative, effective performance wear and their ever-expanding social presence, which hadnâ&#x20AC;&#x2122;t been seen yet in the market.

11.

ISSUES & CHALLENGES

ISSUE

12.

Gymshark products are exclusively sold on their website. By selling their stock online rather than sold through any third-party retailers has ensured their image stays intact. However, the opportunity for customers to become aware of the brand through a larger audience is missed. If Gymshark sold their products in a store like Sports Direct, they would be seen on the high street without the huge investment of creating a physical store.

Steve Hewitt, Chief Executive Officer at Gymshark, claimed their aim is ‘how do we draw someone from Nike?’. Gymshark needs to make themselves stand out, by being different and consistently attention grabbing.

Adapting to new markets has been an issue for the brand. For instance, Gymshark promoted Black Friday sales in France yet the country do not partake in this season. Gymshark needs to aim to ‘become globally local’ focusing and adapting to each market rather than being so US or UK centric.

Gymshark must aim to stay relevant and fit with their consumers tastes, which was their strength. This can be done through constant trend analysis and customer profiling.

13.

MACRO & MICRO TRENDS HEALTH & WELLBEING has been a growing trend over the last number of years, it shows no signs of decline. The trends is in all different aspects of living and has evolved from a niche lifestyle concept into a main stream commodity embraced by everyone (Welltodoglobal, 2017). In 2018, one person out of seven in the UK owned a gym membership, as a brand focused on commitment to the gym this is an opportunity for growth and an audience to connect with. Last year in the UK there reached a total of 7,000 gyms (LeisureDB, 2018), showing a demand for gym products. Collaborating with a chain of gyms like Pure Gym, who have become the first operator to reach 200 clubs and have over one million members, could benefit both businesses.

PERSONALISATION allows shoppers to connect and build relationships with brands. It creates a memory of the brand and could lead consumers looking favorably on them. 31% of surveyed consumers say they wish their shopping experience was far more personalized than it currently is (Infosys, 2018). Utilizing this trend would benefit the brand, research found that 44% of consumers say are likely to become repeat buyers after a personalized shopping experience with a particular company (Segment, 2017). Altering their direct marketing could benefit Gymshark as 49% say they have purchased a product that they did not initially intend to buy after receiving a personalized recommendation from a brand. It could even increase the amount spent on shops as 40% of consumers say they have purchased something more expensive than they originally planned because their experience was personalized.

14.

EXPERIENTIAL MARKETING

has been seen as crucial component of a companyâ&#x20AC;&#x2122;s success said 84% of leadership roles like Vice Presidents (Bizzabo, 2017). Previously Gymshark have ran pop up events globally, thereby giving customers the chance to experience the brand and meet some of the ambassadors. 98% of respondents in one survey said they were more inclined to purchase with a brand after attending an event (Event Track, 2016) creating the possibility of huge sales for the brand if utilized. Increasing the brands reputation, experiential marketing would be successful as 74% of event attendees say they have a more positive opinion about the company, brand, or product being promoted after the event (Event Track, 2015).

15.

PLUS SIZE 68% of American women wear a size 14 or above (George-Parkin, 2018). Nike being more inclusive, have used plus size models in their market to appeal to this trend. However, this trend may not fit into the brand yet they should be aware and considerate to this market.

SUSTAINABILITY Two in five UK women aged 16-24 would like to see more eco-friendly fabrics used in clothing (Mintel, 2018) by changing fabrics they use to operate more ethically. This would help align themselves with environmental laws and earn them a better reputation.

INFLUENCERS Gymshark using influencers on social media to promote their products aided quick and efficient growth. The use of influencers is more prominent today, but what is next for online influencers? A micro trend within influencers is the use of podcasts (Hellenkemper, 2018) which could be utilized by Gymshark giving training information.

16.

SOCIAL MEDIA & TECHNOLOGY Now more than ever, it’s crucial for companies and brands to have social media strategies in place and to train employees about company morals and etiquette, so that when (not if) they are faced with a sensitive issue, they know how to handle it in a timely way. While it is important to balance the cycle of ‘negative exposure’ by sharing good, positive stories, it’s equally important to promote critical thinking and dissent. This will help brands align with consumers’ defiant side and break through their filter bubbles.” (Mintel, 2018). Gymshark has seen a huge, fast paced growth due to their creative use of social media and technology. This needs to carry on making sure that they keep their brand image strong and post relevant information that will appeal to their consumers.

MIND OVER MATTER mental health issues associated with beauty and lifestyle standards has been addressed in recent years. Brands are increasingly conscious of the message they are delivering to consumers and how this may affect them. Many brands have been criticized through poorly thought out marketing actions that have a negative, double connotation. In Ireland, 72% of Irish 13-19-year olds say that body image has caused them stress or difficulty, with 43% saying social media has done the exact same (Mintel, 2018) alongside this 24% of anxiety for UK children and teens is led by appearance. Gymshark needs to understand the effect their marketing could have on their consumers and empower them through the sensitive issue of fitness.

17.

COMPETITORS The... Mission

NIKE

GYM KING

FABLETICS

‘Established Player’

‘Athleisure Brand’

‘Sportswear Subscription Service’

‘‘Bring Inspiration and ‘Devoted to the pursuit of Innovation to every athlete* in individual style’ (Gym King, the world’ –‘*if you have a 2019) body, you are an athlete’ (Nike, 2019)

Sport innovation, sustainable

Known For products, global brand awareness

Target Market

Availability

Primarily targets consumers between the ages of 15-40 (MyMission, 2019). They focus their demographic down to women, young athletes and runners as their products are suited for this audience (Lutz, 2015). Available in 1,182 retail stores globally (Emarketer-Retailer, 2019). Sold through multiple third party stores and strong ecommerce website.

‘We create clothing that inspires you to stay active, whether that means competing in an iron(wo)man competition, sweating in the studio, or chasing after your kids. (Fabletics, 2019)

Clothing that is a mix of sportswear and streetwear, reality star ambassadors and their logo.

Co-founder actress Kate Hudson, custom built technology, subscription service

Young men and women who care about how their bodies look and how they can emphasize that in everyday clothes (McAlpine, 2016). Targeting the same market as Gymshark.

Women in a wide age range who want to wear trendy workout clothes all day, everyday (Conscious Communication, 2015).

Originally created as an online retailer, Gym King works with a number of third party retailers. Gym King is available to be bought in a number of JD Sports and Footasylum stores in the UK. The brand is also stocked on ASOS reaching a huge audience.

Social Media

Finances Visuals

18.

Revenue reached $36.4 billion Turnover of £10.46m ending in 2018 (Nike, 2018) June 2017 (Endole, 2018)

Annual revenue is exceeding $300 million (Ladd, 2018)

BRAND POSITIONING Premium

Fashion Forward

Mainstream

Affordable

Mature Market

UK Presence

Global Presence

Growth Opportunity

Young Market

19.

USP

“I remember looking around, and I couldn’t find any clothing I wanted to wear,” “So I said, ‘let’s make it ourselves.” (Bearne, 2018)

Competition is fierce and many fitness brands have become firmly established over time, an advantage Gymshark does not possess. Brands often have a specialty that is often a common passion shared by consumers. For instance, Nike is known for great running gear, to compliment this was the creation of a running app. Gymshark’s USP is they’re a brand that takes gym seriously and ‘make spot on products for gym-goers’ (Leighton, 2018). The brand has understood the obsession with gym fitness and how important it is to millennials.

This USP aligns itself perfectly with knowing their target consumer who aspire to be the influencers who work in collaboration with the brand, “The influencers give shoppers a reason to buy into Gymshark over other brands, because they feel a personal connection” Emily Sutherland (Bearne, 2018). Really understanding what their target market needs and requires has been a success of this USP and they know what’s necessary. For instance, the company started making body builder vests that fitted slim teenagers because most on the market were designed for older men who had already built up their muscle bulk, this understanding has allowed the brand to grow successfully.

20.

TARGET AUDIENCE Grace - 20 Birmingham, UK Post Graduate Going out with friends for drinks, Clubbing, Gym, Shopping, City Breaks

“It‘s not about how much you want it. It’s about how hard you’re willing to work for it” Balanced diet, Cheat days, Cocktails, Brunch ASOS, And Other Stories, Pretty Little Thing, Adidas, Zara, Topshop, Missguided

Tom - 23

New York, USA $74,000

Enjoys the cinema, football with friends, supporting a club, team sports and betting

“The grind takes NO days off” High Protein, Chicken, No Cheat days, Protein Shakes Nike, Levi’s, Vans, Adidas, Superdy, Weekday, Ralph Lauren

@tammyhembrow, @gracefituk, @kyliejenner, @patriciabright

@Barackobama, @Caseyneistat, @therock, @theshredbunny

Weights, Boxercise, Combat Training, Cardio

Weights, Team Sport , Intense Hiit Training, Boxing, MMA

Yogini

Pumped Up

Gain Girl

Mental Gains

Warrior Woman

Life Together

Socialist Combat Queen

Serious about their fitness and physical appearance. Their fitness regime has to fit into their everyday and they want to look good whilst training hard. Performance and style are crucial despite their young age. They are driven for success in their everyday. Between the ages of 16 to 25 they are fit focused, motivated and want to be consistently challenged. They are hard-working students, creatives and interested in business. They spend their time socializing with friends, watching popular tv and of course working out. They idolize people with desirable lifestyles or attributes such as Dwayne Johnson, Megan Grubb, Ronaldo and Tammy Hembrow. They don’t have lots of money so spend wisely on products they’ve researched, heard about and wanted for a long time.

21.

CORE COMPETENCIES Gymshark’s understanding of “gym culture’ is a strength for the brand and makes consumers look favouarably towards them. They understand what gym-goers want and are aware of the challenges they face. This paired with collaborating with influencers who care about their fitness, and actually use the product stands out because Gymshark seems to know what they are talking about.

22.

SWOT ANALYSIS

Strengths

Weaknesses

•Strong understanding of gym culture •Awareness of consumers needs and desires •Strong brand image, they have full control of as not diluted by being sold elsewhere •Affordable yet high performing products •Use of social media reaches their target audience and they have an active following •Recognisable

•Only in one market – fitness •Targets a specific demographic, can restrict them •Highly competitive market, with a number of established players •Trend led brand, will they be able to keep up with new trends? •Lack of distribution channels •Possible diseconomies of scale due to fast pace growth

Opportunities

Threats

•Their brand name – possible global expansion •Working with new influencers and athletes who could advocate for the brand and reach consumers •Health and wellbeing trend demonstrates a huge demand for fitness products •A physical store is an opportunity to reach consumers and create an experience with them •Government is encouraging health and fitness

•New entrants in the market pose as a threat •New trends – will health and fitness always be as important to consumers? •Use of influencers – could tarnish their image, need to be careful with who they associate with

23.

WHERE DO WE WANT TO GET TO?

LONG TERM GOALS

Dominate the Market

Grow Global Awareness

Gain more online following

Despite Gymshark’s age it is a player to be watched in the fitness apparel market. The brand is recognisable and reputable yet has goals for further growth. Gymshark’s product lines such as ‘squat proof’ leggings have considered the desires of gym-goers this innovation in a crowded market must be continued to gain higher market share. Gymshark is available in 177 countries wants to be a global brand focusing on the bigger picture rather than being so US and UK centric. The use of influencers facing products and giving their opinions has aided the company with insights on how their products are successfully used. This has given them a platform to share followers and get attention to customers that may not come across the brand in their usual day, this needs to be consistent and relevant. These adjustments would help them gain a higher market share and be the innovative brand in the market.

OPPORTUNITIES Last year the total revenue of the global sports apparel market reached $173.68 (Statista, 2019). The market is dominated by established players, so Gymshark needs to focus on new entrants and making sure that they are the choice of clothing for young people around the world. Current trends such as personalization, experiential marketing and technology are areas to gain growth in the market. Alongside the demand for fitness apparel ever growing, Gymshark lends itself to gaining followers and earning sales.

Personalisation

Experiential Marketing

Health & Wellbeing

Influencers

Social Media & Technology

25.

PHYSICAL STORE

It is crucial a physical store be innovative, exciting and smart for it to fit the Gymshark brand. The store must be fit with purpose built, modern technology that will benefit the consumer. A hands on and experiential approach is important. Urban and industrial will be the style, as that fits with the brands visuals and customers tastes. Based in central New York city as the US is Gymsharkâ&#x20AC;&#x2122;s biggest market and the city attracts tourists. New Yorkâ&#x20AC;&#x2122;s busy lifestyle fits in with consumers hectic life.

The store would be fitted with gym equipment so that consumers get a feel of why they should buy Gymshark. Store assistants will have a full two week training course and should have passion for fitness and fit with the Gymshark principles. The training course will allow them to get knowledge on all information about the products, what part of the body it benefits and be able to aid customers in any help necessary. A consultation is a one on one experience thats offered to customers including the use of the body scanner machines which shows how the products will benefit the user and how different exercises can help them. The store will be over three floors that all link to one another creating a feeling of one space. There will be a running track on one floor and there will also be a protein/smoothie station.

26.

POTENTIAL INFLUENCERS Collaborations with influencers occurred organically reaching out to their ‘heroes’ to hear their thoughts and gain feedback on products (Francis, 2018). It is not necessarily about being a big name or having a huge following but more about the culture, personality and how well they can work in a team. The influencer must be genuine, down to earth and taking a pro active response to inspiring people through fitness on their social media sites. Gymshark claims that they do everything with culture and personality first so a new influencer must not emulate someone who is already part of the Gymshark ‘family’.

Nadège Ndjebayi is an influencer that could collaborate with the Gymshark brand, despite not having the largest following compared to others (23k) her posts are full of genuine fun and personality. Nadège is based in Los Angeles yet is also French speaking translating all her captions in both languages this enables huge inclusivity globally. Her page shows how workouts and being fit can be incorporated into a fun, balanced lifestyle alongside exciting insights of her life. The young influencer is inspired by fashion and fitness which relates well to the taste of Gymshark’s target audience, she also has a voice and speaks confidently on body and global issues. Massy Arias offers an insight into how to balance fitness alongside having family. Although her workout videos are intense they offer different skills and tips that aren’t shown by many others. Her personality can be seen through photos as an exciting, helpful and insightful person, she often shares motivational posts.

27.

MARKETING STRATEGY January 2019

The ‘GymZone’ App by Gymshark A free app available for iPhones and Androids, allows users to track their workout progress, calories burnt, weight lifted and more. Each user will be able to easily personalize their interface to their personal preference. On the app is a community, social board where users can trade advice and compete each other to win prizes like promo codes and gain recognition. In addition, on the app will be playlists, podcasts, workouts on recipes created by Gymshark ambassadors to motivate users.

March 2019

Gymshark’s Platforms Fully Utlised

YEAR ONE

SHOP VIA INSTAGRAM

May 2019

‘Train like an Athlete’

28.

June 2020

Gymshark’s ‘Muscle Beach’

YEAR TWO

August 2020

The Gymshark Games

29.

January 2021

Gymshark Personalisation

Personalization is a key trend that Gymshark is going to apply in January 2021. Personalization has been seen to boost sales and builds relationship between consumers and their chosen brands. On limited number of clothing consumers can place their name on the back of tops or down the side of leggings, this creates an aspect of team that will make consumers feel like there a part of something and push brand awareness.

April 2021

Opening of Gymshark’s First Store

YEAR THREE

May 2021

Ambassador Unveiling In May 2021 there will be an ambassador unveiled. The timing of this aligns itself with the end of the ‘Gymshark Games’ competition. This will be a huge live event with musical performances and impressed stunts being performed. The presenter of the event will be Steve Cook as his personality lends itself to this role, and it can be watched online globally through the GymZone app.

30.

HOW WILL WE GET THERE?

SMART OBJECTIVES Over the next year (2019) a number of sensible, measurable, achievable, realistic and time bound goals that have been created to push Gymshark towards further success.

Brand Awareness To increase brand awareness by 15% by the end of 2019 through the introduction of a new app, campaign and successful marketing.

Social Media Platforms To increase social media platform following by 10% from 7 million to 7.7 million at least by the end of 2019.

Sales Increase sales by ÂŁ5 million in 2019 through the communication plan.

Lower Bounce Rate Reduce bounce rate from 32.48% by the end of 2019 through creation of an omni-channel experience for consumers.

32.

33.

COMMUNICATION PLAN YEAR ONE

Promote the app through all their major social media platforms. Introductory post that the app has been created and suggested to aid performance. Promotional banner on the side of Gymshark.com when the app is made available for consumers. Including a couple of statements roughly explaining the app and icons showing where it is available.

Direct marketing like an e-mail personalised to each user

The ‘GymZone’

Promote on the app store, seen on charts and in the browse section

34.

Promotional prizes and competitions available through the app by sharing that it’s been downloaded by users.

The GymZone

January 2019

Health and fitness app usage has grown by 330% in just three years (Netimperative, 2017). In January of 2019, will be the introduction of the Gymshark app ‘The GymZone’. Highly established competitor, Nike already has a successful app the Nike+ Run Club App (BusinessWire, 2016). The brand partnered with WeChat to promote the app in China which lead to 100k more users and 3k more run crews (Tanasoiu, 2018). The demand and usage for fitness apps is ever growing, some fitness fanatics go on apps at least two times a week some up to ten (Oath, 2017). An informative and interactive Gymshark app will link to trends such as personalization as every interface can be changed to fit user’s preferences. Other trends such as health and wellbeing and influencers will be utilized too.

Direct Marketing Emails

Marketing current consumers and those who have given permission to be on Gymshark reading lists (Campaign Monitor, 2019) will be sent a brief email notifying them on the introduction of the app. The email will entice consumers on the app, through the imagery and the tone of voice used. It will also include a promo code to access content on the app this will track this communications success.

35.

Gymshark Athletes Promotion

40%

have purchased something after seeing it on Twitter, YouTube or Instagram

Gymsharkâ&#x20AC;&#x2122;s athletes have a huge reach amongst the brands target market, their followers look up to them seeking advice on how to perform better at the gym. There seen as desirable and what they want to do their followers emulate.

49%

of consumers depend on influencer recommendation (Knightley, 2018)

Prior

During

After

Influencers should post photos on their social media accounts and explain how the app has been helping them improve.

Once the app is released a video of them using the app or a photo of them using them with a fun and interactive caption will entice users.

Caption includes a promo code with their name (e.g Steve Cook would use Cook19) to enter customers into a competition

Social Media Posts

Gymshark has a wide following on their social media accounts and this is where consumers may be informed on updates from the brand. Link to the app, including an introductory post

Gymshark introduces the GymZone For improving your performance anywhere, anytime the GymZone is your space for creating the best you. Free available for iPhone and Android. #Gymzone #beavisionary

36.

Banner on Websites •Banner placed accross the main homepage of the Gymshark website, this will reach direct consumers who are already aware and interested in the brand. •Banner along the side of major fitness websites, blogs and magazine pages, this will appeal to consumers who care about fitness. •The banner will include information on where the app is available and strong imagery of influencers using the app which will entice consumers.

Flyer in Post

•A promotional flyer with information on the app will be sent with all delivery orders. As they are sent to customers who have purchased Gymshark products they have a purpose to use the app and are more inclined to download it. •The flyer will be over one page displaying some of the features the app has to offer. Attatched will be a promo code which will measure success of this communication and allow consumers access to exclusive content on the app.

Promotion on the APP Store •Through paid promotion on the App store the app will be featured on the fitness charts as well on the free charts. This will reach a wide range of new consumers who aren’t aware of the brand but are interested in fitness.

Competition and Prizes •A competition to win the chance to have a healthy brunch and a training session with a Gymshark athlete will be offered to 15 lucky consumers in the London. •To be entered into the competiton, consumers have to download the app with the hastag advertised and winners will be drawn out randomly.

37.

Pop up enabled on their main website. Brief summary on changes in a couple of sentences in a casual, interactive tone of voice.

In the Gymshark instagram bio for a short period after updates have been introduced

Fully Utilise All Channels

Full omni channel experience created to ease shopping and boost sales of products.

Video on the YouTube video in line with series about running Gymshark

38.

Fully Utilise All Channels

March 2019

For a customer the full utilization of all channels offers a ‘seamless experience across multiple touchpoints and devices’ (Lynch, 2018). This initiative would push users ease of shopping and make them look on Gymshark favorably over other brands that don’t do this successfully. It is also important for Gymshark as they claim to be a modern and innovative company.

‘The main aim of IMC is to influence consumer behaviour by creating a marketing message and send it to target market through most appropriate communication channels’ (Milhart, 2012)

Full Omni Channel Experience Integrated Marketing Communication is the process of integrating all elements of the marketing communications across all customer contact points to achieve greater brand coherence. This would improve customer experience, therefore leading to better reviews which would be great promotion for the brand.

39.

YouTube Videos

Gymshark offer a video series on YouTube based around the runningâ&#x20AC;&#x2122;s of a successful business and the journey they have come on which is presented by Founder Ben Francis (How I Started The UKâ&#x20AC;&#x2122;s Fastest Growing Company: My Gymshark Story | Ben Francis , 2017). Many customers look up to the business side of the business so this is a touchpoint where it could be explained and promoted through doing a video.

Direct Marketing Email Email consumers on the changes to the website, inform them on what is currently on the website so they are enticed to look online.

40.

Pop Up Tab Enabled Pop up enabled on the homepage of the Gymshark website, will inform on new developments that haven’t made it into the mass consumers subconscious yet (Khan, 2017). A couple sentences that explain the changes and how it’s better now than ever to shop with Gymshark.

Instagram Bio ‘Now even better than ever to shop with Gymshark...’ Short sentence in the official Gymshark instagram bio to entice consumers to look online.

Instagram Stories Posts on Gymshark athletes instagram story notifying fans on changes on website, also post their favourite products online with direct links.

41.

Promoted through the new app that was introduced earlier in the year. Promotional banner on their main website with an enticing yet informing advert.

Direct marketing to current consumers that have bought products from Gymshark. Such as an email, included what they’ve bought and a short workout clip on how they can use the product.

42.

Instagram posts and stories on paid Gymshark athletes accounts showing them using the account and tips on their workout routines

‘Train like an Athlete’.

Seen in Womens Health magazines etc

‘Train like an Athlete’ 60% of millennials work out on a regular basis and 73% exercise solely to enhance their physical appearance (Xero, 2018). These statistics show that a campaign where they can follow workouts would be a demand for it. Gymshark athletes are followed as they are seen as desirable, so this campaign would make it seem more attainable for consumers.

May 2019

Promoted through the App The ‘Train like an Athlete’ campaign will be promoted through the app that was introduced earlier in the year. The content from this campaign, including videos made by athletes, will be uploaded to a section of the app where consumers can watch it. They can save these videos to a section of their device where they can watch them back without the use of internet.

43.

Instagram Posts and Stories Instagram posts and stories created by a number of Gymshark athletes will prompt users to follow along with the campaign. The instagram posts should be the athletes working out and caption surrounding how it can be attainable to gain a physique with Gymshark.

Seen in Fitness Magazines The instagram â&#x20AC;&#x2DC;Train like an Athleteâ&#x20AC;&#x2122; Campaign will be promoted in a spread of a number of fitness and health magazines including Mens Health, Womens Health and Fitness Magazine. This will reach consumers who would be willing to partake in the campaign and have an interest in fitness. A review from editors at these magazines will be reputable to the brand.

Campaign Faced By...

The campaign will be faced original faces of Gymshark Steve Cook and Steve Cook, who are two of the most recognisable faces of the brand. It will also be faced by new athletes like Massy Arias which will benefit the brand as she is bilingual and translates her posts reaching a global market. 44.

Direct Marketing As previously mentioned sending direct emails to consumers will aim to notify and persuade them to find out more about this initiative. The email will include a direct link to the campaign on the app.

75%

Hashtag

of people on social media use hashtag

#TRAINLIKEANATHLETE The hashtag #trainlikeanathlete will be created to allow fans to track and follow along with this campaign. The hashtag will allow the brand to track the success of this initiative, as well as build a relationship with consumers.

â&#x20AC;&#x2DC;Tweets with hashtags get twice as much engagement as those without them , and 55% more Retweetsâ&#x20AC;&#x2122; (Jackson, 2018)

Promotional Banner A banner with campaign images will be posted on a banner on the website to attract customer attention. This will show athletes working out and showing off their physiques.

45.

TIMELINE

Direct Marketing Omni Channel Youtube Video Pop up Tab Instagram Bio IG Stories Updates to app

Utilise Channels F

January

March

A Flyers

APP - GymZone Flyers

Email Banner Influencers 46.

May

Prize Competition #1

Social Media Posts

App Updates

Train like an Athlete

The timeline shows the key events and when communications will be put in place throughout 2019. The new initiatives should be implemented and working successfully by November due to black Friday being a huge event for Gymshark (Stanoeva, 2018). There is time throughout the year when situations can be reviewed and changes can be aided to benefit the consumer.

Black Friday App Updates

November J

December

October

August App Updates

September

47.

BUDGETING These all need to be deducted from sales £ income

Costs for new strategies

App - GymZone

Graphic Designer

£245.75

Photographer

£196.60

TOTAL

£196.60 £117.96

£196.60

£500

£1,150.11

Lighting

£200

£800

Setting

£250

£1,000

Email Writer

£105

£70

£315

Model

£175

£140

£595

App Development

£650

£390

£260

£650

£2,210

Writer/Editor

£84

Social Media Writer

£140

£35

Resources -paper

£300

£900

Printing Cost

£100

£300

£2,000

£168 £175

Delivery Cost

Brunch (food)

£600

£1,200

£1,800

Travel

£675

£1,350

£2,025

Gym Space

£600

£1,200

Products

£750

£1,500

£2,250

Equipment

£300

£600

Competition Prizes

£800

£1,600

£2,400

£2,696

£7,612

£10,308

£600

£5,952

£6,552

Onsite branding

£300

£600

Tech Person

£450

£600

£1,050

£300

£500

£800

Insurance

£900

Graphic Designer

£49.15

Photographer

Channels

Full Utilisation of

2 £393.20

£442.35

£500

Email Writer

£70

Editing/Verifying Cost

£112

£84

Social Media Writer

£70

Director Video Editor Pop up production

£175

£315

£112

£252

£196

£70

£300

£100

3 £1,000

£500

Lighting

Photographer

£400

£200

£800

Setting

£500

£250

£1,000

Email Writer

Train like an Athlete' Campaign

Model Editing/Verifying Cost Social Media Writer Director Video Editor Props for videos

£70

£130

£270

£420

£140

£560

£1,120

£84

£56

£168

£308

£140

£70

£175

£385

£70

£300

£200

£12,000

Catering

£1,920

Security

£252

£300

Event venue

Equipment Products

Onsite branding

£600

£1,800

£7,612

£5,952

£750

£1,200

Insurance

£800

Onsite branding

£550

£1,200

AV Screens

Tech Person People

£2,000

(new permanent salaries)

48.

1,667

TOTAL £12,487.75

£1,677

£2,373 £1,271.15 £2,301

£1,667

£1,677

£41,414

£1,677

£1,677 £1,677 £1,677

£1,795 £2,963 £25,108

£1,677 £1,677

£1,677

£20,104

£2,757

£3,920

£99,742.46

Initiatives

Sales Turnover

£500,000

Units

£600,000

14,286

£ COS 7.5 Total Costs

£400,000

17,143

£600,000

11,429

£350,000

17,143

£600,000

10,000

£300,

17,143

£107,145

£128,573

£85,718

£128,573

£75,000

£128,573

£64,

£12,487.75

£2,373

£1,271.15

£2,301

£41,414

£1,795

£2,

£119,632.75

£130,946

£86,988.65

£130,874

£116,414

£130,368

£67,

£380,367

£469,054.50

£313,011

£469,126.50

£233,586

£469,632.50

£232

£380,367

£849,421.75

£1,162,433

£1,631,559.60

£1,865,146

£2,334,778.10

£2,567,

Cumulative

£600,000 17,143

£300,000

£250,000

8,572

7,143

£400,000

£250,000

11,429

7,143

£600,000

TOTAL

£750,000

17,143

£5,600,0

21,429

160,

£128,573

£64,290

£53,573

£85,718

£53,573

£128,573

£160,718

£1,795

£2,963

£25,108

£1,677

£2,757

£3,920

£99,742

£1,299,766

£130,368

£67,253

£78,681

£87,395

£55,250

£131,330

£164,638

£469,632.50

£232,747

£171,319.50

£312,606

£194,750.50

£468,671

£585,362.50

2,334,778.10

£2,567,525

£2,738,844.60

£3,051,450

£3,246,200.60

£3,714,871

£4,300,233.60

The first year of communication plan came to £99.742.96 out of the full £250,000 £600,000 £750,000 £300,000 budget given by Gymshark. 7,143 17,143 21,429 The most expensive aspects out of the plan was the pop-up costing £34,936 and the competitions £29,885. The whole budget has not been utilised as some costings are already in place, £53,573 £128,573 £160,718 i.e. app developers already work at £1,677 £3,920 Gymshark. The £2,757 rest of the budget can be used for implementing any changes £55,250 £131,330 £164,638 that need to happen and research into £194,750.50 £468,671 £585,362.50 New York market to learn about the environment for the physical space.

£3,246,200.60

£3,714,871

£4,300,233.60

£1,200,0

£4,300,2

TOTAL

£5,600,000 160,003

£1,200,023 £99,742.46 £1,299,766.40 £4,300,234

£4,300,234 49.

MEASURE & REVIEW Brand Awareness

Brand Awareness will be increased through the introduction of the app, the â&#x20AC;&#x2DC;Train like an Athleteâ&#x20AC;&#x2122; campaing and updates in their platforms. This will be measured through market research on consumers knowledge of the brand and web analytics.

Social Media Platforms Increased by the end of 2019 across all their social media accounts. The use of two new Gyshark athletes alongise other initiatives will help this objective. Social media analytics and audits will be reviewed four times in the year.

Sales High sales will demonstrate the success of the plan, there will be measured through an increase or decrease. Promo codes from specific comms will demonstrate if they have been used by consumers to purchase.

Lower Bounce Rate The bounce rate lowered indicates that the comms have made shopping with Gymshark easy and convenient.

50.

51.

CONCLUSION

52.

For Gymshark understanding their customers demands are pivotal to their future success and is what has made them stand out in a crowded market. Their fast pace growth over six years was due to innovation and using influencers to promote their products, yet they need to constantly be forward thinking, failing to do so will lead Gymshark to fall behind to new entrants. The first two years of the marketing plan will drive awareness pushing consumers demand for a physical store where they can interact with the brand and build a relationship with Gymshark. Through exciting guerilla marketing like â&#x20AC;&#x2DC;Muscle Beachâ&#x20AC;&#x2122; the brands awareness will be increased, leading to further success. Although some of the plans in the first year plan are small, like utilising platforms fully, they will have huge impact on the brand and on customer satisfaction. Gymshark needs to remain the top fitness apparel choice for 16-25 year oldâ&#x20AC;&#x2122;s if they are innovative, trend-driven and listen to consumers current desires. 53.

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Logo (2019) Gymshark[online] Available at: www.gymshark.com [19/01/19]

Laptop incon (2019) IconFinder [online] Available at: https://www.iconfinder.com/icons/386550/ electronic_equipment_laptop_mobile_device_ notebook_screen_technology_icon [19/01/19]

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59.

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60.

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Puma (2019) Puma [online] Available at: https://shopone15. com/products/copy-of-batman-logo-vinyl-painting-stencilsize-pack-high-quality-1 [19/01/19] Gym King (2018) Gym King [online] Available at: https://thegymking.com [19/01/19] Gymshark logo (2019) Gymshark [online] Available at: https://www.awin.com/nordics/news-andevents/interviews/gymshark-getting-to-know-thefastest-growing-online-apparel-brand [19/01/19] Nike (2018) Nike [online] Available at: https://www. festisite.com/logo/nike/ [19/01/19]

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Lulu Lemon (2017) Lulu Lemon [online] Available at: https://www.culturecreature.com/lululemon-logo-meaning/ [19/01/19]

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silhouttes (2019) Vector [online] Available at: https://www.silhouettesclipart.com/blogs/news/ bodybuilder-silhouette-vector [19/01/19]

Massy Arias ig (2019) Massy Arias[online] Available at: https://www.instagram.com/ massy.arias/?hl=en [19/01/19]

January 2019

The ‘GymZone’ App by Gymshark A free app available for iPhones and Androids, allows users to track their workout progress, calories burnt, weight lifted and(2017) more. Endless Each Iphone icon icons [online] Available user will be able to easily personalize their June 2020 at: http://endlessicons.com/free-icons/iphone-5interface to their personal preference. On the icon/ [19/01/19] app is a community, social board where users Gymshark’s ‘Muscle Beach’ can trade advice and compete each other to win prizes like promo codes and gain recognition. In addition, on the app will be Weight icon [online] Available at: playlists, podcasts, workouts on(2015) recipesIconFinder created https://www.iconfinder.com/icons/1531591/body_ by Gymshark ambassadors to motivate users.

YEAR TWO

buiding_dumbbell_fitness_health_heavy_lifting_ August 2020 weight_icon [19/01/19]

The Gymshark Games

March 2019

Running icon (2016) Vector Stock [online] Available Gymshark’s Platforms Fully Utlised at: https://www.vectorstock.com/royalty-freevector/success-people-run-man-winner-flat-iconspictogram-vector-6317183 [19/01/19] SHOP VIA INSTAGRAM

Lightbulb icon (2018) The Noun Project [online] Available at: https://thenounproject.com/term/ light-bulb/16966/ [19/01/19]

YEAR TWO

May 2019

Arrow icon Free [online] AugustAvailable 2020 ‘Train like an(2015) Athlete’ at: https://www.onlinewebfonts.com/ icon/401809 [19/01/19] The Gymshark Games

Bounce rate icon (2017) The Noun Project [online] Available at: https://thenounproject.com/term/ bounce-rate/1722518/ [19/01/19]

64.

App store icon (2017) Visual Pharm [online] Available at: https://visualpharm. com/free-icons/apple%20app%20store595b40b75ba036ed117d50c3 [19/01/19] Competition icon (2015) Share Icon[online] Available at: https://www.shareicon. net/podium-sports-and-competitionhumanpictos-leadership-leader-peoplewinner-806224 [19/01/19] Omni channel icon (2019) Andrew Smity [online] Available at: https://www.opinionlab. com/omnichannel-experiencesmust-drive-business-benefits/ [19/01/19]

Mail icon (2018) Icon Finder [online] Available at: https://www.iconfinder. com/icons/192448/envelope_letter_ mail_icon [19/01/19]

Gymshark Instagram (2019) Gymshark [online] Available at: https://www.instagram.com/gymshark/?hl=en [19/01/19]

Massy Arias (2017) Leigh Weingus [online] Available at: https://www.mindbodygreen.com/articles/howfitness-cured-massy-arias-depression [19/01/19]

65.

Nikki Blacketter (2016) Poshmark [online] Available at: https://www. mindbodygreen.com/articles/how-fitnesscured-massy-arias-depression [19/01/19]

Steve Cook (2019) SWLDR NATION [online] Available at: https://www. mindbodygreen.com/articles/how-fitnesscured-massy-arias-depression [19/01/19]

Flawless Knit Tights (2018) Gymshark [online] Available at: https://uk.gymshark.com/products/gymshark-flawlessknit-tights-washed-lavender [19/01/19]

David Laid (2019) Gymshark[online] Available at: [19/01/18]

66.

Gymshark x Goldâ&#x20AC;&#x2122;s Gym (2018) L. McQuarrie [online] Available at: https://www.trendhunter. com/trends/gymshark-x-golds-gym [Accessed on 19/01/19]

App user icon (2018) Flat Icon [online] Available at: https://www.flaticon.com/premium-icon/smartphone-app_5069 [19/01/19]

Gymshark weight (2017) Laura King [online] Available at: https://poshmark.com/listing/ FIRM-PRICING-Gymshark-flex-bottomskhaki-5b78920dd6dc524dbeffd736 [19/01/19]

Banner icon (2016) JR1.ca [online] Available at: https://jr1.ca/2018/services/website-internetbranding-campaign/ [19/01/19]

Flyer icon (2018) Iconfinder [online] Available at: https://www.iconfinder.com/icons/2772310/ flyer_leaflet_polygraphy_icon [19/01/19]

67.

APPENDIX

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69.

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