Gymshark Live Project.

GYMSHARK MARKETING STRATEGY LIVE PROJECT VICTORIA DOUGLAS N0737428 Word Count: 4100 Ethics Clause I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.

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contents 5- introduction 7- methodology 9 - where are we now 41- Where do we want to be 61- how are we going to get there

61- how are we going to get there 83- conclusion 85 - appendix 87- image referencing 93- referencing 96-bibliography

Introduction:

Marketing and communication Strategy

where are we now?

This report will identify and explain how the brand plans to expand in the next 3 years with the marketing strategy. It will evaluate its current success and progression from first starting and look at more potential

where do we want to get to?

ways of growth. Internal and external Opportunities will be evaluated to understand a clear advantage the brand could gain over competitors.

Where the want to be will explain the 3-year strategy and in depths and the benefits for the brand. Finally, the communication plan will explain how the strategy will be implemented and how the brand can make movement into the physical retail market.

how will we get there?

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Methodology

Primary research Survey monkey (Appendix 1) : A survey was conducted and was answered by approximately 100 people. 50 males and 50 females aged from 18 to 55 plus. It consisted of 10 questions regarding the interviewee’s knowledge, understanding and opinion on the brand. This primary research helped understanding Gymshark’s current strengths and weakness and was very key in deciding what the brand should do for both marketing and communication strategy.

• Ethnography observations:- looking at competitors’ physical space and online presence monitoring what they do well and what Gymshark could consider when looking at expanding. This was also used to look at consumers spending habits.

• Gymshark HQ: - a visit to the Gymshark headquarters was used to gain a in-depth insight of the brand from the staff and the main creative directors of the brand.

Using this has been to understand what the brands true message is.

secondary research • Online platforms: - looking at Gymshark’s current online presence such as a its social media and website was used to analyse what the brand currently does to appeal to its consumers.

• Reports and statistics: - this helped analyse Gymshark’s current market share and the overall fitness apparel market it sits in.

• Journals, videos and websites: - these were all used to research and help conduct the marketing strategy and communication plan.

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Where are we now?

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the brand

Brands Mission Statement

Gymshark is a clothing brand designed for fitness apparel and was

“Before there is an action, there is an idea. We exist to create the tools that help people unlock their full, incredible potential and put their ideas into action”. gymshark

first created in 2012 by university student Ben Francis. The brand is an online retailer which is based in the United Kingdom and is currently supported by millions of highly engaged social media followers and customers in 131 countries.

Gymshark competes in the fitness apparel segment by focusing on selling sports apparel clothing to wear while exercising at the gym or in sports activities. With the popularity of its high-end designs it’s understandable that the brand is also worn for fashion purposes in everyday life.

Brands vision statement “Be all that you imagined you could be. Be a visionary” Gymshark

brand values

“Gymshark has grown from a garage screen- printing operation into one of the most recognisable and fastest growing brands in fitness in the UK”.

(Gymshark 2019)

“our core values, which are shared amongst staff and management, are progression, vision and family” gymshark

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current brand vALUE ESTIMATED BETWEEN £300-£400 MILLION

+217%

MARKET OVERVIEW

prediction to bolster sales to £100m this year and to £140m by 2019

2018-2019

sells to 170 countries worldwide and looking to further expand

57.48%

18.09%

facebook

youtube currently employees over 200 people in new HQ and looking to continue growth in 2019

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8.93%

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pinterest

5.69%

instagram

5.53%

twitter

GYMSHARK online traffic

“Turnover trebled by 217% year on year to £40.5m, compared with £12.7m for 2015/16, and is set to hit £100m for its current financial year”

With the increase of online users, it’s

P

Political

t

Gymshark distributes and ships products worldwide to their customers from the online website. By the company doing this it requires them to extend international supply chains but primarily follow political procedures when selling products.

Gymshark needs to comply with certain

technology

political guidelines in order for the business to be operating legally.

understandable that technology factors are important to any business especially with Gymshark being an online only retailer. It is stated from Statista that “In 2019, it is estimated that there will be around 2.77 billion social network users around the globe, up from 2.46 billion in 2017. Social network penetration worldwide is ever-increasing”. As a result, this is an even bigger opportunity to utilise its social media platforms to not only surge brand awareness but to learn consumer feedback and increase brand growth.

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economic

l

With the pound being lower than it ever has before and consumers disposable spending being at an all time low it’s no surprise that Brexit has had an affect and will continue to on companies like Gymshark. With the BBC confirming in December 2018 that the pound is at its “lowest level since August”. For Gymshark

Laws Gymshark has to abide by from selling to other countries: - International trade agreements - Product safety laws - Consumer safety product regulations

legal

this means that’s its British customers are at a low to be purchasing their products which could have potential drop in sales for the business.

Over the past few years there has been a rise in Social factors can have a positive affect on the

s

social 15

e

company’s performance a huge social trend that has a successful impact on Gymshark has been the “Athleisure trend”. Being named by Vogue a S/S 2018 top ten must have meant Gymshark had strong potential to sell more clothing due to the brand being very fashion forward in fitness wear.

This was shown right as

environmental

at the end of 2017 Gymshark had “grew by 200%+ year on year and hit £41M in sales in 2017”.

the concern of products a customer is buying is really ethical or environmentally friendly. It was recorded that “73 percent of millennials are willing to pay more for sustainable goods” for products including clothing, makeup and food. Here showing that sustainable and ethical clothing has a major opportunity for any sports brand in the market. Here serves an opening for Gymshark to consider producing a product more sustainable and eco-friendlier than anything else on the market with the advantage

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of attracting more potential customers over fellow competitors.

BUYERS

that they have the most power of all the forces. This is due to customers having the control in deciding who to purchase from. With Gymshark being one of many sports apparel brands its hard to control the customers always coming to them especially when factors such as cheaper pricing, substitutes on the market and a wide range of competitors affect their success. However with Gymshark always being on trend and providing quality clothing it helps to keep the consumer happy and coming to them.

Competitive Rivalry

Potential New entry

PORTERS FIVE FORCES

Buyers here are the customers of Gymshark, here the company can easily identify

Gymshark faces competition from their products, pricing and even brand

ambassadors/sponsors. For Gymshark being a middle-priced fitness apparel brand its hard to appeal to every consumer especially when they are looking

SUPPLIERS

Competitive rivalry

BUYERS

for the cheapest product on the market. Even with the market being saturated the brand continues to push and try and stand out from the crowd this can

be noted with using innovative material on their leggings to make them more

durable and better for performance with at the same time being trendy. A key

issue the brand has is engagement so rivlary will cause conceren for Gymshark

substitutes

substitutes

Sport apparel has grown massively over the past few years especially in the growth in the number of consumers exercising and the rise in the “Athleisure trend�. With this its understandable that Gymshark sits in a saturated market with competitors making similar yet cheaper products to their classic designs. A way for Gymshark to

As stated by Gymshark most of their manufacturing is outsourced in China, this is good for the company as China has many benefits for brands such as cheap labour costs and lots of manufacturing companies. This benefits Gymshark greatly to work easily with low cost suppliers. As the brand is very successful, they need to produce large quantities of orders worldwide. With working with China they are able to supply demand easy for consumers at cheap rates. We can see the power of the supplier as low as with so much competition the market is shown to be over saturated meaning suppliers will offer competitive pricing giving Gymshark a lot of choice and power in the decision.

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fabrics that consumers love i.e sports leggings. However, Gymshark has very limited products especially for men against more recognizable brands like Nike and Adidas.

Direct competitors like Nike and Adidas who are increasingly trying to become more connected to their consumers in their physical stores and indirect competitors like Pretty little thing and Topshop who are trying to connect further with millennials who already increasing buy from their brands. For Gymshark have to continue to differentiate themselves with their strong brand identification.

By distinguishing themselves from any other brand will create a barrier to entry forcing existing customer loyalties. Example is their leggings which have not only been designed for quality performance but to also be tight fitted and look good.

Potential New entry

SUPPLIERS

stand out from the crowd is to continue to make quality pieces with the materials and

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• No retail presence or physical space • Not inclusive to all sizes (XL Is a size 16 and that is the biggest size) • Men range is less limited to women’s and not as successful • Previous instances of not keeping up with demand (Black Friday sale website crashing) • Price point can be seen as high to competitors selling lookalike items.

• the brand lacks engagement with consuemers this is shown with how strong the brand awarness is for gymshark but doesnt convey in its sales.

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• Open a physical space

in order for current and potential new customers to see the clothing first hand.

• EXPAND THE BRAND INTO NEW MARKETS (PROTEIN SHAKES/ HEALTHY EATING RANGE) • EXPAND SIZING FURTHER TO BE INCLUSIVE TO ALL SHAPES AND SIZES. • Continue to grow menswear.

• To support more global marketing events to create brand recognition (The Olympics).

t • Huge number of competitors for sports apparel in the market.

• Competitors can be seen to be using similar designs to Gymshark at a lower cost which could cause threat for the companies’ success.

• Becoming more inclusive may make the current consumer base not interested in the brand as it can be seen as not as unique.

• The brand heavily relies on social media to promote and entice customers, but it may be seen as repetitive and could cause decline.

• Change in consumer spending.

threats

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opportunities

• Strong brand awareness • Built a huge community of followers • Strong campaigns (66 Day Challenge) • Increase of growth in sales over the past years • No direct competition • Strong brand presence on and offline.

• Uses Innovative materials (USP) • Growing trend in health and well-being trend to benefit the brands success.

• uses online and offline methods to entice customers. bringing a online experience offline to the real world (pop-up shops) • CLOTHING DESIGNED FOR COMFOTS AND TREND. • the brand now employs over 18 fitness Instagrammers, YouTubers, and bloggers, who combined have over 20 million followers.

weaknesses

strengths

s

o

Swot Analysis

Product

7P’s mIX

PLACE place

- Wide range for both men and women - Designed with innovative materials for performance to look and feel good (USP) - Wide range of colours in different styles - Available online and offers next day delivery - 1 year manufacture warranty on products - All features the Gymshark logo and material high quality fabrics

PRODUCT

Promotion

price TARGET target MARKET market

- markets themselves on all forms of social media through new products and brand ambassadors.

- promotes in there innovative pop-up stores all around the world - uses seasonal times of the year to offer high price discounts (black Friday and

physical evidence

cyber Monday).

promotion

Price - Pricing is positioned at the higher end to cheaper competitors but - as well affordable�

- Medium Pricing range fits to target market (18-25) - Offers perks such as 10% student discount - Offers competitive pricing similar to over fitness apparel brands

place - Gymshark has no physical space however It does launches pop-up shops worldwide yearly showcasing samples of new ranges and products.

- All customers are from online through their website or from social media.

people Gymshark currently employs just over 250 staff in the organisation this includes designers, social media ambassadors and customer service etc.

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process

people

process

-Offers next day and standard delivery to customers -Has customer service support on their websites and all of their social media platforms - Complaints are seen to be dealt within 24 hours which shows how efficient the business is on keeping the consumers happy.

Physical Evidence

- Gymshark website allows customers to view and purchase products easily.

- Facilities the company now has is a headquarters which allows the brand to continue to create new ideas and grow further in the market place.

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“Women, who account for more than half the UK market and spend more than twice the amount men do on clothing” (the guardian 2018)

“STRONG IS THE NEW SEXY AND PUSHING YOUR LIMITS IS THE GOAL”.

A huge Macro trend for fitness apparel is Women; regardless of age ladies are making a pursuit to be more active in their lifestyle. The female industry is becoming the forefront of a wellness movement in 2019 with more women only gyms than ever before and women challenging stereotypes towards physical strength it’s an opportunity for Gymshark to take notice and stand out over fellow brand competitors. Gymshark explained that women are a huge importance to the brands success and growth.

“UK FITNESS MARKETS VALUE IS £5 BILLION +2.9 INCREASE IN 12 MONTHS” (Leisure db)

how gymshark follows the trend

FEMALE FITNESS MARKET

macro trends

on top of fast moving fashion trends

huge clothing range 80% OF SALES ARE WOMEN

markets using a diverse range of women for the face of the brand

gymshark women instagram

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A Micro trend that is affecting the fitness apparel market is “Protective Performance Apparel”. This is clothing that has been designed not only to heighten performance but also to protect the body while working out. Attention has always been focused on diagnosis and treatment of injuries that have occurred through sport and exercise but never been focused on the prevention. With smart materials being made to reduce the chance of damage from physical impact shows the opportunity for the fitness industry. This is seen as a game changer for world of fitness as using materials to protect means exercise can be more effective and safer for consumers promoting them to potentially work out more.

how gymshark on the trend

protective performance apparel micro trends

“Advances in material science are driving a new wave of performance wear that protects and supports the body during physical activity. “ (lsn 2018)

How the brand could move forward and follow other fitness apparel competitors is becoming even more innovative. Currently they do use that advanced material on all products and offer collections such as “the seamless range” which are designed to be light weight and efficient when sweating. The way they could stand out is combining what they have with protective aids to have a product not anything similar on the market.

Ben Francis 2018

limited selection

performance wear

wide range

competitors

“we do not believe we have any direct competitors�

trend lead

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brand positioning map

key competitors:

“To elevate the world from mediocrity to greatness.”

LULULEMON

A main competitor of Gymshark is Lululemon; this reason is because they are both a fitness apparel brand and fit in the lifestyle market. There clothes can not only be seen for fitness but also for everyday athleisure meaning that they are versatile, more beneficial and appealing to consumers. Price however is not similar with Lululemon being premium priced and starting from £70 upwards in comparison to Gymshark

“gymshark is the uk’s version of lululemon” Ben Francis 2018

starting from £20 for clothing.

The company has a presence in over 140 locations showing a strong competitive advantage over Gymshark who has no

“Lululemon stock is up 120% over the past year.”

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“Revenue of LULULEMON WORLDWIDE IS $2.65 BILLION DOLLARS”

“Brand value estimated at $3.91 Billion” (Statista 2019)

physical retail space. Lululemon has a wide range of fitness apparel and also specialize in areas of merchandise for running, training and yoga.

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key competitors:

“we want to be wants to be the UK’s answer to Nike and Adidas” Ben Francis

How Nike has a competitive advantage over Gymshark is they have strong branding; the image the brand has amongst its teenage customer base allows the company to charge premium over competitors as the brand is seen as a must have to its consumers.

A major of competitor is the biggest brand in fitness and sports wear; Nike. The brand has a huge advantage not only just over Gymshark but every fitness brand. They are huge name among all consumers as they aim to target every possible customer with having a wide range for both genders, offer a range of sizes and appeal to all ages. The company not only provides products for fitness but also ranges for fashion purposes and products extend

“To bring inspiration and innovation to every athlete in the world.” nike

to footwear, bags and a variety of sports attire.

“Revenue of nike WORLDWIDE IS $36.4 BILLION DOLLARS”

“Brand value estimated at $28. 03 Billion”

(Statista 2019)

“Number 1 shoemaker in the world”

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Brand USP Gymshark are renowned for the innovative materials they use on their clothing. The materials and colours that are used are not just designed for looking good but also for performance and durability whilst working out or lounging in comparison to competitors that look good but don’t perform.

Gymshark is a B2C business meaning they can act on the customers needs quickly and deliver fast in compariosn to cusomers having to wait around to buy from a business B2B business.

Gymshark wants to be a community for everyone to encourage people to live a fit, healthy lifestyle. The growth here stems from the brands ever-expanding social presence; with campaigns, tutorials and personal support Gymshark are able to help and inspire consumers 24/7, making them more than a company to a person but a meaningful brand that a consumer desires over competitors. They do this with clothing like nothing similar on the market.

“I don’t think the UK has got anything to get behind in the fitness market, so hopefully we are it.

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Ben Francis

Pen Portrait

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Chloe

Lewis

- 21 YEARS OLD - LOVE OF EXERCISE AND VERY health CONSCIOUS - OBSESSED WITH TAKING AESTHETICS FOR SOCIAL MEDIA - ENJOYS SOCIALISING WITH FRIENDS - ENJOYS TRAVELING ALONE AND WITH OTHERS - LIKES FUN EXERCISE LIKE SPINNING AND AEROBICS - FAVOURITE BEVERAGE IS A ICE COFFEE

- 23 YEARS OLD - drinks protein shakes and pills - going to the gym is part of everyday routine - Always sociable and goes out a lot - ENJOYS TRAVELING ALONE AND WITH OTHERS - Enjoys healthy food like chicken and salmon in their diet - Travel is for exciting holidays like Ibiza

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Consumer analysis

“A 12-year-old wants to look 16 and a 35-year-old wants to dress like their 25� ben Francis

The target audience for Gymshark is women and men aged 1824, this type of demographic is classed as Gen Y/ millennials. The typical consumer is well groomed, considered as good looking and has a passion of sharing lots of moments online to their friends and following. Fitness and Healthy living are important to them as they believe in hard work and getting results. The disposable income of this age is quite high as they may be living at home and most likely not have children meaning they have more money to spend on themselves than other age groups.

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credible relationship to a consumer

core competencies

Not sold to a mass market.

EFFECTIVE MARKETING STRATEGY

wants to be a community to a consumer

Now today Campaigns such as “66 Day” inspire followers to not only get a better body but to get in shape with the brand through uploading videos and posting pictures each day. The brand wants consumers to know they are there to help; this is shown with exercise tutorials on how to do effective work outs and online support in the comments and direct messaging section The brands marketing techniques are focusing primarily on their social media platforms and influencers. Traditionally the company used iconic body builders to promote the brand image this was the start of the rapid consumer interest Gymshark generated. Big name body-builders would be seen wearing the brand on social media and would lead to a growth in sales in the clothing, this bred the interest of influencer’s and their ability to sky rocket sales.

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Where do we want to get to?

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3 year strategy overview 43

The 3-year strategy will look at the potential of expansion; this will include product lines, sales, engagement and their technology. It will see if merging their online approach into a physical space will work out as a seamless experience for their consumers or not be worthwhile in the dying retail climate.

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Marketing strategy

smart objectives

1

year one

To increase customer engagement by 15% on Gymshark Social media implemented by the first-year communication plan by the end of 2020.

Covert basket sales by 10% with the introduction of the “Gymshark APP” by the end of the of 2021.

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year three 45

Looking at the first year the focus is increasing customer engagement.

As the communication will be happening in the first year this is the opportunity to gain support and new consumers while hype is high.

This will be successful if following, likes and shares have increased on Gymshark’s social media platforms.

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The second year is concentrated on increasing basket sales. With the launch of the “Gymshark App.” This should hope to increase the number of customers purchasing as the App should aim to be more enticing, friendly and easy to use than the website. By seeing if the results from the app are positive and increasing this will lead to the launch of the

year two

physical space for Gymshark.

The third and final year is centred on increasing the brands sales and

To increase profit by 25% at the end 2022.

Evaluating the success of the new app and communication event will see the potential success of the physical space.

profits. This information is critical to understand the stability and success of the physical space that will be created. By identifying if the sales are growing proves if the physical store has been beneficial.

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exisitng

Ansoff matrix exisitng

new

market Penetration strategy

product development strategy

The two key sections of the Ansoff matrix that the 3-year marketing strategy will use is Market penetration and Marketing development. In the first-year communication plan Gymshark are creating a pseudo-event. The aim of the event is purely to generate publicity for Gymshark and using a time like the Olympics is great timing when sport fitness interest will be at a high. The Popup event is market development strategy as currently Gymshark do use pop-ups as a strategy however this event is nothing similar to what the brand has ever done before. The second year the brand will create an app to not only make it

new

easier for consumers to purchase but in the hopes of generating more sales.

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market development strategy

Gymshark will be entering a new market of technology by creating an app so

diversification strategy

this is a marketing development strategy. These strategies are an opportunity for the brand to become a bigger contender in the fitness market.

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marketing strategy

MONTH 0-4 To advertise heavily before the pop-up event takes place in April. This will be advertised online, on the campuses that will be participating and in the INTU centres that will be holding the pop-up shops.

“battle of the uni” communication plan The first year of the strategy plan focuses on trying to increase customer engagement by sponsoring university’s varsity event and running a pop-up concession. This event is to build attention prior to

Year one

the 2020 Olympics in hopes of enticing current and new consumers to get involved with their local university events. The event consists

Month 5-8

of 16 universities battling it out over 8 weeks all in aim of winning the

During these months the pop-up will have not only taken place but so will the Olympics. As this event foreshadows the hype of the Olympics it will be critical to analyse if the pop-up has led to more sales before, during or after the event has taken place.

first ever permanent Gymshark concession stand on their campus.

The event will target and encourage everyone to get involved by either competing, liking or voting during the event.

The first-year communication plan has a great importance to the third year physical space strategy as by the winning institute receiving the first ever permeant concession the brand will be able evaluate how well it does and what to improve on before launching more concession on campuses in 2022.

Month 9-12

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The focus will be to measure if the smart objective of increased customer engagement has happened during the first year’s strategy. This will be measured by if there is a surge in following, Likes and purchases on Gymshark’s platforms.

launch date 2020

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the gymshark App

gymshark launch date 2021

MONTH 0-4 Launch the app and offer incentives to promote consumers to purchase using it. Examples will be first order using the app receives 15% off total.

marketing strategy

market development strategy; launching the “Gymshark

MONTH 5-8

App”. With the brand being an online only retailer and a surge in internet purchasing it’s an opportunity for the brand to continue to grow further while implementing the same theme they have on their website.

The app will be heavily advertised through email subscriptions, posts on social media platforms and will be promoted during the pop-up event that takes place the year before. Potentially from generating more customer engagement in the first year will hope to communicate to

Introduce new features on the app. This will include a look book of how to wear your Gymshark clothing and offer the consumer new payment options through using the app “Buy now pay later scheme” [KLARNA].

sales on the new app in the second.

MONTH 9-12 These months will monitor the

“The number of people who have the option to use mobile apps is sky rocketing. More than 70 percent of the world population will own a smart-phone by 2020. And they’ll spend more than 80 percent of their on-phone time using task-specific apps”.

[The Conversation 2017]

overall success of the past 8 months. This is to see if the brand has reached its smart objective of increasing basket sales by 10%. This is the measurement used to see if the app has been as successful as the website.

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year two

The second year of the strategy plan focuses on a new

marketing strategy

Month 0-4

year three

Will review the success of the winning university concession stand and analyse how well it has done in order to decide what has worked well and what should be changed before launching more campus concession stands.

Physical space (CONCESSION AT UNIVERSITY CAMPUSES)

The final year strategy is incorporating the themes and growth which has been created from the past two years into making a final stage; A Gymshark physical space. The university campus idea is related

Month 5-8

to Ben’s starting journey being when he attended university. The

These months will launch 3 concession stands on university campuses. The 4 months will monitor engagements and sales not only through the concession by also to see if it has boosted online sales.

idea shows his journey from where he started to where he is now to appeal to the consumer the story of the brand. With the brand yearly progressing it’s a great idea for Gymshark to make an experiential place to share with its consumers.

With the predicted sales the physical space looks to be the next step forward to continue their success but in an economy where retail is considered dying and less shops are on the high street than ever before is a physical space out of date especially with technology driven millennials.

Month 9-12

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These final months of the strategy plan will evaluate the whole three years strategy. The main thing for Gymshark will be deciding to expand further with more experiential concessions or shut them down if they are seen as no cost effective.

launch date 2022

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gymshark physical space

The physical space aims to be a snippet of what the brand is while also creating an experience like no other.

The Location during the communication plan will be a concession held in shopping centres an example here can be seen whilst in Nottingham the Pop-up will be held in the middle of the INTU. During the 8-week event temporary concessions will be placed in shopping centres making it easy for both universities, students and the public to access. The format of the pop-up is designed to look clean cut and trendy with only showing an array of items but not having them for sale. During the event the only things that will be able to purchase will be memorabilia in aid of the varsity such as “Gymshark Uni of bottles�. However, to keep to true Gymshark style there will be Meet and greet opportunities with the athletes and samples of collections to look at i.e. seamless collection.

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Influencers for the event

nikki Blackketter

amY tinKLER

dan goodfellow

ryan terry

Nikki Blackketter and Ryan Terry are two of the most renowned Gymshark

After Amy Tinkler and Dan Goodfellow won bronze back in the 2016

influencers so they would pay a key part in drawing attention prior and

Olympics it was clearly identified that they were both strong hopefuls for

during the three years. Their biggest contribution will be before and during

the 2020 Olympics with both being one of the youngest people on team GB.

the pop-up event. As both combined has a huge following of millions, they

Gymshark should aim to use them as influencers prior and after the planned

will be in charge of promoting heavily on the platforms such as Instagram

pop-up event. Their contribution would be to drum up attention prior to the

and will be a main influence in encouraging everyone to get involved. This

Olympics working with Gymshark to promote the pop-up to make all different

can be shown in the pop-up encouraging people to vote and like posts to get

types of university students interested in the event. Gymshark using actual

their university to win.

team GB athletes in run up to the event should promote its awareness and is a change from their usual Gymshark athletes.

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the target consumer 59

Gymshark will target its typical audience (18-24) as the first-year strategy is aimed at university students which fits there demographic. This is also the same for the third year as the physical space is again going to be mainly relevant to university students with the store being on campuses. The aim of the communication plan is to entice everyone not just sport partakers that’s why the measurement isn’t defined by the winner of the challenge but consumers engagement rate through the event. However, the App which is designed in the second year is aimed to target everyone not just university students.

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How will we get there?

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communication PLAN - Pop Up Store/ Assault Course

BATTLE OF THE UNI’S

- 7 Day pop up at 8 different cities in the United Kingdom to conclude an overall winning university

(Varsity sponsored by gymshark) - Gymshark will sponsor current university who run varsity and combine all cities together to see who the best university is.

- 16 universities involved 8 VS 8

- The last two university will compete at “Ashton University” as founder Ben Francis attended the institute while first creating the brand.

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- The way of winning is supporting your university through winning the events but mainly by sharing, liking and hash tagging to show how much you support the brand and your uni.

- Winning institute will have THE FIRST EVER PERMANENT PHYSICAL CONCESSION ON CAMPUS AS WELL AS A limited edition collection just for that university for all students to wear.

Varsity is a United Kingdom traditional event which has been running with universities since the 1860’s. It’s an occasion that offers a person to represent not only their team or university but their city in a historic competition. With the first-year marketing strategy to increase Customer engagement Gymshark sponsoring a momentous event such as varsity will not only build engagement for them but create engagement within

#uni of

what’s happening in their own community.

university’s competing

BATTLE OF THE UNI’S

Nottingham Trent vs Uni of Nottingham University of Leeds vs Leeds Beckett University Manchester Met vs Uni of Manchester University Of Oxford vs University of Cambridge University of Edinburgh Vs University of St Andrews University of Sheffield vs Sheffield Hallam University Durham University vs Newcastle University Aston University vs Birmingham City University

#po

ly The above institutes will hold their varsity with Gymshark for one week competing with each other in order to move onto the final. Once the 16 have decreased to the final 8 the public will vote to see who goes to face the final at Ashton university. The aim of this communication plan is to

As Gymshark are sponsoring current varsity’s in the UK all these institutes

promote customer engagement through inclusion bringing everyone

will have various locations to hold the different events i.e. rugby and

together through partaking in events, wearing the clothes or supporting

swimming. This is a cost-effective situation for Gymshark as they won’t have

through social media sharing and voting. The social media sharing

to spend money on building temporary assault courses, they will just have

includes hash-tags such as #POLY or #UNI OF. This way it identifies which

to spend money on sponsoring each varsity. However, the temporary pop-

Institute is being supported during a live event or when voting on which

up (HQ) will be held in each city shopping centre example is in Nottingham

University should win.

it will be held in the IN-TU and in Birmingham it will be held in the Bull Ring etc. Gymshark will have to spend money on renting the seven-day space in each city for 8 weeks while the event is on.

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How they will engage and attract

Gymshark are going to offer 100 samples to each university (150 bottoms both sex and 50 tops) through this the people who sign up to wear the sample will have to promote the brand while at uni and at home. Sharing themselves wearing it on social media and drumming up attention will not only be key the university winning but also the publicity the brand will gain over social media platforms.

The memorabilia that will be sold in the HQ for the university’s include banners, flags, face paint and bottles all with #UNIOF or #POLYTECH on. With it being a pop up it will display samples of newest collections but will not be available to buy unless ordering online

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the winner of the games sports bra £25 Leggings £35 tee £22

The winner of the overall event will receive the first ever pop-

Apart of winning the “Battle of Uni’s” varsity the winning institute

up store on their campus. The idea has originally stemmed from

will not only receive a permanent Gymshark physical space on their

the founder starting the business during his time at university.

campus but will also receive a limited-edition collection that has

Showing the brands growth and connecting with consumers on a

designed in their school colours. Looking at the image to the left

more personal level. This communication plan also foresees the

it shows an example of the potential NTU collection by using their

opportunity for a permanent place on more campuses in the future

classic school colours. The Collection aims to be classic Gymshark

as discussed in my three year.

while incorporating the spirit of university making it a must have to students who play sport.

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58% of people learned about an event or restaurant they were interested in attending by viewing a roadside billboard

The above the media that will be used prior and during the event will be road side billboards. This form of media is effective especially with millennials that drive by a billboard in popular area. As Gymshark will be working in partnerships with shopping centres to host their temporary pop-up during the 8 weeks the perfect place will be placing a billboard outside or close to the centre it is hosting in. An example of this is shown above in the Nottingham INTU centre.

Billboards on big location on the High-street cost around ÂŁ300 per week so as the popup will be taking place in 8 cities there will be

how they will disrupt

billboards

Above the line

needing to be one in each city. Also, to drum up attention the billboard will be most effective going up a week prior to when the city is due to host as it will hit a larger audience by staying up longer.

The estimation cost of this advertisement for being each hosting city for two weeks works out as ÂŁ4,800.

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This media will disrupt Gymshark’s traditional media as it will display a QR code on the campaign image. This will allow for anyone who scans it all the details about the events such as times and how to vote. It will also offer a unique code for anyone who scans it to enter their details and receive 15% off their next purchase.

37% of people reported that looking at an outdoor ad each or most of the time they pass one

Bellow the line advertisement Direct emails will be sent to not only all emails that are registered with Gymshark but will be sent to all university emails of the institutes who

direct marketing

are hosting the events. By using new emails provided by the university’s Gymshark are able to reach a wide demographic to what they have had before which hopes to lead to the success of the event with having more consumer exposure.

One of the main measurements used for the brand will be footfall in the HQ so with Gymshark offering the first 10 people each day who visit each

give-aways

HQ in their city the chance of winning free give-aways entices current and new consumers to visit and buy more once there.

The online advertisement that will be used prior during and after the event will be online and social media adverts. Gymshark heavily use

online advertisement

this already so continuing with what they already do well is key to keep enticing the consumer. The adverts will be included on all their social platforms, the website and even as banner cookies on platforms such as Youtube.

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timeline

start of 2020.

jan

75

Influencers will take to adverse the start of the event happening next month. Plus the end of May will see the first billboard put up in front of the Intu to symbolise the happening of the event next month.

The continuance of the games at its peak.

Advertisement will continue to happen on social media, direct mailing and the changing of the billboards in each city.

mar

may

feb

apr

“Battle of the Uni’s” sponsored varsity event that will begin in April on all social media platforms and the website.

Battle of the unis starts on the 9th of April in the city of Nottingham.

jun

The final varsity will be held on the 4th of June at Ashton university.

This month will inform the winner of the games and which city will be receiving the first ever Gymshark campus store.

EVALUATE THE SUCCESS OF THE POPUP EVENT THROUGH THE AMOUNT OF LIKES And SALES HAS HAPPENED

REVIEW AND EVALUATE THE POP-UP FROM ADVERTISEMENT IN FEBUARY TO THE END OF THE OLYMPICS IN AUGUST. THIS WILL GIVE A DEPTH KNOWLEDGE OF HOW WELL THE BRAND HAS DONE.

jul

sep

EVALUATE THE FIRST MONTHS CAMPUS SHOP SUCCESS. THIS HOPES TO GIVE AN IDEA OF ITS FUTURE AND IF ITS GOING TO BE PROFIT BALE

nov

aug

oct

dec

the start of THE 2020 OLYMPICS IN TOKYO. HERE THE BRAND WILL MONITOR IF ITS CUSTOMER ENGAGEMENTS AND PROFITS INCREASE

Launch the permanent space for the winning city.

Launch the permanent space for the winning city.

Social MEDIA Campaign

The social media campaign will be titled “WEAREONEBRITAIN”. The battle of the Uni’s event has been designed to bring all different types of people together to celebrate one thing and that is each other. If a consumer is competing, voting or purchasing from the HQ the aim is to do something to play their part. The event foreshadows the United Kingdom playing in the biggest sporting games in the world to help bring the country together. The hashtag #WEAREONEBRITAIN represents not only the varsity but Gymshark’s aim of increasing current and new customers engagement in the brand. Although people and cities will be against each other in the varsity the end result is we are one country united for a global event.

#weareoneBritain

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"27% of consumers were inspired by big sporting events to buy more sportswear". (mintel seasonal shopping spring/summer 2019)

the budget TASK

TASK UNIT PRICE

QUANTITY

COST

GIVEAWAYS

£10 X 70 PEOPLE PW

4

£1,200

8

£5,600

QUANTITY

COST

MEMORABILIA

BELLOW THE LINE direct marketing £300 PER MONTH

UNIT PRICE

banners

£2.00

1,600

£3,200

t-shirts

£4.50

1,600

£7,200

pop-up hq

SOCIAL MEDIA

N/A

N/A

£50,000

gymshark athletes

ANNUAL

ANNUAL

ANNUAL

EXCLUISVE DISCOUNTS

N/A

N/A

N/A

LOCATION (INTU STORE)

£329 X 7 DAYS

8

£102 X 7 DAYS AMBASSDOR (TEAM GB) £50,000

8 2

£18,424 £5,712 £100,000

ABOVE THE LINE BILLBOARDS

£300 PW X 2

DJ HIRE

8

£4,800

8 5000

£6,336

FLYERS

£792 £0.10

STAFF

£10

10 STAFF X 56 DAYS

£5,600

TOILETS

£0

£0

£0

SECRUITY GUARDS

£10

2 STAFF X 56 DAYS

£1,120

£329 X 7 DAYS

8

PHOTOGRAPHER

CLOTHING SAMPLES TO GIVE AWAY

£10

800

£8,000

DISPLAY PIECES

£10

60

£600

MEMORABILIA

SPONSOR EACH VARSITY SPACE

TOTAL KEY CHAINS

£0.80

800

£640

WATER BOTTLE

£2.00

1,600

£3,200

80

£500

£18,424 £240,556

Measuring and reviewing Metrics that will be used during and after the event: - Footfall at pop-up shop (HQ) - amount of views watched during the live events - Tickets sold for the events - amount of likes received on instagram and facebook posts.

- amount of memorabilia purchased for each university - key measurement will be the people who sign their personal details in order to vote for their university.

Most re-tweets, likes and name signed will win.

The above metrics have been chosen as it gives an overview of many different stages of the pop-up instead of just focusing on if Gymshark have sold a lot of memorabilia or clothing through sponsoring this event.

Looking at how many new Instagrammers followers or the increase in post likes and re-tweets shows if the brand has fully engaged with its consumer. The above measurements review and answer the main question of how effective would a Gymshark physical space be with the designed demographic of 18-24 year old. In a society dedicated to their phones and always posting to stay connected making them come out to vote and watch a event shows the potential that Gymshark can have with its own experimental space.

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“Instagram posts with at least one hashtag have 12.6% more engagement than those without�. (hubspot 2019)

conclusion

To conclude from identifying how the brand is currently performing and where it sits in the market the 3-year strategy has been implemented to help with its hopes of growing with the upcoming years. The communication plan that has been created has been specifically designed to help where the brand is currently struggling; Customer engagement.

This was identified early on in the survey monkey with over 77% have heard of the brand but only 28% have actually purchased. Another key indicator the brand doesn’t connect as well with its customer is that majority of the interviews answered they would only buy the brand for its sales and not because of its quality. This three-year plan hopes to tackle that issue while expanding further with a physical experiential space for it customers to use and connect to the brand better. Through increasing customer engagement Gymshark will be able benefit from loyal dedicated consumers for how ever long they continue to stay innovative and current.

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appendix 1

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