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CASE STUDY Fit - Kit is the brand name of a popular whole body exerciser equipment. It is meant to be used by an individual at home. Its utility is proven and clientele belongs to 'higher middle to high income' segment. Growth in its sales had been steady and adequate for the manufacturer. The equipment was sold through all major sports shop in urban localities. Over last two years. However, a rising number of health-conscious people are registering with a growing number of health clubs. This had adversely affected the sale of 'Fit- Kit' a recent survey conducted by 'Fit-Kit' showed: Individuals often experienced lowo motivation to exercise alone. They preferred company. Instructor's guidance while exercising was felt important. A range of service/facilities, like diet consultancy and weight loss guidance was considered as an additional advantage of health club membership. Questions: - 1) Identify the reasons which have adversely affected the sales of 'Fit-Kit" 2) Suggest an appropriate marketing mix for 'Fit-Kit". 3) As a marketing manager suggest appropriate promotional strategy for 'Fit-Kit