“Balwaan Gyms and Akhadas” is a new enterprise started by two young fitness freak
entrepreneurs Mr. Balraj and Mr. Balbuddhi. Balwaan Gyms and Akhadas is a chain of gyms
with a vision to make everyone healthy. The company has already opened 15 Gyms and
Akhadas across five cities namely Mumbai, Bangalore, Pune, Delhi and Kolkata.
The gym has all modern facilities and amenities like 24*7 security, convenient parking, flexi
hours, group Classes on fitness, Personal Training, Private restrooms for males and females.
The most unique thing about Balwaan is that it also has all Indian style akhadas where
traditional body building is taught. Balwaan’s every store has a healthy café where they serve
traditional healthy food and drinks at extra cost.
The membership fees for the same is 24,000 per annum without a personal trainer.
The company has been relying only on word of mouth for yearly memberships. The company
has not undertaken any marketing promotion campaigns for the same. The company is falling
short of its expectation when it comes to membership and revenues.
Assume the company has hired you as a Marketing consultant and they want you to advise
them on the following issues:

1. List and discuss the major bases for segmentation of consumer markets. Explain the four
variables in detail for Balwaan. (1000 words)

2. How will you promote the Brand Balwaan Gyms and Akhadas online? Explain five
platforms that you will use to promote the same. (1000 words)

3.a. Explain various levels of product with reference to Balwaan Gyms and Akhadas.
(500 words)

3.b. Which celebrity will you select as a brand ambassador for the Balwaan Gyms and
Akhadas? Explain the choice of your celebrity with five reasons. (500 words)
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i Foundations for consumer market segmentation A Demographic distribution Demographic segmentation divides the market into groups based on variables such as age gender family size income occupation ed... View the full answer