Marketing Principles
Katazina Klimova, 2012
Greenwich Leisure Limited (GLL) Marketing Principles
Introduction
Leisure activities are important and meant to de-stress a person and carry attention away from work. The aims are to give person a sense of self and some recreational activity. And UK market of leisure centres and gyms became very competitive; this is indicated by three factors: people became more health conscious, number of gyms is constantly increasing and membership becomes more and more affordable. This case study seeks to explain what marketing strategies and orientations are in leisure market and GLL in particular.
PROFILE of company chosen
GLL is a social, charitable enterprise that provides leisure and fitness services in London. They work for benefit of everyone in the public, the communities we work in, their staff and partners. GLL was founded in 1993, by Greenwich Council’s Leisure Department. The scheme was a risk at a time when significant budget cuts by local authorities were expected in the field of leisure. GLL practises employee ownership: At the present moment GLL have reached the number of membership nearly 450,000 with tens of millions of visitors every year. The list of product they offer to customers: * Weights and exercise machines * Group fitness classes (Aerobics, yoga, Pilates etc) * Personal training * Swimming Pool * Other leisure services (Saunas, Aromatherapy etc.) * Sales of food, drink, clothing and equipment
Marketing concepts
Marketing is a process by which people obtain what they need and want through creating and exchanging products goods or services which has value to customers. It consists of identification, anticipation and satisfaction of your potential client. That means, in order to make your client ultimately happy and loyal you must research and analyse
Greenwich Leisure Limited (GLL) Marketing Principles
Introduction
Leisure activities are important and meant to de-stress a person and carry attention away from work. The aims are to give person a sense of self and some recreational activity. And UK market of leisure centres and gyms became very competitive; this is indicated by three factors: people became more health conscious, number of gyms is constantly increasing and membership becomes more and more affordable. This case study seeks to explain what marketing strategies and orientations are in leisure market and GLL in particular.
PROFILE of company chosen
GLL is a social, charitable enterprise that provides leisure and fitness services in London. They work for benefit of everyone in the public, the communities we work in, their staff and partners. GLL was founded in 1993, by Greenwich Council’s Leisure Department. The scheme was a risk at a time when significant budget cuts by local authorities were expected in the field of leisure. GLL practises employee ownership: At the present moment GLL have reached the number of membership nearly 450,000 with tens of millions of visitors every year. The list of product they offer to customers: * Weights and exercise machines * Group fitness classes (Aerobics, yoga, Pilates etc) * Personal training * Swimming Pool * Other leisure services (Saunas, Aromatherapy etc.) * Sales of food, drink, clothing and equipment
Marketing concepts
Marketing is a process by which people obtain what they need and want through creating and exchanging products goods or services which has value to customers. It consists of identification, anticipation and satisfaction of your potential client. That means, in order to make your client ultimately happy and loyal you must research and analyse