True Yoga

A thorough analysis of True Yoga’s (TY) internal and external situation is done through the use of current product analysis, and a detailed description of TY’s market operations with the use of 4Ps. This also includes their target audience, who are consumers of the youth market with high spending power and middle aged working adults who are fairly health conscious. The behavioural sequence model is then used in relation to TY’s target audience. A SWOT analysis of TY’s promotional activities and marketing mix is done in conjunction with its competitive frame through the use of a positioning map and statement.A fair analysis of their competitors’ strengths and weaknesses and competitive trends is also made, including TY’s current marketing strategy using PEST factors.

Realistic marketing and communication objectives such as achieving brand awareness and increasing brand purchase through trials are also set. The coordinated communications program includes a detailed description of various forms of media used such as print media and outdoor events and how they will strive to deliver a consistent message to our target audience.This will be systematically organized into a time frame and we will realize that the program will fall within a budget of $232,176. Finally, an evaluation will be done on the effectiveness of various media on achieving the objectives of our campaign and any comments and suggestions to be made. TRUE Group was first established in Singapore in November 2004 and by 2006, has ventured into providing yoga, fitness and spa facilities through its 3 business concepts True Yoga, True Spa and True ‘Est.The TRUE Group’s main objective is to change people’s perception with a complete yoga, fitness, spa, aesthetics concept which is the core of True’s philosophy.

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(True Yoga, 2005) Our focus is to develop a realistic, integrated marketing campaign to promote the line of yoga services provided by True Yoga (TY) of the TRUE Group in Singapore. We aim to achieve this by changing the perception that yoga is not the tedious, painful and time consuming activity that others make it out to be.Rather, it will be introduced as a wholesome and healthy workout that is essential in attaining better physical and mental well being. In the course of this action, the IMC program will also attempt to change consumer’s perception of TY as having a bad reputation for adopting a hard sell approach. The campaign in the long term should allow TY to retain its good competitive advantage, perform better, and be perceived as a finer brand compared to its competitors. The report will address the problems TY is facing, its competitors, the communication process and their current marketing mix strategies.

After which, the promotional program that is selected to help us achieve our marketing and promotional objectives will be evaluated. The situation analysis plans to get clarity around the problem that the advertising and promotional plan intends to solve. Namely, the perception that the majority of consumers have towards yoga being tedious, painful and time consuming has to be changed. Secondly, the IMC program will also strive to reposition TY’s brand image as having a hard sell approach in consumers’ minds.