You are a marketing researcher and have been contracted to prepare a portfolio for a client. They wish to better understand the Integrated Marketing Communications approach of UK based gyms since 2019.
You must use visual evidence to illustrate your findings. All findings must relate to the UK operations of The Gym Group. (a lot of visual evidence, you need to have all the portfolio based on
pictures)
After briefly introducing the brand you have chosen
(A)Describe the concept of Integrated Marketing Communications (IMC) and explain the extent to which the
brand has (or has not) adopted an IMC approach.
(B) Identify, and analyse the UK market segments the brand has targeted since 2019 and the marketing
communications strategies it uses.
(C) Assess the current ways the brand builds and maintains customer relationships and make
recommendations on how it might develop the notion of marketer-consumer reciprocity to improve the
brand equity. You must refer to a specific brand equity model in addressing this.