Tuesday, October 11, 2011

Zumba Fitness: DItch the workout. Join the Party!

Zumba Fitness Case Study
Yasemin Baris
Alicia Clarke

To view our full case study in PDF format, click here.


credit score repair said...

Zumba Fitness is a video game developed by Pipeworks Software and published by Majesco Entertainment based on the Zumba program.

katie said...

It is no surprise that your project is very aesthetically pleasing and well put together. The project itself looks very fun!

MWW Group sounds like they've done a stellar job from the details you've reported in the presentation.

One aspect I took away from this presentation is just how strong the Zumba brand really is. Not only are the primary and secondary audiences important as driving forces for perpetuating the brand, but the intervening audience is just as strong if not stronger. It would be interesting to see how many individuals on average the instructors come in contact with. In a way, they too are PR people and a live tactic for the Zumba brand and campaigns every time they teach a class.

An additional point I found interesting was the problem of piracy and counterfeit Zumba programs. This certainly presents a problem with money and safety especially, but I'd like to see what percentage of Zumba classes are in fact fake or pirated. Despite the piracy, using the Zumba name could still drive people to the website, YouTube videos and encourage brand loyalty.

Another aspect I would like to know more about is how MWW Group and Zumba work together to target, motivate and initially bring in the secondary audience to participate in Zumba. It seems like once people are hooked, the job of keeping them around is not as much of an issue.

Overall, great job!

Alicia D said...

I agree with Katie, the overall appearance of the project is great and definitely makes the case study easy to read.

The information included in this project is very extensive and detailed and I feel that I learned a lot about Zumba Inc. and MWW Group through the background information provided. Also, the evaluation of previous strategies was very informational and creates a framework for future campaigns.

I feel that the Zumba brand is extremely recognizable at the moment, but like all exercise trends, there is potential for a short life span. The evaluation information provided in this case study can aid to the continued success of the brand as well as expansion in the future.

Great work girls! You provided some extensive research and the case study was very well organized and easy to navigate.

Catie said...

Hey Girls!

As Katie said, your project looks really great and very professional. I thought that overall, your presentation was very interesting and informational. It was cool to hear MWW's winning pitch because I'm sure there was a lot of competition for the Zumba account and, while we get to read pitches and case studies in our textbooks, it isn't often that we get to a real pitch from the pracitioners' mouths.

One thing that I took away from your presentation was the importance of celebrity endorsements (i.e. Pitbull, Jordin Sparks, Wyclef Jean, etc.) This is one thing that Zumba seems to have a lot of. Perhaps this is an obvious statement, seeing that Zumba is centered around its music and the celebrities that create it, but I think it is smart that Zumba capitalizes on this relationship and uses it to their advantage. The best example of this was the video you showed in class of the Pitbull concert and Zumba class. The video was fun and upbeat and used the popular of music of Pitbull to draw clients in while also showing potential clients how fun Zumba can be.

Overall, I thought you both did a very good job.

PSU PR Student said...

I believe your project was very well developed and analytical in highlighting the way MWW extended the Zumba brand.

I thought it was really interesting to see what tactics MWW came up with in order for Zumba to be recognized as a global brand.

What I took away from this case study is that it is fundamental to create partnerships with icons and also with important movements in order for the brand to to reach the next level.

Good job!!!

katie said...

Hey Zumba Girls!
I definitely agree with the comments prior! The layout is easy to read, while sticking with one of the most important things about Zumba, that it's bright and fun!

With so many people struggling to find a way to consistently work out, I think that you guys demonstrating the positives and the future of Zumba is very interesting.

Zumba has definitely grown exponentially since it's rise, and I believe from you work that it will continue to do so.

Great job, very interesting topic to pick!

Aly Kauffman said...

Hey guys!
Great job on the project! The information was clearly presented and I really loved the video shown in the beginning. It really caught my attention and got me interested on what was to come.
It was exciting to learn how MWW Group took over Zumba Inc. and I found it really helpful to skype in with two people who worked so closely with the partnership. Hearing their tactics and ideas (whether they went through with them or not), was really interesting and eye opening to see how it all goes down in the real world!
Thanks a lot for the interesting topic and again, fabulous job!
- Aly Kauffman

Aly Kauffman said...
This comment has been removed by the author.
Ari Morris said...

The final PDF of your project looks great and very well put together!

The information you included in your project is very detailed although I think it may have been a little bit easier to organize if you had focused on one campaign such as the Party in Pink campaign. However, I still learned a lot about Zumba and MWW Group from your presentation and final case study.

Your research was very detailed and thorough which helped provide great background information for the case. Great job guys!

Sara Caterina said...

Similar to what Catie was saying, I found the importance of celebrity endorsement in the Zumba campaign so interesting. Ever since your presentation, I've been playing Pitbull's "Pause" for my friends and they love the song. Now we all want to try Zumba. I think that their idea to promote Zumba through musicians is genius since the fundamentals of Zumba exercise is dance. Additionally, this partnership can help musicians gain popularity because a crowd that may not have listened to Pitbull, is now listening to Pitbull on a weekly basis. The complimentary goals make for a great endorsement partnership and a win/win for both parties.

I absolutely adored the visual completeness of your case study as well as your presentation. The green color and Zumba symbol really created a theme that tied all the pages together into a complete product. Additionally, I loved that you both dressed the part for the presentation. It almost seemed to give Zumba more credibility. I looked at both of you and felt like this was a fitness class you take and are vouching for.

If I could recommend one thing, I think I would have included more about Les Milles and how it has hurt or could potentially hurt Zumba. Because Zumba and Les Milles are so similar, I wonder if this poses an extreme threat to Zumba's prosperity.

Your case study was a lot of fun. Great job girls!

Christopher said...

Alicia & Yasemin

Going first for any large presentation is admirable and daunting. And I give you my respect for taking charge and going first. A couple of things regarding your presentation before discussing the case study.

You have been the only group to utilize a live interview with a PR professional, and that sets you at a cut above compared to the rest of the presentations, including my own. However, I do think there were some issues concerning your interview.

In the first few minutes of the interview the PR professional inquired as to how their aspect of the presentation was to be strucuted. Alicia replied :

"Discuss the case study I thought that was the plan."

I found that comment to be unprofessional. I understand that you interned with this particular company, but to me that comment seems off the cuff does not have a place in this type of forum.

Also, the interview as unstructured, and the PR pros were really left rambling on tactic after tactic. Perhaps it would have been better to type a few scripted questions and leave it at that.

BUT - having a PR professional take the time to be interviewed live shows dedication on your end - and a level of respect that you must have accrued during your internship, Alicia. As such, please do not take my comments negatively.

Being male, I did not anticipate Zumba to have such a strong following. MWW has done a fantastic job generating brand interest and the two of you illuminated that clearly. I was particulalry "wowed" by their concert in which Pit Bull took part in. Innovative.

Again, kudos to going 1st on this project. Overall - Well Done.

- C

Danielle Tawil said...

Zumba study,

Great job! As the first case study to present, you girls definitely set the bar high for the rest of the class! Your presentation was engaging and really got me interested in the Zumba movement! Those launch parties look like so much fun!

Thus far, you girls were the only group that were able to include face time with a PR contact and let me say that that makes all the difference! It is one thing to gather information on the internet, it is another to get it from a direct source! Hearing about what they did really amde it all come together for me, and also made me excited to join the professional PR world myself.

Great Job!

Brittany said...

This is a really interesting case study, particularly because the MWW Group has branded Zumba as a movement, rather than the product of a “typical” public relations campaign. Zumba has become a lifestyle rather than merely a form of exercise, and this is largely due to the success of the program in addition to the hard work of Zumba’s public relations practitioners.

I commend your group for Skyping in these public relations professionals who were able to walk us through their entire pitch for the Zumba account. I have read many case studies, but this has been my first opportunity to hear an entire public relations pitch from the professionals that developed it.

Your group also did a great job of being in character for the presentation, dressing in bright colors and bringing energy and life to the presentation and you discussed each Power Point slide.

Your case study reports that Zumba has 12 million devoted supporters, and this leads me to wonder about retention rates for the Zumba program. If it has 12 million followers, I would be curious to know how many people have tried Zumba and not wanted to return to the program. Now that I am aware of the positive response to the program, I am very inclined to join some friends and see what the “buzz” is all about. Good work girls!

Ceska said...

This game gives me a great sweat! Its really easy for beginners, as I had never done Zumba prior. At the end of the 20 minute workout, I'm drenched in sweat but didn't even notice cause I was having fun! There are 20, 45, and 60 minute workouts ranging from beginner to expert. I recommend this game to anyone that wants to get their heart pounding while having fun dancing!

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