Zumba in the Middle East

By: Andreea Nan and Fabian Hodak

AgendaWhat is ZumbaThe Cha Cha Slide of ZumbaThe Research

1.Introduction

What Zumba is all about

There is a Zumba class for everybody and every body

Zumba [noun] : a dance where the cheerleader, the goth and the fat kid from highschool are besties.

Positioning: everyone can do it, even your grandmother.

Zumba Overtakes the World

180 countries200,000 locations

Problem: Interest over time is decreasing.

2.Our Recommendations

Zumba should expand to the Middle East

First location:Qatar

Qatar is the richest country in the world

http://www.youtube.com/watch?v=cxvYbp6VmqQ

Our strategy is based on three simple ideas

Adaptations to local customers

and culture

Celebrities as ambassadors &

social media

Co-operations with luxury

hotels

Adaptation to local customers and customs

It is a muslim community. Explicit content is not allowed in public places. Events that take place outside have to respect the norms of the country.

Women are reluctant to dance in front of men. Segregated classes are to be implemented. The mixed classes will target the expats. Arabic influences are also appreciated in dance moves.

Prayers are five times a day and a lot of people will pause their activities for a quick prayer. Schedules have to be built around that. Loud music in public places is also avoided during prayer times as sign of respect.

Celebrities as ambassadors and social media advertisers

Co-operations with luxury hotels and hotel chains

3.Primary & Secondary Research

What we found out

Interest by Region

69% of respondents are interested in Zumba

N = 39Gender Distribution

Most respondents

were from Qatar

Our respondents

know what Zumba is

People are interested so why not expand?

The image Zumba has in the Middle East

40%

“I feel that Zumba is primarily targeted towards female customers…

17%

StrategyLicensing and supporting the folks who teach Zumba classes.

4.Timeline for Implementation

Assuring we achieve our goals

The expansion will be completed within one year

2 monthsSending 3 official Zumba trainers to Qatar to train instructors

4 months launch of trainings in Qatar

8 monthsGoal of 100 courses in Qatar is reached. Expansion to other countries

2.5 months Acquiring Zumba ambassadors and hotel partnerships in Qatar

6 monthsPartner roster is completed, acquisition of partners in the other countries

10 monthsSending 3 official Zumba trainers to to train instructors

12 monthsOur marketing efforts have a considerable impact on Middle East sales

5.SWOT Analysis

What is in for Zumba?

S Low financial involvement and risk for Zumba

The expansion plan adapts to local conditions and covers a large geographic area in a short time period

w Too less Zumba employees in the country to control and steer the expansion efforts in the region

Celebrities might not be willing to work with us or would require exuberant payments for their promotion activities

OOpportunity to collaborate with celebrities on Zumba sports apparel in the future = additional sales

Opportunity for collaboration with sports events, for example the Qatar National Sports Day, in the future

TDance schools and gym chains might be more appealing to male customers and destroy Zumba’s market share in the long run

Political turbulences and terrorist activities in the Middle East might negatively affect tourism and thus Zumba’s co-operations with hotels in the area

Any questions?