Zumba in the Middle East By: Andreea Nan and Fabian Hodak
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
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?