MARKETING STRATEGY TO INCREASE SALES OF YOGA STUDIO: SULLA WELLNESS CLUB

Authors

Annaya Jasmin Putri Tinus Institute of Technology Bandung
Satya Aditya Wibowo Institute of Technology Bandung
Gallang Perdana Dalimunthe Institute of Technology Bandung

DOI:

Keywords:

Yoga Studio, Customer Retention, Strategic Analysis, Digital Engagement, Market Differentiation

Abstract

A study of Sulla Wellness Club, a yoga studio founded in 2023, shows the key challenges of low customer retention and stagnant growth in the first half of 2024 despite their marketing focus on social media. The study by using a mixed-method approach with qualitative and quantitative methods, a survey of 110 users for internal analysis(STP, Marketing Mix 7P, VRIO) and external analysis (PESTLE, competitor analysis,, customer segmentation, Porter’s Five Forces) analysis, then integrated the findings through SWOT. The results showed that while the studio had a unique design and variety of yoga classes, limited brand reach outside of the local area, lack of personal engagement, and over-reliance on Instagram limited retention. Only 15% of customers returned for their class, with growth peaking in early 2024. Customers wanted more personalized experiences, loyalty incentives, and community activities. Recommended the marketing strategy including the diversity of digital channels, target content, partnerships, regular events and implement the CRM to personalized the communications and rewards for the loyalty program. Development of new classes and workshops is also recommended. The implementation plan includes growth and retention targets with ongoing feedback mechanisms to adjust strategies based on market trends and customer needs.

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