A marketing class presentation on Zumba Inc and potential international expansion within the GCC area. A simple exercising outlaying international strategies and combining primary and secondary research ran by myself and my project partner.

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

2. Agenda
What is Zumba
The Cha Cha Slide of Zumba
The Research

3. 1.
Introduction
What Zumba is all about

4. 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.

5. Zumba Overtakes the World
180 countries
200,000 locations

6. Problem: Interest over time is decreasing.

7. 2.
Our Recommendations
Zumba should expand to the Middle East

8. First location:
Qatar

9. Qatar is the richest country in the world

11. Our strategy is based on three simple ideas
Adaptations to
local customers
and culture
Celebrities as
ambassadors &
social media
Co-operations
with luxury
hotels

12. 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.

13. Celebrities as ambassadors and social media advertisers

14. Co-operations with luxury hotels and hotel chains

15. 3.
Primary & Secondary Research
What we found out

16. Interest by Region

17. 69% of respondents are interested in Zumba
N = 39
Gender Distribution
Most respondents
were from Qatar
Our respondents
know what Zumba is

18. People are interested so why not expand?

19. The image Zumba has in the Middle East

20. 40%

21. “I feel that Zumba is primarily targeted towards
female customers…
17%

22. Strategy
Licensing and supporting the folks who teach Zumba classes.

24. 4.
Timeline for Implementation
Assuring we achieve our goals

25. The expansion will be completed within one year
2 months
Sending 3 official
Zumba trainers to Qatar
to train instructors
4 months launch of
trainings in Qatar
8 months
Goal of 100 courses in Qatar
is reached. Expansion to
other countries
2.5 months
Acquiring Zumba
ambassadors and hotel
partnerships in Qatar
6 months
Partner roster is
completed, acquisition of
partners in the other
countries
10 months
Sending 3 official Zumba
trainers to to train
instructors
12 months
Our marketing efforts
have a considerable
impact on Middle East
sales

26. 5.
SWOT Analysis
What is in for Zumba?

27. 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

28. 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

29. 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

30. 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

31. Any questions?