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Company Name:  Magnit 


Company Activity Type:  sports and entertainment complex


Description of Product/Service Categories:  

There is a functioning sports and entertainment complex Magnit (website https://magnit.family), which consists of:
0 floor – swimming pool (25-meter and children's), sauna and hammam – where people swim, relax, and engage in swimming training.

2nd floor – pizzeria-pasteria Pomidora, where they prepare Neapolitan wood-fired pizza, pasta, and more.

3rd floor – children's club with trampolines, themed rooms, where parents can leave their children under supervision, while they go to the pool or fitness, sit with friends in Pomidora, or go about their own business for a few hours.

4th floor – fitness club with modern equipment, good ventilation, and qualified trainers who conduct individual and group classes.

We want to position this complex as a place for relaxation and for those who value an active lifestyle.


Distribution Channels and Sales Geography:  This slogan will be used on billboards and city lights, on our website, in social networks, on customer plastic cards, and on promotional items (caps, t-shirts).

Target Audience Portrait:  

Audiences we are targeting with positioning:

  • People who want to relax, unwind, and change their environment beyond work-home-work
  • People who love to relax and develop actively, care about their health
  • For this slogan to be well-received by athletes (this is a small but constant audience) – it should not convey any childishness or cuteness.
  • Each of this audience should feel something close and necessary to them.


Existing or Anticipated Positioning:  Currently, our options are: «Relax Healthily!» and «Source of Emotions and Energy», we would like an even more emotionally powerful and precise slogan, which is why we are announcing this competition.


Object for the Slogan (Company/Product/Service):  Magnit as a complex where one can relax, improve health, leave children to have fun, spend time with family or friends, and get in shape.


List Closest Competitors:  There are actually no competitors, the city has a population of 28,000, there are 2 gyms that have no advertising apart from their signage, and the only swimming pool is a state one in a school; other children's clubs have closed due to quarantine.


Describe the Main Competitive Advantages of the Object:  convenience - all in one place, close to the city center, various entertainment gathered for the whole family, there are no similar objects within an 80-100 km radius.


Customer Pain Points Addressed by the Magnit Complex:
- there is nowhere to go in Chortkiv (and surrounding areas) in terms of entertainment

- to feel like a person with quality service and a European-level interior

- a place for relaxation, rebooting, changing the environment, a third place

- physical development for children and adults

- swimming for muscle and back relief (health)

- quality fitness training with a qualified instructor - to do everything correctly and achieve results (defined body for men or weight loss for women)

- entertainment for children and a break from the noise of children for adults for a few hours

- to occupy children's leisure

- health improvement and hardening

- celebrating birthdays, name days, achievements in career or business (adults in Pomidora, children - in the children's club)

- a place to bring friends, godparents, guests from other cities, to sit quietly, communicate, relax together, and pleasantly surprise them that such an object exists in a small town

- a place where one can just swim year-round like in the sea

- cleanliness, sanitation, safety

- a place to leave a child when going to the gym, swimming pool, or needing to go somewhere for a few hours without children

- a place to spend time on weekends, so that the whole family finds it interesting

- an Instagrammable place

- powerful ventilation that quickly refreshes the air, which is important for easy breathing in the gym and quickly removes harmful viruses, making it safe to exercise

- additional development for children (swimming classes, themed games in the children's club, special boards in the DК)


What Idea Should the Slogan Contain: 

  • emphasizing advantages
  • awakening emotions


Main Characteristics of the Company/Product/Service Image to be Reflected in the Slogan: 

The slogan should be:

  • Short (preferably 2-3 words)
  • Simple, easy to perceive, and understandable even to a 7-8 year old child
  • Reveal the essence of the establishment from two sides (rational and emotional) An example of a very successful slogan that would suit us and combines two parts: - "Club of Healthy Pleasures"- simply this slogan is used by the Ukrainian club 5th Element, so we cannot use it.
  • The slogan should be easy to remember, ideally, it should evoke admiration
  • If the slogan uses words that can have different meanings depending on stress or pronunciation, then all meanings of this word should have a positive character and correspond to the desired positioning.

Currently, our options are: «Relax Healthily!» and «Source of Emotions and Energy», we would like an even more emotionally powerful and precise slogan, which is why we are announcing this competition.

What Associations and Emotions Should the Slogan Evoke in the Consumer? The desire to make changes in their leisure, to relax actively and that it is convenient when everything is together, how great it can be to relax, openness and honesty, simplicity


What Associations and Emotions Do You Wish to Avoid?  Boredom, that it is expensive.


In What Language Should the Slogan Be Written:  Ukrainian


Provide Examples of Slogans You Liked:  Club of Healthy Pleasures, I Love It (from another sphere, but conveys the essence emotionally)


Provide Any Additional Information You Consider Important:  

The word «club» in our case is not very suitable, as the city is small and it conveys elitism, which implies expense. Therefore, more suitable words are place, territory, if played from this side.


We are focusing more on positioning for people living outside of Chortkiv, so they would want to come and relax, hence also considering words: convenience, pleasure, relaxation, health, and their synonyms.
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