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True Health Fitness Center Marketing Plan
- 1. True Health Fitness Center Marketing Plan Team 4
- 2. Introduction Mission Statement: • Provide exceptional healthy living options for a full range of maturity levels at competitive prices. Goals: • Provide effect training opportunities • Reduce the progression of obesity Team #4
- 3. Situation and SWOT Analysis Opportunities Strengths • Develop corporate • Access to all inclusive programs to offer as fitness facility 24/7 internal marketing tool Threats Weaknesses • Existing competing • Limited availability for fitness and gyms in our market specialized services Team #4
- 4. Marketing Objectives • Target local businesses • Adjust the marketing strategies and also target larger corporations. • Increase annual sales by 10%. • Increase saturation of market quarterly. • Continue to strengthen True Health’s image as THE premier provider of wellness programs and personal fitness. Team #4
- 5. Market Segmentation Strategic Alliances: Corporate Wellness: Business will want to reduce health care costs & absenteeism and increase performance, morale and production Begin with successful companies with good reputation Move to all companies Individuals: Men & women All ages & races Interest to improve health, build muscle, weight/inches Team #4
- 6. Target Market Strategy • Find a niche with individual needs • Offer different and broad programs • Create a more social & fun atmosphere • Offer excellent service and safety Team #4
- 7. Marketing Mix: Product Tangibles Intangibles •Weights/fitness equipment •Exercise classes •Tanning beds •Massage therapy •Martial Arts/aerobics room •Child care center Team #4
- 8. True Health Fitness Center: Life Cycle Growth Maturity •Loyal Stage Stage customers emerge as newness wears •Newness factor off builds business quickly Introductory •Business fizzles Stage Decline in poorer Stage communities •Curiosity brings in during weak customers economies Team #4
- 9. Distribution • Extension of Strategic Alliances : – Physician Offices: Advance specialized fitness patient program Physician minute clinic or vaccination services – Corporate Programs: Develop healthy living & fitness programs In-house Corporate marketing endorsement – Community Recreational Programs: Provide trainer services Free endorsement of fitness center – Educational Athletic Programs: Develop sports focused fitness programs Discounted membership fees for students Team #4
- 10. Distribution Inventory control is a critical process within the service industry to confirm adequate labor supply utilization. • On-line membership & appt • Time study to measure scheduling assigned workforce vs. customer flow. • Semi-annual utility cost analysis to measure peak points Team #4
- 11. Promotion Advertising Types Sales Promotion •Flyers/mailers •Discount aerobics class •Newspapers when you bring a friend Public Relations Personal Selling •Let us help make a •Business to Business healthier, happier you Team #4
- 12. Pricing Team #4
- 13. Pricing Team #4
- 14. Pricing Team #4
- 15. Implementation • Hire True Health Consultants • Establish Corporate Wellness Contracting • Utilize Strong Diverse Promotional Mix • Focus On Meeting Marketing Objectives Team #4
- 16. Evaluation • Customer Satisfaction Surveys • Audit Results • Goal Accomplishments or Failures • Market Research Team #4
- 17. Control • Monthly and Quarterly Status Reports – Market Saturation – Revenue Forecasting – Departmental Sales Totals • Proactive Approach to Management – Forecasting Tools and Projections – Consistent and Continuous Internal Auditing • Yearly and Quarterly Goals Team #4
Editor's Notes
- True Health Fitness is a service facility centering upon a facility enabling time saving exercise for our membership by use of the fitness center facilities anytime in their hectic schedule. In addition, our trained fitness instructors provide services such as exercise classes, training sessions, along with hot tubs, saunas, and tanning during established business hours.
- Target local businesses by aggressively pursuing interaction and relationships with business professionals (senior managers and leaders of local organizations) who would profit from using this service and convince them of the benefits and needs of a corporate wellness programs.Once a strong presence in the market has been established, True Health Fitness Center will adjust the marketing strategies and also target larger corporations. Increase annual sales by 10%.Increase saturation of market quarterly.Continue to strengthen True Health’s image as THE premier provider of wellness programs and personal fitness
- Businesses will want to reduce health care costs & absenteeism and increase performance, morale and production. The success of any company depends very heavily on the productivity and work performance of its staff. Segmentation will begin with successful companies who have a reputation of employee satisfaction, but will eventually include all businesses.. Men and women of all ages, sizes and race will want to lose weight or inches, add tone, meet other healthy individuals. There isn’t a distinct profile of individual membership.
- To promote the company, we need to use a mixture of sales promotions, advertising, personal selling and public relations. Each type of promotion gives us the opportunity to reach new customers.
- To promote the company, we need to use a mixture of sales promotions, advertising, personal selling and public relations. Each type of promotion gives us the opportunity to reach new customers.
- To promote the company, we need to use a mixture of sales promotions, advertising, personal selling and public relations. Each type of promotion gives us the opportunity to reach new customers.
- To promote the company, we need to use a mixture of sales promotions, advertising, personal selling and public relations. Each type of promotion gives us the opportunity to reach new customers.