presents. c entral institute of technology gym market research analysis
TRANSCRIPT
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PRESENTS
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CENTRAL INSTITUTE OF TECHNOLOGY
GYM
Market Research Analysis
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CENTRAL GYM OVERVIEW
Trading Hours: Monday – Friday: 6am-9am, 11.30am -7.30pm
Saturday: 10am-3pm
Fitness Staff: Sally Bower ( manager) Jilly Williams Lucas Allemany Jarryd Kirby Anna Stevens
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FACILITIES AT CENTRAL GYM
Male and female change rooms
Reception
Water fountain
Whiteboard for a classroom simulation
Notice board
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EQUIPMENT AT CENTRAL GYM
Treadmills Bench press machines Weights in varying sizes Cardio equipment Bicycles Rowing machines Cable cross squat rack and punching bag Flexi balls Trampolines Steppers
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PRICES OF MEMBERSHIP AT CENTRAL GYM
Members Annual Fee: $50.00 per year (and payment option as per flyer)
Public: $10.00 per visit
Students: (No annual fee, choice of membership options as per flyer)
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PROGRAMS AND CLASSES
Goal For Life Age 50+ Run by Cert III
students
Personal Training All age brackets Run by Cert IV
students 12 sessions for $50
Group Exercise Classes
Free to members 12:10-12:50pm
weekdays $65 for 8 weeks for
non members
ISHA For cultural women 3-4pm Saturdays
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INTRODUCTION
The Agency was broken down into five groups, each with different market segments to research before collating all the information into one Power Point presentation.
Kiara & Aaron- Research on Gym Staff Geordie & Ben- Research on Central students Sonia & Avian- Research on the Public Kylie & Michelle- Research on Gym members Pavel & Patrick -Research on Central Staff
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RESEARCH OF GYM STAFFKiara and Aaron
Speaking on behalf of Team Black
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METHODOLOGY
Research objectives were to find from the gym staff
Numbers Positives and Negatives of gym Previous advertising and promotion Competition in Northbridge
Arranged times with gym staff for in-depth interviews (one on one)
Conducted interviews with 3 of 5 gym staff Gained qualitative data about Central gym
from gym staff
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ATTENDANCE TO THE GYM ACCORDING TO GYM STAFF
224 members
69 fitness students
155 general public members
There are very minimal ‘visitors’ to the gym, the majority that attend hold gym memberships.
69155
Central Gym Mem-berships
Fitness StudentsPublic
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GYM PROS ACCORDING TO GYM STAFF
Quiet
Personable
Low numbers
Equipment in low demand
New logo
Good quality equipment
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GYM CONS ACCORDING TO GYM STAFF
Lecturers and public share the same area
“The carpet and appearance is ageing”
“Change rooms are old and not cleaned properly”
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COMPETITION IN NORTHBRIDGE
Bite Personal TrainingSpecialises in personal training.
Fitness and Fight Specialises in boxing and martial arts
Live FitnessOlympic size boxing ring
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PREVIOUS ADVERTISING AND PROMOTIONS
1999 – Large signage erected outside the college
Current Class Timetable and Trading Hours flyers
No official website has been created for the gym
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WAYS TO INCREASE GYM MEMBERSHIP NUMBERS ACCORDING TO GYM STAFF
“More signage inside and outside of college”
“Minor works on the gym bathrooms”
“Changing the colour of the gym rooms”
“New treadmills and cardio equipment”
“Advertising on a more internal basis aimed at students”
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RESEARCH OF CENTRAL STUDENTSGeordie and Ben
Speaking on behalf of Team Crimson
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METHODOLOGY
Research objectives
Why students don’t use gym What would entice students to join
Surveyed 100 students throughout CIT
Survey selection based on age, study load & course
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AWARENESS OF GYM
88
12
Central students who had heard about the Gym
Central students who hadn't heard about the Gym
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REASONS FOR STUDENTS NOT JOINING
0
10
20
30
40 34
10
18 16
8
17
4
19
5 612
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STUDENT CONSIDERATIONS
Students who would consider joining if facilities were improved
Students who would consider joining if student discounts were offered
Yes No No Answer0
20
40
60
80
100
69
25
6
Yes No No Answer0
20
40
60
80
100
66
26
8
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WHAT WOULD ATTRACT STUDENTS
Nothing
Classes and Programs
Good Prices
Facilities
Extras
Social
0 5 10 15 20 25 30 35 40 45 50
44
8
13
24
4
7
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RESEARCH OF GENERAL PUBLICSonia and Avian
Speaking on behalf of team Gold
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METHODOLOGY
Find out from the general public why people don’t attend the Central gym.
Find out how to convince them to join the Central gym.
Conducted research on Perth Gyms Survey fifty people from the general public
within the area. Information is balanced between quantitative
and qualitative data.
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PEOPLE RESEARCHED
41%
45%
14%
StudentEmployeeBoth
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AGE OF RESPONDENTS
25%
35%
22%
18%
17-2020-2525-3030+
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HAVE YOU EVER BEEN TO A GYM?
74%
26%
YesNo
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CURRENTLY A MEMBER OF A GYM?
16%
84%
YesNo
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WHAT GYM HAVE YOU ATTENDED?
012345678
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Comm
unicat
ion
Facilit
ies
Drinking
Fac
ilitie
s
Bette
r Atti
tude
(Sta
ff)
Fees
/ Flexible
Hrs /
Contra
cts
0
5
10
15
20
25
PUBLIC NOMINATED IMPROVEMENTS
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WHY THAT GYM?
Wor
d of
mou
th
Dista
nce
Facilit
ies
Cost
Empl
oym
ent
0
5
10
15
20
25
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EXPECTATIONS OF GYMS
Suffi
cent
equ
ipm
ent
A/C
Mus
ic
Show
er/ h
ygie
ne Tv
Pool
s
Saun
a
Mas
sage
Tab
le
Open
Spac
es (O
utdo
or)
0
5
10
15
20
25
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HAVE YOU HEARD OF CENTRAL GYM?
35%
65%
Yes
No
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WOULD YOU CONSIDER GOING TO THE CENTRAL GYM?
64%
36%
YesNo
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WHAT FACILITIES WOULD YOU LIKE TO SEE IN CENTRAL GYM?
Suffi
cent
equ
ipm
ent
A/C
Mus
ic
Show
er/ h
ygie
ne Tv
Pool
s
Saun
a
Mas
sage
Tab
le
Open
Spac
es (O
utdo
or)
0
5
10
15
20
25
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RESEARCH OF CENTRAL STAFFKylie and Michelle
Speaking on behalf of team Indigo
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METHODOLOGY
Research Objectives Identify which Central staff use the gym and why. Identify what would prevent staff attending the
gym. Identify what would encourage staff from
attending the gym. Identified 10% of total, from 7 departments. 26 respondents surveyed 11th March 2010.
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STAFF WHO USE CENTRAL GYM AND WHY?
7 of 26 staff use the gym. 6 of 7 staff use gym for convenient location.
Department (No. of Staff)
Reasons Why
2x Art and Design Location1x Finance and Property Convenience1x Student Services Convenience 2x Business and Management
Convenience, cost
1x Events and Tourism A client for a fitness student
0x IT N/A0x International N/A
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STAFF AWARENESS OF CENTRAL GYM
62%12%
27% Staff who knew about gym 16 of 26Staff who were unaware of the gym 3 of 26Staff who use the gym 7 of 26
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BARRIERS TO ATTEND THE GYM
1. Most important is lack of time.
2. Students using the same gym.
3. Other barriers include: Distance from
home Lack of
commitment Paid parking only
Other gym
Lack of time
Money Student gym
Other0
2
4
6
8
10
12
14
16
Central Staff
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CENTRAL GYM IS CHEAPER THAN COMPETITORS, WOULD THIS INFLUENCE YOU?
20 (77%) respondents were influenced by lower prices.
6 (23%) respondents were not influenced by lower prices.
Yes77%
No23%
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ENCOURAGEMENT TO ATTEND
1. Most important is increased facilities.
2. More information provided about the gym.
3. Newly refurbished
0
2
4
6
8
10
12
14
Central Staff
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RESEARCH OF CENTRAL GYM MEMBERSPavel and Patrick
Speaking on behalf of Team Blue
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METHODOLOGY
RESEARCH OBJECTIVES What members like about the gym? Who goes there? Find out reasons why they use the gym?
Quantitative random survey. Sample 30 gym members. Location outside gym.
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WHY MEMBERS USE CENTRAL GYM
38% preferred location. 33% price.
8%
33%
38%
21%Facilities
Price
Location
Other
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WHY MEMBERS PREFER CENTRAL GYM
35% preferred location. 31% price.
31%
10%
34%
10%
14%
Price
Friends
Location
Equipment
Less busy
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CENTRAL GYM MEMBERS GENDER
60%
40%
MaleFemale
More males than females.
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AGE OF CENTRAL GYM MEMBERS
Majority are 15-19.
53%30%
3%
3%10%15-19
20-25
26-30
31-40
Over 40
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COURSES OF CENTRAL GYM MEMBERS STUDENTS
88% Central gym members doing Cert III or IV in Fitness.
46%
42%
13% Cert III of FitnessCert IV of FitnessOther Courses
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FREQUENCY OF USE BY GYM MEMBERS
73% used the gym more than twice a week.
10%
17%
72%
Once a week
Twice a week
More often
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CERT III AND IV FITNESS TIMETABLE 2010
Term 1 Monday Tuesday Wednesday Thursday Friday
6:00AM 6:00AM - 7:00AM
6:30AM Part Time
7:00AM
7:30AM
8:00AM 7:00AM - 9:00AM
8:30AM Part Time
9:00AM 9:00PAM - 10:30AM
9:30AM Cert III Fitness
10:00AM 9:30AM - 11:30AM B
10:30AM Cert IV Fitness 10:30AM - 11:30AM
11:00AM 10:30AM - 12:00PM Cert III Fitness 10:30AM - 12:30PM 11:30AM Cert III Fitness Cert IV Fitness 11:00AM - 12:00PM
12:00PM B Cert IV Fitness
12:30PM
1:00PM 1:00PM - 2:30PM
1:30PM 1:30PM - 4:00PM 1:00PM - 3:00PM Cert III Fitness
2:00PM 12:00PM - 4:00PM Cert IV Fitness 1:30PM - 4:00PM Cert IV Fitness
2:30PM Cert IV Fitness Cert IV Fitness 3:00PM 2:45PM - 4:45PM 2:45PM - 4:45PM 3:30PM Cert III Fitness Cert III Fitness 4:00PM B B 4:30PM 5:00PM 5:00PM - 6:30PM 5:30PM Cert III Fitness 6:00PM 6:30PM
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WHY MEMBERS USE THE GYM
All use gym to keep fit. 50% gave other reasons
too.
13%
33%7%27%
20%All my friends go
Fill in time be-tween classes
Nutritional
Lose weight
Other
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ACTIVITIES USED BY GYM MEMBERS
62% use gym for equipment. 62%
38% Use the equipment
Go to the classes
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CENTRAL INSTITUTE OF TECHNOLOGY
GYM
Market Research Analysis