True Health Fitness Center

Marketing Plan

Team 4

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

True Health Fitness Center Marketing Plan

Team #4

Situation and SWOT Analysis

Strengths

• Access to all inclusive

fitness facility 24/7

Weaknesses

• Limited availability for

specialized services

True Health Fitness Center Marketing Plan

Team #4

Opportunities• Develop corporate

programs to offer as internal marketing tool

Threats• Existing competing

fitness and gyms in our market

True Health Fitness Center Marketing Plan

Marketing Objectives

Team #4

• 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.

True Health Fitness Center Marketing Plan

Market Segmentation

Team #4

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 & womenAll ages & races Interest to improve health, build muscle,

weight/inches

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

True Health Fitness Center Marketing Plan

Team #4

True Health Fitness Center Marketing Plan

Marketing Mix: Product

Team #4

Tangibles

• Weights/fitness equipment• Tanning beds• Martial Arts/aerobics room

Intangibles

• Exercise classes• Massage therapy• Child care center

True Health Fitness Center Marketing Plan

True Health Fitness Center: Life Cycle

Team #4

Introductory Stage

Growth Stage

Maturity Stage

Decline Stage

• Curiosity brings in customers

• Newness factor builds business

quickly

• Loyal customers emerge as newness wears off

• Business fizzles in poorer communities during weak economies

True Health Fitness Center Marketing Plan

Distribution

Team #4

• 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

True Health Fitness Center Marketing Plan

Distribution

Team #4

Inventory control is a critical process within the service industry to confirm adequate labor supply utilization.

• Time study to measure assigned workforce vs. customer flow.

• On-line membership & appt scheduling

• Semi-annual utility cost analysis to measure peak points

True Health Fitness Center Marketing Plan

Promotion

Team #4

Advertising Types• Flyers/mailers• Newspapers

Public Relations• Let us help make a

healthier, happier you

Sales Promotion• Discount aerobics class

when you bring a friend

Personal Selling• Business to Business

True Health Fitness Center Marketing Plan

Pricing

Team #4

Tanning Lotions - $20Tanning Goggles - $1.50Smoothies/Shakes - $4.50/$5.75Tanning - $45/30 days (turbo) $9/Turbo Session $35/30 days (regular) $6/Session

True Health Fitness Center Marketing Plan

Pricing

Team #4

Monthly Membership - $50In Home Training - $500/mo.

$45/SessionIn Gym Training -$30/SessionMessages - $40/SessionWebsite Subscription - $3/mo.Locker Rental - $5/mo.

True Health Fitness Center Marketing Plan

Pricing

Team #4

Childcare Center - Free T-shirts - $15Wind Suits - $40Sweat Suits - $40Sweat Shirts - $25Martial Arts - $55/mo./Adults

$35/mo./Kids

Implementation

• Hire True Health Consultants

• Establish Corporate Wellness Contracting

• Utilize Strong Diverse Promotional Mix

• Focus On Meeting Marketing Objectives

True Health Fitness Center Marketing Plan

Team #4

Evaluation

• Customer Satisfaction Surveys• Audit Results• Goal Accomplishments or

Failures• Market Research

True Health Fitness Center Marketing Plan

Team #4

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

True Health Fitness Center Marketing Plan

Team #4