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