Keywords: fitness center marketing research, gym product mixture, fitness membership market
Zone Fitness set up as relationship of three friends based in Huddersfield, making success within the last years. It provides different selection of health facilities to only its account holders, they have got multiple fitness facilities ranging from individuals to a group. To provide best service and facilities, they are working on customize programs for its individuals and group regular membership holders. Area Fitness is charging relating to get older and time length and focus on customer needs, as owners and founders try to talk to the clients about their views and recommendations. Zone fitness is certainly going through some change regarding managerial and marketing. They may be executing some marketing strategies regarding prices, competitive gain, Integrated marketing communication strategy as well as for marketing purpose Area fitness is certainly going for segment the market and its setting strategy.
The UK brags that it is the next highest market penetration of private health clubs on the globe, next to the united states. Especially when the International Olympic Committee declared that UK has earned the coordinator of 2012 Olympic, health and fitness has turned into a nationwide activity and a kind of life style. What's more, poor food choice, unsafe diet and not doing enough exercise to burn off the calories consumed contribute right to overweight and obesity, so people need gym. Nowadays, General professional gyms own advanced equipment, elegant environment professional coach and personal services. But at the same time, the price is relatively high. Fitness gyms are jogging the fitness golf club to gain revenue, therefore, the competition in Health and Fitness Marketing is intense.
While making any decision, every company needs research of interior and external factors which are fundamental performance signals. These factors impact an organization, as included in these are all the stakeholders,
(Competitors suppliers, finance institutions). These interior and exterior factors move opportunities for the business enterprise and are also associated with risks and hazards (Jack 2007).
Zone fitness is functioning as a fitness and exercise centre where they accommodate all ages of individuals, they are providing multiple facilities to its customers, to accommodate all their customers they have got 15 staff members, all are incredibly enthusiastic and hard working.
Zone Fitness is investing on their infrastructure to get high success progress results.
They are service provider so the materials for them is their extra supportive and fitness activities, to do this they go under some managerial and marketing change for the current business environment. These are located in Huddersfield covering area with hardworking staff members.
They are paying time and effort on the planning of the facilities, as the founders themselves get involved in the planning and make an effort to ask the clients about their experience and suggestions, how they can improve their entire infrastructure.
They are working on new ideas and also growing their fitness centre corresponding to market trends, they have got multiple exercise machines such as: rowing machines; stationary bicycles, weights, and some other facilities also, like steam room and sauna, tanning rooms, massage therapy services, and Jacuzzis.
Marketing strategies identify customers' needs, and its own main aim is to see market movements and what exactly are the difficulties that company may face in future or in current scenario (Xardal, 2009). The marketplace environment talks about Macro and Micro factors to influence the buyer market. As UK has won the number of 2012 Olympic, the UK is in the process of creating up plenty of venues. It could increase investment from the operation of athletics industry, to a certain extent which promotes the introduction of the exercise industry.
In the modern times, the Health and
Fitness Industry has liked significant expansion and become more accessible for people from all walks of life. Therefore, more gyms and health clubs are sprouting up over the UK. Despite having the economical depression of UK and with people unemployed for previous 2 years, the industry seems to be weathering the storm quite well.
Health consciousness is a cultural factor that is sweeping around the world. Body fat was considered beautiful before, but nowadays increasing numbers of people start watching their results and healthy diet. The change in their life-style leads them riding a bike than driving a car. The population progress rate is another communal factor, so it can help proper planning decide when and where you can go.
With the introduction of knowledge and technology, ongoing technology and development of exercise equipment industry, it accumulates much bigger exercise industry. The application of running machine, rowing machines, exercise bikes etc. creates more convenience for consumers.
Since there are many health and fitness golf clubs here like Fitness first, Total Fitness, Huddersfield sports centre, the online marketing strategy and changes of marketing activity of competitors will directly impact the marketing of organisation. Many fitness clubs don't have impressive Concept and simply follow or imitate other golf clubs' run mode blindly, which means the phenomenon of fitness clubs sameness will become serious. On the other hand, competitors can even be organisation itself. Assessing to before, company only maintains on making inventions and by surpassing itself, can improve the organisation. .
For the evaluation of suppliers, we focus on four aspects: equipment dealer, property business, the gymnastics trainer and cleaning company.
There are plenty of popular international brands for home fitness equipment, to choose the international or home well-known brand, it helps club image setting up.
Customers are the most important celebrities in the microenvironment. The aim of the whole value delivery system is to provide aim for customers and create strong marriage with them (Kotler, P. 2010). Fitness team organisation should give attention to what do consumers need and what's the change they need in the future. So they can take effective methods to meet their requirements.
- Marketing Segmentation
Marketing segmentation is widely used for targeting a smaller market and is useful for decision makers to attain all customers effectively with one basic (Misra 2009) marketing mixture (LIU, H & ONG, C. 2008). The first step of selecting marketplace is to do market segmentation. Zone Fitness is segmenting the marketplace into following and trying to make action plan corresponding to that:
- Geographic Segmentation:
This fitness centre is found in Huddersfield, so that it is capturing the clients of this town.
- Demographic segmentation:
People ranging from 3 to 60 years are mainly segmented. Consumers spending are going up with the new concepts of living which is 10 to 12 million (expected) this year 2010 (source: MINTEL, 2009) so people with average income are segmented.
- Socio-Cultural Segmentation:
Gym fan: This group person is in love with sports. Exercise industry segmentation has been customarily targeted at men or females. Usually associated with basketball, males have a tendency to find places to try out, practice, or perhaps hang out. Set alongside the limit climate external, they prefer the atmosphere better in health and fitness club. Besides, steam room and sauna, tanning rooms, massage services, and Jacuzzis will be a lovely choice for those beauties who love beauty.
Families: This is small but important market segmentation for medical golf club. Successful marketing to family members really takes a two - pronged strategy: first create an image in the consumer's brain that projects a family image; and second, properly advertise and sell every individual program to generate revenues.
Students: As this fitness centre is situated in midsection of town of Huddersfield, and university of Huddersfield is quite close to this place. All large numbers of students will use this fitness centre to groom their body styles.
Ladies: the most crucial part of segmentation is middle aged women, as the working class ladies are more conscious about their figure and their medical issues.
According to the marketplace segmentation ladies will be the target audience. Girls from 25 to 40 are mainly target market of Zone fitness. Working category ladies tend to be heath conscious and enjoy their exercise in health and fitness centre as they get relax in the surroundings. These facts show that there still can be expansion in the prospective market. We may offer these females special deals after job and identical to Christmas and Easter holidays by which girls will get captivated more to Zone Fitness (Misra, 2009).
- Positioning Assertion:
For medical and fitness conscious, Zone Fitness provides an:
"excellent environment" to exercise and spend "quality time".
Its main service is exercise and health & fitness packages to the mark audience. This service includes some promotional strategies too; seasonal deals, special events plans and late night offers.
For better facilities and quality service to customers additionally it is ensured that the surroundings and workout in fitness centre is ideal time for the regular membership holders.
For the better quality and services it'll ensure that furniture & fixture of the centre will be advanced.
Track suits and activities hand bags will be provided to the customers so that it will create a brandname image, in addition this will also create understanding within the targeted market.
Circulation and booklet declaring, all the positive and improved upon health plan will also be provided to the customers, in order that they should come to know what is their perfect shape.
Membership and day service depends upon the length of workout the client wants.
Day work out in week days and nights: 3 Per Hour (Peak Time)*
2. 50 EACH HOUR (Off Maximum)*
Day workout on weekends: 4 Per Hour
Membership 500 Whole Year
Membership 300 semi annually
Joining Price 100 Per Person
Family (Includes 4 members)
*Peak Hours: 7 -11 am, 5 - 8 pm
Price lines is quite competitive and (targeted) customers and members of the Area Fitness will manage this surely.
Followings are the main aspects of positing strategy.
Awareness of brand and Area Fitness could be more prominent campaign for this.
To increase sales figure.
On regular basis circulations and pamphlets within Huddersfield Town centre and in the areas of HD1, and HD2.
For promotional activities, keep track of suites, sports totes, towels are enriched with the name of Area Fitness.
Adding more to advertising, face book web page will be taken care of for the client awareness. This will likely definitely influence the mark audience.
Internet marketing is obviously best for the mark audience, a number of women use internet in their daily routine (Alexander, 1997).
Later on, value added services will be wanted to the loyal members, so they can enjoy the facilities and spend quality time.
Seasonal and occasional offers will be main aspects of promotional deals.
Zone Fitness should come up as good as the other fitness gyms are around by its value added products, it will increase quantity of customers and allow Zone fitness to increase its sales. Website, (Strauss, D. (2008) these days is primary role in the marketing and enlargement of any business. Web existence always makes business more authentic and customers are dedicated with the business.
Michael et, al. (2008), Integrated marketing communication strategy seeks on the tactical coordination, that gives the concept of the business to its audience through media and it offers a collective affect on the targeted market.
Zone fitness is making its Integrated Marketing communication strategy by following steps.
Communicate: The first purpose is to communicate the prospective audience in a powerful manner. Advertising and percentage (Positioning Strategy) are the elements of effective communicational tools. Zone Fitness is interacting using its customers with the circulations and pamphlets.
Compete: Area Fitness has second aim to compete on the market effectively and constantly, opponents may have the same services as the Fitness Area has but, value added services will make it stand to take care of rivalry.
Convince: The ultimate Objective of Area fitness is to ensure that all the mark market is listening to their marketing campaign and giving an answer to it and persuade them to be a part of Zone Fitness.
Zone Fitness is wanting to emerge all the integrated strategies to match the goals of promotional marketing campaign. There are a few important components of IMC strategy that can be defined by having a diagram and the linking stand.
Strengths: Capture large segment, efficient
Weaknesses: High Cost, not quick response.
- Public Relations
Strengths: Direct affect to customer
Weaknesses: Access to mass media is difficult
- Personal Selling
Strengths: Convenient, persuasive and quick
Weaknesses: Alteration in concept by salesperson
- Sales Promotion
Strengths: Flexible, effective to communicate
Weaknesses: Easy replicable
While distributing the communication note, Zone fitness will consider the competitive advantage, it is wearing the rivalry. Area Fitness offers value added services, which other fitness centers are not providing. Communication meaning will be "Spend quality time while working out on your form!"
- Communication - Organizational Id:
Structural and reengineering will not be modified however the new condition of Area fitness will be preserved.
Zone fitness offers quality service to its target audience, however the new prepared training and workout machines will be wanted to that target market so that is the primary Product (Service).
As brought up in the Setting strategy that price will be incurred based on the maximum and off peak hours, with segregation of week times and weekends, and the membership holders also divided based on annually and by annually, with individual and family sign up. All these prices and membership charge are competitive with the marketplace. These rates and charge will be communicated through the circulations and pamphlets.
Zone fitness can do the promotional activities on the worthiness added facilities to the target audience that will assist it in competitive strategy.
The communication will be done within the HD1 and HD2, main syndication regions of circulations and pamphlets will be train station (George Square), main Bus stop, and the city centre itself.
- Communication through Promotion mix:
Integrated Marketing Communication discovers issues in promotional goals and objectives. Here they need to concentrate on the supply chain, whether to visit for Yank or Press Strategy. Here Area fitness is going for Pull strategy as it needs to the promotional campaign to force the ultimate consumer towards the ultimate product (service) that is fitness and exercise. In the Pull Strategy Area fitness is stimulating the customer to get area of the their supply chain to run the product (Service) they can be spending on the marketing campaign on web sites, on the header and footer banners, face book site advertising are also in to the thought. Sponsorships are another technique to be used, in the neighborhood area fitness and health seminar will be sponsored by the Area fitness. By firmly taking part in social networks, like Face Reserve, Linkedin, Twitter, My Space, Hi5 are some of famous networks among the list of targeted market.
In the hypersensitive part of budgeting it'll be meticulously under observation that major show of budgeted figure will be allocated to promotional objectives, then on advertising in the local schools,
university, and organizations through circulations, some budget will be allocated to publicity in the local area through sales persons, and in the sponsorship of local incidents in Huddersfield.
- Budgeting Evaluation:
At the end of the promotional activities it is obligatory to evaluate the budgeting and its own effects on the business enterprise and sales information of the business. This stage mainly consists of financial and business research. The main job or question of evaluation will be "gets the meaning been conveyed to the targeted audience?". This question will speak the responses, either IMC strategy met or not.
- Pricing Strategies:
William et al. (2008) sates that rates strategies are made for getting together with the pricing aims. These strategies allow the business to solve the problem and criticalities in accordance with product charges.
Zone Fitness will be making choice of costs strategies from the next different strategies. This costing strategy allows Area Fitness to meet the pricing aims, to survive in the market, and also to achieve financial increases.
Figure 3 - Costs Strategies - William et, al. (2008)
By keeping in view the different charges strategies, Area Fitness will be doing Psychological Costing, where bundle rates strategies will be adopted. In the Package Pricing Area fitness will offer you to members not only exercise and fitness activities but also other goes by and coupons for different fitness workshops in Huddersfield incidents. Another Charges Strategy will be adopted that is Other dressing up event Prices, on Xmas and Easter occasion Area Fitness will allow its daily customers to suggest the membership on low rates.
- Competitive Advantage Strategy:
For the competitive edge, companies follow value string, where it can explain its suppliers, main businesses, distributors, marketing and sales activities and its main customer services. They are some activities (Primary & Support) one group may take competitive edge on other organizations. These activities are also known as core competencies and the business achieves its expected financial profits through Unique Selling Proposition (USP) Porter, (1985).
- Value Chain Analysis
By using the worthiness chain, Area fitness will establish the competitive prices with market and its value chain can help Zone fitness to develop cost-Leadership and differentiation strategies. To gain the competitive edge Zone fitness must analyze its principal and support activities, where it can make its distinctive position. By keeping the view, the resources and its central competencies with effective functions it will create an inexpensive management and differentiation strategies that will lead Zone fitness to competitive edge. To take several competitive edge Zone fitness must revive its value creation from up-stream to down-stream channel stakeholders.
It is to be noted that Area Fitness will achieve this advantage through low priced and services to its customers.
By researching all the strategies this marketing studies concludes that Area Fitness has potential to go for expansion and success. Internal & external marketing analysis shows that present situation is well suited for Zone Fitness to move for new marketing trends and strategies and future potential customer is also shiny. By moving some models and techniques Zone fitness can in fact make advancements in the marketing office.