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EXUTIVE SUMMARY..............................................................................................................3
INTRODUCTION.......................................................................................................................4
SITUATION ANALYSIS............................................................................................................5
BACK GROUND ANALYSIS ESTINATION......................................................................5
IDENTIFICATION OF TARGET MARKET.......................................................................7
IMC OBJECTIVES....................................................................................................................9
CREATIVE APPROACH AND MESSAGE STRATEGY....................................................12
IMC OPTIONS CONSIDERED..............................................................................................13
DESCRIPTION OF IMC OPTIONS...................................................................................14
RECOMENDATIONS..............................................................................................................17
MONITOR AND EVALUATION OF MARKETING COMMUNICATION AND
STRATEGIES............................................................................................................................18
REFERENCES..........................................................................................................................19
APPENDIX................................................................................................................................20
EXUTIVE SUMMARY
INTRODUCTION
SITUATION ANALYSIS
BACK GROUND ANALYSIS ESTINATION
SWOT analysis
STRENGTHES
pass
New exercise trend: providing aerobics
classes
Providing on-site extras : child care,
WEAKNESS
fitness brands
Contract requirement
Fairly small size
THREATS
GEOGRAPHIC
Geographically, 5 of the
Suburb
The target market for 3D Fitness in 4 different suburbs will be wider than CBD chain as it
targeting at more number of family including women and youth. It is targeting at age between
22 45 year old resident of each area, living or working within 5 10 km of one of the chain.
Both gender but more focus on women as facilities for suburbs including child care service that
improve convenience and reduce risks for mothers to activates motivation to start being healthy
at 3D Fitness.
Those
In the age group 20-45, most of them have middle-income base and most of them with certain
education level. In addition, most of the clients prefer to choose the fitness is near to them. The
Australia Fitness has 4 fitness centres. And one of the fitness centre locates in the city of
Sydney that way it is assumed most of users will be business worker who wish to use gym
during the break or residential around. it provides convenience for customers. The rest of 3
fitness centres locates in suburbs areas. For those, most of users are predicted mothers who
have more free time during the day, university students both male and female who live around.
Moreover, motivating the customers to visit the fitness club, it provides the fitness caf and
health and beauty salons for them. Also, it offers some facilities such as exercise bicycle,
treadmills, stepper machines and rowing machine as well as acerbic exercise. Beside, it is
necessary to figure to the desires of clients, and then positioning the price, product and service
actually. Trying to satisfy clients demand, which can obtain their loyalty of the fitness
business.
PHYCOGRAPHICS
Benefit
Segmentation
CharacteristicsImpact
variable
Geographic
Country Density
Australia
Density
Surburbs in sydney
Demographic
Age
20 45
Gender
Male / Female
Occupation
Education
Family size
Families, singles
Income
$45,000-$100,000
Psychographic
Social class
Lifestyle Personality
middle
achievers, healthy focus, challenger
Behaviour
Benefits
Loyalty status
positive
Segmentation
CharacteristicsImpact
variable
Geographic
Country Density
Australia
Density
Sydney city
Demographic
Age
20 35
Gender
Male / Female
Occupation
Education
Over University
Family size
Families, singles
Income
$60,000-$100,000
Psychographic
Social class
Lifestyle Personality
middle upper
achievers, healthy focus, people who like to use
time efficient
Behaviour
Benefits
Loyalty status
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IMC OBJECTIVES
SMARTT is one way to setting goals, which includes S- specific, M- measurable, Aachievable, R- realistic, T- target market and T- timeframe for achievement.
Specific:
-The future plan is opening the five outlets of Fitness Centre in Sydney in three months
time. The plan has the involvement of a marketing manager and a full time staff member who
has just recently graduated from university with a Business degree majoring in Marketing as
well as 2 years experience working in a customer service and sales roles for another fitness
center chain. Five locations are selected including Sydney CBD, and 4 suburban in 4 directions:
East, West, North and South.
-This is a new fitness centers chain, so it is very important to attract people
remembering our brand.
-The success of these five centers will build a platform that is possible to expand the
same style centers in Melbourne and Brisbane in the future.
Measurable:
-The goal that has been set by the owners to be launched fitness center chain is to have
20,000 members within the first twelve months from commencing. Individual target for each
suburban center is required the membership of 3,500 and for the CBD has acquired 6,000
members.
Achievable:
-The fitness centers will be more than just a fitness center. In this center area, there is a
caf style outlet and a Health & Beauty Salon. The existing of three styles in one area might
attract more people joining in the center. It is expected that the contribution of profit margin of
caf and Health & Beauty Salons will be 15% and 30% respectively for the first year.
Realistic:
-The combination between 3 styles consisting of caf, fitness center and Health &
Beauty salons under an umbrella is unique. As a result, that is the higher percentage of success
because of its convenience.
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Targeted:
-The main objective of any fitness center is the youth generation.
-The suburban fitness will also have a space to the operation of child minding service.
Parents can leave their young children, supervised by a qualified carer, so they can relax and
enjoy the services center after working.
-As for working people in city, there are also flexible operating hours from 6 AM to 9
PM in CBD center.
Time:
-
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Disadvantages
-
live
Outdoor Advertising - Mass marketing reaches many
Citylights
people
- Methods such as billboards stay in
advertising is
Often reaches more then just the
target market
this helps
TV
Poster on
Transportation
Buses Trains
Interactive/Internet
IMC function
Messages can be trailered to
Marketing
customers
Interactive nature of the
Internet leads to level of
involvement
Can provide large amounts of
low
Great deal of clutter on the
Internet
Audience measurement is a
problem on the Internet
information to customers.
Sales Promotion
vouchers through
App, Groupon
Facebook
This is considered as the best option that the organization is yet to use to meet the biggest
audience it intends to meet in the CBD (more than 300,000 people in the CDB prefer this). Value
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addition that can be created by this promotional strategy is expected to be great because it is one of the
promotional tools that it is going to be used all the time. It has not time limitation when the promotions
are to be made (Smutkupt, Krairit & Esichaikul, 2010). It should be able to contain both infographic and
text to reach the target market. Despite the fact that Facebook can be used all time, it is wise that the
organization increases marketing using it, in the evening when most people are relaxed from days
chores. Statistics state that most people in the CBD (45% of the people use Facebook in the evenings
after work and 20% of them use Facebook during lunch breaks) statistics indicate that the CDB has
500,000 users hence the best promotional tool.
Outdoor Advertising Citylights
It is considered as a mass marketing tool. It aim is also to reach more than 75% of the CBDs
populace. It is a global marketing tool that will be able to market 3D fitness program provided. The
billboard embedded to the city lights will be fixed hence will offer both daytime and evening as well as
night marketing to the clients of consumers; Methods such as advertisements stay in the one location for
a long time, this helps (Belz & SchmidtRiediger, 2010). It can be said that almot 100,000 people from
the CBD prefer this mode of promotion. It will be wise if the billboard will contain 3D animations
showing how the process in the fitness works so does the images of individuals who are fit as a result of
3D fitness programs.
TV
It is also one of the primary ways that the organization or business will reach a greater audience
especially those who are indoors. More than 1 million household have TV sets hence it will reach more
people in the CBD. The program will be aired on the TV three times a day each having 1 hours
program. It should be undertaken in the morning as well as evening hours. The program will be aired 5
in the morning to act as a guide to those wishing to undertake morning fitness programs as well as the
evening to those taking evening exercises.
Poster on Transportation Buses Trains
This is considered as Mass marketing strategy that the organization will use to meet it marketing
strategies to foster change. The poster should have an image of a person who has kept himself/herself
fit. This will help persuade others to join 3D fitness. Statistics shows that buses embedded posters reach
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about 50,000 potential customers from the CBD most of whom are young adults, consequently this is
the targeted population for 3D fitness. However, the posters should be eye catching; bright colors and
design should be contemporary. It is expected to reach more 100,000 potential client and persuade them
if the images used in the posters are appealing.
Interactive/Internet Marketing
It is considered as a marketing platform for all the others IMCs because it can be used for a
variety of IMC function. The internet is used by 99% of the populace of the CBD, accounting to over 1
million people. It hosts both social media marketing such as Twitter and Facebook that the organization
also plans to use. Messages can be trailered to particular interests and needs of customers. It can also be
used at any given time because clients have access to the internet all the time because interactive nature
of the Internet leads to a level of involvement. The advantage of this promotional tool is it can provide
significant amounts of information to customers.
Sales Promotion (vouchers through App, coupon)
This is considered as internal marketing or promotional strategy because it can only be offered
to customers who are joining the Fitness programs. It is significant for short-term marketing strategy.
The most vital aspect of this tool is that it is aimed at increasing sales and not as a persuasive tool.
Despite the fact that this promotional tool is unique and dependent on ready client, it is expected to
reach 10% of the CBDs population is used effectively.
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RECOMENDATIONS
Building a positive image and strong level of brand awareness are identified as one of
important tasks in the first year. Therefore, the recommendation for the first twelve months
is that generating an effective marketing strategy is to advertise the company, image out to
the public. Advertising the newest and modern gym equipment as well as other different
types of service such as Caf, Beauty and Salon, etc is the unique form, which can be a
useful tool to attract more participants rather than other centres. In addition, in the
competitive business environment, the process of building customers loyalty is extremely
difficult. Therefore, I also recommended that providing the good and flexible services and
keeping the customers as happy as possible can help them consider staying with the
company in the future. By setting a positive image for the company, the customers can
make the decision of staying with our fitness centres as well as recommend this business to
their family and friends.
It is recommended that:
Television a useful tool for any marketing strategy. However, the cost of using
advertising program on television needs to be considered carefully. In addition, timing
and placement of advertisements must be selected carefully to match the target market
objectives. The 30-second commercials will be produced and broadcasted on Chanel 7
and Chanel 9s news in one month. The marketing strategy through television programs
will be divided into two stages including before and after opening of the fitness centres.
Because of the high advertising cost on TV, the company should ensure a creative
The company should build the strong Internet marketing strategy. It is estimated that 80
per cent of Australian are connected to Internet, and this number is increasing each year.
Therefore setting of an interactive website between customers and company plays an
important role. The website is designed to provide the basic information about opening
time, gym equipment, the information about the company as well as the details relate to
the classes in the centres. Showing the basic and necessary information in website
allows customers to select the classes that suits their leisure time. Moreover, YouTube is
the most popular online video community. Over a billion users - almost one-third of all
people on the Internet - spends hundreds of millions of hours on YouTube on every day.
So the company should construct the short videos to advertise the fitness centres image
and brand on YouTube. These videos will be linked with the website, which can assist
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REFERENCES
19
APPENDIX
Budget Allocation
Items
Total
Remaining
allocation
$2,200,000
$150,000
$2,050,000
$5,000
$2,045,000
$2,045
$2,042,955
$500,000
$1,542,955
Website
$29,900
$1,513,055
$1,210
$1,511,845
$127,400
$1,384,445
$698,400
$686,045
$455,200
$230,845
$204,000
$26,845
Sale promotions
Advertising
Remaining funds
$26,845
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References
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development: evidence from the food industry. Business strategy and the environment,
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Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
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Smutkupt, P., Krairit, D., & Esichaikul, V. (2010). Mobile marketing: implications for
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Stonedahl, F., Rand, W., & Wilensky, U. (2010, July). Evolving viral marketing strategies. In
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