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I. Overview / Mission Statement

Being fits make you feel good about yourself. A regular program of exercise
helps you stay fit. A good work out includes warming up and cooling down. The
satisfaction of your physical transfiguration will be the answer in the new Body
Transfiguration Fitness Gym. It satisfies the efficiency of your body changing in effective
way.

Healthy body provides a good asset for every individual; our body is the most
important things to impress other people. Promote Body Transfiguration Fitness Gym for
continuing and maintain your body figure and healthy body. BTFG, is new and unique
among those existing fitness gym industry, it is located at Pontevedra Capiz. The
significant of this is giving a great hope for all people who hate themselves, BTFG helps
them to improve their selves and become active for their health care and increase
you’re confident in life. Also, it gains more benefits in our daily lives, especially for those
people who is suffered Obesity, it is your aspiration and solution in your problem. In
Body Transfiguration Fitness Gym, “your wants, and our satisfactions”.

II. Current Market Position

Body Transfiguration Fitness Gym is different and new business; it provides new
clients. Thus, it contains a good quality image and the holder has knowledge and
skills to build a business and has a capacity to become well-known in industry.

A. Product

 Body Transfiguration Fitness gym provides wellness

strategies/programs to businesses in Pontevedra area. A wellness
strategy is a long-term effort, combining both health-promotion
and exercise-related activities designed to facilitate positive
lifestyle changes in members of a company's work force.
 BTFG gave 30 mins. Free to use the selected apparatus for every 10
visits.
 BTFG gives many kind of services like; yoga classes, weight
management, full locker room services, internet café, class
scheduleand memberships to the customer.
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Competitor 1:

 Their business also having this kind of services and/or product, but in terms
of quality customers find the good and effective quality.
 The customer cannot met their satisfaction the services giving by their
company and makes this as a bad experience to the customer.

Competitor 2:

 This service also can found to their company, but it was limited and
sometimes customer suffer a slow process to their services gave.
 Their company cannot provide rooms for any kind of services they gave.

B. place

To make your business worked will it needed to organize the place inside and out the
organization.

 BTFG provide a room for the beginner only.

 BTFG, also provide a video room for customers; and
 BTFG, also organized the rooms for shower room, dressing room (both men
and women) and comfort rooms especially for the VIP.

Compertitor 1:

 The setting inside the company also just like for the BTFG company,but for
there is a conjested one and over crouded.
 It have also a shower room dressing and comfort rooms but it was limited byn
the VIP.

Competitor 2:

 Limited room also for the costumers and do not have a room for VIP.
 The space inside are small enough for the costumers who want to use.
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C. Price

The key to success of your business is to setting the price, without a good pricing your
business will be died.

BTFG pricing policy includes;

 Competitive price based on its quality.

 Package price;
Package 1- regular user: regular price: 50/hrs.
Promo: 10% discount per 3 hrs.
Package 2 – personal trainer regular price: 2000/mn. For 1 person
Promo: 1500/mn. For 2 person
 Provide discount cards according its usage;
 usage/hrs. For individuals.
 Usage/hrs. For equipment or apparatus.
 Provide suki card.

Competitor 1:


D. Promotion

It considers on how you promote your product and services to your target
market. It also can make your business advantage to the other competitors.

 BTFG registered their own logo and signage for being legal.
 BTFG provide a streamer to promote the business, and;
 BTFG provide a calling cards included the web site and the name of their
company to promote the business.

Competitor 1:

 They have a logo and signage butthat was not so effective like the BTFG.
 They have aslo streamer and callilng cards but the output not so
attractve.

Competitor 2:
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 They have no streamer and calilng cards to promote their business.

 Have no signage and logo.
III. Market Overview

PEST Analysis looks at "big picture" factors that might influence a decision, a
market, or a potential new business. Also,PEST assesses a market, including competitors,
from the standpoint of a particular proposition or a business.

As business managers we must understand that, although these external forces

are largely outside of our control, we still need to carefully consider them. The
underlying function of the analysis is not just to review what has already happened, but
also predict what is likely to happen in the near future. This ensures we are aware of
them and highly perceptive to their possible effects on our business.

Political factor Economic factor

 Mandatory employee benefits  Increase inflation rate.

 Intellectual property protection.  Increasing labor costs.
 Increasing political focus on  economic growth and interest rates
healthcare.
 political stability

Social factor Technological factor

 Demographics and skill level of  Technology’s impact product

the population.
 Increasing attention in
healthcare.
 health consciousness and
population growth rate
offering.
 Impact on cost structure in travel
and leisure
 Opportunity; advertise through
social media.
 Rate of technological change
 New ways of communicating with
target market.
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IV. SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the
company, and describes the opportunities and threats facing BTFG.

STRENGTH WEAKNESSES
S1 – have financial W1 – insufficient employee.
capacity to putting up the W2 – minimum work space.
business. W3 – bad site of the
S2 – all equipment’sand structure.

IMPROVEMENT AND materials inside are brand

DEVELOPMENT OF AN new.

INDIVIDUALS S3 – hospitable staff

S4 – efficient
accommodation of
employees for costumers.
S5 – effective system of
leadership inside the
organization.
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SO WO
OPPORTUNITIES
S 1 – S 2 – O 1 – O3 W1 –W2 – O2 –O4
O1 – accessible
 Engaging in high  Developed both
information through
standard and build facilities and
website.
your reputation employee for better
O2 – increase professional
online. improvement of the
standard.
S 3 – S 4 – S 5 – O2 – O4 organization.
O3 – provide advance
 Possess all
W3 – O1 – O3
technology for services.
employees for
O4 – growing demand for  Use technology
being dedicated
fitness and health advantage for
and promote more
concerns. gaining more
training for having
customers and to
more information
locate where your
and skills about
business is.
fitness.

ST WT
THREATS
S1 – S2 – T2 – T3 W1 – T1 – T2

 Providing more
T1 – growing number of  Hired multi-tasking
investment and
people.
employee.
acquired only most
T2 – inflation
important
T3 – natural calamity. W2 – W3 – T3
equipment with
good quality inside.  Provide BTFG grow

S3 –S4 – S5 – T1 and advance.

 Having a strong
relation to
costumers and
provide multi-
tasking employee.
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V. Competitor Analysis

By knowing the strength and weaknesses of your competitors makes your

company aware outside the industry.

Strength Weaknesses
 Great location  Poor leadership inside the
 Have capital stability company
 Have enough employees  Slow accommodation to
costumers.
Opportunities Threats
 Growing demand for fitness.  Economic change
 Rivalry of new technology  Population growth
 Demand for health concern

Competitors1:

Strength Weaknesses
 Top class facilities  Bad site or location.
 Qualified trainer  Poor leadership inside.
 Provide Celebrity for endorsement

Opportunities Treats
 Growing health concern  Inflation
 Increase in product lines  Natural calamity
 Expansion of the building

Competitors 2:
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VI. Objectives

By getting and/or remained your loyal customers you need to set your own
objectives or goals. Make sure that in setting your objectives it is considerable as
SMART.

 Sales
 To gain more costumers in efficient and effective way.
 To increase product lines to the costumers.
 To fulfill satisfactions of the costumer.
 Revenue
 Gain more investment to collect more income.
 To increase profit at the last of the year.
 Costumers base
 Demonstrate understanding of life style and weight management to
promote social fitness.
 Maintains an active lifestyle to influence the physical activity
participation of the community and society.
 Advocates society effects to increase participation in physical
activities.
 Provide physical activity and physical fitness assessment.
 Marketing
 Sell new product to new market.
 To grow and developed the BTFG company.
 Marketing services to companies and individuals.

VII. Target Market

The overall success for putting up a business is to locate your target market.
Finding the place or a good location is most important to start up your business.
Also, by the use of this you can define the wants and needs of your customers to
answered and fulfill their satisfaction.
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Self-confident, that was BTFG gives into customer. It focuses not only for those
who suffered obesity and for those who care their fitness and/or figure, but in every
one who is health conscious. Either be children, teenagers, or adults is requiring in
new Body Transfiguration Fitness gym. In this business, productive disposition pertains
to the participant’s habitual inclination to see Body Fitness as flexible, useful,
together with a belief in concentration and one’s its own efficacy.

 Geographic segmentation
By segmenting a target market, we used a geographical segmentation
by dividing the market into different unit. We segment the market
according to the municipality, we found out that in every municipality we
need to sub-segment it by barangays, and look it the willingness of every
individual of that particular barangays about fitness gym.
 Demographic Segmentation
Putting up a new business is not easy, you need to locate the good place
and segment it wisely. By dividing the market into segment on the basis of
demographic variable, we found out that we need to segment the
market depending by their age and sex especially by their education.
Most of the costumer, we have been athletes both male and female, and
it is very helpful for them to attend in fitness gym.

We segment the market also depends by their own occupation and base
by their personal income. BTFG, provide different services that can be
affordable to all customers, there is a service for people who is depending
the amount of their salary and those people who work lighter heaver
depends upon their occupation.
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Personal High, middle, low

income class

Students

Education Employee

Professional

Married/unmarried

Age Children
BTFG
Young

Adults

Male
Sex
Female

Construction worker

Education

Occupation Porter

Farmer

 Psychographic segmentation
We segment the market according to the lifestyle of every individual
according to their habit and day to day lifestyle, also we looked for the
social class of every individual, according to the brocket where they
belong among their personal income.
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 Behavioral segmentation
It is also needed to know the knowledge, attitude and response of the
costumers for the service we offered.

 Recognize the need to have physical activity in their lives.

 Have incorporated some sort of exercise program in their daily/ weekly routine for
the last several years.
 Are willing to utilize fringe benefits that are offered by their employer as part of their
compensation package.

VIII. Strategy

Body transfiguration Fitness Gym will begin by targeting small- to medium-sized

businesses in Pontevedra area. The first task is to convince senior executives of the
benefits and needs of wellness programs. This will be accomplished by aggressively
pursuing interaction and relationships with business professionals who would profit
from using this service. Once a strong image is established, Body transfiguration
Fitness Gym will use similar strategies to market its services to larger corporations in
Pontevedra and other areas of expansion.

 Product strategy

o BTFG will operate on the principle that it is imperative to achieve total

customer satisfaction if the business is going to succeed.

o BTFG have a result oriented, needed to improve a company's bottom

line in order to attract and maintain customers.

o BTFG assured that the quality inside that the costumer used is proven

and tested.

o The product and service must be useful that the result from its form.

o Making product available to all customerswhen they want to use it.

o Making product and service attractive to the costumers.

o All product and service can be sure to work well.

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 Pricing strategy
 BTFG provides a bundle and optional pricing.

Bundle pricing is where a member pays one rate whether it is weekly, monthly or
annually and it is all inclusive of everyday services a member may require of
one’s facility.

Optional pricing is where a gym could offer a lower price, say₱1000 a week and
the customer would have the flexibility to select the optional add-ons they
require.

 BTFG focus on the three; price skimming, competitive pricing and cost-
plus pricing.

Price skimming – setting a high price and lowering it as the market evolves.

Competitive pricing – setting a price based on what the competition charges.

Cost-plus pricing – simply calculating your cost and adding a mark-up.

 Place/ distribution strategy

 Makes the product and services available to all.
 Place the business and/or product to the most number of populations
who seek healthcare.
 Put your business and/or product to the place that easy to find and go
with the costumers.
 Place your business and/or product into wide and open area to easy
expand.

 Promotional strategy
This must be focus on;
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 Advertising web
 Web design
 Signage’s
 Fliers
 Streamer
 Magazine
This strategy provides your business popular and become to you own industry.

By planning your strategy according to marketing mix, it make your business or

company well-known and provides an advantages to your direct competitors. Also, by
doing this it makes your company aware to the new build up and improve competitors
to the future.

IX. Action Plan

For continuous improvement of your business or company you need to have an

effective action. By doing this you make your business aware from the
happening outside the industry. Therefore, you can minimize your opportunity
cost by making this and prevent too much wasted of money.
Sept
May

Dec
Aug

Nov
Mar

Oct
Feb
Jan

Apr

Jun

costs
Jul

Action /strategy

Advertisement ₱30000
Promo/freebies 25000
Service discount 30000
Expansion of
45000
building

That was not all by setting your action or strategy, you need to plan it wisely. In this
case they study on how to put up their business into deferent kind of season.

They make their advertisement twice a year at the first month or at the first opening of
their business and at the middle of the year. They do this because of the rivalry of
their competitors. Then, they provide a promo or freebies to customers to make the
service much more attractive and catch to the customer’s attention. By giving a
service discount, makes to the costumer increased their wiliness to use or buy that
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particular product and/or services. After that, they make an expansion by their office
space to provide more product and/or services.
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Body Transfiguration Fitness gym

A marketing plan

presented in partial fulfillmento

f the requirements for the suject

marketing management.

Submitted to:

KRIZZALINE D. BARUA
Course Facilitator

Submitted by:

Karl Catalan
Pavil Detaro