Transcription
PlanetFitnessMarketingPlanUniversity of Wisconsin, Oshkosh2011
Table of ContentsExecutive Summary . 3Introduction 5Company Description .5Situational Analysis . 6SWOT Analysis .6Key Strengths and Opportunities.9Key Weaknesses and Threats.10Marketing Objectives .11Target Market .11Marketing Mix 12Product .12Price .13Place . 13Promotion .14Measurement and Control 15Implementation Schedule .16Budget .18Break-even Analysis .18Income Statement .192
ershipstoaveragehealth- unwithoutbeingsubjectedtothehard- ‐core,look- ‐at- unes(overatwo- theStudentRecreationandWellnessCenter.3
Toincreaseawarenessamongthiscoregroupwewill1. eawareness2. ournewGoldCardMembershipforsummer3. HandoutPlanetFitnesst- rovecustomeropiniontowardsourbrandname4. ytotal mbersthroughouttheyear.4
riptionPlanetFitnesstargetstheaveragehealth- ththebody- ‐builder,down- ‐to- s,andaPFBlackCardkeytag.5
al.InternalFactorsStrengths Product/ServiceTrademark Judgment Free Zonephilosophy that attracts theaverage person, not the bodybuilder (larger demographicpopulation) Clean, stylish, hassle-free facility Flexible hours – Monday 12amthrough Friday 10pm, Saturdayand Sunday from 7am to 7pm No long term commitmentrequired Variation in types ofmemberships (Black Card andWhite Card) Black Card Membership offersadditional benefits, such asunlimited tanning, admission toany location, and the ability tobring a friend at no cost Free personal training Plenty of brand-name cardio andstrength equipment for useduring peak busy periods Payment is automaticallyWeaknesses Member do not currentlyhave the option of groupexercise classes Members do not have thehave the option of using apool or outdoor workoutfacilities such as tennis andbasketball quarts Alienates the bodybuilder,and other people that donot abide by the JudgmentFree Zone rules Do not provide on-siteextras such as a steamroom, child care, juice bar,and so on that competitorsprovide6
deducted monthly frommember's bank ion Facility is simplistic, a place towork out without distraction Facility provides locker roomsand clean showers Low monthly membership cost Low annual membership costcompared to competitors No start up fee for Black CardMembership Many methods of reaching target Some advertising methods aremarketexpensive Many of the advertising methods Ads can often be overlookedare very inexpensivedue to the large volume we seeeach dayOpportunities Located close to the UWOshkosh campus Could expand into other parts ofOshkosh Yearly membership feeregardless of numbers ofmonths members use thefacilityThreats Located on the on northside of Oshkosh, not easilyaccessible to entirepopulation Small location, eventuallywill result in cap on thenumber of membersMembership for other gyms such College students already have aas the YMCA are much moregym membership included in7
Social/Economicexpensivetuition Other gyms don't offer theJudgment Free Zone philosophy UW-Oshkosh students have topay high rates for Wellnesscenter memberships duringsummer Other area gyms offer morevariation in exercise types such as,group classes and a pool UW-Oshkosh Wellness Center isclosed during holidays Getting fit is a popular trend that Seasonal customers may beis very influential in our society reluctant to pay for a summermembership when outdoor sportsMany people have new year'sare popularresolutions to get fit and loseweight In a slow economy low pricesare important to consumers The Judgment Free Zone policieswill attract people who wouldnot otherwise join a gym8
isusingourcloselocationtotheUW- eaareexpensivetojoin.ManyoftheUW- erprice.9
eoplewouldconsiderthisahiddenfeeandcouldlabelitde
an"is"the"once"a"month"pizza" days.Givingawaypizza&sendsthewro ng#message#because#pizza#is#thought#of#as#an# unhealthyjunkfoodanddoesn’tbelonginthegetfit ,!get"healthy"atmosphere"of"Planet" �implement’Subway’Sub’night.’Giving%away .
