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Strategic Marketing Plan - ABC Fitness Company

Mission Statement: ABC Fitness will provide each and every one of its members with an individually designed, results producing fitness program. Each program will enable our members to achieve their personal fitness goals; using the fastest and easiest methods available.

Objectives: The purpose of this marketing plan is to sell 45,000 new memberships in 2004 and retain 80% or our existing members through renewals. By doing this the company will achieve $15,615,000 in gross - a 24% increase.

Competitive Advantages:

• Free Certified Personal Trainers
• Separate and Private Facilities for Women and Men
• Free Aerobic Classes to All Members
   

Weaknesses:

- Not Open until 8:00 A.M.

- Closed Sundays

-  Alternate Days Usage for men and women

Target Audience: First time user men and women 18 to 34 years old with annual incomes between  $18,000 - $40,000, living or working within a 5 mile radius of each location. Their functional ability is that of a moderately fit, independent adult person.

Marketing Tools:

• Advertising - Cable TV, Newspaper ROP, Direct Mail, Yellow Pages
• Referrals by Friends
• Web Site
• Public Relations
• Renewal notices
• Retail Counter Lead Box
• Telemarketing
• Brochures

 
Defined Niche: We will provide an individually designed, results producing fitness program to the 18 to 34 year old, non-athletic man and woman, interested in controlling their weight, toning and tightening.

Desired Identity: ABC Fitness is the neighborhood health and fitness center, supporting the community by providing the facilities and staff necessary to help its members reach and maintain their fitness goals. It's dedicated to operating a clean and attractive facility with the latest in fitness equipment.

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