Marketing Plan

1017 Words May 21st, 2014 5 Pages
Marketing Draft: Les Mills

Introduction:
The Olympian “Les Mills” first opened the gym in 1968 and has been expanding its branches ever since including its Wellington branch in 1982, the gym I am focusing on (Les Mills, n.d). Les Mills is a one-stop comprehensive and full service gym located in Wellington. It offers facilities assisting in attaining active and healthy lifestyles through its extensive services.

Mission Statement:
Les Mills is a business providing a service with the goal of helping its consumers lead healthy and active lifestyles in central locations in Wellington.

Market Analysis:
Market Environment: The market is a considerable size in Wellington. Gyms like Jetts and City Fitness are key contributors to
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Strengths:
Weaknesses:
Good reputation: Les Mills is a well known, reputable and trusted. It has been operating since 1968. This allows for word of mouth among consumers.
Innovative culture: Les Mils innovative marketing ideas such as, popular fitness classes and 24-hour services has set them apart from competitors and allowing them to charge more for memberships.
Location: They are locate near customers generally working in corporate fields who can afford to pay higher subscriptions for convenience in city centers.
Cost of running services: The classes Les Mills run are costly, as they need to supply the facilities, equipment, and trainers to run them.

(Heinz Weihrich (n.d).)

Target Market: Les Mills Target Market consists primarily of those in established jobs who have the additional disposable income to spend on a gym membership, typically priced higher than most other gyms.

Recommendations: Les Mills could increase its membership levels by attracting a wider base of consumers, perhaps those whose interests lie in fitness but don’t like always being confined to a gym, who enjoy getting outdoors. A marketing idea that introduces a weekly activity such as Standup Paddle Boarding sessions where they take groups of people out on the water each week. The advantage of this is that it attracts customers interested in trying something new, as well as ones who have experience in it. It also strengthens their

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