Segmentation and Target Market

View more »Expand viewKotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

Nationally, Orangetheory Fitness is the fastest growing fitness franchise, at least partially due to the innovative ideas it brings to fitness. In detail, Orangetheory Fitness locations in Ann Arbor and nationally are effective in communicating the brand to community members using social media among other tactics. The reason that this brand strategy works is because of the niche industry that Orangetheory Fitness is in: a specialized fitness development program that is beyond just a gym. While there are other fitness centers out there that follow a similar strategy, none of them have established a sense of community, that’s Orangetheory’s competitive advantage.

On Friday as a class we traveled to Iowa City and toured as well as observed five different fitness locations. We visited the North Dodge Athletic Club, the University of Iowa Field House and Recreation Center, Anytime Fitness, and a small yoga studio named Serenity. On this trip as a class we saw first hand the differences between the biggest, most expensive facilities compared to some of the smaller more personal facilities. As we went from gym to gym, notable differences could be made from each one. After visiting all five gyms, each gym has attractive attributes as well as unappealing attributes, some being larger than others. In the end, though how one views a gym comes down to personal preference.

John’s Gym has a certain level of market exposure and customer awareness, however due to its limited business sizes and lack of business expansion purposes, the locals consider its brand as a small gym. Clients attitude towards the gym is depicted as “A small gym that offers a little unique approach to fitness with the minimum efficiencies and effectiveness”.

The sales strategy is to highlight the childcare service to prospective center members. The focus will be marketing the center to active families. Every Saturday morning will be open house for the childcare center. Families will be able to visit the facility for the entire morning. We want people to have fun getting the exercise they need. The college aged customers are important too since fitness seems to be constantly growing for people of that age. The college aged customers have pressure on them to look good being at that age so we feel if they work out together it would bring a sense of comfort Fitness Wonderland will refocus its activities on the belief that exercise is more sustainable and enjoyable when undertaken with others. At the same time, the social aspect of fitness should drive membership to Fitness Wonderland in even greater numbers as the business creates more opportunities for customers to exercise with their

Gyms are distinguished through the size of the gym or training specialties that are developed for a niche market within the fitness industry

Buyers in this department have a lot of power and influence. Most people that lead an active lifestyle, share that lifestyle trend with friends or family. This means that word bout brands, equipment and technique travels at an exponential level of quickness. If a customer is dissatisfied with a product or an experience they had at a store, this will be shared at their next fitness

The Fitness Industry Shown below are recent fitness industry statistics provided by IHRSA (International Health, Racquet and Sports club Association) Though there are many similarities between the health club industry and other retail, health promotion, hospitality and leisure time businesses, the industry is distinctive in various ways. Among them are the following: The industry continues to grow during economic downturns. Whereas during the economic downturns most retail and hospitality businesses experience contraction, the health club industry has, over the past 20 years (including three recessions), continued to grow… It has become a convenience business. Because workout frequency is crucial to reaping the rewards of regular exercise,

The great success Equinox has had with establishing eighty-two gym locations in the United States, and the three locations in Canada and the United Kingdom has helped many individuals with establishing an ongoing workout regime. Providing your members with professional and knowledgeable trainers enables and encourages them to reach their true potential. The various perks and amenities you have to offer your members are one of they many special qualities that set you apart from your current competitors. As someone who values the importance of quality a service or product has, I can understand why your luxurious and sparkling

One of the main reasons for the rapid spread of obesity in recent decades is the lack of movement and exercise. With that being said, Gold’s Gym could dramatically improve membership sales by targeting people that are struggling with obesity and overweight. However, most people that are overweight or obese don’t feel comfortable going to the Gym because of receiving unwanted attention. Therefore, Gold’s Gym needs to adapt its gyms to make it suitable for people that struggle with obesity and overweight.

Bally Total Fitness is the largest, and only nationwide, commercial operator of fitness centers. Bally’s has approximately four million members and 420 facilities across the United States and around the globe. (ballyfitness.com, 2004) A marketing audit was performed on the company in order to assess their total marketing program to see what was and was not working to increase business. The following will summarize key findings of environmental aspects and marketing. Finally, any recommended actions that may be considered for future planning will be discussed.

The health and fitness industry faced challenging economic conditions in 2010-11. As a result some gym goers had to cancel their memberships or opt to exercise independently at no cost. Others switched to exercise at the budget gyms, which do not require long-term contracts and charge less for their very basic services. As a result a number of gyms have seen sharp decline in membership numbers, whilst newer budget operators have benefited from that. There are also signs that traditional full spectrum gyms have suffered over the past five years as consumer preferences shifted towards boutique studios, personal training and boot camp style operators.

This essay will be examining how Fitness First uses marketing, finance and human resource management to continually be an effective and sustainable sports organisation. Fitness First is the largest gym, health and fitness group in the world with more than 1.5 million members and over 550 fitness clubs. (www.fitnessfirst.co.uk, 2009)

We have carefully identified and selected our target market based on demographic, psychographic, and behavioural segmentation.

Marriott International, Inc. was founded by J. Willard and Alice Marriott in 1927 and has been a leading hospitality company for over 80 years. It has more than 3,900 properties, 18 brands, and associates with its headquarters in Bethesda, Maryland, USA. The company boasts of revenues of nearly $13 billion in the fiscal year 2013 and is expanding globally. This paper specifically discusses the market segmentation, targeting and positioning strategies of Marriott – Marriott Hotels & Resorts, Courtyard by Marriott in the Asia-Pacific marketplace. Asia-Pacific is expanding exponentially for the hospitality industry and Marriott has