Business371 Marketingplan

Topics: University of Wisconsin–Oshkosh, Exercise, Health club Pages: 20 (6267 words) Published: December 7, 2014

 

 

 

 

 

 
Planet
 Fitness
 Marketing
 Plan
 
University of Wisconsin, Oshkosh
2011

 

Table of Contents
Executive Summary……………………………………………………………….……………3 Introduction………………………………………………………………………………………5 Company Description………………………………………………………………………….5 Situational Analysis…………………………………………………………..…………………6 SWOT Analysis………………………………………………………………………………..6 Key Strengths and Opportunities..................................................................................9 Key Weaknesses and Threats....................................................................................10 Marketing Objectives………………………………………………………………………….11 Target Market ………………………………………………………………………………….11 Marketing Mix…………………………………………………………………………………12 Product………………………………………………………………………………….12 Price……………………………………………………………………………………..13 Place………………………………………………………………………………….…13 Promotion……………………………………………………………………………….14 Measurement and Control……………………………………………………………………15 Implementation Schedule……………………………………………………………..16 Budget ………………………………………………………………………………………….18 Break-even Analysis…………………………………………………………………..18 Income Statement……………………………………………………………………..19

 

 

 

 
2

Executive
 Summary

 
Planet
 Fitness
 is
 a
 limited
 liability
 corporation
 and
 franchise
 that
 provides
 
affordable
 gym
 memberships
 to
 average
 health-­‐conscious
 consumers
 in
 the
 city
 of
 Oshkosh
 
and
 surrounding
 areas.
 
 Recognized
 for
 their
 innovative
 thinking,
 Planet
 Fitness
 is
 known
 
for
 many
 trademark
 attributes.
 Low
 prices,
 the
 Lunk
 Alarm,
 and
 the
 Judgment
 Free
 Zone
 
philosophy
 are
 all
 a
 part
 of
 what
 makes
 this
 gym
 successful.
 Members
 of
 Planet
 Fitness
 
have
 the
 chance
 to
 relax,
 get
 in
 shape,
 and
 have
 fun
 without
 being
 subjected
 to
 the
 hard-­‐
core,
 look-­‐at-­‐me
 attitude
 that
 exists
 at
 their
 competitors’
 gyms.
 It
 is
 our
 intent
 to
 take
 an
 
already
 great
 business
 and
 marketing
 strategy
 a
 bit
 further
 to
 reach
 two
 key
 marketing
 
goals.
 We
 will
 increase
 brand
 name
 awareness
 among
 local
 college
 and
 high
 school
 
students.
 We
 will
 increase
 our
 total
 membership
 by
 10%
 per
 year
 for
 the
 next
 three
 years.
 
There
 has
 been
 a
 continuing
 trend
 in
 America
 to
 quit
 bad
 habits
 that
 lead
 to
 
unhealthy
 lifestyles.
 Increasingly
 people
 are
 working
 to
 stay
 fit
 and
 healthy.
 This
 means
 that
 
there
 is
 a
 growing
 demand
 for
 work
 out
 facilities
 and
 health
 clubs.
 In
 order
 to
 maintain
 a
 
membership
 status
 people
 have
 had
 to
 shell
 out
 small
 fortunes
 (over
 a
 two-­‐hundred
 dollars
 
a
 month
 in
 some
 cases)
 to
 maintain
 a
 healthy
 lifestyle.
 Many
 people
 have
 not
 been
 able
 to
 
afford
 to
 pay
 the
 extensive
 fees
 and
 high
 monthly
 rates
 to
 maintain
 their
 membership.
 
Planet
 Fitness
 is
 the
 solution
 to
 this
 need
 for
 affordable
 gym
 membership.
 
 They
 have
 all
 the
 
essentials
 for
 a
 great
 workout
 and
 few
 necessary
 extras
 and
 benefits
 for
 members.
 
Competitors
 of
 Planet
 Fitness
 attract
 customers...
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