Market segmentation and targeting, Marketing Management

Assignment Help:

You are needed to complete the following piece of work:

'Bodyproud Fitness' is a relatively new health and fitness company based in Huddersfield. The company was produced in response to the continued growth of the 'health and fitness' market in the UK.
Basically the company is a health and fitness club offering a range of health and fitness facilities on a membership only basis.
The company functions out of what was previously a furniture warehouse approximately 1 mile from the town centre.
The facilities offered contain the normal range of fitness facilities; rowing machines; exercise bikes, weights etc. which are all state of the art. It also offers a range of group fitness activities like for example aerobics and yoga.
There are no swimming facilities but there is a steam room & sauna, tanning rooms,  and Jacuzzis.
A significant part of the service offered to members is the provision of personalized health and fitness programmes. These programmes are designed around the requires of individual members and contain not only carefully designed individual fitness and exercise regimes but also dietary and 'life-style' advice.
Users must be members and there is an initial joining fee and a range of charges according to for example: how long the membership is taken out for; age - with reduced fees for the under 18's and over 55's; discounts for family memberships etc.
   
The company was established  by three friends with no previous managerial or marketing experience or knowledge but with a keen interest in health and fitness and all  the necessary health and fitness training and qualifications. The company, now three years old, has been very successful and now employs a total of 15 staff again none of who have any marketing training or experience. The success of the business has ,to date, been due to the enthusiasm and hard work of the three co- founders who are very knowledgeable about health and fitness and offer a very personalised service often spending considerable time with individual members to discuss their individual health and fitness regimes.
As a first step to increasing its improving its marketing activities it has employed you to produce a preliminary outline report covering the following areas

  • Market Segmentation and Targeting

 

  • Marketing Research

 

  • Advertising

 

  • Direct marketing

 

  • Pricing


The company has specifically asked that as much as possible you discuss every of the above areas in the context of its own particular product market condition and from the perspective of how to become more efficient in its marketing

 


Related Discussions:- Market segmentation and targeting

Target marketing, A Chennai based soft –drink company has proposed to launc...

A Chennai based soft –drink company has proposed to launch a new variant of Soft-drink in three flavours lemon , rose , and orange priced at Rs.6 /- ,Rs.7/- Rs.8 /- in 300ml bottl

Importance of the study of the consumer behaviour, Importance of the study ...

Importance of the study of the consumer behaviour: in olden days, the importance of consumers behaviour was not realized because it was sellers in the olden days, the importance o

Classification of advertising, Classification of Advertising 1.       A...

Classification of Advertising 1.       Advertising may be bordaly classified from the points of view businneesaims coverage users and nature of appeal this is condensed in a ch

What is the drawback of selling concept, What is the drawback of selling co...

What is the drawback of selling concept? Selling Concept : Drawback: Selling relies onto buyer’s manipulation. All the buyers can’t be manipulated and a buyer can’t be ma

Handbills and coupons, Handbills and coupons Handbills and coupons are...

Handbills and coupons Handbills and coupons are letter size or small sheets of paper that are generally printed from both sides. Advertising distribution companies will compil

What is granular disintegration, What is granular disintegration In dr...

What is granular disintegration In dry climates a yet another  mechanism operates much like frost action, in this process the ground water is drawn to the surface, which on ev

The constituents of the marketing communications mix, The constituents of t...

The constituents of the marketing communications mix Business-to-business markets have usually been quite specific in terms of the promotional tools and media used to target

Marketing mix, Product Schovaswill offer for sale Low fat and low calor...

Product Schovaswill offer for sale Low fat and low calorie ice cream High fiber made with oatbiscuit Many fruity flavors Diet cake Cotton candy Pop corn The company will sel

Focusing by marketing customer, How is Marketing Customer Focused? It i...

How is Marketing Customer Focused? It is the Nature of Marketing. Marketing tends to assure and delight customer. The functions of marketing should be directed and focused at t

Quality assurance in packaging and manufacturing goods, how to maintain qua...

how to maintain quality assurance in management? whose procedures of manufacturing for goods in Pharmaceutical companies. please discuss in easy words?

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd