New Product Marketing Plan-Queens Health Club

New Product Marketing Plan-Queens Health Club - QUEEN’S...

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QUEEN’S HEALTH CLUB New Product Marketing Plan Queen’s Health Club Mark 301- CU08 By: Luc Topolnyski, Daniel Alem, Ethan Nguyen, Jonathan Jaucian, Himmat Khehra & Kesia Mathews November 27, 2014 1
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QUEEN’S HEALTH CLUB Table of Contents INTRODUCTION SWOT ANALYSIS S TRENGTHS W EAKNESSES O PPORTUNITIES T HREATS MARKET ANALYSIS TARGET MARKET P OSITIONING S TATEMENT F IGURE 1: P ERCEPTUAL M AP MARKETING MIX P RODUCT /S ERVICE P LANNING P LACE F IGURE 2: Q UEEN S H EALTH C LUB F LOOR P LAN P RICING S TRATEGY P ROMOTIONAL S TRATEGIES /T ACTICS IMPLEMENTATION EVALUATION E NVIRONMENTAL SCANNING A DVERTISEMENT & P ROMOTION C ORPORATE S OCIAL R ESPONSIBILITY CONCLUSION REFERENCES 2
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QUEEN’S HEALTH CLUB Introduction The main objective of our company is to be a completely new and innovative gym offered to Sherwood Park that sets us different from our competitors. As we are a female only gym we focus on giving our females a comfortable and enlightening new workout experience. We will offer experienced and educated training personnel, with the the choice of having one on one personal training with a trainer or simply seeking workout advice. To also provide a comfortable and enlightening experience as we provide a sauna and lounging area to give the most prestigious and invigorating experience for our clients. SWOT Analysis Strengths GoodLife Fitness and Millennium Place are both excellent for people who have activities to do rather than just working out. However that produces a lot of people of all ages in one congested area. That can be difficult to deal with and very distracting for people who are trying to workout. Snap Fitness accommodates for people’s busy lives by being open 24-hours but it does not offer more than strictlyjust weights and cardio such as a sauna and other personal care items. None of these gyms are women only like our gym. Our gym is full of experienced employees who provide nothing but the best service by making sure our clients have all of their physical goals covered and ensure the well-being of the clients by providing personal care items such as a lounging 3
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QUEEN’S HEALTH CLUB area, a sauna and tanning beds for after your workout. We also strive towards having a small number of clients to trainer ratio providing the client with a personal experience so they can obtain more knowledge and have a better workout. We also make sure to provide fitness instructors who specialize in women’s needs. They are to be certified in woman’s fitness, strength training and meal planning. Another service we provide is opening up drop-in zumba, spin and hot yoga classes. Weaknesses There are nine fitness centres in Sherwood Park. Of the nine centres, four are fitness class studios that do not offer the freedom of personal workouts.
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