Health and gym awareness increases this age group

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health and gym awareness increases. This age group tends to favour structured, less strenuous, leisure-based fitness activities. The demands of this demographic can stimulate growth for full-service gyms that provide a range of structured group classes that are impact free. The age group has increased capacity to pay for memberships from full-service gyms and more experience with and propensity for spending on fitness activities than any previous generation. Source:- content/uploads/2015/06/R9111-Gyms-and-Fitness-Centres-in-Australia-industry- report.pdf Current Marketing Strategies of Virgin Active Health Clubs Marketing Audit - Assessment 2 Page 23 v3, Last updated on 24/9/2018
T-1.8.1 Relationship Marketing The Virgin Active brand focuses on customer retention and the satisfaction of customer needs. Marketing campaigns have been conducted within the last few years with the implementation of direct communication and responses. Through this marketing strategy, the club concentrates on a particular audience in the promotion of its health services. This has enabled the Club to build a long- lasting relationship that is productive and which has rendered Virgin Active to be the most versatile and resilient of the group’s businesses. Corporate Marketing The Virgin Active corporation ties ups with other large institution within the Virgin group. The Virgin name is already branded, thus associating the clubs with the wider Virgin group, from trains to TV, from flights to wines, from mobiles to money and from holidays to health clubs. The offering of special discounts creates a sense of well-being for the customers. Good advertising promotion tool Advertising involves large mass media promotion to communication-based payment of nonperson forms. Advertising is the main strategy used for the promotion of various services and services. Virgin Active has integrated its marketing communication through the use of television and radio to reach the larger population. This offers communication options for various marketers and allows them to associate their promotion tool directly or indirectly with their brand. Direct marketing This involves sending direct message to customers; this is mainly through commercial communication, for example: by use of direct mail, telemarketing (use of phones) and e-mails. The clubs direct marketing involves the use of media such as TV, radios, newspapers, billboards, digital campaigns and internet banners. Couponing Through use of coupons in magazines and newspapers, Virgin Active’s managers are able to specify different schemes available within a given period, thus increasing sales that month. A good brand name The Virgin brand encourages instant recognition in an instantaneous society. Hence, the critical issue for the Virgin brand name is that it is portrayed in such a way that customers can respond to it quickly. In addition, the Virgin Active Health brand is that it is one of the most fundamental pieces of information customers use to simplify choices and reduce purchase risk.

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