Analysis Of The Fitness Market In Ireland

Political, Economical, Social, Technology, Ecological, and Legal Factors Affecting the Fitness Market in Ireland

Discuss about the Statist Global Consumer and the Survey.

An analysis was carried out on the present marketing situation on the fitness. The data was collected from 2011 to 2015. When the data was analyzed it clearly shows that the trend or demand of the Health and fitness industry is growing continuously year after year. As per this study the importance of the fitness market of Ireland is going to almost 22 million US dollars in 2018 (Statista, 2018). It has been seen that the half of the population of Ireland has changed their lifestyle and includes fitness as their daily routines by taking part in physical exercise and other health-related activities. This trending lifestyle has also changed the fitness thinking pattern which made them focus on sports segment more as compared to another entertainment patter due to its high demand in the present time. Growing addiction of youth towards the digital world has also impacted on the fitness market. A survey has been carried that 80% of the world population on internet usage.

Political: Stable political conditions are one of the main reason for the prosperous of any company in that country and also the tax policies of Ireland varies from territory to territory has bad impact on the fitness products. A need for free trade policies is in need of these products.

Economical: Fitness business performance also depends on the economy of the state where products are to be sold.

Variability in the economy of the country also plays a major role in deciding which state of the country will be helpful in the growth of the company products. The Higher economy of the state means citizens have the capacity to spend more.

Social: Developed countries like Ireland focus on the outcome of the product more as compared to developing countries. Responsibility towards society is always given first place in the eye which in long run decides the future of the product (Gauthier and Wac, 2015).

Technology: As Ireland is a developed country with a 0.923 human development index, it is in a continuous process of creativity and innovation. Technology advancement here changes sudden which ultimately impacts on the business of the company. Hence, investment in R&D plays an important role in development.

Ecological: Growing awareness related to the climate and strict rules related to the environmental regulatory bodies has forced the companies to go for the green. The product should be eco-friendly with the outcome which does not produce any harm to the environment.

Segmenting and Targeting the Irish Population for Fitness Products

Legal: The changed law related to the employment, consumer laws and health & safety of the employee have marked as important points for the process of any company in Ireland

One of the main reasons for low membership for national sports campus is that it is not utilizing digital platform properly as a source of marketing in this digital world because of which its reach has become limited and people are not aware of it. Having good gym equipment will not help them in increasing members as almost all other competitors are providing the same facilities. As we know that marketing is all about how we show the same thing in the different pattern. (SW Chan, 2013).

The main objective of this report is to generate about 50,000 new members up to December 2018 for national sports campus.

Segmenting: Total population of Ireland is around 4.80 million. Among this population about 21.3% belongs to the age of 0- 14 years and 67% of the population belongs to the age group of 15-64 years and 11.7% belongs to above 65 years. If we combine the total percentage, it is around 52% of the population.

Targeting: Hence, from the total population of Canada our target will be this 67%.

As per this study, main target will be this age count from 15years to 64 years which cover almost all kind of generation young, adult and mature. As organization is aware that these are the age group which has to face a lot of stress in this competitive world so the only option for positioning our product in their minds is using of digital marketing through digital tools. For this first plan will be for whole sales and customer process in which use of the whiteboard will be made for trying to find out what will be that point where traffic can be created by using a customized landing page, then to find out the interested persons and then prepare the outcome of getting attached with organization through organizations membership (Otsuka et al, 2011). The landing page should be very simple; easy to log in and easy to log out and on that landing page present out best to motivate the searcher for organization product and at the end develop a system to support customer issues or enquires with the help of knowledge base system, phones, and emails.

Media mix strategy:  Can use of media mix as a platform to market organization product. Also make use of social media like Facebook, Instagram, Twitter, snap chat etc. Also use of YouTube for video promotion of our product will act as a strong foundation for our market because everyone knows that at present time YouTube is the most popular social media among this population and hence it is the best way to increase our reach.  Use of social media will be more because as per the study conducted around 51% of the world population is associated with social media (Hoffman and Fodor, 2010). Use of media like Television ads, newspapers and printed advertisements will provide addition benefit.

Media Mix Strategy for Advertising and Promotion

 Provide two varieties of membership card for both women and gents within affordable price. One membership card will be silver in which availing of all facilities will be there and other will be gold which will have similar facilities but in addition, it will have a holiday package.

Pricing of the silver card will be within the normal range as per market while the price of the gold card will be higher due to its extra facilities.

It will be located in the area which can be easily addressed and nearby to the targeted population at least we will place a small office to guide this population.

To promote organization brand we will make use of media like Television ads, newspapers and printed advertisements. We will also make use of social media like Facebook, Instagram, Twitter, snap chat etc. Use of social media will be more because as per the study conducted around 80% of the world population is associated with social media. 

People: As everyone knows that NSC business is people related organization and also our business representative is also people. Different from manufacturing, we will have well trained and presentable people who will help us in achieving our objective.

Pixel: This will be used as a cover technology advancement window for NSC promotion in which we will best possible efforts to increase our range by covering even untouched areas. The technology will also make use of logical reasoning matrix to control our plan.

Have to Host event which can transform it from offline in to online with the help of promoting with email and digital media. Also use of Billboard & Hoardings will be there to enhance organization reach for target audience.Only sending emails direct or indirect will not work at organization expectation level. Hence, organization can create an invitation online through the platform like Facebook, Instagram, Twitter, snap chat. With the help of this platform,will be able to easily track the flow of traffic on the outside. The resisted members will, therefore, act non-commented sale force to encourage the other persons to attend events like healthy sports competition (Fenwick, et al, 2009).

Tool:-

When the competition is going on organization can take the help of a real-time marketing tool like live pictures, videos which we will use on our social media (Kerr et al, 2008).

• Find out untouched market: Here NSC have to figure out what people are expectations from us and have to form a combo of main two events one can be providing the best services and other will be NSC membership card which will include holiday packages for the relaxation of potential customers along with participation in Ireland  sports events.
• Blogging: Everyone is using the blog in Ireland, but not every person is a great blogger. NSC can make use of the blog as a source to the market membership card. By this, we will have two ways of interaction in which by we can smartly put our offerings by relating them to health benefits (Rdxsports, 2018).
• SEO (Search Engine Optimization): When a person wants to know something about any product or service, the first place where that person visit is Google. With the help of SEO we can make our website outperform so that when the person puts the keyword, NSC website should be at the top. NSC can make use of the combination of both technical and creativity to promote our membership card (Navarro et al, 2010).
• Pay per click: Being present on the Google search will not only help NSC to increase members for membership, NSC have to show audience among the first list of the search which can be achieved by this PPC in which NSC will pay people to increase value of our membership card by just clicking on it (Gil-Or, 2010).
• Monitoring the above sequence and then implement the strategy and see the outcome.

Promoting with the help of Television advertisement, banners or through emails all requires investment both in time as well as in money. Hence, first, NSC will go for cost analysis of  product in which NSC will consider all the possible cost related to schemes, employee salary and other expenditure related to promotional events and training. It is not that NSC should go on investing and investing for the promotion of product, there should a point where a breakdown of investment should be there and if it does not happens it simply indicates that something needed to be corrected. Finally, NSC should analyses whether the return is coming from our investment or not. Also, NSC should calculate the time which we are going to invest in this marketing plan; it should not be a risky business from the investment point of view (Bertotti et al, 2018).

References:

Irish sports annual report. (2015) Irish sports monitor annual report 2015 [online]. Available from: https://www.sportireland.ie/Research/Irish-Sports-Monitor-Annual-Report-2015/ [Accessed 14/7/18].

Statista. (2018) Statista Global consumer survey 2018 [online]. Available from: https://www.statista.com/outlook/313/140/fitness/ireland#market-age [Accessed 14/7/18].

Rdxsports. (2018) Ten marketing strategies for gyms &fitness clubs [online]. Available from: https://wholesale.rdxsports.com/blog/10-marketing-strategies-for-gyms-and-fitness-clubs [Accessed 14/7/18].

Barron, M. (2014) 6 p`s of retailing [online]. Available from: https://insights2marketing.wordpress.com/retailing/6p/ [Accessed 14/7/18].

Bertotti, J., Crawford, D, and Lee, L (2018) Marketing plan [online]. Available from: https://www.redlands.edu/globalassets/depts/school-of-business/gisab/student-awards-old/final_marketingplan_planetfitness_gold_gisab_graduate_award.pdf [Accessed 14/7/18].

Gauthier, T. and Wac, K. (2015) A foresight analysis of pervasive healthcare technologies. Journal of futures studies, 20(1), pp.69-82.

Revana, A., Hendriana, H., Widjaja, S. and Angkasa, J.D. (2013) THE FOUNTAIN FITNESS PARK. Journal of Business Strategy and Execution, 6(1), pp.38-57.

Chang, J.D. and Yang, M. (2013) Empirical study of fitness industry cases-based on SWOT. Advances in Physical Education, 3(02), p.80.

Cain, K. (2012) Measuring Marketing Effectiveness:  Metrics You Need to Track [online]. Available from: https://contentmarketinginstitute.com/2012/10/measuring-marketing-effectiveness-metrics/ [Accessed 14/7/18].

SW Chan, E. (2013) Gap analysis of green hotel marketing. International journal of contemporary hospitality management, 25(7), pp.1017-1048.

Otsuka, J., Turner, T., Allen, C. and Lloyd, E.A. (2011) Why the causal view of fitness survives. Philosophy of Science, 78(2), pp.209-224.

Hoffman, D.L. and Fodor, M. (2010) Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), p.41.

Fenwick, D., Daim, T.U. and Gerdsri, N. (2009) Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies. Technological Forecasting and Social Change, 76(8), pp.1055-1077.

Kerr, G., Schultz, D., Patti, C. and Kim, I. (2008) An inside-out approach to integrated marketing communication: An international analysis. International Journal of Advertising, 27(4), pp.511-548.

Navarro, A., Losada, F., Ruzo, E. and Díez, J.A. (2010) Implications of perceived competitive advantages, an adaptation of marketing tactics and export commitment on export performance. Journal of world business, 45(1), pp.49-58.

Gil-Or, O. (2010) Building consumer demand by using viral marketing tactics within an online social network. Advances in Management, 3(7), pp.7-14.

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