Marketing Strategy For Fitness Center Chain In Singapore

Equipment and Facilities Provided

The annual revenue that is generated by the fitness industry in Singapore is estimated to be as much as twenty eight million dollars as of the year 2018. More and more people in Singapore are becoming increasingly conscious of their physical appearance and are taking to the use of fitness centers and gymnasiums in order to keep themselves in shape (Powch et al., 2016). This report makes use of integrated marketing communication (IMC) objectives and strategies to create a marketing plan that can be used for the successful promotion of three fitness centers in Singapore. The report concludes by recommending how the marketing campaign can be executed and also attempts to identify a number of ways by which the results or the success of the marketing campaign can be determined.

The target market for the three fitness centers to be opened in Singapore will comprise of people who are aged between sixteen years and forty five years. These are people who have the wherewithalls to go ahead and invest in a fitness center and also belong to the age group that makes them conscious about how they look or appear before others. People, both men and women, between sixteen and forty five years of age will be certain to sign up for a membership at a fitness center as they will want to look good when attending school, college, university and office (Schneider et al., 2016). Those who belong to this age group are known to actively take part in dating activities, get married and attend social events as often as possible so looking good is sure to be topmost on their personal agenda.

Integrated marketing communication objectives and strategies are those that place a lot of emphasis on the use of proper communication channels to get messages across (Luxton et al., 2015).

Since the three new fitness centers are going to be entering the market in Singapore for the very first time, its marketing objectives comprises of projected goals that are to be achieved in an initial business period of 12 months.

• The overall goal that has been set by owners of the three new fitness centers is to acquire at least 15,000 members in the first year of operation.
• The three fitness centers will target a membership base of 5000 members each
• It is expected that all three fitness centers will return 10 % of the profit margin in the first year.

The primary objective regarding communications for the three new fitness centers is to spread brand awareness as much as possible. The campaign to market the three fitness centers in Singapore will therefore involve the large scale use of communication channels like social media platforms which are widely used by people all over Singapore and which are certain to draw attention to the opening of the fitness centers as soon as the promotional activities are initiated (Belch et al., 2014). Examples of social media platforms that can be best put to use to advertise the launch of the three fitness centers are Facebook, Twitter and Instagram. This is a marketing move that will be especially effective since the target market is comprised mostly of the youth in Singapore, who are most likely to be using such social media platforms for their personal and official communication on a regular basis (Andrews & Shimp, 2017).

• Brand awareness will be built in a way to attract the attention of at least 30% of the target market in Singapore
• Brand awareness campaigning will aim to achieve 75% at least if not more of the Singapore target market using digital and print mediums.
• An average of two hundred visits to the fitness center’s Facebook page is hoped for, every single month in the first year, thus amounting to 2400 Facebook likes and fans by the year end.
• Brand awareness campaigning will aim to sponsor and also conduct one community event during the first one year of business operations

Target Market

Media Objectives

The marketing campaign will be carried out for the three fitness centers to be opened in Singapore using S.M.A.R.T criteria (Bhupathi, 2016). These are as follows

Specific – The marketing campaign will focus on specific areas of improvement, such as the opening of fitness centers in strategic locations of the city that are easy to access. The fitness centers will be setup in parts of Singapore that can be easy to reach using cars, buses and other forms of local transportation. The equipment for the three fitness centers will be bought from reliable suppliers and distributors and will be high quality products that are internationally in vogue.

Measurable – One of the best ways by which the marketing campaign for the fitness centers can be measured is through the use of social media platforms like Facebook and Twitter where the use of analytics can reveal how many people are viewing the marketing and promotional messages on a daily basis, who all are likely the posts that contain promotional content and how many are professing their eagerness to start using such services.

Assigning – The marketing campaign will be executed by advertising experts with sufficient experience and knowledge in the area.

Realistic – Realistically speaking, what can be achieved at the most in the initial stages of the marketing and advertising campaign is that people will be made aware of the three new fitness centers being launched. People in Singapore may not start using the fitness centers immediately but at least they will know at the outset of the marketing campaign that they are going to have three new options to choose from now.

Time related – It will take at least three to six months before people actually start using the fitness centers. The first three months will be spent in getting to make people aware of the existence of such fitness centers followed by another three months of people actually visiting the fitness centers to see how these function, what the rates of using such fitness centers amount to and how easily they can navigate from the fitness centers to where they reside in Singapore.

Execution Techniques

• People will be made aware of the three fitness centers through the creation of promotional pages on social media platforms and other means of online marketing, with special emphasis being placed on the benefits and advantages they can experience when using the fitness centers.
• Efforts will be made to get the target population interested in the fitness centers by offering deals and discounts on services.
• A lot of emphasis will be placed on getting prospective customers to understand how using the fitness centers can end up making customers look far more beautiful and appealing than they are at the moment. The purpose will be to create a desire in prospective clientele to want to use such fitness centers at the earliest (Place et al., 2016).
• The marketing campaign will be put into implementation with messages being generated widely on social media and using other forums about the opening of the fitness centers.

        Marketing communication tools and methods will be chosen based on the following –

• Budget –The budget for the marketing campaign is set at not more than $ 20,000 as the campaign will mainly involve using paid social media platforms and services for getting the marketing message across.
• Timing – The marketing campaign will be carried out over a period of three to six months for best results.
• Audience– The audience of the marketing campaigns will be all those who use social media on a regular basis and who are passionate about staying in shape, especially people who are in the age group of sixteen to forty five years (Finne et al., 2017).
• Organizational strengths and existing assets– Efforts will be made to highlight the pros of using the three fitness centers by comparing how the services provided are new or different from those made available by other fitness centers in Singapore (Valos et al., 2016).
• Advantages of different types of marketing communication methods– Digital marketing tools and public relations services will be made use of extensively to get the marketing messages across (Seric et al., 2014).

Digital marketing tools make it possible to reach out to a wide range of people about the opening of the three fitness centers, in a short period of time. Good public relations services can help in getting people to gain a positive and eager outlook towards the opening of the new fitness centers (Lusch & Vargo, 2014).

• In order to execute the campaign in the best possible way, the marketing plan should be coordinated alongside advertising activities for best results
• Consistent and dedicated efforts should be made to achieve marketing goals. It would be unrealistic to expect the campaign to succeed overnight.
• A clear idea should be arrived at as to how the fitness centers to be opened will benefit the customers, for the marketing campaign to be effectively executed (Gabrielli & Baghi, 2016).

The marketing campaign must be tracked and monitored for progress. Based on initial results, further strategies for marketing and advertising can be developed down the road.

References 

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.

Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Bhupathi, M. M. (2016). Integrated Marketing Communications. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 425-445). Emerald Group Publishing Limited.

Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing, 51(3), 445-463.

Gabrielli, V., & Baghi, I. (2016). Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person. Journal of Marketing Communications, 22(4), 385-402.

Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.

Powch, M. A., Black, S. J., Hope, T., & Dibenedetto, C. (2016). U.S. Patent No. 9,392,941. Washington, DC: U.S. Patent and Trademark Office

Schneider, P. L., Bassett, D. R., Rider, B. C., & Saunders, S. S. (2016). Physical activity and motivating factors of participants in a financially incentivized worksite wellness program. International Journal of Health Promotion and Education, 54(6), 295-303.

Šeri?, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.

Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), 19-40.

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