CURVES CENTER
3.4.2 Selling Services
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Advertising
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Give to all our clients a kit (as shown bellow) that includes a bottle, a towel and a padlock.
Marketing
3.4.1 Customer Analysis
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Segmentation
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SPORTS LOVER
This type of customer is a person that enjoys doing physical activity, is in constant movement and the sport makes part of her daily life. Her age range is between 15-40 years. She makes part of a socioeconomical stratum between 4 and 5, most of them are single and are students. Their principal reason to practice the sport is to burn energy, distract her daily life in another activity. Due to their ages, they are more susceptible to practice physical activity.
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LOVER OF BEAUTY
This type of consumer is a single person who enjoys physical activity, but does so with aesthetic goals. It is between the ages of 15-50, are employees and students often spend their allowance on clothes. Generally, is a consumer who sees the gym lifestyle and prefer a personal guide for training.
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HEALTH LOVER
This type of customer is a person that cares about her health,likes to have a healthy lifestyle, prefer a personal trainer and practice her routine in a gym. Most of them are between 15 -50 years, is a familiar person with an active social life. She makes part of a socioeconomical stratum between 4 and 5.The principal reason to practice physical activity is improve her physical condition.
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Target
In order to analyze our type of customer, we decided to develop a customer survey and we got the following results:
•Target
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Our customer is a woman with ages between 15-70 and with a social stratification from 4-5. This type of woman goes to the gym in order to improve their life style , and implement a healthy routine to get their aesthetic goals and likes to achieve it through by personal guide.
2. Use different ads in social media and internet in order to attract more costumers.
3. Stands in places near the gym so that people know us.
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CC Santafé
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CC Mirandela
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CC San Pedro Plaza
4. Ads in places near to the gym so that people get to know us.
5. Promotional Video in Youtube
Promotions
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Media and non-media marketing communication are: employed for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability so the ones we are going to use are the following:
Plans
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Monthly plan: It allows a person to make monthly payments. This plan includes: Registration (only if the person is entering for the first time) and an allowance.
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Quarterly plan: Allows a person to make a single payment for three months, saving 10% on the monthly and 50% at enrollment. This plan includes: Registration (only if a person is e entering for the first time) and three monthly installments.
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Semester plan: Allows a person to make a single payment for six months, saving 20% on the monthly.
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Annual plan: Allows a person to make a single payment for six months, saving 30% on the monthly.
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Nutrition: it offers the most comprehensive and accessible nutrition plan. When a person affiliates will enjoy a 50% discount on her first date and her controls
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Health day: On this promotion a person who purchase a membership, will get it free.
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Associations:
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​Partnership with a nearby salon that gives us the option to use the same 20% discount through the sharing of services in nail grooming blower and, similarly, the hairdresser offers a free day for using the services of curves center.
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Partnership with Adidas, Nike and Under Armour where they can post their advertising around the gym, and that way we can get new incomes.
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Partnership with "La carrera de la Mujer" where we can have an stand, post our publicit and give bracelets to the woman that go our stand.
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Partnership with Fuxion ( drinks for health) so that they can sell their porducts in the gym and they can give us commision for the total sales they make on it.
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Partnership with Citi Bank and Bancolombia where they can refer their employees to the gym so that they can have 15% of disscount.
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Partnership with a Salon (José Rueda, Machos Estilos, Fedco) and pay them to put our promotional video in their TV.
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Partnership with Fedco. For purchases over $100.000, we give them 3 days free in the gym.
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Partnership with Jumbo. For purchases over $500.000, we give them one grupal class for free.
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Referral system: A member who is active and refer to someone who actually purchase a membership plan in curves center, will get benefits and an additional month free
3.4.3 Product and Service Planing
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Test Marketing
Test marketing was developed by a marketing survey conducted for people of the area of influence of the gym (Mirandela), we obtained the following results:
Respondents usually perform physical activity three times a week, 4-7 times at night two hours daily. 41% of these people bother you exercise in the presence of men, with training advice from women.
Women use these areas of cardio, weights and group classes with the same frequency, the machines most often used are:
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elliptical
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treadmill
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spinning
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The climber is the least used.
This test marketing helped us to know the likely success of the new service in the market and helped us to identify critical points for posterior implementing strategies to achieve improvements in service performance and customer acceptance.
Pricing
For fixing our prices, we looked at rates that handles our competition and decided to assign a lower price than these, to enter the market with an attractive price, in order to be able to upload them to an optimal price according to our future growth. Additionally, we set the price of services so that it is accessible to our target.
3.4.5 Marketing Research
3.4.6 Cost/Benefit Analysis
ADVERTISING
The cost / benefit of advertising investment will bring economic benefits to the company, so that through brand positioning by: advertising kits by joining to the gym, advertising stands in shopping centers, partnerships with sports shops, health and beauty, the construction of the website, promotion service through flyers with discount and free classes with the purchase of certain amount in chain stores, all those activities will increase the number of sales service, with new people who know our gym and link to it.
APPLICATION
The cost / benefit of using the application and information system brings a profit for the company and for customers, because customers will be able to have a direct interaction with the training process, progress and results during the time they have taken CURVES CENTER services; In addition to the company, the application deployment succeeds in creating loyalty by customers and will retain them. Also being in line with technological trends that the market demands, attract as much linked clients to identify themselves with this new trend.
DATABASE
The cost / benefit of implementing the system database will bring CURVES CENTER minimization in time because the processes that employees performed in their daily work will be automatized. Thus achieve an efficient system implementation to be consistent with the performance of the company.
MACHINERY
The cost / benefit of our machines will be reflected in the quality of each of the elements that will be used by clients for exercise, design innovation and durability so, will be linked to the cost incurred to acquire them.
After analyzing the data of sports market analyzed by surveys and external audit we have got the following result of marketing research:
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Most people spend their disposable income on clothes leading companies producing sportswear into boom, taking the opportunity offered by the market.
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Most people exercise because they worry about their health, this leads us to believe that companies that promote health and energy drinks and health lines help to sale these products being a direct influence to the people that are doing physical activity.
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Due to increased income in the economy of the people, their disposable income for personal expenses according to DANE, consumption towards recreation and culture has been the most percentage change, thus gyms have been seen favored as they make part of this group.
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Price competition between gyms and sports clubs has grown stronger, due to the growth that the income of people.
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Another segment of the sports industry is taking advantage of the boom in personal training exercise. Consumers are looking to maximize their performance and are increasingly willing to pay for personalized exercise and training to achieve it.
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According to the new report, health and vanity are the two factors that have influenced the practice of exercise by consumers. Added to this has been identified obesity as a major public health problem.
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Another factor that has driven the exercise is the concern for physical attractiveness and pressure from the media and advertising on consumers to have a seamless appearance.
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