Fit N Buff Gym

FIT Ð''N' BUFF GYM MARKETING PLAN

EXECUTIVE SUMMARY

As Malaysia strive ahead to a 2009, the increase of food, lifestyle and environment has dramatically changed. There are many food chains that have evolved and spread like mushrooms. From the statistics provided by WHO (World Health Organization),The percentage of overweight (weight-for-height greater than +2 SD of the WHO Child Growth Standards median) among children aged less than 5 years which is 5.9 at the year 1999.[1] This marketing plan is for the 5 year period. Because the figure of obesity and lack of dietary within children at the age of 5 years old, exercises and etc, the lifestyles of many Malaysians are at risk. Imagine 5 year olds are already at risk of obesity and lack of nutritional food, the people at age 19-27 are the most at health risks.

The purpose of the gym is to provide awareness amongst Malaysians to live a healthy life, we do not emphasize on only weight loss programs but also on nutritional food, food balance, diets and also fitness. Percentage of underweight (weight-for-age less than -2 standard deviations (SD) of the WHO Child Growth Standards median) among children aged less than 5 years. Percentage of stunting (height-for-age less than -2 SD of the WHO Child Growth Standards median) among children aged less than 5 years. [2]

Because of these risk factors, the Fit n Buff Gym is the ideal gym where we provide many services not only for the physical but also mentally. The objective of this institution is to gain more consumers that are health risk and also to provide fitness and gym skills to others that are at risk of malnutrition.

SITUATION ANALYSIS

FIT N BUFF was founded 6 months ago, and located in Puchong with the help of a professional gym instructor that has about 5 years of experience. Even though we have competitions such as Fitness First, California Fitness, Celebrity Fitness, we still have an upper hand as in we provide professional physiotherapy, a certified nutritionist and many more professionals that are in the same page as fitness, gym, food is concerned. The fitness center's that were mentioned above only provide their services to rich people as the subscription fee is a hefty figure. We focus on people that are in the middle class society and also we strive to produce better living among people today. We will also collaborate with secondary schools and even private colleges, or universities to promote healthy living. The aim is to focus on much younger people as they are growing up and implementing the strategy of our gym can make them more aware of the environment and lifestyle not to mention also to bring up their prospects in life. This is vital as it can make people occupied especially students and can prevent them to be involved with unhealthy activities such as smoking or drinking.

MARKET SUMMARY

The target market as above shows that the age ranges between 5 years old and 11 year old customers will be 20 percent. The age range of 12 years and 18 years old will be 18 percent; moreover the age range of 19 years old to 25 years old will be 35 percent and finally 26 years old and above will be 27 percent. For the 1st year and for the subsequent 4 years, it will be gradually increasing at least 5% every year than the 1st year target market.

The graph above shows the 2nd year, and the target market's percentage and it keeps on going and increasing for each year.

TARGET MARKET

The target market is, manly consist of children, people in the age range of 21-26 and also veterans. The reason why is because college students or working age people spend more time at work or at their respective institutions and not working out or exercising, we at Fit n Buff are very flexible as our center is open till 11 pm for everyday.

Fit n Buff's market consists of a variety of customers, not only business man's but also children so therefore we cater for all ages, as our instructors are placed for each different range of ages.

SWOT

The company strengths are as above, we cater the needs for clients that not only can afford as we provide flexible payment methods and also for children of students, the price they will have to pay is merely RM 100 per month, and for adults, the fee, the registration fee would be only RM180 per month. Another strength is that we up to date technology in fitness, the equipment we have are all imported from United States, we have also professional trainers that we invite from all around the world, to give a motivational camp and also to train our customers every 6 months once. So far our pricing is reasonable and much cheaper than our competitors.

The weakness that the gym has is that we have a lack of brand awareness, which can cause a little problem, as people will be asking themselves, what is this gym, and also the fact that our competitors are well known around Malaysia, and their branding is very strong, we need to find a way to sell the brand and to get people to join our gym. The opportunity is that we are new and we have observed the competitions, their weakness, their way to brand and all aspects, this will enable us to know what is lacking and also to enhance the areas that the competitors do not consider. As for threats, we have at least 5 major fitness centers and this causes choices and considerations.

MARKETING STRATEGY

Marketing is essential as we are new and it's important we promote ourselves and the company to get more people's attentions and perhaps investors that are happy with the concept. The products that we are providing will be medicinal, food dietary plans, and also videos on how to be fit and clients can take them home with them.

In the pricing sense, our prices would be as below,

Category Prices Extra Services, e.g. Nutritionist, etc

Children RM 45 RM 30

Teenagers RM 100 RM 30

Adults RM 180 RM 30

Senior Citizens RM 150 RM 30

Not only