Target Market: Our target market for this fitness club and healthy club proposal is at the suburb areas where most of the residents work near the main cities. In this project proposal, we decided to locate our center at Shah Alam. Shah Alam is listed one of the most growing population cities with rising numbers of residential projects. According to its official city council, there are 584, 340 residents as in year 2006. In addition to that, numbers of colleges and universities are located in Shah Alam.
Market Trend: Most of the fitness center located at the main cities. By locating fitness gym at the suburban area, this will fulfill the urban community to have a healthy lifestyle. The established fitness center like Celebrity Fitness and California Fitness operate their fitness service center at shopping complexes. Due to Malaysia tropical climate where it's hot and rain all year round, fitness center will be an ideal indoor place to stay fit.
The need: To alleviate the Malaysian healthy lifestyle. The Malaysians food taking are usually contain high level of cholesterol where contribute to high rate of health problems such as obesity and diabetes. According to World Health Organization (WHO), Malaysia is ranked sixth among in Asian countries.
Current and Prospective customers:
Our current customer will be healthy conscious people while our prospective customers include college students, office workers, adults and also senior citizens. Along with other organizations promotion in increasing healthy lifestyle awareness, this will be a great opportunity for us to fulfill their need.
Uniqueness
A healthy café under the same roof will be our main attraction besides the gym. We’re planning to serve nutritional food which has low calories and carbohydrate. For example, milkshakes, smoothies, cereals, wraps, omelets, and salads.
Marketing Strategy
Advertisement
· Internet
We will be using online social network such as Facebook to introduce our fitness club and to inform our customers on any promotions we have. We will also create a website which provides all information on the fitness club such as the location, equipment, fees, promotions and classes offered.
Cost estimation: USD2000
· Health Magazine
We have identified two most popular magazines which are Mingguan Wanita and Maskulin which have a target audience of female between 20-50 years old and male ranging from 18-39 years old respectively. We believe that these magazines have covered the target group of people we are trying to reach.
Cost estimation: USD3000
· Branding
We will sell products such as t-shirts, mugs, fitness equipment, etc. which will carry our club name and logo as a method to spread the words. In order to make the logo looks attractive to people, we are planning on hiring professional to design our logo and give consultation in promoting our brand.
Cost estimation: USD3000
· Sponsorship
We will sponsor and support any health-related activities such as marathon, sports carnival and any health campaign organized in the city. We believe this is the best way to inform people about us as well as the best way to reach our target group because those who participate in this kind of event should be interested in joining our fitness club.
Cost Estimation: USD10000
Ambassador/Spokesperson
We are currently searching for icons or ambassadors who will promote our fitness club. These ambassadors would be selected among famous artists and sports figures who live a healthy lifestyle and can be icons to attract people to follow their footsteps.
Cost Estimation: USD5000
Promotion
· Student Price
Students will get special price when they present their student id. In this way, we hope to educate young people to live healthily and encourage them to exercise and be active.
· Free Session
We offer a free admission for our first time customers to allow them to try our equipment and see if they suit them. We will also have a free session of our fitness classes to those who interested and want to check them out.
· Membership
We have three types of membership which are platinum, gold and silver offered to our customers. Platinum members hold a year membership and can join any fitness class as they wish for USD50 per month. For gold members, they will be charged USD60 per month and hold a year membership but they will need to pay for any fitness class they participated. As for the gold members, they will need to pay USD80 per month, hold a 6 months membership and will need to pay for any classes taken.
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