Health and fitness are becoming increasingly important in contemporary society. The German population is being encouraged to improve their own health through communication media, health insurance and politics. This results in a rising trend to take part in more sport within the population. According to a survey by Forsa, every third German (33 %) is an active member of a sports club and every fourth German (24 %) regularly trains in a gym. The fitness industry benefits from this trend and the sector has great potential for growth.
Since there is still a great potential for growth within the sector, Aspria should focus on the market penetration strategy, according to Ansoff. This strategy involves the consolidation of their existing product (the gym) within the existing market to gain a higher market share within the fitness sector.
Therefore, the operational marketing objective for the following campaign is to increase the number of memberships. Using the SMART–Model, the objective can be stated as follows: Increase the number of memberships by 10% by the end of the year 2019. Within the following paper a comprehensive marketing plan will be developed in order to reach the objective.
Table of Contents
1 Introduction
2 Aspria Holding BV
2.1 Company Profile
2.2 External Factors
3 Objective
4 Target Group
5 Strategy of Aspria
6 Operational Plan
6.1 Communication Techniques
6.2 Timing Strategy
7 Implementation of Marketing Activities
7.1 Sales Promotion
7.2 Billboards
8 Costing
9 Evaluation
Research Objectives and Focus
This document presents a comprehensive operational marketing plan for Aspria Holding BV, aiming to consolidate the company's position in the premium fitness sector in Hannover. The primary research objective is to outline effective strategies to increase the number of memberships by 10% by the end of 2019 through targeted promotional activities and enhanced communication techniques.
- Market penetration strategies within the premium sports and wellness segment
- Segmentation of target groups based on demographic, psychographic, and behavioural characteristics
- Integrated marketing communication plan leveraging social media, out-of-home advertising, and sales promotions
- Budget allocation based on the percentage of sales method
- Evaluation frameworks for monitoring campaign performance and ROI
Excerpt from the Book
7.2 Billboards
After promoting the sports club in a newspaper, billboards are an effective way to use as a reminder advertisement. Showing two pictures with the greatest benefit of the sports club along with the short slogan of the campaign, combining sport with spending quality time, transfers the actual unique selling proposition of the sports club. As the target audience will most likely just pass by the message need to be kept brief and simple.
By using aesthetic, intelligent address to the target audience tension can be created which then wakens interest. With a brief additional text, which delivers information, desires are triggered. Moreover, a QR-code could encourage potential customers to respond directly by booking, for example, a trial session.
The oversized representation of advertisement is a good tool to select the target group in regard to geographical characteristics. However, to reach a high effectiveness of advertising the viewer should be penetrated with this specific advertisement several times. By using multiple contacts there will be an increase in brand awareness to the viewer as well as the likelihood for a purchase decision. Therefore, it is advisable to place several billboards within a radius of ten kilometres, in subway stations as well as close to main roads (Appendix L). It will be most likely that people who move within immediate vicinity, because of for example work, might become interested. In total, this medium has a reach of about 520.000 contacts but also a high wastage.
Summary of Chapters
1 Introduction: Provides an overview of the health and fitness industry trends in Germany and analyzes the competitive landscape using Porter’s Five Forces.
2 Aspria Holding BV: Introduces the company profile of Aspria and analyzes external microeconomic and macroeconomic factors affecting its business.
3 Objective: Defines the strategic goal of market penetration and sets a SMART-based objective to increase membership numbers.
4 Target Group: Details the segmentation of the target audience using demographic, psychographic, and behavioural characteristics.
5 Strategy of Aspria: Outlines the overarching strategy in the growth stage of the product life-cycle, focusing on the four Ps of marketing.
6 Operational Plan: Discusses specific communication techniques and establishes a seasonal timing strategy for the marketing campaign.
7 Implementation of Marketing Activities: Describes the execution of sales promotions and billboard advertising campaigns.
8 Costing: Details the budget planning for the annual marketing activities based on the percentage of sale method.
9 Evaluation: Explains the three-stage evaluation process to monitor campaign success and measure financial performance.
Keywords
Aspria, Marketing Plan, Fitness Industry, Market Penetration, Membership Growth, Premium Segment, Hannover, Sales Promotion, Billboard Advertising, Social Media, SMART-Model, Customer Segmentation, Brand Awareness, Campaign Evaluation, ROI
Frequently Asked Questions
What is the core focus of this marketing plan?
The plan focuses on implementing a market penetration strategy for Aspria Holding BV in Hannover to increase membership counts during the year 2019.
What are the central themes of the document?
The central themes include competitive market analysis, target audience segmentation, integrated marketing communication, and rigorous performance evaluation.
What is the primary objective of the campaign?
The objective is to increase the current membership base of 6000 by 10%, reaching a total of 6600 members by the end of 2019.
Which scientific marketing models are utilized?
The work applies Porter's Five Forces, Ansoff's Matrix, the SMART-model, PESTEL-analysis, and the Marketing Mix (4Ps).
How is the budget for the marketing activities determined?
The budget is calculated using the "percentage of sale" method, based on 8% of the previous year's gross annual sales.
What are the key characteristics of the target group?
The target group consists of health-conscious individuals aged 30-45 with high purchasing power and a preference for premium services.
How does the plan intend to use billboards effectively?
Billboards are used as a "reminder medium" in high-traffic areas like subway stations, featuring brief, aesthetic messages to trigger interest and prompt trial bookings via QR-codes.
What role does the "Bring a friend" promotion play?
It leverages existing members as brand ambassadors to drive new sign-ups, rewarding them with wellness treatments, thereby increasing persuasion through personal recommendations.
How will Aspria measure the success of the campaign?
Success is measured through monitoring membership growth, social media engagement metrics, customer surveys, and the return on investment (ROI) of marketing spend.
- Quote paper
- Anonym (Author), 2019, Marketing Communication Plan for a Gym. The example Aspria Holding BV, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/535675
