This Product and Service for Fitness about how to improve our health and social awareness.
Get There” fitness gym will provide fitness services to its consumers and will provide personal training services to customers at the affordable price. The gym will offer diet plan to its members and will provide food services to its customers as well. The food service will include smoothies; the gym will offer 50% discount vouchers of famous smoothie centres, so customers can avail those vouchers and can have smoothies at given discount. The fitness gym will attract both men and women, and it will offer Muay Thai classes to childrenand women that will include self-defense techniques. The fitness gym will provide personal training services to its customers and will offer different fitness programs as well.
To offer a proper workout session, customers will be evaluated on their progress and will be guided by their workout and eating plan. Safety of customers will be ensured by purchasing advanced and efficient machines that do not cause injuries. Some machines will be placed in acircle rather lining them, so people can enjoy the social environment and can have chat with each other. However, some will be placed in line form so people (most specifically working women) who are not comfortable to exercise in front of men can work separately.
Three shifts will be available to customers; it has been observed that household women do not feel comfortable to workout with men (Emirates Women, 2018). Hence, afternoon shift will be completely delegated to housewives, so they can easily do their exercise. Moreover, the fitness gym will offer childcare service to housewives. It will allow them to take part in fitness activities without worrying about their children.
Some of the competitors of Get There include TribeFit, Engine health and fitness, Iconic Fitness, and Fitness 360. However, some of the direct competitors that will be competing withGet Therein the location include:
FitRepublik fitness centre: Offers fitness services such as martial arts, CrossFitoption, aquatics, group, and studio exercises. The gym offers personal training services and kids’ activities as well.
Embody fitness: Provides personal training, semi-private training, small group classes, and ladies only training, and nutrition and lifestyle coaching.
These will be some major competitors of the gym at the location. However, Get There will maintain its differentiation by offering unique services to its customers that will help the business in its success.
Sales literature refers to the material that an institution writes or communicate to sell its products or services. The aim is to inform potential customers about the products/services and associated benefits (Sahadev, Purani and Malhotra, 2015). In order to drive sales, it is pivotal that appropriate strategies are selected. The fitness gym will use social media marketing to promote its brand and services, as it will help in driving sales. The most commonly used platforms will include Facebook, Twitter, YouTube, and website of Get There.The YouTube advertisements will be used to convey customer experience to potential customers. The gym will design a catalogue that will entail the description of services that a gym will offer. Get Therewill describe the benefits that customers will gain after joining agym. The catalogue will be three-fold that will include details regarding monthly fees and hourly sessions. The pamphlet will also elaborate on training programs, personal training services, and associated benefits (Chidziwa, 2014). Further, newspaper ads will also be the part of sales plan. It has been decided that the ads will be published in Sunday newspaper. The advantage of the technique will be wider access to customers. To attract children or encourage them to join Get There television advertisement technique will be used.
Sourcing is an important aspect of any business; inappropriate sourcing costs companies a lot. The business will make acontract with both regional manufacturers and wholesale suppliers. This will allow the gym to source advanced technology at lower possible prices with maintenance warranty. It will help the gym to reduce its preservation cost.
Get Therewill source personal training services and training programs by making analliance with best trainers of the town. It will contribute to improving the quality of services and attracting maximum potential customers. Hiring best trainers can cost the gym immensely; hence, it is decided that alliances will be made,so the ratio of 60 and 40 will be shared on the earned profit. However, if the sales improve Get There will later hire trainers rather sharing profit.
Get Therewill not compromise on technological advancements. The gym will procure best technologically advanced machines. The advantage of such machines will be that if instructors are not there, the machines will not be hazardous. The threat of injury will be lowest for customers. The new technologically advanced equipment includes modifications, new designs, and composite material that enhanced the durability of machines. The durability of equipment increased from treadmills to humble dumbbell; advancements in technology made gym equipment more versatile (Lee, 2017). The gym will provide digital connectivity to their customers so they can use theinternet while exercising, listen to music, watch movies and television, can monitor their heart rate, can keep apersonal log, and receive nutritional information.
The advanced technology will allow the gym to integrate machines with amobile app that will allow customers to keep their data safe (Lee, 2017). The advantages of this technologically advanced equipment will be that customers will be able to assess their details of past sessions. For example, the time they spent exercising, calories they burnt, and further efforts they need to make.
The fitness industry is highly competitive in the UAE; theneed of exercising is improving due to increased obesity issue (Hamdan, 2017). The wellness industry in Dubai faced an immense shift in 2 to 3 years (Hill, 2016). The culture of fitness in Dubai is increasing that encouraged the opening of new health facilities (Abbasi, 2018). Due to increased competition, it will be essential for the gym that it comes with new offerings later. For remaining competitive, it will be essential that services are introduced according to new trends. It has been detected that the population of Dubai is not getting healthier; they are stuck with the level of obesity that is two times higher as compared to global average. According to WHO approximately 70% men and 67% women from the age of 15 and older are perceived as overweight in the country. This is due to the fact that people do not go for exercise because they are not motivated. Hence, it is pivotal that gyms differentiate themselves from the competition. Simply offering services may not attract customers (Hamdan, 2017). Hence, it has been decided that the gym will include music to improve ambience; the gym will offer different healthy food options that will keep customers motivated to exercise. It has been determined that the demand for customized programs and exclusive training sessions is on increase and this trend will continue to increase. Based on this trend, the gym will start offering private yoga classes to its customers that will improve the gym’s sales.
Fitness market in Dubai is on its rise, the UAE government is keen to promote health and fitness activities in the country after realising this fact that physical inactivity results in 21% to 25% colon cancer and breast cancer. Even 27% people are facing diabetes and around 30% facing heart disease issues (D’Souza, 2013). Hence, the requirement of fitness facilities is improving with governmental support. Even, Dubai Sports Council, through launching a map representing sports venues in Dubai, promoting fitness culture among residents of the country. Such sorts of efforts are contributing in augmenting the level of fitness activities.
It has been realized that the improved infrastructure and increased awareness of fitness activities are promoting the growth of fitness activities that would result in increased sales of gym services. However, new entries will pose a significant threat to Get There. For coping up the competition and taking advantage of new offerings, the gym will have to meet customers’ needs.
Market segmentation refers to a procedure of separating potential customers’ market into different segments and markets based on certain customer characteristics. People divided into segments may share one or more than one characteristics. Segmentation can be done in different parts such as demographic segmentation, behavioral segmentation, psycho graphic segmentation, and geographical segmentation. Target market based on different segmentation strategy is explained below:
Age: Get There has an option to target people from the age of 4 to 60+. The gym will avail this chance and will target children from the age of 4 to people to the age of 35 and above.
Gender: The gym has an opportunity to target both males and females that will also include children. The gymnasium will avail this possibility and will target children, men, and women.
Income: The gym will target people from the monthly income of AED10000 and above.
Race/nationality/religion: The facility has an opportunity not to prefer any particular race, nationality, and religion. Hence, it is decided that discrimination will not be done and people of all nationalities, religions, and races will be attracted.
The gym has an opportunity to target people having theintention to get over obesity, prefer to spend healthy life, and want to get fit. These people care for their children and want to teach the ways of self-defence. The target audience includespeople who do not care about money; they pay even higher for quality services and keep track of their fitness level. These individuals like socialising and use theinternet while exercising.
Values:Get There has achance to target people who value fitness, seek for quality services, and do not prefer to compromise on their health. Individuals may also include people who want to be fit, but due to lack of knowledge and food preparation options, they are not able to get their goals. Hence, they seek options for full services. Individuals also include housewives who value fitness and want to look attractive; these are the women who want to be in shape even after having 2 and more children.