This website uses cookies to ensure you have the best experience. Learn more

Marketing Essay

3127 words - 13 pages

Bounce Fitness Corporate
Marketing Plan
Executive Summary
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne,
helping them to become more productive, while lowering their overall costs with innovative wellness
programs and strategies.
Bounce Fitness is based on two simple facts:

1. Healthy employees are more productive than chronically ill employees.
2. It costs less to prevent injuries or illnesses than to treat them after they occur.
Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff
has been ill or injured, and then pay for the necessary treatments. The Bounce Fitness approach,
...view middle of the document...

The basic market need is the
reduction of corporate costs and the increase in employee efficiency that can be achieved through longterm wellness programs.

Market Summary
Bounce Fitness possesses good information about the market and knows a great deal about the common
attributes of the prized and loyal customers. This information will be leveraged to better understand who
is served, their specific needs, and how Bounce Fitness can better communicate with them.

Target Markets
Corporate Employees
Manufacturing Employees
Other

Market Analysis
Current
Potential Client

Year 1

Year 2

Year 3

Year 4

Growth

CAGR

Corporate Employees

35%

9,876

13,333

18,000

24,300

32,805

35.00%

Manufacturing Employees

15%

5,924

6,813

7,835

9,010

10,362

15.00%

0%

0

0

0

0

0

0.00%

28.57%

15,800

20,146

25,835

33,310

43,167

28.57%

Other
Total

Market Demographics
The profile for Bounce Fitness’s customers consists of the following geographic, demographic, and
behavioural factors:

Geographic
The immediate geographic targets are the cities of Brisbane, Sydney and Melbourne.
A 35 mile radius is in need of the services.
A total targeted population is 15,800 employees.

Demographic
51%:49% male:female.
The individual income range is $38,000-$75,000.
67% of the customers are single, 33% are married.
For the manufacturing customers, 43% have some undergraduate course work.
For the corporate customers, 83% have some undergraduate course work, 16% have undertaken
graduate course work.

Behavioural
Recognise the need to have physical activity in their lives.
Have incorporated some sort of exercise program in their daily/weekly routine for the last
several years.
Are willing to utilise fringe benefits that are offered by their employer as part of their compensation
package.

Market Needs
Bounce Fitness is providing their customers with a health care cost management program for employees
that will increase employee productivity and decrease overall business costs. Bounce Fitness seeks to
fulfil the following benefits that are important to their customers:

Customisation: Bounce Fitness will offer a totally customised solution for each company as well
as each employee within the company.

Convenience: Client will not use the service if it not convenient. Bounce Fitness recognises this
and strives to make their services as convenient as possible for the targeted client groups.
Result-oriented strategy: Bounce Fitness will need to improve a company’s bottom line in
order to attract and maintain customers. While Bounce Fitness will strive to address all of their
clients’ needs, the reality is that they must indeed provide significant value for the companies
themselves in order to grow their market share.

Market Trends
There are two significant market trends in the last five years.
Increased usage of fitness facilities on...

Other assignments on Marketing

Marketing Essay

6768 words - 28 pages INTRODUCTION TO MARKETING MARKET MEANING OF MARKET The term MARKET is derived from the latin word “MERCATUS” which means merchandise or a place where business is conducted. THUS MARKET WOULD IMPLY : * A place where goods and persons are physically present. * An assemble of people (buyers and sellers) * An area of operation * An act of buying and selling * A place where consumer’s wants are satisfied However in a

Marketing Essay

438 words - 2 pages Running Head: MM522 Marketing Plan Topic Course Project: Marketing Plan MM522 Marketing Plan Topic: Due Week One Complete this form and submit it to the Week 1 Marketing Plan Dropbox. Your instructor must approve your idea, and will give you feedback and suggestions if you need help. You have several options when choosing a product or service for your marketing plan. Consider choosing a new product for a new company (your own) or

Marketing

3903 words - 16 pages 1.1 Marketing Principles Unit 4 1.1 Explain the various elements of the marketing process 1 I. Situation Analysis 1 a. Identify the customer needs 1 b. Understand the firm’s capabilities 2 c. Marketing Environment................................................................................................................2 II. Marketing Strategy 3 Segmentation 3 Targeting 4 Positioning

Marketing - 704 words

704 words - 3 pages Name: Instructor: Course: Date: Impact of digital marketing in modern business Introduction Small and Medium Enterprises (SMEs) in Nigeria have been seeking a platform they can utilize to establish their brands in order to gain relevance and compete with large firms. With a population of at least one hundred and eighty million citizens, Nigeria has a wide variety of business opportunities. Currently, the country has been experiencing

Marketing - 1407 words

1407 words - 6 pages with the allocation of marketing budget she had, but what mix to go with for various marketing programs to use (in- pack premiums, trade promotions or advertising). To make matters complicated the manager was unsure what marketing mix to go with, since all the three mix were important for the brand. The paper will discuss the above issues faced by the company and explain various alternate solutions the manager can take to face

Marketing - 4598 words

4598 words - 19 pages Assignment 1 Case Study 2 Assignment 1 Case Study 2 Department of Mechanical and Manufacturing Engineering Faculty of Engineering EMM 5604 INDUSTRIAL MARKETING MANAGEMENT Lecturer: Dr. Siti Rahayu Hussin REZAWATI BINTI ISMAIL GS 38887 ALIMMI FUZAIL MAH HUSSIN GS 41031 KHAIRUDDIN HJ OSMAN GS 40244 REZAWATI BINTI ISMAIL GS 38887 ALIMMI FUZAIL MAH HUSSIN GS 41031 KHAIRUDDIN HJ OSMAN

Marketing - 745 words

745 words - 3 pages How do consumers respond to various marketing efforts the company might use? “Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Consumers make many buying decisions every day. Most large company’s research consumer buying

Marketing - 1098 words

1098 words - 5 pages Understanding Competition In this era of global trade, each company tries to defeat their competitors. A competitor is the rival. Practically, whenever one talks about competition, emphasis is placed on price, quality of product, customer service and other marketing variables. From the business person’s perspective competition refers to rivalry among firms operating in a market to satisfy the same need of customer. The businessperson’s major

Marketing - 1094 words

1094 words - 5 pages Introduction: You have recently joined as a marketing manager for a company that has been making a branded product X* for the past 10-20 years. The product has now reached its maturity and its sales have stabilized. The management is worried that the sales will soon start declining for this product. Before that happens, it wants to be prepared with its next plan of action. The management is thinking about either reviving the product or

Marketing - 1199 words

1199 words - 5 pages conversation with customers, across all their contact and access points, with personalized treatment for the dearest customers, to increase customer retention and the effectiveness of marketing initiatives. On the other hand Ricardom, (2006) on exchange relationship takes a wider view on customer relationship and sees it as a attitude to customers and to the organization itself, which dynamically integrates sales, marketing and customer care services to

Marketing - 1043 words

1043 words - 5 pages Product Development In order to successfully introduce a new product into the marketplace, it is important to know what consumers want and need. Likewise, it is just as important to position a product offering in the minds of customers in their target market in a way that consumers understand why the product the company is offering meets their needs better than other competitive offerings (Grewal & Levy, 2014). A marketing plan must be

Similar Documents

Marketing Essay 1759 Words

1759 words - 8 pages superlative physical qualities, most of which originate from the strong covalent bonding between its atoms. In particular, diamond has the highest hardness and thermal conductivity of any bulk material. Those properties determine the major industrial application of diamond in cutting and polishing tools and the scientific applications indiamond knives and diamond anvil cells. Marketing is the process of communicating the value of a product or service

Marketing Essay 1046 Words

1046 words - 5 pages ------------------------------------------------- Question - What is marketing process? Explain the steps in marketing process. Introduction The activities of marketers both reflect and shape the world we live in. Every year new products and services are launched and some of them succeeds on an unprecedented scale. As in the case of Apple's iPod, iPhone, and also iPad. They all are great inventions and highly successful in market

Marketing Essay 720 Words

720 words - 3 pages Marketing Jenny McFarlen MKT/421 Diane E. O’Brien October 19, 2009 Marketing is everywhere. There is not one single day that a person can wake up and not see an item that has been publicly marketed. The food we eat, the clothes we wear and the vehicle that we take to work everyday is a constant reminder of marketing and all the effort that was put into it for that product to become popular. Most jobs today have a form of marketing used

Marketing Essay 1659 Words

1659 words - 7 pages BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT Course name: ADVANCED MARKETING Assessment: Assignment 1 : Essay Students name: SARAH BINTI ISKANDAR FAIZ Preferred name: SARAH Student # 640996 3. What is the purpose and what are the benefits of the marketing philosophy? How does it differ from past traditional philosophies? Give company examples (with appropriate