Promotional Tools for Mcfitness

Promotional tools for McFitness

Introduction

The fitness boom arising during the last half of the 20th century has created explosive growth in the health fitness industry. There is growing demand for fitness facilities and opportunities for working out at a gym, which is confirmed by the increase in memberships. In response to this growing demand, we have created a new up-market health and fitness club brand: “McFitness – Healthful fitness at any time!”

As the slogan suggests, it is a new chain of corporate fitness facilities which is not subject to time restrictions and can be used 24 hours per day. In addition, customers will be supported by highly-skilled physiotherapists in order to guarantee constitutional and professional workouts. In certain fitness facilities, wellness programs will also be included. McFitness will be positioned to cover the whole potential market. The target customers are defined as health-conscious and sportive individuals who are demanding a professional and healthful workout at any time. Consequently, in the marketing concept, it will be necessary to use promotional tools which are particularly attractive and focus on these clearly defined customers.

Promotional Tools

For the most effective promotion as well as reaching the target customers efficiently, a combination of advertising and sales promotion is included in the marketing concept.

In the first place, there will be a major advertising campaign to develop brand awareness. The media plan will concentrate on advertising in well-known fitness and lifestyle magazines like Men’s Health or Her Sports. Further, there will be three different kinds of TV commercials broadcast to reach the mass market. In addition, we will use billboard advertising and flyers. The posters will be positioned in the city centre and flyers to people at specific locations, such as at the beach. As some of our corporate fitness facilities offer specific wellness programs, one part of our advertising...