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
- Introduction
- Aspria Holding BV
- Company Profile
- External Factors
- Objective
- Target Group
- Strategy of Aspria
- Operational Plan
- Communication Techniques
- Timing Strategy
- Implementation of Marketing Activities
- Sales Promotion
- Billboards
- Costing
- Evaluation
Objectives and Key Themes
This document presents a marketing plan for Aspria Holding BV, a premium sports and wellness club located in Hannover, Germany. The objective is to increase the number of memberships by 10% by the end of 2019. This plan analyzes the competitive landscape, identifies the target audience, and outlines a strategy for achieving the desired growth.
- Market penetration strategy to increase market share
- Analysis of external factors influencing the health and fitness sector
- Identification and targeting of a specific demographic and psychographic group
- Communication and marketing strategies to highlight Aspria's premium positioning
- Evaluation of the marketing campaign's effectiveness
Chapter Summaries
- Introduction: This chapter provides an overview of the growing health and fitness market in Germany and discusses the competitive landscape.
- Aspria Holding BV: This chapter introduces Aspria, its history, and its premium positioning within the fitness market. It describes the Aspria Hannover facility, its offerings, and target audience.
- External Factors: This chapter explores the microeconomic and macroeconomic factors impacting Aspria, including PESTEL analysis, competitive landscape, and direct and indirect competitors.
- Objective: This chapter sets the objective of the marketing plan, which is to increase the number of memberships by 10% by the end of 2019. It also outlines the key message of the campaign: "Spend quality time while working out!"
- Target Group: This chapter defines the target group for Aspria's marketing campaign, focusing on demographic, psychographic, and behavioral characteristics.
Keywords
The key keywords for this document include health and fitness, premium sports and wellness clubs, market penetration strategy, target market segmentation, competitive analysis, and marketing campaign evaluation.
- Quote paper
- Anonym (Author), 2019, Marketing Communication Plan for a Gym. The example Aspria Holding BV, Munich, GRIN Verlag, https://www.grin.com/document/535675
