McM 441 - Anaerobic Gym

ANAEROBIC GYM

MCM 441

Assignment 1

IMC Plan

Mishari

CONTENT PAGE

1. Executive Summary ……………………………………………………………………3

1. Section 1 ……………………………………………………………………………….4

1. Introduction ……………………………………………………………………………4
2. Situation Analysis – External ………………………………………………………….4
3. Situation Analysis – Internal …………………………………………………………..5

1. Section 2 ……………………………………………………………………………….6

1. Communication Objectives ……………………………………………………………7
2. Creative Strategy ………………………………………………………………………7
3. Media Strategy …………………………………………………………………………8
4. Budget ………………………………………………………………………………….9
5. Monitoring & Evaluation ……………………………………………………………..10

1. Executive Summary

Our business idea is to open a gym that will provide worldwide and state of the art equipment with professional trainers from different countries holding certified fitness degrees. Anaerobic Gym will be unique and different from all other ordinary gyms in Kuwait. We choose this name because our main objective is to create new lifestyles, changing the meaning of fitness and suiting every member’s health and lifestyle. This report looks at the external as well as the internal situation analysis in order to search for effective and efficient marketing and advertising campaigns. Within the health and fitness industry, there are numerous gyms in Kuwait hence it is vital that we analyse our competitiveness within the market. Some of our competitors in Kuwait include Oxygen Gym, The Champion Health Club, Five Gym, and gyms of major hotels such as The Hilton, Palms, Crown Plaza, and Holiday Inn. Some of these competitors may have a direct or indirect impact on our proposed business. Moreover, a PEST and Swot analysis will also be conducted in order to identify the environmental situation, our strengths, weaknesses, opportunities, and threats. Knowing this will enhance our advertising and marketing campaign hence gaining a competitive advantage within the market. Our communication objectives are to increase awareness, to reach target audiences, and to increase Web traffic by 25%. For the creative strategy, effective marketing is vital to the success of any business. In order to achieve this, careful, systematic research needs to be done by the company. The marketing activities of a company are usually aimed at its target market. Market research is important as it will enable our business to gain information about current market trends, competitors, the demographics, spending traits of customers, and the ability to satisfy the wants and needs of our customers. Different types of media platforms will be utilized to market our business effectively. We have chosen newspapers, the radio, Facebook, Instagram, and Twitter as media platform strategies. Media placement refers to the method of placing your ads in various forms of media. Consumers and members of the gym are therefore able to get our advertising via these platforms as mentioned above. The forms of advertising we will be utilizing include above-the-line (ATL) as well as below-the-line (BTL) advertising. ATL ads are measurable ads which involves media platforms such as radio and newspapers. BTL advertising that will be used include flyers, brochures, and banners. It is important that consumers know exactly who we are and what products and services we offer. Media coverage and placement will therefore enhance our presence within the competitive market. A schedule and calendar have been designed in order to indicate how and when the money will be spent. It is important to measure and evaluate the effectiveness of marketing and advertising campaigns for Anaerobic Gym. Effective monitoring will take place in the form of updating and upgrading our social media platforms such as Facebook, Instagram, and Twitter. Feedback from customers will be evaluated and acted upon in order to ensure that their wants and needs are met. This will be done by means of questionnaires and word of mouth.