Launching of West Wood Clare Hall

Module Title: Marketing Management

Lecturer’s name: Emma Olohan

Students

Liliam Faraon - 2165893

Nicolette Csanda - 2166695

Ronke Bolarinwa - 2166324

Zyrafete Hoxha - 2165604

Word count: 1946

Date of Submission7th December, 2015

1

Table of contents

Service Profile..........................................................................................................................3

SWOT analysis.........................................................................................................................3

Potential customer analysis......................................................................................................5

Pricing strategy for the product................................................................................................7

One online and one offline promotional tool............................................................................7

6 months plan for the campaign.............................................................................................10

Launch of service into the market..........................................................................................11

References..............................................................................................................................12

List of figures

Figure 1.1: SWOT analysis …………………………………………………………………..4

Figure 1.2: AdWords……………...………………………………………………………….8

Figure 1.3: 12 day’s Pass……………………………………………………………………..9

Figure 1.4: 6 month media plan Launching of West Wood Clare Hall.….…………………10

2

Service Profile

West Wood Club is a private member’s sports facilities; currently the Group has 3

stablished and very successful unities:

West Wood Club Clontarf Rd, Dublin 3, located next to the Clontarf DART station,

the Club offers an enormous range of activities. The facilities include: an impressive 25,000

square feet of gym, ladies’ gym, Jacuzzi, steam room, sauna, SPA, Ireland’s first 50 meter

pool, a 12 meter climbing wall and running track, 22 premiere indoor and outdoor tennis

courts and “FitZone”. Other sports activities available to adult and junior members include:

basketball, boxing, indoor soccer, karate, kick boxing, martial arts, powerlifting, rock

climbing and weight lifting, it also provides a multi-level adventure area for kids of all ages.

The second unit is situated on the Leopardstown Racecourse in Foxrock, with more

than 17,000 square feet of gym equipment and exercise studios spread over three floors. The

unit was recently remodeled to the highest standards.

The third unit is located just meters from the seafront in Sandymount, it is a

luxurious adult-only boutique health club, the unit was also recently remodeled, it has a

specific program just for ladies called “re-form”, it is a “ladies-only” circuit based gym,

providing an alternative to the choreographed exercise classes, the club also provides a 25

meter heated seawater pool, sauna, Turkish bath and pool-side hydrotherapy spa.

In all Group, fitness classes available include the worldwide known ‘Les Mills’

programs, BodyPump, BodyBalance, and BodyAttack and Spinning.

Expert and very well trained staff are available to instruct and encourage all

members.

SWOT analysis

“A SWOT analysis identifies an organization’s internal strength and weakness as

well as threats and opportunities in the external environment. The aim of the analysis is to

revel competitive advantages analyze prospects, prepare for problems and allow for

development of contingency plans” (Fitzsimmons, J.A.: 44)

A SWOT analysis is beneficiary for a fitness Centre, as West Wood faces all sorts of

competitors and threats, the SWOT analysis provides a proper idea at the business current

situation, it plays a very important part in the process of strategic planning and execution

and it can also help to make strategic decisions for the long term future. Based on research

3

and on the last year’s survey it was possible to identify a few points, as follows (see Figure

1.1):

Figure 1.1: SWOT analysis

Strengths:

Brand’s reputation: Open since 1994 West Wood Club has built a reputation of being

one of the best Sporting Facilities in the country.

Professional trainers: West Wood built up a huge reputation with a wild range of

qualified personal trainers, who encourage and support members to achieve their

goals.

All 3 clubs can be accessed with membership card: Members of the club can access

any of the West Wood fitness facilities around the Dublin using their membership

card.

Party room for kids: Clontarf Rd and Leopardstown have party rooms for children,

available 7 days including bank holidays and free car parking.

4

Weaknesses:

Membership joining fee is €499, which is considered expensive, could lead into

losing members and also it is seeing as a complaint in the surveys.

On line presence: on line media is a powerful tool and it is an important way to

connect and engage directly with current and future customers, West Wood needs to

increase the communication through these channels.

Opportunities:

The growing demand of people who nowadays are more interested in getting fit and

eager to enjoy all the benefits of a healthier lifestyle.

Most advanced fitness equipment: West Wood is constantly researching and

acquiring new and modern equipment.

New markets: The company plans to launch a new branch located on the North side

at Clare Hall, the West Wood Clare Hall will cover the areas between Clontarf and

the nearest FlyeFit gym in Swords.

Threats:

Opening hours: West Wood gym is not open 24 hours, only open at 6am till 11pm.,

moreover there is a demand who wish to exercise early morning or late night.

Competition with other fitness clubs: there is an increase in competition with other

smaller companies, sometimes more flexible with operating hours, for example.

Potential customer analysis

Segmentation:

Geographical area: dividing the market by geographical area, where potential customers

live, chosen geographical segmentation (large, diverse market)

West Wood is a private members tennis and sports club established in 1994 with 3

locations: Clontarf, Sandymount, and Leopardstown. All the three clubs have a financially

well-developed customer base, as we speak about a wide range of services, which are highly

exclusive in terms of quality. Therefore we have decided to open another club on the north

side, because the two youngest clubs are located on the south side.

5

After careful observation, we have chosen the new place behind Clare Hall Shopping

Centre, where the Total Fitness Gym has been operated successfully for many years in the

past. The main reason, why we decided to locate the new gym in to this area was the fact

that after the closing down of the Total Fitness, a large geographical area left uncovered

without any sporting facility like West Wood. The nearest gym based in Swords called

FlyeFit, which is not professionally equipped, which means thousands of members would be

happy to use West Wood instead.

Demographic segmentation: involves dividing the market according to demographics

factors, i.e.: age, gender, education, and income. Event preferences: cultural events vs

sporting events. Advertising can be focused in particular media to reach men / women.

Income gives an indication of spending power. May also be based on family life cycle,

Young professionals, families can find everything to spend their spare time efficiently, as

the club offers ladies gym, tennis, squash, gym, swimming pool, spa, group fitness classes,

spinning, rock climbing, Fitzone, Montessori, just to name a few.

Behavioral Segmentation: based on buyers behavior patterns. Some behavioral segmentation

bases: The occasion when the buyer uses the product: When it comes to the main reason

why people use “Ww” we have to consider the following options: weight loss, general

fitness, professional athletes, health conscious parents and elderly members, body builders.

Benefits sought the buyer: convenient location, long opening hours, wide range of facilities,

reasonable membership prices, personal training. The rate of use (heavy to light to none)

Based on the usage of the other 3 clubs and the size of the uncovered area we can easily

predict a fairly rate of use.

Loyalty to a product (and /or its channel): The reason why there is a high chance that people

remain loyal to West Wood can be seen in its exclusive and unique services.

Psychographics Segmentation: based on social-cultural factors, including: social class,

lifestyle, personality and attitudes. This part of the city includes a big variety of social

classes which means that they possess different traits in terms of lifestyle, personality and

attitudes.

6

Pricing strategy for the product

To make sure all segments of potential members are satisfied West Wood offers

different options for membership to accommodate every age, lifestyle and all level of

fitness. The ones who would like to try the gym they choose the option: pay as you go for

25Eur. For those who were delighted with the service they can go for the peak or off peak

membership. The previous one cost 75Eur, the other one is only 55Eur.

Normally there is a 499Eur joining fee, which can be reduced according to the club’s

special offers and current marketing strategy.

One online and one offline promotional tool

Present:

Online: e-mail campaign, radio

Offline: 4, 7 and 10 day Pass

These methods were used by the company successfully in the past few years, E-mails

have been sent to potential members, who visited the gym or used to be a member. These

little reminders can capture the attention and generate more future customers.

Around 6 months ago the “Ww” radio started their broadcasting with a short ads

every 15minutes encouraging and motivating the members to make the most out of their

visit.

4, 7 and 10 day Pass: These complimentary passes are given to the new members to

facilitate to get more people on board.

Future:

Online: AdWords

Offline: Leaflets at supplement stores and “12 Days of Fitness”

AdWords: Whenever a member of the public is looking for a place to get in shape,

“Ww” makes sure their ad has a priority in the searching engines of the Internet. The Google

Ads are based on pay per click method. So the company only pays after each click or visit.

(See figure 1.2):

7

Figure 1.2: AdWords

Leaflets: Even though “Ww” has its own supplement store, they willing to cooperate

with the competitors on the market in order to gain a bigger share.

“12 Days of Fitness”: Discovering and involving the local businesses with “Ww”,

offering a card valid for 12 days given to the customers of the most popular local businesses.

As the club can offer special discounted membership rates to their staff, they can be

motivated to spread the word about the gym. (See figure 1.3):

8

Figure 1.3: 12 day’s Pass

6 month media plan for the campaign

Media planning is making decisions to deliver a specific message to a target

audience. Promoting media selection is the progression between choosing the most cost-

effective media and achieving the number of exposures to the audience. The process

comprehends: analysis, objective, strategy, implementation, evaluation and follow-up.

- Analysis: involves determining who the audience is (age, income, occupation,

sex, etc.)

- Objective: is the goal of the media plan, to stablish this objective it is necessary

to determine circulation, cost, frequency and penetration, it means how many

people will be reached by the advertising.

- Strategy: it is the decision of what type of media is going to be used, which

option will reach the largest amount of audience.

- Implementation: after the plan’s creation it is the time to get it started, is the

commitment to the media provider.

- Evaluation and follow-up: it is the time to evaluate results, to determine how

successful the plan is.

We decided to work on a 6 months media plan divulgation the Launching of West

Wood Clare Hall, planning media actions always emphasizing the attributes and differentials

of “Ww”, working specially on brand visibility, as follows (see Figure 1.4):

9

Figure 1.4: 6 months Campaign

10

Launch of service into the market

Launching a new product is a very exciting moment for any company, whether it is a

totally new creation or just an addition to an existing product the launching is a very

important and special moment.

We have decided to launch the West Wood Clare Hall in early January 2017, a list of

guests and special authorities will be put together and they will receive a formal invitation

through the post, also some points are going to be observed during the event:

- We are having all the staff members from all the branches of the health club in

the event, first of all the idea is to engage the internal public and give the

customers the chance to interact with advisors personal trainers, receptionists,

etc.

- Having personal trainers providing free mini lessons

- We are inviting a personality to come in and speak at the event

- Small prizes are going to be offered, such as T-shirts, sport bottles with West Wood logo on them

- We are giving away also free trial memberships and free monthly membership- As part of the media plan there will be advertise through radio, online and local

fliers- Foods served will also be healthy and consist of sandwiches, salads, fruits,

vegetables and healthy shakes and samples- A disc jockey will be hired to play workout music while guests check out the

facilities

11

References

Fitzsimmons, James A. and Fitzsimmons. Mona 2006. Service management: Operations,

strategy, and information technology. 7th ed. Boston, MA: McGraw-Hill

Harrison, J. P., 2010. Strategic Planning And SWOT Analysis, Essentials of Strategic

Planning in Healthcare. Chicago, Ill.: Health Administration Press.

Top 10 Marketing Tips for Gyms. Available at: https://www.marketingforgyms.com/top-10-

marketing-tips-for-gyms/ [Accessed 2nd December 15]

Westwood.ie. (2009) About Westwood Tennis and Sports Club. [ONLINE] Available at:

http://www.westwood.ie/about/about.php. [Accessed 29 November 15].

Westwood.ie. (2009) Our Clontarf Gym, Dublin 3. [ONLINE] Available at:

http://www.westwood.ie/Club/clon.php. [Accessed 29 November 15].

12