Below is the scenario, you need to read that and answer the questions at the end of this scenario:
Activity/Task
Fitness fast currently consists of eleven fitness centers throughout Dubai. Their goal is to expand to around 20 centers in Dubai before expanding to other Emirates. Currently, most of their fitness centers are operating at only 60% capacity. This means that they will greatly benefit from more customers (as most of their costs are fixed costs - in premises and equipment). As a result, they have budgeted just over $1m (which is a substantial amount for them) for an upcoming promotional campaign. Their problem is that they are faced with too many choices and are unsure how to structure their campaign. That's why they need your help/advice.
They have identified five different segments of people that are attracted to joining a fitness center. These segments are:

The firm is also unsure about what type of message they should communicate and the best way to present that message. To help them with their decision, they have constructed the following:

And, of course, the firm hasn't even considered the question of which media vehicles they should use. However, given their fairly limited budget, they are most likely restricted to:
Radio advertising
Local paper advertising
Local cinema advertising
Internet ads
Shopping mall promotions
Letterbox drops
Billboards
Taxis and buses
Publicity
Customer referral incentives
Which target market/s to pursue? (Limit to one or two for the simplicity of the activity)
Therefore, which appeal/s, message/s, and source/s to use?
Which media vehicles to use?
Outline why you think your plan is a good approach?

Proportion of Name of Needs Profile Segment Market Looking Good This group is attracted to 30% On average, this improve the physicallook of their body group is aged 18 to 35 and tend to be fairly dedicated to fitness - but they also like to party too Losing Weight As the name suggests, this This group is slightly older, 20% group is attracted to a fitness around 30 to 45 years. Their center to help them with their fitness dedication seems to go in cycles (that is, up and weight loss goals down) Just Surviving This is a relatively new This group is predominately 10% segment. They view fitness as aged 50 years plus. They vital to long-tem health and don't have ambitious goals, work out to help make their and are happy to do a light day-to-day life easier work out a few times a week This group see fitness center This group mostly consists of 30% Among Friends as a great place to make females aged 25 to 40 years, friends and meet people. who work part-time (due to children). They are reasonably committed to fitness, even though it is their secondary motivation the These people use Pushing Boundaries fitness This group is mainly aged 10% centers to help them achieve under 30 and are extremely goals in other areas (that is, committed to their fitness they play top level sports, or goals, eventhough they may engage in extreme or only use fitness centers on an endurance sports ad hoc basis