INTRODUCTION : I AM GIVING YOU THE SAMPLE ANSWER THAT IS SO MUCH COMMON IN INTERNET AND CHEGG ,PLEASE RE WRITE THIS 4.46 WITH SAME IDEA BUT DIFFERENTLY FROM YOURSELF ,NO PLAGARISM PLEASE,NO COPY PASTE PLEASE,TAKE IDEA FROM THE SAMPLE WRITE SAME THING DIFFERENTLY

SAMPLE ANSWER

Answer 4.46

Potential consumer market segments = The different types of the potential market segment can be as below=

Demographic segmentation: This is the most widely used segmentation method and it is also easy to implement. Different factors such as age, gender, education level, income and so on are used to segment the market. It is important for all of us i.e., men, women, children, old ages, rich or poor get fit and have a healthy lifestyle

Psychographic segmentation: The main focus remains on the vales, emotions, beliefs, interests, perceptions, and attitudes of the customers while segmenting the market. This type of segmentation can be used by the fitness center by focusing on the requirement of the customers to get fit while socializing with others and enjoy their fitness plan. With this segmentation, the fitness center can target by making individually tailored programs for special events. The center can market this plan to a different corporation, business houses, different employees of firms

Benefit segmentation: Phase 2 fitness center must be aware of the fact that different people will have different objectives to join the fitness center. Some will join for being fit, some for modeling some to avoid any disease, others for losing weight and so on. The phase 1 and phase 2 plan will be suited to address the different plans for the different customers who look to address their varied demands.

In my opinion, the main focus of Phase 2 fitness center should be on the benefit segmentation as currently most of the people have different objectives of joining the fitness center. By identifying these reasons, Phase 2 fitness center will be able to address the needs of the customers effectively.

140 Part 1 THE IMC FOUNDATION CASE 2 PHASE 2 FITNESS CENTER A The Phase 2 Fitness Center offered individually tailored exercise programs. llen Goldschmidt loves exercise and fitness. At age 42 he survived a cardiac scare in which doctors first believed a heart attack had taken place. Even though subsequent tests determined such was not the case, Allen was told that being overweight and in poor physical condition might at some point lead to an actual episode. In response, he moved from a sedentary lifestyle to an activity-based approach to keeping trim and healthy. After several months of developing his own program with the help of a fitness trainer, an opportunity arose. Allen was able to purchase a fitness center from an individual who was moving out of town and wanted to sell as much of the business intact as possible. Allen and his trainer created a system that they named Phase 2. Their idea was that Phase 1 was an under-represented aspect of staying healthy diet and lifestyle. They designed a pro- gram that encouraged members and visitors to eat right (low sugar, low salt, low fat, low calorie) but also to sleep in regular cycles and take steps to avoid the effects of stress, which can lead to other bad habits, such as alcohol abuse. Phase 2 would be the fitness aspect. The center would provide both individual training and group activities including Zumba and other exercise programs. Customers could create individually tailored programs for special events, such as marathon training or getting into a smaller sized dress or suit for a class reunion. Group activities would stress socialization and having fun as parts of getting fit. The building Allen purchased contained a walking track, a swimming pool, and a wide variety of exercise equipment includ- ing free weights, weight training machines, treadmills, and more specific devices such as Stairmasters. A dining area was added to serve snacks and light meals but also to provide a location for cook- ing classes to be taught by experts in quality nutrition. Allen was aware of the competition in his area. A Gold's Gym operated in the same city, as did a Curves, which focused on attracting women to a 30-minute workout program. He believed his combination of Phase 1 and Phase 2 would make it possible to stand out from the competition. He hired a local advertising and promotions company to help him find the right mix of people to become regular clients. 4-43. Explain each of the types of research presented in the chap- ter in terms of the Phase 2 Fitness Center. Which would you recommend? Why? 4-44. Discuss the potential consumer market segments that Phase 2 Fitness Center could serve using the information on con- sumer segmentation. Which segment or segments would you recommend? Why? 4-45. Are there any business-to-business segmentation opportuni- ties present? Why or why not? 4-46. What positioning approach would be most valuable to the Phase 2 Fitness Center? Defend your answer. 4-47. Explain the most viable marketing communications objec- tives for the opening of the Phase 2 Fitness Center. Then note how those objectives might change over time