THE UNIVERSITY OF THE WEST INDIES

Department of Electrical ECNG 6709 – Assignment 3

and Computer Engineering

Marketing Plan

Joule Gym – All Female Gym/Fitness Center

Jeremy Badal

813118035

November, 6th 2019

ELECTRICAL

& COMPUTER

ENGINEERING
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Table of Contents
Business Name .............................................................................................................................................. 3
Business Function ..................................................................................................................................... 3
Corporate Objectives .................................................................................................................................... 3
Business Strategy .......................................................................................................................................... 4
Mission Statement ........................................................................................................................................ 4
Vision Statement ........................................................................................................................................... 4
Market Characteristics .................................................................................................................................. 5
Major Product/Service .............................................................................................................................. 5
Major Market Segments ........................................................................................................................... 6
Competitor Analysis ................................................................................................................................ 10
SWOT Analysis............................................................................................................................................. 11
Strengths ............................................................................................................................................. 12
Weaknesses ........................................................................................................................................ 12
Opportunities ...................................................................................................................................... 12
Threats ................................................................................................................................................ 12
Segmentation .............................................................................................................................................. 12
Health Focused.................................................................................................................................... 13
Peak Performers.................................................................................................................................. 14
Casual Participants .............................................................................................................................. 14
Sport Focused ..................................................................................................................................... 14
Social Participants ............................................................................................................................... 14
Targeting ................................................................................................................................................. 15
Differentiation and Positioning ............................................................................................................... 15
4 P’s Strategy............................................................................................................................................... 16
Price ........................................................................................................................................................ 16
Product .................................................................................................................................................... 16
Promotion ............................................................................................................................................... 16
Place ........................................................................................................................................................ 17
Market Implementation.............................................................................................................................. 17
Location................................................................................................................................................... 18
Financial Plan .............................................................................................................................................. 18
Evaluation and Control ............................................................................................................................... 20
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Business Name

Joule Gym

Business Function

Joule Gym is the first Female-Only Gym in Trinidad. Our gym provides a safe, secure and confident

environment for female members. Additionally, Joule Gym provides healthy food options for members

and a daycare service for our members.

Corporate Objectives

It is our intent:

 To develop a culture of non-judgement and celebration of each other’s progress

 To create a supportive and inclusive culture, free from assumptions about identity and

appearance

 To empower persons to develop healthy training habits

 To provide high quality training facilities and coaching

 To provide fair pricing to customers, with value for money options

 To be a financially sustainable and stable organization

 To empower people to improve their own physical and mental well-being

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Business Strategy

Joule Gym intends to enter into a saturated market, providing a niche function. Currently, there are no

Female-Only Gyms in Trinidad and Tobago. This unique spinoff to a standard gym/fitness center is

expected to have remarkable results. Providing customers with a safe environment, once in which they

are not affected by gender pressure or roles. Beyond accommodating totally new customers, Joule Gym

expects to bring customers who are already members of other facilities. This will be done through our

unique offerings. The Female-Only facility coupled with a Healthy Food section for nutrition and well-

being are the main offerings. Additionally, a day-care center is also available. These offerings all

complement each other to provide a totally new, safe, comfortable environment for our patrons.

Mission Statement

We create a supportive and safe fitness environment for women by offering challenging, unique, and

interactive workouts that facilitate authentic relationships and drive members towards their health and

fitness goals. Joule Gym provides members with a secure environment, in which they can achieve their

health and fitness goals without gender pressure. Joule Gym will provide female centered equipment and

activities. Our gym creates an intimate, private environment focused on ensuring the comfort of our

members. Our gym emphasizes a holistic approach to well-being, with healthy food options readily

available for our members.

Vision Statement

To lead and support women in their quest of a healthy mind, body, and soul.
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Market Characteristics

This market is a consumer market, goods and services are purchased for consumption. Customers will be

able to purchase healthy food options, provided on the facility, as well as access our fitness facilities.

Additionally, the daycare service provides users with the peace of mind knowing their children are safe

while they engage in their health improvement activities. Based on our offered services, Joule Gym will

be specifically targeting females of all ages, all religions, all races, all class ranges.

Major Product/Service

As aforementioned, Joule Gym is a gym/fitness center for Females-Only. There is no age, religion, race or

class restriction. This gym facility will in no way be watered down, providing all functionality of any co-

gender gym. However, exercise equipment and activities will be female centered. Activities are chosen

based on scientific research and relevance to the female body.

There are 4 major sections to the gym facility:

1. Cardio Workout

2. Weightlifting

3. General Area

4. Yoga

Each section of the main floor is designated for specific activities.

Cardio Workout – this section has an open floor where customers can engage in trainer led aerobic

workouts. Additionally, there is a smaller section assigned for spin classes.

Weightlifting – light to heavy weights are housed in this section along with weightlifting machines.

Customers can exercise freely in this area, with minimal supervision. However, there are personal trainers

who walk the floor to support any customer if needed.

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General Area – this general area is an open floor where customers can exercise freely, working with

personal trainers on custom workout plans to meet unique fitness goals. Ellipticals are also kept in this

area for those casual users.

Yoga – A dedication section of the gym flood is designated for yoga activities. Group activities that are

instructor led are scheduled for morning and evening periods, however the area is open for free use during

the day and late night.

All personal trainers will also be female to provide the added comfort for our customers.

Major Market Segments

Segmentation is a classification of possible customers by varying characteristics. This is done to identify

and classify groups of customers, with similar requirements and demands for similar products or services.

This classification allows for more accurate, effective marketing with more efficient use of resources.

The major segments that Joule Gym addresses are:

 Income

 Geographical Location

 Religion

Income

Trinidad and Tobago has many stages of income, with the majority of the population within the Middle

Class. The Middle Class is so vast, it can be divided into an Upper and Lower section. Joule Gym offers

multiple payment options to appeal and satisfy all levels of income. Studies were conducted with varying

price packages. Competitors were also investigated to do comparisons of prices offered.

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Income Ranges

Low Upper Upper Middle Lower Middle Middle

Figure 1: Income ranges interviewed for possible interest in Joule Gym

Studies show that most persons interested in Joule Gym come from the Lower Middle to Upper Ranges.

Pricing strategies were built on this information.

Geographical Location

Studies were conducted to find the ideal location for Joule Gym. A simple questionnaire was done to test

the interest of females within the Central, North, East and South regions to a Female-Only gym. The results

are as follows:
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Interest in Joule Gym based on location

South North East Central

Figure 2: Chart showing the interest in Joule Gym based on location of participants

This information was crucial in choosing Joule Gym’s first branch. Using a location that will have the most

customers is of paramount importance.

Religion

Trinidad is a multicultural society, with varying religions. There are three major religious groups, Hinduism,

Islam and Christianity. There is also a growing number of atheist members. A questionnaire was done with

nearly 300 participants. The results are as follows:

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Religion

Christianity Hinduism Islam Non-Religious

Figure 3: Religious Factions interviewed regarding possible interest in Joule Gym

Although Joule Gym will have no religious background, it is important to properly understand the market

to avoid any infractions or disrespect toward any religious belief.

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Competitor Analysis

Joule Gym faces many competitors. The fitness industry has many established players with strong cliental

and offering. However, Joule Gym stands tall as the first and foremost Female-Only gym in Trinidad and

Tobago.

Evolution Gym – An established gym in central Trinidad, Evolution Gym has been around for almost five

years. This gym boosts a modern facility with an ideal location. This ideal location comes with a drawback,

there is little to no parking accommodation. Evolution also does not offer the wide range of female

centered activities, in some ways alienating these customers.

Fitness Center – a recent endeavor with multiple branches in South and North Trinidad. This new gym

boosts a modern design; however, the infrastructure is small and there is no specialized equipment. It

does not offer a 24-hour service, nor does it offer daycare services for children. These two key items are

offered by Joule Gym.

Fitness Zone - this facility offers daycare services for children of our customers. The location is not ideal

and does not allow for easy access nor is there effective parking facilities. A single location in East Trinidad.

Fitness Zone does not have a healthy food section for customers to purchase healthy options conveniently

nor can they sit and social after their workout routines. These services are provided by Joule Gym, key

factors that ensure customers get more out of their gym than just a place to exercise.
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SWOT Analysis

STRENGTHS WEAKNESSES

 First of its kind

 Centralized Location  Niche Market
 Affordable Prices  Smaller possible cliental

 Multiple Branches  Existing Gyms can copy

 Empower Females  Customer Loyalty to existing gyms

OPPORTUNITIES THREATS

Figure 4: SWOT Analysis

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Strengths
Being First of its Kind, Joule Gym will function as a trendsetter. Early Adopters will immediately join and
experience our offerings.

Centralized Location – Joule Gym will be ideally placed to accommodate central customers as well as
customers who travel to and from south Trinidad. Being mere minutes off the Uriah Butler Highway,
there is no major detour to visit our facility.

Affordable Prices- Joule Gym is competitively priced to ensure all ranges of income can utilize our
services. Membership ranges also appeal to more high-end customers to satisfy their needs.

Weaknesses
Providing services for Females-Only limits the number of possible customers. This can result in reduced
profits.

Opportunities
Based on profits, Joule Gym will be able to open and commission multiple branches. This type of gym
will empower females to strive for further excellence. We believe a healthy, safe environment is
paramount to success.

Threats

Larger, established gyms can copy the operating principle of Joule Gym. With a stronger cliental and
credibility, many gyms can threaten to poach potential customers of Joule Gym.

Segmentation

Joule Gym has constructed the following market segments:

1. Health Focused

2. Peak Performers

3. Sport Focus

4. Casual Performers

5. Social Participants

These segments best categorize the intended participants of Joule Gym. Each segment has unique needs

and require special services, all which Joule Gym will satisfy.
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JOULE GYM MARKET SEGMENT

Health Focused

Social Participants

Casual Performers JOULE GYM

Sport Focused
Peak Performers

Figure 5: Joule Gym's Market Segments

Health Focused

This segment contains consumers who will attend Joule Gym for health-related reasons, be it for health

improvement, strength or due to requirements by healthcare officials.

These consumers will benefit from personal trainers and relationships with staff. Coupled with the Healthy

Food options provided by Joule Gym, consumers will gain added value.
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Peak Performers

This segment appeals to persons who are highly motivated and disciplined. These persons are focused on

achieving personal goals for fitness and wellbeing. Peak performers will be attracted to our wide array of

equipment along with the accessibility to healthy food options, both that will assist in achieving and

bettering personal goals. It is expected that peak performers show extended loyalty and frequent use of

Joule Gym’s facility.

Casual Participants

Casual Participants are expected to visit Joule Gym with the intention of maintaining moderate fitness.

These participants will also be focused on general health improvement but are not expected to be as

driven as Peak Performers and Sport Focused users. Casual Participants are not expected to show

extended loyalty.

Sport Focused

This segment focuses on consumers who are heavily involved and sporting activities, using Joule Gym to

increase their fitness and strength.

Consumers are generally highly motivated and energetic.

Social Participants

This segment comprises of consumers who have moderate levels of fitness but will use Joule Gym to

satisfy social needs. Joule Gym being solely female, provides consumers with an opportunity to socialize

with persons of similar personality traits in a safe environment, with no external gender pressure.

Additionally, the Healthy Store offers consumers a place to socialize after their gym activities.
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Targeting

Joule Gym’s primary target for gym equipment training are ladies of all ages. Day care services are for

children (boys and girls) between the ages of 3 – 8. Our café provides healthy food options for both

children (ages 3 – 8) and women of all ages, for gluten free and vegetarians.

Based on research conducted, Joule Gym appeals to members of the Middle to Upper Class range.

A location will be constructed in Central Trinidad, using the Heartland Plaza complex. This centralized

location will capture residents within this region as well as customers who live in south Trinidad but work

in the Northern region.

Differentiation and Positioning

Joule Gym will position itself as first of its kind and a market leader. The specialty products offered will

differentiate Joule Gym from its nearest competitor. Joule Gym will appeal across all income ranges, all

religions, all races and all ages. Its female centered designed and accommodation will provide the peace

of mind and comfort that other gyms lack and deters many women from joining gyms.
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4 P’s Strategy

Price

Pricing was carefully developed to avoid alienating any income range. There are packages available for

each income range. These packages come in the form of memberships. Each membership would provide

customers with unique features and access.

Product

Joule Gym’s primary focus and product is the fitness center for Females-Only. This unique environment

will empower women whilst providing a safe and comfortable avenue for them to achieve their health

and wellness goals. Complimenting this feature will be a daycare service for children of our customers, so

they can have their children cared for whilst they engage in their fitness activity. Additionally, there is a

section within the gym dedicated for the sale and consumption of healthy food items. This area also serves

as a socializing zone for patrons to relax and meet other members. These offerings are in alignment with

the market segments previously discussed, with these services being of importance to those segments.

Promotion

Promotion of Joule Gym will primarily be done through Social Media. This avenue is extremely popular

with the modern market. Use of Instagram, Twitter and Facebook will allow Joule Gym to reach farther

and deeper than with traditional advertising media. Each account will be synced to allow seamless

transition and propagation of information to potential and active customers. This is in alignment with the

intended market segment of middle to upper income persons, who are more than likely to be heavy users

of social media.
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Place

Joule Gym’s first location will be in Central Trinidad. This was decided based on the information gathered

and shown previously. Central Trinidad has been identified as the area with the most interested clients,

thus a branch will be constructed in this area.

Market Implementation

Membership Packages

Joule Gym will provide special membership packages to ensure all income ranges are able to comfortably

afford our services.

Gold – offers full range to all fitness facilities, however there is no access to the daycare services.

Platinum – offers full range to all fitness facilities, with access to the daycare facilities for a maximum of 1

hour per day. Platinum members also receive designated lockers and laundry services.

Premium – offers full range of fitness facilities, with access to the daycare facilities for a maximum of 3

hours per day for three (3) children. Additionally, Premium members get a 20% discount on selected

healthy food items available at the store. Designated lockers at special locations are also available, with

laundry services.
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Location
Joule Gym will be located in central Trinidad, directly off the Uriah Butler Highway. This is done to appeal

to all customers in the Central region, as well as those customers who live in South Trinidad who work in

the northern region. These customers can visit our facility on their way to work or on their way home. As

previously shown, Central and South Trinidad have been identified as our highest potential customer

market by geography. This location is idea, being minutes off the highway, customers can easily detour

without seriously impacting their daily commute. Security at this facility is also of the highest order. Being

a Female-Only gym, security and comfort are our foremost priority.

Financial Plan

The initial capital cost for Joule Gym is relatively high. Approximately, $ 1,500,000.00 is needed to start

this business.

Table 1: Basic Financial Plan for Joule Gym

No. Activity Assigned Responsibility Required Estimated

Budget / $ TTD Duration

01 Rental Agreement with Heartland Project Manager 20,000.00 1 week

Plaza

02 Modification to rental space to Project Manager 600,000.00 8 weeks

facilitate gym infrastructure External Construction

Team

03 Procurement of Gym Equipment Project Manager 650,000.00 3 weeks

04 Procurement of Healthy Food Project Manager 75,000.00 2 weeks

stock
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05 Contracts for healthy food Project Manager 5,000.00 1 week

suppliers

06 Interviews for Personal Trainers, Project Manager 5,000.00 3 weeks

Daycare Staff, Administration Staff

07 Installation of Equipment Project Manager 30,000.00 1 Week

Construction Team

08 Marketing Project Manager/External 100,000.00 3 weeks

Marketing Team

Based on Table 1, to establish Joule Gym a total of $ 1,485,000.00 is required. Many activities can be done

simultaneously. Upon completion of Activity 01, Activities 02,03,04,05 and 06 can begin simultaneously.

Lastly, upon Activity 07 can begin. This is a crucial activity to ensure our Gym is properly marketed to our

potential customers. This is shown in Figure (7) in the Appendix. Joule Gym will require 3 months to be

completed and opened to the public.

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Evaluation and Control

Financial analysis will be conducted annually to verify profitability and calculate actual payback time.

Based on the findings, Joule Gym will decide if to expand, relocate, or eliminate sections of the current

offering. Deeper to this broad financial analysis, a profitability analysis will be done to see which sections

of the facility is profitable or not. This will further aid to decision making.

Efficiency Control will also be done to ensure products and services are being efficiently used and

purchased. Review of all contracts will be done annually. Based on these findings, Joule Gym will decide

on the way forward for each financial year.

Strategic Control will also be employed. This will look at the market and decide whether Joule Gym is

actively seeking and utilizing the most profitable sections of the market. Depending on findings, Joule Gym

will re-align its business core function.

Customer and Competitor analysis will also be frequently done to ensure Joule Gym remains active and

current with the competition and the customers. Customer feedback will be done monthly through open

surveys. Feedback will be logged and evaluated monthly.

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References

Assael, Henry. "Consumer behavior and marketing action." (1995).

Cohen, William A. The marketing plan. John Wiley & Sons, 2005.

Keller, Kevin Lane. "Building strong brands in a modern marketing communications environment." Journal

of marketing communications 15, no. 2-3 (2009): 139-155.

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Appendix A

Figure 6: Location of Joule Gym. Heartland Plaza

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Activity 01 Activity 02

Activity 03

Activity 07 Activity 08

Activity 04 Activity 05

Activity 06

Figure 7: Basic Network Diagram for completion