TABLE OF CONTENTS

Sr. Page
No. Description No.
Chapter 1
  Marketing Vision  
Goals
Purpose
Picture
Gap Dashboard
Chapter2
Ideal Customer
Market Description
Chapter 3
Remarkable Difference
Differentiators
Chapter 4
Core Strategy
Core Branding Elements
Marketing Materials
Web Plan
Social Media Plan
Lead Generation Plan

Referrals

Lead conversion Plan

Service Experience
Loyalty Product/Service Offerings

WOW Process

Marketing Calendar

Sales Forecast
Marketing Training Game
 Chapter 1

Marketing Vision

This marketing plan is a means for Jamestown Sports and Fitness to

refocus its identity as differentiated from competitors in its market.
This will involve rebranding, refocusing activities, and redeveloping
many marketing materials in the coming six months. Follow up and
careful examination of results over the next three years will determine
whether this marketing direction is having the desired effect.

1.1 Goals

Personal Goals (Marketing Director):

 Devote 20 hours per month to monthly marketing theme

 Speak at 20 events in FY 2013

Business Goals:

 Achieve total revenue over $4 million in fiscal year 2013

 Register over 8,900 new customers in FY 2013
 Receive over 19,000 lead referrals in FY 2013

Tactical Goals:

 Reduce customer attrition rate to 20% by FY 2013

 Increase attendance rate of group sports activities to 75% of
customers in FY 2013
 Sign up 60% of customers to Face book application by end of
FY 2013

Strategic Goals:

 Achieve market share of 60% of Jamestown fitness and gym

industry based on Jamestown Business Times annual industry
reports
 Open a fourth location in FY 2013
  Achieve customer satisfaction level of 95% in FY 2013

1.2 Purpose

We want people to have fun getting the exercise they need.

Jamestown Sports and Fitness will refocus its activities on the belief
that exercise is more sustainable and enjoyable when undertaken with
others. At the same time, the social aspect of fitness should drive
membership to Jamestown Sports and Fitness in even greater numbers
as the business creates more opportunities for customers to exercise
with their friends.

1.3 Picture

The Jamestown Sports and Fitness member will bring friends and
family to work out with, but soon discover a wealth of team sports
options to participate in fun league play. The member will become
even more motivated to work out, although exercise will no longer
feel like work. Surrounded by old friends and new friends, it will feel
like play and the member will develop an attachment for the
Jamestown Sports and Fitness brand. In time, this individual will
encourage more and more friends and acquaintances to join JSF so
that they, too, can experience how exercise can become "play" rather
than "work".

1.4 Gap Dashboard

The gap dashboard will be examined on a monthly basis, except for

items which are only measured on an annual basis such as market
share. The dashboard is a direct quantitative representation of the
personal, business, tactical, and strategic goals established. The
Marketing Director will create actionable steps to rectify negative
gaps wherever they exist unless they are not leading to an overall
reduction in customer satisfaction and revenues. In those cases, the
Marketing Director may adjust the goals going forward based on the
current information available.
Gap Dashboard Year 1 Year 2 Year 3
Personal ( Marketing Director )
Hours devoted to marketing theme 240 240 240
Speaking engagements 8 14 20
Business
Total Revenue Rs2,56,245 Rs3,19,443 Rs4,20,184
New customer registrations 3,979 5,969 8,953
Lead referrals 9,948 14,326 19,399
Tactical
Customer attrition rate 24% 22% 20%
% of Customer attending group sports 45% 60% 75%
% of Customer on Facebook application 30% 40% 60%
strategic
Market share of Metro fitness industry 42% 50% 60%
New location added 0 0 1
Customer satisfaction level 90% 92% 95%
 Chapter2

Ideal Customer

The ideal customer for Jamestown Sports and Fitness is a 22 - 40 year old resident
of the Jamestown area, living or working within five miles of one of the clubs.
These individuals believe in the idea of fitness, but may find it hard to motivate
themselves for solitary fitness activities (such as running, biking, or working out
alone). To that end, this individual benefits from fitness activities with others or
when others are around.

2.1 Market Description

The characteristics of the Metro Sports and Fitness target market are:

 22-40 years old

 At least Rs40,000 per year personal income
 Professional/white collar occupation
 Lives or works within 5 miles of a MSF club
 Finds it difficult to motivate self to exercise alone or simply
prefer exercise with others
 Believes that fitness is important to health, Believes that fitness
and social sports activities are a good way to spend time with
friends.

Remarkable Difference

The remarkable difference of Jamestown Sports and Fitness is its

devotion to fitness as a social activity and the belief that individuals
are more likely to work out consistently when there is a social aspect
to exercise. All of JSF's programs and service offerings include this
social aspect. For example, even exercise machines which are used
alone are situated across from another individual so they can talk
while working out. The core message of Jamestown Sports and
Fitness is "Get in shape together" emphasizing the fitness goal
through social means.

3.1 Differentiators

The services of Jamestown Sports and Fitness are not unique from all
other fitness centers in the Jamestown area. However, they are all
positioned as social activities and a JSF social networking application
is used to help customers meet, keep in touch with, and plan exercise
activities with other customers.

Jamestown Sports and Fitness features:

 Numerous social sports groups both at the fitness clubs and in

other venues in Jamestown
 Exercise machines positioned to allow for and encourage social
interaction rather than solitary exercise
 Lounge area at each fitness club
 MSF Facebook application mentioned above

Core Strategy

The external marketing message of Metro Sports and Fitness is that

exercise is more enjoyable and easier to commit to when it is a social
activity. The message of "Get in shape together" is drawn out through
images and language that furthers this idea. The internal positioning
goal for the JSF staff is to see that customers achieve social results as
they are pursuing their fitness goals. This also influences staff
training.

Measurable results from this strategy are based on referrals brought

in, customer loyalty/attrition rate, and the attendance rates of group
sports activities.

 Increase new referred customers per existing customer to one

per year on average (some will not make referrals, while others
will bring in 3 or 4 new customers)
  Reduce customer attrition rate to 20% per year (only 1 out of 5
customers who starts a year will have ended membership at
year's end)
 Increase attendance rate of group sports activities to 75% (3 out
of 4 customers take part in a group sports activity within a
year's time)

Metro Sports and Fitness will seek to achieve these results by the end
of three years (2013).

Core Branding Elements

To redirect and refocus the MSF brand around the new concept of
"Get in shape together," the business requires work on the following
elements:

 Logo - designed to incorporate the social aspect clearly

 Images - Chosen from current customer images (with customer
release to use) showing group activities and socialization while
exercising. Where these images do not exist, a photographer
will be hired over the course of a week to attend group sports
activities and exercise sessions, with customer permission.
These images will be incorporated into the website, printed
materials, and video ads in Jamestown and within the clubs.
 Slogan - Will be changed to "Get in shape together" where it
appears on materials and website.

Product/Service Innovation

Metro Sports and Fitness service offerings include the following:

For Prospects:

 Free 3-Day Guest Pass for access to any of the club locations
 Free introductory session with a trainer/staff member who can
teach an exercise regimen, give a tour of the club, and explain
machines and service
For Clients:

 Standard membership - Monthly membership of $20 per month

for access to one location (registration fee of $40)
 Premium membership - Monthly membership of Rs 20,000 per
month for access to all three locations
 Activities including rock climbing, basketball, bowling, flag
football, inline hockey, kickball, soccer, softball, volleyball,
group fitness classes
 Nautilus machines, free weights, variety of cardiovascular
machines
 Supervised kid's room for additional fee
 Personal training with introductory price of Rs25,000 per
session for the first three session
 Price goes to Rs40,000 per session after that point
 Blocks of twenty sessions at 20% discount

For Premium Clients (those who have been members for one year and
have referred 4 or more new customers):

 Private group option allowing member to create their own

groups/teams of members for certain team sports
 20% first year discount to new referred customers

Price Rationale

The prices for Metro Sports and Fitness are set 20-30% higher than
independent gyms as the range of activities offered through MSF are
much more substantial. The price is in line with full-service fitness
club chains in other cities, so individuals moving to Mumbai from
elsewhere will not find the prices exorbitant, and will find the prices
lower than some cities (Delhi, Bangalore). Pricing is set with a
monthly membership fee as well as a one-time registration fee. This
additional fee gives room for MSF to offer promotions of one month
free or a lower registration fee from time to time to encourage new
customers or referred customers.
This year, prices will not increase, but they are set to rise 10% every
three years or so. Customers in the past have not cited price as a
primary reason that they left the business, so MSF feels its prices are
reasonable for what it offers and the target market of middle and
upper middle class residents.

Marketing Materials

Marketing materials for Jamestown Sports and Fitness include:

 Website
 Facebook application
 In-club videos
 TV ads
 Print ads
 Flyer ads
 Online text ads - Google pay per click ads
 Club signage
 Downloadable brochure (will not be offered as a printed piece
as part of the club's environmental initiative)

The website will offer a navigable tour of club services and activities,
allowing potential customers to easily skip to the areas of interest to
them (personal training, specific sports, social networking, etc). Over
the course of the coming six months, all materials will be redesigned
with the new branding direction in mind.

Web Plan

The Metro Sports and Fitness website offers the following pages:

 Home landing page with Flash introduction

 Join Now page
 Free Guest Pass page
 Refer a Friend page
 Group fitness schedules
 Group fitness class descriptions and images
 Sports group descriptions and images
  Personal Training page
 Locations descriptions
 Kid's room program
 Contact page
 Careers page for those interested in employment
 FAQs page

These pages are easily found through a top navigation bar and sub-
menus. In the coming six months, the website will be edited to include
the latest offers under the social initiative, images will be updated, and
the core message and new tagline will be integrated throughout. A
link to the Facebook application will be added so that customers can
take advantage of social networking with other customers.

Social Media Plan

The Metro Sports and Fitness Facebook page will ask customers to
install the application which facilitates the social initiatives of the
business. The application allows:

 Direct messaging between club members when both agree to it

 Discussion groups to promote new teams, look for team
members, or find partners to attend training, fitness classes, or
other activities with
 Matching service to provide potential matches between those
who are looking for workout partners (similar to a dating site's
functionality)

The social networking application will be a way for existing

customers to interact more deeply with each other and with the brand
of Jamestown Sports and Fitness. It will also allow customers to easily
share and promote JSF to their Facebook friends by making some
activities appear in their News Feeds. This will help customers seek
out friends, family, and colleagues as referrals, fulfilling their goal to
achieve referral rewards.
Lead Generation Plan

Lead generation methods for Metro Sports and Fitness include the
following:

 TV advertising
 Radio advertising
 Local newspaper advertising
 Flyers distributed at area establishments
 Search engine marketing - pay per click Google Ad words
 Referrals from existing customers
 Visibility of outdoor sports team activities
 Club signage and locations
 PR from local press about the business, its sports teams, etc.

Referrals

Referrals from existing customers are an extremely important part of

Metro Sports and Fitness lead generation. A referred customer is a
new customer who filled out a referred customer form signed by the
existing referring customer. Referred customers must still be
customers at the time of accounting to be counted (new customers
who register and then drop their membership are not counted). To
encourage these referrals, MSF will use the following tactics:

 New customers are informed of referral benefits in their first

orientation session and given customer referral forms
 During a customer's first 30 days of membership, they will
receive a reimbursement of their registration fee if one referred
customer enrolls (who maintains membership for at least one
year) offering an initial incentive to get friends to join
 Offer customers, after 1 year of membership and at least 4
referred customers, the opportunity to plan private sports
 groups made up of members of their choosing, rather than
joining onto teams made up primarily of strangers.
 One year after referral, if the referred customer is still enrolled,
the referring customer is given one free personal training
session

Lead Conversion Plan

Lead conversion begins with either a call, walk-in customer, or email

requesting membership information. Emails are responded to by
phone (a phone number is required for email inquiries) so are treated
like calls for the purpose of lead conversion methods:

Calls:

 A membership consultant will be available to take calls during

business hours or return the call within two hours. Emails will
be responded to within two hours during business hours.
 The membership consultant has the goal of getting the
interested caller to come to the club in person for a tour. They
do not attempt to get a prospect to sign up over the phone,
although they can take information and do so if the caller
expresses interest.
 Membership consultants will use a modified version of a script,
but will be trained to make it their own so that they do not read
as they describe the club's key service offerings.

Visits:

 For prospects who walk in or make an appointment to meet a

membership consultant, they will be given a tour of the club
 These prospects will be asked if they are settled on joining at
the end of the tour (trial close)
 If they are not sure yet, they are offered the free three day guest
pass to try out the club

Membership consultants are incentivized to sign up new members

and, even more so, to sign up the right type of members - members
who do not cancel within one year of starting membership and who
actively refer other customers. The membership consultant receives a
small base salary, commission on member enrollments, and bonuses
based on enrolling members who refer other customers, stay members
for years, and become "premium clients."

Service Experience

The service experience of Metro Sports and Fitness is consistently

examined through both proactive and reactive quality assurance of
facilities and staff. Customers will also be asked for service
improvements so that new services, activities, and classes are
guaranteed to be of interest to the current customer base. Finally,
customers are encouraged to remain members by additional benefits
which accrue after one year of membership.

Loyalty Product/Service Offerings

The primary loyalty offering for "Premium Clients" is the ability to

create their own sports teams and have full rights to admit the
members of the team. For customers who take part in team sports
activities, this will be seen as a major incentive, as they will be able to
create teams within the MSF sports leagues consisting of their own
friends and acquaintances, whether from the past or other customers
they have met at MSF. These clients will be able to name their teams
and receive discounts on ordering team t-shirts and other items from
local vendors. This will encourage these premium clients to refer even
more new customers so that those friends can join their teams (only
members may take part in MSF sports).

WOW Process

Metro Sports and Fitness will attempt to wow customers through

quality assurance of facilities and staff and by constantly listening to
customer interests for new service offerings and responding to these
with new service offerings every four months (three times a year).

Quality assurance of facilities includes daily checklists by

maintenance crew, more detailed weekly checklists for the
maintenance crew supervisor and a monthly checklist for the club
manager. Problems with machines or the facility can be logged at the
front desk, anonymously by note into a suggestion box which is
reviewed daily, or by phone to the maintenance support voicemail. All
of these items will be checked daily and examined physically in
twenty-four hours. Whenever possible, an email or call will be made
back to the individual who made the request to acknowledge that it
was heard and again when the problem is rectified. There is a goal of
97.5% functional machines at all times (meaning only 1 in 40 may be
out of order on any given day). Clubs that fall below this level will be
examined by the operations manager to determine where the problem
lies.

Staff performance reviews will occur twice per year and will be based
on customer reviews, peer reviews, and supervisor reviews. Results of
performance review can range from disciplinary action or additional
training to bonuses and raises. Staff performance reviews are initiated
if a failing grade is ever received by a customer in order to examine
this review and to rectify any problems.

Customers will be polled for new service offering ideas by email

every four months linking to a Web survey. These results will be
analyzed and a task group will be formed to come up with three
recommendations for new services or significant service
improvements out of these customer surveys. One, two, or all three of
these recommendations will be implemented in the clubs. Customers
who proposed the winning suggestions are rewarded with a year's free
membership which serves as an incentive for participation in the
survey. If more than one customer proposed the same winning
suggestion, a winner will be chosen at random from that group.

Through quality assurance and implementing customer suggestions

for improvements on a regular basis, MSF believes customers will be
consistently satisfied and even wowed by the club's services.

Marketing Calendar

On a daily basis, the Marketing Director will receive a report on

customer complaints, reviews, and suggestions to remain aware of
unusual items.
On a weekly basis, the Marketing Director will examine a dashboard
of marketing and sales results from the preceding week.

On a monthly basis, after the rebranding initiative is complete in a few

months, the Marketing Director will focus at lease twenty hours per
month to the marketing "theme" of the month so that there is
continued improvement to all programs. The Gap Dashboard will also
be examined at the end of each month to look at progress towards
goals.

On an annual basis, the Marketing Director will undergo an annual

review to examine the success and failings in meeting goals,
understand the reasons behind these success and failings, and create a
plan and goals for the next year.
Monthly
Months Marketing Theme

1 Promotion planning

Lead conversion/Sales methods

2
examination

3 Website

4 Staff orientation and training revision

5 Online advertising

6 Loyalty programs

7 Facebook application

8 Print advertising

9 WOW Process

10 Customer referral program

11 TV and radio advertising

12 Annual review and goal setting

Milestones
Advertising Start Date End Date Budget Impleme Department
nted By
Photo 1/3/2011 31/3/2011 Rs20,000 Photogra Marketing
sessions pher
Create new 1/4/2011 30/4/2011 Rs10,000 Ad firm Marketing
print ads
Create new 1/5/2011 31/5/2011 Rs10,000 Ad firm Marketing
radio spots
Create new 1/6/2011 30/6/2011 Rs5,000 Ad firm Marketing
vide ads
Launch ad 1/7/2011 31/7/2011 Rs25,000 Ad firm Marketing
campaign (6
months of
ads)
Total Rs70,000
Advertising
Budget
PR Start Date End Date Budget Impleme Department
nted By
Create 1/8/2011 15/8/2011 Rs5,000 PR agent Marketing
press
release
focused on
the new
initiative
Send press 15/8/2011 20/8/2011 Rs2,500 PR agent Marketing
release
Follow up 20/8/2011 15/9/2011 Rs5,000 PR agent Marketing
calls on
press
release
Total PR Rs1,2500
Budget
Direct Start Date End Date Budget Impleme Department
Marketing nted By
Create 1/10/2011 31/10/201 Nil Marketin Marketing
email blast 1 g
about new Assistant
referral
program
Send email 31/0/2011 15/11/201 Nil Marketin Marketing
blast 1 g
Assistant
Create 15/11/2011 30/11/201 Nil Marketin Marketing
corporate 1 g
offering Director
mailing &
target list
Send 11/1/2011 11/30/201 Rs1,000 Marketin Marketing
corporate 1 g
offering Assistant
mailing
Total Direct Rs1,000
Marketing
Budget
Web Start Date End Date Budget Impleme Department
Developmen nted By
t
Revise 9/10/2011 15/10/201 Rs5,000 Web Marketing
website 1 Firm
Create new 1/10/2011 30/10/201 Rs5,000 Web Marketing
Facebook 1 Firm
application
Launch 1/11/2011 15/11/201 Nil Web Marketing
Facebook 1 Firm
application
Total Web Rs10,000
Developmen
t Budget
Loyalty and Start Date End Date Budget Impleme Department
Referral nted By
Programs
Create new 15/8/2011 1/9/2011 Nil Marketin Marketing
referral g
forms Assistant
Staff 1/9/2011 30/9/2011 Nil Operatio Operations
training on ns
loyalty and Manager
referral
programs
Launch the 1/10/2011 15/10/201 Nil Marketin Marketing
new 1 g
programs Director
Total Nil
 Loyalty and
Referral
Programs
Budget

Critical Numbers

The CRM database for the business tracks the activities of potential
and actual customers, including their visits, promotions they take
advantage of, referrals they make, and their transactions. The
business's accounting software - QuickBooks - tracks the sales
numbers and interfaces with the CRM. Membership consultants are
responsible for updating the CRM database for the members they
oversee.

Sales Forecast

Standard and premium membership fees are calculated based on their

base value. Discounts or promotions applied are included in marketing
expenses and not as direct costs. Membership fees carrying a very low
ongoing cost. Registration has a higher cost due to start up activities,
membership packet, ID cards, etc. which are provided. Other revenues
are from personal training, the kid's room, and retail products, which
carry a higher cost per unit sold.

An attrition rate of 2% per month will decrease leading up to the third

year when we project an annual attrition rate of only 20%.
Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Standard Monthly Membership 35,928 46,707 60,718
Fees
Premium Monthly Membership 46,692 60,700 78,910
Fees
Registration Fees 3,979 5,969 8,953
Other Revenues 17,964 17,964 23,353
Total Unit Sales 104,564 131,339 171,935
Unit Prices Year 1 Year 2 Year 3
Standard Monthly Membership $20.00 $20.00 $20.00
Fees
Premium Monthly Membership $25.00 $25.00 $25.00
Fees
Registration Fees $35.00 $35.00 $35.00
Other Revenues $30.00 $30.00 $30.00
Sales
Standard Monthly Membership $718,562 $934,130 $1,214,370
Fees
Premium Monthly Membership $1,167,30 $1,517,498 $1,972,748
Fees 6
Registration Fees $139,275 $208,912 $313,368
Other Revenues $538,921 $538,921 $700,598
Total Sales $2,564,06 $3,199,463 $4,201,084
5
Direct Unit Costs Year 1 Year 2 Year 3
Standard Monthly Membership $0.20 $0.20 $0.20
Fees
Premium Monthly Membership $0.25 $0.25 $0.25
Fees
Registration Fees $17.50 $17.50 $17.50
Other Revenues $18.00 $18.00 $18.00
Direct Cost of Sales
Standard Monthly Membership $7,186 $9,341 $12,144
Fees
Premium Monthly Membership $11,673 $15,175 $19,727
Fees
Registration Fees $69,637 $104,456 $156,684
Other Revenues $323,353 $323,353 $420,359
Subtotal Direct Cost of Sales $411,849 $452,325 $608,914

Marketing Expense Budget

Marketing expenses budgeted here do not include the additional costs

delineated in the milestones chart detailing the costs associated with
the new branding initiative. The ongoing marketing expenses will
continue to drop as a percentage of sales as referral marketing
increases in efficiency.
Marketing Expense Budget
Year 1 Year 2 Year 3
Advertising $24,000 $28,800 $34,560
Sales Promotions $12,000 $14,400 $17,280
Marketing Training $6,000 $7,200 $8,640
Quality Assurance $6,000 $7,200 $8,640
Referral Program $18,000 $21,600 $25,920
Corporate Promotion $6,000 $7,200 $8,640
Public Relations $12,000 $14,400 $17,280
Website and Facebook $6,000 $7,200 $8,640
------------ ------------ ------------
Total Sales and Marketing $90,000 $108,000 $129,600
Expenses
Percent of Sales 3.51% 3.38% 3.08%

Key Marketing Metrics

A large number of leads must be generated due to a low conversion

rate which is common for the business (many interested leads go to
competitors or choose not to enroll after a free guest period). This
conversion rate is expected to improve, however. Many customers do
no more than pay their membership fee each month. Some will
purchase personal training, use the kid's room, or other transactions in
a given month. Referrals make up about half of new customer leads
and this number is expected to grow to 65% of leads.

PR mentions will increase due to the new social initiative and hiring
of a PR agent to send out press releases at least every other month
about new programs, successes, and the importance of a social context
to exercise. Testimonials are sought in customer surveys and 10% or
more are expected to be positive, usable testimonials to choose from.
Finally, the customer attrition rate will drop due to the effects of the
loyalty program.

Key Marketing Metrics

Year 1 Year 2 Year 3
Revenue $2,564,065 $3,199,463 $4,201,084
Leads 19,896 23,876 29,845
Leads Converted 20.00% 25.00% 30.00%
Avg. Transactions/Customer 1.26 1.22 1.23
Avg. $/Customer $31 $30 $30
Referrals 9,948 14,326 19,399
PR Mentions 51 60 70
Testimonials 199 239 269
Annual Customer Attrition 24% 22% 20%

Marketing Training Game

Marketing training is a vital part of both new staff orientation and

ongoing training. Especially in light of the new "social" initiative of
Metro Sports and Fitness, staff must understand how to promote this
aspect to prospects, encourage social interaction of current and new
members, and understand how social interaction can support a
member's fitness goals.

New staff orientation will include an overview of all current

marketing, the website, the Facebook application, and the reasoning
behind the new branding. Staff will be tested to make sure they
understand the tagline and how to explain it to customers. Current
staff will receive this same orientation in the next six months to bring
them up to speed with changes.

Ongoing training sessions will be held every six months for all staff,
from maintenance staff to membership consultants, to create
discussion around the "social" initiative and how it is working out in
practice. This training will be a means to refocus staff as well as to
learn from their experience with members.

http://blogs.wsj.com/indiarealtime/2011/01/28/india-journal-
living-in-mumbai-a-cri-de-coeur/

nighalo gheun dattachi palkhi

burno mars

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