Cheryl Rafuse Charles DeRupe Andrea Holt Hannah Fleishman BodyScapes Group 1 SWOT Analysis Strengths ● 8 studios (accessible

) ● private/exclusive ● modern ● know target audiences (need less effort in identity/branding) ● sustaining customer flow ● large variety of classes ● well-trained/top of the line trainers/employees Weaknesses ● expensive ● no childcare ● low amenities/small space

Opportunities ● many possible target segments ● raise awareness in concept of “body as an investment” Threats ● high prices/niche community ● seasonal customers ● surrounding gyms at competitive prices ● people becoming more frugal ● growing influx of high end gyms (more competition)

Target: People interested in personal fitness who make the commitment to a scheduled training regimen. Primary: Women 35 – 55, residing in affluent urban and suburban neighborhoods. Secondary: Males 40+ trying to “get back on shape” or reacting to a health-oriented situation.

From a psychographic or lifestyle standpoint, certain points in time (life stages) cause people to gravitate toward personal training… • Empty Nesters…kids are grown up and gone – not as active as before, need to be physically challenged. • Injury/Sickness Victims…I’ve been hurt, I have cancer! • Divorcees…I’m back in circulation, I need to look good • New Mothers….need to get back in shape

Media Vehicles: ● Improper Bostonian magazine 16,200 ● Boston Magazine 18,990 ● Google Ad Words 4,810 ● Out of home mobile advertising 20,000 ● NPR 100,000 ● MBTA 40,000 Self (if customized regionally) ● Sports Illustrated (if published regionally) ● boston.com ● Prevention magazine ● Event Marketing ● Added Value Promotion ● Men’s Health ● Men’s Fitness ● GQ ● affluent men - the economist

The Improper Bostonian 6. COLOR RATES

CMYK spot color,, per page, extra

300

1 ti 4-Color: Spread 1/2 page spread 1 page 2/3 page 1/2 page 1/3 page 1/6 page 34,540 18,300 17,500 13,700 9,850 7,950 5,050

6 ti

13 ti

25 ti

31,450 16,950 16,200 12,800 9,500 7,600 4,750

28,500 15,250 14,550 11,550 8,550 7,050 4,600

25,000 13,450 12,800 10,300 7,750 6,300 4,050

Boston Magazine

6. COLOR RATES

1 ti 2-Color: 1 page 2/3 page 1/2 page 1/3 page 19,8 00 14,8 40 11,8 70 8,83 0

6 ti

12 ti

18 ti

24 ti

18,9 90 14,3 00 11,5 10 8,54 0

18,1 30 13,5 20 11,0 90 8,30 0

17,5 80 13,0 30 10,6 10 7,95 0

17,2 20 12,8 50 10,3 10 7,63 0

2-Color Rates based on black and 1 process color Additional process color, extra Standard PMS color, extra Metallic color, extra 540 2,250 2,250

• Google AdWords....414*CPM fixed/wk whatever we have left and then divide LAST • MBTA Rates....station posters $20,000/month • NPR....$185*GRP WEEKLY NUMBER AFTER MATH, not more than 10,000/wk mid aug, 2wk; 3wk in sept, 3/oct, 2/nov. - $100,000 • JC Decaux.....same as MBTA - $20,000/month Situational Analysis - H SWOT -H Target, lifestyle snapshots, demo, psychog - CD Budget - CAR media flow chart -CAR evaluation/measurement - A SITUATIONAL ANALYSIS ● ● ● ● SWOT How Bodyscapes Fitness began Bodyscapes Fitness’ philosophy: fitness is personal Pricing ($70 to $90/month or session) Competitors: Planet Fitness, L.A. Fitness, Equinox

Strengths
● ● ● Private/exclusive Modern Known target audiences (need less ● ● ●

Weaknesses
Expensive (at least $70 a month) No childcare Low amenities/small space

● ● ●

effort in identity/branding) Customer loyalty Wide variety of classes Well-trained/top of the line trainers/employees

Not flexible with pricing/billing

Opportunities
● Raise awareness in concept of personalized fitness ● ● ● ● ●

Threats
High prices/niche community Seasonal customers Surrounding gyms at competitive prices People becoming more frugal Growing influx of high end gyms (more competition)

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