Integrated Marketing Communications Executive Summary 2022

Running head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
Name of the student
Name of the University
Author note

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Executive Summary

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Table of Contents
Introduction................................................................................................................................4
Discussion..................................................................................................................................5
SWOT Analysis.....................................................................................................................5
 Strengths......................................................................................................................6
 Weaknesses..................................................................................................................7
 Opportunities...............................................................................................................7
 Threats.........................................................................................................................8
Evaluation of Target Market..................................................................................................8
Determination of IMC Objectives........................................................................................10
Communications Objectives............................................................................................11
Sales Objectives...............................................................................................................12
Approach of setting Objectives of IMC...............................................................................12
Creative approach/ Message strategy...................................................................................12
Message Strategy.............................................................................................................13
Advertising Appeal..........................................................................................................13
Advertising Execution Styles...........................................................................................14
IMC options considered.......................................................................................................14
Direct Marketing..............................................................................................................15
Sales Promotion...............................................................................................................15
Personal selling................................................................................................................16

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Public Relations...............................................................................................................16
Advertising.......................................................................................................................17
Television.........................................................................................................................17
Newspaper........................................................................................................................17
Magazine..........................................................................................................................18
Outdoor/ Transportation...................................................................................................18
Internet.............................................................................................................................19
Social media.....................................................................................................................19
YouTube...........................................................................................................................20
IMC budget..........................................................................................................................20
Conclusion................................................................................................................................23
References................................................................................................................................24

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Introduction
Sports and fitness has emerged to be a booming business owing to the global trend
among individuals becoming health conscious (Chekhovska, 2017). In this aspect, a business
venture in this industry may prove to be successful owing to the vast potential customer base.
3D Fitness is a new chain of fitness centers owned by the sports and fitness enthusiasts
Naomi Gibbs and Nigel Ratcliffe. Ratcliffe completed his undergraduate degree in exercise
science and sports from UK after which he had become active in international triathlon
events. He also had the experience of working as a personal trainer. Gibbs belongs from a
middle class family; and has completed her Bachelor’s degree in Commerce from Sydney.
Naomi is also observed to be a sports enthusiast having represented New South Wales in
women’s soccer at the state level. After having worked in a fitness center during her years of
study, she was additionally offered an administrative position. For this purpose, she has work
experience in administrative and managerial roles in various fitness centers. Ratcliffe and
Gibbs met at an international triathlon event in Sydney, and owing to their shared interest in
fitness and sports, decided upon the venture of 3D Fitness.
The core of the business plan consisted of the gym facilities established in five
locations, along with associated facilities like fitness cafes, beauty and health salons. The
primary location for the fitness centers have been strategically chosen so as to the
requirements of the target market. The first location was chosen to be near the Sydney CBD
for the busy city based workers. The locations of the other five centers were chosen to be
based north, south, east and west in the suburban areas, namely Chatswood, Hurstville, Bondi
Junction and Parramatta. The fitness café were planned to be established alongside the fitness
centers for the purpose of creating a social space for individuals to bond with each other after
working out at the gyms. A variety of products would be made available in the café including

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light meals and other alternatives for quick nutrition boost after the sessions of exercise. The
health and beauty salons would provide the third dimension to the business plan, which
would provide therapeutic massages and other services.
Discussion
SWOT Analysis
SWOT analysis is considered to be a strategizing technique used to determine the
strengths, weaknesses, opportunities and threats of an organization. Such an evaluation can
aid the organization to analyze the various aspects of project planning and business
competition (Gürel & Tat, 2017). The identification of the external and internal forces
working upon the organization are also essential to determine the extent to which the targets
and objectives of the venture will be met. The following section will therefore provide a
SWOT analysis of 3D Fitness, in order to identify the key areas of strengths and opportunities
that can be built upon and the weakness and threats that the organization must tackle in order
to ensure its success in the market.
Strengths Weaknesses
 Advanced equipment and facilities
available at fitness centers
 Provisions of customizable packages
for the clients
 Wide range of items available at the
fitness café
 Highly trained staff at the fitness
center and health-beauty salon
 Healthy and clean and secure
environment
 Affordability of the clients
pertaining to prices for services
 Flexibility of promotion and pricing
 Customer turnover rate
 Unpopularity due to poor brand
identity
 Lack of customer satisfaction
pertaining to long term packages

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 Facilities like changing rooms,
toilets, showers and lockers in the
fitness centers
 Child minding services available for
clients with children
 Facilities of membership and free
trials
 Flexible operating hours
Opportunities Threats
 Increasing health consciousness
among individuals
 Long term fitness packages for
clients
 Use of advanced equipment to gain a
competitive edge in the market
 Provision of training by popular
personalities in the field of fitness
and sports
 Potential of sponsorships from
various fitness and sports events
 Potential partnerships in the similar
field
 Promotion of brand through
advertisement and other marketing
strategies
 Possibility of a slow-down in
economy
 Brand loyalty of the clients towards
other established competitors
 Change in the preferences of the
clients
 High prices due to costliness of
rental services
 Language barrier among the staff
and the clients in fitness centers in
regions with high Asian population
From the above provided table, the following deductions can be made regarding the
strengths, weaknesses, opportunities and threats for 3D Fitness:
 Strengths – Strengths refer to the internal resources and attributes that bring about a
successful outcome for a business venture of an organization (Stavroulakis &
Papadimitriou, 2017). The various strengths that could be observed in the case of 3D

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Fitness includes the use of advanced technology and facilities available at the fitness
centers in the urban and suburban areas. Such facilities include the use of gym
equipment and machinery of the highest quality provided by the recognized brand
Healthstream. Furthermore, the fitness centers and other facilities of 3D Fitness is
made accessible to the customers through strategic planning of locations. Other
provisions of the business plan include additional facilities for the customers, which
are offered at affordable prices. 3D Fitness aims to provide three-dimensional services
to the customers and for this purpose, they also intend to provide for the requirements
of clients with children. The flexible operating hours and highly trained staff also add
to the benefits given to the clients.
 Weaknesses – The analysis of the weaknesses faced by a business venture helps in
the evaluation of the internal resources and attributes that prevent its successful
outcome. The evaluation of the weaknesses in the planning and strategizing of the
activities undertaken by 3D Fitness is essential to determine the key areas which need
improvement. The weaknesses of the venture includes factors pertaining to poor brand
identity and lack of customer satisfaction in long-term fitness packages. As 3D
Fitness is a new entrant in the sports and fitness industry of Australia, they must
strategize means for promoting their brand efficiently so as to gain a competitive
advantage.
 Opportunities – Opportunities refer to the external factors and resources that can be
capitalized by the organization so as to gain an advantage from them (Phadermrod,
Crowder & Wills, 2019). The trend of increasing health consciousness among
individuals is a major identifiable opportunity for 3D Fitness. Moreover, the provision
of various facilities to the customers including long-term fitness packages and scope
of bonding among the clients of the fitness centers. Other opportunities for the