Report: Marketing Mix Analysis and Recommendations for Bounce Fitness

This report provides a comprehensive analysis of the marketing mix employed by Bounce Fitness, a fitness center operating in Australia. It examines the company's product offerings, pricing strategies, distribution channels (place), and promotional activities. The analysis delves into the strengths and weaknesses of each element of the marketing mix, evaluating how effectively Bounce Fitness caters to its target market and achieves its business objectives. The report also includes recommendations for improving the company's marketing performance, such as suggestions for enhancing its website, expanding service offerings, and refining promotional strategies. The report uses the 4Ps of marketing to analyze the current market position of Bounce Fitness, offering insights into its competitive landscape and potential areas for growth and optimization. Finally, the report concludes with a summary of the key findings and recommendations, providing a concise overview of the analysis conducted.

Running Head: MARKETING MIX 0
Marketing Mix
(Student Name)
2/29/2020

MARKETING MIX 1
Table of Contents
Introduction......................................................................................................................................2
Marketing Mix.................................................................................................................................2
Recommendations............................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

MARKETING MIX 2
Introduction
Bounce fitness in 2001 was founded by Margaret house with a single aerobic room. However, it
has grown over time and now has four fitness centers in Brisbane, Sydney, Perth and Cairns. The
gym offers excellent health and workout facilities in Australia. It provides nutrition, coaching
and other similar services to improve health and fitness. Every three years the company updates
its equipment and offers unique services. The center, where technical training equipment is
offered, provides a better atmosphere with music, aerobic classes and other rotating classes
(Bounce fitness , 2020) .
In the following part there will be detailed analysis of the marketing mix that the company has
adopted as well as the way they can enhance its performance to the certain extent.
Marketing Mix
Product
Bounce fitness offers all the facilities according to customer needs. The key providers include
tailor-made programs to improve people's wellbeing and health. It used various facilities to
provide different customer support. Bounce fitness also offers services through open health
courses, without regular services. They also provide online fitness program in which at home you
can take classes. They also provide additional services of spa, steam bath etc. There are various
product like nutrient products has been provided by the Bounce Fitness and sell at a very
nominal price to increase the customer base of the company.
Price
It offers mixed pricing services where some of the facilities are sold at comparable prices as a
contrast with other fitness centers. It also charges a premium price for special services such as
exercise related to a particular health issue or the bodybuilder, etc. They provide personal
training for which extra amount is taken from the clients. The company provides heavy discounts
on occasions and on the new year eve for the full year membership programs. The price of the
gym membership is little high in comparision with their competitors in the market.

MARKETING MIX 3
Place
In Brisbane, Melbourne, Perth and Cairns, it has four main centers in Australia where it delivers
various services to customers or consumers. It also has its official website, where the company
provides users with required advice for their health and they can also register to join the gym via
website. It is located in premium places of Australia. The company is now located worldwide as
through their franchise model that helps the company to increase their business to the worldwide.
Promotion
This continued with below line tactics that give discounts to customers to join the gym and full-
year membership at discounts etc. It also used promotional activities as an advertisement in four
regional newspapers and also through the organization of fitness programs in these cities. They
have also referral program in which both existing and new customers get extra membership
months. The company do promotion through their various partners by providing gym vouchers
on purchase of their product that helps the company to make a brand value as well as the
customer base (Bounce fitness Bounce fitness, 2020).
Recommendations
 The higher management of Bounce Fitness marketing team can boost gym membership
sales by supplying consumers with more services such as free trials prior to membership,
which are not provided by their rival gyms in Australia.
 Bounce Fitness should invest money in the creation of a good website capable of
providing accurate and trustworthy information about the company's services, expert
areas and testimonials. Bounce Fitness will create a good and fascinating website design
with software development experts, which can draw more clients than the existing ones.
 Bounce and Fitness must also focus on the additional facilities other them gym like
swimming activities
 The marketing team will update regular gym routines, pictures of workout sessions and
correct advice in the Anytime Fitness page.
 They must give additional discounts to adults and children as others gym are providing.
 Customer support facilities required to be improved (Datta Ailawadi and Heerde, 2017).

MARKETING MIX 4
Conclusion
The above analysis shows that Bounce Fitness has a better market place in which it provides the
clients with different fitness services. It has been studied that Australian people are becoming
more health conscious and there is a big trend to enter the gym. In addition, it also offered an
insight into the product mix and segmentation strategy.

MARKETING MIX 5
References
Bounce fitness -, ' About Us, ' Bounce Fitness [Web document] (2020), <
https://bouncefitnessisawesome.weebly.com/about.html >, accessed 29 February 2020.
Datta H, , Ailawadi K, and Heerde H, ' How well does consumer-based brand equity align with
sales-based brand equity and marketing-mix response? ' (2017) 81/03 JOURNAL OF
MARKETING pp. 1-20
Fitness Center Management, ' Bounce Fitness [Web document] (2020), <
https://bouncefitness.com.qa/fitness-center-management/ >, accessed 29 February 2020.