BX2082: Integrated Marketing Communications Plan for 3D Fitness

This report presents an integrated marketing communications (IMC) plan developed for a new fitness center chain opening three outlets in Singapore. The plan begins with target market identification, focusing on the demographic, behavioral, and psychographic segmentation of potential customers, particularly young adults and working professionals in tier 1 cities. The report then outlines specific IMC objectives, including gaining initial consumer sign-ups within the first three months, achieving a break-even point within 1.5 years, and securing a 3% market share within the first year of operation. The marketing strategies involve a penetration marketing approach, utilizing both digital and traditional media, consumer engagement activities, and customized services. The report also addresses budget allocation, emphasizing the importance of staying within the allocated budget for the marketing program, and includes references to relevant marketing literature.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
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1INTEGRATED MARKETING COMMUNICATIONS
Target market identification
The target market for the new fitness centre will mainly comprise of the population in the
tier 1 cities in Singapore. The consumers have been segmented based on their demography,
behaviour and psyche (Schultz, 2017). It means that in terms of their demography, the consumers
having higher disposable and mainly belonging to the millennial generation has been chosen as
the consumers. Moreover, the consumers that are health conscious and will to live a better life
has to be targeted. There are numerous consumers that are facing problems with obesity and are
not able to manage their lives effectively should be taken into consideration. These consumers
are high end consumers working in corporate sectors having less amount of time to look after
their physical fitness and have been living in tier cities. These consumers have higher disposable
income and are above the average income of the population in the country. Therefore, the
organisation focuses on using niche marketing to develop their own niche target segment where
the consumers will be provided customised services based on their individual needs.

2INTEGRATED MARKETING COMMUNICATIONS
Segmentation of 3D Fitness
Geographic
Country Singapore
Climate Tropical
Demographic
Age From 20 to 40 years old – Young adults and working adults
Income S$4,000 – S$6,000
Family structure All family structure
Gender Male and Female
Race All races included – Chinese, Malaysian, Singaporean and others
Psychographic
Psychographic
profile
Healthy lifestyles and better appearance
Behavior
Benefits Health – by joining some classes or doing exercise with machines with
personal training in order to maintain our health.
Special Occasions
Users
Social engagement or meetups
Regular Users Gain muscle, maintain health, and exercise

3INTEGRATED MARKETING COMMUNICATIONS
Determination of IMC objectives
The new fitness centre is expected to develop an aggressive marketing campaign to gain
popularity in the market and increase their brand awareness. At the initial stage, it is essential for
the company to develop communication strategies that connect to the target audience effectively
and they are able to understand the role, the fitness studio wants to play within the lives of the
consumers. In this first, the company has set a budget of $1.5 million to manage rent, salaries
and additional marketing expenses. Therefore, based on the budget developed it can be said that
the company wishes to go for penetration marketing strategy to gather as much consumers as
possible (Srivastava, 2018). Therefore, the objectives chosen in the integrated marketing
communication plan are to make sure that atleast 100 consumer sign up for different programs
within all three fitness studios within first three month of operation. It implies that the fitness
studio aims to reach a consumer base on 300 within the first three months. The objective also
ensures that break-even point is reached within 1.5 years so that the company can start making
profits after one and half years of operation. The IMC will also focus on the use digital
marketing and traditional marketing medium to reach majority of the target consumers. This
would include consumer engagement activities for making sure that the interested consumers can
communicate freely and to promote the different amenities and facilities to position the company
differently when compared to other fitness studios in Singapore. The budget for the overall
marketing program has to be less than the given budget so that additional funds can be saved for
future contingencies. The IMC plan also aims to gain a market share of 3% within the first year
of operation and retain the existing consumers by developing effective consumer feedback
programs. The company will also customise the needs of the consumers based on their location
and type, and offer discounts and benefits to consumers enrolling initially for different programs
so that initial sales volume and joiners. This would include counter measures for dealing with the
rival companies in the market.

4INTEGRATED MARKETING COMMUNICATIONS
References
Schultz, D. E. (2017). International marketing communication as the global marketing change
agent. Strategic International Marketing: An Advanced Perspective, 117.
Srivastava, R. K. (2018). Recapturing images after a brand crisis through marketing
communication in social networks: the Maggi controversy. International Journal of
Export Marketing, 2(1), 63-86.