University Marketing Plan Report: Reform Boutique Fitness Studio

This report presents a marketing plan analysis for Reform Boutique Fitness Studio, examining its fitness programs, equipment, and customer offerings. The report delves into the studio's diverse fitness programs, including the benefits of the rowing machine and its appeal to a wide range of customers. It addresses key marketing strategies, emphasizing product differentiation, promotional analysis, and gap analysis to enhance performance. The report further explores pricing strategies, including customer-view pricing and societal perspectives, and the role of technological advancements in meeting customer expectations. The analysis covers membership fees, quality analysis, and promotional activities aimed at attracting and retaining customers. The report also discusses the implementation of various pricing strategies and the studio's objectives for expansion, providing a comprehensive overview of the marketing plan's effectiveness and potential for growth. The report also includes a reference list of the sources used.

Running head: MARKETING PLAN
Marketing Plan for Reform Boutique Fitness Studio
Name of the Student:
Name of the University:
Author Note:

1MARKETING PLAN
Contents
Answer to Question 1......................................................................................................................2
Answer to Question 2......................................................................................................................3
Reference List..................................................................................................................................6

2MARKETING PLAN
Answer to Question 1
Reform Boutique Fitness Studio offers a wide variety of fitness program at an affordable
rate to the customers. They offer regular fitness classes to people of both the genders. There are a
wide range of different equipments which are available for training. Reform Boutique Gym also
provides fitness facilities to regular and walk-in-customers. The walk-in-customers get attractive
discounts and packages if they prefer to visit the gym next time. This gym is well equipped with
various kinds of line equipments such as solectorized weight machines, cardio machines, yoga
and martial art studio, balance and stretching equipments, a massage studio and a free weight
machine (Corsino et al. 2016). They also provide personal training classes to the new joinees and
give them their diet plan. The fitness instructors of the gym demonstrate the correct and the right
way to use the equipments and also keep a close track so that the customers cannot misuse the
equipments. The management committee of Reform Boutique Studio also ensures that the gym is
clean and it is free of safety and health hazards. There is also regular workshops and classes and
thus it has helped the health conscious people who are enrolled in the gym. The instructors also
develop personal exercises and diet plans for the regular members. Reform Boutique Studio also
has provision of refreshments and snacks after exercise. These refreshment and snacks diet is
prepared by fitness experts keeping in mind that it does not affect the health of the customers
(Yu et al. 2014).
Reform Boutique Studio has introduced rowing machine in their fitness club which will
help in different ways to the customers. Rowing machine is an effective aerobic exercise for all
ages and it is an important contributor for fitness of an individual. This machine can strengthen
their cardiovascular function, tone and build their muscles and improve their endurance. It is a
very important machine which will help to burn the calories and also help to maintain a proper

3MARKETING PLAN
body weight. This machine is beneficial for both young and middle aged customers to maintain
fitness (Bosch et al. 2015). The customers using this machine must use them on regular basis or
else it will not reap them proper benefits. Rowing is also an important alternative for people with
joint and back pains and thus it helps them to remove strains on that particular area as long as
they use it properly. It puts minimal stress on the joints and thus relieves their pain. This machine
also increases the heart rate and oxygen intake of the body for an effective cardio workout. A
rowing machine is also an important alternative for those individuals who are unable to perform
weight bearing exercises such as hiking, yoga, running and walking. It is also effective for
individuals to prevent injury and is an excellent way to strengthen the knees after surgery. Thus,
the customers of Reform Fitness Boutique refer their buddies and friends to join the fitness club
due to the immense benefit of this rowing machine (Simpson, Pearson and Scammell 2016).
Answer to Question 2
Effective market analysis and sole justification of an organization have certain significant
measures that need to put on for the sustainable condition of the organization. The product
emphasizes and the promotional strategy analysis is the key strategies that need to take care as
the organization has to distinguish them from the others. The gap analysis of an organization is a
kind of identity and potential expectation to enhance the strategic marketing. It is a process of
achieving existing strategy and to meet the potential goal in a quick time. Thus the reason behind
the gap analysis is quite clear to the organization perspective. In case of new product launched
the organization has to take some quick steps regarding the enhancement of performance.
In this globalized market, retail pricing and internet booking are utilized in a huge
manner. Thus, customer preference has changed by the change of decade. The traditional or
potential performance will be enhancing the technological impact of the company that seems the

4MARKETING PLAN
majority of the customer like to have this in their life. Another gap in marketing aspect is an
expectation (Boykin, Leitheiser and Martin 2015). Customer expectation has been changed as the
company provides certain objective and delivering latest and updated models of satisfaction. So
the gap between the marketing strategies prevails over there as well.
The fees strategy has also changed in this mannerism. Earlier when a long term
investment has to be made for the gym and there are no segmented fees providing facility
however in this boutique fitness studio the membership fees is very accountable. There is budget
segmentation as well. Boutique fitness studio also has the facility of lounging and the fitness
classes that provide classy fitness to the customers (Malinova and Park 2015). There are member
ship cards and people who acquire those cards have 50% membership growth in every year.
The quality analysis in Boutique fitness studio is much efficient and enlarges as the
comparison to the earlier one. The affordable price rates and the promotional activities of the
studio encompass the parking of the customer, premium segmentation of lower membership fees
and have the value for money strategy (Dale 2015). These are the facilities that the new studio
has brought to attract the customers for their preferred fitness up graduating. They have
objectives to make five other fitness studios that available easy frequency to the customers as
well.
There are three different kinds of pricing strategy that organization has implemented for
the development of their business. At first, the customer view of price, Price from the perspective
of societal, an economic perspective of rational man pricing - these are the three segmented
pricing strategy that needs to be implemented for the enhancement of business. Here, in this case,
new fitness studio has to mend their price rate and implement new strategies to overcome the

5MARKETING PLAN
situation of more people engaging and the set some price standard to make more involvement of
customer gathering (Zeng, Dasgupta and Weinberg 2016). The demand curvature will enhance
the price and the satisfaction level of the customer matched.

6MARKETING PLAN
Reference List
Bosch, S., Shoaib, M., Geerlings, S., Buit, L., Meratnia, N. and Havinga, P., 2015, September.
Analysis of indoor rowing motion using wearable inertial sensors. In Proceedings of the 10th
EAI International Conference on Body Area Networks (pp. 233-239). ICST (Institute for
Computer Sciences, Social-Informatics and Telecommunications Engineering).
Boykin, J., Leitheiser, J. and Martin, F., 2015. The HPT Model Applied to a Yoga Studio's
Performance. Performance Improvement, 54(1), pp.28-38.
Corsino, L., Hazelton, A.G., Eisenson, H., Tyson, C., Svetkey, L.P., Sha, R., Ostbye, T. and
Wolever, R.Q., 2016. The Duke Employee Weight Loss Program: Report of a Duke Diet and
Fitness Center Pilot Study. International Journal of Occupational Safety and Health, 4(2), pp.44-
50.
Dale, B., 2015. Total quality management. John Wiley & Sons, Ltd.
Malinova, K. and Park, A., 2015. Subsidizing liquidity: The impact of make/take fees on market
quality. The Journal of Finance, 70(2), pp.509-536.
Simpson, A.I., Pearson, R.G. and Scammell, B.E., 2016. Ten minutes ergometer rowing exercise
increases pressure pain thresholds in high performance rowers. Annals of Sports Medicine and
Research, 3(7), p.1087.
Yu, H.S., Zhang, J.J., Kim, D.H., Chen, K.K., Henderson, C., Min, S.D. and Huang, H., 2014.
Service quality, perceived value, customer satisfaction, and behavioral intention among fitness
center members aged 60 years and over. Social Behavior and Personality: an international
journal, 42(5), pp.757-767.