Marketing Mix Essay

1126 words - 5 pages

Marketing Mix
Living in a city as small as El Paso and attempting to open a Fitness gym has its challenges. Small gyms are competing with national chains and their low prices. As a small owner you must have a great product, and service. Many times you will have a much higher price than those other gyms but it comes to the service you are offering in combination with the product.
In my H-KO Boxing Fitness gym we focused on the one on one experience of having a professional boxer, Muay Thai specialist (Kickboxing), grappling specialist, cross fit specialist, personal trainer, to include a visit with a nutritionist as part of the price. We had a large clientele list that included law ...view middle of the document...

Our gym was located in Horizon City Texas, very close to some parks, running trails, and the open desert so it allowed us to be very dynamic as far as what the workouts were. The gym was located on the main street where people usually drive through either to drop children to school, go to work or purchase groceries. Making the gym a heavily trafficked location without the use of a strong sales force and keeping our prices competitive with our competition. Our competitors were putting billboards, and launching commercials but that cut in to their profits.
Regarding the price, the price we offered was introductory and it would include initiating fees, memberships and any other fee you can think about. When compared with LA Boxing, they had a price of $150 per month per person, plus initiation fee of $300, and that did not all the classes. In our gym if you wanted to try only boxing you would be able to customize the program, vice-versa if you only wanted to lift weights, and see a nutritionist we offered that as well. We offered the flexibility that a large chain gym would not be able to due to its size and its structure. We were able to change with any new trend coming up. The only disadvantage of being small is that your resources are limited so when a new trend comes up, and you need equipment as an organization you have to plan and budget so you don’t hurt the bottom line, or the client.
Promotions are always the hardest, everyone wants a deal and it’s hard to please everyone. Our original promotion was we gave the service at half the price for three months with no contract so the client could try it out without the remorse, however the clients took advantage and cancelled after two and a half months leaving us at a loss. We switched to contracts and two months for free and that worked out great but we got plenty of complaints for the year contract. To fix that we had another option of no free months but contract would only be six months. Many complained about that as well so we started doing different things. We were in the process of signing a contract with a local marketing company however the...

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