. Anytime Fitness is a company that has 24/7 fitness centers. Members are given
ID: 459737 • Letter: #
Question
. Anytime Fitness is a company that has 24/7 fitness centers. Members are given keys to the centers and can work out any time, any day. The company provides modern equipment, but not classes and personal training sessions like other gyms. You are a marketing manager for this company and need to select a target market. What segmentation criteria would you use to segment this market? Of the segments you included in your answer above, select one as your target market and describe it in detail. Why did you select it? What key benefits will you present to potential customers? Why should they care (i.e. how will make these benefits appealing)? (Points : 25)
Explanation / Answer
Segmentation criteria will be as follows:
1. To target people who work on a shift
2. To target people whose shift, rotate on a regular basis (24X7)
3. To target people whose weekly off do not fall on specifically on Saturday and Sunday
Above segmentation of target customers can also include office goers of fixed schedule so that they can also be befitted from the unique facilities offered by “Anytime Fitness”.
People who work in shifts and their duties change on a regular basis will be most suited target market for “Anytime Fitness”. In the given job situation, people will get time to visit a gym, but the timing of visit changes on a regular basis. Thus, a facility to access the gym at any time of the day with their personal keys work as an attractive proposition. It makes them feel comfortable as gym is at their service on 24X7 basis. The marketing team can capitalize on this psychology and offer corporate plans on a subscription basis. Pitching such plans to corporate will also help the gym to generate business.
This target market is selected because people belonging to this target market will have no fix time table to visit a gym. Thus, they need a facility who can understand it and offer solutions, suited to them. It is the need that is identified by “Anytime Fitness” and they are capitalizing on it.
Key benefits offered to consumers are as follows:
1. They can come and use the facilities at the gym, any time and any day
2. Dedicated Keys for everyone.
3. No restriction upon methods of conducting exercises
They should care because their purpose is resolved and their availability is duly cared off.
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