Gymini Fitness Center (GFC)

Kathlyn Joyce A. Sumang

Jomari G. Manalili
Mary Joy R. Millora
Ryan D. Venerable

Strategic Marketing Management

MWF 4:00-5:00PM
Mission

 To maintain a state of the art gym and fitness facility that offers the
customer various, productive, affordable, and accessible means of exercise
and fitness that is managed by a well-trained staff.

Vision

 To be the leader in building community health.

 To create a health movement where each and every individual is a part of
the movement.
Business definition
Gymini Fitness Center (GFC) is a Filipinized gym that provides an exceptional and
vitalizing environment for the people to get fit, stay fit, and become a healthier version of themselves
through various fitness programs suitable to their needs. Unlike other community gyms with
intimidating location and outmoded equipment as well as those international gyms with great
equipment but are very pricey, GFC is on the middle ground- has great equipment that could be used at
affordable price. GFC aims to become a desirable place that provides remarkable member experience
and to be recognized as a motivating fitness center designed for superior health and well-being

MARKET DEFINITION
18-29: big parts of this category are the young adults, which contributes a large number on the
GFC’s target market. This would also include people from the community and rookie employees. This
the age is the millennial generation, wherein people are concerned on how they look. The vanity within
them would be the opportunity of the GFC.

PRODUCT DEFINITION
Our gym offers membership packages to avail the use of fitness equipment, weight loss program, Yoga
classes and Zumba sessions. We also provide a studio rental of the open area that the gym has;
customers may use it as a dance studio.

SERVICES OFFERED
- Use of gym equipment (open for walk-ins and GFC members)
- Training with a gym instructor, either one-on-one or by group
- Use of Shower Area/Locker Rooms/Comfort Rooms
- Others service:
o Zumba and Yoga sessions with licensed instructors in the Open Area
o Open Area may also be used as Dance Studio

We have observed that most gym-goers are men that make some
women get intimidated and people have a notion that gyms have exclusivity.
That the reason why GFC offers Yoga and Zumba sessions to entice women to
go to the gym.
COMPETITORS
The main competitors of GFC would be 360 Fitness Club Manila, Human Energy Boxing & Fitness Gym,
and Fitness first. All of these gyms are located within 5 km. of the proposed location site.

SCOPE
Strength
The Key Strength is the price of the membership fee. Members will pay small amount on a
monthly basis for indefinite usage of the facility and services. Our gym will offer flexible hours
for the busy members. The policy is helpful in attracting average person rather than being a
center for bodybuilders only.

Weaknesses
A looming weakness is our unknown brand name and not having an established client base will
clearly need addressing. And also requires much focus is that the GFC has few options
concerning the exercise equipment and facilities they provide compared to other fitness
centers.

Opportunities
Influences in social media; people become more self-conscious.
Interest in exercise and fitness means to better health will also increase; it also means joining a
fitness club to keep fit.

Threats
Younger generation do not have the money to afford gym.

MARKET SEGMENTATION
TARGET MARKET
The customers will be categorized according to demographic segmentation, geographic
segmentation and customers’ consideration.

Demographic Segmentation

According to gender

According to research study, male tend to use more gym equipment than female do. The reason
behind this is that female tends to use equipment that would exert less effort in contrast to male that
does the other way. On the other hand, female dominates Yoga and Zumba classes than male do.
According to age

18-29: A big part of this category is the young adults, which contributes a large number on the
GFC’s target market. This would also include people from the community and rookie employees. This
the age is the millennial generation, wherein people are concerned on how they look. The vanity within
them would be the opportunity of the GFC.

Geographic Segmentation

The GFC is proposed to be established in the UN Square Mall. It is a newly built mall that is near:

Educational Institution

 Adamson University
 Araullo High School
 Manila Science High School
 Philippine Normal University
 Santa Isabel College
 Technological University of the Philippines

Community

 Philtrust Bank Head Office

 Residential Area (United Nation Avenue)

Health Center

 Manila Doctors Hospital

 Medical Center Manila

Government Agency

 Court of Appeals
 Department of Justice
 Insurance Commission
 Manila Police District
 National Bureau of Investigation
 Supreme Court
 World Health Organization

Customers’ Consideration

According to study, the most important factors from the point of view of customers in finding
the right gym that would fit their need are -- the price of service provided, accessibility of the fitness
center, the flexibility of the schedule it offers, the service itself, and lastly the maintenance of the fitness
center and its equipment. The correlation of these factors to the GFC:

Price

GFC would give flexible price depending on the customer preferred fitness package. This
is to ensure that the customer would not pay more than what they need. There will be discounts
given for the students and senior citizens. Also, there will be privileges for those who would
avail the membership in the fitness center.

Accessibility

The GFC will be established in the UN Square Mall. It is only walking distance for the said
target market.

Other than that, the GFC is located near the Light Rail Train (LRT) specifically United
Nation station, and, various vehicle (PUJs and PUVs) stop which would make it accessible even
from distant places.

Schedule

The GFC operation hours will be from 7 o’ clock in the morning until 10 o’ clock in the
evening totaling 15 service hours a day. The fitness center will be open from Monday to Sunday.

For Yoga and Zumba classes, there will be pre-schedules that the customers could
choose from. This is to make sure that it would fit their personal schedule.

Service and Certification

The GFC will provide certified personal trainer, yoga instructor and Zumba instructor. A
certification from NESTA which is NCCA-accredited. The equipment of the fitness center are only
high quality supplied by both local and international company, such as Xtreme, Jk Exer, Ensayo,
Yklizun, Real Gym Fitness, and New Fashion Design.

Sanitation and Equipment Maintenance

There will be daily sanitation maintenance to provide a clean environment to the

customer. As for equipment maintenance, it will be maintained daily. There will be
corresponding professionals to regularly check the condition of the equipment and repair it for
the safety of its user.