Since the pandemic started, consumers are becoming more health-conscious. The demand for fitness centers (Gym) is increasing in different parts of the world rapidly. What if your company wants to start a fitness center business, and for that, you need to prepare a marketing plan? Explore this consumer decision-making process with examples and a sample marketing plan for a new product launch.
Consumer Decision-Making Process Definition
When you need to prepare a marketing plan, the first thing you need to know is the consumer decision-making process for that product. It varies from product to product.
Consumers follow certain steps for purchasing any product or service. At first, they become aware of their needs, then they collect information, evaluate such information, and make a purchase decision. The steps or process of making a purchase decision is called the consumer decision-making process.
Sample Marketing Plan for New Product Launch
Consumers vary significantly in terms of demographics, culture, and many other aspects. Their buying behavior varies depending on various factors.
Due to the recent COVID-19 pandemic, people have become more health-conscious. However, different people are taking different measures in terms of health and wellness. For example, some people are attending online Yoga classes; some people are going to Gym.
Our company has decided to open a new fitness center business, named “Keep Well”.
As a marketing manager, when you need to make a marketing plan for a new product launch, you need to start with an analysis. Understanding the target audience is the first thing before making any marketing plan.
Identifying Target Market for a New Product
The target market for “Keep Well” is identified following the observations of our marketing team members, and justified based on several online resources.
| Age | 18 to 65 |
| Gender | Both male and female (we are offering separate spaces to accommodate both males and females) |
| Education | Educated people (having a graduation degree) |
| Economic Class | Middle class and upper class |
| Media usage | Mainstream newspapers, news channels, Facebook, YouTube, and health-related websites |
| Other remarks | The ideal target customers used to shop in superstores, and in well-known eCommerce sites. They are busy in daily life. |
The overall attributes described above indicate that these people are mostly concerned with convenience and standard of service at a reasonable price (neither cheap nor expensive).
Consumer Decision-Making Process With Example
As this is a new business, we are expecting the following decision-making process by our target market:
- Awareness
- Interest
- Evaluation
- Trial
- Adoption
We want to influence the complete decision-making process through our marketing activities. Here is the description of every step of the process.
1. Awareness
In the awareness step, customers become aware of the services. Various stimuli can trigger the need.
Stimulus: The pandemic has triggered the need for safety, fitness, and overall wellness. Therefore, our company wants to capitalize on that stimulus.
Communication: Our communication will cover the safety procedures, the need for a healthy lifestyle, the benefits of exercise, etc.
Branding: Such communication will bring our brand in front of the target market and position it with a “Sincere” brand personality. Our brand colors will be Green and Blue to support that desired personality.
Media: The communication will be on Facebook, Google, ads on online newspapers, etc.
2. Interest
In the interest stage, consumers are aware of their needs. They are looking for more information on how to satisfy their needs.
Communication: Through the awareness campaign, we will have already registered our brand name in the mind of our target market. Now, to help in their search for more information, we will publish valuable content like long articles and small YouTube & Facebook videos.
We are targeting educated and busy people. Therefore, they would read our articles and watch videos about their health and safety concerns. In the middle and at the end of the content, we will ask to take action on our product proposition.
We expect that interested people will visit our website (to read the articles or to explore more after watching the videos). Our website will provide supporting information, which will influence the visitor’s buying decision. We will also ask for their name, phone number, and email address to subscribe for free tips on health and fitness.
Media: Facebook, YouTube, newspaper websites, our website
3. Evaluation
In this stage, the consumer will evaluate new products. They will also compare with other similar products or services.
Communication: Now, the only audience who are aware of their need and the presence of our services would try to evaluate “Keep Well”.
We have already created the brand positioning impression and served helpful content to be on their perception map.
In the evaluation step, we would communicate that our services are better than other available options in the same category. Such communication of competitive advantage can be related to a direct feature or through the brand image.
The people, who have subscribed to our free tips through SMS and email, are expected to be the early adopters. So, we will send them valuable and actionable tips with a link to keep them returning to our website.
For more mature leads, our sales team will call the customer and offer a free tour of our Gym and three days free trial.
Media: SMS, Email, Website, Phone call
4. Trial
In the Trial step, the consumers want to try the product before making the full payment.
Communication: To help the consumer to make a positive decision, we will offer a free trial and a tour of our gym to feel the physical environment. Once the consumer visits our Gym, our salesperson will guide them on a tour and explain all the selling points.
After the tour, the salesperson will offer a 20% discount on registration within three days. Such an offer will create urgency to make the purchase decision.
Media: Phone call, face-to-face discussion
5. Adoption
In the adoption stage, people become regular consumers. This may further influence them to become referrers of the service. The early adopters influence the rest of the people in their friends and family.
Communication: From studies, we already know that retaining users is more challenging than acquiring new ones. People subscribe to Gym enthusiastically and drop out after only a few sessions.
We will put our best effort into this stage to achieve active users and referrers.
Our trained fitness coaches will guide all users. A senior trainer will conduct introduction sessions. After that session, other trainers will closely guide the new users on day-to-day exercises. Too many or too few activities will be managed with support, guidance, and coaching.
Moreover, success stories will be shown on the display screens set on the wall of the Gym. The activities of the users will be monitored using wearable devices. We believe the most motivating factor will be their progress reports. We will send those reports to their SMS and email and encourage them to post them on social media.
After completion of every week of 1st month, we will take a photo of the users (for interested users only) and share it with them and on our social media. That will build a community and encourage their social friends to join the Gym.
Media: Face-to-face discussion, email, social media, printed progress certificates, and images
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Summary
In brief, I have described the marketing activities influencing the consumer’s purchase decision. Once the activities are executed, we will monitor the outcome and take corrective actions for further improvement.
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