Personal Training Service

1. Introduction

1.1 The Purpose

The undermentioned study is traveling to exemplify an overall position of how to successfully establish a new personal preparation service into the Malayan market by foregrounding the of import elements of the aiming procedure, which include market cleavage, market aiming, market placement, every bit good as proposing a suited pricing scheme for the new service.

1.2 The Market Situation

In order for any merchandise to execute successfully in a peculiar market, broad research and analysis on that peculiar mark market is needed. Hence, this is where marketing comes in. Selling is the procedure of planning and put to deathing the construct of making, administering, advancing, and pricing goods, services, every bit good as thoughts in order to set up and keep relationships that will fulfill customers’ demands and wants ( Pride et al. 2006 ) . Having said this, a new possible merchandise could be successfully thrust into the Malayan market, and that merchandise is a new personal preparation service.

Since the aim is to establish a new personal preparation service, it is indispensable to understand what a service is. A service is an intangible merchandise which is attached with an attempt or public presentation and can non be possessed physically ( Clarke 2000 ) . Therefore, the new personal preparation service is categorized as a consumer service in visible radiation of its several typical features, including its intangibleness, inseparability, perishableness, heterogeneousness, client-based relationships, and client contact ( Pride et al. 2006 ) . Each of these elements distinguishes a service from a good.

1.3 BMS Personal Training Service

The new personal preparation service to be introduced is traveling to be named, “BMS Personal Training” , where “B” stands for “Body” ; “M” stands for “Mind” ; and “S” bases for “Spirit” . BMS Personal Training seeks to supply in-home-personal preparation anyplace in the Bandar Sunway country, every bit good as supplying an on-location personal preparation studio to fulfill customers’ demands and wants. It is designed to assist persons live a healthy life by supplying individualised exercising plans personalized to run into the ends and fitness demands of persons. General plans offered include weight loss and care, back attention, specific athleticss preparation, aerophilic preparation, strength preparation, every bit good as other trim plans. Importantly, the trainers are extremely qualified and experienced to efficaciously assist clients. Basically, BMS Personal Training purposes to put a new criterion for fittingness, which brings about the birth of its motto, “The Beat of Life” .

2. Targeting Procedure

A market is merely defined as a group of people who have demands for merchandises in the same merchandise category and have the authorization, ability, and willingness to buy those merchandises ( Kotler & A ; Armstrong 2005 ) . Therefore, in order for BMS Personal Training to be successfully established, it is critical to choose the right mark market so that an effectual selling mix could be applied ( Drew 2006 ) . Hence, the mark market choice procedure for BMS Personal Training will be broken down into several subdivisions as follows.

2.1 Cleavage

By and big, persons have heterogenous demands, and therefore, diverse merchandise demands. This brings about the procedure of market cleavage, which is a procedure of sorting clients from a entire market into smaller market groups consisting of persons who have similar merchandise demands ( Tynan & A ; Drayton 1987 ) .

For BMS Personal Training Services, the cleavage variables that have been selected for in deepness analysis in order to develop market section profiles are age, a demographic variable, and part, a geographic variable.

• Age

Age is a utile market cleavage variable as it allows sellers to look at different age groups within a market so that they could place the different age groups, such as, childs, adolescents, and grownups in order to come up with an appropriate selling mix for the different age groups.

Harmonizing to the Department of Statistics Malaysia, as of 2007, approximately 32 % of the population is under the age of 15, and the overall population continues to turn at a rate of 2.4 % per annum. Kindly refer to Appendix 1 for the population age distribution tendencies for 2003-2007 in Malaysia.

Based on the population age distribution tendencies, the largest market is apparent to be the age group of 15-64 Old ages. Therefore, BMS Personal Training should concentrate its selling energy peculiarly on this age group by perchance interrupting this age group down to two separate parts: immature grownups, and grownups. In placing the age group, it enables BMS Personal Training to look at the different demands and wants of its possible clients within that age group.

• Region

Region is a geographic variable which divides markets into different provinces or districts ( Pride et al. 2006 ) . Based on the statistics provided by the Department of Statistics Malaysia, it is proven that the province with the highest population denseness is Selangor with 527 possible clients per square kilometre. Kindly refer to Appendix 2 to see a complete overview of the population denseness in each province of Malaysia.

Based on the informations provided by the Department of Statistics Malaysia, it is sensible that BMS Personal Training does farther market analysis in Selangor because the larger the population denseness, the bigger the chance to pull possible clients, every bit good as expand concern services.

2.2 Target Market

Having identified the possible market sections for BMS Personal Training, the undermentioned measure is to thoroughly examine and measure the possible market sections so as to make up one’s mind which peculiar market the focal point should be on. In making so, two specific mark markets have been selected: “college students” and “adults age 40 and above” in Bandar Sunway, Selangor.

These two markets have been selected because of several grounds. First, the population denseness for the age group of 15-64 old ages is the largest, which would therefore offer more market chances, every bit good as, a bigger market portion. Second, BMS Personal Training marks college pupils specifically because of the overpowering figure of pupils from SMK Bandar Sunway, Monash University Malaysia Campus, and Sunway University College ( Loh 2006 ) . Third, BMS Personal Training decides to make the “adults age 40 and above” market because of the altering life style and the increasing concerns for wellness ( New Straits Times Malaysia 2006 ) . Plus, BMS Personal Training aims to present a new in-home personal preparation system to grownups who do non experience comfy at a gym. This new debut could really good put a new tendency, every bit good as, gaining control a large market portion. Hence, based on these grounds, BMS Personal Training will concentrate its selling energy peculiarly on these two mark markets by utilizing a differentiated scheme, which is a scheme of developing a different selling mix for each different market ( Pride et al. 2006 ) .

• Differentiated Scheme: Different Merchandises for Different Markets

For the market section of college pupils who are by and large immature grownups, BMS Personal Training focuses on supplying on location preparation services at its ain gym for easy entree. BMS personal trainers will help in fittingness activities runing from athleticss developing, to teen fitness care, group exerting, body-building plans, fittingness and diet plans and so forth. In-home preparation is besides available upon petitions.

As for the market section of grownups age 40 and supra, BMS Personal Training emphasizes on direct in-home personal preparation. The cardinal intent of supplying such service to adults age 40 and supra is because some do non experience comfy in a large gym, or are busy people who need the convenience of a trainer coming to them. Consequently, for the most convenient result of the clients, a BMS Personal Training personal trainer will be available anytime and anyplace in the Bandar Sunway country. Furthermore, the personal trainers make the exercise session as easy and comfy as possible by conveying whatever is necessary to give the clients a good exercise, such as stretch cords, stableness balls, adjustable dumbbells, and other portable cogwheel. Interestingly, a broad scope of exerting activities is available from weight direction plans, to healthcare audiences, and other fittingness exercisings.

2.3 Positioning

Market positioning refers to the procedure by which sellers create an image in the heads of their clients for its merchandises or trade names. It is the perceptual experience that the mark market sections have of a peculiar merchandise in relation to their perceptual experiences of viing merchandises in the same class ( Kotler & A ; Armstrong 2005 ) . Therefore, it is indispensable to analyse BMS Personal Training’s current competitions so that BMS Personal Training can distinguish itself and place itself good in the heads of consumers.

• Competitive Appraisal

Competitive appraisal is the procedure of measuring the strengths, failings, every bit good as operations of rivals already runing in the sections being considered ( Chen & A ; Sha 2007 ) . Hence, in the instance of BMS Personal Training, the chief rival at the minute is California Fitness.

California Fitness is an already established venture in the fittingness industry. It is runing in Hong Kong, Singapore, Taipei, Taiwan, and Malaysia. Particularly in Malaysia, California Fitness soon has three fittingness centres: one located at Mid Valley Megamall in Mid Valley City, one more at Menara Standard Chartered in Kuala Lumpur, and another one at Sunway Pyramid Shopping Mall in Bandar Sunway ( California Fitness 2007 ) . Therefore, BMS Personal Training would hold to vie caput to caput with Calfornia Fitness in Bandar Sunway.

After in depth appraisal of California Fitness’ concern operation, several strength and failing points have been identified. California Fitness has an border for the fact that it is an established trade name because it has been in the fittingness industry since 1996. Another strength is the famous person image of Jackie Chan which they use to pull new clients. On the downside, California Fitness may keep new possible clients back because of their one twelvemonth contract policy. Another noteworthy failing of California Fitness would be the somewhat heavy fee charge ( Byeow 2006 ) .

• Singularity of BMS Personal Training: A Family Vibe

BMS Personal Training aims to distinguish itself from California Fitness by stressing on client contact and client-based relationships. The image that BMS Personal Training tries to project into the market is client attention and the importance of friendly relationships with every individual client by concentrating on the three elements of interior peace and felicity of life: organic structure, head, and spirit. As for the on location preparation studio, in add-on to supplying state-of-the-art cardio amusement zones, a broad scope of exercise accoutrements, and a immense choice of organic structure exerting equipments, the secondary school is patterned with audio ocular formats ensured to maintain the scene pleasant and refreshing. Furthermore, big exercising studios are offered, convenient altering suites with steam and sweat room installations, a library with free lease of fittingness and wellness VCD/DVD, and a member sofa with complimentary magazines, newspapers, and drinks. Wonderfully, BMS Personal Training is already traveling in a different and alone way than that of California Fitness by offering in-home personal preparation. The focal point is once more on clients. Alternatively of doing clients figure out their best exercise modus operandi themselves, BMS Personal Training trainers work passionately with clients to plan the best suited exercising plans to carry through clients’ demands and aims. Unlike other exercise plans, BMS Personal Training makes the exercise activities safe and merriment by go forthing the clients experiencing exhilarated, and non exhausted. Furthermore, BMS Personal Training does non hold a long-run contract policy. Every client is welcomed heartily and will experience the household vibration as exerting becomes an gratifying day-to-day modus operandi for better wellness, greater fittingness, and higher motive in life.

2.4 Pricing

After developing the merchandise, pricing is another of import component to see before seting the merchandise out in the market place because the success or failure rate of the merchandise could entirely depend on monetary value ( Deans & A ; Watanabe 2006 ) . Before geting at a pricing determination, nevertheless, many internal and external factors need to be considered, such as organisational and selling aims, costs, other marketing mix variables, competition, legal and regulative issues, and client reading and response. As for BMS Personal Training, a different pricing scheme would be adopted for each mark market.

• The Market for College Students

For the younger market ( college pupils ) , BMS Personal Training would prosecute in monetary value competition with California Fitness. In making so, BMS Personal Training emphasizes on doing its monetary value lower and more low-cost for pupils than that of California Fitness. California Fitness provides different rank bundles, such as, Platinum Plus, which allows its members to entree all of its three fittingness nines ( California Fitness 2007 ) . BMS Personal Training, on the other manus, merely offers one simple rank bundle. The tabular array below demonstrates how BMS Personal Training is traveling to monetary value its service comparatively cheaper as compared to California Fitness.

• The Market for Adults Age 40 and Above

For the older market ( adults age 40 and supra ) , BMS Personal Training would take on a non-price competition by separating its services from rivals on the footing of singularity and quality. The in-home preparation service is designed in such a manner that would construct a good and trusty relationship with the clients while supplying fitness plans tailored to fulfill clients’ demands, guaranting advancement and felicity without exhaustion. In making so, client trueness is encouraged which would so impel clients to non be easy lured away by rivals because they prefer BMS Personal Training’s quality service instead than a lower monetary value. For the in-home preparation services, BMS Personal Training charges about RM 150 per session, but the monetary value may change depending on the customer’s figure of exerting hours and exercise agenda. In the instance that a client wishes to exert at BMS Personal Training’s ain secondary school, the client may fall in the Pt bundle as listed in the tabular array above.

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3. Decision

In decision, it is apparent that presenting a new merchandise into the market is a complex and hazardous topic affair which requires extended research and thorough analysis before make up one’s minding on the appropriate merchandise to project into the market. Once clear apprehension of the market has been achieved, merely so, the development of conveying the merchandise to life can be efficaciously and expeditiously established. In the instance of BMS Personal Training, it has been understood that the relevant and most suited mark markets to establish such a service are immature grownups, who are chiefly college pupils, and grownups age 40 and supra. Detecting the selling activities of California Fitness is important for BMS Personal Training. And supplying a typical service with sensible pricing should maintain BMS Personal Training running swimmingly.

4. Recommendations

A personal preparation service such as BMS Personal Training has such a wide entreaty. Even though it has been decided to merely aim two specific market sections, it should non be precisely limited to these two markets because non merely college pupils and grownups age 40 and supra have the eligibility to do usage of this service. Everybody has the handiness to fall in BMS Personal Training no affair what occupations they have every bit long as they are 16 old ages old. Therefore, BMS Personal Training has the capacity to derive and increase its market portion, and should therefore, be designed in a individualized attack which works good with everyone – whatever their age or exercising background. Furthermore, keeping service quality is an of import key factor in order to be perceived good by consumers, remain strong in the fittingness industry and live up to BMS Personal Training’s promise, which is to set client attention foremost, every bit good as maintain good client-based relationships and client contact.

Mentions

• Byeow, M 2006,California Fitness Membership Packages, viewed 20 August 2007, & lt ; hypertext transfer protocol: //www.boredworkers.com/2005/11/14/california-fitness-membership-packages/ & gt ; .
• California Fitness 2007,About Us, viewed 21 August 2007, & lt ; hypertext transfer protocol: //www.californiafitness.com/aboutus.jsp? lang=en & A ; country=my & gt ; .
• Chen, YH & A ; Sha, DY 2007, ‘Managing merchandise and client cognition in advanced new merchandise development’ ,International Journal of Technology Management, vol. 39, no. 2, pp. 105-130.
• Clarke, G 2000,Marketing a Service For Net income: A Practical Guide to Key Service Marketing Concepts, Kogan Page, London.
• Deans, GK & A ; Watanabe, S 2005, ‘Pricing for Growths and Profits’ ,Ivey Business Journal, vol. 70, no. 1, pp. 1-9.
• Department of Statistics Malaysia 2007,KeyStatisticss, viewed 20 August 2007, & lt ; hypertext transfer protocol: //statistics.gov.my/english/frameset_keystats.php & gt ; .
• Drew, JL 2006, ‘Target Markets – a must! ’ ,Westchester County Business Journal, vol. 45, no. 46, p. 12.
• Kotler, P & A ; Armstrong G 2005,Principles of Marketing, 11^Thursdayedn, Prentice Hall, Sydney.
• Loh, F 2006, ‘Crisis in Malaysia’s Public Universitites? ’ ,Aliran Monthly, 07 March, p. 2.
• Lovelock, C, Patterson, P, Walker, Rhett 2004,Servicess Selling: An Asia-Pacific and Australian Position, 3edn, Pearson Prentice Hall, Sydney.
• Lovelock, C, Wirtz, J, Keh, HT 2002,Servicess Selling in Asia, Prentice Hall, Sydney.
• New Straits Times Malaysia 2006, ‘Keeping Fit Malaysian Style’ , 02 November, p. 12.
• Pride, WM, Ferrell, OC, Elliott, G, Thiele, SR, Waller, D, Paladino, A 2006,Selling: Core Concepts & A ; Applications Asia-Pacific Edition, Wiley, Melbourne.
• Tynan, AC & A ; Drayton, J 1987, ‘Market Segmentation’ ,Journal of Marketing Management, vol. 2, no. 3, pp. 301-335.
• Byeow, M 2006,California Fitness Membership Packages, viewed 20 August 2007, & lt ; hypertext transfer protocol: //www.boredworkers.com/2005/11/14/california-fitness-membership-packages/ & gt ; .
• California Fitness 2007,About Us, viewed 21 August 2007, & lt ; hypertext transfer protocol: //www.californiafitness.com/aboutus.jsp? lang=en & A ; country=my & gt ; .
• Chen, YH & A ; Sha, DY 2007, ‘Managing merchandise and client cognition in advanced new merchandise development’ ,International Journal of Technology Management, vol. 39, no. 2, pp. 105-130.
• Clarke, G 2000,Marketing a Service For Net income: A Practical Guide to Key Service Marketing Concepts, Kogan Page, London.
• Deans, GK & A ; Watanabe, S 2005, ‘Pricing for Growths and Profits’ ,Ivey Business Journal, vol. 70, no. 1, pp. 1-9.
• Department of Statistics Malaysia 2007,KeyStatisticss, viewed 20 August 2007,
• & lt ; hypertext transfer protocol: //statistics.gov.my/english/frameset_keystats.php & gt ; .
• Drew, JL 2006, ‘Target Markets – a must! ’ ,Westchester County Business Journal, vol. 45, no. 46, p. 12.
• Kotler, P & A ; Armstrong G 2005,Principles of Marketing, 11^Thursdayedn, Prentice Hall, Sydney.
• Loh, F 2006, ‘Crisis in Malaysia’s Public Universitites? ’ ,Aliran Monthly, 07 March, p. 2.
• New Straits Times Malaysia 2006, ‘Keeping Fit Malaysian Style’ , 02 November, p. 12.
• Pride, WM, Ferrell, OC, Elliott, G, Thiele, SR, Waller, D, Paladino, A 2006,Selling: Core Concepts & A ; Applications Asia-Pacific Edition, Wiley, Melbourne.
• Tynan, AC & A ; Drayton, J 1987, ‘Market Segmentation’ ,Journal of Marketing Management, vol. 2, no. 3, pp. 301-335.