This essay approves that the management of Fitness First should waive the signup fee as sign up is free in almost all other fitness clubs. Also instead of an annual fee membership or bi-annual fee, it should offer tri monthly and bi-monthly memberships as none of the other follow this strategy and this will also attract consumers as they have to be bound with the company for a smaller period of time. It should also offer a discount to those who wish to continue after the tri-monthly or bi-annual membership is completed.
This report makes a conclusion that for the improvement of promotion element of marketing mix it is suggested that Fitness First should focus on integrated promotional mix. All the media used should focus on same message and consumers must be attracted towards the services.
Focus should be placed on publicity element where Fitness first can take part in different events and sponsor different relevant activities to help grow its name.
Another point which is discussed earlier is the risk factors which Fitness First must try to eliminate like risk of death during exercises which pose a bad name on the brand. To eliminate such risks Fitness First should ask those who wish to join it to produce a medical certificate and advertise the same to make people realize how concerned Fitness First is about the safety of its members.
Placement strategy is already good as Fitness First is available in 12 convenient locations but still it needs to be figured out if expansion option is available. This can be done more properly by conducting consumer research.