Question

1)how would you market a health club in the south versus in the east coast and versus the west coast?

Answer 1

Marketing of health club is not about the product rather it is about the experience which facility can provide therefore the strategy should be similar to experiential marketing and in order to achieve more sales, the experience must be enhanced and maintained in terms of quality of experience which it delivers.

In order to understand the difference in the marketing approach to East, West and South market firs we will list out the market characteristics relevant to the health club and accordingly, we will decide on what type of marketing strategy need to be adopted for the marketing of health club.

East Coast: East coast is characterized by a fast-paced city, high-income level and less time available to go to fitness or health club.  The biggest challenge is to motivate people to spend time and visit the health club. Selling the membership of the health club is really challenging where people prefer social club more where they can drink and do get together.

West Coast: The coast is characterized by the laid back, nature, and health is the focus. People have a high disposable income to spend. The benefit selling can work here and marketing should focus on making the health club differentiated. Differentiation will be needed because of more competition hence the approach of marketing should be to create a higher degree of differentiation.

West Coast: The west coast is characterized by a relatively lower-income and price-sensitive market. In this market, the health club has been competitive in terms of pricing and in order to achieve the low price the marketing ROI needs to keep on the higher side. The more digital medium platform can be used as people in the south spend more time on digital media platforms.

Hence, our marketing effort should be place and people specific we can not use same rule everywhere.