Central institute of technologygym Market Research Analysis
Central gym overview Trading Hours: Monday – Friday: 6am-9am, 11.30am -7.30pm Saturday: 10am-3pm Fitness Staff: • Sally Bower ( manager) • Jilly Williams • Lucas Allemany • Jarryd Kirby • Anna Stevens
Facilities at Central gym • Male and female change rooms • Reception • Water fountain • Whiteboard for a classroom simulation • Notice board
Equipment at Central gym • Treadmills • Bench press machines • Weights in varying sizes • Cardio equipment • Bicycles • Rowing machines • Cable cross squat rack and punching bag • Flexi balls • Trampolines • Steppers
Prices of Membership at central gym • Members Annual Fee: $50.00 per year (and payment option as per flyer) • Public: $10.00 per visit • Students: (No annual fee, choice of membership options as per flyer)
Programs and Classes Goal For Life • Age 50+ • Run by Cert III students Personal Training • All age brackets • Run by Cert IV students • 12 sessions for $50 Group Exercise Classes • Free to members • 12:10-12:50pm weekdays • $65 for 8 weeks for non members ISHA • For cultural women • 3-4pm Saturdays
introduction The Agency was broken down into five groups, each with different market segments to research before collating all the information into one Power Point presentation. • Kiara & Aaron- Research on Gym Staff • Geordie & Ben- Research on Central students • Sonia & Avian- Research on the Public • Kylie & Michelle- Research on Gym members • Pavel & Patrick -Research on Central Staff
RESEARCH OF GYM STAFF Kiara and Aaron Speaking on behalf of Team Black
Methodology • Research objectives were to find from the gym staff • Numbers • Positives and Negatives of gym • Previous advertising and promotion • Competition in Northbridge • Arranged times with gym staff for in-depth interviews (one on one) • Conducted interviews with 3 of 5 gym staff • Gained qualitative data about Central gym from gym staff
Attendance to the gym according to gym staff • 224 members • 69 fitness students • 155 general public members • There are very minimal ‘visitors’ to the gym, the majority that attend hold gym memberships.
Gym Pros according to gym staff • Quiet • Personable • Low numbers • Equipment in low demand • New logo • Good quality equipment
Gym Cons according to gym staff • Lecturers and public share the same area • “The carpet and appearance is ageing” • “Change rooms are old and not cleaned properly”
Competition In Northbridge • Bite Personal Training Specialises in personal training. • Fitness and Fight Specialises in boxing and martial arts • Live Fitness Olympic size boxing ring
Previous advertising and promotions • 1999 – Large signage erected outside the college • Current Class Timetable and Trading Hours flyers • No official website has been created for the gym
Ways to increase gym membership numbers according to gym staff • “More signage inside and outside of college” • “Minor works on the gym bathrooms” • “Changing the colour of the gym rooms” • “New treadmills and cardio equipment” • “Advertising on a more internal basis aimed at students”
RESEARCH OF CENTRAL STUDENTS Geordie and Ben Speaking on behalf of Team Crimson
Methodology • Research objectives • Why students don’t use gym • What would entice students to join • Surveyed 100 students throughout CIT • Survey selection based on age, study load & course
Student considerations • Students who would consider joining if facilities were improved • Students who would consider joining if student discounts were offered
RESEARCH OF GENERAL PUBLIC Sonia and Avian Speaking on behalf of team Gold
Methodology • Find out from the general public why people don’t attend the Central gym. • Find out how to convince them to join the Central gym. • Conducted research on Perth Gyms • Survey fifty people from the general public within the area. • Information is balanced between quantitative and qualitative data.
RESEARCH OF CENTRAL STAFF Kylie and Michelle Speaking on behalf of team Indigo
Methodology • Research Objectives • Identify which Central staff use the gym and why. • Identify what would prevent staff attending the gym. • Identify what would encourage staff from attending the gym. • Identified 10% of total, from 7 departments. • 26 respondents surveyed 11th March 2010.
Staff Who Use Central Gym and Why? • 7 of 26 staff use the gym. • 6 of 7 staff use gym for convenient location.
Barriers to Attend the Gym • Most important is lack of time. • Students using the same gym. • Other barriers include: • Distance from home • Lack of commitment • Paid parking only
Central Gym is Cheaper Than Competitors, Would This Influence You? • 20 (77%) respondents were influenced by lower prices. • 6 (23%) respondents were not influenced by lower prices.
EncouragementtoAttend • Most important is increased facilities. • More information provided about the gym. • Newly refurbished
research of central gym members Pavel and Patrick Speaking on behalf of Team Blue
Research objectives • What members like about the gym? • Who goes there? • Find out reasons why they use the gym? Methodology • Quantitative random survey. • Sample 30 gym members. • Location outside gym.
Why members use central gym • 38% preferred location. • 33% price.
Why members prefer central gym • 35% preferred location. • 31% price.
Central gym members gender • More males than females.
age of central gym members • Majority are 15-19.
Courses of Central gym members students • 88% Central gym members doing Cert III or IV in Fitness.
Frequency of use by gym members • 73% used the gym more than twice a week.