Chapter 5: Developing the right marketing mix

This chapter, I believe, is the most important chapter we have covered thus far. The essence of chapter 5 is about how you define and describe your marketing mix. More specifically, an entrepreneur needs to define and establish his company's 4-P's in order to be successful. The 4 P's are: Product, Price, Place, and Promotion. For this chapter, I thought it would be fitting to look at Anytime Fitness in Germantown and to look at Anytime's four P's.
First, we will look at the product that Anytime offers. Anytime Fitness locations typically fall into the category of a small gym. They cater to people who would rather workout in a more private setting. They use the highest quality equipment, where as large gyms typically have cheaper equipment because they face a higher level of wear and tear. Also, the people who go to Anytime typically are not interested in swimming pools, climbing walls, and karate classes. All they want to do is work out...
Next, Anytime's prices is typically lower then memberships at large gyms. This is because members are only paying to use weights and cardio equipment. Members are not being forced to pay for features that they may not use.
The location of an Anytime Fitness is key to their success. Big gyms have the ability to attract people from farther distances from the gym then small gyms do. Therefore, franchisees have to be absolutely sure that the location they choose will support their business. This is probably the riskiest part of opening an Anytime.
Finally, Anytime Fitness offers a few corporate promotions. These include: 7 day passes, discount coupons, and apparel that are offered at all locations. In addition to the corporate promotions, individual Anytime owners are able to run promotions as they please.