• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15

Principles of marketing.

Extracts from this document...


ANNIE MACKENZIE HE ACCESS TO BUSINESS STUDIES & COMPUTING PRINCIPLES OF MARKETING ASSIGNMENT NO.1B DAVID LLOYD LEISURE CLUBS David Lloyd is a health and fitness operation that is owned by Whitbread PLC, the UK's leading leisure company. With 55 clubs and over 285,000 members, David Lloyd is one of the most successful businesses in the health and fitness club industry. David Lloyd has been operating successfully in the UK for nearly 20 years and has unrivalled expertise within the health and fitness sector. I have chosen to concentrate on the David Lloyd leisure club situated in Knole Road, Bournemouth. SWOT ANALYSIS STRENGTHS > Company Image David Lloyd has a bold company image and good reputation due to its nationwide success. By providing a consistently high level of service to its members and offering a full range of classes and leisure programmes, David Lloyd has made an excellent name for itself. According to an Omnibus report commissioned at the end of 2000, David Lloyd Leisure is in the enviable position of being the UK's best-known health and fitness club brand. > Endorsement David Lloyd has sought to offer its members the very best equipment available by joining forces with the following well known sports brands: The European swimwear brand Arena has a partnership deal with David Lloyd, which includes the full branding of the poolside area and lifeguard uniforms. Arena has also bought David Lloyd the Nick Gillingham swim fitness programme, which gives the club a competitive distinction from its competitors. The Italian sports and leisurewear brand Ellesse provides endorsement to David Lloyds racket couches. & Slazenger and Dunlop are both big names in the world of tennis, with Slazenger being the sponsor of Wimbledon since 1902. Together these two brands are the official tennis ball suppliers to David Lloyd. Mitre, the well known sporting goods and footwear company are currently the official footwear supplier to the fitness teams at all of the David Lloyd clubs. ...read more.


The following facilities are available at Bournemouth: Racquets 5 Championship Squash Courts, Wooden Sprung Badminton Courts Gym State of the Art Gymnasium, Fixed Weight Machines, Free Weight Apparatus, Life Fitness Cardiovascular Equipment, Stretch Zone, Swiss Ball/Bosu Area, Fitness Testing, Free Health & Fitness Assessment and Personalised Programme, 2 Aerobics Dance Studios Swimming Pool Heated Indoor Pool, Spa, Sauna, Steam Room, Cold Plunge, Ladies and Men's, Sun beds Cafe Bar Club Bar, Restaurant, Lounge, Snooker Area, Sports Lounge, Sky Digital Widescreen Television Childcare Cr�che, High 5 Children's Club (age 0 - 17) Other Unisex Hair Salon, Beauty Therapy Salon, Conference Room. > PRICE The various membership options available are priced relative to the facilities offered by each. It is important that the prices and facilities offered by local competitors are regularly monitored to ensure the company does not lose out to competitors. As well as ensuring the prices are reasonable, it is important to the company to use discounts and price reductions as an added incentive during promotional periods. An example of this is waiving the joining fee or offering reduced membership rates for students. It is important for David Lloyd to price its service competitively but to also remain profitable. > PROMOTION David Lloyd benefits from being part of a nationwide chain of health and fitness clubs. This provides the business with vital publicity that smaller local competitors may not benefit from. Due to the size of the company and the increased level of capital available, David Lloyd is able to sponsor many sports teams around the country, which provides valuable publicity. As the health and fitness sector is a very competitive industry limited availability, each health and fitness club is in direct competition with others in the local area. Taking this into account, it is necessary for David Lloyd to promote itself in order to attract new members and retain existing ones. Promotion is important to reassure customers of the differences between David Lloyd and its competitors. ...read more.


__________________________________________________________ 6. By how much has the volume of enquiries increased during the campaign period? 0-15% 15-30% 30-45% 45-60% 60% + 7. How much was spent in comparison to the budget? _______________________________________________________________ 8. Has the campaign been successful in recruiting new members? Yes No 9. Please put the following in order of the most successful, with the most successful first: Billboard advertisement / Radio advertisement Corporate membership campaign / Recruitment via existing members campaign 1. ___________________________________________ 2. ___________________________________________ 3. ___________________________________________ 4. ___________________________________________ 10. On a scale of 1 - 6 please rate the overall success of the marketing campaign. Excellent Good Average Below average Bad Very bad 11. Do any aspects of the marketing campaign need to be changed in any way? _________________________________________________________________ _______________________________________________________________________ _________________________________________________________________ 12. Is this a campaign you would be happy to use again in the future and why? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ EVALUATION Although expensive in relation to the size of the club, the advertising campaign should be sufficient in generating interest from prospective customers in membership at David Lloyd. Even though the budget has not all been spent, the remainder may be required if it is necessary to produce more leaflets for the corporate campaign or for the existing members campaign. The success of the billboard advertisement in stimulating interest in the club relies heavily on the advertisement itself and the location of the billboard. By paying the highest rates, the club has secured a prime position billboard located near to St Paul's roundabout. Following the campaign it is necessary to ascertain the level of success that has been achieved. The questionnaire is designed to be completed by the general manager of the health club, giving his views and quantifying the results. Although the benefit of the campaign will be known at the end of January, the profit gained from its success will be ongoing with the member's monthly subscriptions. The types of question used in the questionnaire were designed to prompt answers that may help future marketing campaigns and also to gain valuable feedback from the club manager. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    If it is not then what is that Coca-Cola should be doing and what changes should be made to make it a number one brand. answer No. yes 5 no 9 don'know 1 By looking at this the majority of people thought that Coca-Cola were doing what their competitors were doing.

  2. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    By improving its products, Guinness shows its customers it cares about giving them the best and satisfying their needs. * New packaging: The package of Guinness Draught will be renewed and more innovative; especially for the St Patrick Day * New design: even if the cans are already dinstinctive (won

  1. VW - Skoda Fabia - Intergrated marketing communication.

    the mis- implementation and politics as discussed above this is underlined by the Cleland study 1995. Finally budgets can be a major barrier for integration. Unlike Skoda who started at zero based and ignored past budgets many companies tend to be considered on a historic basis rather than on a specific objective like with Skoda.

  2. Gender stereotypes in two adverts and how the US Government publicises its War on ...

    methods of terrorism. The next image is hard to forget: a clip of a man purchasing a box cutter. The recent attacks in New York and Washington still remind all of us that even pocketknives and box cutters could be used to highjack a commercial airliner.

  1. Charity Adverts Evaluation

    As they get older, these children are less and less understanding of their mother. Some may begin to verbally or physically abuse her as they have seen their fathers do. Girls in particular may learn that being a victim is inevitable and see no way out of the pattern.

  2. Controversial advertising campaigns vs. corporate objectives of Benetton

    Consciously the company puts a lot of money into photography, because according to Luciano Benetton, product advertising is achieved through the shop windows. If advertising puts social provocation in the centre, the company wants to achieve publicity. This instrument can lead to far less costs and leave a more staying impression within the public than conventional advertising.

  1. Marketing Plan for Lloyds TSB

    scheme and Help the Hospices partnership- an annual corporate social responsibility report is published and the latest copy can be found at their website. I believe the best way for the company to expand is via organic growth. In other words, we need to focus on attracting more deposits from new customers and work harder to keep their existing ones.

  2. Free essay

    Marketing Strategy for Errol Anderson Motors - Chapter 1: The Different Types of Marketing ...

    Smaller adverts like on bus stops are much cheaper. McDonalds and other restaurants use it sometimes to show that there is a branch at the next turn, but this is mainly for impressions from walking passers-by and is not effective. As for posters, too many will give a bad name for the company for wasting paper, and being unprofessional

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work