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Table of Contents

EXUTIVE SUMMARY..............................................................................................................3

INTRODUCTION.......................................................................................................................4SITUATION ANALYSIS............................................................................................................5

BAC !ROUND ANALYSIS ESTINATION......................................................................5IDENTIFICATION OF TARGET MARKET.......................................................................7

IMC OB"ECTIVES....................................................................................................................#

CREATIVE A$$ROAC% AND MESSA!E STRATE!Y....................................................&'

IMC O$TIONS CONSIDERED..............................................................................................&3DESCRIPTION OF IMC OPTIONS...................................................................................14

RECOMENDATIONS..............................................................................................................&(MONITOR AND EVALUATION O) MAR ETIN! COMMUNICATION ANDSTRATE!IES............................................................................................................................&*

RE)ERENCES..........................................................................................................................

A$$ENDIX................................................................................................................................'+

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EXUTIVE SUMMARY

3

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INTRODUCTION

4

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SITUATION ANALYSIS

BAC !ROUND ANALYSIS ESTINATION

SWOT analysis

STRENGTHES WEAKNESS

• Flexi le !"#$% &4'7• Pe$%"()l *$)i(e$%+ ,ell-*$)i(e %*)//%• P$"0i%i"( "/ *!e )%#)l 0i%i* 2 13 0i%i*

)%%• Ne, exe$ i%e *$e( 5 $"0i i(6 )e$" i %

l)%%e%• P$"0i i(6 "(-%i*e ex*$)% 5 !il )$e+

/i*(e%% )/ + % )• 8$i(6 i( 9" e$( *e !("l"6:•

F#ll: /) ili*: $"0i e• A e%%i ili*:• 8$") l: l" )*i"(• P):9e(* i% )#*"9)*i )ll: e # *e

,ee;l: /$"9 )(; ) "#(*

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/i*(e%% $)( %• C"(*$) * $e

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De% $i e SWOT i( e*)il%

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IDENTI)ICATION O) TAR!ET MAR ET

Sele *i(6 *)$6e* #%*"9e$ )*e6"$ie% i% %i6(i/i )(* "i(* *" 9);e %*$)*e6ie%. >D Fi*(e%% !)% )

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!EO!RA$%ICGe"6$) !i )ll:+ ? "/ *!e

DEMO!RA$%ICS AND ECONOMIC SOCIO!RA$%ICS

CBD

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A#%*$)li) Fi*(e%% !)% 4 /i*(e%% e(*$e%. A( "(e "/ *!e /i*(e%% e(*$e l" )*e% i( *!e i*: "/

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IMC O8 ECTIVES

SMARTT approach to determine the IMC objectives

SMARTT i% "(e ,): *" %e**i(6 6")l%+ ,!i ! i( l# e% S- % e i/i + M- 9e)%#$) le+ A-) !ie0) le+ R- $e)li%*i + T- *)$6e* 9)$;e* )( T- *i9e/$)9e /"$ ) !ie0e9e(*.

Specific:

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!)% #%* $e e(*l: 6$) #)*e /$"9 #(i0e$%i*: ,i*! ) 8#%i(e%% e6$ee 9) "$i(6 i( M)$;e*i(6 )%,ell )% & :e)$% ex e$ie( e ,"$;i(6 i( ) #%*"9e$ %e$0i e )( %)le% $"le% /"$ )("*!e$ /i*(e%%e(*e$ !)i(. Fi0e l" )*i"(% )$e %ele *e i( l# i(6 S: (e: C8D+ )( 4 %# #$ )( i( 4 i$e *i"(%5

E)%*+ We%*+ N"$*! )( S"#*!.

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-T!e %# e%% "/ *!e%e /i0e e(*e$% ,ill #il ) l)*/"$9 *!)* i% "%%i le *" ex )( *!e%)9e %*:le e(*e$% i( Mel "#$(e )( 8$i% )(e i( *!e /#*#$e.

Measurable:

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Realistic 5

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-H",e0e$+ *!e$e i% ) /ie$ el: "9 e*i*i0e e(0i$"(9e(* exi%*i(6 e*,ee( 9)(: 6:9 $"0i e$% i( C8D )( %# #$ )(. A ;e: "9 e*i*"$ i% Anytime Fitness ,!" i% "//e$i(6 &4'7/i*(e%% e(*e$% i( *!$ee *!e l" )*i"(% *!)* $" "%e /i*(e%% e(*e$ !)i( *" " e( (e, "(e%.

Targeted 5

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CREATIVE APPROACH AND MESSAGE STRATEGY

Sl"6)(

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IMC OPTIONS CONSIDERED

A 0)(*)6e% Di%) 0)(*)6e%

F) e ""; - C)( ex )( *!$"#6! /$ie( %- C)( %ee #%*"9e$ "99e(*% )%

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) i*i"( *!)* )( e $e)*e : *!i% $"9"*i"()l %*$)*e6: i% ex e *e *" e 6$e)* e )#%e i* i% "(e "/ *!e

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%*$)*e6ie% *" /"%*e$ !)(6e. T!e "%*e$ %!"#l !)0e )( i9)6e "/ ) e$%"( ,!" !)% ;e * !i9%el/'!e$%el//i*. T!i% ,ill !el e$%#) e "*!e$% *" "i( >D /i*(e%%. S*)*i%*i % %!",% *!)* #%e% e9 e e "%*e$% $e) !

15

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) "#* ?3+333 "*e(*i)l #%*"9e$% /$"9 *!e C8D 9"%* "/ ,!"9 )$e :"#(6 ) #l*%+ "(%e

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RECOMENDATIONS

8#il i(6 ) "%i*i0e i9)6e )( %*$"(6 le0el "/ $)( ),)$e(e%% )$e i e(*i/ie )% "(e "/

i9 "$*)(* *)%;% i( *!e /i$%* :e)$. T!e$e/"$e+ *!e $e "99e( )*i"( /"$ *!e /i$%* *,el0e 9"(*!%i% *!)* 6e(e$)*i(6 )( e//e *i0e 9)$;e*i(6 %*$)*e6: i% *" ) 0e$*i%e *!e "9 )(: + i9)6e "#* *"

*!e # li . A 0e$*i%i(6 *!e (e,e%* )( 9" e$( 6:9 e3-%e "( "99e$ i)l% ,ill e $" # e )( $") )%*e "( C!)(el 7

)( C!)(el % (e,% i( "(e 9"(*!. T!e 9)$;e*i(6 %*$)*e6: *!$"#6! *ele0i%i"( $"6$)9%

,ill e i0i e i(*" *," %*)6e% i( l# i(6 e/"$e )( )/*e$ " e(i(6 "/ *!e /i*(e%% e(*$e%.

8e )#%e "/ *!e !i6! ) 0e$*i%i(6 "%* "( TV+ *!e "9 )(: %!"#l e(%#$e ) $e)*i0e

9)$;e*i(6 %*$)*e6: *" 9)xi9i=e *!e $e*#$( "( i(0e%*9e(* JROI .• O#* ""$ ) 0e$*i%i(6 )( $i(6 9)(: e(e/i*% %#i*) le /"$ *!i% 9)$;e*i(6 )9 )i6(. T!e

9)$;e*i(6 9)()6e$ %!"#l e i e *" #%e *!e Ci*:li6!*% %:%*e9 *" ) 0e$*i%e *!e e(*e$ %

i9)6e )( $"0i e %"9e )%i i(/"$9)*i"( %# ! )% l" )*i"(%+ " e$)*i(6 !"#$%+ "(*) *

(#9 e$ "$ ,e %i*e. T!e Ci*:li6!*% %:%*e9 i% i%*$i #*e ,i el: "( C8D )% ,ell )%

%# #$ )( %" *!i% )( $e)*e #(ex e *e e//e *% "( 9)$;e*i(6 %*$)*e6:.• T!e /#ll: ex l"i*)*i"( "/ %" i)l (e*,"$; e(e/i*% %# ! )% F) e ""; "$ T,i**e$ )( e *!e

le)%* "%*l: " *i"( /"$ ) 0e$*i%i(6. Wi*! *!e 9" e$( *e !("l"6i )l e0el" 9e(*+ *!e

(#9 e$ "/ e" le )( ) e%% ,i*! %" i)l (e*,"$; )l%" i( $e)%e

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APPENDIX

B,7/et Allo at on

Ite0s Total Re0a n n/

allo at on

Sala- es an7 ot2e- e? enses

• S)l)$ie% i( 1? 9"(*!% /"$ IMC *e)9 9e9 e$%• Re(*)l "/ "//i e % ) e+ /#$(i*#$e+ "9 #*e$ )( "*!e$

e+3??

B1+?11+ 4?

Sale -o0ot ons

• 1333 C"# "( *i ;e*% "/ &3 B1&7+433 B1+> 4+44?

A71e-t s n/

• >3-%e "( 0i e" "( C!)(el 7 )( J4 ,ee;%• O#* ""$ ) 0e$*i%i(6 : Ci*:li6!*% %:%*e9 J4 ,ee;%• I(*e$(e* A % JB17+333'9"(*! x 1&9"(*!% /"$ F) e "";+

T,i**e$+ G""6le+ i(-%*$e)9 ) 0e$*i%i(6 "( Y"#T# e

B +433

B4??+&33

B&34+333

B +34?

B&>3+ 4?

B& + 4?

Remaining funds '

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Refe-en es8el=+ F. M.+ 2 S !9i * ‐ Rie i6e$+ 8. J&313 . M)$;e*i(6 %*$)*e6ie% i( *!e )6e "/ %#%*)i() le

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