Marketing Mix Strategy Assignment Help


Fit Life’s marketing mix is comprised of the following approaches to product, pricing, promotion and distribution.

  • Product:

Quality fitness service. This is ensured through implementing quality assurance programs and standardising the quality of service across nationwide fitnesscentres including trainers, facilities, equipment, etc.

A wide range of fitness programs are offered to gain competitive advantage in which these programs are customised for our customer profiles. Our value offers include the following:

  • Swimming
    • 50 metre outdoor pool
    • 25 metre indoor pool
  • Gym for weightlifting and cardio
  • Gymnastics hall (martial arts, boxing and kendo)
  • Recreation hall (squash, basketball, table tennis, badminton, and netball)
  • Classes (Pilates, Yoga, BodyPump, Cycle, BodyAttack, Full Body Lift, and FatBurner).
  • Pricing:

Premium pricing is used to reflect the exclusiveness of our services.

FitLife is currently charging higher for similar services than other competitors out there as we are offering state of the art facilities, top-notch equipment and high-cost personal trainers who have a reputable background in their field.
Based on a market research conducted recently, it was found out that our fee structure is 30% higher than the average market prices.

Nevertheless, there are special price offerings and arrangements for loyal customers, corporate clients and other special client segments.

  • Promotion:

The following promotional activities and materials have been in actively in use:

  • printed material including flyers, newspapers and various fitness magazines
  • main contributor in national fitness fairs
  • advertising in industry specific magazines (such as Men’s Health)
  • advertising in Women’s Weekly
  • customer loyalty programs
  • word of mouth.
  • Placement:

FitLife is a health club chain with 70 health clubs and 182,000 active members in Australia. We provide multi-purpose fitness venues across the country providing state of the art health clubs to swimming pools, sport clubs, squash courts, and many other facilities.

Distribution of our quality services occur through these nationwide fitness centres.

Value Offers

Wearable Health and Fitness Devices and Apps
Wireless enabled wearable technology devices and apps assist in losing weight, increasing physical activity or improving overall health. These devices are able to collect data on your physical lifestyle (such as eating habits, sleeping patterns, calories burnt, etc.) and paired with a companion web account or mobile app. Some famous devices include smartwatches, activity trackers, wristlets, lightweight GPS enabled clip-on trackers, etc.

Bootcamp Health and Fitness Holidays
Health and fitness holidays for people who enjoy time abroad whilst also improving their health.  Major competitors are Thailand Fitness Boot Camp, Health and Fitness Travel, International Fitness Holidays, and CruiseFit.

Group Training Programs


Customised group fitness classes for niche groups including pregnant women, seniors, children, cyclists, kettlebell lovers, post-birth mums, yoga with babies and toddlers, aqua fitness, High Intensity Interval Training (HIIT), body-mind-spirit (yoga, Tai Chi, Hatha, Pilates, etc.), dance and fitness, aqua Zumba, and boxing workouts to name a few.

Customised Daily Meal Delivery


Meals plans designed specifically for weight loss but can also be used for the convenience by people who live a busy lifestyle. Customers order weekly meals fully customised in accordance to their goals. Major competitors are Life n’ Easy, Eat Fit Food, Jenny Craig, and Ultra Lite Australia.

Health Bar


Located in the health club premises, health bars offer freshly made healthy meals, snacks, organic protein shakes, juices, etc. The health bars can also provide handpicked some of the finest organic health products on the market, which can also be extended for online shopping to generate additional revenue.

Training and Employment
To ensure the best quality customer service experience, in-house built training programs can be delivered. The national qualification to become a fitness instructor is the Certificate III in Fitness. When registered as a RTO, a wide range of qualifications can be issued. Promising students can be offered further employment. Theory classes can be delivered online to encourage flexible learning and reduce training costs whereas practical sessions can be conducted in real business premises to foster the teaching experience.
Physio-Gym Culture


Located in the health club premises, physiotherapy service can be offered to diagnose, rehabilitate and improve people with movement disorders. Diagnostic techniques provide targeted treatments which can be integrated into individual exercise program. The service can also be offered to non-members.

Online Health Coaching
The popularity of online health coaching is rising rapidly allowing people to get one-on-one personalised nutrition and training support through remote communication methods which may include Skype, email, etc.

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