KING FITNESS Shaniya Shabrach-Ortiz LXFM 740 Oscar Bentacur * this is an interactive pdf
https://indd.adobe.com/view/a88f7f32bb7f-4ae9-a3ef-93889d1674a9
Table of Contents Vision Statement Brand Analysis Brand Positioning Perceptual Map Target Market Customer Profiles Marketing Strategy Marketing Message Location Analysis Store Analysis Inspiration Board Floor Plan Final Renders Site Map App Boards App Prototyping App Demo Mockups Closing
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Vision Statement
Smoothie King / King Fitness will be focused on offering customers the full health and fitness journey. They will allow consumers to reach their fitness goals in the gym, while still fueling their body with the proper nutrition provided by Smoothie King after their workout. This gym will give Smoothie King a chance to test out this concept in its first ever gym brick and mortar.
Brand Analysis In 1973, Steve Kuhnau began blending smoothies as a way to help solve his severe food allergies and that’s where the idea for Smoothie King was created. It was then founded in 1989 and opened its first franchise in New Orleans, Louisiana. In 2003, Smoothie King expanded internationally and open numerous stores in South Korea. In 2012, Wan Kim took over as the new CEO of the company. Two years later, the company made the executive decision to update their logo. It now featured a red crown with a double meaning, incorporating the community aspect of the company. Also, in 2014 Smoothie King partnered with the NBA to announce the re naming of the New Orleans Arena to Smoothie King Center. This was a big step for the company and a great way to continue to build brand awareness and give their customers the overall experience. Today, Smoothie King is almost at 1,000 locations ranging from the US to Asia to The Cayman Islands. Smoothie Kings mission statement is to be an integral part of every health and fitness journey. Every one of their Smoothies is still blended with a purpose – yours. Power a workout, lose weight or make food choices you feel good about with the right nutritious Smoothie for your goals and healthy rewards tailored just for you.
Brand Positioning Smoothie King Franchises, Inc. is a privately held, New Orleans-area-based franchise company with more than 950 units worldwide. By creating each smoothie with a “purpose�, Smoothie King makes it simple and pleasurable for guests to achieve their individual health goals. Their stores offer a number of healthy retail products, including sports beverages, energy bars, vitamin supplements and more. With King Fitness, this is taking the process to the next level!
Focused on training classes
Limited Amenities
Perceptual Map
Variety of Amenities
Focused on regular workouts
Target Market The target market will be females / males in their mid-twenties to late fifties, who already maintain a healthy lifestyle or are taking steps towards one.
Psychographics:
Demographics: Males / females mid 20’s to late 50’s Location: metropolitan areas Income: $40,000 + Education: college, bachelor’s degree +
Health conscious concerned about what they are putting into their bodies Always looking at the labels on products Motivated and driven individuals Set short term and longterm goals Very active / exercise daily
Michelle Davis
Slim Blends/Kids Blends
Age: 37 Status: Married Occupation: Personal Trainer Income: $60,000 Two children Bella Michael - gets them a smoothie Always on the go Free time she runs marathons Enjoys yoga and taking her kids to the playground Recommended smoothie: Lean1 Pineapple Mango, Choc-A-Laka
MalikTurner
Fitness Blends
Age: 26 Status: Single Occupation: Web Developer Income: $45,000 He workouts 6 times a week On the weekend he enjoys grabbing a couple beers with his buddies and watching sports Recommended smoothie: The Hulk Vanilla
Nancy Hoffman
Wellness Blends
Age: 59 Status: Married Occupation: Retired Pharmacist Enjoys spending time with her grandkids Baking vegan cookies Taking her chihuahua out for walks in the park Recommended Smoothie: Apple Kiwi Kale
Lee Wu
Take A Break Blends
Age: 44 Status: Single Occupation: Software Engineer Income: $80,000 Works 60+ hours a week Enjoys meditation and traveling in his free time Recommended Smoothie: Green Tea Tango
Marketing Strategy In order to spread awareness about King Fitness we will be utilizing all of Smoothie Kings social media platforms: Instagram, Facebook and Twitter, as well as starting an Instagram account for King Fitness. Customers will be able to see sneak peeks of the gym and be able to tag us when they take their fitness photos. We will also be using the hashtag #skkingfitness to promote the new gym and encouraging customers to do so as well. Besides social media, we will also be placing a billboard off a major highway nearby to help raise awareness about King Fitness. Additionally, we would invite our customers to download our app. Through the app they are able to sign up for our loyalty program, giving them points with every smoothie they purchase, and giving rewards when they hit a certain number of points. When they first sign up, customers will also receive a BOGO coupon as a way of showing our appreciation. Also, within the app, customers will be able to pre order and prepay for a smoothie, allowing them to pick it up immediately after their workout. This way the customer is getting the nutrients they need right away and don’t have to worry about waiting in a long line.
Marketing Message
King Fitness aims to offer their customers the full health and wellness experience, allowing customers to reach their fitness goals in the gym, while providing the proper nutrition with a Smoothie King right inside.
Location Analysis
King Fitness will be located in Charleston South Carolina, in the South Windermere Center. Charleston is one of the most popular cities in South Carolina. It’s known for being a historical haven comprising of a charming upscale community. Charleston maintains a mild climate yearround, making it ideal for an active and healthy lifestyle. South Windermere Center is a dining, shopping, services, and health & wellness destination in the heart of West Ashley. This center caters to our target demographic and we feel it would be the perfect location for King Fitness.
Store Analysis
King Fitness will continue with Smoothie King’s signature colors of white, shades of red, with accents of grey. We want the space to feel modern, but still inviting. There will be a variety of gym equipment to fit everyone’s needs and help them achieve their goals. The fitness area will have an abundance of floor to ceiling mirrors and windows to make the room feel spacious and bright. The Smoothie King will be located near the entrance, so members can pick up their smoothie on their way out of the gym.
Inspiration Board
Floor Plan
Click to view the floor plan online
https://roomstyler.com/3dplanner?room_url=https://roomstyler.com/3dplanner/ rooms/28183510/28399643
Front
Front Continued
Side
Side Continued
Back
Overview
Yoga / Class Center
Locker Room
Massage Chairs
Sauna/Tanning
Site Map
App Boards
App Prototyping
App Demo
Click to view the app online https://xd.adobe.com/view/222cb8796334-4a88-68fc-ff45ef09aba5541d/?fullscreen&hints=off
Billboard
Billboard
Social Media - Instagram
KING FITNESS Thank you !