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UNIQUE POINT OF DIFFERENCE
A gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
UNIQUE POINT OF DIFFERENCE
A gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
TARGET MARKET
A gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
UNIQUE POINT OF DIFFERENCE
A gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
TARGET MARKET
A gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
How different is Planet Fitness?
• NO HASSLE
• NO SALESPEOPLE
• NO JUICEBARS
• NO CHILDCARE
• NO EXPENSIVE MEMBERSHIP
• MOST IMPORTANT: NO LUNKS!
Planet Fitness is all about you!
UNIQUE POINT OF DIFFERENCE UNIQUE POINT OF DIFFERENCE
PERCEPTUAL MAP Lo
w
Pri
ce
Hig
h
Price
Feature Rich
Economical
Express
UNIQUE POINT OF DIFFERENCE
A gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
UNIQUE POINT OF DIFFERENCE
A gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
HIGH VS. LOW INVOLVEMENT• Involvement - Degree of personal relevance that the product or
purchase holds for that customer
• Although not a very expensive product, Planet Fitness is a high involvement product because of the time component involved.
• Central route to persuasion requires cognitive processing
• Innovation Adoption Model
• Awareness
• Interest Evaluation
• Trial AdoptionA gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
Attention Cognitive
Action Conative PurchasePostpurchaseEvaluation
TrialAdoption
DecisionConfirmation
AffectiveEvaluation
InterestEvaluation Persuasion
KnowledgeAwarenessAwareness
Knowledge
InterestDesire
Innovation Adoption
Model
Decision-Making Model
Tricompetent Model
Innovation Decision Process
Promotional Model
Knowledge
Behavior
Evaluation
Generic Framework
COGNITIVE LEARNING
COPYRIGHT 2010 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL Chapter Seven Slide
UNIQUE POINT OF DIFFERENCE
A gym that focuses on working out, and you the end consumer. A comfortable and friendly place to exercise without the high costs and hassle of sales people. A simple, easy place to get in, get healthy, and go!
