THEORETICAL PROVISIONS AND EXPERIENCE IN POSITIONING FITNESS CLUBS BRANDS

Abstract

The paper provides a theoretical systematization and visualization of the four main brand positioning strategies: undifferentiated marketing, concentrated marketing, differentiated marketing, individual marketing, adapted to the conditions of the fitness industry. The choice of positioning strategy for a fitness club of the federal network World Class Belgorod is described with the rationale for the priority positions of the marketing funnel and the implementation of a geomarketing approach in the analysis of target audiences. Geomarketing analysis was carried out using the MTS Business service, which works with depersonalized analytical data on the spatial movements of various categories of subscribers: gender, age, financial situation, etc. As a priority alternative for use in the regional fitness services market, it is proposed to use the Niche Leader positioning strategy. This strategy corresponds to the concentrated marketing approach. The goal of the strategy is to increase the fitness club's customer base by 19,5%.