The NFC Web site is out of date (offering February deals in April) and when a user clicks on “FAQS” a box comes up, “Coming soon!” The NFC doesnt say how many facilities it has, and seems to be hyping its invitation: “Come in today, you wont regret it!” The NFC claims its facilities “surpass our competitors” — but how?
Conclusion / Recommendations for Bally. If Bally was really interested in a new marketing strategy, they would use the latest obesity data from CDC and other reliable sources to their benefit. They could guarantee that if you follow our nutritional and exercise program youll lose weight. There are reality TV shows on weight loss and Bally could certainly get into that genre as well. The company needs to provide some sort of meaningful pledge to lure Americans into their stores — and that meaningful pledge should take into account things that 24-Hour Fitness is not offering, and things that relate to the terrible economic conditions that millions of Americans are currently facing.
As was mentioned in the Thesis / Introduction, hyping the baby boomers as the most “health-conscious generation in U.S. History” is patently absurd and hurts Ballys credibility.
24-Hour Fitness. “About Us.” Retrieved April 12, 2010, from http://www.24hourfitness.com/company/about_us.
Bally. “The Leader in Fitness / Our Fitness Approach / Frequently Asked Questions / Bally
Financing — Todays Best Fitness Opportunity.” Retrieved April 12, 2010, from http://www.ballyfitness.com.
Centers for Disease Control. “Obesity and Overweight.” Retrieved April 12, 2010, from http://www.cdc.gov/nchs/fastats/overwt.htm.
ConsumerAffairs.com. “Knowledge is Power! Consumer News, Reviews, Complaints,
Resources, Safety Recalls.” (2009). Retrieved April 11, 2010, from http://www.consumeraffairs.com.
Hart, Christopher W.L. “The Power of Unconditional Service Guarantees.” Harvard Business
Review. (1988): 54-62.
National Fitness Center. “Our Mission.” Retrieved April 13, 2010, from http://nfc1.info/mission_statement.php..