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In order to offer our customers a well-adapted value proposition, we first have to define the different possible segments. To do so, we have defined four different variables, one geograhic, one demographic and two behavioural ones.
Marketing plan
Segmentation
Geographical situation
As we have decided to implement our sport club on the Belgian market, we have to divide it into segments according to the geographical situation of the population. In fact, we cannot be present on the entire Belgian market at such an early stage of our sport club. The regions are Brussels, Wallonia and Flanders.
Practice of physical activity
A sport club will only attract people that are already willing to participate in such activities. We will thus divide people of each region according to their sports habits. In order to assess it, we chose to consider the proportion of people that practice sport, enough for them to sweat, at least once a week. In that respect, here is the situation of each region.
Source: statbel.fgov.be
Source : Tafforeau, J. (2009). La pratique d’activité physique.
Age
Age
We have decided to segment the market according to the age, as followed: 19 – 35, 36 – 45 and 46+.
In fact, as explained in the customer analysis, the age has an influence on the fact of doing sport or not. The statistics show that the 19-35 are more likely to practice physical activity, at least once a week, except for Flanders.
Moreover, it has also an importance as regards the use of the Internet and mobile application.
Source: statbel.fgov.be
Expectations
Thanks to our survey, we were able to establish a list of people’s expectation, regarding sport clubs (see customer analysis).
It appeared that “flexibility” was one the most common one, as society often impose strict and sometimes heavy time schedules. Other expectations include: atmosphere, proximity, adapted level and same age.
It should be noticed that we made the hypothesis expectation proportions are similar among the age brackets for each region.
The high flexibility need (74%) among the 36-45 segment could be explained by the professional status of those people and their schedule, contrary to the two other age brackets that include students or older people that are more likely to find time for their physical activities. However, there is a need for flexibility that is higher than 50% in each category, which supposedly represents one of the biggest lack regarding traditional sport club.
These four criteria can be summarised by a segmentation tree.
