Sports Centers Case
One of the great objectives of the Bilbao City Council is to promote sports activities among its citizens. Bilbao Kirolak is the public entity in charge of managing and promoting the use of sports facilities in the city, where it currently has eleven sports centers whose characteristics can be observed at the following link:

https://www.bilbaokirolak.com/servlet/Satellite/bk/esp/instalaciones--0

According to the data provided by the city council, in 2019 the number of people subscribing to Bilbao Kirolak was 81,372 (data from the month of December), thus reaching 23.44% of the population of Bilbao. However, the authorities estimate that this number is still very insufficient and for this reason they are embarking on a marketing plan to promote the use of these facilities.
In order to find out what reasons lead a person to sign up and regularly attend a municipal sports center, a small survey is carried out on some 50 people in which they are asked if they are signed up for one of these facilities, some basic demographic and It is decided to assess a series of characteristics that allow us to know what qualities the respondents are looking for to decide whether to sign up or not.
Obviously the great rivals of these sports centers are the private gyms, and the special characteristics that they have in terms of facilities and facilities, but the council, above all, intends to promote sports activity among citizens and have a sufficient number of subscribers to allow justify the cost of these facilities for the public coffers, as well as retain the subscribers it currently has.

With the data from the survey, the website, and any additional information that you can obtain, make a marketing plan that contains at least the following sections:

1. Analytical analysis of the market from the survey data.
2. Carrying out a SWOT analysis
3. Setting Marketing Objectives
4. Segmentation strategy
5. Targeting Strategy
6. Positioning strategy
7. Customer loyalty strategy
8. Make an outline of the communication campaign: media where we will advertise,
campaign slogan, main points of the campaign, realization of creatives.
9. Campaign budgeting (make an estimate of advertising costs)

 

 

Data:

The survey was carried out on 50 people, who represent the population of Bilbao (345,000 inhabitants). The fields are the following:
- Do you regularly go to a municipal sports center in Bilbao? (Response type Yes/No)
- Man / Woman (a value to select from the two)
- Age (numerical value)
- Monthly income range:
or €0
or €0-200
or €200-600
or €600-€1,000 or €1,000-€1,500 or +€1,500
- Area in which you reside in Bilbao or BilbaoCentro
o Rekalde-Amezola-Zabalburu o Basurto-Zorroza
o Bolueta-Santutxu-Txurdinaga o Miribilla-CascoViejo
or Others
- Level of studies
o Elementary Education o Baccalaureate
or Middle Grade
or Higher Grade
or Grade
or Graduate
- From 1 to 7, how important is your personal image to you?
- From 1 to 7, how do you rate the environment of a gym? (light, music, wide spaces,
etc.)
- From 1 to 7, how important is it to you that the sports facility is modern?
- From 1 to 7, how important is it that sports facilities have a cafeteria?
 - From 1 to 7, how important is it to you that the sports facilities have a swimming pool?
- Reasons why you decide to go to a sports facility (several answers are possible):
or Socialize
o Feel good about yourself doing physical activity o Disconnect
or Others
- Do you use mobile applications to do physical activity at home? (But)
- From 1 to 7, how important is it to you that there is an instructor guiding you during your
process?
- From 1 to 7, how important is it to have sports facilities that are open?
The 24 hours of the day?
- From 1 to 7, how important is it that a sports facility does NOT have
permanence?
- From 1 to 7, how important is the proximity to the sports facility?