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! The average PF membership costs $15/month. The average membership to other gyms costs $49/month*. In the end, it’s all about you, our members. So to put it another way, all Planet Fitness members, collectively, save $39 a second. And just to drive it all home, here’s a running tally of the money we have saved our members so far this year! *Industry figures taken from the International Health, Racquet & Sportsclub Association’s 2010 survey of fitness-only health clubs. Target Market: Middle Income Females that are health conscious with no kids around the ages of 25-34 Not able to afford costly gym memberships but also don’t want to have to pay for all of the unnecessary services that they don’t use.

Unique Point of difference Target Market 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! 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! How different is Planet Fitness? We don’t have any salespeople, and we don’t bother with all the extras like juice bars and childcare that drive up costs and can make a gym membership seem more like a car payment. Instead, we’ve boiled our business down to the things that you really want in a health club – clean, stylish, hassle-free facilities that are filled with tons of brand-name cardio and strength equipment, and a lot of happy people. If you’re looking for a comfortable, friendly place to exercise, and like a great deal, then you’ll love Planet Fitness.

PERCEPTUAL MAP Express Feature Rich High Price Low Price Economical Planet Fitness $10/month $29 annual $20 start up Xsport Express $20 new member Xsport $29/month No new member LA Fitness $40/month YMCA $52/month $52 new member Lifetime $60/month 275 enrollment Express Economical

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 Adoption 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! Involvement is focused on the personal relevance a product holds for an individual. Understanding whether a product is high or low involvement helps the marketer with all aspects of their planning and strategy. (We chose Planet Fitness to be a high involvement item because people are planning to spend a considerable amount of time (1-2 hours a day, 3-5 days a week) at the gym and want to make sure they enjoy their experience.) When a product is of high importance, a consumer is likely to think through the advertising and examine details and information. This is the central route to persuasion. (An example of this at Planet Fitness is to give potential members a free day to try out the gym; provide new inexperienced members with a free personal training session.) Cognitive Processing Generic Framework – Innovation Adoption Model (Out of all theoretical models for cognitive learning - Awareness , Interest Evaluation, Trail Adoption - Learning involves complex mental processing of information - Emphasizes the role of motivation Awareness Knowledge – Draw target audiences attention with funny commercials. Make people realize Planet Fitness is not your typical gym. Interest Evaluation – Allow potential new customers to try gym for free. Trial Adoption – Become more comfortable with gym environment as you go for a longer amount of time.

Cognitive Learning Knowledge Attention Cognitive Awareness Knowledge Generic Framework Promotional Model Tricompetent Model Decision-Making Model Innovation Adoption Model Innovation Decision Process Knowledge Attention Cognitive Awareness Knowledge Awareness Knowledge Evaluation Interest Desire Affective Evaluation Interest Evaluation Persuasion Behavior Action Conative Purchase Postpurchase Evaluation Trial Adoption Decision Confirmation These are the major models of cognitive learning that have been developed over the years. Although they have different terms, they follow the same three stages of knowledge, evaluation, and behavior. Theoretical Models of Cognitive Learning Cognitive Learning Learning involves complex mental processing of information Emphasizes the role of motivation (This is a move away from the behavioral learning theories of classical and operant conditioning. Cognitive learning focuses on problem solving and consumer thinking. It is closely tied to information processing and how consumers store, retain, and retrieve information.) 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!