Marketing Plan Heaven's Touch Spa

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REPUBLIC OF THE PHILIPPINES

NUEVA ECIJA UNIVERSITY OF SCIENCE AND TECHNOLOGY, OFF-CAMPUS PROGRAM


BRGY. CONCEPCION, GENERAL TINIO (PAPAYA), NUEVA ECIJA

MARKETING PLAN
Heaven’s Touch Spa

Prepared by:
Joana Marie C. Amboy
Jessa D. Bulacan
Ryan Jay L. Clariño
Nadine F. Cumla
Joy Anthony P. Fajardo
Mary Ann S. Fajardo
Jefferson D. Romero

Prepared for:
Mrs. Marilou M. Lacsina, CPA, MDM, MBA
CMBT Program Head
TABLE OF CONTENTS

I. Executive Summary
II. Business Goals and Objectives
II.1 Objectives
II.2 Mission
II.3 Vision
III. Current Marketing Situation
III.1 Historical Background
III.2 Business Name Origin
III.3 Business Logo
III.4 Product
III.5 Price
III.6 Location
III.7 Map Location
III.8 Store Layout
IV. Environmental Analysis
IV.1 SWOT Analysis
IV.2 Industry Analysis
V. Market Analysis
V.1 Market Segmentation
V.2 Target Market and Positioning
VI. Marketing Strategies
VI.1 Promotional Measures
VII. Budget
VIII. Action Programs
I. EXECUTIVE SUMMARY

Heaven’s Touch Spa is located along the highway between Fitness Gym and Don Benitos at
Rizal St., Barangay Poblacion East, General Tinio (Papaya), Nueva Ecija. Heaven’s Touch Spa
offers different massage services which includes Head Massage, Ventosa, Hot Stone, Thai-
Massage, Swedish Massage, Whole Body Massage, Hand and Foot Reflex, and Hand and Foot
Spa.

The owners of Heaven’s Touch Spa are also the managers who have different backgrounds.
Their different experiences will contribute for the overall betterment of the company. Continuous
acquiring of knowledge about various massages, communicating skill, and service development
are also the major factors for the success of the company. All of these characteristics showcase
by the owner-managers.

Heaven’s Touch Spa target customers are the residents, mostly those who works, of
Barangay Poblacion East, General Tinio(Papaya) Nueva Ecija and the people reside near the
location.
II. BUSINESS GOALS AND OBJECTIVES

II.1 OBJECTIVES
 Continually increasing sales revenue.
 Net profit by end of second year.
 To increase the number of clients served by at 20% per year through superior
performance with words of mouth referral.
 To create a services based spa, whose goal is to exceed customer expectations.
 Keeping current client happy and satisfied.
 Have a client retention rate of 90% by end of first year.
 Become an established community spa destination by the end of the first 12 months.

II.2 MISSION
Heaven’s Touch Spa aims to provide a comforting yet stimulating services in an atmosphere
where customers will be able to relax both their body and mind through holistic methods,
assuring the best experience for our customers.

II.3 VISION
Heaven’s Touch Spa will establish itself as a desirable destination where clients, even with
their family or companions, can always come to escape the stresses of life, revitalize their
energies, and lives.
III. CURRENT MARKETING SITUATION

III.1 HISTORICAL BACKGROUND


Massage therapy history dates back thousands of years to ancient cultures that believed in its
medical benefits. The first written records of massage therapy are found in China and Egypt.
2700 BCE: The yellow Emperor’s Book of Internal Medicine.” This book was first
published in English in 1949, but has become a staple in massage therapy training and is also
often used as a textbook for teaching many other forms of alternative medicine such as
acupuncture, acupressure and herbology.
2500 BCE: Egyptian tomb paintings show that massage therapy was also a part of their
medical tradition. Egyptians get the credit for pioneering reflexology. Their studies and traditions
greatly influenced other cultures such as the Greeks and Romans.
1500 and 500 BCE: The first known massage therapy traditions come from India, but
practice may have actually originated around 3000 BCE or earlier. Hindus used the art of healing
touch in practice of Ayurvedic medicine. Ayurveda, Sanskrit word, translate to “life health” or
“life science.” It is regarded as the basis of holistic medicine, combining meditation, relaxation
and aromatherapy.
Early 1800s: It was from this early massage therapy history that the Swedish doctor,
gymnast and educator Per Henril Ling developed a method of movement known as the “Swedish
Movement System.” This is regarded as the foundation for Swedish massage most commonly
used in the West today. Today the most common types of massage practiced in the western
hemisphere are Swedish massage and the Japanese massage practice of Shiatsu.

III.2 BUSINESS NAME ORIGIN


Since our business is all about the works of hands and our aim is to provide relaxing
services, we decided to choose “Heaven’s Touch” as our business name among other names that
we have searched on internet for some basis, which complements the idea.
III.3 BUSINESS LOGO

The business logo was strategically formed by the owners which is a combination of colors and
figures that have significant meanings for the business.
 Octagon – has 8 sides which most people believe that it is a lucky number.
 Lavender – restful state of mind
 Gold – generosity of time, value, high quality
 White – calming, organize and out of chaos, new beginning

 Brown – friendly and approachable, homely, comfortable, warm, natural and organic
 Lotus & Stack stones – signifies the nature of business which is Spa
III.4 PRODUCTS/SERVICES
Our business is spa which offers different massage services. It involves rubbing and
stimulating of muscle to reduce tension with the use of different kinds of oils such as olive oil,
coconut oil, sweet almond oil, grape seed oil, sunflower oil, argan oil, sesame oil, etc., typically
done by a trained or licensed professional.

Such services include:


 HEAD MASSAGE – also known as Champissage where head, neck and face are being
massaged.

 VENTOSA – also known as Cupping Therapy which involves of putting special cups on
your skin for a few minutes to create suction.

 HOT STONE - also known as Stone Massage that uses a smooth flat and heated rocks
placed at key points on the body.

 SWEDISH MASSAGE- is the most common and best known type of massage in the West;
involves kneading, long strokes, deep circular movements, and passive joint movements.

 THAI MASSAGE – called “Thai Yoga Massage” is an ancient healing system combining
acupressure, Indian Ayurvedic principles and assisted yoga postures.

 WHOLE BODY MASSAGE – usually include your arms, legs, hands, and feet, your neck
and back, your stomach buttocks.

 HAND & FOOT REFLEX – it is a popular form of alternative healing and the main areas
which are work upon are the hands and feet.

 HAND & FOOT SPA – treatment that usually includes a long soak to relax the hand or
foot and loosen the skin.
III.5 PRICE

Table 1 Heaven’s Touch Spa Services Cost


SERVICES PRICE PEAK HOUR LEAN HOUR
RATE RATE
Head Massage Php 99/15mins Php 120/15mins Php 80/30mins

Ventosa Php 299/30mins Php 320/30mins Php 200/1hr

Hot Stone Php 299/30mins Php 320/30mins Php 200/1hr

Swedish Massage Php 349/1hr Php 370/1hr Php 250/1hr

Thai Massage Php 349/1hr Php 370/1hr Php 250/1hr

Whole Body Massage Php 249/1hr Php 270/1hr Php 150/1hr

Hand & Foot Reflex Php 149/30mins Php 170/30mins Php 100/30mins

Hand & Foot Spa Php 149/30mins Php 170/30mins Php 100/30mins

Our pricing strategy is based on what we saw on similar spa business. We do not charge
over nor substantially under, but just a standard price for our services. Our standard price is
equivalent to 15 minutes - 1 hour. Customers may demand for time extensions which is basically
subjected to an additional fee. However, these prices may also vary on the volume of customers
in a specific period of the day --- an increase during peak time and a decrease during lean time.
Sample Menu
III.6 LOCATION
Heaven’s Touch Spa is located along the highway between Fitness Gym and Don Benitos at
Rizal St., Barangay Poblacion East, General Tinio (Papaya), Nueva Ecija, Philippines. The place
is surrounded by different existing businesses like Water Refilling Station, Lily’s Merchandise,
Romel & Winnies Lechunan, Estella Tailoring, Generika, and near General Tinio Public Market.

III.7 MAP LOCATION


HEAVEN’S TOUCH SPA

MAP LAYOUT FRONT VIEW


III.8 STORE LAYOUT
OPERATING HOURS:
MONDAY-SUNDAY 11:00 AM – 1:00 AM

16 ft.

30 ft.

TELEVISION
TELEVISION

IV. ENVIRONMENTAL ANALYSIS


15 ft.
IV.1 SWOT ANALYSIS
Strength Weakness
 Excellent well trained staff, offering  Cash flow will be
personalized customer service. unpredictable.
 Easily accessible location for customers.  Has one related competitor.
 Providing an environment conducting to
giving professional service in an attractive,
relaxing atmosphere.
 Great referral benefits for clients.
Opportunities Threats
 Continuing opportunity through strategic  Dramatic changes in economy.
alliances for referrals and marketing activities.  Potential new competitors in
 Benefiting from high levels young the area.
professionals in the area.  Weather Condition.
 Continuing awareness of spa industry and its  Cost increase of raw materials.
importance to help.
 Expansion in the other markets.
Table 2 Heaven’s Touch Spa SWOT Analysis

The SWOT Analysis of Heaven’s Touch Spa show the four major aspects that could
affect the business success; strengths that must preserve, weakness that must acknowledge,
opportunities that must take advantage of, and threats that must be eliminated.

As shown in Table 2 Heaven’s Touch Spa strengths are somehow connected with the
opportunities. The business weaknesses and other unforeseen threats will lessen as the business
grows and gains recognition and popularity. In addition, our consistency on providing quality
service will minimize the possibility to be defeated by other competitors.

IV.2 INDUSTRY ANALYSIS


In 2015, there were 120,000 spas around the world that generated approximately $99 billion
in revenue. However, the demand for spas is growing not only in the U.S but around the world.
The global spa market is forecast to rise at a compound annual growth rate (CAGR) of 5.66%
from 2017 to 2021. The demand for spa services is connected to personal income, tourism and
other demographic trends, but the hectic pace of modern life may also increase the need for these
wellness services, according to Beth McGroaty, Director of Research and PR at the Global
Wellness Institute.
In the recent years, spa industry in the Philippines developed with the surge in the number of
spa establishments in Metro Manila, Metro Cebu, and other cities and provinces. According to
the National Strategy and Policy Framework report, most of these new establishments cater to
the local market.

V. MARKET ANALYSIS
There are no exact competitors, but there is one related competitor in General Tinio (Papaya).
This only related competitor is the “Just Pampering” (1km. away from our location) which
specializes on beauty aspect while Heaven’s Touch focuses on health/wellness aspect and the
first business to offer this kind of services within the area. By this fact and the nature of service
Heaven’s Touch will provide, success will be readily achieved.

V.1 MARKET SEGMENTATION


In classifying our market, we used the geodemographic segmentation. Our market segment
will be from General Tinio (Papaya), Nueva Ecija, from any gender and religion, from
professionals as well as non-professionals, from the age of 18 and above with individual or
household minimum income of 5,000 pesos.
V.2 TARGET MARKET AND POSITIONING
We are targeting the residents, mostly those who works, of Brgy. Poblacion, General Tinio
(Papaya), Nueva Ecija as well as other potential customers reside near the location. Heaven’s
Touch Spa will position itself as a new destination for those people who have limited time to
unwind and pamper theirselves in a considerable price and quality service.

VI. MARKETING STRATEGIES

VI.1 PROMOTIONAL MEASURES


Heaven’s Touch Spa will implement the following advertising and promotional strategies.

FACEBOOK PAGE
To inform the public about our business by inviting people to like/follow our page and
get some updates about our spa. It can also use as our way of getting feedbacks and suggestions
for some improvements.

www.facebook.com/Heavens-Touch

EVENT PARTICIPATION
 Medical mission/Barangay free check-ups/Health Seminars
- Demonstration/free massage service for minimum of 5 minutes while promoting our
business through talking to potential customers
- Includes distribution of flyers
- Offering of our Loyalty Card for free

Sample Flyer

DIRECT MAILS
For sending a personal message to our customers, especially those who celebrate their
birthdays, offering special promos for them.

E-MAIL ADDRESS: HeavensTouchSpa@gmail.com

To: Ms. Amboy

From: Heaven’s Touch Spa

Happy Birthday, Ms. JM Amboy! As you celebrate your Birthday today, we would like to give you a special
offer of granting you a 50% DISCOUNT TO ANY OF OUR SERVICES! Come & visit Heaven’s Touch Spa
and experience the real deal. SEE YOU!

TELEMARKETING
For reservations, bookings, promotions or inquiries.

CONTACT #: 099-932-1112/080-080

“GOOD DAY! Are you longing for a little rest and relaxation? You don’t have to travel far to find it. In fact,
it’s right here. Our spa services are the perfect way to unwind. We can help you destress with a Swedish
massage, soothe your tired muscles and much more. We’ll be happy to schedule your massage session
today. Your trip in to relaxation begins when we return to the line.”

LOYALTY CARD
 Membership containing customer’s information such as name, address, contact number,
e-mail address, facebook e-mail address, birthday, a photo, no. of referrals, and services
availed.
- Entitled of 15% discount increasing to 5% per year (for active customers), not
exceeding to 50% discount.
- Usable for all services in every session.
- Avail a loyalty card for only 100 pesos.

Sample Loyalty Card

OTHER PROMOTIONS:
 Referrals: get 25% discount in any services for every 5 persons referred.
 Free head massage on your 8th visit.
 Birthday Promo: a group of 4 people (including the celebrant – free)
 Opening Promo: First 10 customers for the first 2 days – 50% discount
: For succeeding customers for the first 2 days – 20% discount
: All customers within the opening month can get a loyalty card for 50
pesos only

VII. BUDGET
Advertising Budget

Catalogue 10pcs. (100 print each + 300 paper) Php. 1300


Flyers 100pcs. (25pcs paper 8 each) Php. 200
Tarpaulin business name (2 1/2 x 8.) Php. 300
Tarpaulin menu (2 1/2x5) Php. 190
Speaker Php. 500
Telephone/Internet Php. 1300
Fb/E-mail accounts Php. 0
Loyalty card Php. 5000
Gasoline/Transportation (Promodiser) Php. 420
Contingency fund Php. 921

TOTAL Php. 10131

VIII. ACTION PROGRAMS

Activities Duration Objectives Personnel-In-


Charge
Pre-opening 2 months  Preparation & Canvassing  Manager
of materials and equipment  Cashier
 Minimal repairs,  Therapists
maintenance and setting of
the place
 Orientation/Training

Opening 1 month  Distribution of flyers  Manager


 Promotion of business/  Cashier
services to the market  Therapists
 Actual rendering of
services

Monitoring Daily/Weekly  Inventory of stocks, sales  Manager


and expenses
 Monitoring of daily
operation

Product/Servic  Introduction of new  Manager


e services such as aroma
Development therapy, bodywraps, body
scrub, etc.
 Home services/On-call
services
Table 3 Action Programs

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