Marketing Plan Objectives Robin Russell Alexander Roth Karla Ochsner Company Profile Convenient luxury at an affordable price.
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Transcript Marketing Plan Objectives Robin Russell Alexander Roth Karla Ochsner Company Profile Convenient luxury at an affordable price.
Marketing Plan Objectives
Robin Russell
Alexander Roth
Karla Ochsner
Company Profile
Convenient
luxury at an affordable price
Internal Strengths
Large
service area
Services can be offered to bigger parties
(example: wedding parties)
Pricing
to beat competitors
Guaranteed appointments
Internal Weaknesses
Advertising budget needs to be
considerable to reach desired amount of
clients
Large facility means large start-up cost
required
More overhead costs
Finding enough employees with the
required skills
External Opportunities
Households in Yellowstone County
Women ages 18-64
% of Women that visit day spas
Total Day Spa Market
Divided by 7 Competitors
Target Market
Women
35,411
Billings, MT
x
60%
21246
3035
Target Market Calculations
Total target market
Divided by # of competitors
Target market share -
21,246
7
3035
women
External Threats
3
direct competitors offering all of
the 12 services that we have
available
• Sanctuary Spa & Salon
• Rituals Day Spa & Salon
• Sage Spa & Salon
4
competitors that offer 8 of the 12
services that we have available
•
•
•
•
Depot Salon & Spa
Nail-issimo!
Bella Spa
Guccione’ Salon & Spa
Product Life Cycle
Stage
Marketing development
(Billings area)
Market Maturity
(Nationwide)
Characteristics
Price
is important because
it gives us an advantage
over competitors (especially
for our market’s median
household income)
Emphasis on affordable
prices and quality services
to our clients
We will strive to gain
customer loyalty
Sources
http://factfinder.census.gov
http://dexonline.com
Marketing Plan
Robin Russell
Alexander Roth
Karla Ochsner
Target Audience
Segmentation Strategy
Billings Population
Women in Billings
Women ages 18-64
Number of women
visiting spas (60%)
Target Market share
(divided by 7 competitors)
86,578
46,653
35,411
21,246
4249
Dimensions
Geographic
Billings, MT
Behavioral
Affordable
Conveniently Located (downtown)
Dimensions cont.
Demographics
Women 18-24 that attend day spas
21,246 (based on 60% of women visit spas)
Target Market share divided by 7 competitors
• 3035 women
Dimensions cont.
Psychographics
Experienced staff
Large service area
Full service day spa
Providing 12+ services
Decision Making Process
New Unsought Product
Problem
Women need a place to relax and feel pampered.
Information
Word of mouth
Yellow pages
Decision Making Process cont.
Alternatives
Use at home relaxation techniques.
Taking a bath
Yoga, Pilates, Meditating
7 Competitors
Using at home remedies
Aromatherapy
Herbal teas
Massage Lotions
Decision Making Process Cont.
Decision
Accessible
Affordable
Effective
Evaluate
Top
of the line treatment at affordable
prices.
Sources
www.experiencespa.com
http://factfinder.census.gov
http://dexonline.com