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Relax-In-It Spa & Salon

Relax-In-It Spa & Salon. 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)

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Relax-In-It Spa & Salon

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  1. Relax-In-It Spa & Salon Marketing Plan Objectives Robin Russell Alexander Roth Karla Ochsner

  2. Company Profile • Convenient luxury at an affordable price

  3. Internal Strengths • Large service area • Services can be offered to bigger parties (example: wedding parties) • Pricing to beat competitors • Guaranteed appointments

  4. 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

  5. External Opportunities Households in Yellowstone County • Women ages 18-64 35,411 • % of Women that visit day spas x 60% • Total Day Spa Market Billings, MT 21246 • Divided by 7 Competitors • Target Market 3035 Women

  6. Target Market Calculations Total target market 21,246 Divided by # of competitors 7 Target market share - 3035 women

  7. 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

  8. Product Life Cycle

  9. Sources • http://factfinder.census.gov • http://dexonline.com

  10. Relax-In-It Spa & Salon Marketing Plan Target Audience Robin Russell Alexander Roth Karla Ochsner

  11. Segmentation Strategy • Billings Population 86,578 • Women in Billings 46,653 • Women ages 18-64 35,411 • Number of women visiting spas (60%) 21,246 • Target Market share (divided by 7 competitors) 4249

  12. Dimensions Geographic • Billings, MT Behavioral • Affordable • Conveniently Located (downtown)

  13. 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

  14. Dimensions cont. Psychographics • Experienced staff • Large service area • Full service day spa • Providing 12+ services

  15. Decision Making Process New Unsought Product Problem Women need a place to relax and feel pampered. Information • Word of mouth • Yellow pages

  16. 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

  17. Decision Making Process Cont. Decision • Accessible • Affordable • Effective Evaluate • Top of the line treatment at affordable prices.

  18. Sources • www.experiencespa.com • http://factfinder.census.gov • http://dexonline.com

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