Endeering Day Spa Marketing Plan Essay

This essay has a total of 2795 words and 15 pages.

Endeering Day Spa Marketing Plan



ENDEERING DAY SPA
MARKETING PLAN

The Endeering Day Spa is a full-service day spa dedicated to consistently providing high
customer satisfaction by rendering excellent service, quality products, and furnishing an
enjoyable atmosphere at an acceptable price/value relationship. We will also maintain a
friendly, fair, and creative work environment, which respects diversity, ideas, and hard
work.

Market research indicates a specific and growing need in the area for the products and
services Endeering Day Spa will offer in the market it serves. This market strategy will
be based on a cost-effective approach to reach this clearly defined target market. This
approach will utilize resources to create awareness of the spa and encourage customers to
benefit from the convenience and services it offers. Endeering Day Spa will focus on its
client requests, specialty services, premier products, and competitive pricing. Their
mission is to supply services and products that enhance clients' physical health,
appearance, and mental relaxation. The marketing objective is to promote rapid growth and
profitability through effective implementation of the strategy.


Executive Summary

Owners, Matt and Heather Deering, have successfully ran a reputable school that teaches
esthetics, massage therapy, manicuring, and many other services. They have an extensive
background in this industry and have a very good reputation. Endeering Day Spa will, upon
commencement of operations, sell a wide range of beauty services and products. It will
provide quality nail and skin services, along with body treatments. Courses and
information on homeopathic treatments will also be available. What will set Endeering Day
Spa apart from the competition is the commitment to provide all of these specialized
services in one convenient location. The basic market need is to offer a variety of
services at reasonable prices, for the "owe-it-to-yourself" clients, through a
personalized spa that offers excellent service and treatment that encourages people to
pamper themselves


Market Summary
We possess good information about our market and know a great deal about the common
attributes of our potentially loyal clients. We will leverage this information to better
understand whom we serve, their specific needs, and how we can better communicate with
them. The profile of the Endeering Day Spa customer consists of the following geographic,
demographic, psychographic, and behavior factors:

Geographics
· Our immediate geographic market is the Maryland Heights area, with a population of 24,470.
· The City of Maryland Heights encompasses 23.14 square miles of geographic area in need of our products and services.
· Maryland Heights is home to many of St. Louis’s major employers. The Riverport Casino
Complex is Maryland Heights' largest employer, with about 3,240 employees. Other local
businesses with more than 500 employees are Edward Jones, Quest Diagnostics Clinical
Laboratories, Mastercard International, United Healthcare of the Midwest, Watlow Electric
Manufacturing, Electronic Data Systems, KY Pharmaceutical Company, and Schnucks Markets,
Inc.

· Maryland Heights’ residents are mobile. Of the residents here in 1999, 61 percent have
moved in since the city incorporated in 1985.

· The City of Maryland Heights has a relatively young population base. Over half of the
total population is between the ages of 14 and 44. The predominately young age
distribution is most likely associated with the high number of multi-family housing units
within the city that are attractive to young persons. The 1999 median age was 31.4 years.

· The City of Maryland Heights contained a relatively well educated population in 1990.
Census data indicated that overwhelming majorities, approximately 86%, of the residents
are high school graduates and 66% of the high school graduates have some college
education.

Demographics
· Female.
· Single or recently married.
· No children.
· Have attended college.
· A household annual income in excess of $43,000.
· Age range of 20 to 45 years, with a median age of 32.
· Rents apartment or owns their home, townhouse and/or condominium valued at approximately $88,000.
· Work in a professional/business setting in Maryland Heights and its surrounding areas.
Behavioral and Psychographics
· Personal appearance is a priority.
· Has strong awareness of the necessities of mental well being and physical health
· Associates spas as a prestigious form of “self-pampering”

Market Research
· Initial Question Results: The staff will note customer responses to the "How did you
hear about us?" question. We attempt to correlate that with our advertising and
promotional activities and referral-generation programs.

· Suggestions: The suggestion box is another method to gain additional information from
clients. Some of the most productive questions are:

o What suggestion do you have to improve the quality of service?
o What other products or services would you like to have available?
· Competitive Shopping: We will continually shop other day spas. We plan to visit each
competitor in our market at least once each quarter for competitive information, and we
subscribe to many catalogs that have beauty products, herbs, essential oils, and other
specialty products available to the market.


Market Needs
Endeering Day Spa is providing its customers the opportunity to relax and pamper
themselves in a comfortable environment. They have the choice of many services that will
help them look and feel better. They desire their experience to be personal, unique, and
informational as well as a form of stress relief. We seek to fulfill the following
benefits that we know are important to our clients:

· Selection - A wide variety of services, products and treatments.
· Accessibility - The client can directly purchase beauty products used in the spa.
· Personal Client Services - Employees have had extensive training and can help clients
design a spa package that would be most beneficial for them. This enables clients to
benefit from suggestions regarding the services and products in a manner to complement
their skin type and individual needs. They also have access to information on home
treatment taught by professionals at the spa.

· Competitive Pricing - All products and services will be very competitively priced in
comparison to spas in the St. Louis market.


Market Trends & Growth Potential
The day spa industry market is experiencing a tremendous growth spurt. The industry is
expected to realize a rapid increase over the next five years. This is primarily due to
the increased awareness of the health benefits associated with the industry. This growth
also comes from more and more individuals seeking a variety of forms of stress release and
alternative medicine.

More people are turning to homeopathic medicines and the use of herbs and essential oils
to treat ailments instead of a typical visit to the doctor’s office. This could be
because of the increasing costs of medical care. It could also be due to the
ineffectiveness of many medical treatments including antibiotics. Day spas typically
teach individuals how to accomplish total mind and body health with the implementation of
natural elements into their daily routine.

Another factor that could be affecting this growth is the increased number of men that are
also taking a stronger interest in their mental and physical health. Prior to 1990, less
than 20% of the targeted males had even been to a day spa. This percentage has been
rapidly increasing. In 1999, according to Maxim magazine, over 50% of young businessmen
have a health routine that includes a regular visit to a day spa for a massage.

The outlook for this market is very prosperous. It is still in its growth stage and
market projections have determined that it will continue to be in this stage for quite
some time.


Marketing Mix
In brief, our marketing mix is comprised of these approaches to pricing, distribution,
advertising and promotion, customer service, and product offering.

§ Pricing--The pricing structure will be one that is extremely competitive with other
spas. We will offer many discounts for multiple services. For example, the price for a
Relaxing Facial is $30 and an Aromatherapy Full Body Massage is $50 per hour. If a client
wishes to receive both services, a 5% discount will be applied. If three or more services
are performed, a 10% discount will be applied. Our base prices alone are over 20% lower
than our competitors. This is one of our key advantages.

§ Distribution: All beauty products and services will be distributed at the spa. We will
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