A service marketing plan for hi-life health spa

Date of Publication

2005

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Y. Cu

Defense Panel Chair

Lucas E. Santiago

Defense Panel Member

Milette Zamora

Abstract/Summary

This service plan aims to present viable tactics and strategy options to Hi-Life Health Spa. The papers primary goal is to help cut its losses and launch a program for its 1st year anniversary. In line with this, the group studied external factors such as economic and psychographic factors that affect market patterns, trend and growth that may pose threats or opportunities, and by having an internal evaluation of its strength and weakness.

After doing the preliminary analysis service differentiation or the lack of it was seen as the primary problem. To address this, the group proposes that Hi-Life Health Spa stress its (Ultimate Relaxing Experience) concept through themed rooms and minor renovations/facelifts. In this particular assignment, sensory marketing turned out to be one of the most important factors for the establishment to succeed. Suggested refinements and points of improvements were based on this concept. Other suggested strategies are additional service increase in price, parking management, a customer database, training of therapist, the establishment of a Spa Boutique a Tea Bar. We are proud to say that the health spa has started to implement and execute our strategies and programs.

Sales promotions like frequency and Elite cards, loosely based on points system marketing, is also to be implemented. Advertisement will be distributed within the 5 km radius of Hi-Life Health Spa, Districts and IV of Q.C., the primary and secondary target market of the establishment. By doing an advertising campaign that directly targets the market the groups believes total cost can be minimized to PHP 596,960. Through the proposed programs, the group projects a jump from 40 to 80 patrons a day which will enable the recovery of its initial investment at the end of the year increasing net income by PHP 2,747,087.42.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16202

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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