Individuals Seeking Stress Relief Marketing Essay

Dreamy Day Spa will aim the geographic country of Park Slope in Brooklyn, nothing codification 11238, in its first twelvemonth of concern. The identified groups in this mark market are: 10

Professional men/women between the age of 25 and 60 with incomes between $ 60,000 and over. Harmonizing to the 2002 nose count, there are over 48,175 work forces in this demographic class. 10

Persons seeking Stress Relief/ Alternative medical specialty from 35 of age to more who have disposable income. The figure of people seeking emphasis alleviation is unknown ; but there are over 100,000 work forces and adult females in this geographic location. 10

Men/Women Head of Households between the age of 25 to 45 with a household income of $ 45,000 and over. There are about 68,000 adult females with kids up to age 18 in this bracket income. 10

Brooklyn has a population that is altering and going more informed of emphasis, its affects and are hence seeking for alternate methods of control other than drugs. This is in portion to the altering demographics of Brooklyn and the extremely educated, informed consumer. Soon, there are many watering places that are opening, but non-are specifically for people of colour. Dreamy Day Spa seeks to function people of colour who are cognizant of the good consequences from having curative massages, and salon interventions. Peoples who are willing to pay norm or above monetary values for this service in an upscale ambiance. 11

A recent market study of 1000 people that fit this demographic country showed that 65 % would be willing to pay $ 65 an hr for a massage, and $ 250 for a relaxed all twenty-four hours spa experience. 11

Target Market Segment Strategy 11

Competition 12

Pricing 13

Ad and Promotion 15

Market Trends & A ; Growth Potential 15

SWOT Analysis 16

STRENGTHS 16

WEAKNESSES 16

OPPORTUNITIES 17

THREATS 17

appendix a 18

market analysis sum-up

Our immediate geographic market is Park Slope and near vicinities country, which encompasses 68,000 square stat mis with a population of 65,047. Park Slope is place of New York City major employers. There are 11 hotels in or near Park Slope ; their clients, and workers can be a really of import plus to our constitution. The age distribution, provided by Zillow.com, shows that the average age of Park incline is around 35 old ages old. Park Slope occupants enjoy the twenty-four hours spa atmosphere. This country is the most convenient topographic point for relaxation, where clients enjoy their free clip. A Market Analysis has been created as a scheme to understand Park Slope occupants. It defines how and to whom Dreamy Day spa should be marketed. The mark market is indispensable to advance a dependable and strong image of our Day watering place.

The cardinal findings are defined geographically with a population base of about 65,000 people, strategically with a busy country and close propinquity to transit, extremely trade country outgo for eating houses, hotels, retails, etcaˆ¦

The market trends show a turning attractive force towards twenty-four hours spa environment and experience. Park Slope is considered has one of the “ hep topographic point ” in New York City, and a positive penetration from interviewees of our study.

Dreamy Day Spa Marketing Plan

Dreamy Day Spa will be dedicated to help client satisfaction by supplying enormous services, and merchandises. The company ‘s environment will offer a pleasant and welcoming atmosphere. The Market research, in the specific line that Dreamy Day spa will function, shows an addition in demand. This market scheme end will make a profitable attack to specify mark market. It will use schemes to distribute the being of the watering place and promote the upcoming of clients to profit from the patness of services it will offer.

Evidence of market need / primary research consequences

We have established a successful method of carry oning needs-based market research, deploying a primary scheme composed of interviews conducted at the Park Slope country on Saturday 5th to Sunday 6th of February 2011, and a secondary research scheme, by analysing a research made by one of the competition. These schemes relied on resource handiness and client demands. As a consequence, female campaigners with an income between $ 66,000 and $ 85,000 responded 80 % of the studies made in the Park Slope country ; 90 % of the respondents declared that they largely visited watering place that were closest to their place, 75 % of these 90 % referred their watering place to their friends, and 40 % of the female respondents are unemployed. The most popular interventions requested in Day spa were Massages and Body Treatments, which cost over $ 200. Four interviewers were intentionally placed in forepart of the two rivals, D’Mai, and Sage spa to carry on these interviews.

Dreamy Day Spa selling Objective.

Dreamy Day spa marketing aim will be to turn quickly in the Day watering place market, and to go profitable through our market scheme.

Service and merchandise offering

Dreamy Day SpaA offers curative massage services, organic structure interventions, seventh cranial nerves and anti-aging interventions, waxing services, hair services ; nail interventions, and make-up. Servicess are provided by accredited healers, aestheticians, and nail technicians.

Facials

Quick Results Facial

Customized Facial

Stress Relieving Spa Facial

Oxygenation Facial

Powerful Surface Peeling Facial

Pumice Peel Manual Micro-dermabrasion Facial

Acne-clearing Treatment Facial

Body Scrubs and Wraps

Aroma Therapy Oil Wrap

Herbology Body Polish

Mud Therapy Body Mask

Trissage Body Smoothing

Micro Treatments

Kerafole Elbow Rescue

Herbology Hand Retexturizer

Lip-Conditioning

Multi-task Eye Mask

Massages

Authoritative / Swedish Massage

Swedish

Back, Shoulder, Neck

Reflexology

Pregnancy Massage

Stress Reliever Massage

Deep Tissue

Hot Stone Massage

Combination

Combine any Authoritative massage with a Specialty massage for an hr and a half of entire indulgence.

Express

Reflexology

Spa Packages

Nail Treatments

Manicure

Pedicure

Acrylic

Spa Pedicure

Pedicure

Fills

Pink & A ; White Fills

Signature Manicure

Oil Manicure

Polish Change

Nail Repair

Hair Servicess

Haircut

Shampoo & A ; Blow Dry

Long Hair and Up Styles

Bang Trim

Weddings

Coloring

Single Procedure

Double Procedure

Color Correction

Weaves and Highlights

Partial Weaves

Perms & A ; Straightening

Chemical Straightening

Permanent Waves

Coiling Perm

Customer Service

Dreamy Day spa will guarantee that every employee is extremely trained, because exceling client service will be the primary end of the company. Supplying an first-class client service will distinguish the company from rivals. The high quality of our service will vouch the return of our patronage. Private session will be provided to every Dreamy Day spa client for a comfy relation with our professional technician, which will make a solid employee-client relationship.

Target Market

Dreamy Day Spa will aim the geographic country of Park Slope in Brooklyn, nothing codification 11238, in its first twelvemonth of concern. The identified groups in this mark market are:

Professional men/women between the age of 25 and 60 with incomes between $ 60,000 and over. Harmonizing to the 2002 nose count, there are over 48,175 work forces in this demographic class.

Persons seeking Stress Relief/ Alternative medical specialty from 35 of age to more who have disposable income. The figure of people seeking emphasis alleviation is unknown ; but there are over 100,000 work forces and adult females in this geographic location.

Men/Women Head of Households between the age of 25 to 45 with a household income of $ 45,000 and over. There are about 68,000 adult females with kids up to age 18 in this bracket income.

Brooklyn has a population that is altering and going more informed of emphasis, its affects and are hence seeking for alternate methods of control other than drugs. This is in portion to the altering demographics of Brooklyn and the extremely educated, informed consumer. Soon, there are many watering places that are opening, but non-are specifically for people of colour. Dreamy Day Spa seeks to function people of colour who are cognizant of the good consequences from having curative massages, and salon interventions. Peoples who are willing to pay norm or above monetary values for this service in an upscale ambiance.

A recent market study of 1000 people that fit this demographic country showed that 65 % would be willing to pay $ 65 an hr for a massage, and $ 250 for a relaxed all twenty-four hours spa experience.

Target Market Segment Strategy

Our clients will bespeak one or more of these classs: Self-Pampering/Relaxation, Alternative Care Users, and Athletes. These offered classs will distinguish the demand of peculiar intervention for each person. These clients will indulge in:

Self-pampering or relaxation is the most demanding service of any watering place, and a critical measure of Dreamy Day spa acknowledgment. Satisfied clients will come more frequently, and they will mention our watering place to their household and friends. To pull this sort of patronage, we will put an ad in the local newspapers with a voucher, Gift Certificate, etcaˆ¦

Alternative Care users will be the clients who seek natural interventions. To pull this sort of patronage, we will put postings at local option attention, and ads in local alternate newspapers.

Athletes will give viva-voce recommendations, if they notice an betterment in their public presentation. They will go regular.

Competition

Due to the popularity of the spa tendency, there are many spa concern opened up in this recent twelvemonth in park incline. The rivals that we concern are those watering places that located in the same country. There are eight watering places already excepting our Dreamy Spa in park incline. However, comparison to the size, investing, manner, mark market, and image, there are two chief watering place, which seems to be our effectual rivals.

Dream Day Spa possible rivals in Park Slope come from the following two-day watering place: D’mai urban Spa and Sage Spa Urbana. D’Mai Urban Spa has good reappraisals and a really good name in the industry. Their pricing are really high comparison to other watering place in the country, nevertheless, due to their repute, their clients stay loyal. The following is Sage Spa which is extremely rated ( voted Brooklyn ‘s # 1 watering place on citysearch.com ) . Sage Spa has been in being since 2004. They will be our largest rivals because, they portion a large portion of our coveted mark market. Our end is to pull a generous sum of their clients. Dreamy twenty-four hours Spa competitory advantage over D’Mai urban watering place and sage Spa consists of reasonably lower monetary values, personal assignments, confidentiality, merchandises that are formulated for all cultural groups. Dreamy Day Spa is offering adept massage and holistic seventh cranial nerves in a beautiful calm scene. We show concern for what affairs to our clients. Individual attending, personal tailored Sessionss are our usher. We are proud and passionate about what we do. Dreamy Day Spa ever listens to his clients ; Train his staff to be ever helpful, gracious, and knowing.

Pricing

Dreamy Day Spa will be competitory with the market place, and will put the monetary value of services in the center to upper terminal for massage services. In general, the monetary value agenda will be as follows:

1A? hr massage $ 160

1 hr massage $ 85

A? hr massage $ 45

Massage bundle ( 5 Sessionss ) $ 400

Gift Certificates $ 40

Body Wraps $ 200

Body Waxing $ 75

Manicure $ 15

Pedicure $ 25

Payment is due at the clip of service. Merchandises will be sold at the suggested retail monetary value. If stock list remains at a high degree, so publicities will be considered. Dreamy Day Spa will accept hard currency, look into cards and debit /credit cards

The fixed disbursals for this concern mean $ 1,817 per month. At a monetary value of $ 85 per massage, the breakeven point for this concern is 22 massages per month or approximately 6 massages per hebdomad to cover costs. It is expected that this concern will bring forth adequate income for the proprietor to work full clip at this venture by the fifth month in concern. Until that clip, the proprietor will necessitate to work full-time at a local watering place as a massage healer

Ad and Promotion

The Dreamy experience will be communicated through a wireless run, an Internet web site, direct mailing publicities, and a Grand Giveaway of a Full Day Spa Treatment.

There will be pocket mirrors, money cartridge holders, and cardinal ironss given away with Dreamy Day Spa on them. There will be a imperativeness release and it will travel to the local newspaper.

Market Trends & A ; Growth Potential

In the past 10 old ages, the twenty-four hours spa industry market has increased enormously, and will go on to come on in the close hereafter. This growing is due to people ‘s consciousness of the wellbeing associated to spa interventions. Day spas provide persons with an execution of natural mending into their day-to-day life. Work force are besides handling their organic structure and soul more earnestly. From 1990 to 2010, the per centum of targeted work forces traveling to a spa went from less than 20 % to over 50 % harmonizing to harmonizing to Maxim magazine. These work forces started to bask a restful massage. This new mark will go on to turn, and it will be an advantage for Dreamy Day spa.

SWOT Analysis

Strength

High degree of professionalism

Assortment of intervention processs

Low monetary value comparing with other watering place

Our watering place besides has its ain web site that can assist advance the watering place and will supply on-line engagement. Appointment and on-line contacts of the clients which will experience really convenient

Failing

Servicess are about the same as the other watering place, and it is a new watering place within the country, it is difficult to maintain up with competition. We have to seek difficult in term of the publicity.

Cash flow will be unpredictable.

Have no current client base.

Addition of the competition by the visual aspect of new watering place

Opportunity

Finding surrounded environment such as tendency can admit us to the clients.

Presents, people are really concerned about their wellness which is one of our biggest chances.

Menace

Similar consequence of intervention

Addition of the competition

Same manner of publicity

appendix a

Participants name:

Patrick Ramirez

Latisha Smith

Cornelia Sonde

Aurelien Gerard

Naima Elatrech

Claude Rivel

Sinium Lee

John Stamos

Mr & A ; Mrs Jackson

Kelly Lenardon

Mark Morford

Robert Reed

Dreamy Day Spa Survey

Full Name: __________________________

E-Mail ( optional ) :

Sexual activity

a-?Male

a-? Female

How old are you?

a-?Under 25

a-?25-35

a-?36-45

a-?46-55

a-?56-65

a-?Over 65

Are you presently working?

a-?Employed

a-?Retired

a-?Unemployed

a-?Student

What is your one-year Income?

a-?0- $ 25,000

a-? $ 26,000- $ 35,000

a-? $ 36,000-45,000

a-? $ 46,000- $ 65,000

a-? $ 66,000- $ 85,000

a-? $ 86,000- $ 100,000

a-?Over $ 100,000

How frequently do you see a Day Spa?

a-?6 – 10 times a twelvemonth

a-?More than 10 times a twelvemonth

a-?Never

What is your favourite Spa intervention?

a-?Facials

a-?Massages

a-?Special Packages

a-?Body interventions

a-?Nails interventions

a-?Hair services

a-?Makeup

How much do you pass on an mean visit?

a-?Under $ 100

a-? $ 100-200

a-?over $ 200

When sing a Day Spa, do you goaˆ¦ ?

a-?Near your place

a-?While travelling

a-? alone

a-?With a friend

a-?With partner

How likely are you to mention person to spa?

a-?Highly likely

a-?Somewhat likely

a-?Least likely

a-?Not at all

a-?1 – 2 times a twelvemonth

a-?3 – 5 times a twelvemonth