Relax-In-It
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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

Marketing Plan Objectives

Robin Russell

Alexander Roth

Karla Ochsner


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Company Profile

  • Convenient luxury at an affordable price


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Internal Strengths

  • Large service area

    • Services can be offered to bigger parties (example: wedding parties)

  • Pricing to beat competitors

  • Guaranteed appointments


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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


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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


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Target Market Calculations

Total target market 21,246

Divided by # of competitors 7

Target market share - 3035

women


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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



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    Sources

    • http://factfinder.census.gov

    • http://dexonline.com


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    Relax-In-It

    Spa & Salon

    Marketing Plan

    Target Audience

    Robin Russell

    Alexander Roth

    Karla Ochsner


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    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


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    Dimensions

    Geographic

    • Billings, MT

      Behavioral

    • Affordable

    • Conveniently Located (downtown)


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    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


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    Dimensions cont.

    Psychographics

    • Experienced staff

    • Large service area

    • Full service day spa

      • Providing 12+ services


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    Decision Making Process

    New Unsought Product

    Problem

    Women need a place to relax and feel pampered.

    Information

    • Word of mouth

    • Yellow pages


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    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


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    Decision Making Process Cont.

    Decision

    • Accessible

    • Affordable

    • Effective

      Evaluate

    • Top of the line treatment at affordable prices.


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    Sources

    • www.experiencespa.com

    • http://factfinder.census.gov

    • http://dexonline.com


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