Post on 18-Dec-2014
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Alisha PassarettiAmerican Intercontinental University
Unit 5 Individual ProjectMKT640 – A Managerial Approach to Marketing
Silhouettes Spa Socials“We bring the spa to you”
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We provide a mobile spa experience for any onsite location of the client’s choice, such as the home, reception/banquet hall, ect.
We will create the experience of “spa socials”, which are parties fit for any occasion, and are perfect for bridal events, spa lunches, birthday parties, get-togethers, and even a romantic date night
Our spa event coordinators customize each social with the treatments of the client’s choice, along with flowers and décor, food and beverages
We fully set up the client’s space with our spa equipment in no time, to ensure a relaxing and worthwhile experience
Concept
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"Our mission at Silhouettes Spa Socials is to promote relaxation while you unwind and pamper yourself, surrounding and enjoying the company of others in the site of your choosing. Our goal is to create the spa experience at any location, while using products of the highest quality and always ensuring a caring touch. We strive to perform enriching services while developing relationships with our clients and our community."
Mission Statement
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Sales target of $30,000 in the first 12 months of operation
Achieved through execution of approximately 128 spa events performed annually
10-11 spa events performed monthly for total goal completion
Objectives
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First, the client calls our office to set up and plan her event via selecting ala carte treatments or selecting from our packages (add-ons such as flowers or ordering from our Wellness-Snacks food menu are available to enhance the spa experience)
We set up the location the day of the event with our equipment and décor
Client enjoys her spa social based on her needs (choice of 1 hour, 2 hour or 3 hour packages)
Service Features
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Our goals are to gain market share by increasing clientele and revenue, emphasize value positioning, and efficiently document client information for future use in sales promotions and marketing
Core Strategy
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Brooklyn is an incredibly diverse location with the highest population of all the boroughs in New York City (more people than Manhattan island!)
Most spas are located in Manhattan, with few in Brooklyn; (the majority of Brooklyn spas are very mediocre)
Target Market: Brooklyn, NY
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Brooklyn female resident Median female age, 34 years old Target age group: 25-54 years old Females in the labor force: 56.5% Full-time female workers make an average annual salary of $48,704
Customer Target 1: Women
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1,071,340 individuals commute to work in Brooklyn 60.7% take public transportation Mean travel time to work: 40.9 minutes Ideal target for the mobile spa concept We will literally, “bring the spa” to clients
Customer Target 2: Straphangers
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There are absolutely no mobile spa companies in Brooklyn, New York Hundreds of nail salons provide few spa treatments; low quality Our competition are the established spas in Brooklyn; roughly 15 spa
businesses Top 3 Brooklyn spas are located in affluent neighborhoods of:
Greenpoint, Williamsburg and Park Slope
Competitor Targets
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Printed media shown in New York City Brooklyn-bound subway trains and subway stations
Thousands of people will be reached Straphanger and female Brooklyn residents (target) reached The printed advertisements will be illuminated with light behind
the poster on the topmost portion of the train
Marketing Mix: Printed Media
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Distributed to wealthy neighborhoods that contain top competing spas
Sales promotion for one free spa treatment (coupon) issued in mailer
This will help the company monitor how many clients received the mailings and coupon
Marketing Mix: Direct-mail
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Cost plus mark-up pricing strategy
Costs of products used for each treatment minus the fixed and variable costs involved with the business' operations will ensure a profit while still remaining competitive
Pricing Strategy Silhouettes Spa Socials
“We bring the spa to you”
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Silhouettes Spa Socials: Menu of Services
*Step 1: Decide on Hour Package•1 Hour …$50•2 Hours …$100•3 Hours …$185
Step 2: Pick 3 Treatments•Organic Oil Massage•Deep Tissue Massage•Swiss Massage•Stone Massage•Manicure•Pedicure•Facial Treatment•Waxing•Makeup Application
*hourly rates are per person
Step 3: Choose Add-ons (additional fee) •Options from Wellness-Snacks Menu (see price)
•Fresh floral arrangements …$50+•2 additional treatment add-ons …$25
Beverages •Citrus Water …$4.50•Cucumber Water …$4.50•Herbal Tea (our special blend) …$3•Green Tea …$3
Snacks•Mixed Sushi Platter …$50•Mixed Fruit Platter …$30
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Pricing Specifics
Wellness-Snacks Menu
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Spa products not sold as of yet Channel of distribution present in purchasing and using spa product line,
Clarins We are the intermediary between the consumer and Clarins products Clarins is a luxury French spa/skincare, body and makeup line World renowned line that uses plant extracts; highest quality ingredients
Distribution Channels: Clarins
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Channel of distribution present when client orders from Wellness-Snacks menu
To fulfill the order of food and beverages, we will purchase fresh, local and organic ingredients and prepare the food order, package it and transport the day of the event
Prices are derived from a 33% mark-up of food purchased from the market to ensure a profit
Organic food purchased ensures health and instills spa values
Distribution Channels: Farmers Market
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CRM strategy based on…
Knowing our customers better than the competition
Actively managing the relationship with existing customers i.e. loyalty programs
Taking actions to generate revenue, such as selling “add-ons” and additional treatments
Strong database of client profiles for future marketing usage
Customer Relationship Management
Silhouettes Spa Socials“We bring the spa to you”
Alisha HollandPresident and CEO
5400 Avenue UBrooklyn, NY 11234
Tel. (718) 253-3100Fax (718) 253-3517
www.SilhouettesSpaSocials.com