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)
 Pricing
to beat competitors
 Guaranteed appointments
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

External Opportunities
Households in Yellowstone County

Women ages 18-64

% of Women that visit day spas

Total Day Spa Market

Divided by 7 Competitors

Target Market
Women
35,411
Billings, MT
x
60%
21246
3035
Target Market Calculations
Total target market
Divided by # of competitors
Target market share -
21,246
7
3035
women
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
Product Life Cycle
Stage
Marketing development
(Billings area)
Market Maturity
(Nationwide)
Characteristics
Price
is important because
it gives us an advantage
over competitors (especially
for our market’s median
household income)
Emphasis on affordable
prices and quality services
to our clients
We will strive to gain
customer loyalty
Sources
 http://factfinder.census.gov
 http://dexonline.com
Marketing Plan
Robin Russell
Alexander Roth
Karla Ochsner
Target Audience
Segmentation Strategy

Billings Population
 Women in Billings
 Women ages 18-64
 Number of women
visiting spas (60%)
 Target Market share
(divided by 7 competitors)
86,578
46,653
35,411
21,246
4249
Dimensions
Geographic
 Billings, MT
Behavioral
 Affordable
 Conveniently Located (downtown)
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
Dimensions cont.
Psychographics
 Experienced staff
 Large service area
 Full service day spa

Providing 12+ services
Decision Making Process
New Unsought Product
Problem
Women need a place to relax and feel pampered.
Information

Word of mouth
 Yellow pages
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
Decision Making Process Cont.
Decision
 Accessible
 Affordable
 Effective
Evaluate
 Top
of the line treatment at affordable
prices.
Sources
 www.experiencespa.com
 http://factfinder.census.gov
 http://dexonline.com