CHAPTER III MARKETING ASPECT
I. MARKET MARKET DESCRI DESCRIPTI PTION ON
The market projection of the study is based on the surveys conducted within the vicinity of Valenzuela Valenzuela City. Projection of demand, supply and sales for the first five years yea rs of the operation is based on the different factors like the population growth, market acceptability, and other aspects. The researchers also considered the competitors that may affect !"V#$ %ody &assage and 'pa(s service prices. The objectives of the proposed project is not merely meeting the needs or wants of the customer but as well as to e)ceed their e)pectations. *nowing the customers( demand and supplying them with the right services at reasonable prices$ will be the key factor to achieve the objectives of the organization.
II. DEMAND ANALYSIS ANALYSIS A. Major Users of the Servie Ta!"e #$ Major Users of the Servie
Ge%&er +emale &ale T3T45
're()e%* - 10 $,,
Pere%ta+e /0 2 #--
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Table Table - presents that majority of the respondents who availed of and e)perienced body massage and spa are female with /067 while male with 26. +emales are the major users of the service.
.
De/a%& fo for the Ne Ne0t 'i 'ive Years Ta!"e #1 Projete& De/a%& for f or the Ne0t 'ive Years Years
Mar2et
Tar+et
're()e%* of
Year
8/ 81 89 80 8:
A%%)a" De/a%& Ae3ta!i"it*
Po3)"atio%
4isit
1 06 1 06 1 06 1 06 1 06
-1,191 -98,2: -9:,-:-00,/92 -:9,:99
-06 -06 -06 -06 -06
:-,2/9 :/,9: :0,8-/ 88,280 8,0-9
'ource; 8 "ational Census of Valenzuela City < http;==www.nsoncr2.ph=8868VP> 68+inal?'pecial68@elease?Valenzuela6"ew.pdf A.
Table 2 presents the projected annual demand of spa and massage services for the years 8/ to 8:. &arket acceptability was obtained based on Table 1 and +igure 1 which shows the respondents who go to a body massage and spa center with the total of 106.Target population was obtained based on Table with ages 8 to 12 years old. The +reBuency of Visit was obtained based on Table 0 and +igure 0 which shows that majority majority of the respondents respondents go to the spa once a week with -06.The annual demand demand for 8/ to 8: is increasing increasing because the target target population is likewise likewise increasing increasing annually annually by .826 based on the "ational Census 3ffice of Valenzuela City. #n getting the
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annual demand, &arket 4cceptability <106A is multiplied by the Target Population <-1,191A multiplied by +reBuency of Visit <-06A. The increase in demand shows that the business will be feasible when the business will be formed and established.
III.
SUPPLY ANALYSIS A. Co/3etitor5s A%a"*sis Ta!"e #6 Co/3etitor5s A%a"*sis
Co/3etitors
Avera+e No. of C)sto/ers
No. of O3erati%+ Da*s Per
I%fi%i/a 7e% Asia Hea"ot Ho)se
3er &a* / /
Year -/ -/ -/
'ource; #nterview from personnel of #nfinima - rdflr. @.+. %ldg. &aysan, Valenzuela City <82A7 en 4sia, &c 4rthur >iDway, &arulas, Valenzuela City <82A7 >ealot >ouse, E-- &ac 4rthur >iDFay, &arulas, Valenzuela City <82A.
Table / shows the 4verage "o. of Customers per day of #nfinima, en 4sia and >ealot >ouse. The data were obtained from &r. 4le) 'alvador, personnel of #nfinima, who was interviewed last 'eptember -, 82 by @omark 5ouis &aniago7 from @ebecca %asas, receptionist of en 4sia, who was interviewed last 'eptember 0, 82 by *arla Goy Gosafat and Goyce Claire >ernandez7 and from 5iberty 'evilla, receptionist of >ealot >ouse, who was interviewed last 'eptember :, 82 by Filmar 5lano
. S)33"* for the Ne0t 'ive Years
30
Ta!"e #8 Projete& A%%)a" S)33"*
Co/3etitors I%fi%i/a 7e% Asia Hea"ot Ho)se Tota"
9-#6 :,82,-1 ,08#6<#19
9-#8 :,- 2,2- ,029 #6<6-,
9-#: :,2/2 2,/-0 ,0: #6<;;1
9-#; :,102,120 ,:-0 #8<98,
9-#, :,:9 2,918 ,:0/ #8<889
'ource; #nterview from personnel of #nfinima - rdflr. @.+. %ldg. &aysan, Valenzuela City <82A7 en 4sia, &c 4rthur >iDway, &arulas, Valenzuela City <82A7 >ealot >ouse, E-- &ac 4rthur >iDFay, &arulas, Valenzuela City <82A.
Table 1 shows the 4nnual 'upply for the "e)t +ive ealot >ouse, there is an average five
I4.
DEMAND AND SUPPLY GAP ANALYSIS Ta!"e #:
31
Projete& De/a%& a%& S)33"* Ga3 A%a"*sis for the Ne0t 'ive Years
Year
A%%)a"
A%%)a" S)33"*
Ga3=Avai"a!"e Mar2et
8/ 81 89 80 8:
De/a%& :-,2/9 :/,9: :0,8-/ 88,280 8,0-9
/,2 /,/8: /,002 1,1: 1,11
90,-/ 08,8 0,/ 02,-: 01,9/
Table 9 shows the Projected Iemand and 'upply Jap 4nalysis for the ne)t five
4.
COMPETITI4E POSITION A. Se""i%+ Prie
The consumer weighs the price against the perceived value of using the product.'ince pricing is a dynamic process, companies must design a pricing structure that covers all their products and a variety of constantly changing conditions. Price is the amount of money changed for a product or service or the sum of the values that consumers e)change for the benefits of having or using the product or service.
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CompetitionD%ased Pricing include JoingD@ate Pricing$, where the prices are set based largely on following competitors( prices rather than on company cost or demand. +irms feel that the going rate represents the collective wisdom of the industry concerning the price that yields a fair return. They also feel that holding to the goingDrate price will prevent harmful price <4cDac,88:A.
Ta!"e #; Se""i%+ Pries
Servies
'wedish &assage 'hiatsu &assage Thai &assage Combination &assage 'ignature &assage +oot and @efle)ology #ndian head &assage %lack &assage #onic +oot Ieto) !ar Candling 'tone &assage Traditional >ilot w=
Pries I%fi%i/a P 08.88
P 08.88 P -/8.88 P -/8.88 P -8.88
P -8.88 P -08.88 P 288.88
Ventosa Cupping +oot 'crub %ody 'crub >ot 'hower %ath 4roma &assage Therapy
7e% Asia P /8.88 P /8.88 P /8.88 P /8.88 P 18.88 P 08.88 P 8.88 P /8.88 P -/8.88 P /8.88 P 2/8.88 P 2/8.88
P /8.88 P -88.88 P -8.88
P 2/8.88 P /8.88
Hea"ot Ho)se P /8.88 P /8.88
P -/8.88 P /.88
P /8.88 P 288.88 P 08.88
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A. Co/3etitive%ess of Servies Offere& Ta!"e #, Co/3etitive%ess of Servies Offere&
Co/3etitors I%fi%i/a
• • • • • • • • • •
7e% Asia
• • • • • • • • • • • • •
Hea"ot Ho)se
• • •
Servies Offere& 'wedish &assage Thai &assage Combination &assage 'ignature &assage +oot and @efle)ology #onic +oot Ieto) !ar Candling 'tone &assage Traditional >ilot w= Ventosa Cupping %ody 'crub 'wedish &assage 'hiatsu &assage Thai &assage Combination &assage enD'wedish &assage +oot @efle)ology #ndian >ead &assage %lack &assage #onic +oot Ieto) !ar Candling 'tone &assage Traditional >ilot w= Ventosa Cupping +oot 'crub 'ignature &assage 'wedish &assage 'hiatsu &assage >ilot Fellness >ot 'tone &assage Traditional >ilot >and and +oot @efle)ology
34
+acial &assage !)press &assage %ack 'ource; #nterview from personnel of #nfinima - rdflr. @.+. %ldg. &aysan, Valenzuela City <82A7 en 4sia, &c 4rthur >iDway, &arulas, Valenzuela City <82A7 >ealot >ouse, E-- &ac 4rthur >iDFay, &arulas, Valenzuela City <82A.
Table 0 and : shows the competitiveness of the services offeredby the competitors, #nfinima, en 4sia and >ealot >ouse. The data were obtained from &r. 4le) 'alvador, personnel of #nfinima, who was interviewed last 'eptember -, 82 by @omark 5ouis &aniago7 from @ebecca %asas, receptionist of en 4sia, who was interviewed last 'eptember 0, 82 by *arla Goy Gosafat and Goyce Claire >ernandez7 and from 5iberty 'evilla, receptionist of >ealot >ouse, who was interviewed last 'eptember :, 82 by Filmar 5lano.
A. Pro/otio%a" Ativities Ta!"e 9Pro/otio%a" Ativities
35
E%vi o&* I%fi%i/a
7e% Asia
Hea"ot Ho)se Massa+e a%& S3a
Tarpaulin
Tarpaulin
Tarpaulin
Tarpaulin
+lyers
+lyers
+lyers
+lyers
+acebook
+acebook
+acebook
+acebook
'ource; #nterview from personnel of #nfinima - rdflr. @.+. %ldg. &aysan, Valenzuela City <82A7 en 4sia, &c 4rthur >iDway, &arulas, Valenzuela City <82A7 >ealot >ouse, E-- &ac 4rthur >iDFay, &arulas, Valenzuela City <82A.
4I.
PROPOSED MARKETING PROGRAM A. Desri3tio% of Pro3ose& )si%ess
!"V#$ %ody &assage and 'pa will introduce and promote affordable spa wellness system to every customer. "ot just rela)ation but also as means of prevention and therapy for healthier body, mind and spirit. Payment will be on cash basis.
. Desri3tio% of the Pro3ose& Tar+et Mar2et #. GEORAPHIC o 5ocation ;E1 Villa Teresa Vill., 'ampaguita 't., %rgy., &arulas,Valenzuela City o Climate ; Iry o @egion ; "C@ o City ; Valenzuela City o Iensity of the 4rea ; Krban
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9. DEMOGRAPHIC o 4ge o Jender
; 8 D 12 ; &ale and +emale
C. Pro3ose& Pries Ta!"e 9# Servies Offere& Goi%+ Rates Prii%+
Pries Servies I%fi%i/a
'wedish &assage
P 08.88
7e%asia
P /8.88
Hea"ot Ho)se
P /8.88
E%vi o&* Massa+e a%& S3a P -:.::
37
'hiatsu &assage
P /8.88
P /8.88
P -:.::
Thai &assage
P 08.88
P /8.88
P -:.::
Combination &assage
P -/8.88
P /8.88
P -:.::
'ignature &assage
P -/8.88
P 18.88
P -/8.88
P /:.::
+oot and @efle)ology
P -8.88
P 08.88
P /.88
P 1:.::
#ndian >ead &assage
P 8.88
P 8:.::
%lack &assage
P /8.88
P -:.::
#onic +oot Ieto)
P -/8.88
P --:.::
!ar Candling
P -8.88
P /8.88
P /8.88
P -:.::
'tone &assage
P -08.88
P 2/8.88
P 288.88
P -1:.::
P 288.88
P 2/8.88
P 08.88
P -0:.::
Traditional >ilot w= Ventosa Cupping +oot 'crub %ody 'crub
P -88.88
>ot 'hower %ath 4roma &assage Therapy
P /8.88
P -:.::
P 2/8.88
P 0:.::
P /8.88
P 2:.::
P -8.88
P -8:.::
Table shows the JoingD @ate Pricing of the e)isting competitor(s body massage and spa establishments, the business owners decided to set the price of the services based on CompetitionD%ased Pricing, specifically the JoingD @ate Pricing. The prices are low but competitive enough to meet the business( e)pected profit by rendering high Buality of services to its customers.
D. Pro3ose& Pro/otio%a" Ativities #. Posters= Tar3a)"i% 'i+)re #$ EN4I Poster
38
+igure - displays the poster of the !"V#. The researchers decided to use poster=tarpaulin as the main form of advertisement to reach our customers. Poster will be placed in the vicinity of Valenzuela City, where it can be easily seen especially in the main road like &ac 4rthur >ighway. Two <A posters will be produced which are good for three <-A months. The durability of tarpaulin will only last for three <-A months, since the color and design of the tarpaulin will be faded. The computation would be; "umber of pieces ) Knit Prices ) "umber of times per yearLCost ) -/8 ) 2 L Php. ,088.88 'ource;
Trillons Tarpaulin
@oad,Caloocan City, Guly 82.
Printing
%rochure
Price
5ist,
'amson
39
9. >e!site = I%ter%et 'i+)re #1 EN4I 'ae!oo2 Pa+e
+igure 2 displays the facebook page of !"V#$ %ody &assage and 'pa, created by one of the business owners, as one of the advertisement. The proponents will be using free website in order to reach wider range of possible customers. #t will also provide good communication relationship and customers will be able to give comments and suggestions for improvements and other concerns. $. '"*ers 'i+)re #6
40
+igure / displays the flyers of !"V#. The researchers will also use flyers as a means of advertisement because it is one of the cheapest ways of promoting the service yet the most effective way as a promotional strategy. The body massage and spa will produce 88 flyers per week. These flyers will be distributed once a week or four <2A times a month because it can be easily brought to other places. The computation would be; "umber of pieces ) Knit Price ) "umber of times per month ) "umber of months of Iistribution L Cost 88 ) 8./ ) 2 ) - L Php. -88.88 'ource; Trillons Tarpaulin Printing %rochure Price 5ist, 'amson @oad, Caloocan City, Guly 82. 1. O3e% Ho)se
41
'ure way to get an audience of potential clients is to host an open house. Tour the potential clients in the spa to meet the staff and take a peek at the menu services. 'erve like
refreshments
and
make
sure
to
send
each
attendee
home
with
the
establishments(business card, brochure and a small thank you gift
6. A&&itio%a" Pro/otio%a" /ar2eti%+ ativities=strate+ies? •
Coupon
DPrice Iiscounts by giving 86 discount in all body massage and spaservices. D Jet a free service on any massage service for a family, friends or member book for an appointment. Customers will spread the spa by word of mouth. !"V#$ will just make sure that it keep tracks of its records on how many coupons are already redeemed and the increase in appointments.
'IGURE #8 DISCOUNT COUPON
42
•
•
Contest D
Put together a special contest in the spa.
Promotional Post Cards=Jift Certificates
'IGURE #: PROMOTIONAL POST CARDS
'IGURE #; GI'T CERTI'ICATE
43
PromoD >oliday 'eason D /6 off services for new clients 'pecial events
•
•
massage and spa servicesA. 'pecial Iiscounts D 86 discount for the ne)t massage and spa service. D +ree massage on the fifth visit
D D
spa=massage service. /6 off on customerMs birthday for any service. +ree P88.88 gift certificate for a P/88.88 worth of massage and spa service.
'IGURE #, RE'ERAL INCENTI4E
44
4II.
PRO@ECTED SER4ICE Ta!"e 99 Projete& Servies that i"" !e Re%&ere& for the Ne0t 'ive B6 Years Servies Offere&
Pere%ta+ e of Avai"/e%t
A%%)a" Mi%)tes of O3eratio %
Avera+e of servie re%&ere&
Mi%)te s S3e%t
I%terva "
N)/!er of Servie Re%&ere& A%%)a""*
'oot S3a Hi"ot ith 4e%tosa
-16 86
22-,/8 22-,/8
/:,119. 00,982
-8 mins. 18 mins.
8 mins. 8 mins.
-,::.10 ,19.
Massa+e
226
22-,/8
:/,20.0
18 mins.
8 mins.
,909.02
Tota"
#--
11$<69-.--
;<-18.:9
Table shows theProjected 'ervices that will be @endered for the "e)t +ive ilot with Ventosa=&assage +ormula; 4nnual &inutes of
45
3peration <4&3A day=year
Loperating time per day ) total no. of therapist ) operating
L 28 ) - ) -/ L22-,/8 for +oot 'pa=>ilot with Ventosa=&assage
To get the total "umber of 'ervice @endered 4nnually, for +oot 'pa, >ilot with Ventosa and &assage; +ormula; "umber of 'ervice @endered 4nnually
L
4verage 'ervice @endered &inutes 'pent for each 'ervice N #nterval
L
/:,119. -8N8
+or +oot 'pa;
"o. of 'ervice @endered 4nnually
L
-,::.10
+or >ilot with Ventosa; L
"o. of 'ervice @endered 4nnually
00,982 18N8
L
,19.8
L
:/,20.08 18N8
L
,909.02
+or &assage;
"o. of 'ervice @endered 4nnually
46
47
Table - shows the 4nnual Projected 'ales of the business in a given year. To get the 4nnual Projected 'ales the formula is; 4nnual Projected 'ales
L 4nnual &inutes of 3peration ) Percentage of 4vailment of the 'ervice ) 'elling Price of the 'ervice &inutes of #nterval
+or +oot 'pa; L
22--/8 ) -16 ) :: 28
L
,:-,/.-
L
22--/8 ) 86 ) -0:.:: 28
L
2:2,:/.--
L
22--/8 ) 226 ) :.:: 28
L
12,9/.-
+or >ilot with Ventosa;
+or &assage;
The Projected 'ales 4nnually will increase by 86 per year.
÷
"o. of
48
4III. S>OT ANALYSIS
The company will get a clear picture of what it has and what it lacks, what to e)pect and what not to e)pect. This leads to very powerful tool in marketing ospitality of employees Fide variety of services of therapist %est value for time and money Customer satisfaction and delight &a)imized service potential >ea2%ess 5imited market share since !"V#$ %ody &assage and 'pa is new in this
kind of business. >igh budget investments.
O33ort)%ities Fealth concerns and stress within the minds of customers which is
gradually increasing.
49
>igh growth rate as spa(s are connected to other industries such as food and herbal. &edical tourism looking for alternative health care.
Threats
The increase number of competitors who will engaged in the same kind of business
SUMMARY O' MARKETING ASPECT
This aspect presents the five
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posting tarpaulin, flyers, the utilization of different social networking sites, which are broader in scope and having an open house which includes coupons, contests, gift certificates = promotional postcards and promo for holiday season. The &arketing 4spect also presents the competitive position of the business. #t shows the competitor(s prices on their services and their promotional activities. This aspect also shows the projected sales for the ne) t five
