A. PRODUCT PRODUCT OVERVIEW OVERVIEW
Hilot Hilot is traditionally traditionally offered on barrios barrios or provinces and spas commonly offer massage therapy only, we decided to offer a service that will give both.
HEALOT Traditional is a facility which will offer not only Hilot itself but also massage therapy as well. Hilot is a traditional art of healing, thus we combine the words “heal” and “hilot” to come up with HEALO which is the name of our company.
he !hilippine Hilot massage therapy is an art of treatment using bare hands and herbs. On the other hand, "assage therapy is manual manipulation of soft body tissues #muscle, connective tissue, tendons and ligaments$ to enhance a person%s health and well&being. Having combined these two, we would be able to give the satisfaction of rela'ation and improve one%s health as well. his gives us an edge over competitors who only offer massage therapies.
he company%s business will be located at the ground floor of Eurovilla ( ) *+ A. A. ArnaiArnai- Avenue, Avenue, "aati /ity.
Aside from various types of Hilot, massage therapies and e0uipment that the company will provide, we will also offer our clients decaffeinated drins such as teas or warm mil which would be very helpful after the session.
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SERVICES TO OFFER
he 1ilipino culture has its affluence of healing traditions, represented by Hilot, which are relied on by many.
Hilo Hilott is well well now nown n for for its its heal healin ing g prop proper erti ties es,, when when infus infused ed with with a massage therapy, it can give numerous benefits. he company will offer various types of services to cater the needs and wants of our potential customer.
Our Hilot comes in different categories2 3ody "assage, 1oot "assage, Head 1.
"assage and raditional Hilot. Body Massage A. Hilot Albla! Albla!yo yo " #Da$g%ala$ #Da$g%ala$ A&'!ess!e T(e!a'y)
A musculo&ligamentous musculo&ligamentous and musculoseletal manipulation and massage
Mate!ials" E*i'+e$t Used /oconut oil and herbal 1loral scented oil
Be$e,its
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relieving pain balancing body energy
reduces muscular tension
increases circulation
B. Hilot Bga " Hagod He!bal T(e! T(e!a'y a'y
"assag "assagee diagno diagnosti sticc utiliutili-ing ing herbal herbal mi'tu mi'ture re with
oil, vinegar and other essential ingredients.
Mate!ials" E*i'+e$t Used Oil 4inegar Other essential ingredients
Be$e,it
!romotes rela'ation
#ginger, garlic, honey, alcohol, lime, beetle nut, etc.$
C. Hilot Bi$tsa Bi$tsa " Heat Heat a$d C''i$g C''i$g T(e!a' T(e!a'y y
A deep tissue therapy which utili-e heat5fire and heat cupping techni0ues
1ire
Be$e,its Mate!ials" E*i'+e$t Used 3amboo /oconut shell 6lass or porcelain cup
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Helps in blood circulation 7ucs out “lamig” !romotes digestion 8rains e'cess body to'ins
"uscle rela'ation
D. Hilot Babad Babad " A*a A*a T(e!a'y T(e!a'y
3aba 3abad d means eans soa soa in wat water or esse essent ntia iall water5herbal mi'ture to relieve stress or tired body.
Mate!ials" E*i'+e$t Used
9ater or warm water with vinegar Oil Alcohol Herbs
Be$e,its
:ela'es tired body :elieves stress
-. Foo Foot Mas Massa sage ge T!aditio$al aditio$al Foot Hilot Massage M assage Dagdagay A. T!
Long motion and acupressure is applied to the soles of the feet to restore balance and boost the body%s immune system.
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Mate!ials" E*i'+e$t Used :attan 7tics
Be$e,its
:elieves aches and muscle tension
/. A.
Head Massage Hilot S&al' Massage Ti!is
iris is a scalp massage that has been widely used in the !hilippines to rid patients of headaches. 7calp massage will help balance energy in the mind and also relive stress.
Be$e,its
:elieves stress
Helps in rela'ation of the eyes
0.
3alance energy
:elieves headache
T!aditio$al Hilot A. Hilot Sob
A massage therapy used for post& pregnancy for the 0uic recovery of the new mother. ;t aids and conditions the body to 0uicly regain strength, improve immunity, get bac to its healthy condition and most especially, helps to align the uterus
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B. Hilot Pilay
A massage therapy which includes seletal manipulation where dislocated =oints are being aligned. !rior to the session, the massage therapist e'amines the in=ured area of the patient before woring on it.
Be$e,its
Alignment of dislocated =oints
C. Hilot T!aditio$al
A
massage that apply pressure to the desired area. #e'cept foot, head, abdomen and bac$
Be$e,its
Bee!ages I$&lded Marketing Plan
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8uring a good massage, the muscles are stimulated, blood is circulated throughout the whole body, and water, salt and other minerals are released. Having a glass of water or decaffeinated tea, helps your body dispose of any accumulated materials
in the
muscles.
3y
providing the body with plenty of water, you can help sweep away those pesy waste materials.
9e
recommend
drining
hot
or
warm
beverages over cold ones. After the Hilot, your body has been e'posed to heat and the last thing you want to do is e'posed yourself immediately to cold temperature, our body systems will shoc, our sin pores will be trapped by the cold due to e'posure to warmth, so give it time to ad=ust.
1. Tea A. 2!ee$ Tea
6reen tea is the least processed and thus provides the most antio'idant polyphenols, notably a catechin called epigallocatechin&&gallate #E6/6$, which is believed to be responsible for most of the health benefits lined to green tea.
Be$e,its
Helps you lose weight 3oosts e'ercise endurance
:educes the ris of heart
attac 1ights against various cancers
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Hydration benefits !rotection from harmful
ultraviolet rays
>eeps 8iabetes in chec Anti& Aging benefits 3oosts your immunity
B. 2i$ge! Tea
6inger is
a perfect source of a number of vitamins and
minerals
such as vitamin / and magnesium. 6inger tea is
best
prepared with honey, lemon =uice or peppermint.
Reduces Inammation Fights Common
Respiratory Problems Encourages Normal
Blood Circulation Remedies enstrual
Discomfort Strengthens Immunity
:elieves 7tress
Be$e,its
;mpedes "otion 7icness
Combats Stomach Discomfort
C. 3e+o$ 2!ass Tea
;t has a -esty flavor reminiscent of lemon, and adds a citrusy and bright note to curries and sauces, especially in hai and "alaysian dishes. ;t also has a very distinct yet appeasing lemony taste.
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Calming Sleep !id "#elps in sleep disorders$
Digesti%e !id
&o'ers Cholesterol
Helping in the treatment of high blood pressure
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D. Red Tea
:ed teas are noted for their bold flavours, which may be tannic, earthy, sweet, woodsy, floral, fruity or chocolaty.
Be$e,its
(ooth #ealth
&o'er Cholesterol
Pre%ent !rthritis
Impro%ed Digesti%e #ealth
;mproved :espiratory Health
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E. W(ite Tea
9hite tea comes from the buds and leaves of the /hinese /amellia sinensis plant. he beverage itself is not white or colourless but pale yellow.
Be$e,its
!ntio)idant
Stronger Bones
!ntibacterial * !nti%iral
Healthy 7in
Healthy eeth and 6um
2. Mil%
;t
is full of calcium, vitamin 8, phosphorous and a balance of other nutrients that have been proven
to
build your bones and teeth as well as promote
the
healthy function of your muscles and blood vessels.
Be$e,its
6lowing 7in
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Healthy 3ones and eeth :ebuild "uscles Less 7tress
/. Wa!+ Wate!
;t is effective in cleansing the body, cures constipation, improves blood circulation in the body, flashes out harmful to'ins and reduces body pain.
P!i&es
o arrive with these prices, we compared the prices of our current competitors and implemented a low&cost strategy.
Se!i&es 1. Body Massage Ty'e o, Hilot Hilot Albularyo 5 #8angalan Acupressure herapy$ Hilot 3uga 5 Hagod Herbal herapy Hilot 3intusa 5 Heat and /upping herapy Hilot 3abad 5 A0ua herapy
P!i&e ! +?.?? ! +?.?? ! +?.?? ! +?.??
-. Foot Massage Ty'e o, Hilot raditional 1oot Hilot "assage ) 8agdagay
P!i&e ! ??.??
/. Head Massage Ty'e o, Hilot
P!i&e
Hilot 7calp "assage ) iris 0. T!aditio$al Hilot Marketing Plan
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! ??.??
Ty'e o, Hilot
P!i&e
Hilot 7uob
! @+?.??
Hilot !ilay Hilot raditional
! @+?.?? ! @+?.??
Pa&%ages
Our pacages are served with your chosen beverage #tea, mil, or warm water$. A beverage is served per person # beverage B person$. 1. Pa&%ages ,o! I$diidals Pa&%age
Des&!i'tio$
P!i&e
his includes2
A. Head a$d Body Massage
B. Body a$d Foot Massage
C. Head a$d Foot Marketing Plan
Head Massage & Hilot 7calp "assage ) iris Body Massage #Cou can choose from one of the following$ . Hilot Albularyo 5 #8angalan Acupressure herapy$ @. Hilot 3uga 5 Hagod Herbal herapy . Hilot 3intusa 5 Heat and /upping herapy (. Hilot 3abad 5 A0ua herapy
his includes2 Body Massage #Cou can choose from one of the following$ . Hilot Albularyo 5 #8angalan Acupressure herapy$ @. Hilot 3uga 5 Hagod Herbal herapy . Hilot 3intusa 5 Heat and /upping herapy (. Hilot 3abad 5 A0ua herapy Foot Massage & raditional 1oot Hilot "assage ) 8agdagay his includes2 Page 20
P 4-5.55
P4-5.55
P675.55
Massage
D. Healot S'e&ial
Head Massage & Hilot 7calp "assage ) iris Foot Massage & raditional 1oot Hilot "assage ) 8agdagay his includes2 Head Massage & Hilot 7calp "assage ) iris Body Massage #Cou can choose from one of the following$ . Hilot Albularyo 5 #8angalan Acupressure herapy$ @. Hilot 3uga 5 Hagod Herbal herapy . Hilot 3intusa 5 Heat and /upping herapy (. Hilot 3abad 5 A0ua herapy Foot Massage & raditional 1oot Hilot "assage ) 8agdagay
P856.55
-. 2!o' Pa&%ages #0 o! +o!e 'e!so$s) Pa&%age
Des&!i'tio$
P!i&e
his includes2
A. Head a$d Body Massage
B. Body a$d Foot Massage
Marketing Plan
Head Massage & Hilot 7calp "assage ) iris Body Massage #Cou can choose from one of the following$ . Hilot Albularyo 5 #8angalan Acupressure herapy$ @. Hilot 3uga 5 Hagod Herbal herapy . Hilot 3intusa 5 Heat and /upping herapy (. Hilot 3abad 5 A0ua herapy
his includes2 Body Massage #Cou can choose from one of the following$ Page 21
P-9055.55
P-9055.55
C. Head a$d Foot Massage
D. Healot S'e&ial
. Hilot Albularyo 5 #8angalan Acupressure herapy$ @. Hilot 3uga 5 Hagod Herbal herapy . Hilot 3intusa 5 Heat and /upping herapy (. Hilot 3abad 5 A0ua herapy Foot Massage & raditional 1oot Hilot "assage ) 8agdagay his includes2 Head Massage & Hilot 7calp "assage ) P-9-55.55 iris Foot Massage & raditional 1oot Hilot "assage ) 8agdagay his includes2 Head Massage & Hilot 7calp "assage ) iris Body Massage #Cou can choose from one of the following$ . Hilot Albularyo 5 #8angalan P /.655.55 Acupressure herapy$ @. Hilot 3uga 5 Hagod Herbal herapy . Hilot 3intusa 5 Heat and /upping herapy (. Hilot 3abad 5 A0ua herapy Foot Massage & raditional 1oot Hilot "assage ) 8agdagay
B. TAR2ET MAR:ET
A!ea Coe!age
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H E A L O T T r a d i t i o n a l will
be located at the ground
floor of Eurovilla ( ) *+ A. Arnai- Avenue, "aati /ity.
W(y Ma%ati City;
9e choose the place for establishing the business because "aati /ity is nown as the country%s leading city for business, lifestyle, entertainment and culture. 3eing said such, people more liely want to live there, locate their businesses and go shopping which indicates a large potential maret for the company.
Feat!es
he place is located near many restaurants such as Hai 7hin Lou 7eafood >ing :estaurant, 7picy 1ingers, La :egalade 1rench 3istro, 3i-u !atisserie and /afe, >ai, !ersia 6rill, Haiu 7aura :estaurant, he Old 7paghetti House and Habang3uhay :estaurantD hotels such as 8usithani, ew 9orld "aati Hotel, El /ielito Hotel, Eurotel "aati Hotel, Herald 7uites and Hotel /elesteD Marketing Plan
Page 23
condominiums such as he :esidences and !acific !la-a /ondominiumD and institutions such as 8on 3osco echnical ;nstituteD and malls such as 9altermart and "aati 70uare. !eople being tired from wor and school can conveniently visit our center since it is nearby ": ) Ayala and other public transportation vehiclesD and have our stress buster pacages.
Establis(+e$ts A!o$d Healot T!aditio$al #2!o$d Floo! o, E!oilla 0)
Arnai- :oad is now called !asay :oad. 7ome famous places that are located in !asay :oad are2 !ar 70uare, Ayala riangle, "aati "edical /enter, 6reenbelt, :enaissance "aati, he 3eacon, he :esidences at "aati, /orporate 3usiness /enter, 1ast 1ood /hains F :estaurants.
Csto+e!s
H E A L O T Tr a d i t i o n a l
categori-es its target maret
according to the following2 . "ale and 1emale woring in private and public agency, from age @?, with monthly income of @?,??? and above. @. :etirees, from age +? and above . :esidents of nearby hotels, condominiums and other establishments (. Health conscious people
Ot&o+es o, Feasibility S!ey
3ased on the survey conducted by the researchers from @?? respondents, the following data were obtained2
+ender
Marketing Plan
No, -f Respondents
Page 24
Percentage
Male
./0
1.,12
Female
34
56,12
Total
200
100%
!ge
No, -f Respondents
Percentage
20 – 25
30
57,12
26 – 35
51
88,12
36 – 45
0/
.12
46 – 55
.7
62
56 – 65
.1
4,12
66 Above
.
/,12
Total
200
100%
., #o' much is your monthly
No, -f
Percentage
income9allo'ance: 10001 – 20000
Respondents 76
052
20001 – 30000
61
58,12
30001 – 40000
84
.0,12
40001 – 50000
./
/,/12
Above 50000
./
/,/12
Total
200
100%
8, ;hat
No, -f
Percentage
!et a ma""a#e$"a treatment
Respondents ..4
05,/.2
&at'( movie"
4.
8/,702
!o "(oin#
5.
..,382
)la* "ort"
58
.8,8.2
Have va'ation
75
.6,7/2
Ot(er
3
8,782
Total
344
100%
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No, -f
Percenta
Respondents
ge
3. +, *o- '(oo"e MAA!E /(ere do *o-"-all* (ave *o-r "e""ion a
46
77,742
Home
03
00,002
Ot(er
/
/
Total
11
100%
5, #o' often do you attend a massage
No, -f
Percentage
session: Ever*da*
Respondents 8
.2
On'e a /ee
53
85,12
On'e a mont(
..0
17,12
Ot(er
07
.62
Total
200
100%
1, ;hat
No, -f
Percentage
/edi"( Ma""a#e T(era*
Respondents 57
.6,542
Aromat(era*
8/
6,/02
Hot tone Ma""a#e
.7
7,502
ee Ti""-e Ma""a#e
4
8,6.2
(iat"-
.5
1,782
T(ai Ma""a#e
04
.5,672
eeolo#*
35
04,412
Ot(er
.1
7,/82
Total
247
100%
7, Do massages help you to rela)= re>u%enate
No, -f
Percentage
8e"
Respondents .37
362
9o
5
82
Total
200
100%
and rest:
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4, #o' much can you spend for a massage
No, -f
Percenta
session "per hour basis$:
Respondents
ge
150 – 247
76
052
250 – 347
43
03,12
350 – 477
88
..2
500 – 777
.3
3,12
1000 – 1477
0
.,12
Ot(er
3
5,12
Total
200
100%
6, ;here do you usually prefer to locate a
No, -f
Percentage
massage center
Respondents
Mall"
16
85,.42
Hotel"
.7
7,742
9ear *o-r "'(ool
7
8,12
9ear *o-r o:'e$/or la'e
17
80,002
9ear *o-r (o-"e
30
06,412
Ot(er
..
5,162
Total
240
100%
3, !re you a'are that #I&-( is o?ered as a
No, -f
Percentag
form of massage therapy:
Respondents
e
8e"
.75
682
9o
07
.62
Total
200
100%
./, ;ould you li
No, -f
Percentage
8e"
Respondents .41
64,12
9o
81
.8,12
Total
200
100%
(#ER!P@:
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If @ES= 'hat type of #ilot do you 'ant to
No, -f
Percentage
try: HilotAlb-lar*o
Respondents 5.
.0,312
Hilot;-#a
05
..,172
Hilot;int-"a
70
8.,502
Hilot;abad
50
.5,702
Traditional Foot Hilot
78
8.,/32
Hilot 'al
50
.5,702
Ot(er
6
8,482
Total
274
100%
.., Do you
No, -f
Percenta
that o?er this
Respondents
ge
8e"
5/
8/2
9o
.7/
6/2
Total
200
100%
.8, In your most recent customer ser%ice "if any$=
No, -f
Percenta
ho' do you contact the representati%e:
Respondents
ge
&al in
.0/
712
;* tele(one aointment
13
83,12
+nternet re"ervation
./
12
Ot(er
.
/,12
Total
200
100%
.0, ;hat 'ould be your most important factors in
No, -f
Percenta
choosing massage therapy:
Respondents
ge
.13
.1,32
)er,orman'e o, t(e ma""e-"e
.5/
.52
e'o#ni=ed ,a'ilit* name
50
5,02
Hi#( >-alit* "ervi'e
.05
.0,52
Ea"*$,a"t "ervi'e
73
7,32
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i"'o-nt and )romotion
.88
.8,82
?ni>-e "ervi'e o@ered
38
3,82
Heat( benet"
.57
.5,72
Atmo"(ere
35
3,52
Ot(er
.
/,.2
Total
1000
100%
A$alysis o, Reslts o, S!ey Co$d&ted
he researchers employ a scientific approach of samplingD they distribute the survey 0uestionnaire randomly to the respondents near Eurovilla ( ) *+ A. Arnai- Avenue, "aati /ity
he outcome of the survey shows that most of the respondents are "ale ages @? ) @+ and have monthly income of !hp @?,?? to !hp ?,???.
Among the @?? respondents, (.?G prefer to get a massage or spa treatment as their rela'ation and .IG of them usually have their session in spa once a month where I.I+G as for :efle'ology. inety ) eight percent of them find massage helpful for them to rela', re=uvenate and rest and J.+G of them can spend @+? ) (J per hour for a massage session where *.I+G prefer to locate a massage center near their house.
"ost of the respondents aware that H;LO is offered as a form of massage therapy yet *?G of them do not now any spa or massage facilities that offer such. 3ut *I.+G of them are willing to try it where @.(G want Hilot 3intusa. Marketing Plan
Page 29
7i'ty ) five percent of the respondents contact the customer service representative through wal in. Lastly, the top five most important factors that the respondents consider in choosing a massage therapy are value or price #+.JG$, health benefits #(.G$, performance of the masseuse #(G$, High 0uality service #.(G$ and discount and promotion #@.@G$.
C. DEMA
De+a$d A$alysis EMA9 A9AL8+ .,. (otal Estimated Demand for Ser%ices A of A of (otal Patron daily days patrons In a In a year . year ;ee
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.=7/. =06. 77,742
(otal Estimated Population of !,!rnai !%enue= a
.=/74 =75.
) Percentage of Patrons 'ho 'ould 'ant to try #I&-( as a form of massage therapy
64,1/2
(otal Estimated Population of !,!rnai !%enue= a
305 =.67
) !%e, rate of %isiting freuency (otal Estimated Population of !,!rnai !%enue= austed for the rate of %isiting freuency
5 0=407 =450
) Percentage of target mar
)er'enta#e o, eliabilit* level ,or "amle -nit" Total E"timated Ann-al emand
62 836 =303 ./2 8 3=635
SourceG . (he research count 'as done on a Saturday ";ee
1.- Esti+ated De+a$d 'e! P!od&t>1? Esti+ated @ Esti+ated ol+e O, de+a$d"'!od&t o, de+a$d" '!od&t Hilot Albularyo (G (,I? Hilot 3uga @G ,(+ Hilot 3intusa @G ,(? Hilot 3abad +G (,I raditional 1oot Hilot @G ,?+ Hilot 7calp +G (,I Other Hilot G * ??G @J,*J( K7ource2 :esults of survey conducted
S''ly A$alysis
Marketing Plan
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HEALOT Traditional products will be supplied by the following2
a. A+ai$g Foods Co!'.
offers ??G all&natural authentic virgin coconut oilD made from only 0uality hand&piced, fresh and mature !hilippine coconuts. heir virgin coconut oil is cold&processed to allow the retention of natural anti&o'idants and preserve the distinct aroma and flavor of coconut. his process ensures the premium 0uality of their oil. ;t is AH #Absolute&o&Heat$ method in any point in processing our 4/O and using no other en-ymatic, no bleach, no deodori-ed. hey are only creating
high
and
premium
0uality
of
4irgin
/oconut
Oil.
heir plant is strategically located near the coconuts plantation in 7ta. "aria, Laguna to be near to our coconut source and 0uicly process freshly harvested matured coconuts. b. Hotel a$d S'a Esse$tials Hotel and 7pa Essentials represents many well&nown on an
e'clusive basis. !roducts are available e'&stoc from our distribution center in "anila. 1or Hotels, Hotels and 7pa Essentials has set out to meet your complete re0uirements with both branded and generic hotel amenities available. As the e'clusive distributor in the !hilippines of 6uest 7upplies Asia Hotel and 7pa Essentials, offers brands such as 3ulgari, 1erragamo, /rabtree F Evelyn and Acca >appa among others. 1or those hotels wishing to have generic products Hotel and 7pa Essentials offers product design, formulation and manufacture. Hotel and 7pa Essentials also offers a range of aromatherapy products for those
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wishing to e'perience the healing magic of aromatherapy in their own home. P!od&ts A!o+at(e!a'y
Va!iatio$s :ose
Oil
6inger Lavender Eucalyptus
&. Ot(e! +ate!ials $eeded i$ o! (ilot t(e!a'y ill be s''lied by ide$ti,ied sto!e it(i$ Met!o Ma$ila li%e Diiso!ia Ma!%et. :attan 7tics53amboo • /oconut 7hell • 7tone • 6lass or porcelain • 4inegar • Herbs •
d. Teas9 Mil% a$d Co,,ee s''lie!s it(i$ Met!o Ma$ila T(e Ta 2!o&e!y in I+?@ 3agtian 7t 7an Antonio 4illage, "aati •
!hilippines. W(olesale S''lie!s of 3everages lie 6reen ea and other tea beverages, coco fiber, coco peat, cocoa products, coffee •
beverages, coffee beans, decaffeinated coffee Ole'(a$t T!adi$g in I@I( "alugay 7t. 7an Antonio, "aati /ity, "anila !hilippines. E'o!te!s " W(olesale S''lie!s of 3everages lie 6reen ea, coffee, tea, coco fiber, coco peat, cocoa
•
products, and coffee beans. A*a est.Co+is our supplier of "ineral 9ater located at *?? anguile 7t. 7an Antonio 4illage "aati /ity
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Co+'etitio$
3ased on our research conducted the following are the possible competitors of HEALOT
Traditional it(i$ Ma%ati City 2
Di!e&t Co+'etito!s
. "ont Albo ) located at 651 !ar 70uare ;, Ayala /enter, "aati /ity @. 9ensha ) located at //! /omple', :o'as 3lvd. /or. 7en. 6il !uyat Ave., !asay /ity . 7huiHilot Healing 7pa ) located at the 6round 1loor, ropical !alms 3ldg., 8ela :osa 7t., cor. !erea 7t., Lega-pi 4illage, "aati /ity (. 1ifth 7ense 7pa ) located at Mnit (F+ >ingswood Arcade /hino :oces cor. 4ito /ru- 7t. "aati /ity, "etro "anila, !hilippines +. /icada 7pa ) located at JI 6il !uyat Avenue /orner 7outh 7uper Highway, !alanan, "aati /ity . Namara 7pa ) located at ( !onte 7t., !asong amo, "aati /ity I. !haen3oran 1oot and 3ody "assage ) located at "aati Avenue corner 4alde- 7t., "aati /ty *. Himalayan ouch 7pa and 1oot :efle'ology ) located at 3autista cor. Emilia 7ts. !alanan, "aati /ity
I$di!e&t Co+'etito!s
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Page 34
Our indirect competition includes salons, health clubs, and other types of spa service center in the "aati area. . he 6reen 7pa Home
. 3ench 1; 7alon
7ervices
I. 7alon 8e "anila
@. ;slands "assage "obile and
*. 7alon for "en and 9omen
8ay 7pa
J. :icy :eyes Hair 7alon
. "aati 9ellness 7tudio
?. ;nde' 7alon
(. 7!A(* Home 7ervice
. 1ab 7alon
"assage
@.Cstilo 7alon
+. 8avid%s 7alon
Marketing Plan
Page 35
D. PROGECTED SA3ES 1/. 10.P!oe&ted Sales i$ Vol+e 16.
Projected Sales in Volume 4,500 4,000 -ther #ilot 02
#ilot Scalp .12
(raditional Foot #ilot 8.2
#ilo t Buga .82
#ilo t !lbula ryo .52
#ilot Babad .12
3,500 3,000 2,500 2,000
#ilo t Bintus a 8.2 1,500 1,000 500 Jan
16.
0/,#ilot !lbula ryo
55,#ilot Buga
16,#ilot Bintus a
48,#ilot Babad 67,(raditi onal Foot
Feb
Mar
Apr
May
Jun
Jul
A ug
Sept
Oct
Nov
Dec
1. B
1C. F
17. M
20. A
21. M
22. B
23. B
24. A
25.
26. O
2. 9
2C.
0., .
08,
00,
05,
01,
07,
04,
06,
03,
5/,
5.,
58,
51, .
57,
54,
56,
53,
1/,
1.,
18,
10,
15,
11,
17,
13, 8
7/,
7.,
78,
70,
75,
71,
77,
74,
76,
73,
4/,
40, .
45,
41,
47,
44,
46,
43,
6/,
6.,
68,
60,
65,
64, 8
66,
63,
3/,
3.,
38,
30,
35,
31,
37,
34,
36,
#ilot .//, #ilot Scalp ..5, -ther #ilot
.86,
10-. 10/. 100. 106. 104. 107. 10. 108.
./., .
./8,
./0,
./5,
./1,
./7,
./4,
./6,
./3,
../,
...,
..8
..1, 0
..7,
..4,
..6,
..3,
.8/,
.8.,
.88,
.80,
.85,
.81,
.87
.83, .
.0/,
.0.,
.08,
.00,
.05,
.01,
.07,
.04,
.06,
.03,
.5/
P!oe&ted Sales i$ Peso
.1/, .1.,
Projected Sales in Peso 1,400,000 1,200,000 -ther #ilo t
#ilo t Scalp
(ra ditio nal Foot #ilot
#ilot Ba bad
#ilo t Bintusa
#ilot Buga
1,000,000 !00,000 00,000 400,000 #ilot !lbularyo 200,000 -
.18, .10, .15,
.11,
156. Ba n a r *
15. Fe b r a r *
15C. M
157. Ari l
160. Ma*
161. Bn e
.78,
#ilo
t !lbularyo
.73,
#ilo t Buga
.47, #ilo t Bintusa
.60,
#ilo t Babad
.3/, (ra ditional Foot #ilot
.34,
8/5,
#ilo t Scalp
-th er #ilot
8..,
.70, 10= 0 4 3 .4/, 55= 8 0 0
.75, 77= 4 8 0 .4., 11= 8 3 8
.44, 68= / / /
.46, ./8 = 1 / /
.65, 11= 3 6 .
.61, 73= 3 4 7
.3., 41= 7 1 7 .36, 50= 4 0 1
.38, 35= 1 7 3 .33, 15= 7 7 3 8/7, ./= . 7 5
8/1, 6=. 0 . 8.8, 07 0 = . . 1
8.0, 510 = 6 3 0
.71, 30=
.48, 44=
.43, .5
.67, 34=
.30, .0
8//, 47=
8/4, .5=
8.5, 70
.77, .7/= . 0 7 .40, .08= 4 / /
.74, .57= 4 3 . .45, .8.= 7 5 8
.6/, 857= / / .
.6., 881= 1 / .
.64, .74= 3 5 8
.66, .10= 3 5 4
.35, 887= 3 7 4 8/., .0.= 8 / 1
.31, 8/6= / 1 0 8/8, .8/= 8 4 .
8/6, 85=0 3 0 8.1, .=/6 3 = 0 5 5
8/3, 88=0 7 .
8.7, 336= 1 7 1
.76, .8 / = . / 8 .41, 33= 1 8 1 .68, .6 5 = 1 / . .63, .8 1 = 3 1 7 .37, .4 / = 8 8 1 8/0, 36= 5 / 0 8./, .6= 8 3 1 8.4, 6. 4 = / / 6
8.6, 8.3,
220. B-l
221. A-
222. et
223. O'
224. 9ov
225. e'
887, (-(!
e m b e r
884, 6/=
886, 77=
805, 77=
801, 11=
85., .8
858, ./
856, 60=
853, 73=
811, ..
817, 35=
878, 71=
870, 15=
873, .8=
84/, ./=
847, 15
844, 51
883, 30=5 . 0 807, 44=5 / 3 850, .50= 1 / . 81/, 34=3 7 7 814, .08= 0 3 4 875, 47=1 0 7 84., .5=8 0 /
846, 701= 5 1 .
80/, .8
804, 33=
855, .6
81., .8
816, .4
871, 36=
848, .6=
843, 6.
e m b e r 80., .57= 4 3 . 806, .8.= 7 5 8 851, 881= 1 / . 818, .10= 3 5 4 813, 8/6= / 1 0 877, .8/= 8 4 . 840, 88=0 7 .
86/, 336= 1 7 1
-/. -0. -6. E. MAR:ETI<2 PRO2RAMS" STRATE2IES
e m b e r 808, .67= 6 8 1 803, .15= 6 . 4 857, 864= / / . 810, .31= 3 0 8 87/, 875= 4 3 1 874, .10= / 4 8 845, 86=5 1 3 86., .=84 / = 3 / .
& 800, .=006 =5 7 3 85/, .=./3 =. 1 5 854, 8=/17 =. 1 4 815, .=5/0 =4 . 0 87., .=634 =5 5 8 876, .=/34 =1 4 / 841, 8/5=/ 1 3
2C2. 710 6 5 6 5
@*. -7. P!a&ti&es o, Co+'etito!s
@**.
"any spa businesses in the !hilippines are introducing
varieties of massage treatment which originated from other countries. Only a little offer Hilot as a ind of massage despite the fact that it is our own brand of touch therapy and it can give people a lot of benefits. @*J. -85. O$ Ma!%eti$g P!og!a+" St!ategies
@J.
Our mareting strategy was formulated after considering the
following analysis2 @J@. -8/.
SWOT A$alysis o, S'a Bsi$ess
-80.
St!e$gt(s
•
!rovides wellness therapies
•
"any prospective clients
•
rained employees are accredited by E78A
•
E'cellent massage sills
@J+. -84. •
•
•
Wea%$esses
he high cost of providing a 0uality services ot everyone can avail the service Employment of wellness professional is e'pensive
-87. -8. -88.
O''o!t$ities
•
Advertising opportunities through ;nternet and5or word&of&mouth
•
As number of client increase, owner can e'tend the types of services offered
•
Mse of networing to bring in groups of client
•
7elling products used for the treatments offered
•
3ranching out to other location
??. /51.
T(!eats
•
/omplaints from customers regarding dissatisfaction on the service
•
8iscomfort of customers due to therapist%s rude behavior
•
/ompetition in the maret
•
Low prices offered by the competitors
•
E'istence of more popular massage parlor
?@. /5/.
SWOT A$alysis o,
/50.
St!e$gt(s
•
HEALOT Traditional
Offers the two methods of Hilot #its traditional use and form as massage therapy$
•
4arieties of Hilot therapy will be introduced
•
Low cost prices strategy
•
E'cellent business location near malls, hotels, condominiums offices and other establishment
?+. /54.
Wea%$esses
•
Lac of brand e0uity as new entrant to the maretD low popularity
•
Labor&intensive
•
Lac of e'perience and e'pertise as beginners in business
•
7ervice offered is limited only to Hilot
•
/lient base is thin since the business is =ust starting to operate
/57. /5. •
O''o!t$ities
Hilot is earning an international fame as the prestigious @??I Asia 7pa Award ) Hollistic reatment of the Cear
•
Hilot therapy is now being offered in international maret
•
!eople are looing for an effective form of alternative medicine
/58. /15.
T(!eats
•
:ivalry from already established competitors
•
/ommunity consisting of low&income earners cannot afford wellness services
•
!eople tends to misinterpret methods of Hilot
. /1-.
PORTERS
Fie Fo!&es /1/.
T(!eat
o,
he barriers of new entry is low, thus the threat of new entrant is high
•
Low capital re0uirements means many businesses can compete and enter the industry
•
9ell&established spa%s increases customer loyalty maing it difficult for new comers to gain maret share
(.
/16.
Ba!gai$i$g
Poe! o, S''lie!s •
he bargaining power of suppliers is low since the products and materials used in the business will be coming from different sellers
•
here are many suppliers that can offer the product
•
he cost of switching to an alternative supplier is low
•
he products and materials are easy to distinguish, therefore it can be purchased from different suppliers
/14. /17.
Ba!gai$i$g
Poe! o, Csto+e!s •
he bargaining power of customer is high since they can choose from a wide range spa to avail the service
•
/ustomer will find it easy and ine'pensive to switch to another spa
•
/ustomers possess a credible bacward integration threat, meaning they can threaten to buy the service of another spa
*. /18.
T(!eat
o,
Sbstitte P!od&ts •
he threat of substitute is high
•
he willingness of the customer to switch from getting a massage to another form of rela'ation that they can avail
•
he willingness of the customer to switch from getting a massage from people to massage from machine
•
/ustomer can avail a home service
/-5. /-1. Co+'etitie Rial!y
Deg!ee
o,
•
/ompetitive rivalry in the industry is high since the switching cost is low and threats of new entrants is high, therefore, there will be many current and potential competitors /ompetitive rivalry among direct competitors is low since massage
•
facilities offering variation of
Hilot therapy are not popular in the
maret. On the other hand, it is high among indirect competitors since there are a lot of spas that offer other form of massage therapies and they already established customer%s loyalty. @@. /-/. Obe&ties a$d Isses
@(.
HEALOT Traditional will tae the aim to
have competitive advantage over other competitors by focusing on the following ways2 •
o e'tend product differentiation through e'perience #e'perience differentiation$
•
o achieve the ma'imum value as defined by the customer #Low&cost leadership$
•
o focus on values related to rapid, fle'ible and reliable performance #response$
@+. /-4. Co+'a$ys Ma!%eti$g P!og!a+"St!ategies
@I.
ow&a&days numerous spa businesses are introducing
different ind of massage treatment which originated from other countries. Even if there are many competitors,
Traditional
HEALOT
wants to tae the lead in offering a massage
therapy which speciali-es in Hilot as our own brand of touch. he
company will achieve its mission by delivering services which are better, or at least different, cheaper and more responsive. @*. /-8. Sales Fo!&e
?.
he store manager is responsible for handling the sales
representative of
HEALOT Traditional . he company
will be located at the ground floor of Eurovilla ( ) A. Arnai- Avenue, "aati /ity and will offer its services to the residents of nearby condominiums and other establishments found near the vicinity. ;f seen a favorable result, the company will eventually e'pand its operation by opening more branches in other places. . //-. !&( a$d Deelo'+e$t
.
Resea
;n the past, massage therapy is regarded as a lu'ury for a
niche maret, whereas now, it has become more accessible to a wider customer base. HEALOT
Traditional will devote time
in researching and developing services that will continue to meet customer%s need and increase customer%s satisfaction. he company will continue to diversify and concentrate of maing innovative mareting approaches by increasing the 0uality of service, offering promotional pacages and discovering options to arrive at competitive prices. (. //6. Se!i&e St!ategy
.
“Hilot heals a lot”. his will be the official tagline of the
company in positioning ourselves in people%s mind. Availing the services
would enable the customer to e'perience a classical way of “touch” at the same time heal the indifference in the customer%s body in order for them to feel renewed, rela'ed and revitali-ed. I.
he company opts to e'tend our product differentiation
through engaging more with the customer, meaning we will use their five senses to become immersed or even an active participant in improving the service. 9e will also implement a strategy of driving down the cost while meeting the customer%s e'pectation. Lastly, we will interact more with the customer to respond with their needs. *. //8. St!ategy
(?.
Pla&e
H E A L O T T r a d i t i o n a l will be located at
ground floor of Eurovilla ( ) A. Arnai- Avenue, "aati /ity. he place is strategic since this is where our target marets are situated. (. /0-. t(e Sto!e
(.
Vi&i$ity
o,
((.
(+. /04. P!i&i$g St!ategy
H E A LO T
(I.
Tr a d i t i o n al
will
implement the strategy of "aret !enetration !ricing which means that the services offered will be widely promoted and its introductory price will be ept comparatively low in order to achieve 0uicly a high sales volume and deep maret infiltration. /0. /08. /65. Se!i&e
Se!i&es /61. Co+'etito! J
/6-. Co+'etito! =
/6/. Healot
+(.
++.
+.
T!aditio$al /67.
3ody "assage +*.
! *?.?? +J.
! (??.??? ?.
P /65.55 /41.
7calp "assage @.
! +?.?? .
! ?.?? (.
P /55.55 /46.
1oot "assage .
! +?.?? I.
! *?.?? *.
P /55.55 /48.
! @*?.??
! ??.??
P -65.55
raditional Hilot /75. /71. Positio$i$g St!ategy
I@.
H E A L O T Tr a d i t i o n a l aims
to achieve competitive advantages over its competitor by providing a 0uality massage service at an affordable price. he company also wants to be the leading provider of different types of Hilot therapy by introducing to the people not only the benefits the massage offer but also the recognition it can gain in the international spa maret. I. I(.
As
a
new
player
H E A L O T Tr a d i t i o n a l
in
the
spa
industry,
will be adopting an official
company logo for the people to remember us. o create brand e0uity, the company will be introducing to the public our business by having advertisement. 9e will be using print advertisement lie brochures and fliers, electronic advertisement lie website and viral mareting such as witter and other social media. I+. /74.
T(is ill be t(e o,,i&ial logo o, t(e &o+'a$y
II.
I*. /78. I+'le+e$tatio$
HEALOT Traditional will implement the
*?.
following plans in line with its mareting and promotional programs2 /1. A. I$te!$al Ma!%eti$g •
Employees will be oriented in company%s policy about customer relationship
•
Employees will be given e'tensive professional trainings to improve customer service
•
An employee of the month will be chosen to give credits to his outstanding performance.
•
/ustomers will be voting the employee by writing his name on a piece of paper and the one who receives the highest vote will be the employee of the month
•
*@.
B. Ete!$al Ma!%eti$g
*. 1. I$t!od&to!y P!o+o •
his promo will run during the first wee of the company%s operation in which a ?G discount will be given to all services offered
•
3rochures and fliers will be distributed during and a wee before the opening
•
1irst + customers will get free Healot 7pecial herapy with the e'clusive use of private room
*(. -. Co'o$s •
1ree gift coupons valid only for a month will be given to the first @+ customers that will avail the services at regular price.
•
/ustomers can avail gift coupons at a certain price with discounts given to a larger purchase of them. hey are valid for months from the date of purchase
•
he strategy is said to be effective if there are many coupons remitted by the customer
*+. /. Me+be!s(i' Ca!d Sile! Ca!d
4alid for months from the date of purchase, transferrable and gives +G discount on all other treatment. Each visit with a member card would include a P &hour body massage of your choice, foot and scalp massage, easy access of our private room,
use of our lounge, bath robe and towels. 9e will also serve you a hot beverage of your choice. 2old Ca!d
4alid for @ months from the date of purchase, transferrable
and
gives
?G
discounts
on
all
treatment. Each visit with a member card would include a P &hour body massage of your choice, foot and scalp massage, easy access of our private room, use of our lounge, bath robe and towels. 9e will also serve you a hot beverage of your choice. Plati$+ Ca!d
4alid for @ months from the date of purchase, non& transferrable
and
gives
+G
discounts
on
all
treatments. Each visit with a member card would include a P &hour body massage of your choice, foot and scalp massage, easy access of our private room, use of our lounge, bath robe and towels. 9e will also serve you a hot beverage of your choice. *. *I. 0. Ade!tise+e$t •
his is done in order to promote to the public a ind of service provider that will offer various ind of Hilot therapy
•
Mse of tarpaulin and signage for brand e0uity
•
3rochures and fliers will be distributed within the vicinity and nearby establishments
•
A website will be created to inform the people about our services
•
1ree online advertisement on social networing media
•
!urchasing of gift coupons can be done at our official website
•
his can be effective if many gift coupons are remitted by the customer
/. 6. Csto+e! Database •
he company will continue to update and improve our customer database. 9ith this, customers will be able tae advantage on our promotion and discounts which will be sent to them on special occasion.
•
he strategy is effective if many loyal customers avail the promotions and discount
*J. 4. Pa&%ages •
1or individual pacage, a !+.?? discount will be given #e'. AB K+? Q ?? ) K+ ' @ B @?$. ;t includes combination of the services of your choice.
•
1or group pacage, a !@+.?? discount will be given #e'. AB K@+? Q ?? ) K@+ ' @ B +?? ' number of persons$. ;t includes combination of the services of your choice.
•
his strategy is effective if many individual or group avail the pacage
J?. J. /8-. MAR:ETI<2 EJPE
