Tuesday, January 21, 2020
day spa marketing plan Essay -- essays research papers
Industry Overview: There are an estimated 12,100 spas throughout the United States. In the U.S. the largest spa category, accounting for seven of every ten spas, is day spa. Resort and hotel spas are the second largest, with club spas, medical spas, mineral spring spas and destination spas respectively trailing. Geographically speaking, the distribution of spas in the U.S. generally parallels that of the population distributions with the largest region being the North East. According to the ISPA (The International SPA Association) in 2003 there were approximately 136 million spa visits made in the U.S. Sixty percent (60%) of these visits were to day spas while 27% were to resort and hotel spas and the remaining 13% were spread across the four other types of spas. The U.S. spa industry generated an estimated $11.2 billion in revenues in that same year. Fifty two percent (52%) of a spa ¡Ã‚ ¦s revenue is gained from its treatment rooms. Despite being the largest segment, day spas, accounts only for just under half of that revenue at 49% The Kline Group research suggested a strong growth (2003-04) in the spa market close to 11% from driving forces such as: „à      High levels of media attention „à      Increased number of product brands „à      Greater consumer awareness of market products/benefits „à      Lower price points relative to surgical and non-surgical procedures „à      Anti-aging trend continues Between 2002 and 2004 studies from the ISPA concurred with an annual growth rate of 12%. Since its growth rate peak in 2000 at 51%, the number has gradually moderated. As in any industry, demand is the driving force that determines how well the industry performs.      Competitive Profile: With the largest population of day spas being located in the North East region the competition is tough but not unbeatable. Top Competitors in DaiSpa ¡Ã‚ ¦s market include: „X     Elizabeth Grady, Framingham, MA Hair, nails, body treatments, facials, make-up (direct competitor) „X     Paul Conzo Day Spa and Hair Salon, Worcester, MA Manicures, Pedicures, Body Wraps, Hair, Nails, Spa Treatment Packages, Facials, Glycol Peels „X     Ardan Salon & D... ...ving to compete with beauty specialty stores that sell spa and salon products. Advertising and promotion will be subtly forcefull to if nothing else to get you excited and intrigued. Plant the  ¡Ã‚ §we should check that place out ¡Ã‚ ¨ seed. We will be running an extensive and quite costly advertising and promotion strategy. Radio, some local television during the prime news hours, drop leafs in major magazines, news print, bus sides, living and entertainment media. We will also be making brochures with our product and service menu available at local venues with coinsiding business i.e. health clubs, surgical offices, & medical offices. We will also place ads on bulletin boards of local universities and apartment/condo complexes. Service/Product Offering The following is a brief list of the services and products that will be offered at the spa: o Facials and Skin Care Treatment: European, corrective, therapeutic, and relaxing. o Nail services: Sculptured manicures, pedicures, and paraffin treatments. o Total Body Treatments: Full body massage, body wraps, reflexology treatments.. o Beauty Products: Full skin care line of facial and body products, herbs, and essential oils.
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