day spa marketing plan Essay -- essays research papers

Industry OverviewThere 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. holiday 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 universe 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 plot of land 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 taxs in that same year. 50 two percent (52%) of a spas revenue is gained from its treatment rooms. Despite being the largest segment, day sp as, 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 asHigh levels of media attentionIncreased number of product brandsGreater consumer awareness of market products/benefitsLower price points relative to functional and non-surgical proceduresAnti-aging trend continuesBetween 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, conduct is the driving force that determines how well the industry performs.Competitive ProfileWith the largest population of day spas being located in the North East region the contest is tough but not unbeatable.Top Competitors in DaiSpas market includeXElizabeth Grady, Framingham, MAHair, nails, body treatments, facials, make-up (direct competitor)XPaul Conzo twenty-four hour period Spa and Hair Salon, Wor cester, MAManicures, Pedicures, Body Wraps, Hair, Nails, Spa Treatment Packages, Facials, Glycol PeelsXArdan Salon & D... ...ving to compete with beauty specialty stores that sell spa and beauty parlour products.Advertising and promotion will be subtly forcefull to if nothing else to get you excited and intrigued. Plant the we should check that place out seed. We will be campaign 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, four-in-hand 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 OfferingThe following is a sketch list of the services and products that will be offered at the spa o Fac ials 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 of the essence(p) oils.