Chapter III Marketing Aspect.g

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CHAPTER III

MARKETING ASPECT

I. MARKET DESCRIPTION

The market projection of the study is based on the surveys conducted within the

vicinity of Valenzuela City. Projection of demand, supply and sales for the first five years

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 ANALYSISA. Major Users of the Servie

Ta!"e #$

Major Users of the Servie

Ge%&er 're()e%* Pere%ta+e

+emale - /0

&ale 10 2T3T45 $,, #--


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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%& for the Ne0t 'ive Years

Ta!"e #1

Projete& De/a%& for the Ne0t 'ive Years

Year

Mar2et

Ae3ta!i"it*

Tar+et

Po3)"atio%

're()e%* of

4isitA%%)a" De/a%&

8/ 106 -1,191 -06 :-,2/9

81 106 -98,2: -06 :/,9:

89 106 -9:,-:- -06 :0,8-/80 106 -00,/92 -06 88,280

8: 106 -:9,:99 -06 8,0-9'ource; 8 "ational Census of Valenzuela City

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 of the respondents go to the spa once a week with -06.The annual demand for

8/ to 8: is increasing because the target population is likewise increasing annually

by .826 based on the "ational Census 3ffice of Valenzuela City. #n getting the

http://www.nsoncr4.ph/2010%20VPH%20Final_Special%20Release_Valenzuela%25New.pdfhttp://www.nsoncr4.ph/2010%20VPH%20Final_Special%20Release_Valenzuela%25New.pdfhttp://www.nsoncr4.ph/2010%20VPH%20Final_Special%20Release_Valenzuela%25New.pdfhttp://www.nsoncr4.ph/2010%20VPH%20Final_Special%20Release_Valenzuela%25New.pdf


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annual demand, &arket 4cceptability ernandez7 and from 5iberty 'evilla, receptionist of >ealot

>ouse, who was interviewed last 'eptember :, 82 by Filmar 5lano


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Ta!"e #8

Projete& A%%)a" S)33"*

Co/3etitors 9-#6 9-#8 9-#: 9-#; 9-#,I%fi%i/a :,8- :,- :,2/2 :,10- :,:9

7e% Asia 2,-1 2,2- 2,/-0 2,120 2,918

Hea"ot Ho)se ,08- ,029 ,0: ,:-0 ,:0/

Tota" #6


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Projete& De/a%& a%& S)33"* Ga3 A%a"*sis for the Ne0t 'ive Years

Year A%%)a"

De/a%&

A%%)a" S)33"* Ga3=Avai"a!"e Mar2et

8/ :-,2/9 /,2 90,-/

81 :/,9: /,/8: 08,8

89 :0,8-/ /,002 0,/

80 88,280 1,1: 02,-:8: 8,0-9 1,11 01,9/

Table 9 shows the Projected Iemand and 'upply Jap 4nalysis for the ne)t five


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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 ilot w=

Ventosa Cupping

P 288.88 P 2/8.88 P 08.88

+oot 'crub P /8.88

%ody 'crub P -88.88 P 2/8.88

>ot 'hower %ath P /8.88

4roma &assage Therapy P -8.88


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A. Co/3etitive%ess of Servies Offere&

Ta!"e #,

Co/3etitive%ess of Servies Offere&

Co/3etitors Servies Offere&

I%fi%i/a • '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

7e% Asia • '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

Hea"ot Ho)se •'ignature &assage

• 'wedish &assage

• 'hiatsu &assage

>ilot Fellness

>ot 'tone &assage

Traditional >ilot

>and and +oot @efle)ology


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+acial &assage

!)press &assage %ack

'ource; #nterview from personnel of #nfinima - rdflr. @.+. %ldg. &aysan, Valenzuela City iDway, &arulas, Valenzuela City ealot >ouse, E-- &ac 4rthur

>iDFay, &arulas, Valenzuela City 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.


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I%fi%i/a 7e% Asia Hea"ot Ho)se

E%vi o&*

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 iDway, &arulas, Valenzuela City ealot >ouse, E-- &ac 4rthur

>iDFay, &arulas, Valenzuela City


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9. DEMOGRAPHIC

o 4ge ; 8 D 12

o Jender ; &ale and +emale

C. Pro3ose& Pries

Ta!"e 9#

Servies Offere&

Goi%+ Rates Prii%+

Servies

Pries

I%fi%i/a 7e%asiaHea"ot

Ho)se

E%vi o&*

Massa+e

a%& S3a

'wedish &assage P 08.88 P /8.88 P /8.88 P -:.::


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'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:.::

Traditional >ilot w= Ventosa

Cupping

P 288.88 P 2/8.88 P 08.88 P -0:.::

+oot 'crub P /8.88 P -:.::

%ody 'crub P -88.88 P 2/8.88 P 0:.::

>ot 'hower %ath P /8.88 P 2:.::

4roma &assage Therapy 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


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+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


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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


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+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


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'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


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• Contest

D Put together a special contest in the spa.

• Promotional Post Cards=Jift Certificates

'IGURE #:

PROMOTIONAL POST CARDS

'IGURE #;

GI'T CERTI'ICATE


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• PromoD >oliday 'eason

D /6 off services for new clients

• 'pecial events


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3peration


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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 ÷ "o. of

&inutes of #nterval

+or +oot 'pa;

L 22--/8 ) -16 ) ::

28

L ,:-,/.-

+or >ilot with Ventosa;

L 22--/8 ) 86 ) -0:.:: 28

L 2:2,:/.--

+or &assage;

L 22--/8 ) 226 ) :.:: 28

L 12,9/.-

The Projected 'ales 4nnually will increase by 86 per year.


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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.


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>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

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Chapter III Marketing Aspect.g