A Marketing Plan on
Rejuvenaire Chocolate Spa
September 26, 2012
I. EXECUTIVE SUMMARY:
Rejuvenaire Chocolate Spa will be the first known Chocolate Spa in the Philippines offering a chocolaty spa experience to customers. Rejuvenaire Chocolate Spa proudly caters a signature line of chocolate-based spa offerings which include Massage on chocolate oil, Chocolate Body Scrub, Chocolate Facial Masque, and Chocolate Truffle Mint Foot Spa. RCS doesn’t end on its chocolate-based services, it also offers a diverse list of Massage, Body Scrub, Facial, and Foot Spa offerings flavored the RCS way.
Rejuvenaire Chocolate Spa will break the conventionally flavored spa in the industry by using chocolate as its main component in its signature services which will pave the way on the company’s brand awareness and increasing customer demand. The company is also proud to say that its chocolate ingredient will be sourced mainly in the country in the hopes to boost the cocoa industry in the Philippines.
Rejuvenaire Chocolate Spa will be targeting consumers living in Quezon City, ages 18-40 years old with an average to higher income, due to the pricing of the services designed for a high class spa experience. The company promises that a fortune paid in its service will be worthy down to the last bit because the chocolate spa experience will only be performed by only the best and adept therapists trained in human care. RCS will hire eight (8) therapists, two (2) receptionists, and a general operating manager on its pioneering year. Rejuvenaire Chocolate Spa is a general partnership which is consisted of ten partners namely: Marimel F. Michael, Joy L. Espia, Janine M. Suarez, Iyrah Janille R. Esparas, Racel R. Tendencia, Analyne C. Rodriguez, Jacqueline G. De Lara, Daisy J. Duarte, Nathaniel Q. Ramirez, and Gabby Ebora. The partners were college colleagues who took up a Bachelor of Business Administration Major in Marketing Management in Polytechnic University of the Philippines. All the partners will appoint one partner who will be charged as the General Operating Manager of the business who shall update other partners with the company’s business ventures.
As a starting company, RCS’s marketing strategy would focus on brand awareness and brand loyalty by bombarding the market with promotional materials broadcasted on the social media such as the company’s website, and print media such as flyers, leaflets, tarpaulins, and membership cards. The sweet offering of Rejuvenaire Chocolate Spa is sure to attract both spa and non-spa goers throughout the Quezon City area with its one of a kind spa experience.
II. SITUATIONAL ANALYSIS
THREATS * Consumers might think of applying organic cooca by themselves * Existing direct and indirect competitors| OPPORTUNITIES * Constant growth of spa market * Stressful lifestyle of target market will lead to more demand for the service * Use of organic materials is being a trend| WEAKNESSES * Limited facility of Rejuvenaire Chocolate Spa * Limited hired therapists * Little Brand Awareness| STRENGTHS * Rejuvenaire Chocolate Spa is the only spa in the Philippines that uses organic cocoa in their treatments * The unique benefit of the product’s USP|
TOWS analysis is used in this marketing plan instead of SWOT Analysis since it is more appropriate to have an inflow of information or external to internal than internal to external. Rejuvenaire Chocolate Spa shall seek its threats which are the external factors such as competitors, government influences, and cultures and norms in the area, and they will use its strengths to counter its threats. RCS will seek external opportunities from its weaknesses such as by having limited facilities they will aim to expand in order to go with the opportunity of the growing spa mark
III. CURRENT MARKETING SITUATION
Spa Market Share
Since RCS is in its...