Service Marketing Plan on Spa this is a business plan which shows a start up business of a spa.

1. De La Salle University-Dasmariñas
College of Business Administration and Accountancy
Service Marketing Plan for Modern Healing Spa Massage
In Partial Fulfillment of the Requirements of the Subject,
Service Marketing
Submitted to:
Dr. Vangie Reyes
Submitted by:
Christel Calio
MKA 4-2

2. Table of Contents
I. Acknowledgement………………………………………………………1
II. Executive Summary………………………………………………….….2
III. Business Environment Analysis………………………………………...6
IV. Market Profiling………………………………………………………...8
V. Forecasting Sales Volume and Market share…………………………..23
VI. Objectives………..……………………………………………………..25
VII. Services Marketing Mix………………………………………………..26
VIII. Resources Identification………………………………………………..35
IX. Training the Sales force………………………………………………...41
X. Budgeting……………………………………………………………….51
XI. Executing………………………………………………………………..53
XII. Risks Analysis…………………………………………………………..57
XIII. Appendices ……………………………………………………………..59
Appendix A…………………………………………………………59.
Appendix B………………………………………………………….60
Appendix C………………………………………………………….61
Appendix D………………………………………………………….61

3. Appendix E………………………………………………………….62
Appendix F………………………………………………………….62
Appendix G………………………………………………………….63
Appendix H………………………………………………………….63
Survey Form………………………………………………………...64
Resume…………………………………………………………...…65

4. I. Acknowledgement
First of all, I am grateful to the Almighty God for giving me strength and knowledge to
complete this marketing plan. I wish to express my sincerest thanks to Ms. Abegail De Castro for
allowing me to Modern Healing Spa Massage as my topic for this Marketing Plan and for also
answering all my questions about the company. I take this opportunity to express my deepest
thanks to Prof. Evangeline Reyes for her kind supervision and generous advice for this study. I
would also like to thanks my parents who supported me through sleepless nights and
encouraging me to do my best.

5. II. Executive Summary
Modern Healing Massage Spa is established on August 20, 2015the first branch is located
at Puregold Anabu Imus Cavite.. The Shagoptha Bashir Punzalan is the sole owner of the spa
which has a medical background since she is a nurse before and she also used to manage spa
before and then she tried to create her own spa massage which is Modern Healing Spa MAssage.
She wanted to make a spa that will deliver wellness to the community. The name Modern
healing came up from “to heal and care” that healing is not just a one time phenomenon but
healing occurs when there is gradual care for the body to have a healthier body and mind.
Since the industry is undifferentiated because most of the spa massage businesses have the same
services some have more and some have less than the others. But in this industry people see that
massage spa’s are mostly the same but they just differ in the place and price. Although there are
already loyal customers the switching of spa from one spa to another is really easy for the
customers. Unless the competitor sa has also a membership feature wherein the non members
pay more than

6. Figure 1. Swot analysis
Strength Weakness
 High level of professionalism of the
medical staff
 Accommodating and courteous staff
 Lower price compared to competitors
 Existence of traditional markets
 The Spa is located inside a mall
meaning the customers willingness to
wait is much longer because they can
roam around while waiting.
 Big parking space.
 Accommodation and treatment
facilities of low quality
 unappealing interior designing
 Variety of treatment procedures
 plain print ads, flyers and posters
 low brand awareness
 low social media awareness
 lack of information about the services
offered
 Low customer retention
 undifferentiated brand
Opportunities Threats
 Trend of ageing of the world population
 Increase of interests for the traditional
treatments
 promotions and building brand
awareness is easier through Social
Media.
 Increase in interest for a healthy
lifestyle
 Living healthy to prevent sickness.
 There are many subdivisions nearby.
 Wide acceptance of massage by general
public – not just “pampering”
perception
 Consumer preference towards online
search and transactions
 Unorganized service industry
 Decrease of the purchasing power
 Other local manghihilot that is much
lower in price
 -consumers have high price sensitivity

7. Porter Analysis
bargaining power of suppliers: High
Massage services need well trained massage therapist because this kind of service is not just an
ordinary service because it focuses on relaxing muscles and relieving pain meaning it is requires
medical knowledge to prevent injuries. There are few skilled and trained massage therapist in the
industry the cost of substituting man power is very difficult because massage therapist are not
really that abundant and training new unexperienced individual are costly.
Threat of new entrants: very high
Virtually there is no entry barriers. It is relatively easy to enter this industry because it is more on
the labor side without that much equipments. Hiring staff that knew how to conducts programs
for nutrition, fitness, beauty care , health care and psychology in addition hiring a business savvy
to operate the business.
Industry suppliers have a high potential to become spa competitors. Suppliers of fitness
equipment and beauty and food products could all be potential entrants. Involvement in a spa
would provide the advantages of vertical integration for such suppliers, who would push their
products at their spa.

8. bargaining power of buyer: Medium
Individual guests have little bargaining power to reduce prices. At the same time, guests may see
the cost of switching from one spa to another so spas may eventually need to offer incentives to
build brand loyalty. Although this industry has a lot of competitors there is no uniformity in the
products or pricing. Operators price their offerings by package and other additional service.
Substitutes Low
There is this trend in the malls today wherein they place automated massage chairs are not really
a big threat in the business because these offerings cannot parallel the satisfaction a real massage
can give.
Competitors high
This industry is still unorganized. Very few player has brand developed brand awareness. The
industry is still fragmented due to limited brand recall and competition among the firms in the
industry is very strong at a local level. Since there are many competitors in the industry and most
spa's are undifferentiated the customers easily can switch from one brand to another

9. III. Business Environment Analysis
Business Issue Possible Marketing strategy Resource requirements when the
marketing programs are
assembled
Undifferentiated brand Repackage and develop new
offerings, create brand awareness
Add new offerings such as new
massage and masks.
Website and facebook page
weak social media awareness Improve social media content and
increase social media awareness.
Facebook and Wesbite
High price sensitivity of the
target market and location.
Make customers feel more valued.
Inform them about the benefits of
massage spa .
help cosnumers understand and
selcet the spa wellnes offerings
Brochure magazine
Flyers
Posters
Low brand loyalty and high
possibility of switching
Make customers members and
give benefits and discounts
Booklet with reward system
Membership cards

10. Figure 2. Business Environment Analysis
Undifferentiated brand- Since the industry is still undifferentiated switching from one spa to
another is very easy for the consumers.But this is also an opportunity for the business to establish
its name and stand out among the rest. Because the competitors seemed not interested on
differentiating their brands and reaching a larger market this is an opprtunity to build awareness
and retention in your target market’s mind.
weak social media awareness – Social media particularly facebook has a lot of ways on how a
business can reach its target market. It can be a sponsored post, facebook ads, sponsored stories,
like story etal. Since the target market are age 30-45 these particular segment are more into using
facebook rather than other social media platforms.
High price sensitivity of the target market and location. –Although the consumer has a high
price sensitivity their buyer power is not that high relatively medium. Since the industry is
undifferentiated the prices of the services still depends on the firm and also the based on the
survey they are more willing avail more often massage spa if there wll be a health benefits from
it.
Low brand loyalty and high possibility of switching- undifferentiated brands has higher
possibilty of brand switching because people think that the services rendered are just the same
with other competitive brands. But since almost all the competitors within the vicinity are
undifferentiated this could be an opportunity to introduce your brand and unique offerings to

11. create brand retention on the minds of the consumers and lessen the probability of brand
swirchin
IV.Market Profiling
1) Analyzing the industry in which your company compete.
The political environment can impact the Spa industry in many ways. The industry can be
affected by the changes in government stability and policy. So the Spa owners must consider
the different policies, laws and regulations established by the Philippine government to avoid
legal problems. An example of a government agency that promulgates the different massage
practices are Department of Health (DOH), Technical Education and Skills Development
Authority (TESDA). Both the Dept. of Health (DOH) and TESDA are perfect partners in the
professionalization of the local massage and spa industry. With DOH giving the entry level
massage regulatory requirements and TESDA to provide for advance massage skills
certification.
1. top government agencies that regulates massage practice
*department of health
*Technical education and Skills devt. authority
2. Philippine Law that regulates the practice of massage
- presidential decree 856, code of sanitation of the phil Chapter XIII " massage and Sauna
Bath Establishments"

12. 3. Latest government directive on massage
- administrative order 2010-2003 issued by the depth of health on dec 10 2010 entitled:
revised implementing rules and regulations governing massage clinics and sauna bath
establishment.
key provisions of the AO issued by DOH
a. lowering the age requirements of DOH exam applicants from 21-18 years of age sec 3.3.1
b. "only persons holding a valid certificate of registration issued by committee and approved
by the secretary of Health shall be allowed to practice massage as profession in the
Philippines Section 5.1.1"
c. The minimum base pay of Licensed massage therapist shall not be below the minimum
wage mandated by the Dept of Labor. Sec 5.2.2 however, for small establishments, the
management and spa therapist may agree on a payment scheme acceptance to both parties.
- compromise made by the spa association ( PHILWELL) with the DOH relative to AO
2010-0034
there shall be a 3 year moratorium in the implementation of AO among existing spas- that is:
january 2011 to december 2014
C. Mandate of TESDA

13. TESDA provides direction, policies, programs and standard towards quality technical
education and skills development ( TESDA) Mission.
The TESDA national Certification is not valid as massage license. Based on PD856. the code
of sanitation of Philippines and AO 2010-0034, Revised implementing Rules and
Regulations governing massage and sauna bath establishments.
Both the Department of Health (DOH) and TESDA are perfect partners in professionalization
of the local massage and spa industry. With DOH giving the entry level massage regulatory
requirements and TESDA to provide for advance massage skills certification. Latest
information received from DOH states that TESDA is sending its assessors to DOH for
massage licensure examinations. '
Requirements for DOH massage licensure examinations/
takers of license examintaions must be :
a. FIlipino citizen, eighteen years of age
b. good moral character
c. have clearnace from NBI or provincial FIscal
d. Physically and Mentally fit to take exam
e. atleast highschool graduate
f. have a certificate from DOH accredited training provider of at least 60 hours of practical
massage.
g. have a certificate from a DOH accredited training center that she/he received basic
instructions.

14. h.have a passing grade: 75% general average on theoretical exams.; 75% general average on
oral/practical exams.
MANILA, Philippines – The Philippines continued its trend of economic gains, moving up 12
notches to 58th in the 2017 Index of Economic Freedom (IEF) from 70th place last year,
announced the Bangko Sentral ng Pilipinas' Investor Relations Office (BSP-IRO) on Sunday,
February 19.
The country got a score of 65.6 in the la test annual global survey conducted by Washington-
based think tank Heritage Foundation, which covered 186 countries. It is a 2.5-point increase
from its 2016 IEF score.
The IRO also noted that the score is higher than the world average of 60.9 and the Asia-Pacific
region average of 60.4.
The IEF, according to the Heritage Foundation, reveals a positive relationship between economic
freedom and a variety of socioeconomic goals, including poverty elimination, greater per capita
wealth, healthier societies, cleaner environments, and democracy.
The Philippines' latest score means it retains its place in the "moderately free" category, which
includes "countries that provide institutional environments in which individuals and private
enterprises benefit from at least a moderate degree of economic freedom in the pursuit of greater
competitiveness, growth, and prosperity."

15. Improved ranking
The economy continues to expand at a healthy pace, but some vulnerabilities have emerged. On
the external front, solid global demand translated into a reduced trade deficit in the January-to-
August period compared to the same period last year. The weaker peso, however, is also raising
the costs of imports without boosting exports, which is especially evident in the manufacturing
sector. Moreover, the country is experiencing a decline in FDI and portfolio investments, due to
the Fed’s tightening cycle and domestic terrorism concerns. Internally, consumer spending
continues to expand on the back of rising remittance inflows, but faster inflation is eating into
households’ incomes. Fixed investment growth, although robust, is being held back by the
slower than expected implementation of public infrastructure projects. In late September, the
Central Bank heightened scrutiny of banks’ real estate financing, as worries emerge around the
excessive rate of credit growth
The demographics of the target market within the area are aged 32-45, these are working mothers
they are self employed and some are also employed. The people residing within the area and the
people who passes by are most of the time mothers. Puregold is a supermarket for people who
mostly have sari-sari stores or for people who are looking for more affordable goods. So
basically the consumers of puregold are lower middle class. There’s even a label for this market:
midorexia, or the “middle-aged and older consumers who act younger than their years,” and it’s

16. a term that “highlights the shifting status and expectations CXof a demographic whose members
are living and working for longer and prioritizing wellness while challenging the typical age-
appropriate behavior of older people.” –Inquirer. The changing narrative around aging; how
children are given more of a say on the family’s purchases; the emergence of “extraordinary”
consumers; faster shopping; the allure of authenticity; how the concept of identity is in flux;
personalization; the post-purchase experience; privacy and security; and wellness as a status
symbol. Across all markets, the report states that the following issues are becoming increasingly
important to consumers: brand authenticity, customization, shopping speed, privacy and security.
Today’s clients are seeking solutions for better sleep, stress management, proper nutrition and
genuine self care. A growing number of women are more concerned about hyperpigmentation
than lines and wrinkles—thirtysomethings are asking about melasma and pigmentation. Also
continuing to trend are peptides, plant- based ingredients (such as phytosterols) and mineral
cosmetics, and we’re increasingly seeing prebiotics—which feed our good bacteria and counter
inflammation from products that wipe out all bacteria—in skin care.
Lifestyle trends:
According to research massage helps the circulation of blood in the body thus enhancing
blood flow and improved general circulation. And experts agree it yields additional benefits too,
ranging from mental to physical health.
Once viewed as a luxury, massage is increasingly recognized as an alternative medical
treatment. According to a recent consumer survey sponsored by the American Massage Therapy

17. Association, 77 percent of respondents said their primary reason for receiving a massage in the
past year was medical or stress-related. Perhaps it's not surprising, then, that medical centers
nationwide now offer massage as a form of patient treatment. Some hospital used alternative
treatment which also include massage in their routine.
There are other studies that shown that massage helps lessen the pain and fatigue of Cancer
patients while elevating the mood. Both anxiety and depression can be reduced through massage
therapy
Additional research indicates massage therapy helps individuals with migraines, insomnia or
other tension-related issues. It also benefits post-operative patients; massage shows potential to
help with wound healing by increasing blood flow.
And more respondents said that they are more likely to use facebook and read suggested
posts. Since facebook is using regional advertising it can be used to reach the target market
easier. Informing the market can be through facebook where they are usually active and make
articles about the benefits of the massage along with the brand.
There is this trend in the society today which are this healthy living trend, anti aging and
everything is fast phased today. People are being more health conscious, body conscious or
basically how they look that is why gyms and other fitness related businesses are growing so fast
because people want to look and feel good. Now being healthy is not just based on what a person
eats being healthy is also a mental need. Meaning people should not just focus on what they
intake to have a healthier body but also people should consider a healthier mind, like distressing
through spas.

18. Spa massage industry is using the healthy living trend to promote their service and its
health benefits, they also sell vitamins, organic products such as food and skincare to maximize
this opportunity. But since Modern Healing Spa Massage is relatively new to the industry they
offer less than that of the other competitors. One of the things a customer look onto is the
physical appearance of the facility if it looks and feels safe, nice, cozy and relaxing. The physical
appearance of Modern Healing Spa Massage is so plain and simple ( see appendix A). And their
flyers, signage, and prints is not informative enough about the services offered. It is just the list
of services with their respective prices. For this kind of business it is very important to
emphasize what are the benefits of a specific massage. It is important to differentiate one
massage from the other to maximize and to target specific needs of the customer. They do not
have website just one social media account which is facebook. The facebook account has some
updates about the ongoing promos and some information about the massage but they rarely
update about the services. ( see appendix B)The owners should also be hands on for the facebook
account of the business since it is one of the easiest way to let the customer reach them. A lot of
the comment on the picture of promos is asking where they can find the Spa Massage and there’s
not that much information about the Modern Healing Spa Massage, what are the difference of
each massage and the benefits. This proves that the market of Modern Healing is an active on
facebook and also uses facebook to access different brands when they want to check something.
And also facebook pages have the feature where the administrator can see who views the page,
this could help to know who are the customers and how many people look onto their facebook
page everyday.

19. 2) Understanding the competitors with whom you compete.
NAME OF
COMPETITOR
NAME OF PRODUCT/ SERVICES ESTIMATED MARKET
SHARE
Banahaw Heals
Spa
 -Hilot ginhawa ( Swedish
massage)
 5 in 1 Healing massage
 Ventosa massage ( glass cup
massage )
 Deep tissue massage ( turtle
walk massage with hilot
pamana)
 Muscle pain spasm healing(
Steam bath and Hilot pamana )
 Hair spa
 Body scrub
 steam bath
 take all you can ( hair spa and
body scrub,steambath, netibo
healing, ventosa, cranio sacral,
hilot pamana.
Around 35% market share

20. Healing water spa  Diamond peel
 Ventosa
 Paraffin treatment
 Aromatherapy massage
 Herbal ball massage
 Stone massage
 Facial
 Pimple treatment
 Diamond peel
 Facial mask
 Whitening mask with vit c.
 Thai body massage
 Swedish massage
 Foot massage
 Back massage
 Hair removal/waxing
 Warts removal
20% market share
Wet Spa  Vintage massage 1 hour
 Supreme massage 1hour 30mins
 Emperor massage 2 hours
 body scrub
Around 15 % estimated

21.  facial
 foot spa
 hand, scalp massage and back
massage
Other Indirect
Competitors
Figure 3. Competitor’s Profile

22. Banahaw heals spa
Banahaw heals has an established brand image for massage most especially for local
massage that is why Banahaw Heals Spa has a lot of franchise since the franchisees have seen a
potential in this brand and when people are ask what are the top spa for massage for them it is
Banahaw Heals Spa. They positioned themselves as one of the local massage spa making their
signature massages as “ Hilot Ginhawa” and “Hilot Pamana” to connect easily with the people
that it is not just a simple massage but a therapeutic massage just like what local “Manghihilot”
does. And in terms of the prices Banahaw has lower price compared to most massage spa in
Imus, Cavite making it a go to massage spa by the people in Imus since it has 7 branches in imus
alone. According to the supervisor of banahaw heals spa their supplies are from the main branch
it is delivered to them. They have 7 massage therapist and 2 front liner staff. Banahaw heals spa
is focusing more on developing strategies for more franchising in the future. Banahaw Heals spa
uses promotions through the use of metrodeal which they typically have 56% discount on the
5in1 massage for only 199 save 251 pesos but it is through online and the payment is via credit
card or debit card. This is to ensure that the massage goers will really go back to them for sure.
Banahw heals spa uses variety of marketing strategy to build brand awareness and good brand
image within this industry because in this industry the competitors are do not differentiate
themselves among others. And also Banahaw used bundling to make the customers try other not
familiar services to them for a discounted price along with their favorite kind of massage. And
also they used membership cards and there is a significant difference in terms of the prices for
non member and members, that is why the customers opt to avail the membership card to avail
huge discounts. Their weakness is not about the product but the external ambience of the
business because most of their establishments are not that good looking and appealing outside.

23. They have good price compared to the competition and has better set of massage with
information about the benefits of each massage. It is also established while other competitors
aren’t even differentiated. The vulnerability of the banahaw heals spa is very low since it is the
only differentiated and has brand reputation among all the other competitors.
Healing Water:
Healing Water Massage has a good brand image because they offer varieties of services
such as such as facials, pimple treatment, waxing, face mask and warts removal. Making them as
an all in one spa business. Their services are positioned in a medium to semi-high prices despite
of the fact that the most of the people on the area are middle class and there is only one high end
village nearby. And it is a bit higher in price compared to most massage businesses in Imus
cavite. Their supplier for oils and other massage materials are from manila. They have a total of
11 staff in their anabu branch. They are not hiring nor cutting back at all. Healing water’s
activities involved promotions such as New year, valentines, fathers and mothers day, summer,
Halloween and Christmas promos. They adjusted their prices and decreased it up to 40% and
they also removed some services and add facials, eyelash perming and extensions and also face
masks. They do use facebook post to keep their account updated and to keep the customers
informed about promotions but they don’t use sponsored post or advertised post to reach target
market efficiently. They used discounts for the price of members and non-member. The
vulnerability of this business is low since they have good image around the area since they keep
the customers inform about what are the benefits of their services. They have varieties of
services not just massage that makes them all in one and a go to massage services because the
customers no longer have to go to different service businesses to have facials, waxing etc. This

24. made them different from the other massage businesses because they offer varieties of services to
cater the different needs of their customers.
Wet Spa
Wet spa’s brand image is a bit straight forward making it a generic or undifferentiated
brand, meaning they when they say they serve massage services there will be no more types of
massage or types of procedure that will be done it is just a plain or one standardized massage.
And also even though they are trying to inform the customers about the basics of massage or
what they offer they want to send a message to the customers but the way how they send it to the
customers is wrong. They have lots of posters and tarpaulin with unnecessary information and
some of their tarpaulin are a screen shot of google search and one thing that is really a downer in
their social media account is they post even the most unrelated things such as a lunch of the
employee not even a flat lay just a picture of a person’s lunch. This means that the owner do not
really give importance to the impression of first time customers or even the customers who just
want to check on promotions on their page. They position their brand as simpler than the
competitors and more easy to choose but on the contrary it makes the brand undifferentiated and
the price of the services are just like the regular services from the competitors. They have a 14
therapist who’s most of them are part time. The wet spa massage has an internal organization
activity such as recognition of the being the top therapist of the month. Wet spa uses one type
of massage with different duration 1 hour, 2hours or 1 hour and 30 mins. And also they uses
different add ons along with the regular massage. The weakness of the business is that they just

25. offer few services and there is no choices available for types of massage. For the vulnerability of
the brand it is high since they don’t differentiate themselves and made their brand as a generic
brand for massage. And their facebook post has a lot of picture of recognition of the staff. There
is no information about the services they offer they do not post relevant things about the services
and promotions. Well it is just like a regular facebook page of a person with a lot of tagged
selfies. I cannot really tell what the advantages are or its competitive edge among its competitors
since the price range of Wet Spa product is the same with the competitors. Plus the competitors
have more varieties and services to choose from than Wet Spa.

26. Demographic Segmentation
Age 24-55 years old
Gender Male and Female
Class Lower middle class and middle class
Geographic People who lives in the city of Imus cavite
particularly in Anabu.
Figure 4. Demographic Profile
Working and non working mothers aged 25-55 living in Anabu Imus Cavite with an
income of 15,000-35,000 a month. These segment is concerned about being relax to get rid stress
from work that makes their body feels heavy. They’re price sensitivity is not that high especially
if the massage businesses satisfied them with the equal amount they paid for. This segment are
more conscious about their physical appearance and they want to look good and feel good.
Working female aged 28-50 years old. These segment avails massage services for atleast
2-3x a month. They often go to massage spa for maintenance to relieve stress and minor physical
pains. They are great believers that massage brings them a healthier body that is stress free.

27. V.Forecasting sales volumes and market share
Modern Healing Spa Massage’s target market is more on mothers who shop at puregold
anabu or shopwise anabu. But they can also expand and enter new markets. Since there is a kids
play area for 2-5 years old, most mother leave there children there when they avail massage
while 6-12 years old are waiting on the lounge of the spa. These are the possible new market that
Modern Healing Spa could penetrate onto. Forecasting sales volume and market share is to
increase at least 12% in year ending December 2018. And increase for 17% in the year ending of
December 2019 with the help of different promotions and marketing strategies. Amd for thr year
2018 to 2022 there should be an increase of 17% - 35% on sales volume and and increase of
10%-15% on the total market share. Puregold and Shopwise has an estimated 7900 customers
per day combined. There is an estimated 1 out of 490 probability that a person is willing to go in
the spa. The maximum number of customers in a market area. There is a total of 600 recorded
clients of Modern Healing Spa massage while its competitors has an estimated of 8000 recorded
clients. The number of customers whose needs create an interest in specific products and services
will increase up to 3% of the total population in the market area. The rate at which customers
actually use products is 7% of the total population in Anabu 1A to 2F. The value and benefits of
the products being offered. Since the industry is not yet differentiated. Value and benefits can
play huge role to maintain loyalty among customers because these are the things they look onto
when purchasing a product or availing a service. The price sensitivity will decrease if the
customers perceived massage as an alternative to become healthy and stress free. Since getting
relaxed has no price range some are willing to pay thousands just to feel relax in hotels, traveling
etc but a good massage can only cost 350 or less to feel relaxed. Comparing the activities or

28. services that can help a person be relaxed can be a major factor to reduce price sensitivity in
availing massage services.
VI. Objectives
i. To differentiate and build a better brand image of Modern Healing
Massage against competitors by introducing unique massage services,
organic product, improving ambience of the store and etc.
ii. To expand and penetrate other target market to efficiently maximize the
market area.
iii. To increase social media awareness to persuade and keep the customers
informed and updated about the services provided.

29. VII. Service Marketing Mix/ Strategy
Product
Here are some of the existing services offered by Modern Healing Spa:
1. Aroma spa facial ( mask only)-are essential for making the face skin bright, firm, soft.
The right face mask can help hydrate skin, remove excess oils and help improve the
appearance of your pores.
2. Relaxing facial ( with mask and cleaning)- Removal of white-heads and black heads
ensures removal of blockage in skin pores.
3. Facial with diamond peel- Diamong peel is mainly for Dark circles under the eyes,
crows feet, dehydrated or dry skin, fine lines and wrinkles, open pores, or dull skin that
needs a brightening. Also, it's great for acne outbreaks, scarring, and enlarged skin pores
It is also used to restore even skin tone. The benefit of diamong peel is it restores
collagen, minimizes scars, removes blackheads and improves skin condition.
4. Painless warts removal
5. Oxygen facial w/infusion- this specialized beauty treatment is designed to replenish the
levels of oxygen in the skin, smoothing out wrinkles and restoring a youthful appearance
to the face. Oxygen facial promotes collagen production which helps up facial features
and restore volume and firmness to skin that has lost elasticity. Helps detox the skin An
oxygen facial helps reverse the effects of environmental pollutants and rejuvenates
oxygen-starved skin. Speeds cell turnover – Medical researchers believe that the infusion
of oxygen into the skin may help the skin create new cells at a faster pace. This increased
cell regeneration helps speed the healing of facial scars, acne and blemishes

30. 6. Whitening body scrub- exfoliating granules help to slough off dead skin, and the
rubbing action itself boosts circulation and helps drain your lymph nodes, by increasing
blood flow to the skin’s surface
7. Therapeutic foot spa- Foot Spa is beneficial in proper blood circulation, relieving stress,
arthritic pain, reducing headaches, treating acidity and indigestion, for insomnia and in
detoxification
8. Hands spa with paraffin- Hands spa with paraffin softens skin and act as a pain reliever,
9. Swedish massage- As the best-known type of bodywork performed today, one of the
primary goals of the Swedish massage technique is to relax the entire body. This is
accomplished by rubbing the muscles with long gliding strokes in the direction of blood
returning to the heart. But Swedish massage therapy goes beyond relaxation. Swedish
massage is exceptionally beneficial for increasing the level of oxygen in the blood,
decreasing muscle toxins, improving circulation and flexibility while easing tension.
Swedish massage decreases in levels of the stress hormone cortisol, as well as arginine
vasopressin-a hormone that can lead to increases in cortisol. Volunteers also had
increases in the number of lymphocytes, white blood cells that are part of the immune
system, and a boost in the immune cells that may help fight colds and the flu.
10. Herbal compress with Swedish massage – the benefit of Swedish massage that also
Helps relieve muscle tension and pain, Reduces stress and anxiety, may be an alternative
to sleeping pills in adults with insomnia. May help relieve symptoms of autoimmune
diseases, and boost immunity.

31. 11. Swedish massage with ventosa -The benefits of Swedish massage and cupping can
improve energy flow, act as a pain reliever loosen muscle leading to increased flexibility
and better sens of mobility, relaxation and it is also best for flue, colds, coughs, poor
circulation and other kind of pains.
Since most of the customers are onto living a healthier life it is best to maximize these things
by offering other organic products such as essential oils that has a lot of benefits for the skin and
hair. And one of the oils know in the market today is cold pressed castor oil that helps heals
inflamed skin, fights signs of aging, reduces acne, moisturizes skin, fades blemishes, prevents
stretch marks, reduces pigmentation and it is infamous because it can heps re grow hair,
eyelashes and eyebrows and it has a lot of benefits along with it. This is just one type of essential
oil that could really create sales for the business since the target market of the spa is leaning on
the aging side. It is best to add other mask treatments along with facial that will target a certain
kinds of skin problems since mask treatments are beneficial to bring back moisture and elasticity
on skin which most people are looking onto because of the sun and pollution.
Clay masks
Clay masks contain natural clay substances that deep cleanse by drawing impurities to the skin's
surface as it dries and tightens. Clay masks are ideal for people with normal to oily skin who
would like to absorb excess oil without stripping their skin
Peel-off masks

32. Peel-off masks come in gel, plastic, or paraffin wax subtypes, but they're not as absorbent as clay
masks. Peel-off masks tighten the skin temporarily and some stimulate the blood supply. They
are good for mature and dry skin.
Cream masks
Cream masks contain emollient properties that soften skin. They are ideal for people with normal
to dry skin who want to rejuvenate their facial skin by adding moisture. Revitalize and
moisturize dry to very dry facial skin with this intensive mask treatment.
Warm-oil masks
Warm-oil masks are usually applied in spas and contain almond oil, olive oil, or vitamin oil.
They are excellent for dry or mature skin because they soften the skin and increase blood
circulation to the face.
These are just the type of mask there should be a more detailed and add more ingridients to boost
the result. Like adding vitamin c serums, arbutin for whitening, niacimide for whitening dark
spots, and other properties that will make the mask more appealing to the customers.
And they can also add new markets such as students preferably college students because stress is
very common to them not only just academically, but also because of financial, family, friends or
love one. College students often find activities that would destress them. That is why they can be
one of the new target market of the Spa because there stress level are often high especially when
midterms and finals are approaching. Now another possible market could be those kids aged 6-

33. 12 years old waiting at the lounge because their mothers are having a massage. The spa massage
could offer bundles so the kids could also try massage and bond with their mothers. This could
be an eye opener for them since they are kids they can retain in their minds that massage is very
relaxing and they are like trained in their very young age to patronize Massage especially
Modern Healing Massage because it will bring a sentimental value for them as they grow up.
Price
For the price range used by Modern Healing Massage they are somewhat the same and
some are a bit lower than the competitor’s price. It is best to increase the all the prices of services
by 10% this applies to non members and members price list. This would help the business to
continue the rewards system without actually touching the revenue of the business. The increase
cost will be the fund that will be used for marketing collaterals and for the free services and
discounts of the business.
To lower the price and target certain segment who’s price sensitivity is high they could
offer a 30- minutes massage for 150 for members and 195 for non members or a 15 minutes
massage for only 79 pesos for members and 100 pesos for non members to be able to capture
other market segments such as college students, kids, or people who are in a hurry and just want
a quick massage. The business should offer this kind of service to penetrate those people who
also do not want to leave their children that long. There is more revenue in this kind of strategy
since a 1 hour massage costs 280( members) and 385(non members) but if 4 persons avail a 15
minute massage that totals 316php (members) and 400php (non members). There is more profit
than just availing one whole hour of massage.

34. Promotion and Education
For the promotions Modern healing can use brochures, posters and flyers to promote their
services and also inform the customers what are the benefits of the massage and other services
that could help solve certain kind of problem. This could also help reduce the price sensitivity of
the customers by keeping them informed about the benefits of the service and making them
realize that massage can help them treat various problems and inhibit a healthier body and mind
for such a low price. It is best to use packages to make the customers try other massage along
with their favorite massage while enjoying a decreased price.
Using Social Media such as facebook to communicate and reach the target market which
are college students and mothers. This could make the customers stay updated about the
promotions and other new offerings and keep them reminded about the benefits of the services
offered. By using this strategy the customers will feel the convenience and will positively affect
the brand image of Modern Healing Spa Massage.
Place
For the place of Modern Healing Spa they have the foot traffic advantage and also parking
advantage since they are inside the mall. People are more willing to wait because there are others
stores the customers can go to. The supplier of the oils and other spa tools used is delivered
monthly their supplier is from Manila.

35. Process
Modern Healing Spa Massage can use website or their facebook page to have avail an
online reservation. And make use of websites to increase brand awareness and trust. Since the
first step onto searching about the brand is looking through google if the brand has website it
would be easier for the customer to look onto the service because the format on websites are
organized and easier to navigate. The website should have a nature sound as a background and a
simpler and user friendly tabs to make their search easier. And there should be benefits indicated
along with the services. And as for the response time on websites and facebook there should be
an indicated time what are the time they usually answer inquiries and reservations. There is also
recording of customers information for first time visitors. After the service has been provided the
employee should recommend availing the membership card and state its benefits then the
payment. And give them flyers incase they did not avail the membership to be able for them to
contact you and reach you online. See figure 1 to see clearly the process of the Modern Healing
Spa. ( appendix C)

36. Figure 1. Process
People
To make all the marketing mix effective it should always start from the internal
organization which are the employees. Because they are the one who has a direct contact to the
customers and they hold the brand image in their hands that is why hiring people should always
have to meet a certain qualification to ensure quality service. For the supervisors or managers
they should be able to communicate with the owners since the organizational chart is composed
with only 3 levels which are the owner -> store manager-> therapists. The owner should hire a
store managers who knows how to plan promotions and other spa events, can manage website,
can develop in-spa marketing displays, can develop a referral program and membership program,
has an excellent writing and communication skills, leadership skills, has a flexible schedule
which can work 40+ hours per week and most of all is passionate about the spa lifestyle.
Whilst the therapist is of course licensed but there should be atleast 2 trainings per year
just to update their knowledge and skills about the new techniques in the industry. The
qualifications for the therapist are cheerful, upbeat personality, flexible and cooperative, good
self esteem, has good organizational skills, has ability to multi task, has good sense of humor,
and is self motivated without so much guidance needed to perform successfully.

37. Hiring part time graphic designers and IT specialist would be a great idea to make
effective the layout more appealing and the website easy to navigate. By hiring them as part time
it can reduce the cost because they are needed only for some time in 1 year. Meaning the
management do not have to pay them monthly. As they are not regular workers of the company.
Since services are more on relationship building to increase brand loyalty it is best to keep the
customers connected with the brand just by connecting with them on facebook or texting them
how do they feel after the massage to get feedbacks and make room for improvements.
Physical Environment
Since the physical ambience of Modern Healing is really plain, it is best to renovate and
add beds and the color should be more on nature side by combing woods, stones and green
leaves and keep things simple and spacious to create a relaxing and cozy ambience. The nature
sound contribute a huge factor to create a relaxing feeling. It is best to make the rooms a bit
sound proof because there are still some external sound from the mall which you can really hear
inside. It is best to hire interior designers to maximize the space of the spa because it is relatively
small compared to most spa in the area.
Value Proposition
Modern Healing Spa Massage’s value proposition is to provide relaxation, stress relief and
soothes muscle pain.

38. Product Positioning Statement
To working female aged 25-50 who are want to have a good health and relax but is busy.
Modern Healing Spa Massage is a spa that offers facials, massage and body scrub. That helps
you relieve stress, anxiety and depression which results to feel good about oneself and soothe
joint pains for a total relaxation for both body and mind. That is because Modern Healing is
offering the most beneficial type of massage which is swedish body massage therapy that uses 5
stroke techniques that helps to stimulate and increase the circulation of blood in the body to help
relax the muscle and mind.

39. VIII. Resource identification
Name/
Department
Deliverable Date Dependency
Creative team Booklet Febraury
4,2018
very thin book with
a small number of pages and
a paper cover, giving information about
something.
The booklet has several pages colored
with pictures and information for each
services. This also serves as the
notebook where stamps are put for the
points.
Supervisor Social Media January
15,2018
websites and other online means
of communication
that are used bylarge groups
of people to share
information and to develop

40. social andprofessional contact.
computer-mediated technologies that
facilitate the creation and sharing
of information, ideas, career interests and
other forms of expression via virtual
communities and networks. The social
media should be interactive and always
online during the open hours. There
should be at least 4 post a week.
Information
Technology
Websites January
17,2018
A site or website is a central location of
various web pages that are all related and
can be accessed by visiting the home
page using a browser. Website can have
many functions and can be used in
various fashions; a website can be
a personal website, a commercial
website for a company, a government
website or a non-profit
organization website. Websites are
typically dedicated to a particular topic
or purpose, ranging from entertainment
and social networking to providing news
and education. The website should be

41. simple and easy to navigate.
Supervisor Discount
coupons
February,
May, July,
coupon is a ticket or document that can
be redeemed for a
financial discount or rebate when
purchasing a product.
Customarily, coupons are issued by
manufacturers of consumer packaged
goods or by retailers, to be used in retail
stores as a part of sales promotions
Creative team Poster Feb 6 ,2018
May 20,2018
October
1,2018
A poster is any piece of printed paper
designed to be attached to a wall or
vertical surface.[1]
Typically posters
include
both textual and graphic elements,
although a poster may be either wholly
graphical or wholly text. Posters are
designed to be both eye-catching and
informative. Posters may be used for
many purposes. They are a frequent tool
of advertisers. The posters should be eye
catching and simple.

42. Creative team Flyers and Feb 6 2018,
May 1, 2018
Flyers: A flyer is one of the most basic
and economical promotional pieces. It is
usually produced as a single, unfolded
printed sheet that draws attention to a
specific product, service, or event. A
flyer usually contains a very simple
message that can be conveyed quickly.
As such, a flyer typically makes effective
use of graphics with minimal text.
Flyers are generally printed in the
common 8.5” x 11” paper size to keep
the cost as low as possible, though flyers
can be created in any size that is easy to
handle. Also, the printing is most
commonly on one side of the paper,
though there is no law that says flyers
can’t be printed on both sides. The flyer
is colored is also back to back with the
price at the back .
Creative team Brochures
magazine
Feb 4 Brochures: A brochure is the flagship of
promotional literature. Unlike simpler

43. flyers and pamphlets, brochures are
created with design elements that project
an image of high-quality and
professionalism. A brochure must be of
top quality since its job is to help
promote a company or organization by
showcasing its products, services and
other offerings. Brochures are designed
to make a positive and lasting
impression.
A brochure contains multiple panels or
pages of information. These panels or
pages may be created by a variety of
folds, or from multiple sheets bound
together in booklet form. Whether folded
or bound, brochures can be created in a
variety of standard and custom sizes.
The brochure will be used for the
customers who want to know the
benefits of each services and why
massage is important to the body.

44. For the New logo, facebook page, website and flyers : see appendix E, F, G and H
IX. Training sales force
The target market of Modern Healing Spa massage are mainly the mothers, then
secondarily are the students and other employee who has a exhausting and stressful jobs who
resides within Anabu. These markets have things in common first and foremost the mothers
employed or self employes and other women who have a stressful work both of them goes to
puregold to shop because puregold has much lower price than other supermarkets meaning both
of the segments want to save money but also want something that would make them release their
stress same as for college students this segment always look for something that would make
them feel relaxed something that would take the stress away but has also a tight budget because

45. they just rely on allowance. The service originally offered by Modern Healing Spa are the
following Aroma spa facial ( mask only), Relaxing facial ( with mask and cleaning),Facial with
diamond peel,Painless warts removal, Oxygen facial w/infusion,Whitening body
scrub,Therapeutic foot spa,Hands spa with paraffin,Swedish massage,Herbal compress,Swedish
massage with ventosa. ( see appendix D) There are possible methods to meet the opportunities
in the industry which is treat customers better than competitors and have a stronger database to
make an effective marketing plan this could target several opportunities such as an increase on
health consciousness, there is also a trend about aging, and since customers are more social
media savy they can be reached easily.
The method to capture the customer’s attention is also by focusing on the things that they
are looking onto of course which are relaxing, destress, gradual healing, healthy and
affordability. Offering new and more specialized mask for facials and aroma spa facial can target
different skin problems. These particular segment such as mothers and female employees are fast
in aging because of the stress they probably have everyday and they want something that would
keep them looking young to also feel young that is why it is best to introduce essential oils for
the skin and hair to help them take good care of their skin because not everyday they can do
facials, it is best if your brand is included in their daytime or nighttime skin care routine so the
customers will be reminded of the brand and create loyalty towards the brand. Since most of the
respondents said that they want to be healthy but some of them does not have time to eat healthy
foods and exercise they just go to massage spa to de-stress and feel relaxed after and this is their
way to being healthy physically and psychologically.

46. And another thing how to keep the customers engaged and active in massage is to give
them more than just the benefit of the massage but rewarding them with discounts, and points.
Using points to avail services for free. This will make them more engaged and active since they
perceive that they just did not go home with a relaxed body and mind but with points for more
free services in the future.
1) Selling Strategy
Use bundling- customers enjoy getting most for their money. Offering them a deal can make
them feel positive about their purchase. It is also an advantage to make the customers try and
experience the other service along with their favorite service. This could make the customer
leave thinking they have to come back to try more of the service offerings. And also offering a
mother and child package, couples package or bestfriend package since college students are also
the target market of the Massage Spa.
Discounts (coupons)- giving coupons to frequent customers, not just to members but also to non
members. With a minimum purchase of 500 they can get a 15% discount if they have coupon.
Lower Price on Off peak hours
To create sales even on the off peak hours it is best to inform customers that they can avail their
favorite services at a lower price.

47. Gift Certificate and Package- be partners with the businesses around the area and make the spa
as a reward to the employees. This can also be given as a birthday gift, congratulations gift etc to
a person. This could attract new customers to try the services.
And since the modern healing spa will also introduce new products such as essential oils and
other organic food it is best to pair a gift certificate with a product and make it as a gift. The
packaging should be simple and has a nature touch to make a caring impression. It is more like
giving care and relaxation as a gift.
Level up the use of Social media new post everyday and encourage the customers to like the
facebook page of Modern Healing. Since customers do not visit the website every now and then
it is not practical to post everyday on the website, that is why facebook is a great way to reach
and communicate with the customers. Posting promotions, new products and services, etc and
also post beauty tips and tricks, facts, and other information that would make the customers re-
think about themselves and make them want to take good care of their body more.
To increase the likes of the page and interaction within the page it is best to make an online raffle
re-share, tag friends, and like the page to be able to get a chance to win something.
Optimizing the web page. – the website it often the first thing people will look for before
visiting the spa. It is best to include a lot of pictures taken by the profession because customer
would like to see the spa before they visit to recognize it easily as they go and to confirm if it
looks like a credible spa massage. And also create a comprehensive menu of the service along
with its benefits to make the customer understand what service should he/she avail .

48. referrals.- this is a better way to retain present customers and attract new once. By
implementing this it will make the customers happy and an active customer that could be a big
help to get new customers. And this is also a good way to reduce advertising cost because Word
of mouth is a good way to effectively attract people because these are honest reviews and is also
direct to the potential customer. In this strategy a referral incentiveis a must which is the pointing
system.
Frequent customer program. This strategy could make the customers want to avail more often
of the services. By availing different kinds of massage they can get points and when they they
enough point they can avail a service in exchange for the points. After a while, the customers
will have so much invested in reaching their reward status that they’ll never go anywhere else.
Pointing Systems: the customers are given points depending on the type of service they have
availed and if they did referrals. The points is from 5-10 points and these points is placed on a
booklet only for the card holders or for those who avail a loyalty card. The customer should
always have the booklet whenever she/he wants to avail a service to add points. This only applies
to the card holder and not transferable. If the membership card type is family type they can do so
they can share there booklet to easily gain points.
Reducing No Shows Appointments
- Online booking and text will be available to customers who are members. To reduce no shows
there should be an automated text message that will remind the customer that they have
reservation. there should be an equal punishment by reducing the points of no show clients. For
cancellation there should be a minimum of 5 hours before the time of the appointment to cater
other customers.

49. And reward the customers who always come at the exact time of the appointment by giving
discounts or points to them.
Price and Possible Discounts:
-It is best to have atleast 30 pesos off for the off peak hours + x2points
-For the bundling of services cut down the price by 40-50% of the lower priced services. Or give
discount for couples, mother and child and bestfriend packages reduce the price of the package
by 10%.
- Increasing the original price by 10% to make the pointing system efficient. To ensure that the
revenue will not decrease from the average sales per day.
- the “ Members points value is the actual 20 points is valued for 20 pesos. But the customers
might think that the added price is the right actual of points that is there is a “Reduced points by
50%” so the customers will a bit disregard that thought and focus that the redeem value is lesser
than the actual price of the service making it look easier for them to achieve it by using points.
The strategy is reducing the points value to compensate with the reduced redeem priced of the
service.
Members Non-
Members
Member
Points
Reduced
by 50%
Redeem
value

50. Points
Aroma spa facial ( mask
only)
265 340 20 points 10 130
Relaxing facial ( with
mask and cleaning)
400 500 30 15 200
Facial with diamond peel 530 600 40 20 265
Painless warts removal Starts at 800 per area
Oxygen facial w/infusion 880 1000 70 35 440
Whitening body scrub 540 640 40 20 270
Therapeutic foot spa 265 350 20 10 130
Hands spa with paraffin 230 280 15 7 115
Swedish massage 280 385 20 10 140
Swedish massage with
herbal compress
450 550 35 17 225
Swedish massage with
ventosa
450 550 35 17 225
Mother and Child Package
( Swedish massage + mild
30 mins massage for
child)
435 590 43 20
Not
Bestfriend pacakages
( swedish massage for 2 )
( both should
be member to
avail the
670 30 15

51. service)
490
available
for redeem
Package1.
Swedish massage with
relaxing facial mask
450 550 40 20
Package 2.
Swedish massage and
oxygen facial.
1000 1200 70 35
15 mins swedish massage 79 100 7 4 40
30 mins swedish massage 150 195 15 7 75
Essential oils
- Castor Oil
- Grapeseed
oil
Trial size 200 for 6ml
350 for 15 ml
600 for 30 ml
- Rosehip oil Trial size 250 for 5ml
500 for 15ml
800 for 30ml
Figure 4. Prices and Discounts
Demographic segmentation:

52. Age 20-55 years old
Gender Male and Female
Occupation Employed, self employed, college student
Class Lower middle class and middle class
Geographic People who lives in the city of Imus cavite
particularly in Anabu.
Working and non working mothers aged 25-55 living in Anabu Imus Cavite with an
income of 15,000-35,000 a month. These segment is concerned about being relax to get rid stress
from work that makes their body feels heavy. They’re price sensitivity is not that high especially
if the massage businesses satisfied them with the equal amount they paid for. This segment are
more conscious about their physical appearance and they want to look good and feel good.
Working female aged 28-50 years old. These segment avails massage services for atleast
2-3x a month. They often go to massage spa for maintenance to relieve stress and minor physical
pains. They are great believers that massage brings them a healthier body that is stress free.
According to the survey most of the respondents said that they want to relieve stress, feel good
about themselves and also to soothe joint and muscle pains that is why they avail massage
services.

53. Value Proposition
Modern Healing Spa Massage’s value proposition is to provide relaxation, stress relief and
soothes muscle pain.
The positioning statement.
To working female aged 25-50 who are want to have a good health and relax but is busy.
Modern Healing Spa Massage is a spa that offers facials, massage and body scrub. That helps
you relieve stress, anxiety and depression which results to feel good about oneself and soothe
joint pains for a total relaxation for both body and mind. That is because Modern Healing is
offering the most beneficial type of massage which is swedish body massage therapy that uses 5
stroke techniques that helps to stimulate and increase the circulation of blood in the body to help
relax the muscle and mind.

54. X. Budget
Marketing Budget
Website (I.T.) 7500
social media 4500
Brochure magazine 700
Booklet 6500
Discount coupons 7000
Flyers 8000
Training of staff 10,000
Renovation 70,000
Posters 5000
Hiring part time Graphic Designer 35,000
TOTAL 154,200
Timeline for the Year 2018
Quarter 1 Quarter 2 Quarter 3 Quarter 4 Total
Website 4
social media 4
Brochure 4

55. magazine
Booklet 4
Discount coupons 2
Flyers 4
Training of staff 2
Renovation 1
Posters 2
total 7 7 7 6 27
Figure 5. Timeline of Marketing Plan
XI. Execution
Marketing Plan
Element
Date Due Responsibility
Functional
Department
Issue and Risk
Resolution Plan
or Escalation
Website January 10,2018 IT specialist The layout must be
done on or before
January 10 to see
if everything looks
smooth and is

56. appropriate. There
might be
corrections and
should be done
before January 13.
social media January 13,2018 Manager and
Creative
The facebook
page should have
all the necessary
contents before
January 10 to
check if there will
be irregularities in
terms of the layout
of the facebook
page.
Brochure magazine January 27,2018 Creative team
( graphic designer)
A 5-7 page
magazine
laminated each
page. The design
should be done by
January 12,2018 to
check grammar,
and other

57. irregularities.
January 18 is the
starting date of
editing of errors
and other forms of
corrections.
Booklet January 25,2018 Creative team
( graphic designer)
The design should
be done by
January 10,2018 to
check grammar,
and other
irregularities.
January 18 is the
starting date of
editing of errors
and other forms of
corrections.
Discount coupons January 25,2018
April 25,2018
June 25,2018
Manager The discounts
should be done on
or before January
18 for checking.
And january 24 for

58. the final re check.
Flyers January 27 2018 Creative team
( graphic designer)
For the flyers the
owner and
manager should
atleast cheak it by
January 21 for the
layout and other
matters. Re check
it by January 25
for finalization and
printing.
Renovation plan March 20,2018 Interior Designer The plan must be
done before march
15 2018. So the
construction and
refurbishing can
be done by the end
of april.
Posters January 30,2018
May 10,2018
September 20, 2018
Creative team
( graphic designer)
For the flyers the
owner and
manager should
atleast cheak it by
January 21 for the

59. layout and other
matters. Re check
it by January 25
for finalization and
printing. If not the
creative can
submit it by
January 28,2018 to
be still be able to
execute the output
on time.
Figure 6. Execution Plan
XII. Risks analysis
For the implementation of the marketing strategy for Modern Healing Spa. The
marketing strategy could be a success or a loss of the business. There can be possible issues that
may arouse when the marketing element is already launched. But loss can be avoided by training
the employees, hiring right part time graphic designers and IT specialist to manage all the
marketing collaterals. By training the manager about the basics of marketing more about the
business and management trainings. And be more knowledgeable and updated with the new
trends in the industry. If the deadlines are not achieved it could be moved by how many days
maximum 5 days since the marketing elements are not that time sensitive at all. There could be
issues such as people might overbook that is why the offer for off peak hours should be less so
the business won’t have an hour without customers. Maximizing the time that customers rarely

60. go by introducing an off peak hours offer. Since most customers of puregold are people who
values budgeting because the grocery offers more on bundles and more one sari sari store. Most
of the foot traffic are price sensitive there could be problems in just focusing on the customers of
puregold that is why it is best to post posters on shopwise which is another grocery where the
people who buy onto are mothers who have the capacity to buy more than what is needed. The
spa massage should be visible to the places where there are foot traffic like the terminal near in
the area, the gasoline station in front of puregold they etc. If some of the marketing strategy do
not work it is best to specify and know why it did not work at the first place so there will be
enough information about the things that should be avoided in the future marketing plans. The
alternative action plans is based on the plans that really work and how people respond to the
strategy. But for future marketing strategies is should be more specific and detailed and more
about the behavior of the customers it should also compose of research and development to
lessen the probability of loss since the company is knowing more the customers behaviorally.
XIII. Appendices
Appendix A.

61. Appendix B.

62. Appendix c

63. Appendix D.
Appendix E
New Logo

64. Appendix F
Flyers
Appendix G
Website

65. Appendix H
Updated Facebook
Survey Used
Modern Healing Massage Spa
(All the information you answered is confidential )
Name * optional:_________________________________
Age:_____ Gender:______
Occupation:_____________________________________
Income per month:_______________________________
Are you having a healthy diet? _ Yes _ No
Do you pay attention to your skin care? _Yes _ No _ I’d love to but I don’t know much about skin care.
How often would you say you go to a spa?
_ everyday _ twice a month
_2-3x a week _once a month
_once a week _ every 2-3 months
what would be your preferred day of the week to go in a spa?
_Weekday = Monday to Friday
_ Saturday
_Sunday
What would be your preferred time of the day to go to?
_9am -12pm _3pm - 6pm
_12pm - 3pm _6pm - 8pm
What services have you used/would like to use within a spa?
Tick all that apply.
_Massage

66. _Body scrubs/Treatment
_Facial treatments
_others: please specify ___________________
What, if any, of the following additional items would you buy at a spa?
Tick all that apply.
_Drinks
_Organic Cosmetics
_Essential Oils ( for wrinkles, whitening , eyelash grower etc)
_Organic Tea packs
Generally, what is the main reason you choose to go to a spa?
_To be alone and have some quality time to yourself
_To relax
_De-tox
_Pain management through treatments
_To spend some time with family and/or friends
_ to relieve stress
_to feel good
_Other, please specify: __________________
For a relaxing and healing massage with other treatments how much are you willing to pay?
_P1000 above
_P710-1000
_P510-700
_300-400
_401-510
What factor most impacts upon your decision to return to a spa?
_Quality of service
_Location
_Cost
_ambience
_Special offers e.g. package spa treatments
Other, please specify:______________________________________