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Mont Albo Massage Hut

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Nikoy Uy

on 8 November 2013

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Transcript of Mont Albo Massage Hut

Mont Albo Massage Hut
MARKETING STRATEGY 2013


WHERE ARE WE?
Standing in the Mind
HOW DO WE GET THERE?
BIG IDEA
WHY ARE WE HERE?
WHERE DO WE WANT TO BE?
ARE WE GETTING THERE?
The sales of Mont Albo will be regularly monitored.
If by the end of the fiscal year , Mont Albo is able to penetrate in the Hospitality Industry and an increase of 22% is evident in it sales, Eximus Productions was successful in reaching its goals.

The increase in the number of likes in the Facebook page and followers in Twitter, as wells as in the new posters and print ads could be used as a valid measure of brand awareness and satisfaction.
Current buyers
18years and above, working class
Users' Response
SWOT Analysis
- Store locations are within the vicinities of offices
- Has a Spa Academy that trains their employees to perform quality service
- Wide variety of massage services

SWOT Analysis
Competitive Analysis of Other Brands
Target Market
Primary target market:
the working young adults, ages 18 to 29.
Communication Objectives
• Increase Brand Awareness by being featured in Hit Lifestyle shows as sponsors, where a huge number of audiences can be reached. (Ex. KMJS, Rated K, ANC Lifestyle shows)
• To be differentiated from their competitors by promoting their core values and exemplifying them in the spa’s services.
• To make Mont Albo easy to find, and convenient and easy to do business (Franchising, availing a service,)

Marketing Objectives
• Increase customers by at least 22% a year starting in 2014
Based on Jim Harvey's speech structures
Brand Awareness
67% of students and employed respondents have heard of Mont Albo through family and friends.
Marketing Mix
Product
Synthesis
Key Marketing Opportunities
Motivations
82 of the total respondents have been to Mont Albo.
67% of both the employed and students plan on returning to Mont Albo.
Family and friends' referrals topped the list of the most effective medium for brand awareness.
-traditional massages (hilot) and other full body treatments (MontAlbo Massage) in a modern day spa setting with Filipino ambiance.
Price
Massage prices range from 55Php to 950Php
body scrubs priced from 650Php to 850Php
add-ons ranging 50Php to 250Php.
Place
22 branches and counting
20 branches located in NCR
2 province-based branches.
Promotions
Primary:
Brochures
celebrity endorsements (Melai Cantiveros)
sponsorships
social media sites
promos
Process
Experience starts from:
receptionist assisting them with the service they want
masseuse asking them the pressure of the massage
customer leaves the massage hut satisfied.
People
Staff undergo training in Mont Albo Spa Academy (MASA)
STRENGTHS
WEAKNESSES
- Lack of quality control and uniformity within franchised branches
- Additional charges for some services (scented oils, showers, etc.)
- Limited range of customers that may avail of home service

OPPORTUNITIES
- Partnering with different hotels so they can offer their services to the guests
- Emphasizing the importance of wellness and health to encourage customers
- Strengthening the Filipino-themed image of the brand
- Growing tourism industry in the Philippines
- Increase in Filipinos’ consumer confidence by 7.8%
THREATS
- Hotels offering spa treatments as additional services to their guests
- Competitors who offer home services to a wider range of customers in farther locations
- Competitors with a stronger brand image
- Decline in consumer expenditure
Comparing the other spa businesses to Mont Albo, they offer a wider range of services with fees that the customers can choose from.
Standing in the Market
Other spas including day spas has continuously increased in sales value by 9% but this is considerably low if compared to hotel/resort spas having 17% shares in the spa industry of the Philippines.

Mont Albo is considered as a day spa for it provides services on a day-use basis.
Source: Euromonitor International September 2013 Industry report on Health and Wellness Tourism in the Philippines
Creative Brief
The spa business has established their popularity in providing wellness and relaxation to de-stress their customers after a tiring work.

However, our survey results show that only 33% or only 1 out of 3 respondents have heard of Mont Albo Spa, and of that percentage, only 21% have been to Mont Albo.

This also shows that customers consider price and facilities before they visit any parlor. The survey also implies that 59% of customers visited spa parlors only once or twice. While 32% visit spa parlors twice a month.
The demand for spa parlors has been increasing for the past years. And because we will never run out of stressful conditions, spa parlors will continue to be a stress reliever for many people.
Potential secondary target market:
middle-aged youths, aged 30-44.
• To be able to give back. Learning things from our experiences and customers’ experiences, to earn their trust, and return what we’ve gathered through Charity
Huge amount of respondents go to spas to relax.
54.5% of the respondents rated the services as "excellent" and the remaining as "satisfied" and "very good".
"HERO"
envision the target market to be encouraged and empowered every time they walk through the doors of any Mont Albo Branch
everyday heroes of the society deserve Mont Albo’s specialty.
associate Mont Albo with the need of the customers for a stress reliever.
PHASES
Facebook Like Page
Ginhawa Quotes in Social media sites
Revamped Webpage
Match a Massage Application (in website)
Train advertisements
Sulit.com ad w/ promotional video for franchise
primary target market are the working young adults, ages 18 to 29; potential secondary target market of Mont Albo are the middle youths, aged 30-44; Melai Cantiveros is the spa's main endorser.
Unique Selling Proposition
only massaging spa that can provide quality service while maintaining the filipino theme.
Key Consumer Insights
Desired Target Response
For relaxation, reward; affordable yet high quality service; filipino theme
feeling appreciation from Mont Albo, high level of satisfaction, patronage to the spa hut, etc.
Inform target audience about features and benefits of the product and its competitive advantage, leading to a 22% increase in one year

Source: Survey conducted to 150 respondents in different branches of Mont Albo by Eximus Productions
Particularly in stations:
Quezon Avenue
Araneta Center Cubao
Ayala Makati
Each painful body part has a corresponding Mont Albo massage to soothe the pain.
HOW DO WE GET THERE?
Creative Brief
Rotation of regular employees is also implemented.
Psychographic
Gross Sales (23 customers a day for a month) P 227, 700
Net Sales P 227, 700

Cost of Services Sold
Raw Materials (Massage oil, etc.) P 4, 760
LESS:Cost of Services Sold (P 4, 760)
Gross Margin P 222, 940
Expenses
Selling Expenses
Salaries P 108, 000
Advertising P 11, 000
Total Selling Expenses P 119, 000
General expenses
Beverage (Tea) P 7, 000
Rent P 40, 000
Utilities (Electricity, Water) P 16, 500
Miscellaneous (Taxes, Insurance) P 27, 324
Telephone P 1, 500
Total General Expenses P 92, 324
LESS: Total Expenses (P 211, 324)
Net Profit P 11, 616

Monthly:
Profit and Loss Statement (Estimated)
Annual:
ANNUAL Gross Sales (23 customers a day for the whole year) P 2, 732, 400
Total Annual Expenses (P 2, 593, 008)
Annual Net Profit P 139, 392

Advertising
Facebook Like Page FREE
Sulit.com Advertisement FREE
Mont Albo Site (Match a Massage) FREE
Ginhawa Quotes Online FREE
Gift Certificates P 15, 000
Youtube Ads (Ave .20$ cpv/cpc or P 8 cpc/cpv) P 25, 000
Blogger Advertisements P 20, 000 (cash and services)
Train Advertisements (3 trains) P 60, 000
Membership Cards (8500 pieces) P 25, 925
Billboard P 18, 000
Tarpaulin (for billboard) P 14, 400
Brochures P 11, 000
Posters P 4, 000
Total Advertising Cost P 193, 325

Supplies
Tablea P 18, 000
Kapeng Barako P 18, 750
Total Supplies Cost P 36, 750

TOTAL P 230, 075
Proposed Budget for Additional Promotions: P 231, 000

ADDITIONAL PROMOTION PROPOSAL COSTING

ANNUAL Gross Sales (28 customers a day for the whole year) P 3, 326, 400
Annual Expenses P 2, 593, 008
Annual Net Profit P 733, 392
LESS: Proposed Annual Additional Promotions Cost
Facebook Like Page FREE
Sulit.com Advertisement FREE
Mont Albo Site (Match a Massage) FREE
Ginhawa Quotes Online FREE
Gift Certificates P 15, 000
Youtube Ads (Ave .20$ cpv/cpc or P 8 cpc/cpv) P 25, 000
Blogger Advertisements (cash and services) P 20, 000
Train Advertisements (3 trains) P 60, 000
Membership Cards (8500 pieces) P 25, 925
Billboard P 18, 000
Tarpaulin (for billboard) P 14, 400
Brochures P 11, 000
Posters P 4, 000
Total Advertising Cost P 193, 325

Less: Supplies
Tablea P 18, 000
Kapeng Barako P 18, 750
Total Supplies Cost P 36, 750
LESS: Total Proposed Additional Promotions Cost (P 230, 075)

TOTAL ANNUAL NET PROFIT P 503, 317
Estimated Profit and Loss Statement
with proposed increase in sales and additional promotional expenses
Phase 1: We are Mont Albo (November 2013 – March 2014)
Awareness Stage
Creatives
• Revamped Mont Albo Massage Hut On-site Brochure
• Revamped Webpage Layout
• Match-a-Massage
• Train advertisement in 3 MRT Stations namely Quezon Avenue, Araneta Center Cubao and Ayala Makati Stations.
• Reviews from bloggers
• Membership Card
• Revamped Home Service Massage
• Filipino and Non-Filipino Holiday Specials
• Valentines Day Promo
• Anniversary Special
• Facebook Like Page
• Sulit.com ad w/ promotional video for franchise
• Ginhawa Quotes in Social media sites
• Gift Certificates
• Choice of tea, tablea chocolate and kapeng barako as complimentary beverage
• Choice of oil to be used during the massage
Phase 2: (April 2014 -June 2014)
Maintenance Stage
Creatives
• Graduation Promo
• Filipino and Non-Filipino Holiday Specials
• Mother’s Day Celebration
• Facebook Like Page
Phase 3:
(June 2014 -November 2014)
Maintenance Stage 2.0
Creatives
• Father’s Day Celebration
• Filipino and Non-Filipino Holiday Specials
• Halloween Celebration
• Facebook Like Page
Brochure
EXECUTIONS
Gift Coupons
"HAVE YOU HEARD OF MONT ALBO?"
H – Have control over our social media channels
E – Establish a more authentic Filipino brand image
R - Resort to use below the line channels
O - Offer a better website experience
MARKETING STRATEGY: HERO
EMPOWERMENT
RELIEF
RIGHT
Full transcript