1. Robin Russell Alexander Roth Karla Ochsner Marketing Plan Objectives

2. Company Profile  Convenient luxury at an affordable price

3. Internal Strengths  Large service area Services can be offered to bigger parties (example: wedding parties) Services can be offered to bigger parties (example: wedding parties)  Pricing to beat competitors  Guaranteed appointments

4. Internal Weaknesses  Advertising budget needs to be considerable to reach desired amount of clients  Large facility means large start-up cost required  More overhead costs  Finding enough employees with the required skills

5. External Opportunities Households in Yellowstone County  Women ages 18-6435,411  % of Women that visit day spas x60%  Total Day Spa Market Billings, MT 21246  Divided by 7 Competitors  Target Market 3035 Women

6. Target Market Calculations Total target market21,246 Divided by # of competitors 7 Target market share - 3035 women women

7. External Threats  3 direct competitors offering all of the 12 services that we have available Sanctuary Spa & SalonSanctuary Spa & Salon Rituals Day Spa & SalonRituals Day Spa & Salon Sage Spa & SalonSage Spa & Salon  4 competitors that offer 8 of the 12 services that we have available Depot Salon & SpaDepot Salon & Spa Nail-issimo!Nail-issimo! Bella SpaBella Spa Guccione’ Salon & SpaGuccione’ Salon & Spa

8. Product Life Cycle Stage StageCharacteristics Marketing development Marketing development (Billings area) (Billings area) Market Maturity (Nationwide) (Nationwide)  Price is important because it gives us an advantage over competitors (especially for our market’s median household income)  Emphasis on affordable prices and quality services to our clients  We will strive to gain customer loyalty

9. Sources  http://factfinder.census.gov http://factfinder.census.gov  http://dexonline.com http://dexonline.com

10. Robin Russell Alexander Roth Karla Ochsner Marketing Plan Target Audience

11. Segmentation Strategy  Billings Population 86,578  Women in Billings46,653  Women ages 18-6435,411  Number of women visiting spas (60%)21,246  Target Market share (divided by 7 competitors)4249 (divided by 7 competitors)4249

12. Dimensions Geographic  Billings, MT Behavioral  Affordable  Conveniently Located (downtown)

13. Dimensions cont. Demographics  Women 18-24 that attend day spas 21,246 (based on 60% of women visit spas) 21,246 (based on 60% of women visit spas) Target Market share divided by 7 competitors Target Market share divided by 7 competitors 3035 women3035 women

14. Dimensions cont. Psychographics  Experienced staff  Large service area  Full service day spa Providing 12+ services Providing 12+ services

15. Decision Making Process New Unsought Product Problem Women need a place to relax and feel pampered. Information  Word of mouth  Yellow pages

16. Decision Making Process cont. Alternatives Use at home relaxation techniques.  Taking a bath  Yoga, Pilates, Meditating  7 Competitors  Using at home remedies Aromatherapy Aromatherapy Herbal teas Herbal teas Massage Lotions Massage Lotions

17. Decision Making Process Cont. Decision  Accessible  Affordable  Effective Evaluate  Top of the line treatment at affordable prices.

18. Sources  www.experiencespa.com www.experiencespa.com  http://factfinder.census.gov http://factfinder.census.gov  http://dexonline.com http://dexonline.com