Requesting documents: Marketing plan for sauna and foot massage club?

Marketing of Brotherly Love and Foot Therapy Hall

Plan

Plan

Plan

Sunflower Studio

December 2005

Brotherhood and Foot Massage Health Hall Marketing Planning Plan

1. Background

Experts assert that my country's health care and health leisure model is undergoing a huge change. Traditional Chinese medicine health care and green consumption have become the general trend and will surely become the hot spot of a new wave of health care and become the platinum industry in the 21st century. Whether it is to prevent and treat diseases, relieve fatigue or whiten skin, foot massage is favored by people of different ages, levels and places. Today, more and more urban white-collar workers are joining the ranks of pedicures. They have eliminated long-standing prejudices and like pedicures. Foot massage has gradually become a new type of fitness therapy that is widely loved by the public.

In recent years, with the rapid acceleration of Zhenjiang’s economic development and the improvement of people’s living standards, people are no longer satisfied with the richness of material life, and instead pay more attention to spiritual enjoyment and focus on health care. Foot massage, which combines health care with leisure and entertainment, has become their "new favorite", which has led to the rapid development of foot massage shops in Zhenjiang City within a few years. According to statistics, there are currently about 30 various foot massage and foot bath shops in Zhenjiang City. Around the world, this does not include some foot massage and foot bath shops that are irregular and have too small stores that are not counted. In the past, the pedicure market was mostly filled with small or informal shops, which left a very bad impression on the pedicure industry in the minds of the public. However, in recent years, some mid-to-high-end foot massage shops (such as Shuzhi Health, Great Wall Foot Bath, etc.) have appeared in Zhenjiang, including some large chain stores (such as Liangzi, Taihe Road, Suyang, etc.). These shops have skilled masseurs, good environment and service levels, and many years of management experience. They are increasingly popular among Zhenjiang citizens with the purpose of putting customers first.

Foot massage is a traditional health care method. The business purpose of Hands and Foot Foot Therapy Health Hall is to fully tap the potential of foot therapy so that foot therapy can truly achieve the purpose of disease prevention and treatment. And not just limited to leisure and entertainment. The unique style of this shop is guided by the meridian theory of traditional Chinese medicine and the principles of syndrome differentiation. In addition to retaining the essence of ordinary pedicure, it is superior to ordinary pedicure in terms of techniques, foot baths, locations, acupoint selection, individual adjustments, functions, etc., and can have the effect of to achieve better conditioning and therapeutic effects. This is currently in a leading position in the entire Zhenjiang market.

However, after our investigation, we found that due to the short opening time and insufficient initial publicity, the Brotherhood and Foot Therapy Hall has not opened up the market and established a reputation; in addition, the corporate image positioning is not clear enough. People mentioned Brotherhood mainly relies on its external image (such as store design, etc.) to position it in the mid-range, and its knowledge of its products and services is limited. Furthermore, Brotherhood has not adopted a suitable promotion strategy so far, making it difficult to face the situation. The market is in a passive position. In view of the above reasons, Hands and Foot Foot Therapy and Health Hall urgently needs to carry out targeted market planning to solve its own shortcomings and improve its competitiveness.

2. Marketing planning objectives

In order to solve the shortcomings of the Hands and Feet Foot Therapy Health Hall, combined with the market survey results and the segmentation differences of the target market, we will develop the Hands and Foot Love Foot Therapy Health Hall in the future. The marketing promotion has been planned, mainly to achieve the following goals:

1. Improve the pertinence of publicity activities, pay attention to the differentiated needs of market segments, and choose the right products for target customers at the right time. The media can maximize the company's advertising coverage and increase the company's visibility;

2. Seize the market opportunities discovered in the market survey and increase the company's market share;

3. Through publicity and promotional activities, the company's product advantages are effectively conveyed to target customers and a unique corporate image is created.

3. Market Analysis

The pedicure market is in the growth stage in Zhenjiang area. Sales growth mainly comes from traditional areas. Brotherhood’s location has regional advantages and the sales growth prospects are optimistic.

We are facing two central issues:

(1) How to improve the loyalty of young and elderly people without changing the target market of middle-aged people;

(2) How to maintain the growth momentum when other foot massage shops are springing up like mushrooms after a rain:

According to the relevant conclusions of the market survey, analyze from the aspects of consumers, competitors, corporate market image, and advertising effects.

(1) Consumer analysis

1. Analyze Zhenjiang citizens’ acceptance of pedicure based on people’s impressions of pedicure and the gender and age of the consumer groups:

During the survey, we found that Zhenjiang citizens do not have a good impression of the pedicure industry. Ordinary citizens often associate it with entertainment and improper consumption. There is even greater prejudice in the minds of people born in the 1960s and 1970s. , female consumers are particularly serious. It can be believed that in second-tier cities like Zhenjiang, the more conservative folk customs, the economy that still needs a longer period of development, and the long-standing inherent consumption habits are the reasons for this prejudice; at the same time, the foot massage industry itself has unfair operations. The problem is also another important reason. At this point, the so-called traditional Chinese medicine meridian theory and syndrome differentiation principles advocated by Brotherhood can be accepted by most people, which has given it a good reputation among some consumers, especially the elderly. Moreover, with the increasing economic and cultural development and opening up of Zhenjiang City, this industry is being accepted by more and more people, so the development trend of brotherhood will show an upward trend along with the trend of the entire industry.

2. Analysis of Zhenjiang citizens’ pedicure consumption purposes and consumption habits

From the perspective of customers’ consumption purposes revealed in the survey, health care and stress relief play the most important role among all consumption purposes. This is similar among consumers of different ages, occupations, and consumption styles. But behind this phenomenon, we discovered another problem. Due to the conservative consumption concept and the restriction of consumption level, ordinary consumers in Zhenjiang have low frequency and low cost of pedicure consumption. Merchants earn more from these consumers. The profits are actually slim. And those private enterprise owners consume more frequently due to their business relationships and pressured white-collar workers. Companies can target this group of people with publicity to attract them. Once they become loyal customers, they can bring considerable profits to the company.

3. Analysis of the price of pedicures consumed by Zhenjiang citizens

The survey shows that the price of pedicures consumed by Zhenjiang citizens is basically in the middle to lower range. In fact, we should pay attention to the 80/20 principle in this industry, that is, 80% of profits come from 20% of consumers. It is also based on this principle that although Brotherhood advocates traditional Chinese medicine health care therapy and uses health preservation as its business feature, However, we have never given up on the "leisure and entertainment" and "fashion-oriented" customers. Most of these customers are groups and consume at public expense. They have low price sensitivity, frequent consumption and large consumption amounts. Therefore, it is not wise to blindly cater to low-spending customers. Brotherhood can improve its services and maintain its characteristics while maintaining or appropriately increasing prices, that is, advocating the style of "TCM health care" in the mid-to-high-end consumer field.

(2) Competitor analysis

1. Liangzi is the leader in the Zhenjiang market. The survey shows that Liangzi was mentioned the most for people’s most recent foot massage

As one of Liangzi's many followers in the Zhenjiang market, Brotherhood is not significantly different from Liangzi in terms of scale and technology. Consumers trust Liangzi. On the one hand, the reason is undoubtedly that Liangzi, as a national pedicure chain, has higher On the other hand, Liangzi is more professional in terms of hardware and software factors such as store setting, service quality, and pedicure effect. What Brotherhood should do now is to follow closely and shorten the gap.

2. Bathing and pedicure places are in a dominant position, providing convenience and stimulating additional consumption

Bathing and pedicure is a traditional pedicure concept, and its convenient features make it It is quite popular among consumers who value leisure and entertainment. However, given its scale, catering to such a business model is not good for Brotherhood; what Brotherhood can do is learn from the advantages of this model and integrate products. and then provide it to consumers. For example, for brotherhood, you can consider setting up some low-cost package services (if your consumption reaches a certain amount, you can receive another service for free, etc.) or additional services (such as providing shoe shine and replacement of insoles for each customer). , provide fruits, etc.), etc., to grab some customers and increase market share.

IV. SWOT analysis of Sizuoqing

Sishouqing faces the following problems:

(1) According to the survey, customers do not rate Sishouqing’s pedicure services highly;

(2) The company has not been established for a long time and does not have the strength to open new outlets;

(3) Competitors are fiercely competitive;

(4) Advertisements made by brothers and sisters The response to other activities has been mediocre;

(5) The quality and service level of the pedicure market are not high:

In view of the above problems, Brotherhood can only target the company after comprehensively analyzing the internal and external environment of the enterprise. The problems that companies want to solve are targeted. The following analyzes the company from the market opportunities and threats it faces, as well as its own strengths and weaknesses.

(1) Market Opportunities

1. Today’s Zhenjiang is a modern and open city and an emerging city rising on the Shanghai-Nanjing Economic Corridor. Zhenjiang has superior development conditions, an excellent investment environment, and a combination of advantages in markets, ports, transportation, water sources, energy, land, and talents. In the Yangtze River Delta, the most striking feature of Zhenjiang is first of all its vast market. Zhenjiang is located at the center of the Yangtze River Delta and at the intersection of the Shanghai Economic Circle and the Nanjing Metropolitan Area. It has a large radiation radius and is the most economical and effective investment.

With the economic development of Zhenjiang City, the living standards of Zhenjiang residents have also continued to improve. In 2004, the city's residents' income increased significantly. The average salary of on-the-job employees was 17,736 yuan, an increase of 16.2% over the previous year. The per capita disposable income of urban residents was 10,858 yuan, an increase of 14.9% over the previous year, and the per capita living consumption expenditure was 7,374 yuan, an increase of 5.8% over the previous year. The per capita net income of farmers was 5,372 yuan, an increase of 13.5% over the previous year, and the per capita living consumption expenditure was 3,683 yuan, an increase of 9.9%. Per capita savings deposits were 14,538 yuan, an increase of 1,879 yuan over the previous year. The per capita usable area of ??urban residential buildings is 17.27 square meters, and the per capita usable area of ??rural residential buildings is 42.81 square meters.

While various industries in Zhenjiang’s economy are developing rapidly, the development of the service industry has attracted particular attention. The service industry, also known as the tertiary industry, is an industry that gradually developed after human beings' material life became rich. The development status and level of the service industry are an important indicator of the economic development level of a country and region, and reflect the economic development stage of a country and region. The service industry also plays an increasingly prominent role in the development of the national economy.

Today, with the rapid development of science and technology and extremely rich material foundation, people's demand for health has become the first need in life. With the continuous acceleration of people's work and life rhythms and the steady improvement of living standards, the number of sub-healthy people in our country is increasing day by day. Professional foot therapy, as a traditional Chinese medicine health care method in my country, is becoming an important method for modern people to eliminate fatigue, eliminate sub-health, enhance human immunity, and prevent Diseases, health and leisure trends and fashions. With the improvement of people's health awareness, active and selective health consumption such as foot massage is becoming a new way for people to keep fit. What’s even more gratifying is that professional foot care is now becoming the first choice for personal health care all over the country! And consumers can easily form habits and dependence on foot massage. The pedicure market has broad prospects. The brand-new traditional Chinese medicine health care concept of "sunshine operation and standardized management" of Hands and Foot Affection and Foot Health Hall has won the trust of consumers.

2. The development of Zhenjiang’s foot therapy market is very imperfect. In addition to the Hand and Foot Foot Therapy and Health Hall, there are many other foot massage centers and foot health care centers in the Zhenjiang area. A variety of service forms fill the entire pedicure industry! It mainly includes:

(1) Mainly focusing on traditional Chinese medicine foot bath and health care services;

(2) Foot massage services guided by traditional Chinese medicine health care theory;

(3) Individual grade operations are equipped with a single range of foot care products such as seaweed and aromatherapy;

(4) Vicious price competition due to rudimentary service items;

( 5) Functional limitations of traditional tools and unscientific disinfection methods;

(6) Sanitary conditions with potential cross-infection risks;

(7) Lack of effective treatment of foot diseases ;

(8) The service process lacks industry standards.

Amazing! With such a large market, people urgently need a systematic and comprehensive foot service project! It is precisely because of this that brotherhood is facing a broad opportunity, the market prospect is very broad, and the foot massage market has huge development potential.

(2) Threats faced - fierce competition from competitors.

In addition to Brotherly Love Foot Spa and Health Hall, there are also some other foot massage shops in Zhenjiang that have mushroomed in recent years, and Brotherly Love has a share of the fertile soil in Zhenjiang. According to statistics, there are currently about 30 foot massage and foot bath shops of various types in the urban area of ??Zhenjiang City. This does not include some informal and small foot massage and foot bath shops that have not been counted. In the past, the pedicure market was mostly filled with small or informal shops, which left a very bad impression on the pedicure industry in the minds of the public. In recent years, some mid-to-high-end foot massage shops (such as Shuzhi Health, Great Wall Foot Bath, etc.) have appeared in Zhenjiang, including some large chain stores (such as Liangzi, Taihe Road, Suyang, etc.). These shops have skilled masseurs, good environment and service levels, and many years of management experience, so they are bound to compete fiercely with Brotherhood.

(3) Advantages:

1. The area where Brotherhood is located has huge consumption potential for residents

Daxi Road and Diandian Road are prosperous streets in Zhenjiang. There are many shops on both sides, and Brotherhood is located in the middle of Daxi Road, close to the intersection of Diandian Road and Daxi Road. The location is very advantageous and the transportation is very convenient. There are a large number of office buildings, office areas and residential areas scattered around Brotherhood. Among them, Yihai Garden and Jingrun International Garden are two relatively representative communities. Yihai Home and Jingrun International Garden are high-end communities with elegant community environment and luxurious decoration. Those who can live here are people with relatively high incomes. Their consumption level is relatively high and they pay attention to the quality of life, focusing on health care and stress relief. , for brotherhood, it is an extremely broad business opportunity to develop high-consumption groups. The surrounding office buildings are also a vast market.

2. The store environment is elegant

The entire store of Brotherly Love is divided into two floors, one and two, with rooms ranging from two people to five people. The interior decoration of the private rooms is elegant and unique: all-color carpets, Each private room is equipped with air conditioning, color TV, folding sofa, flowers, etc., with complete items and elegant environment. There is a large private room on the first floor, which is surrounded by screens and has an antique feel. It is also equipped with an exquisite fish pond, layered rockeries, and free-swimming goldfish, making the entire hall a feast for the eyes.

Staff in the store wear uniform work clothes and welcome customers politely and with smiles. The welcoming lady welcomes the customers to the private room and treats the customers with potions prepared from a variety of precious medicinal materials. Soak your feet, and then professional masseurs will provide customers with warm and thoughtful services.

(4) Disadvantages

1. The enterprise is still immature

The enterprise has just been established, its ability to resist risks is relatively weak, and its organizational capabilities are not very strong. Compared with Liangzi foot bath, brotherhood has many disadvantages. Liangzi Foot Bath Group is a franchise enterprise. Franchise stores take advantage of the technical advantages of the franchise system to reduce the business risks of franchise enterprises. Franchise companies can get strong brand support and stick to their entrepreneurial costs. Franchise companies can also share the latest achievements in technology development at the headquarters and gain support from other members in the franchise system. As an independent small retailer, Brotherhood does not have the above advantages, which is why it faces many difficulties in its development process.

2. Market positioning is not clear enough

With the rapid emergence of many foot massage shops in the Zhenjiang market, some companies have adopted various methods in order to obtain stable enough sales for their foot massage business. It has developed relevant features for its products and established a certain market image. For example, Liangzi Foot Bath positions foot therapy as health care and conducts a lot of publicity in this regard, thus forming a special preference in the minds of customers. However, Brotherhood did not establish the distinctive characteristics of the company and its products. It just blindly followed the market leader and failed to find features in its own products that were more competitive than those of its competitors, thus failing to leave a deep impression on consumers.

3. Insufficient publicity and low visibility.

From the survey data, it can be seen that the popularity of brotherhood is less than 50%. The survey found that 94 people knew about brotherhood while passing by along the way, 80 people knew about brotherhood through recommendations from others, and very few people knew about it through other advertising media. Brotherhood's publicity method is single, and the company has mainly advertised on buses since its establishment. This advertising method can indeed save costs, but judging from the results of the survey, the effect of this advertising method is not obvious. Only 4% of people know about brotherhood through bus advertisements, which undoubtedly proves one point - buses Advertising is a failure. Insufficient publicity resulted in the low visibility of brotherhood.

Analyzing the above four aspects together, the market opportunities of brotherhood outweigh the threats, and the advantages outweigh the disadvantages. Therefore, as long as a reasonable marketing strategy is adopted, the market advantage will be maintained and the market share will be increased; There are many opportunities and few threats in the environment. At the same time, enterprises have competitive advantages in market competition, so enterprises should adopt expansion strategies; carry out a variety of activities and strengthen advertising to increase the visibility of enterprises, attract customers, and form a specific brand in the minds of consumers. Image, maintain your advantage.

V. Action Plan

(1) Main Activities

1. Strengthen promotional activities for middle-aged people and improve loyalty;

< p>2. Carry out market segmentation for young and elderly people, determine the target market, carry out differentiated positioning, and implement publicity and promotion;

3. Use a variety of promotional methods for promotion.

(2) Specific measures

1. Advertising strategy

A. Publicity theme

“Care for health starts from the feet; Caring for your feet starts with brotherhood"

B. Publicity target

(1) Middle- and high-income people with high work pressure;

(2 ) Middle-aged and elderly people who believe that foot massage has the function of curing and preventing diseases;

C. Publicity focus

(1) The business advantage of the company - the unique foot massage formula of Hands and Feet, which has Disease prevention, treatment and whitening and skin care effects

(2) Brotherly and excellent service, superb technology and beautiful environment

D. Publicity media

Different media should be used for different target customers.

(1) During the survey, it was found that the group with great potential for foot massage is drivers, who basically rely on their feet all day long. To make money, it is self-evident that we care for our feet. The best publicity medium for this type of customers is radio, and the best radio station is "Jiangsu Traffic Broadcasting Network (101.1)"; there is another group of people Suitable for using radio for publicity - the elderly. According to surveys, the "Fashion Hotline" launched by Zhenjiang People's Broadcasting Station News Comprehensive Frequency (FM99.4, AM900) is deeply loved by the elderly because it is closely related to life. Brotherhood can use these two programs for promotion;

(2) For middle- and high-income women, it is suitable to promote in some best-selling magazines. The ones that are more suitable for brotherhood are "EASY" and "Women". Housewives, on the other hand, prefer "Zhiyin" and "Modern Family";

(3) For men with a good income, they can read in newspapers and magazines that men are interested in, such as "Friends of Automobiles" and "China Business News" For publicity;

(4) In addition, for ordinary customers, the best media choice should be television, which should be promoted before or during the broadcast of programs with high ratings.

< p>E. Publicity time

(1) Use radio for publicity. Inserting advertisements on the Jiangsu Traffic Broadcasting Network is aimed at the majority of drivers. Generally, it is better to choose the time period of 21.00-22.00 in the evening because it is the right time at this time. When drivers are ready to call it a day after a hard day's work, when they hear an advertisement about brotherhood, they will feel cordial and eager to try it out. Advertisements for the elderly can be inserted during the opening time of the "Travel Hotline" on the news comprehensive frequency. ;

(2) The same goes for using newspapers and magazines, publishing them in every issue;

(3) The TV series with higher ratings should be the opening hours of Zhenjiang TV series every night. Generally 19-22 o'clock.

2. Promotion strategy

(1) Organize the "Free Service with Voucher" activity

A. Purpose of the activity

< p>By providing free services to ordinary workers in society, we can improve the visibility and reputation of the company

B. Publicity methods

In addition to promoting this event through the above media, you can also promote it through Inform the target group by distributing leaflets

C. Activity details

① On January 1, 2006, teachers can use their teacher’s certificates and drivers can use their driver’s certificates to get the information. Make one free purchase;

②Teachers and drivers can make one free purchase on their birthday with their work permit and ID card. This cannot be repeated with the first point.

(2) Issuance of membership cards

A. Gold Card Members who spend more than 10,000 yuan will become a Gold Card member of Brotherhood and enjoy a 20% discount and additional complimentary services. ;

B. If you spend more than 5,000 yuan with a silver card, you will become a silver card member of Brotherhood and enjoy a 15% discount;

C. If you spend more than 1,000 with a VIP card, If you spend RMB 100, you will become a VIP card member of Brotherhood and enjoy a 10% discount.

D. If you spend more than RMB100 with an ordinary membership card, you will become an ordinary member of Brotherhood and enjoy a 50% discount.

(3) Provide coupons

Provide coupons to customers who have never had pedicures or have not purchased at Brotherhood to encourage them to spend at Brotherhood

< p>3. After-sales service

Conduct regular return visits to customers who have made purchases at sizuqing, ask them for their opinions, and reward consumers who give valuable opinions. The purpose of this is to show Brotherhood values ??its members, thus increasing customer loyalty.

VI. Schedule of activities

1. Advertising activities

Starting from December 15, 2005, advertisements will be placed simultaneously on radio, magazines and TV , conduct publicity for nearly a month, investigate the advertising effect among new customers, and increase investment or replace the publicity forms that have not achieved the expected results

2. "Voucher Free Service" event time< /p>

Conduct a one-week publicity from December 25 to 31, 2005

7. Funding budget

Key date quantity and cost of activity items (yuan)

Media promotion advertising December 15-February 10 10,000

Free service with voucher December 31-January 26 2,000

Coupon 12 From December 25th to February 15th, 500 (pieces) 20/piece

Membership card December 25th-January 27th, 100 (pieces) 500

Sunflower Studio

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