3.4. MARKETING
3.4.1 CUSTOMER ANALYSIS
To know what were the possible needs or wants of our potential customers we conducted a survey which allowed us to segment the market.
For our customer analysis it was decided to do a survey of 17 questions, 6 being demographic and the rest about the behaviour of the potential customer towards our service. We did the survey in able to have a better perspective and insight of our customers, this helped us on the process of examination and evaluation of our customer needs, desires and wants. This analysis help us to create a profile for our potential customers allowing us to determine and establish the most adequate strategies to gain competitive advantage.
Click HERE to see the survey done to analyze our customers.
From the survey done we obtained the following results:
Results: Click HERE to see the results we obtain from the survey done.
From these results we can see that there is a bigger percent of women, the average age will be from 18 to 60 years, we decided that for ethical reasons our customers had to be legal adults, and in Colombia to be a legal adult they must have 18 years old.
100% of the our customers has access to internet, which shows that our online business will be accesible for them. 32% of the customers has used the massage service before. This shows that this is not a business so recognised in the market and additionally to that the possibility of taking the service isn't as high as it should be (is not above 50%) taking this into account we should promote our service in a way that increases customers demand.
20% of the people believe that taking a massage its a priority for them, and 35% will take this service once a month.
We can determine from the results that, customers will be able to provide a space to take the service, which in most cases it will be their houses preferable in an afternoon schedule.
On the other hand some of the potential customers gave some feedback on how we can improve or provide a better service, they said that they would like it not to be so expensive, that the service is certified and has information that proves it, more information about the products that will be used and how they will be used, a way that they know that our firm is reliable and that they can be secure providing a space of their own to take the service, warrantying security. Earning competitive advantage and having a popular image, be more innovative, more offers and promos.
Our customers will be both men and women older than 18 years old to 55 years in Bogota which are in a social status form 3 to 6 and are constantly using the internet and find themselves in situations they need to release some steam, for example some stressful situations.
3.4.2 SELLING PRODUCTS/SERVICES
To be able and be known as a firm and be recognized we will be using social networks, taking into account that our business is e-commerce based we will take full advantage of the internet as the main tool to promote our services. Social networks such as FACEBOOK, INSTAGRAM AND TWITTER, are the ones we will be using to promote our services giving our customers a sneak peek of what we will be offering them through photos, and additionally to that we will be giving promotions.
We are going to post photos where people can see the way that we work and offer our services of massages where they dispone best of space whether its their home or office or any other area. We can also show how happy our customers are going to be at the end of the service, news which our customers will be able to find out everything that’s going on with the company and also promotions where our customers will be able to take advantage, for example something special on mother’s day, or also 2x1 on valentine’s day for couples that want to enjoy a special massage together.
We also are going to do training to our employees for the give the best service to our customers so the relation with them is as stable as possible and also they talk about us in a good way to family, friends and people they know, this way we are going to do voice-voice publicity and our name is going to gain prestige. Other way that we could do publicity is making flyers that we are going to deal in streets, malls, in the building entrance and also office entrance.
The dealer relation is the relations that we have with our employees because they are the ones that bear the name of the company and they must be sure that our name stays high for our customers, that’s way our relation with them needs to be good and we need to give them the best conditions of work.
We are going to post photos where people can see the way that we work and offer our services of massages where they dispone best of space whether its their home or office or any other area. We can also show how happy our customers are going to be at the end of the service, news which our customers will be able to find out everything that’s going on with the company and also promotions where our customers will be able to take advantage, for example something special on mother’s day, or also 2x1 on valentine’s day for couples that want to enjoy a special massage together.
We also are going to do training to our employees for the give the best service to our customers so the relation with them is as stable as possible and also they talk about us in a good way to family, friends and people they know, this way we are going to do voice-voice publicity and our name is going to gain prestige. Other way that we could do publicity is making flyers that we are going to deal in streets, malls, in the building entrance and also office entrance.
The dealer relation is the relations that we have with our employees because they are the ones that bear the name of the company and they must be sure that our name stays high for our customers, that’s way our relation with them needs to be good and we need to give them the best conditions of work.
3.4.3 PRODUCT AND SERVICE PLANNING
The product and service planning includes several aspects or activities to provide quality service, this process is important when a company is conducting product development or diversification. Among the activities are:
The test marketing: is to market the product through testing, to publicize our service offering free testing, if our industry is not considered necessary to carry out such tests as it is a service known throughout the public, also is not easy to provide our free service because its cost is greater than $ 35,000 pesos and do not have the economic capacity to give services as this would generate one mismatch in the balance sheet of the company.
Market positioning and brand: For positioning the brand has designed primarily made public in advertising through social networks since in the survey responses according evidenced that 96.5 percent used frequently social networks daily, because of this it was decided to use this medium to which staff recognize our service and the company, in terms of positioning, considering what was stated in the vision, it is expected that within three years the company and you are highly positioned in the market for the good service and quality.
Devise guarantees to the customer: At this point, to devise or create guarantees for the customer an initial strategy arises, the whole process is evaluated from the time the service is taken to the end at which it is satisfactorily the service. It seeks to reduce the chances that something does not go well in this process, in which case something does not work out you will be offered the customer an offer as collateral and thus reward the client for the mistake presented, this is done with the so that in the end the customer is happy with the service and not unhappy, if the customer is in compliance recommend the service to other people and this helps us out positioning in the market thanks to word of mouth of the client.
Product options and their characteristics are determined: This variable takes into account all the characteristics of the product or service, in our case it is a service, then you should evaluate what is being offered, considering that our company will mainly as a service offering massages, start from that point to evaluate all the features you will have our service, that means all service specifications from as take up as pay. The service may be taken through three ways, the first is that you can make an appointment at the point where it will be located offices, the second way to assign the appointment is through a phone call that will be laid by customer service, and finally, the third option to assign the appointment is internet through our website; On the website the specifications of the types of massage that can be purchased with proper information so that the user knows exactly what is taking is found; as last main feature of the service, and being this characteristic that gives us courage to competition is that the service is provided at your home for the convenience of customers.
The test marketing: is to market the product through testing, to publicize our service offering free testing, if our industry is not considered necessary to carry out such tests as it is a service known throughout the public, also is not easy to provide our free service because its cost is greater than $ 35,000 pesos and do not have the economic capacity to give services as this would generate one mismatch in the balance sheet of the company.
Market positioning and brand: For positioning the brand has designed primarily made public in advertising through social networks since in the survey responses according evidenced that 96.5 percent used frequently social networks daily, because of this it was decided to use this medium to which staff recognize our service and the company, in terms of positioning, considering what was stated in the vision, it is expected that within three years the company and you are highly positioned in the market for the good service and quality.
Devise guarantees to the customer: At this point, to devise or create guarantees for the customer an initial strategy arises, the whole process is evaluated from the time the service is taken to the end at which it is satisfactorily the service. It seeks to reduce the chances that something does not go well in this process, in which case something does not work out you will be offered the customer an offer as collateral and thus reward the client for the mistake presented, this is done with the so that in the end the customer is happy with the service and not unhappy, if the customer is in compliance recommend the service to other people and this helps us out positioning in the market thanks to word of mouth of the client.
Product options and their characteristics are determined: This variable takes into account all the characteristics of the product or service, in our case it is a service, then you should evaluate what is being offered, considering that our company will mainly as a service offering massages, start from that point to evaluate all the features you will have our service, that means all service specifications from as take up as pay. The service may be taken through three ways, the first is that you can make an appointment at the point where it will be located offices, the second way to assign the appointment is through a phone call that will be laid by customer service, and finally, the third option to assign the appointment is internet through our website; On the website the specifications of the types of massage that can be purchased with proper information so that the user knows exactly what is taking is found; as last main feature of the service, and being this characteristic that gives us courage to competition is that the service is provided at your home for the convenience of customers.
Our brand logo is the following:
3.4.4 PRICING
Some massage descriptions:
- Relaxation Massage:
- Relieving massage:
- Sports Massage:
- Hot Stone Massage:
- Lymphatic Drainage:
- Reductive Massage and Aesthetics:
- Reflexology:
- Thai Massage:
PROMOS:
- If you get a relax massage and a hot stones mssage will pay only $140.000.00
- If you pay by cash , all your bill have the 3% discount
- Services for more than 3 people have an special price in each massage
- If just one person choose more than 2 types of massage the total amount you have to pay have a 5% discount
- If you get a reflexology and a lymphatic drainage you only have to pay $120.000.00
- In the first two days of each month all our services have 40% discount
- Wednesday`s are happy wednesday`s all our services have the 15% discount
- For olders the relax massage is for free if they get more than 2 types of massages
3.4.5 DISTRIBUTION
By the nature of the service provided Refreshing Breeze Spa will be used only direct distribution channel, since it will be best suited to reach an efficient way to final consumers. Once put into operation services, the website of the company and the telephone going to be used as means for reservations service.
Overall it is a company specialized in providing services, in this case massages at home or wherever the customer wants, enterprise services are delivered directly to the customer who requires it. Guests may request an appointment to take the service through the website of the company or telephone, so it seeks to provide users with all the ease and comfort needed at the time to require the services provided by the company.
Employees will move by motorcycle to the different places where customers require service, considering that the company has previously established sectors. Moreover, the products that are required to perform the service will be acquired through direct imports from the United States, considering the tariff facility for beauty products, which come from the United States are under the coverage of FTA (Agreement 096), which exempts the tariff payment. It is estimated that an import will be held every two months and will handle a stock at weekly meetings, which are to cover products that are close to exhaustion.
Furthermore, it has a shelf located in the main office of the company, in which the distribution of the same products are stored, and the conditions of service throughout its life cycle will be held at the business premises. Regarding appointment assignments, these will be given in the order of arrival of employees who are on duty and in other cases depending on the sector in which they are located.
Overall it is a company specialized in providing services, in this case massages at home or wherever the customer wants, enterprise services are delivered directly to the customer who requires it. Guests may request an appointment to take the service through the website of the company or telephone, so it seeks to provide users with all the ease and comfort needed at the time to require the services provided by the company.
Employees will move by motorcycle to the different places where customers require service, considering that the company has previously established sectors. Moreover, the products that are required to perform the service will be acquired through direct imports from the United States, considering the tariff facility for beauty products, which come from the United States are under the coverage of FTA (Agreement 096), which exempts the tariff payment. It is estimated that an import will be held every two months and will handle a stock at weekly meetings, which are to cover products that are close to exhaustion.
Furthermore, it has a shelf located in the main office of the company, in which the distribution of the same products are stored, and the conditions of service throughout its life cycle will be held at the business premises. Regarding appointment assignments, these will be given in the order of arrival of employees who are on duty and in other cases depending on the sector in which they are located.
3.4.6 MARKETING RESEARCH
To be able and know our market, we will constantly be evaluating our competitors services through the social media, the promos and prices they post and also we will be taking some of their services to compare how ours can be improved. We will be assisting to conferences of different methodologies for relaxation, where we can innovate and implement to give more satisfaction to our customers, at least once a year we have as a purpose to participate in these conferences, and in more time travel to learn more about the different relaxing procedures and methods all around the world. When a customer books more than 2 massages per month the general coordinator will be doing a telephone marketing evaluation, where the clients level of satisfaction can be measured. We will have on our social networks the opportunity to see our customers comments whether they are positive or negative. We will be gathering this information, if possible we will record it and then analyse this information to gain competitive advantage in the market.
To start with we did a survey in which we try to see what's our potential customers behaviour towards our service. We gathered some results that allow us to have a clear sight of what our customer is expecting and what their possible need or wants will be, as previously mentioned.
3.4.7 OPPORTUNITY ANALYSIS
With the opportunity analysis we can focus on identifying future opportunities by assessing the organization´s financial, technological, and competitive readiness to exploit them.
These are some main opportunities we have identified from the strengths and weaknesses we've identified.
These are some main opportunities we have identified from the strengths and weaknesses we've identified.
- Coming to the customer: We will be able to go to the customer, they won't have to be forced to move around to recive a relaxing massage if they are tired and just want to lay down in their homes or have no time to go for a massage but have a gap between the day to receive one but not to transport or go to a physical spa, this will allow them to avoid moving around to get to us this way we can reduce the discomfort
- Expand the massage portfolio: This would be focus on the possible types of massages and the ones the customer prefers the most. For starting new massage product lines first is necessary to make a research to see which one is the preferred by the customers.
- Educated employees: Our employees will have a previous preparation to best satisfy the customer and they must have an educational formation with an emphasise on physiotherapy or related.