Marketing and Branding MODULE- 1
A medium that allows buyers and sellers of a specific good or service to interact in order to facilitate an exchange.
Marketing is the process by which organizations anticipate and satisfy their customers’ needs to both parties benefit. It involves mutual exchange of benefits.
Spa Marketing
Consumers need to know why they
should go to your spa, e.g., why is your
spa different from and better than the
one down the street.
Importance of Spa Marketing
1. Build your identity as an expert for you and your team
2. More planned interactive, social events at your location or in affinity with other businesses catering to
the same audience
3. Inviting local celebrities, news anchors, and radio personalities for an afternoon at the spa creating an opportunity for talk value to a large
audience
4. Extending an invitation to local
chamber of commerce members
5. Creating an affinity marketing opportunity by offering a spa gift
certificate
Marketing Methods of SpaFlyers
Posters
Value Addition
Referral
Follow-Up
Cold Calling
The Internet
Identifying Target Market
Effectively identifying your potential customer base helps to drive overall marketing and sales strategies that you will include within other sections of your business plan.
TARGET
MARKET
Marketing Mix
Product
Price
Place
Competitive Analysis
It is the process of identifying the competitors and evaluating their strengths and weaknesses against our own products or services.
Porter's Generic Competitive Strategies
Five Force Model
Promotional Mix
Advertising
Public Relations
Sales Promotion
Direct Marketing
Personal Selling
PERSONAL SELLING
Personal selling involves a two-way
flow of communication between a
buyer and seller, often in a face-to-
face encounter, designed to
influence a person’s or group’s
purchase decision.
Steps in personal Selling process
Step 1 Pre-sale preparation
Step 2 Prospecting
Step 3 Approach
Step 4 Presentation
Step 5 Demonstration
Step 6 Handling Objections
Step 7 Closing
Step 8 Post sale follow-up