project
Vidhi
HOS245finalgroupproject1.docx
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MASSAGE
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HOS 245 Hospitality Marketing |
Product: Massages
Price: $110
Place: The Marriott
Promotional Tools: Website, card included in welcome package in check-in, word of mouth
Target Market Basics: host an open house, start a rewards program, offer package deals, publish blog, use of social media, Email and SMS marketing, network with therapists, YouTube channel, business card, offering a first discounted session for new clients.
For the first part of the group project, we decided to offer massages as our product to guests checking in at the Marriott in downtown Charleston. The agreed price for said product is $110, and other information about the service will be offered by word of mouth by whomever is checking in guests at the front desk, a promotional card will be included within the welcome packet, and it will be included on the hotel website under amenities offered. This service will be offered to a specific targeted market which includes all hotel guests, but more specifically the average businessman/businesswoman between the ages of 25-44 as the main market.
As explained in the section above, our product will be massages charged at a cost of $110 at the Marriott hotel located at 170 Lockwood Drive, Charleston SC 29403. The promotional tools are listed above for the different marketing tactics that are planned on being used. The marketing tactics will be targeted towards the average person who is traveling into historic Charleston for business from cities such as Greenville, Columbia, Charlotte, and Savannah. Included below is a map of Charleston where the hotel is located, and the information of the target market of each city to show the demographics for research of the market. The information below is off of Gale Business to show the basic demographics of each targeted market ( www.dnow.gale.com ).
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Targeted City |
White Collar Population |
Per Capita Income |
Ages 25-44 |
|
Greenville |
62.0% |
$32,072 |
26.8% |
|
Columbia |
65.0% |
$27,432 |
28.6 |
|
Charlotte |
66.5% |
$39.856 |
32.8% |
|
Savannah |
55.2% |
$25,006 |
29.4% |
We have our traffic counts. The map below shows an arrow representing the street that is directly at charleston marriott which is located at 170 lockwood Dr, Charleston, SC 29403. While the location of our hotel is pinpointed on the map, the radius of the surrounding areas of high foot traffic counts will be shown as well considering that anyone can go into the hotel for multiple other activities besides the advertised massages. Charleson is home to many subcommunities such as North Charleston, West Ashley, James Island, Johns Island, Mount Pleasant, and the Historic District of Downtown Charleston where this particular Marriott hotel is located. Below is the attached image of our representation of this area.
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Population Demographics |
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Percent Change |
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2000 Census |
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2010 Census |
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2020 Estimates |
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2025 Projections |
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2000 to 2010 |
2020 to 2025 |
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Total Population |
120,849 |
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122,289 |
|
132,840 |
|
136,991 |
|
1.2% |
3.1% |
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Population Density (Pop/Sq Mi) |
1,538.89 |
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1,949.33 |
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1,691.58 |
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1,744.44 |
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26.7% |
3.1% |
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Total Households |
49,686 |
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52,038 |
|
57,179 |
|
59,616 |
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4.7% |
4.3% |
Population by Age:
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Percent Change |
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|
2000 Census |
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2010 Census |
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2020 Estimates |
|
2025 Projections |
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2000 to 2010 |
2020 to 2025 |
|
0 to 4 |
6,173 |
5.1% |
6,949 |
5.7% |
7,148 |
5.4% |
7,468 |
5.5% |
12.6% |
4.5% |
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5 to 14 |
13,843 |
11.5% |
11,047 |
9.0% |
11,944 |
9.0% |
12,583 |
9.2% |
-20.2% |
5.3% |
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15 to 19 |
10,020 |
8.3% |
8,963 |
7.3% |
8,894 |
6.7% |
9,134 |
6.7% |
-10.5% |
2.7% |
|
20 to 24 |
12,861 |
10.6% |
15,671 |
12.8% |
12,238 |
9.2% |
11,629 |
8.5% |
21.8% |
-5.0% |
|
25 to 34 |
17,060 |
14.1% |
20,487 |
16.8% |
25,024 |
18.8% |
24,201 |
17.7% |
20.1% |
-3.3% |
|
35 to 44 |
17,328 |
14.3% |
13,197 |
10.8% |
15,729 |
11.8% |
18,055 |
13.2% |
-23.8% |
14.8% |
|
45 to 54 |
15,606 |
12.9% |
15,036 |
12.3% |
14,165 |
10.7% |
13,676 |
10.0% |
-3.7% |
-3.5% |
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Percent Change |
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|
2000 Census |
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2010 Census |
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2020 Estimates |
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2025 Projections |
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2000 to 2010 |
2020 to 2025 |
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$0 - $15,000 |
11,294 |
22.7% |
9,933 |
19.1% |
8,304 |
14.5% |
7,602 |
12.8% |
-12.0% |
-8.5% |
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$15,000 - $24,999 |
6,956 |
14.0% |
6,395 |
12.3% |
5,190 |
9.1% |
4,965 |
8.3% |
-8.1% |
-4.3% |
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$25,000 - $34,999 |
6,533 |
13.1% |
5,878 |
11.3% |
4,833 |
8.5% |
4,641 |
7.8% |
-10.0% |
-4.0% |
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$35,000 - $49,999 |
7,396 |
14.9% |
7,508 |
14.4% |
6,628 |
11.6% |
6,390 |
10.7% |
1.5% |
-3.6% |
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$50,000 - $74,999 |
8,205 |
16.5% |
8,244 |
15.8% |
9,566 |
16.7% |
8,885 |
14.9% |
0.5% |
-7.1% |
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$75,000 - $99,999 |
3,826 |
7.7% |
5,150 |
9.9% |
6,816 |
11.9% |
7,648 |
12.8% |
34.6% |
12.2% |
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$100,000 - $149,999 |
3,004 |
6.0% |
5,109 |
9.8% |
7,782 |
13.6% |
9,627 |
16.1% |
70.1% |
23.7% |
|
$150,000 + |
2,409 |
4.8% |
3,821 |
7.3% |
8,059 |
14.1% |
9,859 |
16.5% |
58.6% |
22.3% |
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Average Hhld Income |
$51,498 |
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$67,355 |
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$92,067 |
|
$103,770 |
|
30.8% |
12.7% |
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Median Hhld Income |
$35,050 |
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$42,195 |
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$58,254 |
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$66,775 |
|
20.4% |
14.6% |
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Per Capita Income |
$21,173 |
|
$29,193 |
|
$40,145 |
|
$45,663 |
|
37.9% |
13.7% |
GOALS
Our foremost motto is to run a commercial business by providing high-end
therapeutic massage and aesthetician services in a caring, upscale, professional
environment. We offer massage in a variety of styles – traditional massage, Deep
tissue work, Sports Massage, Hot Stone Massage, Reflexology, and others. Our
licensed aestheticians offer the latest in skin treatments, body treatments and
anti-aging therapies.
Our goal is to tailor the customer’s experience based on initial interview
information, as well as comment during the treatments, to ensure the client’s
ease and satisfaction, and to increase repeat business. We are mindful of the
overall experience – using only the premium oils and lotions. Special lighting,
music, decor, and textiles are used throughout the spa to complete the
comfortable, plush environment and enhance the client’s overall spa experience.
OBJECTIVES
Achieve $30,000 - $35,000 sales in first 2 months after opening ceremony
by performing 5-10 services per day.
Achieve $80,000- $85,000 sales in six months after opening by performing
5- 12 services per day.
Target of keeping a customer retention ratio of 95%+ by the end of six
months.
Aim of becoming an reputable massage destination by the end of one year
(12 months).
Ability to increase services per day by the end of the one year.
ADVERTISEMENT AND PROMOTIONS
As our business is still in its preliminary phase. Therefore, it is necessary for
business to advertise heavily through mass media. The below listed elements will
be used for promotions:
SWOT ANALYSIS
Strengths: Various strengths exist in the development of a day spa business. It is
the chance to provide wellness therapies for customers who seek nourishing
beauty treatments and massages. Positioning this business in an area of upper
middle class and prosperous people can lead to success, which makes location
strength as well. Other points that bode well are the possibilities of offering
many different types of services, such as heated stone massage, deep tissue
treatments, an assortment of facials and body lotions and oils, forms of
hydration therapies and aromatherapy. The environment is joyful for both
customers as well as workers.
Weakness: The main points lies in the cost of providing quality services which
includes creams, oils, massage tables and supplies including the gloves, robes,
towels, slippers, etc. There might be problem of financing the plan but relying on
loans might be successful. Another weakness is that many people see a day spa
as a luxury that is out of their budget or can only be indulged in on special
occasions, meaning the client base might be thin, especially as the business is
just becoming established. Finally, the employment of competent wellness
professionals is an expensive proposition and can hurt profitability.
Opportunities: there are various opportunities for expansion to all Marriott hotels offering massages to their customers, gaining a larger consumer base, and increasing the happiness of clientele.
Threats: there might be a problem of finding professional staff members who
are certified in the treatment you would like to offer. On the top of it complaints
from customers regarding their dissatisfaction with amount of product used for
treatment, discomforts during the on-going treatment or there might be a
allegations of rude behavior from the workers. There could potentially be a threat to the business if customers sue due to experiencing any allergic reactions to a chemical used in treatment, suffer a burn, or any other injuries that may potentially occur. However, with trained and licensed professionals, these problems should not occur whatsoever.
In conclusion, the marketed product of massages being offered at the Charleston Marriott would benefit the company in many ways. While the financial gain would not drastically change the income, the satisfaction of the guests would and word of mouth is a powerful promotional tool in the hospitality industry. All of the information above shows the targeted market, and the value of this service. Through careful analysis of our customers, the numbers provided above, and potential strengths and opportunities, it is our belief that this product that we chose to promote will increase guest satisfaction and therefore be a benefit to the company.
