Create a marketing plan for your own spa brand.
Report and Formatting requirements:
All submissions must be a word document. Hand-written sections will not be graded. Please
double space. The content aspect of the project should not exceed 6.5 pages (plus a title page,
table of contents, and reference list).
All submissions must include a Title Page, which includes:
- Complete Student Name (first and last name) and Student number
- Professor’s name
- Due date
- Course name, number and section
All submissions must have a Table of Contents.
All submissions must include a complete bibliography. Reports that do not include a
bibliography will not be graded. APA citation required.
Part 1: Competitive Analysis
You are required to conduct a competitive analysis of your spa and two direct competitors.
Content requirements: - Use the table format noted below to capture details on your product/service, its
marketing mix, and how it compares to competitors. - Your competitive analysis should be in landscape orientation and should cover no more
than 2 pages (not including the Title page and bibliography). - Remember to edit your work carefully to keep it accurate, brief, and precise.
- This competitive analysis should also identify the form of market segmentation used by
your spa brand such as mass marketing, segment marketing, niche, or individual
marketing, or a combination of one or more segmentation strategies. - Make sure that you clearly identify your spa brand as well as its competitors in each of
the column headings.
MAIN
PRODUCTS
COMPETITOR 1 COMPETITOR 2 SUMMARY OBSERVATIONS
PRODUCT/SERVICES
(Identify the features of
your brand’s
products/services and
what sets it apart from
the competition)
PRICE
(Detail your
product/service’s price
points versus
competitors)
PLACE
(Detail the online and
offline alternatives for
purchasing the
product/service and
note important retailing
strategies that are used)
PROMOTION
(List the online and
offline promotional
approaches used by
your product/service
such as websites, social
media sites, sales
promotions, events,
sponsorships,
advertising, and public
relations)
SEGMENTATION
APPROACH
Please ensure LANDSCAPE orientation is used for the Competitive Analysis.
Part 2: Target Market Profiles, Personas and Positioning
Part A: Target Market Profile
You are required to complete a target market profile for your spa brand’s consumers. Use the
target market profile table below as a template. Please do not exceed 1.5 pages.
TARGET MARKET PROFILE - Guide
DEMOGRAPHICS
What is the basic factual
census-type information
on the target market as a
whole?
Include information on:
● Genders
● Ages (ranges)
● Marital statuses
● Incomes (ranges)
● Occupations
● Education (high school + etc.)
GEOGRAPHICS
Where does the target
market live and work?
Include information on where the target market resides such as:
● Region or provinces
● City size (small/medium/large)
● Density (urban/suburban/rural)
PSYCHOGRAPHICS
What are the prevailing
attitudes, values,
interests, habits,
opinions, and
approaches to life that
this target market
shares?
Clearly describe the target market’s general approach to living:
● Personality traits (social, compulsive, extroverted,
introverted, intuitive, analytical, judgemental etc.)
● Lifestyle values and approaches (caring, fearful, confident,
negative, adventurous, materialistic, resentful, family
oriented independent, optimistic, dependent, etc.)
● Leisure activities, hobbies and interests (politics, sports,
music, the arts, fashion, gaming, wellness, fitness, food,
gardening, the environment, cars, movies etc.)
● Media habits (Internet sites, social media sites, apps,
newspapers, magazines, TV, radio, etc.)
● Technology usage (desktop, laptop, tablet, smartphone, ereader, smartwatch etc.)
BEHAVIOURISTICS
How does this target
market use and interact
with the product?
Include information on how and why consumers will buy the
product as follows:
Main occasion for product use (leisure, recreation,
socializing, work, medical, home, family, personal etc.)
● Main product benefit sought (entertainment, selfimprovement, fashion, fun, personal status, specific product
traits such as taste, speed, nutritional value
● Primary and secondary usage
● Frequency of usage and frequency of purchase
● Degree of brand loyalty to the product, (none, some,
medium, strong)
Part B: POSITIONING STATEMENTS AND POSITIONING MAPS
This section of your project requires you to complete positioning statements and a positioning
map.
i. Positioning Statements:
Prepare positioning statements that clearly identify the image of the product/service in the
market in relation to its target market, the market in general, and the competition.
Positioning Statement:
n A clear, concise statement which describes the positioning strategy.
n It includes:
q Spa name
q Product/service category
q Desired image
q Benefits provided that support the image
q Intended target market
ii. POSITIONING MAP
Create a positioning map for your product/service in relation to the two main competitors in
your competitive analysis. Label each axis with parameters that are important to the purchase
decision of consumers for your product/services, noting that price is rarely one of these primary
decision-making variables. Clearly identify each competitor as well as your own product.
Part 3: Marketing Mix Analysis:
This section requires you to summarize the current approach to the 4 P’s.
Correct usage of terminology is required in each area. Refer to relevant
chapters & content lectures.
You will then be required to make detailed recommendations for areas of the marketing mix
you see as opportunities. In all areas your analyses and recommendations need to be clear,
accurate and detailed.
• Product:
o Current Product/Service Definition
o Current Brand Definition
§ Including Brand Personality
o New Product/Service Development
§ 1 new initiative required
• Price:
o Current Pricing Strategy
o Recommendations for future Pricing
• Place:
o Current Distribution Strategy
o Recommendation(s) for future Distribution
• Promotion:
o Dominant promotional message
o Current Promotional Strategy: media used
o Recommended Promotional Strategy: media used
o Current CRM Strategy
o Recommended CRM Strategy
This section should be 2-3 pages long. Please include as much detail as possible and use
marketing language and terminology in your analysis.
In line with APA formatting, please include a full bibliography outlining all references used and
include in-text citations for all ideas that are not your own. For more detailed instructions on
APA formatting, please consult:
https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guid
e/general_format.html
Why did you make the decisions that you did? Why did you choose the
brands/products you chose? What challenges did you face while writing the assignment? Why
do you think these challenges exist? If you were to do the assignment again, would you do
anything differently? Why or why not?