Executive Summary of the Oasis Island Marketing Plan

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Table of Contents

Importance of massage and mission statement
Target audience
Geographic location
Type of services and facilities
Competition and advertising
Exit strategy

Importance of massage and mission statement

The importance of having a me time period more frequently than modern people usually have is great because of the pace of life and variety of things to do. The lifestyle of most people does not allow them to have these me time minutes as often as they would like to. So, the most frequent justifications for not having relaxation and self-relief minutes concern lack of time and importance of family issues including financial basis.

A massage is one of the greatest ways of having relaxation procedures and being in tone regardless of the scope of work to do and time needed every time for this procedure. T

he Oasis Island is a facility aimed at providing the clients with high-quality massage services available from 10 am to 8 pm six days a week at affordable price. The mission of the Oasis Island is to provide quality services requiring only one-time decision to subscribe for these services.

Target audience

The main target audience of the Oasis Island includes business women of approximate age between 25 and 45, with an average annual income greater of about $80,000 which guarantees their financial basis and opportunity to visit the spa on regular basis.

This means that women who can afford massages on a regular basis and can spend some time at spa are our main clients including their desire to re-subscribe for our services again and again. Though walk-in clients are taken into account while designing the spa and facilities available any minute, the regular customers are of primary importance.

Another segment of the target audience includes people that cam e using the member referral coupons given to them by their relatives and friends which opens an opportunity to take a massage on a one-time basis and feel the benefits of this procedure for health and emotional relief.

Though females are regular clients, males are welcomed to the Oasis Island because every person can find a piece of me time for him-/herself. The minimal age of the customers will be 16 with written parental consent and ordinary conditions of visiting for customer who are 18 and older.

Geographic location

The geographic location is the Freemont, California where the demand for such services increases every year while the growth of population ensures that the spa will operate effectively regardless of competition and of the number of existing spa centers and gyms.

According to the preliminary research of the demographic situation in Fremont, 1,415 potential clients can be found in this area including walk-in clients and those visiting the spa with a member-referral coupon. The Pacific Commons Power Center can be used for the massage business as it has good access from a number of freeways as well as the Dumbarton Bridge.

The overall economic growth of the City of Fremont, California is anticipated to be a good factor in the development of the massage business and development of the Oasis Island in particular. A survey showed that 83.1% of respondents consider massage a good way for receiving emotional and stress relief and having me time.

However, an average amount people are ready for pay for a one-time procedure of massage is approximately $55. The main reason for people to visit our spa will be a new approach: clients will pay monthly subscription costs and visit the spa instead of coping with the moral problem of either going to spa or buying something to the family and spending time with it.

Type of services and facilities

The day at Oasis Island will be divided into two shifts for attendants who will work on the basis f one attendant per shift and two per day thus making every customer satisfied with attention given. The main duties of attendants will include reception of clients in the reception area and receiving phone calls, escorting the clients to massage rooms, run towel laundry, and organize scheduling and appointments.

A computer will be used to provide every client with a bill to pay on the services provided including the work of attendants and massage therapists. Spacious rooms, area for changing, reception area, no-noise design, and high-quality massage therapists with great experience will be available due to the new approach aimed at eliminating all gaps that can be observed in spas of competitors.

Competition and advertising

The competition is great in the area due to the number of related facilities, spas, gyms, and other institutions that provide the same type of services. In this respect, the main competitors include Massage Envy, Lavender Beauty Spa, Avalon Spa & Salon, A Perfect Day Spa, and Serenity Day Spa of Fremont. Each of these facilities has weaknesses that were taken into account while designing the Oasis Island.

Indirect competition mostly concerns sport clubs and gyms that provide pilates, yoga, dancing, and other services along with aerobics and training apparatuses.

However, the indirect competition can be used for advertising of the Oasis Island facilities and cooperation on different relaxation and sports related occasions and charity issues. Advertising will include local advertising based mainly on a 30-second radio advertising spot, movie theater advertising, direct mailers, and special live events/sponsorships.

Financial valuation a monthly subscription of $59, auto-debited from the clients bank account; this subscription will also enable the clients to have an extra one-hour massage every month at a reduced price of $39. The advertising costs include monthly marketing funded with $2,000 or 4% of gross income and $5,000 of startup advertising expenses.

The amount of $7,950 per pay cycle is expected to be paid to the managerial of the company on a regular basis including increase of these payments as soon as the company grows. The total amount of $1000 will be paid for the facilities located in the strip mall of the the Pacific Commons Power Center.

Exit strategy

The exit strategy will include the merger performed with the help of professional transitional management companies or in the way outlines above. In case the Oasis Island wants to exit the business, it can do the following: start lending the facilities to the competitors at a reasonable price with potential right to pay off the total costs of the facilities.

Besides, the clients should not be affected. So, an agreement with the competitors should be made to provide the existing clients of the Oasis Island with massage services on the basis agreed upon by clients and the Oasis Island including the subscription costs. However, extra massage procedures at a reduced cost of $39 can be eliminated to enable the competitors to bid their prices and gain the clients loyal to their company.

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