A.
PRODUCT OVERVIEW
Hilot is traditionally offered on barrios or provinces and spas commonly
offer massage therapy only, we decided to offer a service that will give both.
H E A LO T Tr a d i t i o n a l
is a facility which will offer not only
Hilot itself but also massage therapy as well. Hilot is a traditional art of healing,
thus we combine the words heal and hilot to come up with HEALOT which
is the name of our company.
The Philippine Hilot massage therapy is an art of treatment using bare
hands and herbs. On the other hand, Massage therapy is manual manipulation of
soft body tissues (muscle, connective tissue, tendons and ligaments) to enhance
a persons health and well-being. Having combined these two, we would be able
to give the satisfaction of relaxation and improve ones health as well. This
gives us an edge over competitors who only offer massage therapies.
The companys business will be located at the ground floor of Eurovilla 4
853 A. Arnaiz Avenue, Makati City.
Aside from various types of Hilot, massage therapies and equipment that
the company will provide, we will also offer our clients decaffeinated drinks
such as teas or warm milk which would be very helpful after the session.
Marketing Plan
Page 8
SERVICES TO OFFER
The Filipino culture has its affluence of healing traditions, represented by
Hilot, which are relied on by many.
Hilot is well known for its healing properties, when infused with a
massage therapy, it can give numerous benefits. The company will offer various
types of services to cater the needs and wants of our potential customer.
Our Hilot comes in different categories: Body Massage, Foot Massage,
Head
1.
Massage and Traditional Hilot.
Body Massage
A. Hilot Albularyo / (Dangkalan
Acupressure Therapy)
A musculo-ligamentous and musculoskeletal manipulation and massage
Materials/ Equipment Used
Coconut oil and herbal
Floral scented oil
Marketing Plan
Benefits
relieving pain
balancing body energy
Page 9
reduces muscular tension
increases circulation
B. Hilot Buga / Hagod Herbal Therapy
Massage diagnostic utilizing herbal mixture
with
oil, vinegar and other essential ingredients.
Materials/ Equipment Used
Oil
Vinegar
Other essential ingredients
Benefit
Promotes relaxation
(ginger, garlic, honey, alcohol,
lime, beetle nut, etc.)
C. Hilot Bintusa / Heat and Cupping Therapy
A deep tissue therapy which utilize heat/fire and heat cupping techniques
Fire
Benefits
Materials/ Equipment Used
Bamboo
Coconut shell
Glass or porcelain cup
Marketing Plan
Page 10
Helps in blood circulation
Sucks out lamig
Promotes digestion
Drains excess body toxins
Muscle relaxation
D. Hilot Babad / Aqua Therapy
Babad means soak in water or essential
water/herbal mixture to relieve stress or
tired body.
Water or warm water with
vinegar
Oil
Alcohol
Herbs
Materials/ Equipment Used
Benefits
Relaxes tired body
Relieves stress
2. Foot Massage
A. Traditional Foot Hilot Massage Dagdagay
Long motion and acupressure is applied to the soles of the feet to
restore balance and boost the bodys immune system.
Marketing Plan
Page 11
Materials/ Equipment Used
Rattan Sticks
Benefits
Relieves aches and muscle
tension
3.
A.
Head Massage
Hilot Scalp Massage Tiris
Tiris is a scalp massage that has been
widely used in the Philippines to rid
patients of headaches. Scalp massage will
help balance energy in the mind and also relive stress.
Benefits
Balance energy
Relieves stress
Relieves headache
Helps in relaxation of the eyes
4.
Traditional Hilot
A. Hilot Suob
A massage therapy used for postpregnancy for the quick recovery of
the new mother. It aids and conditions
the body to quickly regain strength,
improve immunity, get back to its healthy condition and most
especially, helps to align the uterus
Benefits
Marketing Plan
Page 12
Quicker recovery
Helps align the uterus
B. Hilot Pilay
A massage therapy which includes skeletal manipulation where dislocated joints
are being aligned. Prior to the session, the massage therapist examines the
injured area of the patient before working on it.
Benefits
Alignment of dislocated joints
Quicker recovery of the targeted area
C. Hilot Traditional
A
massage that apply pressure to the desired area.
(except foot, head, abdomen and back)
Benefits
Quick recovery of desired area
Beverages Included
Marketing Plan
Page 13
During a good massage, the muscles are stimulated, blood is circulated
throughout the whole body, and water, salt and other minerals are released.
Having a glass of water or decaffeinated tea, helps your body dispose of any
accumulated materials in the muscles. By
providing the body with plenty of water, you can
help sweep away those pesky waste materials.
We
recommend
drinking
hot
or
warm
beverages over cold ones. After the Hilot, your
body has been exposed to heat and the last thing you want to do is exposed
yourself immediately to cold temperature, our body systems will shock, our
skin pores will be trapped by the cold due to exposure to warmth, so give it
time to adjust.
1. Tea
A. Green Tea
Green tea is the least processed and thus provides the most antioxidant
polyphenols, notably a catechin called epigallocatechin-3-gallate (EGCG),
which is believed to be responsible for most of the health benefits linked to
green tea.
Benefits
Reduces the risk of heart
Helps you lose weight
Boosts exercise endurance
attack
Fights against various
cancers
Marketing Plan
Page 14
Hydration benefits
Protection from harmful
Keeps Diabetes in check
Anti- Aging benefits
Boosts your immunity
ultraviolet rays
B. Ginger Tea
Ginger is
a perfect source of a number of vitamins and
minerals
such as vitamin C and magnesium. Ginger tea is
best
prepared with honey, lemon juice or peppermint.
Reduces Inflammation
Fights Common
Respiratory Problems
Encourages Normal
Blood Circulation
Remedies Menstrual
Discomfort
Strengthens Immunity
Benefits
Impedes Motion Sickness
Relieves Stress
Combats Stomach
Discomfort
C. Lemon Grass Tea
It has a zesty flavor reminiscent of lemon, and adds a citrusy and bright note to
curries and sauces, especially in Thai and Malaysian dishes. It also has a very
distinct yet appeasing lemony taste.
Benefits
Marketing Plan
Page 15
Calming Sleep Aid
(Helps in sleep
disorders)
Digestive Aid
Lowers Cholesterol
Helping in the treatment of
high blood pressure
Marketing Plan
Page 16
D. Red Tea
Red teas are noted for their bold flavours, which may be tannic, earthy, sweet,
woodsy, floral, fruity or chocolaty.
Benefits
Tooth Health
Lower Cholesterol
Prevent Arthritis
Improved Digestive
Health
Improved Respiratory Health
Marketing Plan
Page 17
E. White Tea
White tea comes from the buds and leaves of the
Chinese Camellia sinensis plant. The beverage itself
is not white or colourless but pale yellow.
Antibacterial & Antiviral
Benefits
Antioxidant
Healthy Skin
Healthy Teeth and Gum
Stronger Bones
2. Milk
It
is full of calcium, vitamin D, phosphorous and a
balance of other nutrients that have been proven
to
build your bones and teeth as well as promote
the
healthy function of your muscles and blood
vessels.
Benefits
Healthy Bones and Teeth
Rebuild Muscles
Less Stress
Glowing Skin
Marketing Plan
Page 18
3. Warm Water
It is effective in cleansing the body, cures constipation, improves blood
circulation in the body, flashes out harmful toxins and reduces body pain.
Prices
To arrive with these prices, we compared the prices of our current
competitors and implemented a low-cost strategy.
Services
1. Body Massage
Type of Hilot
Hilot Albularyo / (Dangkalan Acupressure Therapy)
Hilot Buga / Hagod Herbal Therapy
Hilot Bintusa / Heat and Cupping Therapy
Hilot Babad / Aqua Therapy
Price
P 350.00
P 350.00
P 350.00
P 350.00
2. Foot Massage
Type of Hilot
Traditional Foot Hilot Massage Dagdagay
Price
P 300.00
3. Head Massage
Type of Hilot
Price
Hilot Scalp Massage Tiris
P 300.00
4. Traditional Hilot
Marketing Plan
Page 19
Type of Hilot
Price
Hilot Suob
P 250.00
Hilot Pilay
Hilot Traditional
P 250.00
P 250.00
Packages
Our packages are served with your chosen beverage (tea, milk, or warm
water). A beverage is served per person (1 beverage = 1 person).
1. Packages for Individuals
Package
Description
Price
This includes:
A. Head and Body
Massage
B. Body and Foot
Massage
C. Head and Foot
Marketing Plan
Head Massage - Hilot Scalp Massage
Tiris
Body Massage (You can choose from
one of the following)
1. Hilot Albularyo / (Dangkalan
Acupressure Therapy)
2. Hilot Buga / Hagod Herbal Therapy
3. Hilot Bintusa / Heat and Cupping
Therapy
4. Hilot Babad / Aqua Therapy
This includes:
Body Massage (You can choose from
one of the following)
1. Hilot Albularyo / (Dangkalan
Acupressure Therapy)
2. Hilot Buga / Hagod Herbal Therapy
3. Hilot Bintusa / Heat and Cupping
Therapy
4. Hilot Babad / Aqua Therapy
Foot Massage - Traditional Foot Hilot
Massage Dagdagay
This includes:
Page 20
P 620.00
P620.00
P570.00
Massage
D. Healot Special
Head Massage - Hilot Scalp Massage
Tiris
Foot Massage - Traditional Foot Hilot
Massage Dagdagay
This includes:
Head Massage - Hilot Scalp Massage
Tiris
Body Massage (You can choose from
one of the following)
1. Hilot Albularyo / (Dangkalan
Acupressure Therapy)
2. Hilot Buga / Hagod Herbal Therapy
3. Hilot Bintusa / Heat and Cupping
Therapy
4. Hilot Babad / Aqua Therapy
Foot Massage - Traditional Foot Hilot
Massage Dagdagay
P905.00
2. Group Packages (4 or more persons)
Package
Description
Price
This includes:
A. Head and Body
Massage
B. Body and Foot
Massage
Marketing Plan
Head Massage - Hilot Scalp Massage
Tiris
Body Massage (You can choose from
one of the following)
1. Hilot Albularyo / (Dangkalan
Acupressure Therapy)
2. Hilot Buga / Hagod Herbal Therapy
3. Hilot Bintusa / Heat and Cupping
Therapy
4. Hilot Babad / Aqua Therapy
This includes:
Body Massage (You can choose from
one of the following)
Page 21
P2,400.00
P2,400.00
C. Head and Foot
Massage
D. Healot Special
1. Hilot Albularyo / (Dangkalan
Acupressure Therapy)
2. Hilot Buga / Hagod Herbal Therapy
3. Hilot Bintusa / Heat and Cupping
Therapy
4. Hilot Babad / Aqua Therapy
Foot Massage - Traditional Foot Hilot
Massage Dagdagay
This includes:
Head Massage - Hilot Scalp Massage
Tiris
P2,200.00
Foot Massage - Traditional Foot Hilot
Massage Dagdagay
This includes:
Head Massage - Hilot Scalp Massage
Tiris
Body Massage (You can choose from
one of the following)
1. Hilot Albularyo / (Dangkalan
P 3.500.00
Acupressure Therapy)
2. Hilot Buga / Hagod Herbal Therapy
3. Hilot Bintusa / Heat and Cupping
Therapy
4. Hilot Babad / Aqua Therapy
Foot Massage - Traditional Foot Hilot
Massage Dagdagay
B. TARGET MARKET
Area Coverage
Marketing Plan
Page 22
H E A LO T Tr a d i t i o n a l
will be located at the ground
floor of Eurovilla 4 853 A. Arnaiz Avenue, Makati City.
Why Makati City?
We choose the place for establishing the business because Makati City is
known as the countrys leading city for business, lifestyle, entertainment and
culture. Being said such, people more likely want to live there, locate their
businesses and go shopping which indicates a large potential market for the
company.
Features
The place is located near many restaurants such as Hai Shin Lou Seafood
King Restaurant, Spicy Fingers, La Regalade French Bistro, Bizu Patisserie and
Cafe, Kai, Persia Grill, Haiku Sakura Restaurant, The Old Spaghetti House and
HabangBuhay Restaurant; hotels such as DusitThani, New World Makati Hotel,
El Cielito Hotel, Eurotel Makati Hotel, Herald Suites and Hotel Celeste;
Marketing Plan
Page 23
condominiums such as The Residences and Pacific Plaza Condominium; and
institutions such as Don Bosco Technical Institute; and malls such as Waltermart
and Makati Square. People being tired from work and school can conveniently
visit our center since it is nearby MRT 3 Ayala and other public transportation
vehicles; and have our stress buster packages.
Establishments Around Healot Traditional (Ground Floor of Eurovilla 4)
Arnaiz Road is now called Pasay Road. Some famous places that are
located in Pasay Road are: Park Square, Ayala Triangle, Makati Medical Center,
Greenbelt, Renaissance Makati, The Beacon, The Residences at Makati,
Corporate Business Center, Fast Food Chains & Restaurants.
Customers
H E A LO T Tr a d i t i o n a l
categorizes its target market
according to the following:
1. Male and Female working in private and public agency, from age 20, with
monthly income of 20,000 and above.
2. Retirees, from age 50 and above
3. Residents of nearby hotels, condominiums and other establishments
4. Health conscious people
Outcomes of Feasibility Survey
Based on the survey conducted by the researchers from 200 respondents,
the following data were obtained:
Gender
Marketing Plan
No. Of Respondents
Page 24
Percentage
Male
103
51.5%
Female
97
48.5%
Total
200
100%
Age
No. Of Respondents
Percentage
20 25
93
46.5%
26 35
45
22.5%
36 45
30
15%
46 55
16
8%
56 65
15
7.5%
66 Above
0.5%
Total
200
100%
1. How much is your monthly
No. Of
Percentage
income/allowance?
10,001 20,000
Respondents
68
34%
20,001 30,000
85
42.5%
30,001 40,000
27
13.5%
40,001 50,000
10
0.05%
Above 50,000
10
0.05%
Total
200
100%
2. What kind of relaxation do you prefer?
No. Of
Percentage
Get a massage/spa treatment
Respondents
117
34.01%
Watch movies
71
20.63%
Go shopping
41
11.92%
Play sports
42
12.21%
Have vacation
64
18.60%
Other
2.62%
Total
344
100%
Marketing Plan
Page 25
3. If you choose MASSAGE, where do you
usually have your session?
No. Of
Percenta
Respondents
ge
Spa
78
66.67%
Home
39
33.33%
Other
Total
117
100%
4. How often do you attend a massage
No. Of
Percentage
session?
Everyday
Respondents
2
1%
Once a week
49
24.5%
Once a month
113
56.5%
Other
36
18%
Total
200
100%
5. What kind of massage do you ask for?
No. Of
Percentage
Swedish Massage Therapy
Respondents
46
18.47%
Aromatherapy
20
8.03%
Hot Stone Massage
16
6.43%
Deep Tissue Massage
2.81%
Shiatsu
14
5.62%
Thai Massage
37
14.86%
Reflexology
94
37.75%
Other
15
6.02%
Total
249
100%
6. Do massages help you to relax, rejuvenate
No. Of
Percentage
Yes
Respondents
196
98%
No
2%
Total
200
100%
and rest?
Marketing Plan
Page 26
7. How much can you spend for a massage
No. Of
Percenta
session (per hour basis)?
Respondents
ge
150 249
68
34%
250 349
79
39.5%
350 499
22
11%
500 999
19
9.5%
1,000 1,499
1.5%
Other
4.5%
Total
200
100%
8. Where do you usually prefer to locate a
No. Of
Percentage
massage center
Respondents
Malls
58
24.17%
Hotels
16
6.67%
Near your school
2.5%
Near your office/work place
56
23.33%
Near your house
93
38.75%
Other
11
4.58%
Total
240
100%
9. Are you aware that HILOT is offered as a
No. Of
Percentag
form of massage therapy?
Respondents
Yes
164
82%
No
36
18%
Total
200
100%
10. Would you like to try HILOT
No. Of
Percentage
Yes
Respondents
175
87.5%
No
25
12.5%
Total
200
100%
THERAPY?
Marketing Plan
Page 27
If YES, what type of Hilot do you want to
No. Of
Percentage
try?
HilotAlbularyo
Respondents
41
13.95%
HilotBuga
34
11.56%
HilotBintusa
63
21.43%
HilotBabad
43
14.63%
Traditional Foot Hilot
62
21.09%
Hilot Scalp
43
14.63%
Other
2.72%
Total
294
100%
11. Do you know any SPA or massage facilities
No. Of
Percenta
that offer this kind of therapy?
Respondents
ge
Yes
40
20%
No
160
80%
Total
200
100%
12. In your most recent customer service (if any),
No. Of
Percenta
how do you contact the representative?
Respondents
ge
Walk in
130
65%
By telephone appointment
59
29.5%
Internet reservation
10
5%
Other
0.5%
Total
200
100%
13. What would be your most important factors in
No. Of
Percenta
choosing massage therapy?
Respondents
ge
Value or Price
159
15.9%
Performance of the masseuse
140
14%
Recognized facility name
43
4.3%
High quality service
134
13.4%
Easy/fast service
69
6.9%
Marketing Plan
Page 28
Discount and Promotion
122
12.2%
Unique service offered
92
9.2%
Heath benefits
146
14.6%
Atmosphere
94
9.4%
Other
0.1%
Total
1,000
100%
Analysis of Results of Survey Conducted
The researchers employ a scientific approach of sampling; they distribute
the survey questionnaire randomly to the respondents near Eurovilla 4 853 A.
Arnaiz Avenue, Makati City
The outcome of the survey shows that most of the respondents are Male
ages 20 25 and have monthly income of Php 20,001 to Php 30,000.
Among the 200 respondents, 34.01% prefer to get a massage or spa
treatment as their relaxation and 66.67% of them usually have their session in
spa once a month where 37.75% ask for Reflexology. Ninety eight percent of
them find massage helpful for them to relax, rejuvenate and rest and 39.5% of
them can spend 250 349 per hour for a massage session where 38.75% prefer
to locate a massage center near their house.
Most of the respondents aware that HILOT is offered as a form of
massage therapy yet 80% of them do not know any spa or massage facilities that
offer such. But 87.5% of them are willing to try it where 21.43% want Hilot
Bintusa.
Marketing Plan
Page 29
Sixty five percent of the respondents contact the customer service
representative through walk in. Lastly, the top five most important factors that
the respondents consider in choosing a massage therapy are value or price
(15.9%), health benefits (14.6%), performance of the masseuse (14%), High
quality service (13.4%) and discount and promotion (12.2%).
C. DEMAND AND SUPPLY ANALYSIS
Demand Analysis
DEMAND ANALYSIS
1.1 Total Estimated Demand for Services
# of
# of Total Patron
daily
days
patrons[
In a
In a year
1]
year
Weekend (Saturday and Sunday)
15,
105
1,601
248
,040
Weekdays (Monday - Friday)
11,
260
3,107
952
,520
Total Estimated Population of A.Arnaiz Avenue, Makati City
4,708
Patrons
,560
x Percentage of patrons who chose MASSAGE as kind of
34.01%
relaxation
Total Estimated Population of A.Arnaiz Avenue, Makati City
Patrons preferred MASSAGE as their way of relaxation
x Percentage of patrons who chose spa to have their
massage session
Marketing Plan
Page 30
1,601
,381
66.67%
Total Estimated Population of A.Arnaiz Avenue, Makati City
Patrons that would go to spa
1,067
,641
x Percentage of Patrons who would want to try HILOT as a
form of massage therapy
87.50%
Total Estimated Population of A.Arnaiz Avenue, Makati City
Patrons that approved HILOT as massage therapy
934
,186
x Ave. rate of visiting frequency
Total Estimated Population of A.Arnaiz Avenue, Makati City
Patrons who are willing to try HILOT THERAPY in our spa
adjusted for the rate of visiting frequency
4
3,736
,743
x Percentage of target market share
Total
x Percentage of Reliability level for
sample units
Total Estimated Annual Demand
8%
298
,939
10%
2
9,894
Source: [1] The research count was done on a Saturday (Weekend) and Wednesday
(Weekday). The researchers positioned themselves in the area of A.Arnaiz Avenue, Makati
City
1.2 Estimated Demand per Product[1]
Estimated %
Estimated volume
Of
demand/product of demand/ product
Hilot Albularyo
14%
4,170
Hilot Buga
12%
3,456
Hilot Bintusa
21%
6,406
Hilot Babad
15%
4,373
Traditional Foot
Hilot
21%
6,305
Hilot Scalp
15%
4,373
Other Hilot
3%
813
100%
29,894
[1]Source: Results of survey conducted
Supply Analysis
Marketing Plan
Page 31
H E A LO T Tr a d i t i o n a l
products will be supplied by the
following:
a. Amazing Foods Corp.
offers 100% all-natural authentic virgin coconut
oil; made from only quality hand-picked, fresh and mature Philippine
coconuts. Their virgin coconut oil is cold-processed to allow the retention
of natural anti-oxidants and preserve the distinct aroma and flavor of
coconut. This process ensures the premium quality of their oil. It is ANH
(Absolute-No-Heat) method in any point in processing our VCO and
using no other enzymatic, no bleach, no deodorized. They are only
creating
high
and
premium
quality
of
Virgin
Coconut
Oil.
Their plant is strategically located near the coconuts plantation in Sta.
Maria, Laguna to be near to our coconut source and quickly process
freshly harvested matured coconuts.
b. Hotel and Spa Essentials
Hotel and Spa Essentials represents many well-known on an
exclusive basis. Products are available ex-stock from our distribution
center in Manila. For Hotels, Hotels and Spa Essentials has set out to
meet your complete requirements with both branded and generic hotel
amenities available. As the exclusive distributor in the Philippines of
Guest Supplies Asia Hotel and Spa Essentials, offers brands such as
Bulgari, Ferragamo, Crabtree & Evelyn and Acca Kappa among others.
For those hotels wishing to have generic products Hotel and Spa
Essentials offers product design, formulation and manufacture. Hotel and
Spa Essentials also offers a range of aromatherapy products for those
Marketing Plan
Page 32
wishing to experience the healing magic of aromatherapy in their own
home.
Products
Aromatherapy
Variations
Rose
Oil
Ginger
Lavender
Eucalyptus
c. Other materials needed in our hilot therapy will be supplied by
identified store within Metro Manila like Divisoria Market.
Rattan Sticks/Bamboo
Coconut Shell
Stone
Glass or porcelain
Vinegar
Herbs
d. Teas, Milk and Coffee suppliers within Metro Manila:
The Taj Grocery in 7502 Bagtikan St San Antonio Village, Makati
Philippines. Wholesale Suppliers of Beverages like Green Tea and
other tea beverages, coco fiber, coco peat, cocoa products, coffee
beverages, coffee beans, decaffeinated coffee
Owlephant Trading in 7274 Malugay St. San Antonio, Makati
City, Manila Philippines. Exporters / Wholesale Suppliers of
Beverages like Green Tea, coffee, tea, coco fiber, coco peat, cocoa
products, and coffee beans.
Aqua Quest.Comis our supplier of Mineral Water located at 8010
Tanguile St. San Antonio Village Makati City
Marketing Plan
Page 33
Competition
Based on our research conducted the following are the possible
competitors of H E A LO T
Tr a d i t i o n a l
within Makati City:
Direct Competitors
1. Mont Albo located at G/F Park Square I, Ayala Center, Makati City
2. Wensha located at CCP Complex, Roxas Blvd. Cor. Sen. Gil Puyat
Ave., Pasay City
3. ShuiHilot Healing Spa located at the Ground Floor, Tropical Palms
Bldg., Dela Rosa St., cor. Perea St., Legazpi Village, Makati City
4. Fifth Sense Spa located at Unit 14&15 Kingswood Arcade Chino Roces
cor. Vito Cruz St. Makati City, Metro Manila, Philippines
5. Cicada Spa located at 97 Gil Puyat Avenue Corner South Super
Highway, Palanan, Makati City
6. Zamara Spa located at 4131 Ponte St., Pasong Tamo, Makati City
7. PhaenBoran Foot and Body Massage located at Makati Avenue corner
Valdez St., Makati Cty
8. Himalayan Touch Spa and Foot Reflexology located at 3633 Bautista
cor. Emilia Sts. Palanan, Makati City
Indirect Competitors
Marketing Plan
Page 34
Our indirect competition includes salons, health clubs, and other types of
spa service center in the Makati area.
1. The Green Spa Home
6. Bench FIX Salon
Services
7. Salon De Manila
2. Islands Massage Mobile and
8. Salon for Men and Women
Day Spa
9. Ricky Reyes Hair Salon
3. Makati Wellness Studio
10. Index Salon
4. SPA148 Home Service
11. Fab Salon
Massage
12.Ystilo Salon
5. Davids Salon
Marketing Plan
Page 35
D. PROJECTED SALES
13.
14.Projected Sales in Volume
15.
Projected Sales in Volume
4,500
4,000
Other Hilot 3%
3,500
Hilot Scalp 15%
Traditional Foot Hilot 21%
Hilot Buga 12%
Hilot Albularyo 14%
Hilot Babad 15%
3,000
2,500
2,000
Hilot Bintusa 21%
1,500
1,000
500
Jan
16.
30.Hilot
Albula
ryo
44.Hilot
Buga
58.Hilot
Bintus
a
72.Hilot
Babad
86.Traditi
onal
Foot
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
17.
J
18.
F
19.
M
20.
A
21.
M
22.
J
23.
J
24.
A
25.
S
26.
O
27.
N
28.
D
31.
1
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
45.
1
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
59.
2
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
73.
1
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
87.
2
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
Hilot
100.
Hilot
Scalp
114.
Other
Hilot
128.
142.
143.
144.
145.
146.
147.
148.
149.
150.
151.
101.
1
102.
103.
104.
105.
106.
107.
108.
109.
110.
111.
112
115.
3
116.
117.
118.
119.
120.
121.
122.
123.
124.
125.
126
129.
1
130.
131.
132.
133.
134.
135.
136.
137.
138.
139.
140
Projected Sales in Peso
Projected Sales in Peso
1,400,000
1,200,000
Other
Hilot
Hilot Scalp
Traditional Foot Hilot
Hilot Babad
Hilot Bintusa
Hilot Buga
1,000,000
800,000
600,000
400,000
Hilot Albularyo
200,000
-
152.
153.
154.
155.
156.
Ja
n
u
a
r
y
157.
Fe
b
r
u
a
r
y
158.
M
159.
Apri
l
160.
May
161.
Ju
n
e
Hilo
t Buga
163.
53,
3
7
9
170.
44,
2
3
3
164.
66,
7
2
3
171.
55,
2
9
2
176.
Hilo
t Bintusa
177.
82,
0
0
0
178.
102
,
5
0
0
184.
55,
9
8
1
185.
69,
9
7
6
191.
75,
6
5
6
198.
43,
7
3
5
192.
94,
5
6
9
199.
54,
6
6
9
206.
10,
1
6
4
162.
Hilo
t
Albularyo
169.
183.
Hilo
t Babad
190.
Tra
ditional
Foot Hilot
197.
204.
Hilo
t Scalp
Oth
er Hilot
211.
218.
219.
220.
Jul
221.
Au
205.
8,1
3
1
212.
36
3
,
1
1
5
222.
Sept
213.
453
,
8
9
3
223.
Oc
165.
93,
172.
77,
179.
14
186.
97,
193.
13
200.
76,
207.
14,
214.
63
224.
Nov
166.
160,
1
3
6
173.
132,
7
0
0
167.
146,
7
9
1
174.
121,
6
4
2
180.
246,
0
0
1
181.
225,
5
0
1
187.
167,
9
4
2
188.
153,
9
4
7
194.
226,
9
6
7
201.
131,
2
0
5
195.
208,
0
5
3
202.
120,
2
7
1
208.
24,3
9
3
215.
1,08
9
,
3
4
4
209.
22,3
6
1
225.
Dec
216.
998,
5
6
5
168.
12
0
,
1
0
2
175.
99,
5
2
5
182.
18
4
,
5
0
1
189.
12
5
,
9
5
6
196.
17
0
,
2
2
5
203.
98,
4
0
3
210.
18,
2
9
5
217.
81
7
,
0
0
8
226.
TOTA
e
m
b
e
r
227.
80,
228.
66,
234.
66,
235.
55,
241.
12
242.
10
248.
83,
249.
69,
255.
11
256.
94,
262.
65,
263.
54,
269.
12,
270.
10,
276.
54
277.
45
229.
93,4
1
3
236.
77,4
0
9
243.
143,
5
0
1
250.
97,9
6
6
257.
132,
3
9
7
264.
76,5
3
6
271.
14,2
3
0
278.
635,
4
5
1
230.
12
237.
99,
244.
18
251.
12
258.
17
265.
98,
272.
18,
279.
81
e
m
b
e
r
231.
146,
7
9
1
238.
121,
6
4
2
245.
225,
5
0
1
252.
153,
9
4
7
259.
208,
0
5
3
266.
120,
2
7
1
273.
22,3
6
1
280.
998,
5
6
5
283.
284.
285.
E. MARKETING PROGRAMS/ STRATEGIES
e
m
b
e
r
232.
186,
8
2
5
239.
154,
8
1
7
246.
287,
0
0
1
253.
195,
9
3
2
260.
264,
7
9
5
267.
153,
0
7
2
274.
28,4
5
9
281.
1,27
0
,
9
0
1
L
233.
1,338
,4
6
9
240.
1,109
,1
5
4
247.
2,056
,1
5
7
254.
1,403
,7
1
3
261.
1,897
,4
4
2
268.
1,097
,5
7
0
275.
204,0
5
9
282.
9,10
6,
5
6
5
286.
287. Practices of Competitors
288.
Many spa businesses in the Philippines are introducing
varieties of massage treatment which originated from other countries.
Only a little offer Hilot as a kind of massage despite the fact that it is our
own brand of touch therapy and it can give people a lot of benefits.
289.
290.
Own Marketing Program/ Strategies
291.
Our marketing strategy was formulated after considering the
following analysis:
292.
293.
SWOT Analysis of Spa Business
294.
Strengths
Provides wellness therapies
Many prospective clients
Trained employees are accredited by TESDA
Excellent massage skills
295.
296.
Weaknesses
The high cost of providing a quality services
Not everyone can avail the service
Employment of wellness professional is expensive
297.
298.
299.
Opportunities
Advertising opportunities through Internet and/or word-of-mouth
As number of client increase, owner can extend the types of services
offered
Use of networking to bring in groups of client
Selling products used for the treatments offered
Branching out to other location
300.
301.
Threats
Complaints from customers regarding dissatisfaction on the service
Discomfort of customers due to therapists rude behavior
Competition in the market
Low prices offered by the competitors
Existence of more popular massage parlor
302.
303.
SWOT Analysis of H E A LO T
304.
Strengths
Tr a d i t i o n a l
Offers the two methods of Hilot (its traditional use and form as massage
therapy)
Varieties of Hilot therapy will be introduced
Low cost prices strategy
Excellent business location near malls, hotels, condominiums offices and
other establishment
305.
306.
Weaknesses
Lack of brand equity as new entrant to the market; low popularity
Labor-intensive
Lack of experience and expertise as beginners in business
Service offered is limited only to Hilot
Client base is thin since the business is just starting to operate
307.
308.
Opportunities
Hilot is earning an international fame as the prestigious 2007 Asia Spa
Award Hollistic Treatment of the Year
Hilot therapy is now being offered in international market
People are looking for an effective form of alternative medicine
309.
310.
Threats
Rivalry from already established competitors
Community consisting of low-income earners cannot afford wellness
services
People tends to misinterpret methods of Hilot
311.
312.
PORTERS
Five Forces
313.
Threat
of
New Entry
The barriers of new entry is low, thus the threat of new entrant is high
Low capital requirements means many businesses can compete and enter
the industry
Well-established spas increases customer loyalty making it difficult for
new comers to gain market share
314.
315.
Bargaining
Power of Suppliers
The bargaining power of suppliers is low since the products and materials
used in the business will be coming from different sellers
There are many suppliers that can offer the product
The cost of switching to an alternative supplier is low
The products and materials are easy to distinguish, therefore it can be
purchased from different suppliers
316.
317.
Bargaining
Power of Customers
The bargaining power of customer is high since they can choose from a
wide range spa to avail the service
Customer will find it easy and inexpensive to switch to another spa
Customers possess a credible backward integration threat, meaning they
can threaten to buy the service of another spa
318.
319.
Threat
of
Substitute Products
The threat of substitute is high
The willingness of the customer to switch from getting a massage to
another form of relaxation that they can avail
The willingness of the customer to switch from getting a massage from
people to massage from machine
Customer can avail a home service
320.
321.
Competitive Rivalry
Degree
of
Competitive rivalry in the industry is high since the switching cost is low
and threats of new entrants is high, therefore, there will be many current
and potential competitors
Competitive rivalry among direct competitors is low since massage
facilities offering variation of
Hilot therapy are not popular in the
market. On the other hand, it is high among indirect competitors since
there are a lot of spas that offer other form of massage therapies and they
already established customers loyalty.
322.
323. Objectives and Issues
324.
H E A LO T Tr a d i t i o n a l
will take the aim to
have competitive advantage over other competitors by focusing on the
following ways:
To extend product differentiation through experience (experience
differentiation)
To achieve the maximum value as defined by the customer (Low-cost
leadership)
To focus on values related to rapid, flexible and reliable performance
(response)
325.
326. Companys Marketing Program/Strategies
327.
Now-a-days numerous spa businesses are introducing
different kind of massage treatment which originated from other
countries. Even if there are many competitors,
Tr a d i t i o n a l
H E A LO T
wants to take the lead in offering a massage
therapy which specializes in Hilot as our own brand of touch. The
company will achieve its mission by delivering services which are better,
or at least different, cheaper and more responsive.
328.
329. Sales Force
330.
The store manager is responsible for handling the sales
representative of
H E A LO T Tr a d i t i o n a l . The company
will be located at the ground floor of Eurovilla 4 A. Arnaiz Avenue,
Makati City and will offer its services to the residents of nearby
condominiums and other establishments found near the vicinity. If seen a
favorable result, the company will eventually expand its operation by
opening more branches in other places.
331.
332.
rch and Development
333.
Resea
In the past, massage therapy is regarded as a luxury for a
niche market, whereas now, it has become more accessible to a wider
customer base.
H E A LO T Tr a d i t i o n a l
will devote time
in researching and developing services that will continue to meet
customers need and increase customers satisfaction. The company will
continue to diversify and concentrate of making innovative marketing
approaches by increasing the quality of service, offering promotional
packages and discovering options to arrive at competitive prices.
334.
335. Service Strategy
336.
Hilot heals a lot. This will be the official tagline of the
company in positioning ourselves in peoples mind. Availing the services
would enable the customer to experience a classical way of touch at the
same time heal the indifference in the customers body in order for them
to feel renewed, relaxed and revitalized.
337.
The company opts to extend our product differentiation
through engaging more with the customer, meaning we will use their five
senses to become immersed or even an active participant in improving the
service. We will also implement a strategy of driving down the cost
while meeting the customers expectation. Lastly, we will interact more
with the customer to respond with their needs.
338.
339.
Strategy
340.
Place
H E A LO T Tr a d i t i o n a l
will be located at
ground floor of Eurovilla 4 A. Arnaiz Avenue, Makati City. The place is
strategic since this is where our target markets are situated.
341.
342.
the Store
343.
Vicinity
of
344.
345.
346. Pricing Strategy
H E A LO T Tr a d i t i o n a l
347.
will
implement the strategy of Market Penetration Pricing which means that
the services offered will be widely promoted and its introductory price
will be kept comparatively low in order to achieve quickly a high sales
volume and deep market infiltration.
348.
349.
350.
Service
Services
351.
Competitor X
352.
Competitor Y
353.
Healot
354.
355.
356.
Traditional
357.
Body Massage
358.
P 380.00
359.
P 400.000
360.
P 350.00
361.
Scalp Massage
362.
P 350.00
363.
P 330.00
364.
P 300.00
365.
Foot Massage
366.
P 350.00
367.
P 380.00
368.
P 300.00
369.
P 280.00
P 300.00
P 250.00
Traditional
Hilot
370.
371. Positioning Strategy
372.
H E A LO T Tr a d i t i o n a l
aims
to achieve competitive advantages over its competitor by providing a
quality massage service at an affordable price. The company also wants
to be the leading provider of different types of Hilot therapy by
introducing to the people not only the benefits the massage offer but also
the recognition it can gain in the international spa market.
373.
374.
As a new player in the spa industry,
H E A LO T Tr a d i t i o n a l
will be adopting an official
company logo for the people to remember us. To create brand equity, the
company will be introducing to the public our business by having
advertisement. We will be using print advertisement like brochures and
fliers, electronic advertisement like website and viral marketing such as
Twitter and other social media.
375.
376.
This will be the official logo of the company
377.
378.
379. Implementation
380.
H E A LO T Tr a d i t i o n a l
will implement the
following plans in line with its marketing and promotional programs:
381.
A. Internal Marketing
Employees will be oriented in companys policy about customer
relationship
Employees will be given extensive professional trainings to
improve customer service
An employee of the month will be chosen to give credits to his
outstanding performance.
Customers will be voting the employee by writing his name on a
piece of paper and the one who receives the highest vote will be the
employee of the month
Questionnaire will be given to the customer to ask for their
feedbacks and suggestions to the service provided
382.
B. External Marketing
383.
1. Introductory Promo
This promo will run during the first week of the
companys operation in which a 10% discount will be
given to all services offered
Brochures and fliers will be distributed during and a
week before the opening
First 5 customers will get free Healot Special Therapy
with the exclusive use of private room
384.
2. Coupons
Free gift coupons valid only for a month will be given to
the first 25 customers that will avail the services at
regular price.
Customers can avail gift coupons at a certain price with
discounts given to a larger purchase of them. They are
valid for 6 months from the date of purchase
The strategy is said to be effective if there are many
coupons remitted by the customer
385.
3. Membership Card
Silver Card
- Valid for 6 months from the date of purchase,
transferrable and gives 5% discount on all other
treatment. Each visit with a member card would
include a 1 -hour body massage of your choice, foot
and scalp massage, easy access of our private room,
use of our lounge, bath robe and towels. We will also
serve you a hot beverage of your choice.
Gold Card
- Valid for 12 months from the date of purchase,
transferrable and gives 10% discounts on all
treatment. Each visit with a member card would
include a 1 -hour body massage of your choice, foot
and scalp massage, easy access of our private room,
use of our lounge, bath robe and towels. We will also
serve you a hot beverage of your choice.
Platinum Card
- Valid for 12 months from the date of purchase, nontransferrable and gives 15% discounts on all
treatments. Each visit with a member card would
include a 1 -hour body massage of your choice, foot
and scalp massage, easy access of our private room,
use of our lounge, bath robe and towels. We will also
serve you a hot beverage of your choice.
386.
387.
4. Advertisement
This is done in order to promote to the public a kind of
service provider that will offer various kind of Hilot
therapy
Use of tarpaulin and signage for brand equity
Brochures and fliers will be distributed within the vicinity
and nearby establishments
A website will be created to inform the people about our
services
Free online advertisement on social networking media
Purchasing of gift coupons can be done at our official
website
This can be effective if many gift coupons are remitted by
the customer
388.
5. Customer Database
The company will continue to update and improve our
customer database. With this, customers will be able take
advantage on our promotion and discounts which will be
sent to them on special occasion.
The strategy is effective if many loyal customers avail the
promotions and discount
389.
6. Packages
For individual package, a P15.00 discount will be given
(ex. A= [350 + 300] [15 x 2] = 620). It includes
combination of the services of your choice.
For group package, a P25.00 discount will be given (ex.
A= [250 + 300] [25 x 2] = 500 x number of persons). It
includes combination of the services of your choice.
This strategy is effective if many individual or group
avail the package
390.
391.
392. MARKETING EXPENSE
393.
394.
1.
3.
Activities/Programs
2.
ation
4.
Introductory Promo/Gift Coupons/Membership Card
Production of brochures, leaflets, gift coupons, and
5.
Distribution of brochures and leaflets
Production of customer survey questionnaire
Distribution of the survey questionnaire and
implementation of the discount promo
12.
Advertisement
Creation of website
15.
Customer Database and Relationship
Management
Updating of customer database
Analysis of data obtained from survey
19.
Total Budget for Marketing Programs
15,00
0.00
membership cards
Alloc
7.
6.
2,000
.00
8.
500.0
0
10.
11. 2,500
.00
13.
9.
14. 18,00
0.00
16.
17. 4,000
.00
18. 2,000
.00
20. 44,00
0.00
