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Sunflower studio

20051February

Marketing planning scheme of pedicure health pavilion with love of hands and feet

I. Background

Experts assert that the way of health and leisure in China is undergoing great changes. Traditional Chinese medicine health care and green consumption have become the general trend, which will surely become a new wave of health care hotspots and a platinum industry in 2 1 century. Whether it is to prevent and treat diseases, eliminate fatigue or whiten skin, foot health care is favored by people of different ages, levels and places. Nowadays, more and more urban white-collar workers have joined the pedicure. They got rid of their long-standing prejudice and took a liking to pedicure. Pedicure has gradually become a popular new fitness therapy.

In recent years, with the rapid development of Zhenjiang's economy and the improvement of people's living standards, people have long been dissatisfied with the richness of material life and turned to pay more attention to spiritual enjoyment, and pedicure, which integrates health care and leisure and entertainment, has become their "new favorite", making pedicure shops in Zhenjiang mushroomed in recent years. According to statistics, there are about 30 pedicure and foot bath shops in Zhenjiang city, which does not include some. In the past, the pedicure market was mostly small or informal shops, which made the pedicure industry leave a very bad impression on the public. However, in recent years, some middle and high-grade pedicure shops have appeared in Zhenjiang (such as Shuzhi Health Care and Great Wall Foot Bath), including some large chain stores (such as Liangzi, Taihe Road and Su Yang). These shops have skilled masseurs, good environment and service level, many years of management experience, and in line with the purpose of customer first, they are increasingly loved by Zhenjiang citizens.

Pedicure is a traditional way of health care, and the business purpose of Zu Zu Pedicure Health House is to fully tap the potential of pedicure, so that pedicure can truly achieve the purpose of preventing and treating diseases. Not just for fun. The unique style of this shop is guided by the meridian theory and dialectical principle of traditional Chinese medicine. In addition to retaining the essence of ordinary pedicure, it is superior to ordinary pedicure in manipulation, foot bath, positioning, acupoint selection, individual adjustment and function, and can play a better role in conditioning and treatment. This is in a leading position in the whole Zhenjiang market at present.

However, after investigation, we found that the Hand-Foot Massage Health Center did not open the market and establish its popularity because of its short opening time and insufficient publicity in the early stage. In addition, the corporate image positioning is not clear enough. People refer to brotherhood mainly through its external image (such as storefront design), but little is known about its products and services. Moreover, brotherhood has not adopted appropriate promotion strategies so far, which makes it in a passive position in the face of the market. In view of the above reasons, it is urgent to carry out targeted market planning to solve their own shortcomings and improve their competitiveness.

Second, the marketing planning objectives

In order to solve the shortage of pedicure health house, combined with the market survey results, aiming at the segmentation differences of target market, we have planned the future market promotion of pedicure health house, mainly achieving the following objectives:

1, improve the pertinence of publicity activities, pay attention to the differentiated needs of market segments, choose the right media for target customers at the right time, maximize the advertising coverage of enterprises and improve their visibility;

2. Grasp the market opportunities found in the market survey and improve the market share of enterprises;

3. Through publicity and promotion activities, the product advantages of the enterprise will be effectively passed on to the target customers, and a unique corporate image will be created.

Third, the market analysis

The pedicure market in Zhenjiang is in the growth stage, and the sales growth mainly comes from traditional areas. The location of brotherhood has regional advantages and the sales growth prospect is optimistic.

Faced with two central problems:

(1) How to improve the loyalty of young people and old people without changing the target market of middle-aged people;

(2) How to keep the growth momentum when other pedicure shops are developing like mushrooms after rain;

According to the relevant conclusions of market survey, the market images of consumers, competitors, enterprises and advertising effects are analyzed.

Consumer analysis

1. According to people's impression of pedicure and consumers' gender and age, analyze Zhenjiang citizens' acceptance of pedicure;

In the survey, we found that Zhenjiang citizens have a bad impression of pedicure industry, and ordinary citizens often associate it with entertainment and improper consumption. Even in the sixties and seventies, there was great prejudice in the hearts of strangers, especially female consumers. It can be considered that in second-tier cities like Zhenjiang, conservative folk customs, long-term economic development and long-term inherent consumption habits are the reasons for this prejudice; At the same time, improper operation of the pedicure industry itself is another important reason. At this point, the so-called meridian theory and dialectical principle of traditional Chinese medicine advocated by brotherhood can be accepted by most people, which makes it gain a good reputation among some consumers, especially the elderly. Moreover, with the development and opening up of Zhenjiang's economy and culture, this industry is being accepted by more and more people, so the development trend of brotherhood will be on the rise with the trend of the whole industry.

2. Analysis of foot massage consumption purpose and consumption habits of Zhenjiang citizens.

As far as consumers' consumption purposes are concerned, health care and stress relief play the most important role in all consumption purposes, which are similar among consumers of different ages, occupations and consumption patterns. However, behind this phenomenon, we found another problem. Due to the conservative consumption concept and the limitation of consumption level, the average consumers in Zhenjiang have low pedicure consumption frequency and low cost, and the profits earned by merchants from these consumers are actually very small. However, white-collar workers who are under pressure from private entrepreneurs spend more frequently. Enterprises can publicize this group to attract them. Once they become loyal customers, they can bring considerable profits to the enterprise.

3. Analysis of foot massage consumption price of Zhenjiang citizens.

According to the survey, the consumer price of foot massage of Zhenjiang citizens basically belongs to the lower-middle level. In fact, we should pay attention to the 80/20 principle of this industry, that is, 80% of the profits come from 20% of consumers. It is also based on this principle that although the brothers and sisters advocate TCM health care therapy and take health care as their business characteristics, they have never given up this part of "leisure and entertainment" and "fashion-oriented" customers. Most of these customers are groups, spending at public expense, with low price sensitivity and frequent consumption. So it is unwise to cater to low-consumption customers blindly. Brotherhood can improve the service and maintain the characteristics on the basis of maintaining or appropriately raising the price, that is, advocate the wind of "Chinese medicine health care" in the middle and high-end consumption field.

(2) competitor analysis

1. Yoshiko is in a leading position in Zhenjiang market. According to the survey, the most frequently mentioned pedicure is Yoshiko.

As one of many followers of Yoshiko in Zhenjiang market, there is no obvious difference with Yoshiko in scale and technology. Consumers trust yoshiko. On the one hand, the reason is undoubtedly that Yoshiko has a high reputation as a national pedicure chain enterprise. On the other hand, Yoshiko is more professional in software and hardware factors such as shop setting, service quality and pedicure effect. What brotherhood should do now is to follow closely and shorten the gap.

2. The location of bathing and pedicure places is superior, which provides convenience and stimulates extra consumption.

Bath plus pedicure is a traditional concept of pedicure, and its convenience makes it popular with consumers who attach importance to leisure and entertainment. However, in view of its own scale, catering to such a business model is not good for brotherhood; What brothers and sisters can do is to learn from the advantages of this model and provide products to consumers after integration. For example, brothers and sisters can consider setting up some low-cost package services (if they spend a certain amount, they can give away another service for free). ) or extra services (such as providing shoeshine, changing insoles and providing fruits for each customer). ) to grab some customers and increase market share.

Fourthly, the SWOT analysis of the Brotherhood.

The Brotherhood faces the following problems:

(1) The survey shows that customers' evaluation of foot massage service is not high;

(2) The enterprise has not been established for a long time and has no strength to open new outlets;

(3) The competition among competitors is fierce;

(4) The response of advertisements and other activities made by senior brothers and sisters was mediocre;

(5) The quality and service level of pedicure market are not high;

In view of the above problems, brotherhood can only solve the problems of enterprises after comprehensively analyzing the internal and external environment of enterprises. The following analyzes the enterprise from the market opportunities, threats and the advantages and disadvantages of the enterprise itself.

(1) Market opportunities

1. Today, Zhenjiang is a modern and open city and a new city in the Shanghai-Nanjing Economic Corridor. Zhenjiang has excellent development conditions and excellent investment environment, and has comprehensive advantages in market, port, transportation, water, energy, land and talents. In the Yangtze River Delta, the most striking feature of Zhenjiang is its vast market. Zhenjiang is located in the center of the Yangtze River Delta, at the intersection of Shanghai economic circle and Nanjing metropolitan area, with a large radiation radius and the most economical and effective investment.

With the rapid development of Zhenjiang's economy, the living standards of Zhenjiang residents are constantly improving. In 2004, the income of residents in the city increased substantially. The average wage of employees on the job 17736 yuan, an increase of 16.2% over the previous year. The per capita disposable income of urban residents was 10858 yuan, an increase of 14.9% over the previous year, and the per capita living consumption expenditure was 7374 yuan, an increase of 5.8% over the previous year. The per capita net income of farmers was 5372 yuan, up by 13.5% over the previous year, and the per capita consumption expenditure was 3683 yuan, up by 9.9%. Per capita savings deposit 14538 yuan, an increase of 1879 yuan over the previous year. The per capita use area of urban housing is 17.27 square meters, and that of rural housing is 42.85438+0 square meters.

With the rapid development of Zhenjiang's economy and industry, the development of service industry is particularly noticeable. The service industry, also known as the tertiary industry, is an industry gradually developed after the material life of human beings is rich. The development status and level of service industry is an important symbol to measure the economic development level of a country and region, and reflects the economic development stage of a country and region. The service industry is playing an increasingly prominent role in the development of national economy.

With the rapid development of science and technology and the great enrichment of material foundation, people's demand for health has become the first need of life. With the accelerated pace of people's work and life and the steady improvement of living standards, the number of sub-healthy people in China is increasing day by day. As a traditional Chinese medicine health care method, professional pedicure is becoming a trend and fashion for modern people to eliminate fatigue, sub-health, enhance human immunity, prevent diseases and care for leisure. With the improvement of people's health awareness, pedicure, an active and selective health consumption, is becoming a new way for people to keep fit. What is more gratifying is that professional foot health care is becoming the first choice for personal health care all over the country! Moreover, consumers are easy to form habits and dependence on pedicure. The pedicure market has broad prospects. The brand-new concept of "sunshine operation, standardized operation" of the foot massage health house has won the trust of consumers.

2. The development of Zhenjiang pedicure market is not perfect. Besides the pedicure massage health center, there are many other pedicure centers and foot health centers in Zhenjiang. Various service forms are flooding the whole pedicure industry! Mainly includes:

(1) Traditional Chinese medicine foot bath and health care service are the main ways;

(2) Foot massage service under the guidance of TCM health care theory;

(3) Individual grade assignments are equipped with one-legged care products such as seaweed and incense;

(4) vicious price competition caused by poor service items;

(5) Functional limitations of traditional tools and unscientific disinfection methods;

(6) Hygienic conditions with hidden dangers of cross infection;

(7) Lack of effective treatment for foot diseases;

(8) The service process lacks industry standards.

It's amazing! In such a big market, people urgently need a systematic and comprehensive foot service project! Because of this, the relationship between brothers and sisters is facing a wide range of applications, and the market prospect is very broad, and the pedicure market has great development potential.

(2) Threats-fierce competition from competitors.

In addition to pedicure health house, there are other pedicure shops that have mushroomed in Zhenjiang in recent years, sharing this fertile soil with pedicure. According to statistics, there are about 30 pedicure and foot bath shops in Zhenjiang city, which does not include some irregular and countless pedicure and foot bath shops. In the past, the pedicure market was mostly small or informal shops, which made the pedicure industry leave a very bad impression on the public. In recent years, some middle and high-grade pedicure shops have appeared in Zhenjiang (such as Shuzhi Health Care and Great Wall Foot Bath), including some large chain stores (such as Liangzi, Taihe Road and Su Yang). These shops have skilled masseurs, good environment, high service level and many years of management experience, which are bound to compete fiercely with brotherhood.

(3) Advantages:

1, the consumption potential of residents in brotherly places is huge.

Daxi Road and Li Dian Road in Zhenjiang are busy streets. There are many shops on both sides of the road. The Brotherhood is in the middle of Daxi Road, near the intersection of Li Dian Road and Daxi Road. The geographical location is excellent and the traffic is quite convenient. There are a large number of office buildings, office areas and residential areas around the Muslim Brotherhood. Yihai Jiayuan and Jingrun International Garden are two representative communities. Yihai Home and Jingrun International Garden belong to high-grade residential areas with elegant environment and luxurious decoration. Those who can stay here are people with higher incomes. Their consumption level is relatively high and they pay attention to the quality of life. They pay attention to health care and relieve stress. For brotherhood, developing high-consumption groups is an incomparably broad business opportunity. The surrounding office buildings are also a vast market.

2. The store environment is elegant

The whole store is divided into one or two floors, ranging from two rooms to five rooms. The decoration of private rooms is elegant and unique: all carpets, and each private room is equipped with air conditioning, color TV, folding sofa, flowers and so on. , complete items, elegant environment. There is a big private room on the first floor, surrounded by screens, which is antique. There are exquisite fish ponds, layered rockeries and free-swimming goldfish, which make the whole hall pleasing to the eye.

Employees in the store wear uniform work clothes and greet customers with polite smiling faces. The hostess welcomed the customers into the private room, soaked their feet with liquid medicine prepared from various precious medicinal materials, and then the professional masseur provided warm and thoughtful service for the customers.

disadvantaged

1, the enterprise is still immature.

The enterprise has just been established, and its anti-risk ability is weak and its organizational ability is not very strong. Compared with Yoshiko's foot bath, brotherhood has many disadvantages. Liangzi Foot Bath Group is a franchise enterprise. Franchisees can take advantage of the technological advantages of the franchise system to reduce the business risks of franchisees. Joining enterprises can get strong brand support and stick to the cost of starting a business. Franchised enterprises can also share the latest achievements of technological development in the headquarters and gain the support of other members in the franchise system. As an independent small retailer, Brotherhood does not have the above advantages, because it has many difficulties in the process of development.

2. The market positioning is not clear enough.

With the rapid emergence of many pedicure shops in Zhenjiang market, some enterprises have cultivated relevant characteristics for their products in many aspects in order to make their pedicure business stable enough, and established a certain market image. For example, Liangzi Foot Bath has positioned pedicure as health care, and has carried out a lot of publicity in this respect, thus forming a special preference in the eyes of customers. However, Brother Company did not establish the distinctive features of enterprises and products, but blindly followed the market leaders, and did not find that its products were more competitive than its competitors, so it failed to leave a deep impression on consumers.

3. Insufficient publicity and low visibility.

According to the survey data, the popularity of brotherhood is less than 50%. The survey found that 94 people knew about brotherhood when they passed by, 80 people were recommended by others, and few people knew about brotherhood through other advertising media. The propaganda method of brotherhood is single, and since the establishment of the enterprise, it has mainly advertised on buses. This advertising method can indeed save costs, but from the survey results, the effect of this advertising method is not obvious. Only 4% people know about brotherhood through bus advertisements, which undoubtedly proves that bus advertisements are a failure. Insufficient publicity leads to low brotherhood.

Based on the above four aspects, it is found that the market opportunities of brotherhood outweigh the threats, and the advantages outweigh the disadvantages. As long as reasonable marketing strategies are adopted, the market advantage will be maintained and the market share will be increased. There are many opportunities and few threats in the external environment of enterprises, and enterprises have competitive advantages in market competition, so enterprises should adopt expansion strategy; Carry out various activities, strengthen advertising, in order to improve the visibility of enterprises, attract customers, form a specific image in the minds of consumers and maintain their advantages.

Verb (abbreviation for verb) action plan

(1) Main activities

1, strengthen the promotion activities for middle-aged people and improve their loyalty;

2. Market segmentation, target market determination, differentiated positioning and promotion for young people and the elderly;

3, using a variety of promotional means to promote sales.

(2) Specific measures

1, advertising strategy

I. Publicity theme

"Caring for health starts with the feet; Caring for your feet begins with brotherhood. "

B, publicity objectives

(1) Middle-and high-income groups with high work pressure;

(2) middle-aged and elderly people who believe that pedicure can cure diseases and prevent diseases;

C, publicity focus

(1) The business advantage of the enterprise-unique pedicure formula, which has the effects of preventing and treating diseases, whitening and caring skin.

(2) excellent brotherly service, exquisite technology and beautiful environment.

D, publicity media

According to different target customers, different media should be used.

(1) During the investigation, it was found that drivers are a group with great potential for pedicure demand. They basically earn money by their feet all day, so it goes without saying that they should cherish their feet. The best media for this kind of customers is broadcasting, and the best radio station is "Jiangsu Traffic Broadcasting Network" (10 1). In addition, there is another kind of people who are suitable for broadcasting-the elderly. According to the survey, the "professional hotline" broadcast by Zhenjiang People's Broadcasting Station's news comprehensive frequency (FM99.4, AM900) is deeply loved by the elderly because it is closely related to life. Brothers and sisters can use these two programs for publicity;

(2) For middle-income and high-income women, it is suitable for publicity in some best-selling magazines, easy and women are more suitable for brotherhood, and housewives prefer bosom friends and modern families;

(3) For men with good income, they can advertise in newspapers and magazines that men are interested in, such as Friends of Cars and China Business News.

(4) In addition, for ordinary customers, the best media choice should be TV, and programs with high ratings should be broadcast before or during the program.

E, publicity time

(1) Using radio publicity, the advertisements inserted in Jiangsu Traffic Broadcasting Network are aimed at drivers. Generally speaking, it is better to choose the time period of 2 1.00-22.00 in the evening, because this is the time when drivers are ready to call it a day, and they will feel very cordial and eager to hear the advertisement of brotherhood. Advertisements for the elderly can only be inserted during the broadcast time of the "hotline" with comprehensive news frequency;

(2) The same is true of newspapers and magazines, which are published in every issue;

(3) The TV ratings of the TV series of Zhenjiang Satellite TV are higher every night, usually 19-22.

2. Promotion strategy

(1) Hold the "Free Voucher Service" activity.

A. Purpose of the activity

By providing free services for ordinary workers, the visibility and reputation of enterprises can be improved.

B, publicity methods

In addition to the above media publicity activities, you can also inform the target population by distributing leaflets.

C. Detailed rules of activities

(1) On June 65438+ 10/day, 2006, teachers and drivers can go to the fraternity once for free with their teacher's license and driver's license;

(2) Teachers and drivers can spend once for free on my birthday with my work permit and ID card, and cannot repeat the first point.

(2) Issuing membership cards

A. If the gold card costs more than 10000 yuan, you can enjoy a 20% discount and extra services when you become a member of the Brotherhood Gold Card;

B, the consumption amount of the silver card reaches 5,000 yuan, and you can enjoy a 15% discount when you become a member of the brotherhood silver card;

C, VIP card spending more than 1000 yuan, will become a fraternity VIP card member, can enjoy a 10% discount;

D. If the consumption amount of ordinary membership card reaches 100 yuan, it will become an ordinary member of brotherhood and enjoy a 15% discount.

(3) Providing coupons

For customers who have never spent pedicure or brotherhood, provide coupons to urge them to spend brotherhood.

3. After-sales service

For customers who have spent money on brotherhood, they should pay regular visits to ask their opinions on brotherhood and reward consumers who give valuable opinions. This move aims to show that the Brotherhood attaches importance to its members, thus enhancing customer loyalty.

Activity schedule of intransitive verbs

1, advertising campaign

From February 2005, 65438+ to May 2005, 65438+ put advertisements on radio, magazines and TV for nearly a month, and investigated the advertising effect among new customers. For the publicity forms that have not achieved the expected results, either increase investment or make choices.

2. "Free Voucher Service" Activity Time

From February 25, 2005 15 to 3 1, a week-long publicity campaign was conducted.

Seven. budget

Activity Project Key Date Quantity Expense (Yuan)

Media promotion advertisement 65438+February15-February 10+00000

Free voucher service 65438+February 3, 20001-65438+1October 26.

Coupon 65438+February 25th-15 February 500 pieces (20 pieces/piece)

Membership card 65438+February 25th-65438+1October 27th 100 (sheet) 500.

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