20 17 bath industry marketing plan the first part
Preface and conception of the planning book
As a rising star in the local area, how to quickly gain a foothold in the fierce market competition and realize the profit of the enterprise is an indispensable link in the operation of the enterprise. I think on the basis of elegant hardware environment and excellent service level, combined with the characteristics of our store, it is suggested to lay a good cultural card, make full use of membership system, and adopt a series of planning and publicity activities to improve the popularity and goodwill of Shengjing brand in a short time, which will be recognized and surrounded by society and consumers. Since this project is planned, it is necessary to make a preliminary judgment on the industry, Xuchang industry trend and competitive shops, and have a clear concept of the responsibility of planning, so as to effectively formulate the planning scheme.
I. Planning responsibilities
Improve the visibility and reputation of the enterprise and shape the corporate image; Disseminate the promotion activities of enterprises, raise awareness, increase the number of visitors, promote transactions and promote sales; Planning activity copy and creativity, organizing and implementing large-scale planning activities; The company declared to the outside world; Participate in the organization, management and maintenance of membership activities; Establish and maintain company image system CI and visual identification system VI; Participate in the formulation of market policies; Have a keen observation of market changes, collect and analyze information in time, and draw up promotion plans to provide reference for the general manager and chairman to make scientific decisions.
Second, Xuchang bath market analysis of the same format:
With the development of economy and the continuous improvement of people's living standards and leisure consciousness, leisure bathing units in Xuchang have mushroomed. Features are as follows:
1, there are many similar institutions, but there are not many real big brands and hard brands; At present, the competitions suitable for me are: Bali, C? te d 'Azur, Big Wave, Health Spring, etc.
2. There are not many green, healthy and leisure brand stores. Grand hotels, three-star to five-star hotels all have baths, but they are not green brand stores and provide special services. There is not much real leisure and health significance. However, with the development of the city, similar green bath clubs will gradually increase.
3. Enterprise management tends to be homogeneous and has no personality. Bath center (club) is used for bathing, catering, accommodation,
Massage, fitness and other services are similar, with few highlights and shallow cultural characteristics and connotations.
Third, Venice's current advantages and disadvantages in the East
Advantages: green bath, moderate price, long-term planning, determination to be bigger and stronger, clear goals, effective and timely adjustment of the activities of competitive stores, flexible and effective change of promotion policies.
Disadvantages: the location is west, deviating from the city center; The surrounding environment is general; At present, there are Bali, C? te d 'Azur and big waves. . . Competitive shops; The passenger flow has formed a diversion.
Opportunity: At present, the industry is in the development stage, and bathing, a new leisure lifestyle, is gradually recognized by consumers, with certain living space and good prospects. The construction and occupancy of the surrounding emerging communities will also bring passengers to the clubhouse.
At present, there is a steady rise and a steady decline, and the competition in the same industry is fierce. Competing stores compete for high-end and high-end customers, but the marketing planning and publicity are not strong. The promotion policy only publicizes the customers who enter the store, with little publicity and a small audience; The service attitude of personnel needs to be improved; The service level of technicians needs to be improved; The hardware environment does not meet the best match advertised; Tourism resources are not fully developed; The membership system is imperfect.
Planning case
This case is mainly based on refining and summarizing the selling points, using the applicable media for publicity and promotion, supplemented by certain promotional activities, to develop membership system, in order to achieve the purpose of improving the visibility and profitability of enterprises.
First of all, summarize and refine the corporate image and characteristics, and launch the selling point of Oriental Venice.
Key words:
Green service: the first green comprehensive large-scale bath center; Third, the green project will not be repeated.
Large-scale leisure club: a large-scale bathing club integrating bathing, SPA, leisure, catering, accommodation, entertainment and fitness, which is not limited to the baths understood by ordinary consumers.
Cultural connotation: ① Advocating the concept of culture and fashionable leisure life? Oriental Venice is a brand-new concept and experience of fashion, leisure and healthy life;
Bring you a healthy high-quality life, highlight the selling points of health, and the scientific benefits of bathing: cleaning, fitness (decompression, detoxification), slimming (weight loss, body shaping);
③ A new way of family leisure life: the introduction of the concepts of affection, family and parent-child style.
Membership marketing service: member clubs. It is suggested to lower the entry threshold and manage and maintain VIP members.
Slogan: Five-star service, four-star environment, one-star price, meticulous monthly membership activities, family-like care and service for members, so that you can fully enjoy high-quality leisure life.
Target consumption level (customer level): the middle and high-end income level is dominant, supplemented by high-end income, followed by low-end income. Target consumer groups (customers): ordinary citizens, officials, business owners, bosses, social workers, white-collar workers and tourists.
It is suggested that this project should be gradually popularized and infiltrated to consumers in enterprise newspapers, leaflets, newspapers and services to improve the visibility of enterprises.
2. Planning and promotion in the early stage of opening operation (time node: one month before opening and one year after opening)
This stage is mainly advertising promotion, supplemented by price promotion, membership promotion and activity promotion. In advertising promotion, we should not only pay attention to the phased effect, but also meet the needs of long-term brand promotion. It is suggested to adopt combined publicity. In the early stage of opening, image advertising is the main thing, and after opening, flexible promotional advertising is the main thing to attract passengers.
1, corporate image promotion before opening
Online time: one month before opening, before 1 1- 10.
Media and channels: leaflets, briefings (the third issue), newspaper soft articles.
1. 1 leaflet
Publicity content: store address, telephone number, bathing features, membership policy.
It is suggested that in addition to residential areas and key blocks, it should also be extended to key hotels, hotels and some enterprises and institutions in the surrounding and downtown areas.
1.2 third issue briefing (165438+ 10)
The third section should include bath culture, club introduction (the introduction and promotion of the first selling point of this case), ticket prices during the trial operation, introduction of regional projects, promotion of membership policies, and corporate culture without further introduction.
1.3 Membership policies and promotions
It is suggested to be divided into ordinary members and VIP members.
The ticket price is preliminarily determined, and the competition shop is 48 yuan on the Blue Coast. It is suggested that our price is 38 yuan and the promotion price is 28 yuan.
Ordinary member: Join the club with mobile phone number or other contact information and enjoy a 10% discount on the ticket price. Every time you spend, you can show your mobile phone number to register (whether you are in person or not) and accumulate points. Send our promotion activities with our mobile phone number every time and send birthday wishes to members. Tickets are free on birthday.
Promotion activities, one belt and one belt to promote membership system, that is, members introduce another person to join the club, and the old members are free of charge and valid for a long time.
VIP members: VIP members, that is, VIP card holders with prepaid cards. Enjoy a 20% discount on tickets, and send preferential activities if the consumption settlement is less than 20%. Anyone who buys a membership card over 10000 yuan can enjoy a mid-range pedicure for free every time during the validity period.
20 17 Bath Industry Marketing Plan Part II
First, the steps of service marketing planning
1, make a good service marketing decision. Service marketing decision-making is the forerunner and foundation of planning, and usually the decision-making content is divided into the following parts:
(1) service element decision. Understand the customer's requirements for service items according to market research, and rank them according to their importance. Importance is the basis of determining the service elements of bath center. In addition, special attention should be paid to the characteristics of enterprise elements.
(2) Service level decision. Improving the service level cannot refer to all projects in general. We need to classify according to the requirements of customers and the achievements of various service level projects, so as to clarify the projects that should focus on improving service level.
(3) Service form decision, including service factor pricing and service factor providing channels.
2, service marketing planning steps
(1) customer segmentation and accurate positioning
Different from traditional commodity marketing, the segmentation of service marketing focuses on customers' expectations rather than just their needs. After subdivision, customers can be divided into different levels according to their values and service costs, and we can know which areas can be replaced by low-contact services. How to apply service capability to several customer sub-markets first; Know how to involve customers in the service delivery process and manage it.
(2) Understand customer expectations
Customer perceived service quality = actual service quality-customer expected service quality. Pay attention to the most important customers, find out the gap between the excellent service in the bath center's mind and their expectations, and then try to narrow this gap.
(3) Set customer expectations. Draw up a communication plan to make the service level expected by customers slightly lower than that provided by the bath center.
3. Make plans and organize their implementation.
(1) Set targets according to market research and customer expectations.
(2) Make a detailed plan after determining the activities, and work out the division of labor and detailed arrangement at each stage, as well as the workflow plan that must be completed at each time point and time period.
(3) Service marketing activities should be like making a big article, with a foreshadowing and climax, and feedback after the end.
1, "Without satisfied employees, there will be no satisfied guests." Bath center service marketing should focus on people-oriented.
For bath centers, having excellent employees is the key to win and retain excellent customers. "Without loyal employees, there is no job.
Basically, it is impossible to have loyal customers. "Bathing centers should treat employees as internal customers and serve employees' self-realization. Managers should tell employees the market goals that enterprises should strive to achieve, and guide employees to be guided by the customer needs of the market segments selected by enterprises. We should provide the service personnel with the training, autonomy and support they need. In this way, we can ensure that their important but often brief contact with customers can produce satisfactory results. "Management is a service." Only when internal services are improved can the quality of external services be improved. Satisfied employees can provide satisfactory products and services for bath center guests, and finally win the satisfaction of guests.
At the same time, we should attach importance to all-staff marketing. Employees who have not worked in sales positions before and have high contact with customers are now required to master some sales skills. This may require the receptionist or cashier at the reception desk of the bath center to sell new services to customers, or refer customers to a sales manager.
2. Pay attention to the relationship between "product support service" and "bath center image service". The former refers to services around products, while the latter refers to services around corporate image building; The former shows the direct additional benefits to a single product, while the latter shows the additional benefits to the bath center; The former directly promotes sales while the latter indirectly promotes sales. If the two are organically combined, the sales effect will be better.
3. The key to pre-sales service is to establish a good first impression, based on publicity, public relations, inspiration, guidance and consultation. The key to after-sales service is communication, negotiation and persuasion, which is based on politeness and enthusiasm. The key to after-sales service is persistence, trustworthiness and practicality, based on convenience, thoughtfulness, economy and affection.
4. Establish a tracking system and provide additional services.
(1) Attach importance to the service tracking system.
For the bath center service where countless different service personnel deliver multi-element products, it is best to have a special person responsible for tracking all parts of the system according to the market division, so as to solve the practical problems of customers and seize the business opportunities of each cooperation.
(2) Providing additional services
Conventional customer management system, "golden key" service, customer theme association, consumption bonus system, brand strategy with cultural connotation, and regional promotion service.
20 17 Bath Industry Marketing Plan Part III
1 >, summary of initial market development
Taking the market as the premise of enterprise management is one of the necessary foundations for rapid development and occupation of the market.
It is the purpose of promotion to guide customers to spend again in the opening promotion stage. Among them, the significance of guiding consumption is more directly reflected in activities.
Appropriately increasing the content of customer experience is helpful to market development. The specific measures to ensure the smooth progress of promotion activities and market development in the early stage of opening are the implementation results of the workflow and service standards of various departments and their coordination.
Training (especially supervisor training) is a necessary guarantee for starting a business. Judging from the current training situation, the marketing plan is difficult to implement. It is manifested in the low quality of employees, poor personal image and great gap in service standard consciousness. Therefore, the work of the club should focus on training, and it is more important to simulate the actual operation.
Determine market positioning and challenge risks. A traditional slogan of experience is called. High, medium and low. Good quality and low price? In fact, you may not know what you are running. When we design and produce a large number of products, we must have different market positioning principles for product categories. 2 > The initial market development means:
A. Customer point: The market has a wide range of development, is easily accepted by customers, and has a high return on customers. In the form of reward, it wins customers' favor with commodity quality and commercial reputation.
Customer consumption points are automatically completed by the computer management system. 0 Prepare bonus rules, and draw up 8 grades and 8 reward project codes.
One of the key points is to select the prize catalogue as the well-known goods or products produced by the club and print a beautiful manual.
The integral consumption is defined as: every time you buy any product or service 10.00 yuan, the integral is 1 minute. When the accumulated points reach 65,438+0,000, the customers with points will be automatically upgraded to VIP guests of the club, and enjoy the free bathing in the lifelong hall and 50% discount on rooms provided by the club (application is required, which meets the conditions of the club).
? The reward value of the integral is 6%- 10% of the consumption amount corresponding to the integral.
? Introduce the integral plan to the managers and supervisors of all departments through training, and pass the integral workflow. ? Design and printing of overall related materials.
? Selection and purchase of gifts.
? Selection and display of display position of integral award.
B, customer member stored-value card:
? Mainly through the club relationship, in a specific range of tourists, develop a tourist market with great consumption potential. Can be more favorable terms, absorb customer spending funds, accelerate the recovery and flow of club investment.
? The customer's stored value is drawn up as the first input amount: 500.00 and 1000.00. The preferential measures of 500.00 yuan are: 30% discount on tickets and 30% discount on room fees (except VIP rooms); Towels are not included.
The preferential measures for 1000.00 yuan are: 10 tickets are free, and the overall room rate is 60% off; Towels are not included.
2) Consider the marketing plan.
1 >, regional marketing refers to the preferential treatment given to guests in a certain consumption area.
(1) Bathing: A: If you spend more than 100 yuan, you will be given a bath coupon.
B: Massage after 1: 00 in the evening, rest in private rooms, free of charge.
(2) Art Performance A: Vouchers are drawn regularly in various regions.
B: Select loyal guests and distribute souvenirs.
C: Auction and Audience Participation Award
2 > Seasonal marketing refers to the reward strategy for each festival in a one-year cycle. Large-scale activities are planned to be held seven times a year: the first day of the first lunar month, Labor Day, National Day, New Year's Day, Mid-Autumn Festival, Christmas Day,
Store celebration. Activity form:
A: The strong emotional layout of related festivals.
B: gift distribution activities
C: A sumptuous dish.
3 > Long-term marketing activities refer to preferential sales activities held throughout the year.
(1) membership is the main marketing item of our store. How to become a member:
A: Customers who buy stored-value cards with a price exceeding 65,438+0,000 yuan will become members of our store. B: Spend a total of 10000 yuan to become a member.
Rights and interests enjoyed by members:
A certain discount
Birthday cake.
C: Free physical examination twice a year.
D: Family consumption on major holidays.
(2) Establish a bonus plan system.
According to the consumption level of the guests, when the points reach a certain level, we will give corresponding prizes to attract more loyal guests and keep the overall marketing of our club at a higher level.
3) Characteristics of commercial services
1 Heping Square
(1) Set up a professional security team to provide warm service to guests during peak hours.
(2) Provide parking and car washing services for guests.
2. Hall
(1) Family-friendly service, 2 guests welcome, 45-degree bow greeting guests coming and going,
Sweet and gentle language embodies the dignity of the guests.
(2) With soft and brisk background music, create a warm and elegant atmosphere in the lobby.
(3) The assistant manager of the lobby handles the guest complaints at 24 o'clock.
(4) Set up a water bar for guests to rest temporarily and wait for people, and provide hot and cold water and beverage services.
3. Shoe room
(1) Provide sofa or seat attendant to change shoes for guests.
(2) Provide free cleaning for guests who don't shine shoes, and provide leather shoes maintenance service.
(3) provide shoehorn service.
(4) Prepare children's slippers.
4. cloakroom
(1) Set up a clothes brush, which customers can use to clean their bodies after changing clothes.
(2) There are more than two kinds of facial oil, perfume and conditioner on the dressing table.
(3) dressing room settings? A sewing kit? Service, free custom-made buttons, sewing clothes and brazing services for guests.
(4) 24-hour dry cleaning and washing service.
(5) Various commodity container services.
5. Bathing area
(1) The sauna room is equipped with chess and cards for guests' entertainment.
(2) Bath auxiliary products include aromatherapy bath, balsamic vinegar bath and toothpaste bath to meet the fashion needs of guests.
(3) Women's bath made a fuss about the wooden basin hydrotherapy, and introduced various bath methods such as flowers, milk, aloe, green tea and glutinous rice.
(4) Equipped with bathing facilities for children and the elderly.
(5) Free tea eggs, ice cream and fruits in the waters.
6. Change clothes for the second time
(1) The waiter treated the guests with a bath towel.
(2) Carry out foot-wiping service, wipe feet after bathing for guests and replace dry slippers.
(3) Bathrobe and disposable bathrobe of model size are available for guests to choose from.
(4) Store disposable bathrobes for customers free of charge.
7. Room
(1) Divide rooms into advanced business rooms, standard rooms, chess and card rooms and ordinary rooms.
(2) The superior business room has complete supporting facilities, providing business services such as film and television, Internet and meeting guests.
(3) Time charging and standard charging mode are implemented for different guests.
(4) Free newspaper service.
(5) Provide food delivery service.
8, health massage
(1) Focus on characteristics and sunshine management.
(2) Technicians have good service and technical ability.
(3) Use the pedicure room to provide medicine and aromatherapy foot bath services.
(4) Innovating massage methods, consolidating the technical leading position of existing massage methods in the market, selecting featured massage, realizing technical monopoly, inviting massage masters and increasing advantages. 5) beauty salon
1. Business hours: 10: 00-22: 00.
2, the famous teacher is in command and attracts guests.
3. Carry out new beauty concepts and provide beauty slimming services.
V) Others
1. Carry out transparent service, and all front-line employees will implement number reporting service, so that customers can spend more clearly and master the service status of employees who agree with the services provided.
2. Carry out guest file service-register the identities and hobbies of customers who have spent a long time in our store and distribute souvenirs on festivals or anniversaries.
3. Establish a guest feedback card, collect and record the guests' opinions on good suggestions or improvement measures every day, and list customers as members of our store and enjoy preferential treatment.