Ceylon Spa: Marketing Plan and Business Strategy for Spa Development

This business plan details the establishment and operation of Ceylon Spa in Nugegoda, Sri Lanka. It includes an executive summary, financial projections, vision and mission statements, and a comprehensive analysis of services offered such as massages, facials, manicures, and waxing. The plan incorporates a situation analysis using PEST and SWOT analyses, market analysis including STP and marketing mix strategies, and an implementation plan with marketing organization details. Financials cover start-up costs and revenue forecasts, while the marketing plan focuses on segmentation, targeting, and positioning to gain market share. The plan also addresses competitive advantages, market targeting, and positioning strategies. The implementation section outlines marketing organization and evaluation & control mechanisms, including performance standards and monitoring procedures. The document is designed to guide the spa’s growth and development, aiming to provide a relaxing atmosphere and high-quality services to a diverse customer base, capitalizing on the urban location and lack of direct competitors.

Contents
1. Executive Summary............................................................................................................2
3. Financials............................................................................................................................4
4. Vision & Mission................................................................................................................6
Vision.....................................................................................................................................6
Mission...................................................................................................................................6
4.1 Keys to Success................................................................................................................6
5. Products and services..........................................................................................................7
5.1 Massages...........................................................................................................................7
5.2 Facials...............................................................................................................................7
5.3 Manicures and Pedicures..................................................................................................8
5.4 Waxing.............................................................................................................................8
6. Situation Analysis...............................................................................................................9
6.1 External Analysis – PEST Analysis.................................................................................9
6.2 Internal Analysis.............................................................................................................10
SWOT Analysis....................................................................................................................15
8. Market Analysis................................................................................................................17
8.1 Marketing strategies.......................................................................................................17
8.1.1 Segmentation, Targeting and Positioning (STP).....................................................18
8.1.2 Competitive Edge....................................................................................................19
8.1.3 Market targeting.......................................................................................................20
8.1.4 Positioning...............................................................................................................20
8.2 Marketing Mix................................................................................................................20
9. Implementation.................................................................................................................23
9.1 Marketing Organization..................................................................................................23
10. Evaluation & Control....................................................................................................24
10.1 Performance Standards and Financial Controls...........................................................24
10.2 Monitoring Procedures.................................................................................................24
M.M.F.Nuzha

1. Executive Summary
This business plan provides detailed financial statistics, it includes the basic strategic
information essential for initial formation and operation of Ceylon Spa. This document
outlines the schemes for business growth, methods, procedures for operation, and
infrastructure management. Ceylon Spa aims to be the best spa in the City, Nugegoda. Over
an exclusive amalgamation of offered services and products, they will speedily gain market
share. Ceylon Spa will offer customers with a relaxing, refreshing atmosphere where all of
their mind and body needs can be encountered.
Ceylon Spa offers an extensive assortment of mind and body soothing services and products.
The Spa aspect of the business will offer both males and females with many type of body
massage, facials and waxing. We offer a full range of facials, skin and hair care and spa
treatments for the needy. This is all done in a calming, peaceful setting. Our specialized and
friendly staff attempts to offer you nothing but the best customer service, products and
treatments available. We focus on assembly each customers visit with us pleasant, enjoyable,
and relaxing mind set.
Nugegoda is one of urban city which consists of a huge populations. Not only that but also
there are so many Public & Private Firms, & Educational & Tuition Centers. By considering
above reasons it will create more opportunities to Ceylon Spa. Also there are no any other
Spas available & one saloon is situated near to Ceylon Spa.
After taking into account all these reasons our group decided to make marketing Plan for
Ceylon Spa to develop our sales with gratified customers & to provide better quality service
than competitors.
We have segmented our market in to five aspects as Females & Males depending on their
ages; ages of 20-25, ages of 25-35, ages of 35-55, ages of 55-65 and ages of above 65. To
offer numerous services like skin treatments, facials, waxing & so on with the purpose of
treating our customers in better manner.
Within next year our expectation to improve our sales by 10% & attract more customers to
the Ceylon Spa.
2 | P a g e

2. Introduction
This Marketing Plan for Ceylon Spa was carried out to improve our current status by
ominously growing profit through providing valuable facilities to our newly joined customers
& upcoming customers.
So here first we examined current situation of Ceylon Spa while conducting market analysis.
On the other hand we tried to identify the political, economical, social & technological
factors by using PEST analysis. An evaluation of the company’s internal strengths and
weaknesses and external opportunities and threats helped as the foundation for this strategic
analysis and marketing plan. The plan emphases on the company’s growth strategy,
signifying ways in which it can build on prevailing customer relationships, and on the
development of new products and/or services directed to specific customer places.
Furthermore we set some marketing objectives for Ceylon Spa which will be accomplished
within next year. After that we established strategies by using STP & 7Ps’ to achieve those
objectives that are formerly set.
To conclude for the control part we forecasted budget for the following year & it’ll give track
to how to succeed finance for modifications which needed for the proper implementation of
this marketing plan.
3 | P a g e

3. Financials
Ceylon Spa has estimated significant sales revenues by year two. As well in year two the
business will reach profitability before taxes. Ceylon Spa is a sensational business that
delivers an amalgamation of sought after services that are not formerly open by a direct
opponent. Ceylon Spa will deliver a comforting, peaceful setting for an assortment of mind
and body simulation services for the prosperous City Nugegoda.
The goals of our company are to be profitable and build a merchandise route through name
recognition. It is the immediate goal to launch an additional product line into the beauty
market, while the long-term goal is to go public with several health club facilities and an
active product line.
Start-up Costs.
One-Time Start-Up Costs
LKR
Downpayment 300,000.00
Office furniture 100,000.00
Computer hardware and software 50,000.00
Setup, installation and consulting fees 60,000.00
Business cards and stationery 20,000.00
Decorating and remodeling 50,000.00
Fixtures, counters, equipment & Installation 200,000.00
Starting inventory, raw materials, tools, etc. 100,000.00
Deposits with public utilities 50,000.00
Legal and other professional fees 50,000.00
Business licenses and permits 20,000.00
Advertising and promotion for opening 10,000.00
Rent & security deposit (3 months’ rent) 60,000.00
Subtotal 1,070,000.00
4 | P a g e

Salary of owner-manager 160,000.00
All other salaries, wages, & commissions 75,000.00
Payroll taxes or self-employment tax 20,000.00
Rent 20,000.00
Advertising (print, broadcast and Internet) 5,000.00
Postage & shipping costs 5,000.00
Supplies (inks, toners, labels, paper goods, etc.) 3,000.00
Telephone 5,000.00
Utilities 5,000.00
Website hosting and maintenance 2,000.00
General business insurance 10,000.00
Inventory, raw materials, parts 25,000.00
Miscellaneous 75,000.00
Subtotal 410,000.00
Calculate total start-up funds
Monthly expense for 4 months 1,640,000.00
One time start-up expense 1,070,000.00
Total start-up costs 2,710,000.00
5 | P a g e

4. Our Vision & Mission
Vision
To become the Wellness Spa of offering a preventive lifestyle that will add value to our
customers and staff.
Mission
Beauty is about being comfortable in your own skin. The Ceylon Spa is a premiere provider
of supreme service, customer relations and quality. Ours is a place where you can set aside
your furious day and have us take care of the niceties. You can relax in splendid environs
whereas adoring facilities of the highest standard.
4.1 Keys to Success
1. Create faith within the community that each client's requirements will be taken care of
throughout each visit.
2. Quality and expert staffs familiar with outstanding work and oriented to a calming
spiritual nature.
3. Simply reachable location.
4. Effective promotions.
6 | P a g e

5. Products and services
5.1 Massages
Stone Therapy Massage
Warm stones gently de-stress and dissolve away signs of tension and tightness from sore,
aching muscles. The expert hands of our stone specialists knead and massage the body with
these relaxing, yet stimulating, rocks.
Hot Stone Massage
A full body and face massage technique that uses Basalt stones to instil a deep level of calm
while relaxing tight muscles, removing blockages and eliminating stress.
Back Neck and Shoulder Massage
Relaxing and rejuvenating, enjoy and a back neck and shoulder massage specially designed to
soothe those tired muscles.
Deep Tissue Massage
Through slow strokes and deep pressure on the confined areas, this massage system emphases
on the deep layers of muscle tissue to release the chronic forms of tension in the body.
Sri Lankan Herbal Massage
Using compresses with a mixture of motivating and cleansing local herbs, this treatment
increases energy flow, develops circulation and releases muscle tension.
5.2 Facials
Bright Skin Facial
Battle off irregular skin-coloring and dark spots with a Natural Substitute made from nature.
Firm Skin Facial
Protect from aging, a natural Hyaluronic Acid will intensely hydrate to reduce fine lines and
wrinkles. Blueberry and raspberry improve skin tone, cleanse and offer vital Vitamin C and
Vitamin A into your skin.
7 | P a g e

Clear Skin Facial
A non-stripping facial for oily, imperfect or acneic skin. Kaolin clay, yogurt and tea tree keep
pores clean and reduced. Cucumber fight soreness and annoyances and leave skin feeling
relaxed.
5.3 Manicures and Pedicures
 Men’s Manicure
 Men’s Pedicure
 Spa Manicure
 Spa Pedicure
 Gel Polish Manicure
5.4 Waxing
 Eyebrow
 Lip or Chin
 Underarm
 Half Leg
 Full Leg
8 | P a g e

6. Situation Analysis
6.1 External Analysis – PEST Analysis
9 | P a g e
Use galvanic tools for facial treatments
Use new skin whitening treatments & technical machines.
Use website to promote SPA & give opportunities for
customers to get appointments through online.
Multi cultural environment around the SPA
Increasing sales in New years and Christmas
Redusing personal income of people.
Increasing price of SPA related technical instruments.
Increasing cost of products
Changing government rules & regulations for businesses.
Introduce new loans for small scale businesses.
Government announce increased taxes for businesses
POLITICAL ECONOMICAL
SOCIAL TECHNOLOGICAL

6.2 Internal Analysis
Appraising the present market condition is most helpful to understand particular requirements
& desires of prospective customers, how to oblige them, how to draw more market share &
the leverage situation of Ceylon Spa.
Target Groups - Females & Males
Ages of 20 to 25 Ages of 25 to 35
Ages of 35 to 55 Ages of 55 to 65
Ages above 65
Customer Profile
Ceylon Spa’s typical client will be:
 Between the ages of 30 and 55
 Income levels from Rs.30,000
 Usually employed part or full-time
 Seeking for a spa nearby to the work place, for lunch hour services or immediately after
work
 Seeking for reasonably priced services with a high level of luxury
 They wish to be able to have all beauty care services and products in one place due to a
busy routine.
There are around 1500-2500 prospective customers within this profile that would use the
amenities of Ceylon Spa around the location in Nugegoda. (This number was obtained from
Statistics of population of Nugegoda.)
10 | P a g e

Location
The salon will be located in a separable location at No. 141, Old Kesbewa Road, Nugegoda.
The spa will consume 2,800 square feet. The location is deliberately located on one of the
busiest streets in Nugegoda. It is a high contour area, with easy access from all parts of the
city.
Regulations
Ceylon Spa will be functioned in severe supervision with the health and dress codes, mainly
when occupied with customers. The fire code will also monitored in regards to posters and
pictures that will be exhibited on the walls. All employees will be projected to be on time,
gracious and humble to all customers and staff, and follow the implemented dress code which
is made of a company smock, black pants and dress shirt/blouse. All lunch breaks will be 40
minutes in interval.
Marketing
a) Marketing Plan and Budget
A marketing plan calendar and budget from pre-opening through year one. Including a
competitive review, opening event guide, community based marketing program guide.
b) Website Design
c) Graphic Design Package
The graphic designs of the following items are included:
i. Service Menu & Brochure
ii. Launch Campaign
The brand is realistic to the following applications including:
i. Black & White and color advertisements
ii. Radio advertisement
iii. E-mail broadcast
iv. Public Relations
v. Social Media (Facebook, Twitter, Pinterest, and Instagram)
11 | P a g e

d) Internal Marketing
Internal marketing, such as add-on service upsells and retail sales, can only succeed if
our staff is happy and motivated. Taking good care of our employees by giving
economic rewards, a clear career growth track, and incentives for core marketing
events, will go a long way to ensuring that our spa stays to develop.
Apart from this we will use a simple marketing strategy: satisfied clients are our best
marketing tool. When a client departed our business with a new look, he or she is distributing
our name and quality to the public. Most of our clients will be recommendations from
prevailing clients.
Word of mouth is the best publicizing for this type of business. We will also offer discounts
to the new clients who have been recommended from the previous clients. Our promotion
budget will be based on around 1% of our sales.
12 | P a g e