Independent SPA Marketing Portfolio: A Comprehensive Analysis

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mARKETING PRTFOLIO
Independent SPA
Abstract
We launched company named “Independent
SPA” which offers the beverages of different
kinds. This Marketing portfolio covers every
component of the marketing and promotional
strategy of Independent SPA.

Learning Outcomes Assessment
Criteria
(please tick as
appropriate)
Task No Evidence (Page
Number)
LO1 Understand the concepts of
marketing in a services industry context
1.1  2
1.2 
3 12
1.3  4
1.4 
LO2 Understand the role of the
marketing mix
2.1  6 15
2.2 
LO3 Be able to use the promotional mix 3.1  7 17
3.2  8
1

3.3 
LO4 Understand the marketing cycle in
a services industry environment
4.1 
2 7
4.2 
3 10
4.3  4
4.4 
2

Contents
Marketing Portfolio: Independent SPA...........................................................................................5
Company Introduction:................................................................................................................5
Market Research:.........................................................................................................................6
1. Observation:..................................................................................................................6
2. Focus Group:.................................................................................................................6
3. Interview:.......................................................................................................................6
4. Survey through feedback form:.....................................................................................7
.....................................................................................................................................................7
Analysis of Macro environment and Micro environment:..........................................................7
PEST Analysis:........................................................................................................................8
 Micro Environment:........................................................................................................10
SWOT Analysis:....................................................................................................................11
Marketing Concept:...................................................................................................................12
Segmentation Targeting & Positioning:....................................................................................13
Marketing Mix:..........................................................................................................................15
Promotion Mix:..........................................................................................................................17
...................................................................................................................................................19
Advertising Campaigns:............................................................................................................19
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Promotional Activities:..........................................................................................................20
Chaos Marketing:...................................................................................................................21
TVC, Print-ads and flyers:.....................................................................................................22
Online Advertising:...............................................................................................................23
Conclusion.................................................................................................................................24
References:................................................................................................................................26
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Marketing Portfolio: Independent SPA
Company Introduction:
Company Name: Independent SPA
Product Category: Services in SPA (Product Beverages)
Independent SPA is a beverages bar which offers the healthy and natural juices with the regular
SPA services. The bar provides drinks to those who want to drink healthy and fresh juices during
SPA massages and services (Todorova, 2015). Independent SPA offers healthy and natural
juices which are extracted from fresh fruits. One category of the company’s beverages is the
combination of different fruits and vegetables for the skin hydrations (Partho, 2019).
We have created website of our brand with the name of Independent SPA. The screen shot of
homepage is given below:
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Market Research:
The main idea to conduct market research is to find the choices and tastes of related drinks. This
market research will give detailed analysis of the target customers. It is conducted to gather data
and information about the rivalries and the potential and actual customers. We are offering the
drinks in SPA Services for those who wants to be hydrated during their SPA time. There are four
types of market research. We have implemented all four methods in our research (Todorova,
2015).
1. Observation:
We visited the SPA parlors and institutes where SPA trainings are available. We observed the
behaviors of the clients towards the different services. Silent observation is being conducted by
meeting them anonymously. We found that SPA customers are more willing to get detoxification
drinks and some healthy juices and beverages for looking more fresh and having long lasting
impact.
2. Focus Group:
Focus group is the collection of many individuals together of same tastes and choices and keep
focusing on them. We provided them samples and time to enjoy the drinks and juices. When they
drunk all the juices, we took their point of view about the drink. SPA clients were very happy
after drinking the healthy juices of independent SPA (Lee & Lee, 2019).
3. Interview:
Informal interviews were conducted from SPA clients and the service providers as well. It was
been observed that it has become a trend now to have detoxification drinks. When clients go
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home they take combo water of cucumber, mint leaves and lemon. Clients are being advised to
take such healthy drinks.
4. Survey through feedback form:
After providing them drinks, it has been identified from the feedback form that customers of
SPA want to have such tasty and healthy detox drinks.
Analysis of Macro environment and Micro environment:
Business environment are evolving with the evolution of the technology and information.
Business environment becomes dependent on the digital marketing. There are two major
environments that describes the businesses and helps in making decisions (Partho, 2019).
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 Macro Environment:
i. Economic
ii. Political/ethics/legal
iii. Social
iv. Technological
PEST Analysis:
PEST analysis are uncontrollable factors. Independent SPA concerns about the political,
economic, technological and social factors which can affect the business of Independent SPA.
Due to macro forces Independent SPA can be distressed. (Todorova, 2015).
Political Powers:
Rules and regulations made by government can affect the Independent SPA drinks business.
Tariff duties can be reason of pricing of the healthy juices. Because we use the natural fruits for
making special SPA drinks. IS cannot have freedom to exploit the available opportunities due to
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strict policies made by the states. Political forces can also one of the uncontrollable reason to
disturb the SPA drinks.
Economic Powers:
The economic developments and the situations of the country can affect the competition and the
ingredients used by the Independent SPA. The value of the currency, GDP rate and Gross value
added changes of the country can affect the drinks prices, market share, market price and
promotional expenditures.
Social Powers:
Social factor is the most important factor that can enhance or distress the SPA business. Health
concerns are increasing in the consumers. It can be helpful in the development of this brand. But
changing taste and demands of the consumers can affect the SPA beverages brand (Partho,
2019).
Technological Forces:
As this era totally comprises on the digital marketing and technology. It is difficult to adapt
changes abruptly. The cost of using new technologies can be very expensive for the business.
Digital promotional activities on social media can be very expensive like promotions on
Instagram, Facebook and YouTube (Partho, 2019).
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 Micro Environment:
These are the controllable factors inside the organization. Independent SPA can control internal
factors that can be change accordingly.
Organization:
After market research SPA beverages found a gap in this SPA service sector. There were few
brands that were offering drinks but not all the healthy drinks. SPA exploited the opportunity and
converting the potential customers into actual through different strategies. Company focus is
more towards the healthy juices and natural ingredients for gaining customer satisfaction (Partho,
2019).
Competitors:
There are few indirect competitors that are offering healthy juices as Famous old SPA
Weymouth. St bride’s SPA hotel & few Restaurants and bars which offers SPA facility in
addition. Threats of substitute could occur for SPA drinks (Everett, 1994).
Customers:
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Customers are the key and main course of action for SPA brand. SPA services are the most
important for the male and female both. They demand healthy juices just after getting services.
Customers can be converted into customer chunk if there would be any substitute available for
them (Todorova, 2015).
Publics:
Publics are the stakeholder for the company. They can help in changing the customer choices
about the brands. They can be the potential customers of the company (Everett, 1994).
Suppliers:
Suppliers can be strength of the company or could be weakness too. Bargaining power of
suppliers can change the internal environment of the company. (Partho, 2019).
Intermediaries:
Middle-Men of the company who actually promote the products and services of the company
must be motivated. They actually make customer satisfy (Todorova, 2015).
SWOT Analysis:
Strengths Weaknesses
Internal
 Having distinctive
offerings (Fan, 2015)
 Healthy and natural
Beverages.
 Customers demand
to offer for
 Stakeholders,
suppliers and middle
men can switch their
choices (Rowley,
2016).
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