Professional Documents
Culture Documents
PRODUCT OVERVIEW
H E A LO T Tr a d i t i o n a l
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.
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
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.
Marketing Plan
Benefits
relieving pain
balancing body energy
Page 9
increases circulation
Benefit
Promotes relaxation
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
Muscle relaxation
D. Hilot Babad / Aqua Therapy
Babad means soak in water or essential
water/herbal mixture to relieve stress or
tired body.
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
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
Benefits
Balance energy
Relieves stress
Relieves headache
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
Benefits
Alignment of dislocated joints
Quicker recovery of the targeted area
C. Hilot Traditional
A
Benefits
Quick recovery of desired area
Beverages Included
Marketing Plan
Page 13
recommend
drinking
hot
or
warm
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
attack
Fights against various
cancers
Marketing Plan
Page 14
Hydration benefits
Protection from harmful
ultraviolet rays
B. Ginger Tea
Ginger is
minerals
best
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
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
Benefits
Antioxidant
Healthy Skin
Healthy Teeth and Gum
Stronger Bones
2. Milk
It
to
the
Benefits
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
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:
P 620.00
P620.00
P570.00
Massage
D. Healot Special
P905.00
Description
Price
This includes:
P2,400.00
P2,400.00
D. Healot Special
B. TARGET MARKET
Area Coverage
Marketing Plan
Page 22
H E A LO T Tr a d i t i o n a l
Page 23
Customers
H E A LO T Tr a d i t i o n a l
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%
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%
No. Of
Percentage
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
No. Of
Percenta
Respondents
ge
Spa
78
66.67%
Home
39
33.33%
Other
Total
117
100%
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%
No. Of
Percentage
Respondents
46
18.47%
Aromatherapy
20
8.03%
16
6.43%
2.81%
Shiatsu
14
5.62%
Thai Massage
37
14.86%
Reflexology
94
37.75%
Other
15
6.02%
Total
249
100%
No. Of
Percentage
Yes
Respondents
196
98%
No
2%
Total
200
100%
and rest?
Marketing Plan
Page 26
No. Of
Percenta
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%
No. Of
Percentage
massage center
Respondents
Malls
58
24.17%
Hotels
16
6.67%
2.5%
56
23.33%
93
38.75%
Other
11
4.58%
Total
240
100%
No. Of
Percentag
Respondents
Yes
164
82%
No
36
18%
Total
200
100%
No. Of
Percentage
Yes
Respondents
175
87.5%
No
25
12.5%
Total
200
100%
THERAPY?
Marketing Plan
Page 27
No. Of
Percentage
try?
HilotAlbularyo
Respondents
41
13.95%
HilotBuga
34
11.56%
HilotBintusa
63
21.43%
HilotBabad
43
14.63%
62
21.09%
Hilot Scalp
43
14.63%
Other
2.72%
Total
294
100%
No. Of
Percenta
Respondents
ge
Yes
40
20%
No
160
80%
Total
200
100%
No. Of
Percenta
Respondents
ge
Walk in
130
65%
By telephone appointment
59
29.5%
Internet reservation
10
5%
Other
0.5%
Total
200
100%
No. Of
Percenta
Respondents
ge
Value or Price
159
15.9%
140
14%
43
4.3%
134
13.4%
Easy/fast service
69
6.9%
Marketing Plan
Page 28
122
12.2%
92
9.2%
Heath benefits
146
14.6%
Atmosphere
94
9.4%
Other
0.1%
Total
1,000
100%
Page 29
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%
1,067
,641
87.50%
934
,186
4
3,736
,743
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
Supply Analysis
Marketing Plan
Page 31
H E A LO T Tr a d i t i o n a l
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.
Marketing Plan
Page 32
Variations
Rose
Oil
Ginger
Lavender
Eucalyptus
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
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
Services
7. Salon De Manila
Day Spa
Massage
12.Ystilo Salon
5. Davids Salon
Marketing Plan
Page 35
D. PROJECTED SALES
13.
14.Projected Sales in Volume
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
Hilot Scalp
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.
following analysis:
292.
293.
294.
Strengths
Weaknesses
Opportunities
Threats
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
Opportunities
Threats
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
H E A LO T Tr a d i t i o n a l
Tr a d i t i o n a l
H E A LO T
company will achieve its mission by delivering services which are better,
or at least different, cheaper and more responsive.
328.
329. Sales Force
330.
representative of
H E A LO T Tr a d i t i o n a l . The company
Resea
H E A LO T Tr a d i t i o n a l
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
Vicinity
of
344.
345.
346. Pricing Strategy
H E A LO T Tr a d i t i o n a l
347.
will
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
H E A LO T Tr a d i t i o n a l
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.
377.
378.
379. Implementation
380.
H E A LO T Tr a d i t i o n a l
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,
393.
394.
1.
3.
Activities/Programs
2.
ation
4.
5.
12.
Advertisement
Creation of website
15.
Management
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