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Tillies - Marketing Plan - Term Paper Example

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Tillie’s Day Spa Marketing Plan for 2013 Marketing Vision Tillie’s Day Spa is a high-end destination that offers a comprehensive spa experience. It offers an unmatched experience with chic and comfortable rooms that are equipped with cutting edge technology for services such as pedicure, manicure, foot massage and therapy, facials, body massage and much more…
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Tillies - Marketing Plan
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Tillies - Marketing Plan

p to clients to all beach events including beach parties and theme nights Establish presence on social media including Twitter and Facebook Establish an employee training program by arranging workshops with foreign trainers Implement an electronic customer feedback system Establish employee rewards and discount program after one year of service Purpose Tillie’s Day Spa seeks to offer a wide-range of tailor-made spa services by foreign qualified and certified professionals for all generations, primarily those between 25-45 years of age. Marketing efforts shall be aimed at providing a glamorous decor with special lighting, textiles and music in the spa tents/rooms along with aroma therapies with scented, exotic candles and 100% natural lotions and oils. Picture Tillie’s Day Spa will attract its clients through social media, hotel referrals as well as wedding planners to try its services. Upon reaching the venue the customer is welcomed by female dancers from around the world with specific days allocated to each type of dance. For instance, African dance will be held on Mondays whereas, belly dancing on Saturdays. The customer chooses with room to enjoy the spa services in, depending on his/her preferences and mood. Upon leaving with a look as fresh as a flower the customer returns and brings along her co-workers and neighbors for company as well as earning the reward points that will be added to her loyalty card upon the number of referrals she makes. This way the customer base expands as the elites and executive women continue to pour in to enjoy this high-end, sophisticated ambience. Staff shall greet these women with smiling faces and a glass of their favorite cocktail drink and escort them to their rooms. Special attention shall be paid to cleanliness. However, the staff shall not be dressed in uniform but as per the respective themes that will vary on a daily basis. These themes include African, American, Thai, Arabian and various others. Gap Dashboard The Gap Dashboard shall be used to address primary goals that will form the basis of marketing, tactical, strategic and personal decisions. Some tactical goals, however, shall not be tracked via this dashboard but through the Milestones chart. Key marketing metrics shall be accounted for by the Gap Dashboard every 3 months during the first year and bi-annually thereafter. Hence, actual results shall be compared against these goals to observe any variances. Marketing goals primarily include revenue and sales maximization of Tillie’s Day Spa along with the attainment of high customer return rate in a period of 3 years. The strategic goal of becoming a top quality day spa in Virginia shall be measured by attestation of ASQ Certification. Personal goals shall pertain to the increased involvement of the CEO in marketing activities, most importantly establishing PR with hotels and high-end restaurants. The following tactical goals shall be measured quantitatively: Ideal Customer Day Spas usually have a ... Read More
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