Transcript Marketing and Branding

Marketing and Branding
MODULE- 1
A medium that allows buyers and sellers of
a specific good or service to interact in order
to facilitate an exchange.
Marketing is the process by which
organizations anticipate and satisfy their
customers’ needs to both parties benefit. It
involves mutual exchange of benefits.
Spa Marketing
Consumers need to know why they should go to
your spa, e.g., why is your spa different from and
better than the one down the street.
Importance of Spa
Marketing
1. Build your identity as an expert for you and
your team
2. More planned interactive, social
events at your location or in affinity
with other businesses catering to
the same audience
3. Inviting local celebrities, news
anchors, and radio personalities for
an afternoon at the spa creating an
opportunity for talk value to a large
audience
4. Extending an invitation to local
chamber of commerce members
5. Creating an affinity marketing
opportunity by offering a spa gift
certificate
Marketing Methods of Spa
Flyers
Posters
Value Addition
Referral
Follow-Up
Cold Calling
The Internet
Identifying Target Market
Effectively identifying your potential customer
base helps to drive overall marketing and
sales strategies that you will include within
other sections of your business plan.
Size
Demographic Characteristic
Geographic Characteristic
Psychographic Characteristic
Consumer / Behavioral Characteristic
Marketing Mix
Product
Price
Place
Competitive Analysis
It is the process of identifying the
competitors and evaluating their
strengths and weaknesses against our
own products or services.
Porter's Generic Competitive Strategies
Five Force Model
Promotional Mix
Advertising
Public Relations
Sales Promotion
Direct Marketing
Personal Selling
PERSONAL SELLING
Personal selling involves a two-way
flow of communication between a
buyer and seller, often in a face-to-face
encounter, designed to influence a
person’s or group’s purchase decision.
Steps in personal Selling
process
Step 1 Pre-sale preparation
Step 2 Prospecting
Step 3 Approach
Step 4 Presentation
Step 5 Demonstration
Step 6 Handling Objections
Step 7 Closing
Step 8 Post sale follow-up