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Marketing Project Research Proposal:Establishing Dulce Domum Beauty and Spa as a Destination SpaAshli AllmondAmerican Military University-MKTG 600 DATE \@ "M/d/yy" 5/4/17Establishing Dulce Domum Beauty and Spa as a Destination SpaDulce Domum Beauty and Spa is an up and coming Day spa located in Virginia Beach, Virginia (not really but it is my dream). At Dulce Domum, we believe that the elimination of stress and tension are essential to the overall health and wellbeing of everyone. Our mission to provide a world-class spa experience unlike anything our customers would experience in the region. Our cultural diverse environment and use of the highest quality products combined with exceptional customer service is sure to build lasting relationships with our customers. We provide a rejuvenation experience that is unique to each customer that makes them feel so relaxed and comfortable- almost as if they have found a home away from home. Because we offer such a wide range of services, to include a full-service hair nail salon, Dulce Domum is projected to become one of the most successful contenders in the spa industry on the east coast. The goal of my research and marketing plan is to map out a plan to transform Dulce Domum Beauty and Spa into one of the Nation’s most affordable destination spas.My preliminary research has suggested that the definition of “destination spa” would include fields of green pastures, yoga classes on the beach, hiking through gorgeous meadows and gardens and $200 per night accommodations. The first order of business would be to redefine the expensive, high-class vision of a destination spa. We want our customers to realize that traveling to visit our spa doesn’t mean they have to sacrifice their family vacation because of their budget. We would like to accommodate our local customers as well as appeal to our out of town visitors as well. Our facility needs the atmosphere of the remote spas people have heard about however provide services that are affordable for the mother of 3 that just needs a few hours in the sauna after her massage. This would require a heavy media presence which includes the internet, magazine ads, and brochures at airports, travel offices and rest stops. Our most important means of marketing would be our customer reviews. I order to make our way onto the Travel and Leisure magazines top Spa destinations list, our customers would have to vote us on there and give us amazing reviews. Our affordable spa packages and high-traffic location on the Virginia Beach strip is sure to generate thriving client base. The strip is a highly attractive area and tourist from all over visit this area for its relaxing beaches, weekend festivals and numerous free family events. Many of the world’s most treasured destination spas are known for their more remote locations. Being on the strip would definitely not provide a very remote environment for our customers. One of our main marketing goals is to explore more exclusive or remote avenues of providing our services. One option would be to offer exclusive services package. We could offer a more private experience for our customer for an additional fee. For example, we could offer a private beach option for exclusive members of our spa or provide customers with access to their own personal sauna as opposed to the use of the communal sauna we offer. In addition, we could incorporate a partnership with a neighboring hotel or resort. This could open up the opportunity to extend our service locations to the guest rooms if they prefer. It would also give us access to the ability to accommodate out of town customers much better as we could offer discounted rooms for customers.It could be advantageous for us to explore the idea of relocating to a more remote location. This could go either way as our regular members and clients could be willing to follow us to the new location to continue their services. They could also choose take their business elsewhere in order to continue receiving their services with a competitor in the same general area. Moving our spa to a more remote location would open up our business to a more diverse range of opportunities for the customers to bond with nature while receiving our services. It would also attract more customers that are looking to “fall off the map” and truly relax away from the busy, high tempo pace of the Virginia Beach strip. Many of the top rated spas, such as Westglow Resort and Spa in NC and Ten Thousand Waves Japanese Spa and Resort in NM, are well known for their remote locations and extensive opportunities to take a yoga class or receive relaxation services atop small mountains, meadows, ocean fronts or botanical gardens. A downfall of this option would be that it would be a tremendous cost to move the location. The opportunity to move our facility to a more remote location would require us to also plan to ensure we have a means of accommodating our guests overnight. We would lose the opportunity to partner up with one of the hotels or resorts on the strip. We would have to factor this in our relocation expenses. Additionally, operating and labor cost would be greatly inflated as well as a hotel is expensive and a tremendous responsibility to run. ReferencesKotler, P. T., Keller, K. L. (2016). Marketing Management, 15th Edition. [Bookshelf Online]. Accessed 3 May 2017 Retrieved from https://bookshelf.vitalsource.com/#/books/9781323620359/“World’s Best Destination Spas”. Travel + Leisure August 2016. [Online]. Accessed 3 May 2017 Retrieved from http://www.travelandleisure.com/worlds-best/destination-spas
Dolce Domum Destination Spa

Dolce Domum Destination Spa

Question # 00540781 Posted By: bribri_09 Updated on: 06/05/2017 02:18 PM Due on: 06/17/2017
Subject Marketing Topic Marketing Tutorials:
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The term project is a 15 page marketing plan for the product or service that was our week one proposal (see attachment).
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allmonda-MKTG600-assigntment1.docx (20.96 KB)
Dulce_Domum_Beauty_BIZ_PLAN.docx (132.21 KB)
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