FACE 2 FACE SKIN CARE CLINIC

Marketing Plan

INTRODUCTIONF2F, which stands for FACE 2 FACE SKIN CARE

CLINIC, is a skin care clinic established to provide individuals the services/treatments they need to reveal, rejuvenate, and maintain a healthy skin and to solve different skin problems. It was organized by Finance Specialists: Jeffry Reyla & Jennybel Abaldonado; Chief Accountants: Angel Grace Adem & Princess Morales; Marketing Executives: Cherry Mae Espejo & Christopher Dapusin; and Human Resource Manager: Floralyn Buslon. They studied in the same college and are BS Business Administration graduates. They decided to put up this kind of business after their college graduation.

Face 2 Face offers a wide range of services that suits the customers’ needs and wants. Services offered include: Facial Care, Hair Treatment, Body Treatment and Hair Waxing. F2F’s vision is: “A skin care clinic that provides individuals world class quality services in revealing the beauty concealed within them through advanced aesthetic methods and technology”. Its mission is: “Face to Face Skin Care commits itself in providing customers the promise of youthful look and vibrant beauty by offering a wide range of treatment and comprehensive medical and cosmetic skin care at reasonable costs without compromising their safety and health”. Through F2F’s vision and mission, their tagline “Revealing Your Inner Beauty” was fashioned. It is located along Quirino Highway, Novaliches, Quezon City.

SITUATIONAL ANALYSISEnvironmental Analysis

Cultural Environment

Skin care hubs have been spreading in every major city in the Philippines. Each one wants to have a fair and glowing skin because it is one of the factors that raise high self-esteem. Inside the skin care center, different kinds of people are visiting. Some are students, moms and dads, office clerks and other professionals. It’s just one of the traits of Filipino culture to take care of their skin, especially their faces.

Many people are obsessed in the protection of their skin and concern for their faces. Skin care clinics help these people to fight fine lines, wrinkles and dull, uneven skin tone through a relaxing and rejuvenating way of treatment.

Good-looking Filipino Men and Women

Natural Environment

In warmer climates, increased heat and humidity can cause your skin to sweat, leaving you more prone to breakouts, especially if your skin is oily. Exposure to sunlight is one of the major causes of wrinkles and premature aging.

Colder climates can be tough on your skin. Cold temperatures often mean low humidity, which dries out skin. Bitterly cold winds can also strip moisture from exposed skin. Many people find their skin to be rough, red, tightened, cracked or peeling because of dryness.

Philippine Climate

SITUATIONAL ANALYSISIndustry Analysis

Dermatology is a highly patronized industry in the Philippines where men and women have developed a particular interest in skin care. The Philippines has some of the top-notch and highly-competent dermatologists.

Skin care remained the second largest category in beauty and personal care, following the hair care. Skin care continued to benefit from customers desire to look good. It should be noted that Filipinas consider skin care products significant in maintaining a fair and spotless complexion, which is integral to being beautiful, the desire to look increased consumer’s willingness to invest in a wider range of products for better results.

SITUATIONAL ANALYSISCompetitor Analysis

Face 2 Face is new in the business. It aims to generate high sales and establish a name that will be known in the skin care industry. F2F must be aware of its direct competitors to create a strategic plan that will help it outdo them, especially if it’s already accepted and established in the market. The following are F2F’s direct competitors:

• Dermcare

• Flawless

• RCC Amazing Touch

Competitor Analysis Table

SITUATIONAL ANALYSISCustomer Analysis

There are different types of people who visit skin care centers, and most commonly of them are: First, the working people who don’t have enough time to fix their selves. Second, adults who want to have their radiant, beautiful skin back. Third, the seniors who want to look and feel young again. Lastly, those who are beauty conscious and wants to maintain their beautiful skin. These people may have different reasons on acquiring skin care services, but one thing they have in common: they love their skin.

SITUATIONAL ANALYSISSWOT Analysis

Strengths• F2F’s employees are highly skilled and trained.• The clinic is equipped with quality equipments selected

from trusted suppliers.• Face 2 Face Skin Care Clinic offers a wide range of

services and solutions for different skin care problems.

Weaknesses• F2F has only one clinic located at Novaliches, Quezon City.• F2F’s floor area is limited only for a number of customers.• Face 2 Face is new in the industry and is not yet known to

skin care patrons.

SITUATIONAL ANALYSISOpportunities• The country’s climate requires great deal of skin care.• Skin care service is already accepted in the market.• There is an increasing demand of skin care service that

can be beneficial to F2F Skin Care Clinic.

Threats• There are many skin care clinics operating within Qurino

Highway, Novaliches such as Dermcare, Flawless and RCC Amazing Touch.

• The Dermcare clinic, direct competitor of Face 2 Face, is already established and known in the market.

• Prices of skin care equipment are increasing.

MARKETING OBJECTIVES

To launch F2F through magazines and newspapers by March 2014.

To capture 10% market share in the skin care industry by the year 2015.

To increase the number of customers by 50 – 100 per day for the 1st year of operation.

To generate 30% increase on company’s sales by the 2nd quarter of 2015.

To establish a branch of F2F in SM Fairview by the 2nd quarter of 2016.

SERVICE MARKET FOCUS• Market Targeting

F2F’s main targets are working people, adults, elders, and beauty conscious people both male and female aging 18 – 65 years old.

• Market Positioning

F2F’s positioning strategy is based on the benefits and satisfaction that the customers could acquire in the service. Its service main focus is to provide individuals the treatment they need in maintaining a healthy skin and solving different skin problems.

“Revealing Your Inner Beauty” – F2F commits itself in helping customers achieve their desired look. It also aims in meeting the wants and expectations of its customer by providing quality services that is budget-friendly without risking their health.

MARKETING MIX• Service Product

MARKETING MIX• Price

Since F2F will have its grand opening on March 2014 with promotional discount and service bundling to attract its customers, there are also factors that will be considered in setting F2F’s service and product prices. By using cost measurement approach and service bundling, F2F will be able to analyze the operational cost and two or more products or services to be combined in a single package for special prices in offering a service before adding it to the profit.

F2F’s fixed prices for each service and products are within medium range. Compared to other competitors, F2F’s prices are lower but ensure high quality and excellent services to its customers.

ServicePrice List

ProductPriceList

MARKETING MIX• Place

Quirino Highway, Novaliches, Quezon City

(in front of Uniwide Warehouse)

MARKETING MIX• Promotion

Communicating Mktg. Information effectively about the services offered is F2F’s way to attract target customers and be known in the market despite of strong competition in the skin care industry nowadays. From Marketing Promotional Mix, the F2F’s proponents thoroughly choose and select efficient marketing tools and strategies that will help avoid misleading information to cultivate a good and lasting consumer relationship. They come up with two different strategies: Sales Promotion, and Banners & Online Marketing

F2FBanner

Discount Coupon

Website

MARKETING MIX• People

F2F will not exist without the people involved in

managing the inside and outside aspects of it. It consists of

the owners, suppliers, staffs and customers. F2F staffs are

highly trained estheticians and a professional dermatologist.

They could be easily recognized through their uniform that

is designed based on the clinic’s environmental ambiance.

F2F Staffs Attire

MARKETING MIX• Physical Environment

Face 2 Face Skin Care Clinic is located along Quirino Highway, Novaliches, Quezon City and will occupy a space in front of Uniwide, with a measurement of 200 sq. meters. Forming a rectangular shape, with big window and door glasses that exposes its exquisite interior design, the establishment would be easily noticed by the people passing by. F2F’s clinic has different areas: the front desk, waiting area, consultation room, rest room, product booth and the different rooms for its services. The clinic’s main theme is nature that’s why upon entering the door; the customers would notice the mixture of sky blue, apple green and earth colors that perfectly complements with the furniture and fixtures in the waiting area.

F2F is fully air-conditioned with a refreshing and soothing aroma. There are magazines and other reading materials provided in the waiting area and acoustic background music that will set up the customers’ mood while waiting. The clinic is well lighted to make sure that the treatments made are accurate. These rooms have 5 beds that are draped separately with silk clothing to protect the customers’ privacy. F2F management carefully planned and chooses the right combination of colors, lighting, ventilation, design and furniture & fixtures that will complement to each other to bring a relaxing and good ambiance for its customers.

Exterior

F2FFloor Plan

MARKETING MIX• Service Process

MARKETING IMPLEMENTATION AND ACTION PLAN

• Marketing Scheduling

Establishing F2F Skin Care Clinic is not that easy,

the business proponents took up almost nine months in

planning and marketing activities before its grand opening.

MARKETING BUDGET AND FINANCIAL PROJECTION

• Promotion Budget

The marketing activity budget for F2F from its

operation to grand opening is carefully planned and

evaluated by its business proponents. This is to minimize

the cost for the establishment of Face 2 Face Skin Care

Clinic.

MARKETING BUDGET AND FINANCIAL PROJECTION

• Five-year Projected Sales Forecast

(2014 – 2019)The business proponents envision in gaining their

total beginning capital amounting to Php13,000,000 in its 3rd year of operation (2016 – 2017). The owners anticipate that the sales will be slow for the first and second month of the first year of operation (2014 – 2015) due to sales promotions such as discount coupons and price-off stubs. After that stage, sales will continuously increase as more customers will avail the F2F’s services. With the support of F2F’s products, the expected amount of sales on the fifth year of operation (2018 – 2019) is Php49,725,000.

2014 2015 2016 2017 2018 2019

Am

ou

nt

in M

illi

on

(P

hp

)

MARKETING BUDGET AND FINANCIAL PROJECTION

• Five-year Projected Net Income

(2014 – 2019)

The expected net income for the year 2014 – 2015 is

Php3,577,000; year 2015 – 2016 is Php8,468,000; year

2016 – 2017 is Php14,430,500; year 2017 – 2018 is

Php23,839,000; and year 2018 – 2019 is Php43,482,100.

As the F2F’s sales forecast increases, its net income also

increases.

MARKETING CONTROLSituation 1:

A. If the skin care have a competitor serving the same service at one location , we will:

• F2F will conduct more promotion especially on website and producing more fliers and coupons.

• Face 2 Face skin care will undergo innovations that will attract the customers to try it services that would results to temporary sales actual.

• F2F will conduct a research or assign a mystery shopper to know how the competitor operates and to know what could be improve in its services.

Situation 2:B. A customer wants to change the product he/she bought.

• The product together with its official receipt must be presented within one week.

• The staff would verify if the product to be changed is bought in the clinic and has not been tampered.

• F2F will change the product to another with an equal price, or if the customer wants an item that amounts higher, he/she must pay the additional charge.

Situation 3:C. A customer experienced allergies after going through a skin treatment.

• F2F will investigate whether the allergy was caused by the treatment in the clinic or not.

• If F2F is liable for the allergy, the resident dermatologist will diagnose the cause of it.

• If the allergy was due to improper procedure of treatment, F2F will be willing to repeat it again for free, making sure that it will be done right. If the customer only wants his/her allergy be cured but not be treated again, F2F will give products that will alleviate it for free.

THANKYOU!!!