Homework Assignment - Essay Example

Running Head: assignment Promoting Healing Hands Inc. of the of the of the IntroductionSilverstein’s business plan is inspired by what she had felt and received during her period of pain and recovery. As such, the promotional campaign of her massage therapy business will take on points and ideas from instances she had gone through. Target market for Healing Hands Inc. As a cancer survivor, Marie attributes her recovery to alternative massage therapies and wants to do the same to others going through a similar phase.

As such, her primary target market is clients suffering from cancer or other ailments. This is so because she has already seen the benefits of massage therapy in cancer treatment and can convince cancer patients to get these services for more benefits. Specific details of the target market would be: Female clients especially, falling in the age bracket of 30 onwards. Special cases with cancer, circulation, pain, et cetera will be preferred. At present, income based segregation is not done because massage therapy is an alternative treatment which anyone obviously goes for, if it has been prescribed.

There also exists a secondary market for massage therapy and similar services. For example, visitors staying in a hotel, athletes, people who are affluent and try alternative healthcare treatments, and females going for anti-ageing and other spa treatments also long for massage therapy. Positioning strategy Positioning of Healing Hands Inc. at the beginning will be done as a therapeutic massage service centre catering to the needs of cancer patients and those suffering from other serious ailments.

Catch of the business will be massage delivered by licensed and trained professionals, reasonable rates, supplementary body treatments and comfort which will help patients recover from their illness soon. Later, other high end services like spa, beauty and facial services, anti-ageing treatments etc will also be added. Products like cosmetics, creams and other herbal and natural items will also be sold to deliver a complete package of relaxation, comfort and attention. Recommended actions to be taken In order to position herself as desired, Marie needs to take the following actions: Advertising: advertising has to be done in local newspapers, fliers, and pamphlets regularly for around 15 days.

Seasonal events like marriages; Christmas, New Year, etc can also be captured for advertising. Personal selling: Referrals from hotels, healthcare and insurance companies: alternative treatments, therapies and prescribed massage services by physician will be targeted and captured by referrals from healthcare and insurance companies. Major focus will be on building contacts with insurance companies, chiropractors and physicians. Some physicians recommend massage as ‘essential to recovery’ where the patient does not know who to contact or where to go.

Marie should target such cases to get first hold of such clients. Once satisfied, these clients will return back for regular massage treatment prescribed. Some hotels do not offer these services on their own but recommend the services of local centers. Establishing contacts with hotel managers will help build relations with customers and visitors. Public relations: Blog and social networking: blogging and use of social networking sites like twitter, Facebook, etc can be of immense help in promoting the benefits of massage therapy in serious ailments.

Customers who have taken massage therapy even once can be asked to share their experiences through blogging (Brogan 2011). This will help establish public relations and authenticate the cause of the business. Similarly, Facebook will help promote special events to groups, communities and organizations- all at once. Sales promotion: offering vouchers and discount coupons: as an incentive to regular and new customers, vouchers and discount coupons will be distributed for additional services. Customers can either get flat discount at services availed or recommending Healing Hands to new customers.

Breakdown of action items Action item Estimated expense ($) Certification 400 License, permit and fee 500 Legal and insurance costs 200 Equipment (lotions, oil, linens, basic cosmetic, et cetera) 1500 Hiring Professionals and people (one receptionist and one professional massage therapist in the beginning) 2000 Promotion (pamphlets, fliers, advertisements in magazines and newspapers, getting the discount coupons printed, etc. 1000 Total 5600 Reference Brogan, C. “Marketing for small local businesses”.

http://www.chrisbrogan.com/marketing-for-small-local-businesses/. Accessed Oct 24, 2011.