A sample marketing plan for business administration students.

1. FACE 2 FACE SKIN CARE CLINIC

2. INTRODUCTION
F2F, 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.

3. 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.

4. SITUATIONAL ANALYSIS
Environmental 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.

5. Good-looking Filipino Men and Women

6. 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.

7. Philippine Climate

8. SITUATIONAL ANALYSIS
Industry 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.

9. SITUATIONAL ANALYSIS
Competitor 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

10. Competitor Analysis Table

11. SITUATIONAL ANALYSIS
Customer 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.

12. SITUATIONAL ANALYSIS
SWOT 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.

13. SITUATIONAL ANALYSIS
Opportunities
• 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.

14. 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.

15. 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.

16. MARKETING MIX
• Service Product

17. 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.

18. Service
Price
List

20. Product
Price
List

21. MARKETING MIX
• Place
Quirino Highway, Novaliches, Quezon City
(in front of Uniwide Warehouse)

22. 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

23. F2F
Banner

24. Discount
Coupon
Website

25. 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.

26. F2F Staffs Attire

27. 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.

28. 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.

29. Exterior

31. F2F
Floor Plan

32. MARKETING MIX
• Service Process

33. 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.

35. 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.

37. 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.

38. 2014 2015 2016 2017 2018 2019
AmountinMillion
(Php)

39. 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.

40. MARKETING CONTROL
Situation 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.

41. 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.

42. 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.