Marketing Management

Natalie Rose O. Punzalan

MBA
Mont Albo Massage Hut
 HISTORY
Mont Albo Massage Hut is a Filipino-inspired spa
specializing in Hilot (Filipino Traditional Massage)
and Home Therapy. The first of its kind, it started
as a small massage clinic on March 11, 2007 in an
old apartment in 6842 Washington St., Makati
City. Established by a young doctor from
Batangas City, the name Mont Albo was coined
from the owner’s surname “Montalbo” which
means “white mountain” in Spanish. Being able to
experience traditional Filipino healing practices
since childhood, he became a firm believer of Hilot
and various related forms of therapies. Before this
brand became what it is now, just like a diamond,
Dr. Nol Montalbo
CEO and Founder it went through all the pressures and harshness
before it shone brightly in the Philippine spa
industry.
 Marketing Mix ( PRODUCT)
Body Massage
EXPRESS MASSAGE. If you’re in need of
massage after work but you need to get home fast?
Just 10 minutes of your time to target tired
and painful muscles of the head, neck, back,
shoulder, lumber area and even your arms and
legs! If you’re always in a hurry, you deserve this
therapy.
BENTOSA, also called “Cupping” is a common but
extremely effective treatment that soothes muscle
pain. This is the type of treatment uses the
placement of suctioning cups to remove energy
blockages which is believed in some cultures to
mean the lack of blood circulation.
THE MONT ALBO MASSAGE (our signature
therapy) is ruly one of a kind for it soothes all the
muscles from head to foot, relaxes the mind and
meets our psychological need for touch. With
selected traditional strokes and techniques of
Swedish, Shiatsu and Thai-Yoga massages, this
therapy is a must try for massage enthusiasts.
HILOT (Filipino Traditional Massage) is the
ancient Filipino healing method practiced for
thousands of years. Hilot refers to both the
technique and the practitioner. Characterized
by slow deliberate strokes and removal of
blockages or “Lamig”. Banana leaves and
Virgin coconut oil are key elements in this
treatment. Highly recommended for
individuals with upper back aches and stress
related pains and anxiety.
SWEDISH MASSAGE was credited to the
Swedish medical-gymnastic practitioner Per
Henrik Ling and Johan Georg Mezger (the
Dutch practitioner who adopted French names
to the stroke). The standard, medically
oriented Western massage popularly used in
rehabilitation clinics and spas worldwide but
with improved 5 basic strokes to suit the
modern Filipino busy lifestyle. A surprise for
massage fanatics.
 Marketing Mix ( PRODUCT)
Body Massage
EASTERN FOOT MASSAGE, combines the Thai
foot elements of Thai foot massage, Dagdagay
(Filipino traditional foot massage), Shiatsu and
Chinese reflexology. This blending of Eastern
foot traditions releases tension from your foot and
enhances the function of vital organs in your body
(since a particular area in your foot corresponds to
an organ like heart).
TUI NA translates to “push-pinch” in the Chinese
language. This method of healing dates back to
1700 BC and is still an integral part of Traditional
Chinese (TCM) today. Returning the body to
balance to facilitate the flow of qi (life force/energy)
is the main goal. Principles of acupressure are
applied by following meridians along the body which
are pathways of qi. Strokes can be light or vigorous
using fingers, arms, elbows, knees and feet of the
therapist.
THAI-SHIATSU MASSAGE, a
combination of rituals and body
mechanics of Thai massage, Ayurveda,
Yoga, Acupressure, and Japanese
Shiatsu (“finger pressure”). This unique
fusion of traditional bodyworks is an all-
time favorite of individuals who want to
achieve deep relaxation, strain-relief and
flexibility without oil.
Suob, the Filipino version of the steam
bath. It has been utilized in various Filipino
ethnic groups to drive away elements of
illnesses (like the lamig) by boiling a
concoction of herbs and flowers and letting
the therapeutic mixture vaporize inside a
large thick cloth that envelopes the body.
The healthy stem increases blood
circulation, fat metabolism and
detoxification. It nourishes the skin and
makes it supple. The muscle fibers soften
which makes this worthwhile treatment
 Marketing Mix ( PRODUCT )
Body Scrub

Butter Glitter Scrub w/ 1 hr Massage. The

Coffee Energizing Scrub w/ 1 hr
union of two marvelous organic material (Shea
Massage. Kapeng Barako has made
and Cocoa butters) to form an exemplary blend
Batanguenos popular. This highly
of body treatment. For years Shea butter and
aromatic and bitter coffee can also be
Cocoa butter, have been harvested and utilized
and extraordinary material to exfoliate
due to their superior moisturizing activities.
and protect the skin. The addition of
These luxurious organic ingredients contain
coconut oil infuses moisture and
lipids and vitamins with numerous biological
nutrients as the skin is gently resurfaced.
activities. They help to minimize blemishes,
Organic Whitening Scrub w/ 1 hr stretch-marks, scars and wrinkles to give your
Massage. To make your skin fairer and skin a healthy glow.
lighter is not a sin! Our organic
The Ginhawa Tradition. The ultimate
whitening scrub is composed of 3 all
traditional Filipino body therapy experience!
natural substances, extracted from plant
Mont Albo has creatively combined five (5)
components, which have been proven to
Filipino traditional healing practices: Coffee
inhibit the production of melanin – a better
scrub (hilod), Suob, Hilot, Bentosa and Eastern
and healthier substitute than synthetic
foot massage. The perfect head-to-foot
whitening chemicals. Have that lighter you
cleansing and healing ritual to end and
to prepare for a special event with this
exhausting week.
special treatment.
 Marketing Mix ( PRICE )
HILOT TUI NA
Php 380 – Php 650* Php 380 – Php 750*

THE MONT ALBO MASSAGE THAI-SHIATSU MASSAGE

Php 330 – Php 500* Php 380 – Php 450*

BENTOSA Coffee Energizing Scrub w/ 1 hr

Php 80 – Php 100* Massage
Php 550-950
EXPRESS MASSAGE
Php 55 – Php 90 Organic Whitening Scrub w/ 1 hr
Massage
SUOB Php 650- 1,150
Php 150 – Php 350*
Butter Glitter Scrub w/ 1 hr
SWEDISH MASSAGE Massage
Php 380 – Php 550* Php 750- 1,350

EASTERN FOOT MASSAGE The Ginhawa Tradition

Php 380 – Php 700* Php 850-1,850
 Marketing Mix ( PLACE )

As of March 2020, Mont Albo Massage Hut has 56 branches nationwide.

Store locations are within the vicinities of offices.
 Marketing Mix ( PROMOTION )

 Promos  Brochures  Social Media Site  Celebrity Endorser

 Gift Coupons
 Marketing Mix ( PEOPLE and PHYSICAL EVIDENCE)

Staffs undergo training in Mont Albo Spa Academy (MASA). All massage
therapists and specialists are well-trained, each possessing patient
healing hands.

The native theme of Mont Albo clinic is old Filipino

tradition that pays to tribute to “nipa hut” as opposed
to the modern concepts of the competing Spa clinics
in the country. Every room was separated into smaller
rooms by curtains with calming music being played
and reinvigorate your senses with relaxing scents
wafting through the spa in an ambiance of wellness
and luxury.
 Target Market

Primary target market:

the working young adults, ages 18 to 30.

Secondary target market:

31-65 years old.
 Competitors

Most of the massage Spa provides Thai massage and Thai aroma
therapy while Mont Albo massage Hut have a wide variety of massage
services that specializes in Hilot (Filipino Traditional Massage).
 Advertising

Increased Brand Awareness by being featured in Hit Lifestyle shows as sponsors, where a
huge number of audiences can be reached. (Ex. Rated K, KMJS, GGV)
 Franchising
Mont Albo Massage Hut Franchise Structure
If you are aiming for a franchise that is Filipino
themed, then Mont Albo Massage Hut is the one Criteria Junior spa Full Service Spa
suited for you. This company has proven and tested Floor Area (sq. m.) 35-70 sq. m >70 sq. m
services rendered over the years in business.
Franchise fee P350,000 P500,000

Mont Albo Massage Hut Franchise requirements:  Initial Capital ˜1.5M ˜3.5M

• Letter of intent
• 2 valid IDs Franchise term 3 years 3 years
• Complete Franchise Information Sheet
Services offered All except GT,su All services
Franchising steps:
• Selecting a good location Royalty Fee 5% / month 5% / month
• Location assessment and evaluation
• Reservation Advertising Fee 2% 2%
• Payment of Fees
• Franchising Agreement Signing Local Advertising 1% 1%
• Execution
Initial Number of employees 5T,2RCP,1MNT,1SM 10T,2RCP,1MNT,1SM

ROI 14 months 20 months

  Maintain the uniformity within
franchised branches to strengthens
the Filipino-themed image of the
brand

 Make sure that the building having

the spa is easily accessible, and has
Recommendations a good parking place.

 They can offer home service

 Partnering with different hotels so

they can offer their services to the
guests.
THANK YOU!