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7P MARKETING STRATEGY DESIGN IN AN EFFORT TO INCREASE SALES IN SPA SERVICES: A CASE STUDY AT FRESHMINT SPA LAMONGAN

What This Spa Study Teaches Us About Marketing That Actually Works

I recently read an interesting study titled “7P Marketing Strategy Design in an Effort to Increase Sales in Spa Services: A Case Study at Freshmint SPA Lamongan,” and it reinforces something many businesses still overlook:

Good marketing is not just promotion. It is experience design.


Freshmint SPA was facing a challenge many businesses know well: fluctuating customer visits and inconsistent revenue. Their original strategy relied heavily on social media posts, WhatsApp, brochures, and word-of-mouth—but it lacked structure.


The solution? A comprehensive 7P marketing strategy:

  • Product

  • Price

  • Place

  • Promotion

  • People

  • Process

  • Physical Evidence


And the results were clear:

The study found that integrating all 7Ps strengthened competitiveness, improved customer perceptions, and increased loyalty, with promotion, people, and physical evidence having the strongest impact on visits and loyalty.


Important takeaways:

1. People still matter most.

Freshmint invested in training therapists not just on technical skills—but on empathy, friendliness, and personalization. Customers noticed.


2. Small touches create big emotional impact.

A warm herbal drink after treatment may seem minor—but it elevated the entire customer experience and increased perceived value.


3. Process is part of the product.

Easy WhatsApp booking, digital payments, and smoother service flow improved convenience and satisfaction.


4. Your environment markets for you.

Cleanliness, aesthetics, and atmosphere shaped how customers felt before a service even began.


The bigger lesson:


Too many businesses focus only on getting customers in.

But sustainable growth happens when you focus on what customers experience once they arrive.


That’s where loyalty lives. That’s where referrals begin. And that’s where real competitive advantage is built.




Source: Achmad, M.N. and Radianto, W.E.D., 2026. 7P MARKETING STRATEGY DESIGN IN AN EFFORT TO INCREASE SALES IN SPA SERVICES: A CASE STUDY AT FRESHMINT SPA LAMONGAN. Business and Finance Journal, 11(1), pp.38-50.

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