Marketing Plan

Bato Springs
On:

Resort
San Pablo, Laguna

Bernaldez, Catherinna
Cagasan, Andrie
Jamboy, Jeselle
Morta, Angelyn
Peralta, Janine
Destination
Overview
Bato Springs Resort is a well-known nature resort
located in San Pablo City, Laguna, famous for its
cool spring water pools and lush, forested
surroundings. It provides a calm escape from the
city, offering guests a refreshing experience in a
simple, natural environment. The resort is
especially popular with families, large groups, and
nature lovers looking for an affordable and
relaxing getaway.

Marketing Plan
 Industry
Overview
The spring resort industry, particularly in areas with
geothermal activity, such as Laguna in the
Philippines, offers a unique blend of relaxation,
wellness, and leisure tourism. The industry is
experiencing growth, driven by factors such as
increasing demand for wellness experiences and the
therapeutic properties of hot springs in cold weather
and natural springs in warm weather, with resorts
offering a range of amenities from private pools and
spas to accommodations and entertainment.

Marketing Plan
Competitor
Overview
Mesinas Vanessa Resort is the closest and direct
competitor of Bato Springs Resort, it offers a more
modern and private experience with high-end
amenities, catering to families, group of friends, and
special events. Known for its calm environment, the
resort offers well-maintained pools, cottages, and
event spaces. It attracts guests looking for a
comfortable, hassle-free getaway with a focus on
exclusive service and modern features.

Marketing Plan
STRENGTH WEAKNESSES
(Internal Positive Factors) (Internal Negative Factors)
Bato Springs Resort is known for its natural Facilities at Bato Springs Resort appear
cold spring pools and lush, forested outdated or under-maintained, which can
surroundings, offering a refreshing and affect guest satisfaction. The resort can
relaxing environment. Its affordable rates become overcrowded during peak seasons,
and accessibility from neighboring reducing the peaceful environment. Limited
municipality makes it a popular weekend marketing and online presence may also
destination. The resort’s natural charm reduce its visibility to potential new
appeals to nature lovers and those seeking visitors.
a break from urban life.

Marketing Plan
OPPORTUNITIES THREATS
(External Positive Factors) (External Negative Factors)
Investing in facility upgrades and eco- Competition from newer, more modern
friendly accommodations can attract a resorts with better amenities may draw
broader market, including eco-tourists. customers away. Negative reviews or viral
Enhancing digital marketing strategies, social media posts about poor service or
including social media engagement and overcrowding could quickly damage the
online booking, can boost reservations. resort’s reputation and decrease visitor
Collaborations with local tour providers interest. Changes in weather patterns or
could expand service offerings like guided natural disasters pose risks to the resort’s
nature treks or cultural experiences. operations and infrastructure.

Marketing Plan
 Target Audience
• Local Families
• Tourists
• Budget-Conscious Travelers

Marketing Plan
 Marketing Mix
PRODUC PRIC
• CoreTOffering • E
Pricing Strategy
• Tangible Products • Entrance Fees
• Accommodation options • Accommodation
• Recreational facilities
• Basic amenities
• Augmented Products

Marketing Plan
 Marketing Mix
PLAC PROMOTION
ELocation
• Physical • Social Media Marketing
• Distribution Channels • Partnerships with Content

• Direct Booking Creators

• Signage and Wayfinding

Marketing Plan
SMART Goals
ENGAGE MORE ON SOCIAL MEDIA
SPECIFIC: Use social media as a tool to promote Bato
Spring Resort and attract more tourists.
MEASURABLE: Increase Facebook followers by 8-10%
ACHIEVABLE: Posting a high-quality content and
collaborating with travel influencers .
RELEVANT: Have an environmental friendly
promotion and it can reach distant places.
TIME-BOUND: Within 6 months.
(November 2025)

Marketing Plan
 SMART Goals
Launch a limited-time promo package
SPECIFIC: Promote a discounted weekday and off-season
stays.
MEASURABLE: Apply a 5% discount in rooms and cottages
and 10% in Kubo and Emerald. Also apply a 10% discount on
regular entrance fees.
ACHIEVABLE: Launch a promo along with travel influencers
and Facebook promotions.
RELEVANT: Balances the visitor flow and increases their
revenue during weekday and off-season.
TIME-BOUND: Within 7 months after the summer season.
(From June to January)

Marketing Plan
SMART Goals
IMPLEMENT A VISITOR ENGAGEMENT PROGRAM
SPECIFIC: Implement conservation and educational
signage.
MEASURABLE: Install 10 signs to keep the tourist aware of
how they will help
ACHIEVABLE: Use to sustain
existing theto
staff resort.
keep them reminded.
RELEVANT: Promotes sustainable tourism and awareness.
TIME-BOUND: Fully implemented within a year. (December
31, 2025)

Marketing Plan
 Strategic and Action Plan
Short-Term Mid-Term Long-Term
Strategies Strategies Strategies
(0-6 (6-12 (1 YEAR AND
MONTHS) MONTHS) BEYOND)
• Establish and optimize an official • Solidify the resort's commitment to • Produce clear, concise, and visually
website. environmental awareness and local appealing signage with messages that
• Create content that will highlight Bato heritage. focused on: Proper waste disposal and
Spring’s natural beauty, environmental • Develop and promote outstanding recycling guidelines, respecting the
initiatives and natural preservation images, videos, and stories natural environment, importance of
efforts. attractions, beauty, and maintain your preserving the spring’s ecosystem, and
releasing rate constant across all encouraging responsible behavior (e.g.,
• Engage with influencers, content
platforms (at least 3 to 5 times each no diving).
creators, and bloggers for
week). • Implementing responsible practices to
collaborations to attract more tourists.
• Improve the amenities, infrastructure, protect the natural environment and
• Develop promo packages that contain
and signage. ensure long-term viability.
compelling offers for weekday and off- • Implement price adjustment strategies • Maintain its popularity as a popular
season stays and announce the promo
to offer attractive prices on weekdays leisure destination while offering
through social media platforms.
and during off-peak hours. affordable and accessible recreation
options.

Marketing Plan
Conclusion
In conclusion, Bato Springs Resort has a distinct and attractive offering based on its natural
spring waters and calm setting, making it a welcome alternative to more traditional resorts. The
marketing plan lays out a clear strategy for using these strengths, addressing existing
weaknesses, capitalizing on emerging opportunities in local tourism, and mitigating potential
threats in the competitive landscape. Bato Springs Resort can achieve increased weekday and
off-season bookings, increased social media engagement, and a loyal visitor base by focusing
on a budget-conscious target audience, implementing a strategic marketing mix that
emphasizes digital promotion and local partnerships, and striving for SMART goals. The short-
term, mid-term, and long-term strategies presented here serve as a road map for long- term
growth, emphasizing both visitor satisfaction and environmental responsibility. Finally, constant
execution of this marketing approach, together with a commitment to preserving Bato Spring
Resort's natural appeal and affordability, will be critical in fulfilling its goals and showing itself as
a favored destination in San Pablo, Laguna.

Marketing Plan
 THANK
THANK YOU!
YOU!