Le Mode de Vie Day Spa Ramzy Coleman, Christina Davis, Alex Gray, Karina Munoz, Ashley Pritchett, Megan Riley
Current Socio-Cultural Issues
The #1 reason that people visit spas is to relieve stress and to feel
The average American works more hours than workers in many other developed countries
The average woman spends 38.5 hours per week working.
The average man works 41.5 hours per week
The average annual income for Americans has lowered within the last 3 years to $35,000-$45,000
-people are more willing to go “green” when it is less expensive
Current Socio-Cultural Issues
“Going Green” and being “Eco-Friendly” is a fast growing trend
Government allows tax credits on being socially responsible
- creates more drive to use an eco-friendly salon
The spa is a one-stop-shop for all unique services
-reduces the amount of time in the car, less cars on the road, therefore less traffic and less pollution
The immediate need for our target market reduces the cost of stress-related health problems as well as the drought of leisure
-The focus is on the core of the business -Treatments are result oriented -The spa can be customer focused -Customized packages for customers
Going green/ Social Responsibility
-To prevent from pollution of the body and the Earth -Using organic and chemical-free, preservative free products -Only using products that can be recycled and reused -Energy efficiency throughout building structure
-Phone applications can provide convenient scheduling and wait times -People of all ages are tech savvy -Using Internet social websites, spas can offer up to the minute or exclusive deals
-Stress is a common factor of most diseases -Massages, acupuncture, and meditation aid in reduction of stress -The number one treatment desired at spas are massages -The number one reason people go to spas is to relieve or reduce stress
Consumer Group Report Consumers who go to spas tend to look to relax and are concerned about the environment. Females take 71% of consumers who go to spas. Males take 29% of consumers who go to spas. The breakdown by age goes by the following percentage of consumers: 14% are from ages 16 to 24 yrs old 28% are from ages 25 to 34 yrs old Most of the consumers who go to spas are college graduates with income medium of $35,000. Spend a roughly of $3000 on health care and another $3000 on entertainment.
Consumer Group Report According to LOHAS (Lifestyle of Health and Sustainability / Green Health Spa) the US population is divided among the following segments: LOHAS: is about 19% (estimated 43 million) who are concerned about personal and the planet health. This group buys environmentally friendly items but also take action by supporting groups. Naturalites: is about 15% (around 34million) and are focused on natural & organic goods. Drifters: make 25% (around 57 million) & have good intentions though other factors may influence their decisions such as trends and price. Conventionals: makes 24% (around 53 million) & they are practical they tend to recycle but are not all green.
Brand Positioning Luxury Le Mode de Vie Eco-Leader Eco-Follower Budget
Better known brands entering the market
Reduced spending due to economy
Educating future, possible target market
about reusing, reducing, and recycling
Bring awareness to general public about our
Expand target market
Target market not knowing
about Le Mode de Vie
Existing competitors in
the Dallas market Strengths
Joining Green Trend
Using sustainable products
The customers knowing that they are helping the planet
Providing the public with safe beauty treatments
Sex: Male and Female
Marital Status: Single and Married
Home Ownership: Home Owners
Employment Status: Full-Time/ Homemakers
-Busy lifestyles that cause the individual a need for relaxation -Are aware and open minded of the world around them -Often Liberal -Want to better the environment while bettering themselves -Nature enthusiasts -Avid Recyclers -Trendy and fashion forward
Buy organic products and stray from chemicals and preservatives
Prefer products that have been recycled or that can be recycled
Health and Beauty magazines
-To take care of the body -To maximize the body’s health and beauty -To minimize the damage of the Earth -To promote and support the environmentally conscious community
Brand Value Hierarchy Core benefit Eco-friendly way of life Basic Product Day Spa Services Expected Product All spa services use with ‘green’ products Augmented Product Select from a variety of green products that benefit you the most, can customize own spa packages Potential Product Yoga and Pilates Center; Eco friendly hair and nail salon
Color Pallette +
Mixing and Matching of Brand Elements Textiles: Bamboo, Hemp, Chenille, Silk, Cotton (all organic) Materials: Wood, Stones, Flowers, Green Plants Inspiration from environment, use of environment, products made from environment
Evaluating Brand Position Important- using all organic and chemical-free, preservative free products as well as using products that can be recycled and reusable Distinctive- offers multiple services by using sustainable products and the treatments are result oriented Superior- the spa is result oriented through the treatments with extraordinary customer service Preemptive- offers 24 different types of facials, body treatments and massages. These can also be customized to the individual Affordable- going all natural, eco-friendly and organic can be expensive. At Le Mode de Vie, services are at reasonable price with a luxury feel Profitable-with proper awareness, the spa can educate the future, possible target market about reusing, reducing, and recycling which will result in our consumer coming to Le Mode de Vie to accomplish their eco-friendly consciousness.
Differential Tools Product Eco-friendly, organic, and natural massages, and facials Personnel Trained staff knowledgeable in the latest trends and products for more efficient eco-friendly, natural or organic new products. Channel When the customers leave the spa they will leave a good word of mouth to friends stating how eco-friendly the spa was with all natural and organic products Image Store atmosphere will reflect the eco-friendly lifestyle with all the materials used and decorations reflecting the theme
Consumer Based Brand Equity Resonance Being a one stop spa with a luxury feel at affordable prices, loyal customers with repeatedly come back for unique customized packages and customer service. Feelings Judgments Le Mode de Vie spa’s vibe is full of warmth, fun, excitement, security, social approval and self-respect therefore consumers make Le Mode de Vie their one and only spa Le Mode de Vie extraordinary customer service will bring attachment to going green, trustworthy in eco-friendly products and likeability with customized packages. Imagery Performance Le Mode de Vie prides itself on exceptional customer relations and service. With follow up appointments and customized packages, each individual will feel personally pampered. Our image to our consumer is to know they can be pampered without harming their skin or the earth. By going all natural and using recyclable products, they are fulfilling intangible needs. Salience Le Mode de Vie is the new distinctive organic spa. Offering many services at an affordable price with a luxurious and pleasant environment.
Establishing Brand Equity The Law of the Name: “A brand must make up a unique idea that will set them apart from their competitors” The Law of word: “A brand should strive to own a word in the mind of the consumer.” The law of Advertising: “Advertising gets your logo into the minds of millions and billions of people around the world.” The Law of Shape: “All it comes down to is what the name says in the mind of the consumer.”
Increasing Sales Direct mail We will send out Postcards made from recycled paper. (Not just to potential customers but also to existing customers) Magazine ads Ads to let everyone know about Le Mode de Vie and how we are following the “Going Green” trend, what we have to offer and specials coming up that month. Spa Parties Sending out invites to our customers who want to have a group of their friends come and have a spa day. Let them enjoy our services at a discount rate. (from birthdays, bachelorette parties, just to have fun…) Customer Service Educate our customers about being eco friendly and what extra services we have to offer that they have never tried. Every week go back through our customers and check with their satisfaction. Give heads up on new and upcoming services for the spa (via email, phone call) Send out thank you cards to all the customers. Make sure customers are greeted by name when they arrive. Set up a customer rewards program. A points system that customers earn various rewards such as discounts on merchandise, ½ off massage packages… The more they purchase the more points they can get for free items.
Increasing Brand Knowledge Promotion of eco- friendly and “going green” inside store and outside though: For all customers we will give a Welcome speech educating them about our products , what's in them and how they work, and our services. Having little eco friendly facts throughout the spa and tips on how to stay eco friendly. Handing out pamphlets to the public about eco friendly news and how our salon works with our environment to make the world a better place. Advertisements in Magazines like Glamour, Real Simple and Body and Soul to introduce our name into the Green world and let consumers know we are one of a kind.