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  • Balancing work and leisureWhy balance their life?Why is our spa an immediate need for target market?a work week that is too long will result in more material goods at the cost of stress-related health problems as well as a "drought of leisure
  • http://www.scribd.com/doc/6965490/Segmentation-Targeting-and-Positioning ( use this website for help)I had a little bit of trouble with this so if you could just read over and make sure I am on the right track.. If I need to reword anything or fix something, just let me know. Thanks!

Transcript

  • 1. Le Mode de Vie
    Day Spa
    Ramzy Coleman, Christina Davis,
    Alex Gray, Karina Munoz,
    Ashley Pritchett, Megan Riley
  • 2. Current Socio-Cultural Issues
    • The #1 reason that people visit spas is to relieve stress and to feel
    • 3. The average American works more hours than workers in many other developed countries
    • 4. The average woman spends 38.5 hours per week working.
    • 5. The average man works 41.5 hours per week
    • 6. 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
  • 7. Current Socio-Cultural Issues
    • “Going Green” and being “Eco-Friendly” is a fast growing trend
    • 8. 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
  • Industry Trends
    • Simplified Menus
    -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
  • 9. Industry Trends
    • Social Media
    -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
    • Preventative Care
    -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
  • 10. 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.
  • 11. 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.
  • 12. Competition
    Belfiore
    (Luxury Leader)
    Palomar Dallas Exhale Spa
    ( Luxury Follower)
    Spa Habitat
    (Eco Leader)
    Corinthian Wellness Spa
    ( Eco Follower)
    Veria Wellness Spa
    (Lower Priced Leader)
  • 13. Brand Positioning
    Luxury
    Le Mode de Vie
    Eco-Leader
    Eco-Follower
    Budget
  • 14. Threats
    • Better known brands entering the market
    • 15. New competitors
    • 16. Reduced spending due to economy
    Opportunities
    • Educating future, possible target market
    about reusing, reducing, and recycling
    • Bring awareness to general public about our
    environment
    • Expand target market
    Weaknesses
    • Target market not knowing
    about Le Mode de Vie
    • Existing competitors in
    the Dallas market
    Strengths
    • Joining Green Trend
    • 17. Using sustainable products
    • 18. The customers knowing that they are helping the planet
    • 19. Providing the public with safe beauty treatments
  • Demographic Profile
    • Sex: Male and Female
    • 20. Age: 25-45
    • 21. Income: 35,000+
    • 22. Marital Status: Single and Married
    • 23. Home Ownership: Home Owners
    • 24. Employment Status: Full-Time/ Homemakers
  • Psychographic Profile
    • Life style/attitudes
    -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
    • Purchase habits
    • 25. Buy organic products and stray from chemicals and preservatives
    • 26. Prefer products that have been recycled or that can be recycled
    • 27. Health products
    • 28. Health and Beauty magazines
    • 29. Benefits sought
    -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
  • 30. 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
  • 31.
  • 32. Color Pallette
    +
  • 33. 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
  • 34. Merchandising Strategy Unit Plan
    Product Width
    Product Length
    Product Depth = 12 (Avg Product Length * Avg Product Width) 12/4=3, 3*4=12
  • 35. 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.
  • 36. 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
  • 37. 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.
  • 38. 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.”
  • 39. 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.
  • 40. 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.