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Branding
 

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    Branding Branding Document Transcript

    • Project report On Branding Holistic Health Center Submitted to Prof. Harish Bijoor On 10th January, 2008In partial fulfillment of the course Brand Management for the requirement of Post Graduate Program in Management at Indian Business Academy, Bangalore Submitted by Group Mamta Banerjee Anusha Shankar Asutosh Mishra Mohammed Mustafa Priyankar Singh Sandeep Ghosh Shiv Kumar Pandey
    • Vayu – Wellness Solutions for the Corporate Table of Contents Page No1. Methodology…………………………………………………………………………..32. Description ……………………………………………………………………………4 2.1 The premise………………………………………………………………………...4 2.2 Segmenting…………………………………………………………………………4 2.3 Targeting……………………………………………………………………………5 2.3.1 Justification for the Target Market…………………………………………...5 2.5 Gap Analysis………………………………………………………………………143. Branding Elements ………………………………………………………………….14 3.1 Name & Logo……………………………………………………………………..14 3.2 Tagline ……………………………………………………………………………14 3.3 Positioning………………………………………………………………………...15 3.4 Place……………………………………………………………………………….15 3.5 The Service Offering………………………………………………………………15 3.6 Promotion………………………………………………………………………….21 3.6.1 Below the Line Promotion Activities……………………………………….21 3.6.2 Print…………………………………………………………………………22 3.6.3 Radio………………………………………………………………………..22 3.6.4 Out of Home………………………………………………………………...23 2
    • Vayu – Wellness Solutions for the Corporate 1. MethodologyThe whole work for the project has been completed in the following manner. • Brainstorming and reaching a consensus on the brand name, tagline and the USP of the brand • Dividing the work of completing the work among different members of the group according to competency • Meeting regularly to discuss about the progress and seek clarifications. • Half of the group engaged in the preparation of the presentation and the report and the other half involved in the outdoor promotion and making available all the promotional and other materials required for the project • Finally coming up with the report and the presentation along with the ads. • The whole process has been divided into two parts 1. The description of the research and justifications for the branding elements 2. The various branding elements and their detailed description 3
    • Vayu – Wellness Solutions for the Corporate 2. Description“Customers want brands that are narrow in scope and distinguishable by a singleword, the shorter the better.” - Al Ries2.1 The PremiseThe above quoted sentence of Al Ries is the premise on which we worked on this project.The product that we were supposed to brand was “Holistic Health Center”. As per theinstructions given to us this holistic health center was supposed to have the followingservices: • Gym • Spa/Message • Cosmetic center • Public speaking counselor • Etiquette center • WineryBut after brainstorming we realized that there is a hurdle with this kind of a health centerwhich offers all kinds of services, but specializes in none. The current era is an era ofspecialists not generalists. According to Ries what this format lacks is the narrowness inscope and focus. But focus is essential for effective branding and so we decided that wewill focus not on the service given because compromising on any service will make itless than a holistic health center.We decided that we will focus on the different profiles of the customers. Given below isthe various customer segments. 4
    • Vayu – Wellness Solutions for the Corporate2.2 SegmentingIn the health industry the customers can be segmented broadly in the following threecategories: 1. Student: Health conscious students can and do avail of the services like gym, spa, cosmetic and facial enhancement, public speaking, etiquette, etc. But for them it’s more of a fad than a serious consideration. And the numbers of such customers is limited. Many times the cost of availing such services is also a hindrance. 2. Housewife: This segment comprises of women who stay at home and don’t work anywhere. This is the least interested segment when it comes to availing of the new age health services because of both lack of knowledge and inclination. 3. Corporate customer: This segment includes all those people who work in offices. It also includes all the married and unmarried working men and women.2.3 TargetingBased on the above classification we decided to target the third segment of customers i.e.the corporate customer. Given below is the detailed justification for this decision.2.3.1 Justification for Target MarketGiven below are the results of a small survey done among working individuals to find outthe potential of a holistic health center for the corporate executives. Let us first analyzethese figures. 5
    • Vayu – Wellness Solutions for the CorporateFigure 1: Age Classification of Working Individuals Respondent Age 45% 40% 35% 30% 25-30 yrs Percentage 25% 30- 35 yrs 20% 35- 40 yrs 15% 40 yrs and above 10% 5% 0% 25-30 yrs 30- 35 yrs 35- 40 yrs 40 yrs and aboveWhat is clear from the above figures is the fact that working individuals can be of anyage starting from as low as 25 years. And so the market size is definitely vast.Figure 2: Working Hours of the Respondents Working hours 16 No. of respondents 14 12 10 5-day Week 8 6-day Week 6 4 2 6-8 hours 0 8-10 hours 5-day 6-day 6-8 8-10 More More than 10 hours Week Week hours hours than 10 hoursFigure 3: Stress response showing individuals getting stressed out vs. the ones notgetting stressed at the end of the week 6
    • Vayu – Wellness Solutions for the Corporate Stress Response No 10% Yes No Yes 90%From the above figure it is clear that stress is a major factor of concern for corporates.And the healing of stress provides a wonderful opportunity for a holistic health center.Figure 4: Whether or not de-stress facilities are provided by the company De-Stress facilities in the Company No 40% Yes No Yes 60% 7
    • Vayu – Wellness Solutions for the CorporateFigure 5: The various activities provided by the company for de-stress De-Stress Activities by Compay 14 No. of Respondents 12 10 8 6 4 2 0 Gym Recreation Outings Tie-up with Others Room other companiesFigure 6: Activities undertaken by individuals on their own to counter stress Activities to counter stress 8 Walking 7 No. of Respondents Gymming/ 6 Excercising 5 4 Swimming Yoga Others 3 Massage 2 Treatment 1 0 Activities to counter stress 8
    • Vayu – Wellness Solutions for the CorporateBoth figures 5 and 6 show that a holistic health center that has complete health solutioncan be major success among working professionals.Besides the above figures a few other general points given below support the opportunityof a holistic health center for corporate requirements. • Bangalore is the commercial capital of South India, so the size of the working population is quite huge. • The majority of the working population in Bangalore is in the IT industry, which requires long working hours and is the reason for stress and other health problems • The culture of the city is cosmopolitan with the working population having high disposable income, so propensity to spend for new-age health services will be more. • Lack of a health care center which offers complete healthcare solutions customized solely to corporate requirements. So there is an opportunity of first mover advantage.2.4 Situation Analysis (including competitor analysis)Given below is the current market situation in Bangalore in terms of the individual healthservicesGymCompetitorsThere are 109 gyms in Bangalore.Ex- The Body Care, The GYM, VLCC, Weight loss, Slim point, Inspiration, Fitness oneetc.PriceOn an average the charges are in between 500 to 750.Investment 9
    • Vayu – Wellness Solutions for the CorporateInvestment upto Rs. 7 to 10 lakhsIdentified customersAverage and upper middle class people age group in between 18 to 40.Services • Separate instructors of Men and Women. • Personal attention given to all members. • Aerobic classes for weight loss. • Separate changing room for men and women. • Lockers availability. • Steam bath facility.Spiritual CenterCompetitorsThere are 45 spiritual centers in Bangalore.Ex- Art of Living, Vivekananda Ashram, ISKCON Bangalore, Dhamma SumanaVipassana Meditation, Sri Mathrudevi Vishvas Shanti Ashram, Shri ShivabalayogiMaharaja center etc.PriceFor basic course Rs. 2000.For advanced course Rs. 3000Identified customersAge group above 35Services • Yoga and Kriya for both body and mind. • Presenting Spiritual Principles in a practical and instantly usable way. • We honor whatever faith belief you have and offer tools to help you become more effective in your life and your community. 10
    • Vayu – Wellness Solutions for the CorporateEtiquette CenterCompetitorsNo cluePriceFor beginning course: Rs. 750 (3 month course alternate days in a week)For learning course: Rs. 1000 (3 month course alternate days in a week)For advanced course: Rs. 1300 (3 month course alternate days in a week)Identified customersTraining for BPOs/Call Centers/Tech Support Centers, IT professionals, students etcServices • English Grammar/Language Enhancement • Call Center/BPO Specifics • Customer Service • Telephone Etiquette • Voice & Accent • Cultural Awareness • Telemarketing • Handling the Night Shift • Vertical Specific Process Training • Leadership & Soft Skill training • Mind reprogramming & Developing the 6th Sense • Communication skills & Business etiquette • Time managementSpa/MessageCompetitorsThere is 6 spa centers are there in Bangalore.There is 8 massage parlor are there in Bangalore. 11
    • Vayu – Wellness Solutions for the CorporateSpa ex- Angsana Spa, Soukya Spa, Rejuve Spa, Cleopatra Spa, Kerala Ayurvedic HealthSpa, Golden Palm SpaMassage ex- Navya Massage Parlour, Bangalore Massage Provider, Health way healthsolution, Institute of Naturopathy and Yogic Science, Kaya Skin care, A one relaxationbody massage etc.PriceBasic treatment- Rs.2000Advanced treatment- Rs.4000Luxury- Rs.7500Normal massage- Rs.250Ayurvedic massage- Rs. 400Kerala massage- Rs.500Identified customerTourists, IT professionals, Call center employees, GYM members, Women (workingwomen) etc.Services • Sauna and steam bath. • Treatment for face and body. • Wraps. • Hydrotherapy suite and a salon. • The Spa also features a healthcare complex. • Cosmetic surgeries conducted by plastic surgeons. • Massages. • Ayurvedic massage. • Kerala massage 12
    • Vayu – Wellness Solutions for the CorporateCosmetic CenterCompetitorsCosmetic Skin care centerDr. Sudhas Skin & Cosmetic CenterNational Skin and Hair centerSaparan ClinicMalleswara Diagnostic & Day Care CenterPriceIdentified CustomersCollege going Boys and Girls, Women (working), MenServices • Liposuction • Contour Thread lift • Fat Transfer • Thermage • Restylane • Sclerotherapy • Microdermabrasion • Chemical peels • Radiesse • Dermatology • Cosmetic surgery • Vitiligo Grafting • Laser hair removal • Hair Transplantation 13
    • Vayu – Wellness Solutions for the Corporate2.5 Gap AnalysisBased on all the above mentioned facts and figures we can conclude that there is a gapbetween the demand and the services provided. This is explained in the diagram givenbelow The demand for a health The services are center which cater to the currently provided corporate requirements. individually with some Something which is very strong brands in convenient and each service. No exclusively for the existence of a holistic corporate whiczkids health center for working population 14
    • Vayu – Wellness Solutions for the Corporate 3. The Branding Elements3.1 Name & LogoVayu is the Sanskrit equivalent of air. Air symbolizes life and spirit. So the name isappropriate for a health center which focuses on the treatment not just the body but alsothe mind and the spirit. The shape of the “Y” in Vayu symbolizes air flowing upwards ina circular manner. It can be interpreted as the infusion of life and spirit. The colour of the“Y” is symbolizes peace and tranquility.As per naming convention also the name is good. It has four letters and is of twosyllables.3.2 TaglineThe tagline of the brand Vayu is:“Wellness Solutions for the Corporate”The tagline clearly brings out the USP of our product i.e. the unique health solutions forthe corporate customers. In this respect the tagline is not just an ad on to the brand but isbringing out the speciality of the brand. 15
    • Vayu – Wellness Solutions for the Corporate3.3 Positioning: Becoming the number 1 complete wellness solutions provider for thecorporate in Bangalore.3.4 Place: Koramangla, 5000 sq. ft.3.5 The Service OfferingCorfit: This is our special corporate fitness and weight loss programme. This programmemakes use of the state-of-the-art air conditioned gymnasium of Vayu equipped withspecial trainers who take care of the unique corporate fitness requirements. The gym alsohas steam bath and sauna bath facilities.Monthly membership fee: Rs. 600Spa: The spa/massage center at Vayu is again a delight for the corporate visitor. Apartfrom the normal messages it also has the advanced treatments which cater specially to thestress related ailments. The spa at Vayu is a complete rejuvenation center.Basic treatment- Rs.2000Advanced treatment- Rs.4000Luxury- Rs.7500Normal massage- Rs.250Ayurvedic massage- Rs. 400Kerala massage- Rs.500Hyperbaric Oxygen Therapy (HOT): This is a special treatment which is recognized asan effective treatment for 13 specific conditions mentioned below. 1. Embolisms (air or gas bubbles in the bloodstream, which may travel to the brain or lungs); 2. Carbon monoxide poisoning (from inhaling smoke or car exhaust); 3. Gas gangrene; 16
    • Vayu – Wellness Solutions for the Corporate 4. Crush injury, Compartment Syndrome and other acute traumatic problems where blood flow is reduced or cut off (e.g., frostbite); 5. Decompression sickness (the bends); 6. Enhancement of healing for wounds such as diabetic foot ulcers; 7. Exceptional blood loss (anemia); 8. Intracranial abscess (an accumulation of pus in the brain); 9. Necrotizing soft tissue infections (flesh-eating disease); 10. Osteomyelitis (bone infection); 11. Delayed radiation injury (e.g., radiation burns that develop after cancer therapy); 12. Skin grafts and flaps that are not healing well; and 13. Thermal burns (e.g., from fire or electrical sources).Cosmetic Center: The cosmetic center uses the most revolutionary and advancedskincare services. The services use US FDA approved technology, confirm to the highestinternational quality standards and are suited for all skin types.Corporate Etiquette and Winery: The Etiquette classes of Vayu help business maintainthat competitive edge. The business executives learn to remain up-to-date in his soft skillsand dining skills and top it all with a glass of wine from our winery.Beginner’s course: Rs. 750Learner’s Course: Rs. 1000Advanced Course: Rs. 1300HealthOxygen™: This is another speciality of Vayu. This programme is uniquelydesigned to take care of the stress related health problems of the corporates. This is theFlagship programme of Vayu and it incorporates all the services to give a holistictreatment.Basic HealthOxygen™: This is typically for the junior management. The duration is of 2hours. Services include 17
    • Vayu – Wellness Solutions for the Corporate • Introduction to wellness- mind, body and soul • Stress awareness and stress test • Spiritual discovery session • Health oxygen session 1. Restorative Yoga and Stretches 2. Breath works 3. Meditation 4. Neuro-Linguistic Programming 5. Whole Body Relaxation 6. Music Therapy 7. Aromatherapy 8. Creative VisualizationAdvanced HealthOxygen™: This is for the middle management. Duration 3 hours.Services include • Introduction to wellness- mind, body and soul • Stress awareness and stress test • Spiritual discovery session • Health oxygen session 1. Restorative and Cardio Yoga 2. Breath-works 3. Meditation 4. Neuro-Linguistic Programming 5. Whole Body Relaxation 6. Music Therapy 7. Aromatherapy 8. Creative Visualization 9. Spiritual Reflections 10. Cathartic Writing 11. Dance Therapy 12. Stress Relief Games 13. Wellness Discussion 18
    • Vayu – Wellness Solutions for the Corporate 14. Q&A and an evaluation discussion 15. Online Employee Survey and analysis to management after each sessionExecutive HealthOxygen™: This is for the senior management. Duration is of 4 hours +1 Hour counseling. Services include • Introduction to wellness- mind, body and soul • Stress awareness and stress test • Spiritual discovery session • Health oxygen session 1.Restorative and Cardio Yoga 2. Breath-works 3. Meditation 4. Neuro-Linguistic Programming 5. Whole Body Relaxation 6. Music Therapy 7. Aromatherapy 8. Creative Visualization 9. Spiritual Reflections 10. Cathartic Writing 11. Dance Therapy 12. Art Therapy 13. Role Play 15. Wellness Discussion 16. Dietary and Nutritional Counseling 17. Q&A and an evaluation discussion 18. Online Employee Survey and analysis to management after each session 19. 1 hour of Life Coaching & Counseling per sessionWomen HealthOxygen™: This is for working women. The duration is 4 hours. Theservices include. • Introduction to wellness- mind, body and soul • Stress awareness and stress test • Spiritual discovery session 19
    • Vayu – Wellness Solutions for the Corporate • Health oxygen session 1.Restorative Yoga for Women 2. Meditation 3. Whole Body Relaxation 4. Music Therapy 5. Aromatherapy 6. Creative Visualization 7. Spiritual Reflections 8. Dance Therapy 9. Working Women Empowerment Application Exercises 10. Group Counseling on Working women’s Issues 11. Dietary and Nutritional Counseling 12. Q&A and an evaluation discussion 13. Wellness Tips for working women 14. Online survey on Working Women’s issues and analysis to managementMaintenance HealthOxygen™: This is for those who have availed of the otherpackages twice. The duration is 5 hours per week onsite.Other Benefits • Corporate memberships for the special HealthOxygen™ packages. • Complimentary membership for the Gym along with Maintenance HealthOxygen • Special option of family membership, wherein the non working member of the family can avail of the Gym and Spa servicesRates • Basic HealthOxygen: 300 per head for group membership, 500 for individual membership • Advanced HealthOxygen: 400 per head for group membership, 600 per head for individual membership • Executive Health Oxygen: 500 per head for Group membership, 700 per head for advanced membership 20
    • Vayu – Wellness Solutions for the Corporate • Women HealthOxygen: 500 per head for Group membership, 700 per head for advanced membership • Maintenance HealthOxygen: 4000 monthly membership fee3.6 PromotionConsidering the nature of the product, the branding process of Vayu will not be topdown, but bottoms up. It will be like any standard restaurant. A restaurant doesn’t spendheavily on promotion. The service speaks for itself.It will be the same for the promotion of Vayu. The branding will involve mainly belowthe line promotion activities. Mass advertising is neither feasible, nor desirable. Thepromotion expenditure also has to be taken into consideration. And since this is a first inBangalore, we expect the concept to be accepted fast.The promotional elements are given below in detail.3.6.1. Below the line promotional activities: • Giving regular promotional presentations in the corporate offices • Organising corporate seminars on the negative effects of stress. • Increasing awareness about the positive effects of holistic therapy through seminars and workshops for corporate • Putting up hoardings in public parks to catch the attention of the joggers • Putting up hoarding around hospitals and clinics to create awareness that prevention of disorders is better than cure • Organising health camps in the housing complexes on holidays giving demonstrations of the therapies specially the Hyperbaric Oxygen Therapies 21
    • Vayu – Wellness Solutions for the Corporate • Regular sponsoring of the local business conferences and seminars • Organising “The Corporate Fitness Challenge”. This will be a challenge or competition for the corporate. It will include 1. Explanation, training and initiation meeting for the challenge 2. Promotion materials to promote the campaigns to employees 3. educational weekly newsletter 4. An evaluation at the end of the challenge to measure effectiveness 5. Distribution of prizes • Starting the Healthy Living Newsletter. The introductory copy will be distributed free in the corporate offices along with the brochure. • Free Health Risk Assessment (HRA): This assessment will be done free in the corporate offices by the representatives of Vayu and if interested the employees can enroll for the relevant programme of Vayu based on the assessment.3.6.2 Print: • Ads in the local supplement of the national general and business dailies • Starting a holistic health column in the weekend supplement of ET and giving the details of the experts at Vayu and the various therapies provided there and asking the readers to send in their health and stress related problems3.6.3 Radio: • Heavy use of radio as a medium of promotion • Ads in the morning and late evening shows • Running campaigns like asking the listeners about their mental and physical health secrets and giving away free gift coupons for Vayu • Giving counseling for health related problems by the experts of Vayu 22
    • Vayu – Wellness Solutions for the Corporate3.6.4 Out of Home: • Heavy use of Out of home medium • For out of home promotion, video walls, bus shelters, airport, flyovers and highways can be used. • In all these places, either hoardings or live video displays can be used. 23