The document discusses location analysis for setting up a flagship spa and wellness center in Gurgaon, India. It provides information on four proxies - malls, banks, hotels, and existing spas - to identify high potential regions. Regions 9 and 17 near NH-8 expressway show potential due to proxies, accessibility, and available space. Regions 6, 10 and 11 on NH248A also show promise due to proxies and a developing natural setting ideal for wellness centers. The analysis helps shortlist regions for the new spa business based on spending power and future growth opportunities.

1. DATA COLLECTION
 Session 5 Assignment
 Abhinav - 71520071
 Shanmukh - 71520022
 Swarna - 71520112
 Vinisha - 71520104
City : Gurgaon
Business : Spa & Wellness Center

2. Problem Statement
Our Client is into Spa and Wellness center business.
He wishes to setup a chain of world class Spas across
different locations in India.
The Client wants us to consult in
 Finding right location to start his flagship center so
that he achieves good ROI (return on investment)
and develop good brand name.
 Way forward in setting up other centers with high
concentration of Upper middle Class and Elite
Class Customers with high spend potential.

3. Reason : Focal City
 Focal City : Gurgaon
 Gurgaon has emerged as good business hub in
the northern India due to its vicinity to National
Capital Region . People from different parts of
the country as well as abroad travel / work in
Gurgaon.
 According to report , Gurgaon is considered to
be best for Entertainment and leisure activities.
(http://indiatoday.intoday.in/story/india-best-cities-winners-and-why-
they-made-it-survey/1/251350.html)

4. Reason : Choosing Business
Why we choose to take Client’s business ?
 We want to create value by helping our
clients build world class services and growth
story mostly driven by factual data.
 The wellness center business segment is
poised to make waves as the urban life is
getting stressful day by day and people will
eventually realize the benefits of investing in
themselves , so tomorrow we may see lots
of tie-ups in this segment.

5. Proxy List
Proxy Reason
Malls Generally people go in these regions for leisure
activities
Banks To find middle or upper SEC residing regions in
the city
Hotels People travelling to Gurgaon are potential
customers so if the setup is in the neighbour-
hood then potential of high foot count.
Spas To see which regions have spas

6. MALLS

7. Banks

8. Hotels

9. SPAS

10. Clustering Dendrogram

11. Combined View - All

12. Region Clustering

13. Inferences - 1
Regions 9 & 17
 Potential areas with lots of malls,
banks , a few hotels and numbered
spas.
 Located on the NH-8 expressway
allows them to be easily accessible
 High density new residential and
commercial space
Inference:
The region looks promising in terms of
spending potential.
Newly developed area vouches for
availability of parking and easy access
in terms of reachability
Scarce Spa and wellness centers
make it a good entry point.
Slide 12 :
Cluster
Slide 11 :
Combined

14. Inferences - 2
Regions 6, 10 & 11
 Located on NH248A so easy accessibility
 Potential areas with lots of malls, banks , hotels
and spas , Although Spas are more in this
region but still their density is less as compared
to other proxies.
 Located in the outer of Gurgaon , amidst lush
green areas and Valley view and planned
economic zones.
Inferences:
The region is in the outer of Gurgaon and is still in
development as we cannot see a lot of planned
areas/localities on map.
But presence of other proxies portrays a high
potential zone with high numbers of Malls and
significant numbers of Spas
Natural rural vicinity makes it a good spot for
Spas and Wellness centers with a touch of
Nature .
It also suggests a potential region of expansion
as other areas are saturated and congested
Slide 12 : Cluster
Slide 11 : Combined

15. R Code

16. Thanks