Blue Spa [Brand Management] Pratik Negi
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![14097000<br />INTERNATIONAL INSTITUTE OF PLANNING AND MANAGEMENT<br />AHMEDABAD<br />SUBMISSION<br />ON<br />DESIGNING THE BRAND STRATEGY ALONG WITH THE MARKETING<br />PROGRAMS FOR IMPLEMETATION WHILE LEVARAGING THE SECONDARY<br />BRAND KNOWLEDGE TO BUILD THE BRAND EQUITY IN DETAIL<br />FOR<br />BLUE SPA<br />Submitted To:<br />Prof. Dr. RAJIV PANDIT<br />Submitted By:<br />Pratik Negi<br />SS/09-11/ISBE<br />About the Sector we are discussing about <br />Market Trends – Male spas. Teen spas. Foot spas. Medical spas. The unveiling of very specific market niches has become increasingly popular as the spa industry has grown exponentially in the last few years, and spa developers are creating niches to beat the competition. Chambers and Collier also believe 2006 trends will see an increase in chain spas (similar to McDonalds in the fast food world) available in malls and shopping complexes that service to a mass market with treatments available at a lower price point. <br />Environmental Issues – Slowly, developers will be more consciousness about environmental awareness and build more “green” spas, those which are energy efficient, conserve water, utilize recycled building materials, and are built in a way that minimizes the impact on the environment, among other things. Many spa products already use all-natural ingredients and are packaged in recyclable plastic containers or refillable bottles. There are also many products that donate a portion of proceeds to an environmental charity or back to the community. <br />Government Issues – The government’s involvement will be increasing in defining Medical Spas and its licenses, practitioners and regulations. In 2005, lobbying concerning employee wages (minimum hours vs. flexible hours), tracking tips and compensation will see more results and changes in 2006. <br />Health and Sanitation – Consumer awareness is on the rise about the risks and dangers associated to spas and the cross-breeding of bacteria by guests. New spa products and equipment have developed to aid in bacteria prevention, such as pipe less pedicure chairs. Chambers and Collier wouldn’t be surprised if inspection ratings will be required to be posted for public display (similar to restaurants in some parts of the country) in the near future. <br />Operational Issues – As competition increases, Spa Directors will be forced to run a more efficient establishment operationally, cutting unnecessary costs, tightening front desk operations, running more effectively and taking advantage of unique marketing and sales opportunities.<br />About the Company<br />The Company <br />Blue spa as an important brand that represents quality in<br />,[object Object]](https://image.slidesharecdn.com/bluespabrandmanagement-pratiknegi-100406103943-phpapp02/85/blue-spa-brand-management-pratik-negi-1-320.jpg)
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Blue Spa [Brand Management] Pratik Negi
- 2. fitness
- 3. Apparel
- 9. A creative marketing and PR program.
- 10. Creation of a brick and mortar retail presence in 2010.
- 11. Development of a wholesale distribution network by the third quarter of 2010.
- 12. The successful launch of a Bluespa Web presence by the first quarter of 2011.
- 14. Manpower.
- 15. Product logistics and quality control.
- 16. Product placement in key retail accounts.
- 17. A vertical retail presence in brick and mortar, catalogue and e-commerce.
- 18. The creation of a "buzz" about this "hot...new" brand among opinion leaders
- 20. Will not Consider only high income person rather average income group with more penetration
- 21. Provide a range of the lined sequence products
- 24. Multiple product strategyMarketing strategy <br />For the Skin care segmentation strategy and penetration in the market, that will guide to the competitive approach of the company to race against the other players in the market, Spa products are for the elite customer class but the company can utilize the products for average scale users for the mass scale usages.<br />For the apparel range the apparel market is full of competition thus. And the future ventures and the product range they are about to launch are already available. Rather it would be beneficial for the Bluspa to cater the product line to High and middle income group to make up the brand name. so that the image of the company doesn’t reflect the uniformity of the <br />Brand equity in detail-<br /> Skin Apparel<br />Bluespa<br />Overall positioningOf both the product line in uniform way <br />Transferable-Line categorization helps Continuous Product improvement in both lines<br />Communication strategy<br />Working independently<br /> For both line <br /> <br />Adaptability will increase with line distinctionLikeable –products are innovative in both lines <br /> d<br /> <br />BY<br />Pratik Negi<br />ISBE SS (09-11)<br />Roll number-- 27<br />