Presentation On Services Management

SPA INDUSTRYGuided By: Mrs. Sonal Dabke

ON

Group Member

• Safiya Shaikh C-46

• Manas Chaturvedi Ex-03

• Smita Kamble C-33

• Prasad S. C-21

• Rohit M C-26

• Pradnya Patil C-06

Spa Industry In India

• 2,300 spas - US$ 400 million annually

• Expected increase in hotel spas by 20 per cent

and day spas by 30 per cent

• 20-25 major spa centres

• Northern India - the biggest increase in spa

development in the country

• Kerala region is a well known destination for

‘Ayurveda’

Classification of Spa Industry

• Destination spas

• Resort hotel spas

• Day spas

• Medical spas

• Mineral springs

• Club spas

Spa Trends • The New “P” Word

• Year of the Hammam

• Not “Going to,” But “Belonging to” a Spa

• The Online Spa

• The Hybrid Spa

• Wellness Tourism Wows

• Celebrating Celebration

About Aura Thai Spa

• Spa owned by Aura Thai Spa Pvt. Ltd.

• Founded by two Indians in 2006

• Company has presence in – Dubai- UAE,

Thailand, India

• Most of the functions are operated from

Thailand

Aura Thai Spa

• A leading provider of the world-renowned

Thai Spa and wellness services.

• 11 spas in Mumbai, starting with the one

in Bandra, Pali Hill.

• Plans to set up a massive network of 300

spas by 2015

Major Players

• Aura Thai Spa- Chembur, Bandra

• Nirmal Herbal Spa- Chembur, Powai, Andheri

• Kerala Ayurvedic Spa, Chembur (E&W)

• Spatika, Chembur & Vashi

• Cosmic Mandala 15- Colaba

• Antara Spa-  Andheri West

• Myrah Spa- JVPG Scheme, Juhu.

Core competencies

• Thai Spa - Staff called exclusively from

Thailand

• Nirmal Herbal Spa- Naturopathy

• Kerala Ayurvedic - Ayurvedic & Panchakarma

• Spatika – Naturopathy & Ayurvedic

• Cosmic Mandala 15- back massage, and

extensive holistic skin renewal treatments

• Antara Spa- Combining Swedish and

aromatherapy techniques

• Myrah Spa- Special pregnancy packages,

and sports massages.

SWOT ANALYSIS

AURA THAI SPA Central location. Competitively priced.. Imported Spa products. Ambience. Hospitality. Wide variety of services. Quality of Therapist. Experience. Best value for time & money. Customer satisfaction& Delight. Maximized service potential

• STRENGTHS• OPPORTUNITIES Health concerns & stress

within the minds of customers is gradually increasing.

High growth rate as Spa’s are connected to other industries such as food & Herb

High Disposable Income.

AURA THAI SPA

New to the area.

Unfamiliar business to locals.

Lack of ability in foreign language.

• WEAKNESSES • THREATS

High Budget investment.

Strong competitiveness

from other payers.

STPD ANALYSIS

SEGMENTATION Geographic segmentation .

Region. Country size. City size. Density.

Demographic segmentation.

Age. Sex. Family size. Income. Education & occupation. Social class.

SEGMENTATION Psychographic segmentation.

Lifestyle/attitude. Personality. Purchase habits. Benefit sought. Usage rate & loyalty Price sensitivity.

TARGETING Potential customers include overseas travellers or expatriates. who are health conscious & care about their personality and

looks. pamper themselves with massage therapy, body and facial

treatments. prefer alternative health care. individuals with medium or higher disposable income. sometimes have chronic pain or old injury issues. massage 1-4 times a month for relaxation or try to have

massage as regularly as they can afford. use massage as preventative health care. Hotel referrals.

POSITIONING

TREAT YOUR BODY. RELAX YOUR MIND

VISION - Relieving your stress, Making you happy.

MISSION – To share the wonders of authentic Thai Spa among the Indian masses, and become the first of its kind authentic/ original Thai Spa treatment chain in India.

CONCEPT - Providing absolute Rejuvenation.

DIFFERENTIATION Authentic Spa treatment based on the age old ,time- tested

Thai herbal/ holistic practices and folk wisdom. Well qualified &Trained Thai Spa Therapists by ministry of

health and education ,the most credible organization for promoting the Thai Spa Concept.

Ambience and atmosphere of the place has been meticulously planned and developed to represent authentic Thai Spa.

Purest & Best quality Spa products are directly and exclusively imported .

Services packaged and priced with the sole focus of offering the best value for time and money.

Pleasant & courteous attitude of both therapist & support personals .

Porters Five forces Model

7 Ps

Products

• Facials

• Body Scrubs

• Body wraps

• Traditional Thai massages

• Thai herbal compress

• Foot reflexology

• Specific Massages

Price1) Full Body Traditional Thai Massage (Dry Therapy)30 min - Rs. 90060 min - Rs. 160090min - Rs. 2250120 min- Rs. 2600120 min + Herbal ball compress- 3200 2) Full Body Aromatherapy Massage ( Oil Massage)Starts with 60 min - Rs. 1900 & Ends at 120 min + Herbal Ball Compress - 3800 

Price3) Foot Reflexology30 min - Rs. 90060 min - Rs. 160090 min - Rs. 2250120 min- Rs 2600120+ herbal compress under – Rs 3200

4) Specific Therapy ( Back & Shoulder/ H & S)30 min - Rs 90060 min - Rs.160090 min - Rs 2250120 min - Rs. 2600120 + Herbal ball compress - 3200

5) Thai Herbal Compress Therapy - Rs. 2100

6) Therapy Combinations60 min Thai + 60 min Aroma Therapy - Rs. 320060 min Aroma Therapy + 60 min Foot Reflexology - Rs. 3200

7) Body Scrubs: ( Raw Sugar Polish) - 60 min - Rs. 2250 8) Body Scrubs : ( Lemon Salt Glow) - 60 min - Rs. 2250 

 

9) Body Wraps:  (Dead sea Masque) - Rs. 2600  10) Body Wraps: ( Whitening Body Masque) - Rs. 2600 11) Facials : ( Wipe away the years) - Rs. 3800

12) Manicure: Rs. 550      Pedicure : Rs. 650      Both: Rs. 1000 13) Facials ( Luxury ) - Rs. 3800 14) Facials Refine - Rs. 3200 

Promotion

Silver membership card

Gold membership card

50% Discount on four working days

Adds in newspapers

Distribution pamphlets thro. Local newspaper vendors

Promotion• Platinum membership card

• Diamond membership card

Contd….

• Services to hotels which does not have their own spa

• Prior to opening meeting with managers at local hotels

promotions will be offered to create buzz and build

relationships.

• Online website- Spa Scheduling Software

• Advantage of place

Place

• Bandra

• Varsova

• Colaba

• Chembur

• Powai

• Ghatkopar

• Juhu

• Breach candy

• Worli

• Malabar hill

Process

Reaching the Spa

Relaxing for sometime

Service is provided

Provide Refreshments

Feedback is taken

Taking Appointment

Physical Evidence

• Internal Ambience

• Lighting

• Interior Decoration

• Spa product ingredients for massage oils, herbals  compresses, scrubs and facials, etc

• Thai Sitting (Sofa, Bath Pool, Chairs etc)

• Soft Music

People

• Therapists are Thai nationals, trained and certified by the Thai Ministry of Health & Education.

• 360 Degree feedback system

• Employee involvement

SERVICE BLUEPRINTSERVICE BLUEPRINT

Escort client to seat

Move to conditioning

areaBath

Massage Therapy

Quality of MassageQuality of herbs used

Script for refreshments

Conversation with client

Maintain Refreshment

Offer Refreshment

Challenges

• Highly fragmented and unregulated

• Lack of standardization

• Same traditional treatment

• Lack of accredited training institutes

• Perception of people

CONCLUSION

Source of Information

• Services Marketing, 6th edition, Christopher Love lock & Jochen Wirtz

• http://www.aurathaispa.com• http://goindia.about.com/od/yogawellbeing/tp/top-

spas-india.htm• http://spas.about.com/od/stressmanagement/tp/

globalspatrends.htm• http://goindia.about.com/od/yogawellbeing/tp/top-

spas-india.htm

Thanks