DATA COLLECTION

Session 5 Assignment Abhinav - 71520071 Shanmukh - 71520022 Swarna - 71520112 Vinisha - 71520104

City : GurgaonBusiness : Spa & Wellness Center

Problem StatementOur 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.

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)

Reason : Choosing BusinessWhy 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.

Proxy ListProxy 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

MALLS

Banks

Hotels

SPAS

Clustering Dendrogram

Combined View - All

Region Clustering

Inferences - 1Regions 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 reachabilityScarce Spa and wellness centers make it a good entry point.

Slide 12 : Cluster

Slide 11 : Combined

Inferences - 2Regions 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 SpasNatural 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

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R Code

Thanks