Project report On Branding Holistic Health Center

Submitted to Prof. Harish Bijoor On 10th January, 2008

In 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 No 1. Methodology..3 2. Description 4 2.1 The premise...4 2.2 Segmenting4 2.3 Targeting5 2.3.1 Justification for the Target Market...5 2.5 Gap Analysis14 3. Branding Elements .14 3.1 Name & Logo..14 3.2 Tagline 14 3.3 Positioning...15 3.4 Place.15 3.5 The Service Offering15 3.6 Promotion.21 3.6.1 Below the Line Promotion Activities.21 3.6.2 Print22 3.6.3 Radio..22 3.6.4 Out of Home...23

Vayu Wellness Solutions for the Corporate

1. Methodology
The 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

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2. Description
Customers want brands that are narrow in scope and distinguishable by a single
word, the shorter the better. - Al Ries

2.1 The Premise

The 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 the instructions given to us this holistic health center was supposed to have the following services: Gym Spa/Message Cosmetic center Public speaking counselor Etiquette center Winery

But after brainstorming we realized that there is a hurdle with this kind of a health center which offers all kinds of services, but specializes in none. The current era is an era of specialists not generalists. According to Ries what this format lacks is the narrowness in scope and focus. But focus is essential for effective branding and so we decided that we will focus not on the service given because compromising on any service will make it less than a holistic health center.

Vayu Wellness Solutions for the Corporate

We decided that we will focus on the different profiles of the customers. Given below is the various customer segments.

2.2 Segmenting
In the health industry the customers can be segmented broadly in the following three categories: 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 its 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 dont 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 Targeting
Based 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 Market Given below are the results of a small survey done among working individuals to find out the potential of a holistic health center for the corporate executives. Let us first analyze these figures.

Vayu Wellness Solutions for the Corporate

Figure 1: Age Classification of Working Individuals

Respondent Age
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 25-30 yrs 30- 35 yrs 35- 40 yrs 40 yrs and above

Percentage

25-30 yrs 30- 35 yrs 35- 40 yrs 40 yrs and above

What is clear from the above figures is the fact that working individuals can be of any age starting from as low as 25 years. And so the market size is definitely vast. Figure 2: Working Hours of the Respondents

Vayu Wellness Solutions for the Corporate

Working hours
16 14 12 10 8 6 4 2 0 5-day 6-day Week Week 6-8 hours 8-10 hours More than 10 hours No. of respondents

5-day Week 6-day Week 6-8 hours 8-10 hours More than 10 hours

Figure 3: Stress response showing individuals getting stressed out vs. the ones not getting stressed at the end of the week

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

Vayu Wellness Solutions for the Corporate

De-Stress facilities in the Company

No 40% Yes 60%

Yes No

Figure 5: The various activities provided by the company for de-stress

De-Stress Activities by Compay

No. of Respondents 14 12 10 8 6 4 2 0 Gym Recreation Room Outings Tie-up with other companies Others

Figure 6: Activities undertaken by individuals on their own to counter stress

Vayu Wellness Solutions for the Corporate

Activities to counter stress

8 No. of Respondents 7 Gymming/ 6 Excercising 5 4 3 2 1 0 Activities to counter stress Swimming Yoga Massage Treatment Others Walking

Both figures 5 and 6 show that a holistic health center that has complete health solution can be major success among working professionals. Besides the above figures a few other general points given below support the opportunity of 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)

Vayu Wellness Solutions for the Corporate Given below is the current market situation in Bangalore in terms of the individual health services Gym Competitors There are 109 gyms in Bangalore. Ex- The Body Care, The GYM, VLCC, Weight loss, Slim point, Inspiration, Fitness one etc. Price On an average the charges are in between 500 to 750. Investment Investment upto Rs. 7 to 10 lakhs Identified customers Average 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 Center Competitors There are 45 spiritual centers in Bangalore. Ex- Art of Living, Vivekananda Ashram, ISKCON Bangalore, Dhamma Sumana Vipassana Meditation, Sri Mathrudevi Vishvas Shanti Ashram, Shri Shivabalayogi Maharaja center etc.

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Vayu Wellness Solutions for the Corporate Price For basic course Rs. 2000. For advanced course Rs. 3000 Identified customers Age group above 35 Services 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.

Etiquette Center Competitors No clue Price For 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 customers Training for BPOs/Call Centers/Tech Support Centers, IT professionals, students etc Services English Grammar/Language Enhancement Call Center/BPO Specifics Customer Service Telephone Etiquette Voice & Accent

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Vayu Wellness Solutions for the Corporate 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 management

Spa/Message Competitors There is 6 spa centers are there in Bangalore. There is 8 massage parlor are there in Bangalore. Spa ex- Angsana Spa, Soukya Spa, Rejuve Spa, Cleopatra Spa, Kerala Ayurvedic Health Spa, Golden Palm Spa Massage ex- Navya Massage Parlour, Bangalore Massage Provider, Health way health solution, Institute of Naturopathy and Yogic Science, Kaya Skin care, A one relaxation body massage etc. Price Basic treatment- Rs.2000 Advanced treatment- Rs.4000 Luxury- Rs.7500 Normal massage- Rs.250 Ayurvedic massage- Rs. 400 Kerala massage- Rs.500 Identified customer Tourists, IT professionals, Call center employees, GYM members, Women (working women) etc. 12

Vayu Wellness Solutions for the Corporate

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

Cosmetic Center Competitors Cosmetic Skin care center Dr. Sudhas Skin & Cosmetic Center National Skin and Hair center Saparan Clinic Malleswara Diagnostic & Day Care Center Price Identified Customers College going Boys and Girls, Women (working), Men Services Liposuction Contour Thread lift Fat Transfer

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Vayu Wellness Solutions for the Corporate Thermage Restylane Sclerotherapy Microdermabrasion Chemical peels Radiesse Dermatology Cosmetic surgery Vitiligo Grafting Laser hair removal Hair Transplantation

2.5 Gap Analysis

Based on all the above mentioned facts and figures we can conclude that there is a gap between the demand and the services provided. This is explained in the diagram given below

The demand for a health center which cater to the corporate requirements. Something which is convenient and exclusively for the corporate whiczkids

The services are currently provided individually with some very strong brands in each service. No existence of a holistic health center for working population

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3. The Branding Elements

3.1 Name & Logo

Vayu is the Sanskrit equivalent of air. Air symbolizes life and spirit. So the name is appropriate for a health center which focuses on the treatment not just the body but also the mind and the spirit. The shape of the Y in Vayu symbolizes air flowing upwards in

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Vayu Wellness Solutions for the Corporate a 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 two syllables.

3.2 Tagline
The 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 for the corporate customers. In this respect the tagline is not just an ad on to the brand but is bringing out the speciality of the brand.

3.3 Positioning: Becoming the number 1 complete wellness solutions provider for the
corporate in Bangalore.

3.4 Place: Koramangla, 5000 sq. ft. 3.5 The Service Offering
Corfit: This is our special corporate fitness and weight loss programme. This programme makes use of the state-of-the-art air conditioned gymnasium of Vayu equipped with special trainers who take care of the unique corporate fitness requirements. The gym also has steam bath and sauna bath facilities. Monthly membership fee: Rs. 600 Spa: The spa/massage center at Vayu is again a delight for the corporate visitor. Apart from the normal messages it also has the advanced treatments which cater specially to the stress related ailments. The spa at Vayu is a complete rejuvenation center. Basic treatment- Rs.2000 16

Vayu Wellness Solutions for the Corporate Advanced treatment- Rs.4000 Luxury- Rs.7500 Normal massage- Rs.250 Ayurvedic massage- Rs. 400 Kerala massage- Rs.500 Hyperbaric Oxygen Therapy (HOT): This is a special treatment which is recognized as an 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; 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 advanced skincare services. The services use US FDA approved technology, confirm to the highest international quality standards and are suited for all skin types. Corporate Etiquette and Winery: The Etiquette classes of Vayu help business maintain that competitive edge. The business executives learn to remain up-to-date in his soft skills and dining skills and top it all with a glass of wine from our winery.

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Vayu Wellness Solutions for the Corporate Beginners course: Rs. 750 Learners Course: Rs. 1000 Advanced Course: Rs. 1300

HealthOxygen: This is another speciality of Vayu. This programme is uniquely designed to take care of the stress related health problems of the corporates. This is the Flagship programme of Vayu and it incorporates all the services to give a holistic treatment. Basic HealthOxygen: This is typically for the junior management. The duration is of 2 hours. Services include 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 Visualization

Advanced 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

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Vayu Wellness Solutions for the Corporate 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 14. Q&A and an evaluation discussion 15. Online Employee Survey and analysis to management after each session

Executive 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

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Vayu Wellness Solutions for the Corporate

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 session

Women HealthOxygen: This is for working women. The duration is 4 hours. The services include. Introduction to wellness- mind, body and soul Stress awareness and stress test Spiritual discovery session 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 womens Issues 11. Dietary and Nutritional Counseling 12. Q&A and an evaluation discussion 13. Wellness Tips for working women 14. Online survey on Working Womens issues and analysis to management

Maintenance HealthOxygen: This is for those who have availed of the other packages twice. The duration is 5 hours per week onsite. Other Benefits

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Vayu Wellness Solutions for the Corporate 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 services Rates 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 Women HealthOxygen: 500 per head for Group membership, 700 per head for advanced membership Maintenance HealthOxygen: 4000 monthly membership fee

3.6 Promotion
Considering the nature of the product, the branding process of Vayu will not be top down, but bottoms up. It will be like any standard restaurant. A restaurant doesnt spend heavily on promotion. The service speaks for itself. It will be the same for the promotion of Vayu. The branding will involve mainly below the line promotion activities. Mass advertising is neither feasible, nor desirable. The promotion expenditure also has to be taken into consideration. And since this is a first in Bangalore, we expect the concept to be accepted fast. The promotional elements are given below in detail.

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Vayu Wellness Solutions for the Corporate

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 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

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Vayu Wellness Solutions for the Corporate 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 problems 3.6.3 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

3.6.4 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.

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