“community spa development”

Group no-2


Akramul Hoque

Rajan Kumer

Jaya Sharma

C. Anand

Shubham Mehta

Mritunjay Kumer

Pallavi Rani
Arpana Kumari Rohit Sharma

1) Background and History
2) Objectives 3) Activities undertaken 3.1. - Product 3.2. - Backward and forward linkages 3.3. - Marketing 4) Planned for future 5) Expected output and outcomes 6) Organizational and hierarchical structure 6.1. - Support from various institutions

7) Stakeholders 8) Achievements 9) SWOT analysis 10) Lessons learnt 11) Conclusion

12) Recommendations

Background and History
 Thailand is world famous by the name of capital spa of Asia.  Thai spa business has high growth rate due to high healthy travel trend in Thailand  Overall spa business from 2008-2010 is expected to grow by 6 percent each year, valued at 12,850 million baht.  Since spa business became a potential market,Anamaya spa has a vision and opportunities to invest successfully in this business.

 Anamaya spa is one of many projects conducted under the supervision of the Lung Khao Health promoting hospital.  It is established in March 2005 under Community’s Potential Development project as one of the tourist’s attraction and alternative way for local people to earn income. • It Covers 3 villages and The total population under responsibility of health care center is 2000 people, around 330 Households.

• General Objective:
– Improve the quality of public health care and guarantee health care to all

• Specific objective:
– Generate alternative income source to local people – To generate and enhance the knowledge of Thai traditional massage, medicines and herbs – To be the pioneer for holistic health care – To become the original and the role model village for Thai Traditional Medicine Village – To encourage families, local people to be able to have self-sufficiency economy principle

• Provide health check and advice before the treatment in their public health center

& offers massage in a variety of styles in order to fully maximize its service
potential • 5 types of massage: (rate per 1 hour)

• Body Spa-380 Baht
• Thai Traditional Massage-150 Baht • Sauna (Thai Steam Herb Therapy)-150 Baht

• Facial Spa-150 Baht
• Foot Massage-120 Baht

 Provide basic Thai Massage training of 10 days to the people who does not want to become professional massager..People who have completed the course can do basic massage in daily life (for family members only not for commercial purpose)
professional massager – need 372 hours of training  372 hours of training; “Thai Medical Assistant Programmers” certified

by the Ministry of Public Health.
 People who compete the training are not allowed to work outside the center else it is difficult to control or monitor the quality.  Each massager can massage 3 customers at a time.  Maximum duration of messaging is 8 hours straight

Provide lessons for school children – every Wednesday

 Mainly foot massage – to do for parents
 As well as awareness to Thai Traditional massage knowledge

Training about the process of making Thai herbs into variable forms of products  There are 2 groups of villagers of 3 villages for Herb and Soap production and they sell it to the SPA and local communities

Herb plantation: 2 demonstration plots and propagation of medicinal plants  (Butterfly Pea flower, Lemon grass, Lime Ginger,  kefir lime, leaf galangal, Basil, Roselle Orange, Pomegranate, Papaya, Turmeric etc) Herb Soap making:  The processing of raw milk and Demonstration of soap from the milk fresh.  Promote the judicious use of antibiotics.  Provide free medical treatment to those patients who can not afford antibiotics.

Market Linkage
 Marketing of products is confined to small scope of target groups such as local communities and some surrounded

 Spa center is buying herbs and soaps from local people

(herb group and soap group) of the3 villages.
 Products are being sold to the local people of those villages and tourists, at the center itself.

 It also constantly supplying herbal products to OTOP center in Saraburi district since 2007  Potential to expand the target market and service because of quite standard quality. Market strategy:
 Local advertising by brochures and leaflets.  To attract more number of tourist by cultivating herbs and medicinal plants uphill and develop it as a Sight Seeing Spot for Eco-tourism promotion. The center is seeking permission from the Forest Department to start this activity.  Participation in exhibition at local, district and national level.

Backward and forward linkage
OTOP center(saraburi district)

Local communities




Soap Group

Herb Group

Health center

Note: For better market linkage Spa center has Joined OTOP in Saraburi province but have not got any star till now.

Number of customers with Thai Massage from October 2006 – September 2010 2007



1500 1000 500 0
980 800 470 125
20 104 750 627


273 144171

2006 2007
Body Spa


Foot Massage

2009 2010

Thai Traditional Massage

Herbal Steam Massage (Sauna)

Total number of customers from THAI message from 20072010
3500 3000 2500

1500 1000 500 0 Series2 1 1395 2007 2 1854 2008 3 2860 2009 4 2627 2010

Note:-total customers are incresing every year but in 2010 it has been decreased by 8.15%because one massager had left the job while other three were under training

Income and Expenditure
year 2009 2010

income 578,065.30 Baht 436845.00 Baht

expenditure 533,434.64 Baht 412434.64 Baht

 Salary for massage staff  Buying herbs and soaps from the local


 Paying bills for electricity and water supply  Maintaining the surrounded areas  Buying materials from outside sources  Towels, bed sheets, clothes, etc

Thai message: 70%of total revenue
Soap: 20% of total revenue Herb: 10 % of total revenue

Benefit to individual Health benefit for customers

 Relieving stress and promoting relaxation, improving the body’s range of mobility, lessening
back pain, enhancing immunity by stimulating the flow of lymph, decreasing inflammation, and increasing flexibility of muscles and joints. It reduces depression and anxiety and promotes the release of endorphins, the body’s natural painkiller.

 It’s also known to reduce anxiety and promote a feeling of wellbeing, while increasing body
awareness at the same time  Herbal Steam Therapy – help kill germs – can curl fever For massagers

Job created (Salary :14000 Baht /month)

Benefit to community
   Local people can earn alternative income Share holder of SPA gets dividend form the Health center Soap group:50 baht per share and dividend they get is 100 baht per stock  Herb group:100 baht per share and dividend they get is 24 baht

per stock
  Selling herbs products to the health center Local people who are really sick , receive massage treatment for


Benefit to the health center

Becoming well-known and tourist-attraction for health massage(also
recommended by the province and district )

Generating more income(As customers don’t feel like they are in hospital because of the atmosphere , the scene, and the decoration of the spa and hence the number of customers are increasing every year)

1. Satisfaction level of the costumers: in terms of service • Very satisfied -70 percent. • 2 satisfied-30 percent. Recommended by the province and district

3. Variety of customers: Including Tourists ,local people , University professor (mostly Asia Pacific university) 4. 5 6 Generated alternative income for local people Benefited the health of the people without side effects unlike allopathic medicines Generated and Enhanced the Thai Traditional knowledge of massage and medicinal herbs to some local people.

Organizational structure
Head of the SPA

Traditional medicine advisor

Professional Massager

Professional massager

Massager( she could not complete 372 hours training course because of her family problem so she does not have the certificate from ministry of health)

Internal Head of the spa center Traditional medicine advisor Massagers Soap group External Provincial sport and tourism office of saraburi.

Tambon Administration Organization of
muak luk sub district. Community Development office of saraburi. Tourists Provincial Rural Forest Department of saraburi.

Herb Group

 provincial Public Health office of
saraburi.  Kaserovt university

Fund supported
S NO: 1 2 Year 2005 2007 Agency Kasertsart university From the community development office(Saraburi province) fund 3,00,000 baht 60,000 baht

Note:Fund allocated by the Kasertsart university was utilised in Establishment of the spa center and fund allocated by the community development office was utilised in providing training of making cow milk soaps and pack rolling.

Government Policy
 Government has set the national agenda on Health Promotion , Disease prevention and control, and consumer protection. (The Ministry of Public

Health has announced that all spas have to register with the Medical
Registration Department of the Ministry in order to maintain high standards of the industry.)

 Promotion of Thai Traditional & Herbal Remedies and alternative medicine.

 Strengthening the Country’s health Related capability for income generation and Export revenue

SWOT Analysis of Anamaya spa
Strength Local community participation Local government support (TAO) The Location is convenient to access (near the main road) Under the focus of national, provincial weakness Lack of adequate personnel

Lack of adequate fund
 Lack of abilities in foreign language leads to problem in communication with the foreign customers. Poor packaging of products.

and local Health policy
Potential to expand the target market and service because of quite standard quality. Variety of services No competitors in the area

SWOT Analysis
Opportunity Health trend is the biggest opportunity as nowadays people are very much concerned about their health Threats

Lack of belief of local people on the spa

They can get support from tourist department, and forest department .
It has the opportunity to be Awarded by OTOP quality service star Government health policy Presence of waterfalls and Namtok Chet Sao Noi national park in the Mual Lek area which is the hot spot for the tourist Lack of business plan and strategy

Comparative study of spa industry of India and Thailand
Similarities Generate employment and income Alternative way to maintain health balance

Based on the traditional methods(In India it is based on Ayurveda and in Thailand it is based on traditional Thai message)

INDIA Dissimilarities Spa industry is in developing phase Spa center is mostly associated with luxurious hotels, Resorts, malls

THAILAND Spa industry is developed Along with luxurious hotels, Resorts, malls, spa center has separate existence

There is no concept of creating livelihood opportunities for the community
Mostly private

it has created livelihood opportunities for the community under the community development project.
Both private and government (Government is doing its utmost in promoting Thai spas) It has collaborated with the ministry of public health It has targeted all sections of the society Awareness among all the sections of the society

Not yet collaborated with the ministry of public health It has targeted mainly a single section of the society(higher income people) and teenagers Lack of Awareness in all strata’s of the society

strength With more and more multinational companies setting base in India, India is seeing an increasing number of business travellers.


Smile and tender attention by the therapists and good hospitality service is attracting more and more clients

India’s spa market is still considered a niche market with great opportunities for investments as many hotel operators lack of expertise and experience

relaxing atmosphere and the expert therapists who are service-oriented are also the key factors for success.

Weakness/gap INDIA Non-sharing, discreet & Orthodox attitude of some Ayurvedic Practitioners not wanting Ayurveda to be used in Spa Industry. THAILAND Thailand is going through much political instability which can cause the decreasing number of tourists.

Lack of Accredited Training Institutes

Lack of Uniformity in Traditional Treatments.

Lack of Government support in promotion of industry except in few cases

Lessons Learnt

 Self sufficiency economic principle is one of the best way for the community development  Spa business is a potential market because of high growth rate and high healthy travel trend in Thailand.


 Anamaya spa is focused on income generation as well as health concerns of

the local people and supporting their livelihood opportunities.
 Progressing towards self sustainability  Community participation increasing with the herb production and processing project.  Potential to expand the target market and service.

1. Expand the service and increase the number of staffs(still people doesn't feel it as a good profession so changing their attitude by training under experts and arranging exposure visit to successful spa center can help to increase the no. of staffs) 2. Coordinate with the Health Department to ensure a adequate budget supply each year to launch new projects and service. 3. make a business plan to target the customers (both local and foreigners) and target of generating revenue every year.

4. Develop a strong marketing strategy  Tie up with the travelling agency.

 Create its own website that can help to promote the spa that will provide online booking appointment, online contacts for the customers , full menu

of services and service fee which will make them feel very convenient.
 Advertisement in health and beauty based Magazine  Provide information on internet & Brochure in both Thai and English language

5. Make the proper packaging of products so that they can tie up the shopping complex. 6. Organize English speaking courses for the staffs to make the foreign tourists comfortable. 7. Promotion by the Forest department and ministry of tourism as many tourists have regular visit to the national park and waterfalls in that area. 8. provide a variety type of rooms to make customers feel excited every time they visit. 9.Provide entrepreneurship and leadership trainings to the local people.


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