Le Mode de Vie

Ramzy Coleman, Christina Davis,Alex Gray, Karina Munoz,Ashley Pritchett, Megan Riley

Day Spa

Current Socio-Cultural Issues

•The #1 reason that people visit spas is to relieve stress and to feel

•The average American works more hours than workers in many other developed countries •The average woman spends 38.5 hours per week working.

•The average man works 41.5 hours per week

•The average annual income for Americans has lowered within the last 3 years to $35,000-$45,000 -people are more willing to go “green” when it is less expensive

Current Socio-Cultural Issues

•“Going Green” and being “Eco-Friendly” is a fast growing trend

•Government allows tax credits on being socially responsible - creates more drive to use an eco-friendly salon

•The spa is a one-stop-shop for all unique services -reduces the amount of time in the car, less cars on the road, therefore less traffic and less pollution

•The immediate need for our target market reduces the cost of stress-related health problems as well as the drought of leisure

Industry Trends

•Simplified Menus-The focus is on the core of the business

-Treatments are result oriented

-The spa can be customer focused

-Customized packages for customers

• Going green/ Social Responsibility-To prevent from pollution of the body and the Earth

-Using organic and chemical-free, preservative free products

-Only using products that can be recycled and reused

-Energy efficiency throughout building structure

Industry Trends•Social Media-Phone applications can provide convenient scheduling and wait times

-People of all ages are tech savvy

-Using Internet social websites, spas can offer up to the minute or exclusive deals

•Preventative Care-Stress is a common factor of most diseases

-Massages, acupuncture, and meditation aid in reduction of stress

-The number one treatment desired at spas are massages

-The number one reason people go to spas is to relieve or reduce stress

Consumer Group Report• Consumers who go to spas tend to

look to relax and are concerned about the environment.

• Females take 71% of consumers who go to spas.

• Males take 29% of consumers who go to spas.

• The breakdown by age goes by the following percentage of consumers:– 14% are from ages 16 to 24 yrs

old– 28% are from ages 25 to 34 yrs

old

• Most of the consumers who go to spas are college graduates with income medium of $35,000.

• Spend a roughly of $3000 on health care and another $3000 on entertainment.

Consumer Group ReportAccording to LOHAS (Lifestyle of Health and Sustainability / Green Health Spa)

the US population is divided among the following segments:

LOHAS: is about 19% (estimated 43 million) who are concerned about personal and the planet health. This group buys environmentally friendly items but also take action by supporting groups.

Drifters: make 25% (around 57 million) & have good

intentions though other factors may influence their decisions such as

trends and price.

Naturalites: is about 15% (around

34million)and are focused on natural

& organic goods.

Conventionals: makes 24% (around 53

million) & they are practical they tend to recycle but are not all

green.

Competition

Veria Wellness Spa(Lower Priced Leader)

Belfiore(Luxury Leader)

Palomar Dallas Exhale Spa( Luxury Follower)

Spa Habitat(Eco Leader)

Corinthian Wellness Spa( Eco Follower)

Brand PositioningLuxury

Budget

Eco-Leader

Eco-Follower

Le Mode de Vie

Strengths

Weaknesses

Opportunities

Threats

•Joining Green Trend•Using sustainable products•The customers knowing that they are helping the planet•Providing the public with safe beauty treatments

•Target market not knowing about Le Mode de Vie•Existing competitors in the Dallas market

•Educating future, possible target market about reusing, reducing, and recycling•Bring awareness to general public about our environment•Expand target market

•Better known brands entering the market•New competitors•Reduced spending due to economy

Demographic Profile

•Sex: Male and Female

•Age: 25-45

•Income: 35,000+

•Marital Status: Single and Married

•Home Ownership: Home Owners

•Employment Status: Full-Time/ Homemakers

Psychographic Profile•Life style/attitudes-Busy lifestyles that cause the individual a need for relaxation-Are aware and open minded of the world around them-Often Liberal-Want to better the environment while bettering themselves-Nature enthusiasts-Avid Recyclers-Trendy and fashion forward

•Purchase habits-Buy organic products and stray from chemicals and preservatives-Prefer products that have been recycled or that can be recycled-Health products -Health and Beauty magazines

•Benefits sought-To take care of the body-To maximize the body’s health and beauty-To minimize the damage of the Earth-To promote and support the environmentally conscious community

Core benefit Eco-friendly way of life

Basic Product Day Spa Services

Expected Product All spa services use with ‘green’ products

Augmented Product Select from a variety of green products that benefit you the most, can customize own spa packages

Potential Product Yoga and Pilates Center; Eco friendly hair and nail salon

Brand Value Hierarchy

Color Pallette

+

Textiles: Bamboo, Hemp, Chenille, Silk, Cotton (all organic)Materials: Wood, Stones, Flowers, Green Plants

Mixing and Matching of Brand Elements

Inspiration from environment, use of environment, products made from environment

Merchandising Strategy Unit PlanProduct Width

Prod

uct L

engt

h

Facials Body Treatments Massages

Raw:An Alpha-hydroxy natural peel

derived from bilberry, lemon, orange and raw sugar

Mineral Mud :Bath where Ancient sea clay tones

and firms the skin while pulling impurities from deep within the

pores

Raindrop: Back, neck and shoulders are

scrubbed with an organic mixture, muscle-relaxing balm, and replaced with a heated herbal therapy pack

Eco-cleanse:Combines an enzyme honey mask, a

deep therapeutic cleanse and a cellular repair mask

Seaweed Wrap:Uses a combination of organic aloe vera and shea butter in a full body

wrap

Green Peace:Long, smooth strokes relieve tension and aromatherapy brings harmony

to the body and spirit

Enlightening:Powerful herbal antioxidants and

natural nutrients addresses correct skin texture and tone

Tree Hugger:Features a dry brush exfoliation, an organic body scrub exfoliation, and

an organic oil application

Deep Tissue:Uses firm deep strokes to focus on the deepest layers of the muscle

tissue

Glow:To repair sun damage, reduce fine lines, and improve vitality with a

Vitamin C mask.

Earth Mama:Body mask sculpted with self-heated

firming mask and anti-cellulite to tone and firm the body

Mini Zen:25 minute massage will focus on the

areas of the body that need attention

Product Depth = 12 (Avg Product Length * Avg Product Width) 12/4=3, 3*4=12

Evaluating Brand PositionImportant- using all organic and chemical-free,

preservative free products as well as using products that can be recycled and reusable

Distinctive- offers multiple services by using sustainable products and the treatments are result oriented

Superior- the spa is result oriented through the treatments with extraordinary customer service

Preemptive- offers 24 different types of facials, body treatments and massages. These can also be customized to the individual

Affordable- going all natural, eco-friendly and organic can be expensive. At Le Mode de Vie, services are at reasonable price with a luxury feel

Profitable- with proper awareness, the spa can educate the future, possible target market about reusing, reducing, and recycling which will result in our consumer coming to Le Mode de Vie to accomplish their eco-friendly consciousness.

Differential ToolsProduct

Eco-friendly, organic, and natural massages, and facials

ChannelWhen the customers leave the spa they will leave a good word of mouth to friends stating how eco-friendly the spa was with all natural and organic products

ImageStore atmosphere will reflect the eco-friendly lifestyle with all the materials used and decorations reflecting the theme

PersonnelTrained staff knowledgeable in the latest trends and products for more efficient eco-friendly, natural or organic new products.

Judgments Feelings

Performance Imagery

Salience

Resonance

Le Mode de Vie is the new distinctive organic spa. Offering many services at an affordable price with a luxurious and

pleasant environment.

Le Mode de Vie prides itself on exceptional customer relations and

service. With follow up appointments and customized

packages, each individual will feel personally pampered.

Our image to our consumer is to know they can be pampered

without harming their skin or the earth. By going all natural and

using recyclable products, they are fulfilling intangible needs.

Le Mode de Vie extraordinary customer service will bring attachment to going green, trustworthy in eco-friendly

products and likeability with customized packages.

Le Mode de Vie spa’s vibe is full of warmth, fun,

excitement, security, social approval and self-respect

therefore consumers make Le Mode de Vie their one and only

spa

Being a one stop spa with a luxury feel at affordable prices, loyal customers with repeatedly

come back for unique customized packages and

customer service.

CONSUMER BASED BRAND EQUITY

Establishing Brand Equity

The Law of the Name: “A brand must make up a unique idea that will set them apartfrom their competitors”

The Law of word: “A brand should strive to own a word in the mind of the consumer.”

The law of Advertising: “Advertising gets your logo into the minds ofmillions and billions of people around the world.”

The Law of Shape: “All it comes down to is what the name says in the mind

of the consumer.”

Increasing Sales

Direct mailWe will send out Postcards made from

recycled paper. (Not just to potential customers but also to existing customers)

Magazine adsAds to let everyone know about Le Mode de

Vie and how we are following the “Going Green” trend, what we have to offer and specials coming up that month.

Spa PartiesSending out invites to our customers who

want to have a group of their friends come and have a spa day. Let them enjoy our services at a discount rate. (from birthdays, bachelorette parties, just to have fun…)

Customer Service Educate our customers about being eco

friendly and what extra services we have to offer that they have never tried.

Every week go back through our customers and check with their satisfaction.

Give heads up on new and upcoming services for the spa (via email, phone call)

Send out thank you cards to all the customers.

Make sure customers are greeted by name when they arrive.

Set up a customer rewards program.

A points system that customers earn various rewards such as discounts on merchandise, ½ off massage packages… The more they purchase the more points they can get for free items.

Increasing Brand Knowledge

Promotion of eco- friendly and “going green” inside store and outside though:

For all customers we will give a Welcome speech educating them about our products , what's in them and how they work, and our services.

Having little eco friendly facts throughout the spa and tips on how to stay eco friendly.

Handing out pamphlets to the public about eco friendly news and how our salon works with our environment to make the world a better place.

Advertisements in Magazines like Glamour, Real Simple and Body and Soul to introduce our name into the Green world and let consumers know we are one of a kind.