This is an assignment prepared by the students of Indian Institute of Mass Communication about a Brand Plan for a SPA.
It is strategy for a brand extension of an existing herbal products brand in India named Forest Essentials.
3. Who am I?
Personality
Sophisticated, Elegant, Natural,
Luxurious, Pristine , Delicate
Culture
Physique
1.Pride in Indian ethnicity
2.Deeply rooted in Ayurveda
Golden Cap
Indian
Natural ingredients
Packaging in dark,
bright colours
Golden tree
Wooden interiors
Relationship
Trust of good quality,
Unique treatment, Safety
Timeless beauty revived
though traditions
Reflection
The Elite Indian woman. She is
simple yet beautiful. She is
proud of her roots and
indulgent.
Self Image
I feel Natural
I feel Elite
I feel Prestigious
4. What am I?
Luxurious ayurveda to rejuvenates your
natural beauty and keep it timeless
5. What about them and I?
• Brand associations :Natural ,Best quality, Finest ingredients,
Ayurvedic, Expensive, Safe,Mild,Indian,Green,Fresh,No
chemicals, Rich.
• Physical identity : Golden coloured tree (logo).
Colours like pink, red, green, blue, golden, yellow, light purple
are used on the packaging
Flowers , Indian , demigods , golden cap are some of the
things consumers remember
• Target Audience: They belong to well off families. Indulgent.T
hey love their Indian roots. They want natural ways to look
better without chemicals. They value good quality and unique
treatment.
6. Reflection : I think they may be from well to do families. They
love their Indian roots. I feel unique, even though they use the
product, they won’t use the same blend as mine.
Memories of the brand : “I remember using the creams and
body wash of Forest essentials. It gave me a relaxing bath.
Although it is ayurveda, it does not have foul smell.”
“I used the cream which made my skin more radiant and
glowing. I remember it for the good results it gave me.”
Competition: Body Shop (but thats not premium), Kaama, MAC
(but has chemicals),Khadi, FabIndia
Parameters of competition: Price, ingredients, benefit, results
and availability.
7. So, what next?
After 13 years since its inception, Forest
Essentials proudly presents the launch of its first
ever Spa. A place where you…
10. Who am I talking to
Variable
Geographical Zone
Segments
Northern, Southern, Eastern and Western
Zones of India
Demographics
Gender
Women
Age
Above 30 years of Age
MHI
Rs.1,00,000+
SEC
A1, A2
Psychographics
Personality
Classy, Uncompromising on “Value for
Money” Image conscious, Feels Strongly
about what society thinks about them, She
is deeply rooted to her ethnicity, She
despises being unatural
11. What am I offering?
Luxury Ayurvedic Spa services that will be based on 4 themes
13. Services Offered under this
theme
• Face Care- Massages & Facials
- Catering to different flowers and their benefits
• Hand and Foot Care- Manicures, Pedicures & Massage
• Massages (Head/ Full Body/ Hair)
• Essential Bath+ Oil Massage Combo
• Rose Milk Bath+ Oil Massage Combo
Various benefits derived from various flowers such as Hibuscus,
Sunflower, Rose, Lilies, Cherry Blossoms, Jasmine etc
Starting Range: Rs 1500 onwards
15. Services Offered under this
theme
• Face Care- Massages & Facials
- Catering to different fruits and their benefits
• Hand and Foot Care- Manicures, Pedicures & Massage
• Massages (Head/ Full Body/ Hair)
• Essential Bath+ Oil Massage Combo
Various benefits derived from various fruits such as Orangesdetanning, Bananas- Smoothning, Apples- Clove, Blackberries- detox,
Starting Range Rs 2000 onwards
19. • Face Care- Mud Massages & MudFacials, Mud
Packs
- Catering to earthly benefits- Sandalwood
• Hand and Foot Care- Hot Stone Massage
• Massages (Head/ Full Body/ Hair)
• Essential Mud Bath+ Oil Massage Combo
• Hot Stone MassageTherapy
Starting Range Rs 2000 onwards
20. Dining with Us
• Every body is either Kapha,Vata or Pitta.
• In Essentia, we believe in suggesting you the food
which suits best for your body. As a result you eat
healthy without compromising on taste.
•
21. Where will I be present?
•
•
•
•
•
•
Delhi- Chattarpur farms
Mumbai- Aarey Mansion, Aarey Colony
Kolkata- Salt Lake City
Hyderabad- Moinabad
Chennai- GST Road, Chengalpet
Bangalore- Indira Nagar
23. Objective
• To accustom potential customers to the luxury
of an Ayurvedic Spa
• To reach out to the existing loyal forest
essential users and encourage them to visit
Essentia.
24. Launch Event
• Venue: The Oberoi, New Delhi
• Audience: People will be able to attend this even through
invitation only.
Celebrities, Super Models, Corporate leaders, Politicians, the
media
• Objective: This will be the brands official launch statement
about the Spa. The event will host a Fashion show by Mr.
Sabyasachi Mukherjee. The mood for the collections would
be- Luxury in Ayurveda
• Give Aways: A gift hamper from Forest Essentials, A one day
all expenses paid trip to Essensia
25. Activation plan
• Target Group- business class ticket holders of jet airways
who have earned 4000 JPMiles.
(roughly 30 seats in each flight under this category)
• Cities covered: Bengaluru, Chennai, Delhi, Hyderabad,
Kolkatta, Mumbai(roughly 30 flights connecting these cities
daily)
• The idea: Person having earned more than 4000 reward Miles
receives voucher of forest essential spa and can avail a Free
Body Massage+ A Pedicure in their nearest Essentia Spa
26. Customer Loyalty Program- 1
month
• Purchase goods worth Rs 3500 and win an all
expenses paid spa treatment
• Upto purchase of Rs 2500- Get 40% off
• Upto purchase of Rs 1500- Get 10% off
Duration: 1 month Post the launch
Awareness shall be built by placing standee’s, banner’s,
poster’s, dangler’s inside the Forest Essentials store
27. Customer Referral Program
• Refer a friend to Forest Essentials
• If they may a min purchase of Rs 700
• You get 20% off on a treatment worth Rs2000
Duration: 1 month Post the launch
Awareness shall be built by placing standee’s, banner’s,
poster’s, dangler’s inside the Forest Essentials store
28. Public Relations Program
• Essentia will sponsor a 6 episode series on
NDTV Goodtimes named ‘Exploring Essentia’
• The host will highlight the Spa and its unique
themes, services etc.
• We will also sponsor an episode of Indian
Rendezvous on TLC wherein the hosts will be
shown indulging in our services after a hectic
day.
29. Social Media
• Announcement of Essentia on Official Facebook Page of Forest
Essentials
• Traffic will then be diverted to twitter by asking the audience to
participate in the contest
• #KnowYourEssentials would be a pan India contest on twitter where
the participants will be asked 10 questions about Ayurveda.
• The Participants will have to tweet their replies with two hashtag
#TakeMeToEssensia #ForestEssentials
• The 50 fastest tweeters will win an all expenses trip to the Essensia
Spa
• 25 early tweeters will win a gift hamper from Forest Essentials
• Final Names of winners will then be announced on Twitter, and
highlighted on Facebook
30. Direct Mailers
•
•
-
Announcement mailers to existing customers
This mailer will contain details about
1 mini brochure of the spa
Announcement flier for the Customer Loyalty
Program
- Announcement flier for the Customer Referral
Program
- Two vouchers worth Rs 250*
*Conditions apply
31. A Virtual Tour
* These pictures are downloaded from the web and it is not the actual.
