Introduction
The product package will belong to a spa called ‘Botonia’. The organisation is a Spa located in London. It will be situated in Eltham which happens to be thirty minutes away from central London. The package was designed for the hard working residents of London who may need to indulge in a little luxury but have minimal time to do so. The Spa has met this need by bringing luxury close to home. Some of the services that are offered in the Spa include nutritious foods and drink offerings, yoga classes, Turkish Sauna, Yoga massage, hot stones therapy, reflexology, deep tissue massage and holistic message. The package will be a special offer on weekends where clients can get a 2-day body and mind treatment. On the first day, clients will receive transport through a luxurious, state-of-the-art limousine. Upon arrival, customers will undergo detoxifying treatment. Thereafter, they will be given healthy and nutritional drinks. All these activities will culminate into a luxurious and exquisite overnight stay. On the second day, customers get energising treatment, smoothing and transport back to their homes. The product package targets affluent members of society who work for long hours under high pressure environments. The product is supposed to bring comfort closer to them thus eliminating the need for taking long hour journeys to access this service. The package will cost approximately 350 pounds.
Organisational details
The organisation is essentially a combination of various tourist attraction packages. It is basically a leisure spot with a calm ambience and serene environment. Its services fall under the following categories;
Combining health and beauty; the organisation deals with important but neglected aspects of beauty. By offering people nutritional and healthy foods and drinks, they will be revitalising their body and mind. Detoxifying treatment is also a method that will accentuate one’s beauty. Clients are given vegetables and fruits strictly. When the body gets rid of all toxic elements, then it is able to function normally. This positive reaction is displayed externally through glowing skin and a flat tummy.
Therapy centres; the purpose of services offered under this section of the organisation is to make clients unwind and relax. It is a sort of past time activity. Other benefits that can be linked to this service include improved health since most of the activities will boost blood flow to the all parts of the body. Relaxation is quite important for people working in high stress environments. When the body is subjected to too much stress, it may react negatively. Some of the ways it could do this include increased blood pressure and overworking of the heart. Therapy provides a natural but sure way to ensure that one’s body system revitalises and that they are able to function properly. Activities that fall under this section include hot stones therapy, reflexology and deep tissue message.
Psychological remedies; the organisation also offers ways in which the mind can work better. The main service under this category is through yoga classes. Yoga helps clients get in touch with their spiritual side and also helps them to put focus back into their lives. This is administered through a yoga expert who conducts classes for interested parties.
Idea generation
Many Londoners rarely have time to travel outside the country. But this does not mean that they do not need to indulge in a little luxury. Most of them have the financial ability but may not have the time. (Barney, 1991) This package is meant to encourage local tourism. There is a need to make a package especially for locals. Tourism does not necessarily have to target people from other parts of the world. It can be tailored to suite local needs.
A spa was specifically chosen for this business venture because many people in the region are getting more and more familiar with the product offering. It was seen that there are many hard working people in London. But there is a lot of hustle and bustle in the city. Some people may desire to get away from all the noise and pressure of the city. This was why a spa was chosen because it is an oasis of calm in a desert of noise and crowds. Every single day, some people may feel the urge to take some time out and replenish their lost energies; what other perfect way is there to do this other than through a Spa.
All the extra services that come on the side are intended on appealing to the expensive tastes of the affluent. It is a well known fact that such members of society feel the need to pampered and treated exclusively. This was why the idea of limousine was chosen. Suites within the Spa premises will also be equally luxurious to appeal to the fine tastes of the affluent.
The organisation will be providing accommodation implying that there will be rooms which clients can select. Because the place is meant for effluent members of society, it will have executive suites designed in a different manner so that customers can take their pick. Once customers get inside their rooms, they will have a beautiful view of the serene atmosphere surrounding them. The organisation will need to add some features while customers enjoy the services on offer. Some of these include extra music in the background when enjoying a massage or a sauna treatment. It will also include mini TV sets in rooms that are not therapeutic in nature for example in the food and drinks sections.
Screening of ideas
A market research was conducted among members of the London population. Fist of all, a survey was done of all the leisure activities present in the City. It was found that there are beauty treatments, health and beauty centres, therapy centres, Yoga centres, sports centres, Men’s grooming, manicures, pedicures, Spas, Indoor sports and gym and fitness centres. All these activities were suitable for both locals and tourists alike.
On interviewing a certain sample and looking at the market reports around the City, it was found that Indoor sports and gyms are not as lucrative as they were a while back. There is a saturation of gyms in the area. (Bitner and Booms, 1981) The research also found that these days more and more people are looking for less passive ways to spend their leisure time. Although places like cinemas were common, residents are now looking for more healthy ways of spending their past time. Other types of activities were eliminated from the list of ideas after a specific market was identified. The well-to-do in society can provide a solid market for the product. Their earnings or fortunes are dependable, most of them rarely bargain and businesses can make enormous profits by targeting this group for their products. This was the reason why the idea of a Spa package was chosen. Although it may be an expensive venture at the onset of business, it will bring back a lot of returns as it progresses. This is because one requires minimal amounts of cash to run the business yet there will be a steady inflow of revenue.
Concept testing
The idea can actually work because it was taken to the public and received a positive response. The concept was taken to senior labourers in the corporate world; most of them held managerial positions. Around ten companies were chosen at random. Most of them were interested in it. The part that caught most people’s attention was the weekend package as this is something that no other Spa in London offers. They were delighted by the fact that they would be given free transport to and from their residential areas in a limousine. (Kotler, Philip, Keller and Lane, 2005)
Business analysis
Possibility of success
The idea can make money because this is not the first time a Spa is created in London. There are many Spas in the City but the main difference between this idea and what others have in the market is its special features. Most Spas have not come up with the concept of free transport. Also most of them specialise in one area of service. This idea will be unique in that customers can access most services all under one roof.
It was found that most Spas in the City were centred on beauty and health treatment but they would leave out other holistic services like Yoga. Clients were forced to move from one area to another in search of all the services they require. But this particular idea provides everything under one roof so customers do not have to disrupt their sessions to move to another location. Another issue that gives the idea a unique selling point is the fact that customers are spared from using their own transport. The Spa is located slightly off Central London so customers will need some form of transport. Other competitors would normally have left the issue of transport to the discretion of the client. Yet the use of such an approach can be quite taxing since customers will incur extra expenses. Besides this, they may find it inconvenient especially when they lack any other means to get to their destination.
The idea will make money because it will be charging a fee of three hundred and fifty pounds for the entire two-day package. Other Spas in London are slightly more costly. For example, one may find that a body treatment costs somewhere between eighty to one hundred and twenty pounds, then one might find that yoga classes go for one hundred and fifty pounds per session. If one adds all the amounts charged by specialised Spa services, one may find that the cost is way beyond what this specific Spa will be charging i.e. three hundred and fifty pounds. (Hotel benchmark, 2002)
Possible segments
The Spa will attract a variety of clients. One of the segments will
