Gurgaon's proximity to Delhi where Common Wealth Games and F1 Races are creating buzz. Also there is rise in foreign customer base coupled with rise in health tourism in Delhi.

Rise in disposable income and surge in hectic and stressful work schedules.

Self-indulgent customer.

Only 20-25 major players - more concentration in the south.

Week-long treatment and therapy for time-pressed customers.

Alternative to injections and surgeries to prolong youthful look.

Threats

Existing players - hotels, clubs providing state-of-the-art services and better variations in treatments.

Wellness addressed by ayurvedic treatments.

Small massage parlors providing the services (except the "experience") similar to a spa.

Lack of professional expertise needed for massage and treatments.

Before we start devising any strategy, it is important to note that the business will be dependent on heavy word-of-mouth publicity, and in that case the SPA is assumed to have some 'wow' factor which the consumers will be able to take home with themselves. Since most of the customers will be first-time visitors, it is important to have a significant impact on them. If this condition is not fulfilled, then there is a chance that the strategy may backfire!

So with keeping the opportunities and threats in mind, the following strategies are suggested: -

1. Target the Right Kind of Consumers - Though all kinds of people are welcome to avail the services, the target should be consumers in the age bracket of 25-40 years, preferably the DINK types or those with nuclear families.

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* Contributed by: -
Saikat Dey is currently pursuing MBA from ICFAI Business School, Gurgaon.