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Mayar Group enters spa business with Brand Prophet as marketing consultant

08-March-2004
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Mayar Group enters spa business with Brand Prophet as marketing consultant

Mayar Group, famed in biotech products, newsprints and timber circle, is all set to enter into the spa business with an ayurveda day spa at Delhi's Ashok Hotel.

Scheduled for a launch in April, the spa would come with a computer-assisted astrology forecasting, a range of herbal treatments and a specialty restaurant to dish out delectable organic cuisines. Thailand-based Abacus has been entrusted to do up the interior of the spa.

The Rs 800-crore Group has appointed Brand Prophet as its marketing consultant. Brand Prophet - the group, specialising in brand building, covering FMCG, durables, telecommunications, retailing and financial services, stands apart not alone for its outstanding conceptualisation and strategising, but execution, monitoring and evaluation as well, claimed Ajay Gupta, Managing Partner, Brand Prophet.

The group was interested in the assignment because of its uniqueness. "Mayar-Serena Spa is positioned as a 'day spa' - a unique concept, standing between a full-facility Hotel Health Club and a destination spa," he told exchange4media.com.

According to Gupta, the idea was to promote the 'day spa' as a relevant part of the consumer's regular lifestyle, instead of the current perception of a spa as a 'getaway destination in natural surroundings' or a place 'for an occasional massage'.

Brand Prophet is working out strategies to evolve the day-spa concept and, chalking out business plans with an eye on spa service offerings. The group would set up an experiential marketing framework for running of the spa.

"We are looking at the basic 4Ps of marketing - working out pricing, evolving the spa which is our product, developing strategies for a successful promotion and, of course, taking care of the place - in terms of building a service culture, and supervising the implementation processes including brand communication and marketing initiatives," Gupta explained.

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