ment n soul

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TABLE OF CONTENT

Page nos.

Chapter-1-Introduction

A. Overview of the service sector and its contribution in the economy

B. Overview of the industry and its contribution in the service sector

Chapter-2- About the Company

A. Profile of the Company

B. History of the Company

C. Vision and mission statement of the Company

D. Key competitors of the Company

E. Organizational structure

Chapter-3- Marketing Strategies of the Company

A. Introduction about the marketing strategies

B. Seven P’s of the Marketing

i. Product

ii. Price

iii. Place

iv. Promotion

v. Process - Blueprint of the process & Suggestions for improvement of

service delivery

vi. People (Recruitment Process)

vii. Physical evidences



PART – C

CHAPTER-1-INTRODUCTION

C. OVERVIEW OF THE SERVICE SECTOR AND ITS CONTRIBUTION IN

THE ECONOMY

Industry Analysis & Industry Trends

Even in the midst of the economic downturn, the industry has maintained steady growth,with membership rates growing consistently and profit remaining solid. Demand for

gyms and health and fitness clubs will continue to rise over the next five years, as the

general public becomes more health-conscious and the aging population places a greater

emphasis on staying fit. In particular, growth in household incomes will positively affect

businesses, leading operators to expand into larger facilities.... purchase to read more

Industry Report - Industry Analysis Chapter

The Gym, Health and Fitness Clubs industry is expected to grow at an annualized rate of

1.4% to $25.9 billion over the five years to 2013. Prior to 2008, an increasingly health-

conscious population, generally strong economic conditions and healthy consumer

confidence all benefited the industry. The industry faced greater challenges from 2008

onward, as economic growth slowed and income levels dropped significantly. However,

gyms and fitness clubs have been remarkably resilient. The economic downturn has had

little impact on the industry, and some of the lower-priced franchise model gyms were

even able to expand operations in 2008 and 2009.

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CHAPTER-2- ABOUT THE COMPANY

F. PROFILE OF THE COMPANY

At Ment é Soul, our mission is to provide you with a Regal experience, one that focuses

on your specific fitness needs, helps you achieve the results you aspire and invigorates

your soul and Fits your Lifestyle.

Ment é Soul is the brainchild of our investors who believe that a healthy lifestyle should

be a pleasure to live. We believe that Fitness & Wellness is not all about Regimen, but a

combination of feeling good, eating right and enjoying it too. Good health stems from

focused care for your physical and mental well being.

To ensure our patrons feel regal and special, we have designed our Clubs with a Gym,

Salon, Spa and Health Café all built to extreme technical specifications, while ensuring

awe inspiring splendour. Our trained and handpicked personnel are committed to provide

you the experience reserved for Royalty.

Welcome to Ment é Soul, the latest style statement in New Delhi India Located at Ashok

Vihar in North Delhi and Meera Bagh (Paschim Vihar) in West Delhi.



G. HISTORY OF THE COMPANY

H. VISION AND MISSION STATEMENT OF THE COMPANY

Vision:

“Our vision is to create an environment to rejuvenate and relax your body, soul

and mind and in this process of providing the same services we do it with a

difference and truly, making this difference in every way is a legacy we plan to

leave. We view of not only providing a healthy way of life but also better way of

life!!”

Mission:

At Swyasthya Health Centre we provide state of art facilities through innovative

fitness and lifestyle programs which are easily accessible by any one. After all its

your body, your mind and your soul but it’s our touch, our compassion and our

commitment to make you rediscover yourself!!”



I. KEY COMPETITORS OF THE COMPANY

J. GOLDS GYM

Gold’s Gym started in Venice California in 1965, and soon became the hotbed for

the development of training techniques, equipment and nutritional concepts that

formed the foundation for the modern fitness revolution. In 1975, Gold’s Gym

received international attention when it was featured in the major motion picture,

‘Pumping Iron’. It was thus effectively established as the ‘Mecca of

Bodybuilding’.

Today, Gold’s Gym has over 680 facilities. It is the largest international gym

chain in the world recognized for its passion, unique heritage, and experience as

the final authority in fitness and lifestyle.The India chapter of Gold’s Gym started

in 2002, when the first Gold’s Gym India branch was set up at Nepean Sea Road,

Mumbai. Gym has cut out for itself 18 gym facilities in various cities of the

country in Mumbai – at Nepean Sea Road, Bandra, Worli, Santacruz, Andheri,

Chembur, Mulund and Vashi and outside Mumbai at Chennai, Ahmedabad,

Baroda, Surat, Bangalore, Pune, Noida, Ludhiana, Kolkata, Jaipur, Jalandhar and

outside India in Dhaka, Bangladesh. Gold’s Gym India has slowly and steadily

carved its name in the Indian market and built a reputation to reckon with.

K. POWERHOUSE GYM

Powerhouse gym India is brought to you by Q’s Fitness Studio. Q’s Fitness

Studio was started in the year 1999. It was in the year 2005 when Q’s Fitness



Studio brought Powerhouse Gym to India. Powerhouse Gym had a launch of its

Indian operation on 26th November 2005 with state of art 6000 sq ft area facility

at Concorde Co-op Housing Society, Ns Road No 10, Juhu. Two existing braches

running under Q’s Fitness Studio are now called Powerhouse Gym. Powerhouse

Gym India is a Ltd Company concern of Powerhouse Fitness Ltd, the chairperson,

Ashok Gupta who has a Master Franchisee for SAARC Countries (India, Nepal,

Bhutan, Pakistan, Bangladesh, Srilanka and Maldives).

L. TALWALKAR’S

Established in 1932, Talwalkar’s Better Value Pvt Ltd (TBVF), commonly

famous as Talwalkar’s, is India's largest chain of health centre’s. It has 45

ultramodern branches across major cities in the country. Talwalkar’s was founded

by the late V.R.Talwalkar in 1932, as a single one-room facility in City light,

Mumbai.

• Strength

• The spa

• Health club

• Revital

• Body N Soul



M. ORGANIZATIONAL STRUCTURE



CHAPTER-3

MARKETING STRATEGIES OF THE COMPANY

C. INTRODUCTION ABOUT THE MARKETING STRATEGIES

Marketing strategy is a process that can allow an organization to concentrate its resources

on the optimal opportunities with the goals of increasing sales and achieving a

sustainable competitive advantage. Marketing strategy includes all basic and long-term

activities in the field of marketing that deal with the analysis of the strategic initial

situation of a company and the formulation, evaluation and selection of market-oriented

strategies and therefore contribute to the goals of the company and its marketing

objectives.

D. SEVEN P’S OF THE MARKETING

The first four elements in the services marketing mix are the same as those in the

traditional marketing mix. However, given the unique nature of services, the implications

of these are slightly different in case of services.

1.Products range and their Price:

a)Gymnasium:

This course will be priced lower as targeting both the middle and upper class

and that too mainly youths. The subscription will be on per month or 6

months basis.

http://en.wikipedia.org/wiki/Competitive_advantage

http://en.wikipedia.org/wiki/Competitive_advantage



Gymnasium will contain 2 units: cardio section and heavy weight exercise

section. The various packages and schemes are given as under:

• For only cardio - Rs.1750 per month

• For only H.W – Rs.1500 per month

• For both - Rs.3000 per month

• 6 month subscription will be combo pack with 10% discount

• 1 year subsciption-Rs.15000

All the payments will be in advance and there will be a scheme, if one gets

others to signup then he/she gets 1 month free membership but applicable

for 1year subscription.

b) SPA Massage Therapy:

SPA and Massage course will have different product ranges and based uponthat will be different packages and schemes. These are mention as under:

a. The Urban Herbal Retreat: (Rs. 3200)

i. complete body massage with exotic Ayurvedic oil for one hour



1. (Rs. 1800): for head massage for half an hour

2. (Rs. 4000) for both 1 and half hour

b. Royal Massage Bouquet :(Rs.7000)

i. Body detoxification

ii. Anti aging therapy

iii. Refreshing face and scalp treatment

iv. Wave tub bath in Jacuzzi

c. Thermal massage and Steam bath: (Rs. 5000)

d. Craniosacral Therapy: (Rs.5500) for 1 hour

e. Reiki Therapy :(Rs.3500) for 1hour

f. Acupressure/ Acupuncture: (Rs. 4,000) for one sitting

g. Combo pack for Cranio and Reiki (1 hour each): (Rs. 9000)

h. Customized SPA Combo Package (for any 3 treatment): (Rs.7000), exceptfor royal massage.

i. Aqua therapy in Jacuzzi: (Rs. 5000) for 6 sessions

j. Aroma Therapy – (Rs. 3000) per person

k. Kerala Massage – (Rs. 8000)

l. Family combo pack (acupuncture/acupressure, aroma, Kerala massage with

hot bath in Jacuzzi): (Rs.12,000)

c) YOGA:

a. Normal Yoga: (Rs. 1500)/month

b. Power Yoga: (Rs. 3500)/month

d) DIET AND NUTRITION CONSULTANT: Rs. 3000/month

e) BOXING: (Rs. 3000)/month



f) PHYSIOTHERAPY: (Rs. 300) per visit

1. Pricing: Pricing of services is tougher than pricing of goods. While the latter can be

priced easily by taking into account the raw material costs, in case of services

attendant costs - such as labor and overhead costs - also need to be factored in. Thus

a restaurant not only has to charge for the cost of the food served but also has to

calculate a price for the ambience provided. The final price for the service is then

arrived at by including a mark up for an adequate profit margin.

2. Place:

We have decided to choose Vashi as our place for starting this centre

because of following reasons:

•It will be away from the main town but still in vicinity.

•Vashi is easily accessible.

•Since the land rates are less as compared to suburbs and town it will be

beneficial for us.

•Adding to it, the space constraint will is not there.

3. Hence we have decided Vashi to be our location.

4. Promotion:

a)Audio:

•Radio

•Promotional audio CDs like relaxation music



b)Visual:

•Hoarding

•Ooh Media (for restaurants and hotels)

c)Print Media:

• Newspaper pamphlets

•Brochure

d)Discounts and Offers

e)Web World:

•Social network websites

•Webpage on basis of Web content Accessibility Guidelines (WCAG 2.0):

WCAG is basically is user and disable friendly. It contains translation in

word to word for visual impared.

f)Publicity campaign:

•Rope in some famous health conscious celebrity as Brand Ambassador

(Malaika and Arbaaz!!)

•Tie up with leading hospitals, hotels for post operation cases &

companies(perks)



5. People:

There will be following set of people required to carry out the various function of

the centre:

Employees No. of people

required

Salary (per employee)

Managers 1 Rs. 25000/month

Masseurs/masseuse 5 Rs. 10000/month

Gym trainers 2 Rs. 10000/month

Yoga instructors 2 Rs. 15000/month

Consultants 2 Rs. 5000/month

Diet & nutrition

consultants

1 Rs.20000/month

Trained professionals

Meditation 6

2

Rs. 15000/month

Relaxation techniques

Physiotherapist Rs. 20000/month



Security, valet

parking & clerks

7 Rs. 28000/month(all 7)

6. Process: The process of service delivery is crucial since it ensures that the same

standard of service is repeatedly delivered to the customers. Therefore, most

companies have a service blue print which provides the details of the service

delivery process, often going down to even defining the service script and the

greeting phrases to be used by the service staff.

7. Physical Evidence: Since services are intangible in nature most service providers

strive to incorporate certain tangible elements into their offering to enhance

customer experience. Thus, there are hair salons that have well designed waiting

areas often with magazines and plush sofas for patrons to read and relax while

they await their turn. Similarly, restaurants invest heavily in their interior design

and decorations to offer a tangible and unique experience to their guests.



BIBLIOGRAPHY

Books :

• Kothari C.R. (1990) Research Methodology: Method and Techniques, Wishva

Parkashan, New Delhi. PP115-117

• Bodie. Z, Kane. A & Marcus. J : Essentials of Investments PP242-243

Journals :

•

Lect. D.ramkumar(2003), “Relationship Marketing – The new tantra for lifeinsurance sector”. Department Of Management Studies, N.M.S.S. Vallaichamy

Nadir College, Nagamalai, Madurai – 625019 available at

http://www.google.co.in/interstitial?

url=http://www.indiaschools.com/marketing_029.htm last accessed on 07-08-

2009.

• Dr. Ch.rajesham (2004), “changing scenario of india insurance sector”,

department of commerce & Business Management, University P G college,

Kakatiya University Khammam, Andhra Pradesh available at

http://www.insuranceinstituteofindia.com/insuranceinst/publication/uploads/journ

al-jan-jun-04/chapter10..pdf last accessed on 14-08-2009

• J.Mehra (2005), “innovations in life insurance industry”, the financial express,

new delhi available at http://www.financialexpress.com/news/innovations-in-life-

insurance-industry last accessed on 15-08-2009.

Website:

• www.google.com

• www.mentnsoul.com

http://www.google.co.in/interstitial?url=http://www.indiaschools.com/marketing_029.htm%20last%20accessed%20on%2007-08-2009



http://www.insuranceinstituteofindia.com/insuranceinst/publication/uploads/journal-jan-jun-04/chapter10..pdf


http://www.financialexpress.com/news/innovations-in-life-insurance-industry



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