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Question: Happy SPA has recently undertaken significant advertisement spend to boost its membership. It published full-page and half-page ads in leading newspapers (Sample Ads in Appendix 1 and 2). It expected ~30-40% jump in its membership but the response to the campaign has been disastrous. There have been less than 100 query calls with some Ads resulting in no query calls. This has led to serious deliberations within the management.
Happy SPA had started with the philosophy of providing value-based-pricing and professional servicing. In the over a decade of its existence it grew to 25 branches across 5 cities in North and West India. In the last couple of years its membership had begun to stagnate. It had aimed to grow to 100+ branches in the next 3 years through franchisee model. For franchisee led growth it was important for Happy SPA to boost revenue, something it has struggled with. A new strategy was formulated to boost footfalls and it was decided to target stress-based issues through SPA therapies. Stress has popularly been identified as the primary source of health-issue in the modern day life. Management believed that by linking its therapies to stress-ailment it will be able to increase relevance of its packages. Along with standard SPA therapies Happy SPA came up with stress and stress-linked ailments (fatigue,
poor-sleep, back-ache etc.) specific therapies.
As part II of the growth strategy, it made significant expenditure in advertisement and expected it to drive growth and its expansion plans. But the poor response to its campaign had put brakes onto its plans and brought it back to the thinking room.
a. Conduct a survey (sample size 5-8 people)
exploring linkage between stress-ailments and SPA. Present the survey-questionnaire and the findings.
b. What do you think of the Happy SPA’s new growth strategy and advertisements? What could be the reason for its lack of response? Analyse it according to the survey-findings.
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