Accurance Case Study

Summary of the case

100% Eco Resort“5 pillars of sustainability”

Energy WaterWaste

ManagementArchitectureFood chain

**SKAL Global award for

Sustainability 2011

Village

experience

holiday

Bullock cart drivin

g licenc

e

Rustic Romance

Office package for corpor

ate

Ayurvedic Spa

Therapies

Farm fresh

organic food

A Village ExperienceA perfect place to reconnect with

the natureGames like gilli danda, kite flying,

lagori, spinning a top, firing a catapult, cycle tyre racing,

swimming, pottery etc.

Compassionate Food

•Free of all animal proteins•Organic food

•Whole food (no refined products at all)

• A zero oil cooking•No compromise on the taste

•Spices and masalas are made in house

Compassionate Food-Food for sick people

•Lot of criticism from the leisure customers

•Preference of customers for white rice over whole rice

•Guests not ready to accept health related issues

Edible Landscaping•Land is utilized for growing food

rather than ornamental plants•Handpick vegetables from garden

for meal•Farm fresh chemical free

•organic vegetables and fruits

Walk with New Trends

Problem Identification

How effective would be the idea of bringing back

the concept of “Compassionate food” in

the current scenario?

Research Objective

Research methodology• Exploratory research

Type of Research:

• Primary dataType of Data:

• Interview, Online survey

Data Collection Instrument

: • Focus group, in depth interview

Data Collection Method:

Research methodology

• Corporate Personnel , students, parents

Sampling Unit:

• 94 ( 55+24+15 )Sampling Size:

• Simple random Sampling

Sampling Type

Survey questionnaire, Observations

&Findings

41

14

Male Female

19

24

13

9

Age25-3535-4545-5555 and above

Information about respondents

12

25

18 OccupaitionSelf employedPrivate Organ-isationGovt Organisa-tion

Awareness among the respondents about eco-

friendly Resort

Yes No0

5

10

15

20

25

30

FemaleMale

20

4

22

9

MediumPrint MediaTelevisionInternetFamily/friends

Medium of awareness

Luxurious Resort eco-friendly resort0

5

10

15

20

25

30

FemaleMale

Preference of respondents to resorts

Preference of respondents to the kind

of food in resort

Health

y cuisin

e in a

resort

regular

cusin

e( Indian

,Chinese,Ita

lian)

0

5

10

15

20

25

30

35

FemaleMale

Is healthy food meant for sick people??

Yes No0

5

10

15

20

25

30

35

40

45

50

FemaleMale

Will you like to take family to experience different healthy lifestyle from monotonous city life ?

Yes No0

5

10

15

20

25

30

35

40

45

50

FemaleMale

https://docs.google.com/forms/d/1Pt6ibmXLta3T2W0gfwApnSgPGbo41JN-Zq_8CBn3wsc/viewform

Common observations from Focus group(students) and in depth interview(family

members)

• Gym routine is difficult because of time issues• Once in a while being in a stress relieving environment is

good for body, mind and soul• Eco friendly resorts if it has a good word of mouth, I

would like to try.• I would like to try healthy food atleast in one of the meals

if it is served well• Im unaware of the nutritional facts and goodness that

vegetables, fruits bring to human• When I m with my family, I want the family members to

have healthy food for their wellness• If healthy food taste is manageable, I would switch from

gym instantly• During pregnancy stage, I want only healthy food and

more of a stress free environment

Suggestions on Segmentation,

Targeting, positioning

Psychographic Segmentation•Clear focus on attitudes,

interests and opinions (AIO) and lifestyles•Younger generation is status and principle oriented with emphasis being laid on healthy food.Segmentation by benefits

The market is divided into corporate employees, youngsters and family members

Targeting Strategy

•Targets the younger generation aiming at nutrition consciousness •Corporate employees who have a stressful life•Family ‘empty nest 1 and 2’ and ‘full nest 1 and full nest 2’• Pregnant women

Positioning Strategy

•A totally different “experience” where leisure meets nature by fulfilling body, mind and soul- -- Experience marketing•“Health retreat” instead of “Compassionate food” --- Brand Repositioning•Reconnect with your loved ones over a delicious, healthy meal.

Recommendations

1. Repositioning

We are adding an icon “Health retreat” in the menu along with the

dishes offered currently. Thus customers have the option of choosing what

they wish.

Complete luxurious HEALTH Retreat

•Take help of nutritionist and chefs to come up with the healthy and tastier menu•Simple, Elegant and Nice presentation of food

•“Healthy and Heavenly” weekend Buffet Lunch or Dinner

Complete luxurious HEALTH Retreat

•State the calories of each dish in the menu (like McDonalds and Starbucks)

•Provide information to the guests about the richness of food in terms of nutrition

Complete luxurious HEALTH Retreat

•Name every plant grown in the farm

•Engage guests in the edible landscaping

•Learning to cook with whole grains at Health Retreat

Edible Landscaping

2. Solution format for advertisements

ALWAYS

STATISTICALLY NOT THE BEST SOLUTION

NATURE IS THE BEST SOLUTION

3. Corporate image management

Free Health Awareness camps

Personalised Blogs

Consistent Social Cross Promotions – STIMULATE WOM

Therefore I travelIndia blog. And much more

4. Marketing Communications

Message Execution (Hyperbole, emotional, action inducing)

Executional framework Slice of life & Dramatization

Appeals-Rational &emotio

nal

BillboardsSignals, airport,

Pondicherry & Goa

TV- late fringe slots

Magazines

(Last Page)

Interior Designing focussing on

“ SMILE”

5. Gamification

GAME 1:

•The customer picks any vegetable and says the colour he wants to see in final dish.

GAME 2:

Guess the ingredients in the food served.If customer wins the game, he earns a Membership star.

6.Medical Tourism

3 new packages

1. Corporate HEALTH RETREAT

2. Tie up with Major DIABETIC

Clinics3. Package for

Women for Pre and Post pregnancy

"Think of it as a centre where people would go for a day, a

weekend or a week for healthy lifestyle education while

having a good stay.“•Offering yoga classes

•Lifestyle consultations•Meditation

classes

6.Other Recommendations

•Guerrila marketing –Hot air balloons in IPL matches in bangalore

•Add kids play zone along with carrom, chess, table tennis

Experience heaven on earth...

Introducing “Tag line” to Our native village ( Helps in brand recall,

brand building)

Conclusion

Solution for Q1 : Repositioning •Yes we are bringing back the

concept of compassionate food but we are repositioning it as ‘Health Retreat’•We are adding an Icon Health Retreat in the existing menu •By gamification, recommended marketing communication, Corporate image management and Medical Tourism, this repositioning idea has all the potential to attract the target customers and add great value to the motto “Sustainable living of Our Native Village.”

Solution for Q2 : •Everyone in the world wants to be healthy. Its not that 8 out of 10 guests are health unconscious, its that they have not been in a natural environment so far to explore how healthy appetite is.•Through our Health Retreat Packages, integrated marketing communications and gamification where we involve the guests to participate & give them a wholesome experience.•Through our survey we have found that corporate employees and families are health conscious but due to artificial environment, they could not think much abour health.

Solution for Q3 : Effective Inventory Management•Provide transparency significant cost

•Base Cycle Stocks on Economics:•Reduce Order Transaction Costs:•Lower Inventory Holding Costs:•Base Safety Stocks on Customer Service:•Forecast Routine Demand Statistically:•Rationalize SKUs•Minimize Purchase Minimums:  Use Vendor-Managed Inventory (VMI) and Vendor Stocking Programs (VSP)•Maintain Accurate Inventory Balances•Exploit Sales and Operations Planning (S&OP):

•No, ditching the idea is such an easy decision to make. But being an eco-friendly resort, the association with nature gets totally fulfilled only when ‘food’, the most integral part of living, is also natural.•When we can build a scenario where the guests engage in trying healthy food in one of their meals through our recommendations in the previous slides, 5 years down the line, Health Retreat would become an important USP of our native village.

Solution for Q4 :