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2011

Lida Salha

[THE VEDIC MEDICAL SPA] 1


MARKETING PLAN
Contents
1 Executive Summary ......................................................................................................................................................... 4
2 Situation Analysis ............................................................................................................................................................ 5
2.1 Market Summary .................................................................................................................................................... 5
2.1.1 Market Demographics..................................................................................................................................... 5
2.1.2 Market Needs.................................................................................................................................................. 6
2.1.3 Market trends ................................................................................................................................................ 8
2.1.4 Market growth ................................................................................................................................................ 9
2.2 SWOT Analysis....................................................................................................................................................... 10
2.2.1 Strengths...................................................................................................................................................... 10
2.2.2 Weaknesses ................................................................................................................................................ 10
2.2.3 Opportunities ............................................................................................................................................... 10
2.2.4 Threats ......................................................................................................................................................... 10
2.3 Competition .......................................................................................................................................................... 11
2.4 Services ................................................................................................................................................................. 14
2.5 Keys to Success ..................................................................................................................................................... 15
2.6 Critical Issues:........................................................................................................................................................ 16
2.7 Macro Environment: ........................................................................................................................................... 16
3 Marketing Strategy: ...................................................................................................................................................... 20
3.1 Mission .................................................................................................................................................................. 20
3.2 Marketing Objectives ............................................................................................................................................ 20
3.3 Financial Objectives .............................................................................................................................................. 21
3.4 Target Marketing .................................................................................................................................................. 21
3.5 Positioning............................................................................................................................................................. 21
3.6 Strategy Pyramids ................................................................................................................................................. 22
3.7 Marketing Mix ....................................................................................................................................................... 23
3.7.1 Product .......................................................................................................................................................... 23
3.7.2 Pricing............................................................................................................................................................ 25
3.7.3 Promotion ..................................................................................................................................................... 26
3.7.4 Channels of Distribution ............................................................................................................................... 27
3.7.5 Customer Service .......................................................................................................................................... 27
3.8 Marketing Research ........................................................................................................................................... 29
4 Financials, Budgets, and Forecast ................................................................................................................................. 33
4.1 Project Summary: Project Cost, Key Financial Indicators, Break Even Analysis ................................................... 33

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4.2 Projected Statement of Income ............................................................................................................................ 33
4.2.1 Sales Forecast................................................................................................................................................ 34
4.2.2 Expense Forecast .......................................................................................................................................... 34
4.3 Service Fees & Contribution Margins.................................................................................................................... 35
5 Controls ......................................................................................................................................................................... 35
5.1 Implementation milestones .................................................................................................................................. 36
5.2 Marketing Organization ........................................................................................................................................ 36
5.3 Contingency planning............................................................................................................................................ 36
6 Appendix ...................................................................................................................................................................... 38
7 Glossary ......................................................................................................................................................................... 77
8 Works Cited ................................................................................................................................................................. 79

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1 Executive Summary

“Ayurveda is the world's most ancient system of preventive health care; developed in India over 6,000 years
ago. Ayurveda, which translates as "knowledge of life", is a natural approach for creating balance and
strengthening the body's healing abilities.”

The Vedic Medical Spa “VMS” will be established in Hazmieh area, a suburb of Beirut, and will be one of a kind
that offers Panchakarma, traditional Ayurvedic detox and rejuvenation program. Besides, the Spa will offer
authentic and therapeutic Ayurvedic treatments for stress reduction, rejuvenation, and detoxification
treatments.

The Spa would be offering a wide array of cost effective treatments to the young professionals that are
increasingly in need of holistic well being treatments as well as the older generation interested in alternative
treatments to common ailments.

The Spa, being part of Maharishi Ayurveda Program, would differentiate and distinguish itself by offering
customers a holistic treatment based on the Ayurvedic knowledge that works at a very deep level to clean the
body of toxins and eliminates physiological imbalances. Given that the spa is medically oriented all our
treatments will include wellness consultation with our Vedic doctor who will provide customers with detailed
information about his/her present health situation with the recommended health guideline. Besides, all
treatments will be performed by two technicians using organic oil massage.

However, a major challenge facing the Spa project is how to launch it, grow its business and sustain
profitability taking into consideration the Lebanese competitive market and the political and economical
situation.

An evaluation of the Spa internal strengths and weaknesses and external opportunities and threats served as
the foundation of this strategic analysis and marketing plan. As a start up business, the Spa marketing
objectives are to create customer product awareness and customer product preference, gain customer
satisfaction, and market share. The Spa will follow an extensive marketing campaign entailing; the creation of a
dynamic Web Site, Direct mail, establishment of presence on Facebook, conducting Seminars, TV
Appearance, and advertising in selected printed media.

A high level market research and high level feasibility study were conducted indicating that the Spa project is
feasible and profitable (Appealing financial returns). Initial capital needed is around USD 135k. Initial marketing
budget for the Spa amounts to USD 37k.

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2 Situation Analysis

“Vedic Medical Spa” a medical spa owned by group of investors and managed by a professional spa manager.
VMS, being set in an independent location, 280m2 apartment located in Mar Taklah-Hazmieh will open on 15
July 2001.

The “Vedic Medical Spa” is the only spa in the Middle East to offer Panchakarma, a traditional Ayurvedic detox
and rejuvenation program. Besides, wide array of authentic and therapeutic Ayurvedic treatments for stress
reduction, rejuvenation, and detoxification. The Spa will follow an extensive marketing campaign that will be
the key factor to create product and brand awareness.

Customers that value Complementary and alternative medicine are on the raise, as number of spas that offers
massage therapies are growing over the past few years, not to mention also other alternative medicine
approaches such as energy therapy ,acupuncture, Chinese medicine, etc…that are now available in the
Lebanese market.

We recognize that existing spas, offerings are mainly directed at beauty and general well being. The VMS
would differentiate itself by being medially oriented, and by helping clients deal with their health problem at the
root.

To gain market share in this increasingly intense competing environment the spa will adopt the value model
that is provide high quality treatments at affordable prices to make our offers appealing to large number of
value conscious- customers. The VMS treatments will include more features and benefits that are of value to
the targeted segment.

2.1 Market Summary


2.1.1 Market Demographics

Our target segment is Customers aged 35 to 55; with monthly income range between “$1,500 to $5,000”, they
lead stressful life, don’t eat healthy and do little to no exercises, and with time they accumulated fatigue, stress,
etc.., and they have positive attitudes toward alternative medicine.

Geographic

The spa is located in Hazmieh - Mar Taklah. Our geographic target area is mainly Beirut and Beirut suburbs, in
addition to Baabda in Mount Lebanon.

The total population in these areas is 1,774,958

Demographics:

Target age: 35 – 44 (13%) and 45-54 (10%)

Income: Middle income: 1,067$→3,333$ (16.63%)

Upper middle: 3,333$ →5,333$ (1.03%)

Segment total potential customers: 72,095

Behavioral Factors:
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Customers have positive attitudes towards complementary and alternative medicine. Additionally, they favor
Detox program, due to its beneficial effects, and also consider it as an important prevention step in future
diseases that might develop.

In addition, although our target segment has positive attitudes towards western medicine but they like to mix
between western medicine and alternative medicine. Customers are medium to heavy users of massage
therapy, they believe in the benefits that these massages can provide and are willing to spend considerable
amount of money to benefit from it.

Finally, customers lead active and stressful lifestyle whereby they have little to no time to take care of their
health such as eating healthy or going to the GYM. So they have accumulated stress and fatigue, some
however are suffering from anxiety, encomia, and depression.

2.1.2 Market Needs

Nowadays people, due to modern life requirements, are living stressful life and are subject to either minor
stressful events (daily hassles), such as being stuck in a traffic jam, or to major stressful situations such as
stress at work , financial and family responsibilities ,etc… According to scientists these hassles will aggravate
physical and psychological problems. As per extensive scientific researches, high percentage of diseases
around 80% to 90% are psychosomatic diseases(stress based) ; example high blood pressure, insomnia, heart
disease, anxiety, etc….

Today, people are considering complementary and alternative medicine as these practices are explicitly used
for health promotion and disease prevention.

“Complementary and alternative medicine (CAM) is a broad term that covers a range of healing therapies that
range from Acupuncture to Yoga.”

About.com defines alternative medicine types and categories as following:

We recognize five main types of alternative medicine:

1. Alternative Medical Systems: Alternative medical systems are built upon complete systems of theory
and practice. Often, these systems have evolved apart from, and earlier than the conventional medical
approach. Few examples:
 Acupuncture
 Ayurveda
 Traditional Chinese medicine

2. Mind-Body Interventions: It includes Yoga and Meditation


3. Biologically-Based Therapies: Biologically based therapies in complementary and alternative medicine
use substances found in nature, such as herbs, food, and vitamins. Some examples include:
 Diet
 Dietary supplements
 Herbal products
 Megavitamins

4. Manipulative and Body-Based Methods: Manipulative and body-based methods in complementary and
alternative medicine are based on manipulation and/or movement of one or more parts of the body. Some
examples include:
 Massage therapy
 Reflexology
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 Therapeutic touch

5. Energy Therapies: Energy therapies involve the use of energy fields. Example:
 Reiki

Many alternative Medicine doctors practicing for many years in the Lebanese market, confirmed that the
Lebanese attitude and preference toward Complementary and alternative medicine has changed tremendously
over the past years. As we can observe the increased number of available spas that offer many types of
massage therapy, from “Swedish” massage to “Shiatsu” to “Deep Tissue” massage such as Intercontinental
Phoenician, Habtoor, the spirit, etc... They provide treatments that support body’s own detoxification system,
and provide detoxifying treatments like “Lymphatic Drainage” massage and “Body Wraps”.

Additionally, we find increased number of Yoga and Meditation centers, which help change negative mental
habits. Moreover, doctors that practice Acupuncture and traditional Chinese medicine are on the rise.

On the other hand, we find alternative medicine centers, dietitians, diet center and shops that sell herbs and
nutritional supplements, such as Zein Elatat, Amana care G&C that sell detox supplements. Also,
pharmaceutical detox supplements such as nutra life detox program, and methodraine.

However, Panchakarma, an Ayurvedic treatment, is not yet available in the Lebanese market. Why? And what
is Ayurveda, and Panchakarma?

Mapi.com defines Ayurveda and Panchakarma: Ayurveda a holistic approach -as the official website of TM
defines Ayurveda- Maharishi Ayurveda is prevention-oriented, free from harmful side-effects and capable of
treating disease at its source. It can legitimately claim to be both scientific and truly holistic, employing 20
systematic approaches to health from the angles of mind, body, behavior and environment. Ayurvedic
therapies do not conflict with any western medicine and treatments, so they can be successfully employed
alongside other systems of healing if desired.

One of the most important aspects of Maharishi Ayurveda is the special revitalization therapy, using the
techniques traditionally known as Panchakarma. This therapy involves a combination of methods, including
specific herb and oil massage techniques, heat therapies and gentle purification procedures. This deeply
relaxing therapy acts by gently cleansing the body's tissues of accumulated impurities.

Research has shown that this procedure does actually reverse age-regulated deteriorations in physical
functioning and has confirmed its value for both physical and mental health.

Benefits

1. Eliminate toxins and toxic conditions from your body and mind
2. Restore your constitutional balance improving health and wellness
3. Strengthen your immune system and become more resistant to illness
4. Reverse the negative effects of stress on your body and mind, thereby slowing the aging process
5. Enhance your self-reliance, strength, energy, vitality and mental clarity
6. Bring about deep relaxation and sense of well-being

Revitalization therapy through Ayurveda holds great hope for the prevention of many serious illnesses of
middle and later life. We often forget that conditions such as cancer, heart disease and various degenerative
disorders do not crop up overnight. They are usually the result of years of gradually accumulating imbalances
or toxic and waste materials in the body, accumulations that can be effectively and thoroughly prevented by
regular Panchakarma treatments.

Why Panchakarma?
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It’s a natural and effective way of mobilizing, dissolving the difficult build-up of, and eliminating metabolic
waste products and impurities called “Ama”. If allowed to build up, wastes are viewed to be an active factor in
creating the favorable conditions for disease or ill health.
In Ayurveda, Ama is defined as a sticky plaque-like substance that is produced as the body’s way of trying to
mobilize impurities from the tissues and organs and micro-channels of the body. When the body is not able to
fully eliminate these impurities through the normal channels of elimination such as the bowel, urinary tract or
skin, then Ama forms, and may first appear as congestion, phlegm, dental plaque, the white coating on the
tongue, and may later accumulate in the arteries, joints and tissues.
Even though our body is expertly designed to maintain itself in perfect health and eliminate these impurities
daily as they arise, there is a limit to what the body can do. Chronic mental, physical or emotional stress,
wear and tear, seasonal or geographic conditions, exposure to environmental pollutants, and poor diet or
lifestyle can inhibit the body’s self-repair mechanisms, allowing the Ama to accumulate.
The regular elimination of accumulated Ama through yearly or seasonal Panchakarma is held in Ayurveda to
be the key to good health and longevity. Panchakarma is the most effective thing we can do to strengthen
immunity, prevent illness, and maintain optimal health.

“Vedic Medical Spa” will introduce to the Lebanese market the “Maharishi Ayurveda Approach”, an
alternative medical system that focuses on identifying imbalances in the body and mind and help restore
balance to support the innate healing and self repair process within the body. It will provide “Panchakarma”, a
detox program, plus a wide range other rejuvenating and relaxing massages that help customers benefit from
the holistic Ayurvrdic experience to enrich and integrate mind, body, and spirit leading to a better quality of life.
In addition, the Spa will offer other services such as Yoga, Meditation, Music Therapy, and Psycho Analysis
Consultation.

The “Vedic Medical Spa” and its unique approach are important to the following customers:

 Users that have positive attitude towards complementary and alternative medicine and consider detox
programs as important step towards disease prevention.
 People who are not categorized by western medicine as sick people but they feel there is something
wrong with them.
 Sick people who tried western medicine and did not get any help or got too much white phobia from the
doctors and drugs, especially those that suffer from anxiety, insomnia, and depression.
 People that already live healthy life and wish to maintain it.

2.1.3 Market trends

In order to understand the market trends for spas, it is necessary to look at the competitive landscape.

In Lebanon Spas are mainly divided into 2 categories:

Category Competitive landscape


Spas in hotels 1. PUREGRAY Spa in hotel Le Grey
2. Essential spa at Mövenpick Hotel & Resort Beirut
3. Le Royal Spa
Independent Spas 1. The Spirit (http://www.thespirit.me/main.html)
2. Senses SPA (www.clubsenses.com)
3. TAO SPA (http://www.taospa.cc)

For the purpose of understanding market trends, we would be documenting the offering of each spa in terms of
types of messages offered, and price per session. Details of the offering of each would be listed in (table 1) of
this marketing plan.
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The section below is dedicated to highlighting the market trends in the spa segment

Vedic Medical Spa would differentiate and distinguish itself by offering clients a holistic treatment based on the
Ayurvedic knowledge that works at a very deep level to clean the body of toxins and eliminates physiological
imbalances. Such treatment is not yet available in the local market.

The general market trend is for spas to offer hybrid treatments in terms of style and type of spa offering;
whereas Vedic Medical Spa would specialize in Ayurvedic treatment. Moreover, the market trend is largely
geared towards offering that are directed at beauty and general well being especially that this type of spa
offering is versatile to include a vast array of treatments for both general wellness and the alleviation of
medical conditions such as allergies, asthma, arthritis, insomnia, infertility, chronic headaches, ulcers, heart
diseases and menopause etc.

Further, while the general market trend is for spas not to emphasize the dietary habits and lifestyles of their
customer base unless specifically requested to, Vedic Medical Spa would be promoting weight loss Ayurvedic
treatment to their customer base as essential to the general well being process. The Ayurvedic weight loss
treatment, which includes specific programs for fat reduction, herbal supplements, yoga and exercise programs
in addition to learning lessons and diet control, is very much in line with market trends focused on fitness and
weight control.

As opposed to the current market trend where each spa has a specific and pre set menu of services, Vedic
Medical Spa will offer in addition to a large selection of treatments, Ayurvedic treatments that are custom
tailored to fit each customer’s specific needs. Every customer would be independently assessed by a medical
professional and as such the program would be tailored in terms of treatment, duration, type and also food
regimen. The individuality and personalization is a forte that Vedic Medical Spa would capitalize on to attract,
sustain and grow their customer base.

Further, while the general market trend has generally been for specialized and upscale spas to be located at
expensive hotels, thus rendering the spa treatment an “elitist” concept that is not easily accessible to a larger
number of customers, the market is currently trending towards independent spas that offer cost effective
treatments. Vedic Medical Spa, being set in an independent location, would be offering a wide array of cost
effective treatments that would attract a larger number of the population, the young urban professionals that
are increasingly in need of holistic well being treatments as well as the older generation interested in
alternative treatments to common ailments.

As such, proliferation of spas, whether independently or as part of the gym setting, is a promising factor in
terms of growing awareness of the importance of spa treatments to the individual’s general well being and
accessibility to a larger number of people. Additionally, and given that the market trends are showing continued
growth, Vedic Medical Spa, with its specialized and unique offering, is poised to, on the one hand, benefit from
growing awareness on the importance of the “spa experience” and on the other hand, compete with a distinct
offering that enjoys worldwide recognition.

2.1.4 Market growth

Post the Lebanese war, particularly in the mid 1990’s, and with the advent of international luxurious hotel
chains to the Lebanese market, upscale spas, offering an array of beauty, body, and facial treatments, were
introduced to the local market as part of the hotel services. Such spas, namely those affiliated with upscale
hotels, were concentrated in Beirut area, characterized by exclusivity and demanded high prices for their
services. As such, spas started off by targeting and attracting the higher echelon of local society and in-house
hotel guests.

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As upscale Hotels and Resorts continued to spread across the Lebanese territory, namely in the Beirut and
Mount Lebanon area, the local landscape witnessed the establishment of more spas as part of hotel offering,
and as of the early 2000’s, a number of independent spas opened offering professional spa services.

Today, the market for beauty and relaxation in Lebanon is large and has an amazing variety in terms of
location, price and services. Lebanon, particularly the Beirut and Mount Lebanon area, are home to
approximately 18 Spas (see table 1), 50 % of which are located in Hotels while the others are owned and
operated independently.

This proliferation of spas, served to create awareness on the benefits of spa treatments, in terms of
rejuvenation and relaxation, to both mind and body. Further, the fast paced, and “stressful” lifestyle of most
Lebanese, particularly those of the middle to upper class prompted a large number to seek the services of
spas for much needed quality spa treats. Today, spas compete mainly in terms of service offering and price
structure with a number of spas offering discounts on bundled offerings.

Such factors served to create demand and register a positive market growth as more people are discovering
the benefits and cost effectiveness of spa treatments.

2.2 SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within and describes the
opportunities and threats facing the “Vedic Medical Spa”:

2.2.1 Strengths
 Launching a new concept to the Lebanese market “Punchakarma”
 In-depth industry experiences and insights
 Ayurvedic doctor and expertise , “know how”
 Provide Customized treatments, and healthy lifestyle guidelines.
 Management
 Location

2.2.2 Weaknesses
 Lack of brand awareness, we might face difficulties to develop brand awareness as a start-up project
 Slow cash inflow at startup of business, this necessitates securing high initial working capital.
 Loss of key staff

2.2.3 Opportunities
 Expansion of business, more locations.
 Increase market share in the growing spa industry.
 Capitalization on health tourism industry.

2.2.4 Threats
 Political instability
 Existing Competitors reactions
 Stronger competitors enter the market
 Risk if segment collapsed

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2.3 Competition

The percentage of people who value complementary and alternative medicine has risen steadily over the past
years. Questions such as: how to maintain good health? How to improve health? How to deal with stress and
strains of everyday living? have became a major concern to many people and drove them to consider many
types of healing therapies that complementary and alternative medicine provide, which vary from Acupuncture
to Yoga.

In Lebanon spas are mainly divided into two categories; spas in hotels and independent spas. List of available
spas plus details of the offering of each spa in terms of types of messages, duration and price per session is
attached as (table 1)

Available spas provide mainly body and face treatments, besides popular types of massage therapies that
target psychological toxins like stress and worries, also help reduce muscle tensions, pain, headache, back
aches, etc…

Nevertheless, “Detox spas have a number of ways to target the toxins:

 Treatments that support the body own detoxification systems. These include colon hydrotherapy and
herbal enemas, which cleanse the colon, and detoxifying spa treatments like Lymphatic Drainage
massage, and Body Wraps.
 Dietary changes that can range from a juice fast to simpler changes like adding healthy fruits and
vegetables and cutting out the foods that are hardest on your body.
 Meditation and yoga that helps you change negative mental habits
 Major dietary changes and oil-based treatments that are part of the Ayurvedic detox called
Panchakarma.”

In the Lebanese market we find all the above except Ayurvedic detox approach “Panchakarma”.

Analysis of Market:

List of available spas:

Category Competitive landscape


Spas in hotels Intercontinental Phoenicia
Edde SANDS
Grand Hills
PUREGRAY Spa in hotel Le Grey
Essential spa at Mövenpick Hotel & Resort Beirut
Le Royal Spa
Independent Spas The Spirit
Senses SPA
TAO SPA
Aishti
V Spa
Spa 300
Feather Rose Esthetic

Key Competitors are spas that are medically oriented and offer Ayurvedic treatments that are designed to
penetrate and cleanse the entire body and remove deeply embedded toxins while bringing balance to the
body. In addition to saps all other available treatments, services and supplements which functions are close
substitutes.
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In addition to spas that offer Ayurvedic treatments we find other techniques under alternative medicine types
available in the market that helps detoxification as follows:

1. Alternative Medical Systems:


 Acupuncture
 Traditional Chinese medicine

2. Mind-Body Interventions: Yoga and Meditation centers

3. Biologically-Based Therapies:
 Dietitians.
 Dietary supplements and herbal products, such as Zein el atat, Amana care products, and G&C
products; all dedicated towards detoxification, as well as pharmaceutical products like Nutra life
and Methodraine Detoxine

4. Manipulative and Body-Based Methods:


 Massage therapy, 10 most popular available massages, Swedish massage, Aromatherapy
massage, Hot stone massage, Deep tissue massage, Shiatsu, Thai massage, Pregnancy
massage, Reflexology, Sports massage, Back massage.
5. Energy Therapies:
 Reiki

Analyzing spas in hotels and independent spas in terms of their strategies:

1. Types of treatments offered and their benefits to clients.


2. Treatments prices
3. Service quality and performance.

Findings: spas that offer Ayurvedic treatments are InterContinental Phoenicia, and Edde Sands. Analyzing
competition strategies:

Intercontinental/Edde Sands The Vedic Medical Spa

Elitist expensive concept that is not easily Cost effective treatments attractive to a larger
accessible to a large number of customers number of the value- conscious customers

Target group; upper class & hotel residents Target group; middle & upper-middle class

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Excellent service performance and quality Excellent service performance and quality

Medically oriented and limiting our offers to


Offer besides Ayurvedic massages a wide
Authentic Ayurvedic treatments that penetrate
range of treatments designed towards
and cleanse the entire body and remove
rejuvenation, relaxing and anti-stress
deeply embedded toxins while bringing
massages and other treatments that deals
balance to the body. Plus Panchakarma
with localized pain.
detox therapy.

Massages are done by 2 specialists

Massages are done by 1 specialist


4 hands massage more effective than 2
hands massage

Doctor consultation upon request Doctor consultation is part of every treatment.

Doctor might prescribe Medic medicine if


No supplement prescription
needed

Competition objectives, we will assume that they have a mixture of objectives: maximum market share,
maximum current profits, cash flow, and customer service leadership.

As The VMS objective is to maximize market share. SWOT analysis as mentioned in section 2.2.

Competition strength and weakness analysis:

Strength

1. Luxuries facilities
2. Strong brand image
3. High quality service performance
4. Professional top management
5. Professional technicians
6. Wide range of treatments
7. Strong financial position
8. Loyal customers

Weaknesses

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1. Not medically oriented
2. Doctor consultation and four hands massage is provided upon request.

As for substitutes which functions are close to Ayurvedic treatments they all provide healing treatments, unlike
Ayurveda that offer both prevention measures approach and healing treatments.

The Vedic Medical Spa is:

1. Medical oriented Spa


2. The first to offer Panchakarma
3. Dealing with health problem at the root.
4. Slogan “Embracing the customer “
5. High quality treatments at affordable prices.
6. Availability of detox program Panchakarma
7. Doctor consultation at every treatment
8. All massage therapies are performed with two technicians (four hands massage)
9. Prescription of Maharishi herbal supplements if needed
10. Convenience of location

PODs:

1. Medical oriented spa


2. “Embracing the customer”
3. Dealing with health problem at the root.

POPs:

1. High quality treatments


2. Highly skilled and trained personal
3. Hygienic spa
4. Well defined and standardized Service process

Available spas are using the following tools for promotion:

 Web sites “their own”


 Brochures
 Related web sites example El Raha
 Magazines
 Out-door advertising “Billboards” are used by Habtoor and Le Mago
 Direct mail
 Intercontinental “TV talk show and report”
 Packages such as ” combining facial, nail, and body massage in one package”
Also, offering relaxation program, three days package. As well as, they offer rejuvenation program,
7days package.etc…. in addition to packages for couples.

2.4 Services

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The “Vedic Medical Spa” will render the following services:

1. Wellness Consultation
2. Panchakarma
3. Wide range of Ayurvedic treatments
4. Maharishi Ayurvedic herbal products
5. Transcendental meditation technique
6. Hatha yoga classes
7. Psycho analysis consultation
8. Music therapy
9. Vegetarian meals

2.5 Keys to Success

Embracing our customers, and always exceeding their expectations. As a service provider our main task is to
“Tangibilize the Intangible” kotler (389). And provide evidence of our high quality treatments and services
through managing our physical evidence.

Besides given that service quality is very variable because it depends upon many factors such as who is
providing it? When and where? Steps the spa will take to boost quality control: kotler (390

1. Invest in good hiring and training procedures: the spa management will hire highly skilled
technicians and will provide them with extensive training regarding treatments, and spa’s
policies and procedures.( details about working team mentioned in 3.7.5)
2. Standardize the service-performance throughout the spa: (detailed services procedures are
mentioned in 3.7.5 customer services)
3. Monitor customer satisfaction: through conducting periodic surveys to measure customer’s
satisfaction.

Furthermore, to be able to manage demand level fluctuation: the spa tactics are: kotler (392)

On the demand side:

1. Differential pricing: we will offer special discounts to shift demand to off-peak periods.
2. Non-peak demand: we will offer special packages and/ or lower prices on off-peak periods certain
3. Complementary service: to recover from any service failure, we will offer Make-up Treatment.
4. Reservation system: to manage demand

On the supply side:

1. Part-time employees: knowing that customers’ demand level fluctuate, for example it will increase on
weekends , summers , holidays , and afternoons, the spa will employ part-time employees.
2. Peak-time efficiency: training employees how to perform efficiently on peak times.
3. Increased customer participation: on-line reservation and filling Health Evaluation form.
4. Facilities for future investment: look for bigger location either to buy or rent.

On top, after checking the intercontinental and Edde Sands keys performance and key successful factors –
reservation process, massage process, service quality- the spa will keep this in mind and consider it as a
benchmark for our services and process and even add to it.

Given that quality control is very crucial for the spa success, service quality management:

Kotler (402)

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1. Strategic concept: we shall have a comprehensible understanding of our customers and based on that
we shall develop our strategies.
2. Top-management commitment: top management shall always monitor service quality, spas cleanness.
3. High standards: we will deliver the service in a consistent and accurate way.
4. Self-service technology: for customers that value convenience in service, we shall offer on-line
reservation, plus the ability to fill Health Evaluation Form.
5. Monitoring systems: Audit service performance for both our own and competitors, the spa will employ
the following measures: ghost shopping, comparison shopping, suggestion and complaint forms and
customers survey.
6. Satisfying customer complaints: the spa will provide dissatisfied customers with easy means to
complain through providing complaint and suggestion forms and mail address.
7. Satisfying our employees as well as customers: through highly satisfied employees the spa will gain
more loyal customers. Given this fact the spa management adapted percentage system, so that
employees will be motivated to work and feel that they are partners with firm.

In addition, The Spa management will always upgrade its existing services and provide new treatments that
meet the changing needs of its customers; in addition to timely improvement the skills of our therapists,
through extensive training, as we will continue to receive guidance and updates from Maharishi Ayurveda
Center.

Our task is to always deliver valued offers to our customers, to create total customer satisfaction and loyalty.
Since satisfaction will always depend on product and service quality, the Spa team will ensure to deliver the
promised quality.

In addition, the Spa will form strong customer bonds through: kotler (178)

1. Creating superior service to our customers

2. Assigning customer-service personnel that will manage customer satisfaction and retention.

3. Collect and Organize important information about our customers’ needs, preferences, contacts,
purchase frequency, and satisfactions.
4. Develop loyalty programs.
5. Run awarding programs recognizing outstanding employees

2.6 Critical Issues:

The “Vedic Medical Spa” is a newly established business and as any start up business it has few critical issues
that the Spa management needs to overcome, such as:

 No brand awareness; we might face difficulties to develop brand awareness as start-up company
 Slow cash inflow at startup of business; this necessitates securing high initial working capital.
 Focusing on a single segment alone; we have increased risk if the segment collapses or if a stronger
competitor enters the market.

2.7 Macro Environment:

The Lebanese Macro Environment

Sources of Information:
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 Central Statistics Administration
 Global Refund
 Euromonitor
 Ministry of Tourism
 IMF
 Banque du Liban
 Bank Audi Economic Reports
 Zawya

Demographic & socio-Economic Profile of the Lebanese Population:

Data on Lebanon’s demographic and socio-economic profile was derived from Central Statistics Administration
surveys published in 1997, 2004 and 2007. The population characteristics are derived through sample studies
of which The National Survey of Household Living Conditions 2004-2005 (The Multipurpose Survey) and the
Living Conditions Survey of 2007 are the most recent.

Lebanon Population:

Lebanon’s total population stood at some 3.75 million in 2007. Almost 50% of the population resides in
Lebanon’s middle regions (Beirut and Mount Lebanon), the rest are distributed across the North (20%), the
South (17.5%) and the Bekaa (13%).

Population Distribution (2007)

Number of Percentage of Number of Percentage of Average household


individuals individuals households households size

Beirut 361,366 9.6% 96,335 10.8% 3.75

Southern Suburbs 457,960 12.2% 100,463 11.3% 4.56

Mount Lebanon 1,026,514 27.3% 273,177 30.7% 3.76

Excl. Southern Suburbs

North Lebanon 763,712 20.3% 160,820 18.1% 4.75

Bekaa 489,865 13.0% 106,015 11.9% 4.62

South Lebanon 659,718 17.5% 152,003 17.1% 4.34

Lebanon 3,759,135 100% 888,813 100% 4.23

Age and Gender distribution:

The Lebanese population is almost evenly split at the gender level with some significant variations in selected
age groups. Lebanon’s age pyramid exhibits a number of traits that reflect a reduction in family size as well as
an apparent effect of immigration.

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The table below illustrates a relatively young Lebanese population

Age Distribution

Age Group Individuals % of Total

Under 15 924,747 25%

15 to 24 733,031 20%

25 to 34 582,666 16%

35 to 44 481,169 13%

45 to 54 390,950 10%

55 to 64 281,935 8%

65 & Above 360,877 10%

Total 3,755,376

Lebanese Economy

The 2007 Statistical Yearbook issued by the Central Statistics Administration points towards the following
breakdown of households in terms of monthly income:

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Household Income Levels

Category Monthly Income Bracket 2007 1997

Low-Income Below $667 61.81% 59.55%

Lower-Middle Between $667 and $1,067 20.31% 22.25%

Middle Income $1,067 to $3,333 16.63% 16.40%

Upper Middle Income $3,333 to $5,333 1.03% 1.50%

High Income Above $5,333 0.22% 0.30%

Total 100% 100%

The Lebanese economy is mainly based on services. The sector is mainly comprised of a thriving regional
banking market, tourism, and trade, which have traditionally accounted for more than 65% of the GDP. Most
economic activity is concentrated in the coastal cities. Lebanon has been enjoying solid macroeconomic
performances, with the economy reporting since 2007 an annual average real GDP growth of 8.5%, among the
highest average rates in emerging markets and around the Globe. High growth was accompanied with rising
prices, though the rate of inflation remains moderate. GDP-per capita is on the rise which reached $13,100 in
2009. The outlook of the service sector is promising despite the political instability of the country.

Social and Cultural Environment

The Lebanese society is comprised of several religious and ethnic groups. Ethnic Makeup: Arab 95%,
Armenian 4%, other 1%. Religions: Muslim 59.7% (Shia, Sunni, Druze, Isma'ilite, Alawite or Nusayri),
Christian 39% (Maronite Catholic, Greek Orthodox, Melkite Catholic, Armenian Orthodox, Syrian Catholic,
Armenian Catholic, Syrian Orthodox, Roman Catholic, Chaldean, Assyrian, Copt, and Protestant), and other
minorities 1.3%. Note: 17 religious sects recognized.

The official language is Arabic, but also English, French, and Armenian are widely spoken by native people.

Lebanon has a rich and traditional background. The Lebanese are proud of their tradition of hospitality.
Lebanese are known for their great sense of music and literature they also take interest in theaters, films and
various literature. Education plays an important role in society and culture has modernized itself .The youth is
much into the western culture and people are open to the western culture.

There is no caste system in Lebanon; money is now the most important factor in determining class lines. The
middle class suffered a great loss of wealth during the war, and the gap between the very rich upper class and
the lower class has widened.

Political Legal Environment:

The investment environment in Lebanon remains subject to risk factors, mainly the volatile security and
political situation. What makes such risks sometimes hard to anticipate is that they are not only driven by
domestic factors but also by regional players. One example of this is the July 2006 war between Israel and
Hezbollah, which had a negative impact on Lebanon's economy. Nevertheless, the Lebanese economy
remains one of the fastest growing in the Middle East according to the International Monetary Fund. The

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volatile domestic political situation and the fact that it remains in a state of war with Israel have not deterred
Arab investors and Lebanese living abroad from pouring money into the country, especially in real estate.

3 Marketing Strategy:

3.1 Mission

“Vedic Medical Spa” mission is to help individuals achieve an ideal life balance through customized treatments
and personalized advice with the help of highly qualified Vedic Doctor and technicians; to achieve this we will
adhere to the sublime principles of Ayurvedic practices to enable every individual to enjoy exceptional
treatments with superior quality and high customer services at affordable prices.

3.2 Marketing Objectives

As a start up business, our marketing objectives are to create customer product awareness and customer
product preference, gain customer satisfaction, and market share.

Vedic Medical Spa will seek to achieve the following market objectives

 Create awareness on the benefits and added value of the holistic Ayurvedic Treatment philosophy
 Create demand for Vedic Medical Spa’s array of Services
 Divert demand from other market players
 Sustain positive financial growth
 Tailor Customer Loyalty Programs to encourage frequent visitation
 Tailor Customer Referral Program to decrease the cost of new customer acquisition.

Quantitative objectives:

1. Achieve break even status the 1ST year of operation (sales of $263,000).
To achieve our objectives, we are planning to undertake extensive marketing campaign; ad
insertions in health Magazines to introduce properly the Ayurvedic approach and pin points its
major benefits. In addition, arrange seminars to have two ways communication with attendance.

2. Increase customer product preference by 40% by year end.


To achieve our objectives, we will deliver what we promise, and based on their positive experience
we will create positive and strong image.
To achieve our objectives, we will focus on proper positioning, and highlight PODs between us
and available alternative medicine treatments. And this will be achieved through marketing efforts.

3. Gain 75% customer satisfaction by year end.


Being customer–focused we will focus on providing excellent service quality, deliver what we
promise to customers, and exceed their expectations to guarantee customer satisfaction. We will
achieve this through highly trained and motivated therapists that are completely aware of the
Spa’s mission and marketing objectives. And on top Tailor Customer Loyalty Programs will be
developed to encourage frequent visitation.

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3.3 Financial Objectives

Our sales objectives are $264,000 for 1st year to increase by 25% the 2nd year, 15% the 3rd year and 10% the
years thereafter.

We need to sell 2000 treatments during 1st year (Ranging 84 for Panchakarma to 360 for Abhyanga).

Our profit objective for the 1st year is around $1,000.

Our marketing budget will amount to $38,000 for the 1st year and $29,000 for the years thereafter.

3.4 Target Marketing

The growing number of spas operating in Lebanon, both as part of a hotel offering and independents, helped
creating market awareness, as to the spa concept and the associated benefits, that is being increased over
time. Vedic Medical Spa is poised to enter the market by offering a holistic spa experience that is at once
relaxing, rejuvenating and therapeutic. Therefore, Vedic Medical Spa, an added value offering, aims to expand
the market by increasing awareness, driving demand and also diverting demand by targeting existing “regular”
spa goers.

Vedic Medical Spa will mainly target its offering in Beirut, Beirut suburbs and Bbaada (constituting
approximately 20% of the Lebanese population), to both females and males aged 35 to 55. As such Vedic
medical spa is targeting the younger age bracket to encourage them to embrace and engage in a relaxing,
healthy lifestyle and also targeting the older age bracket to benefit from the relaxation and therapeutic
treatments to a number of common “old-age” ailments such as arthritis, heart diseases and menopause etc.
In contrast to conventional wisdom which ties the spa experience to luxury, and that creating demand for spa
experiences is directly proportional to higher income brackets; Vedic Medical Spa, will promote the Ayurvedic
philosophy as a lifestyle, and tailor made offerings to meet the needs of people with a monthly income bracket
of $2000 and above (to approximately 17 % of the Lebanese population). Such targeting will be validated with
Vedic Medical Spa’s marketing strategies mentioned in section 3.6 below particularly those related to loyalty
programs, bundled offers, and corporate programs.

As such Vedic Medical Spa is targeting a wide array of local market segments, the health conscious, the young
urban professional, the stressed, the recreational seeker, and the alternative treatment seeker; all of which are
growing segments in the local market.

In addition to the local market, Vedic Medical Spa will attempt to target tourists visiting Lebanon and wanting to
experience an alternative spa experience. This target market segment, although secondary, is a promising
source of demand especially due to the increase in tourist numbers visiting Lebanon and the increase in tourist
spending on various lodging, shopping and entertainment categories, estimated by Euro Monitor to be at 3.8
billion in the past five years.

3.5 Positioning

“Vedic Medical Spa” will position itself as the leading provider of holistic Ayurvedic treatments, and a haven of
wellness that transcends the conventional single purpose function of spas. This positioning would be achieved
by leveraging Vedic Medical Spas competitive edge. “Vedic Medical Spa” will offer customized therapeutic,
preventive, rejuvenating, and relaxing Ayurvedic massages that are tailored made to fit customer specific
health needs. Ayurvedic treatments reach the root cause of the customer health problem and heal it, this in
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addition to our distinguished services, embracing of our guests and high quality treatments at affordable prices
differentiate us from other spas.

3.6 Strategy Pyramids

1st Strategy: Leaders in providing Ayurvedic massages

Tactics: Create awareness through Media channels

Programs:

1. Create website
2. Establish presence on Facebook
3. Direct mail
4. Seminars
5. Corporate Personnel
6. Television Appearance
7. Ad Insertions

2nd Strategy: Sustain profitable financial growth and controlling cost

Tactics:

1. Sales Promotion
2. Pricing of Bundles
3. Media Channels

Programs:

1. Advertising Insertions
2. Seminars
3. Increase sales by customer
4. Increase contacts

3rd Strategy: Gain customer satisfaction and loyalty

Tactics:

1. In-house Marketing
2. Monitor Satisfaction
3. Increase Customer Perceived Value
4. Developing Loyalty Programs
5. Interacting with Customers
6. Personalizing Marketing

Programs:

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1. Excellent Technician Training
2. Develop Suggestion forms, Website and e-mail address
3. Customer-Service Personnel
4. Periodic Surveys
5. Frequent Buying Program
6. Create and Organize Customer Database

Marketing expenses:

Item Year 1 Year 2 Year 3 Year 4 Year 5


Printing materials 2,000 1,000 1,000 1,000 1,000
Advertisements 24,000 20,000 20,000 20,000 20,000
Seminars 6,000 6,000 6,000 6,000 6,000
Web Site Maintenance 5,000 500 500 500 500
Direct Mail 600 600 600 600 600
Telephone 1,800 1,800 1,800 1,800 1,800
Total $38,600 $29,100 $29,100 $29,100 $29,100

3.7 Marketing Mix

3.7.1 Product

Realizing the importance of the spa Physical appearance to confirm and convey our medical image as well as
our high quality service treatments; we will achieve this through:

 Spa decoration will be simple but elegant, which has the effect of reflecting a professional environment
as well as warm and relaxing ambiance.
 Spa’s bedrooms are designed to give immediate effect of warm and comfortable ambiance.
 Reception, consultation, massages room all are at best condition, and highly equipped
 Professional and skilled staffs that deliver excellent quality of massage treatments and are well informed
to reply to any customers enquiries.
 High quality printed materials, top line computers used for reservation and collecting customer data
base.
 Finally the spa name “Vedic Medical Spa” conveys credibility through word ” Medical”

Accommodation:

 2 comfortable bedrooms with private bathrooms


 4 treatment rooms with private showers
 1 yoga and meditation room
 1 music and relaxation room
 1 consultation room
 1 dining room
 Kitchen
 Reception
 Office room

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The “Vedic Medical Spa” will offer a holistic experience whereby each guest will receive from a specialized
doctor a customized prescribed combination of treatments designed to bring about detoxification, balance and
rejuvenation that will meet his specific needs.

Wellness Consultation:

Wellness consultations include a 45-minute meeting with our Medical Doctor. It provides an excellent
individualized introduction to the basic principles of Ayurveda self-health care. Wellness consultations include:

1. Ayurveda Pulse Assessment with report on findings of balance and imbalance


2. Dietary recommendations matched to body type
3. Lifestyle recommendations matched to body type
4. Recommendation of suitable “Maharishi Ayurveda” products.

“Vedic Medical Spa” will offer the following treatments:

As defined by mapi.com:

Panchakarma Therapy

“Panchakarma “is The Ayurvedic royal path to purity and prevention. Literally five actions, Panchakarma
refers to a range of cleansing and balancing therapies designed to flush out toxins from the body, nourish and
balance the whole system.

Panchakarma defined as the five actions or five therapies, is a central rejuvenation spa- regimen of Maharishi
Ayurveda. According to the classical Ayurvedic text, Charaka Samhita, the five actions for purifying and
rejuvenating the body include Virechena (cleansing of the small intestine—laxatives and
purgatives), Basti (cleansing of the large intestine—enemas), and Nasya (purification of the nasal channels)
and other treatments for rejuvenating the tissues and balancing the effects of stress on mind and body.

Ayurvedic Massage Treatments

1. Herbalized Oil Application (Abhyanga): A comprehensive and soothing oil massage carried out by a
synchronized team of two technicians. The oil application uses herbalized oils prescribed to suit
individual needs. The treatment promotes the penetration of oil deep into the tissues so that impurities
are loosened and separated from the tissues.

2. Relaxation Treatment (Shirodhara): In the treatment a soothing continuous flow of herbalized oil is
poured slowly and gently across the forehead, thereby treatment settling and balancing the nervous
system. The effect is delightful.

3. Anti-Stress Massage: If you are constantly in front of a computer or on a cell phone, you may be
feeling negative effects from exposure to external electro-magnetic fields. The Spa will offer an
Ayurveda remedy for this modern problem. Relax and enjoy, as a team of two specially trained
technicians administer the first massage therapy developed specifically to remove electro-magnetic
stress. When we are exposed to strong electro-magnetic fields, the body’s natural electro-magnetic
balance can become overwhelmed and compromised. This unique energy-balancing treatment helps
restore the natural electro-magnetic balance of the body, returning the physiology to its normal
functioning.

4. Luxury Oil Treatment (Pizzichilli): In this luxurious treatment two technicians pour a constant flow of
warm herbalized oil all over the body to give the ultimate experience of deep relaxation. The oil
penetrates deeply into the bodily tissues, softening and mobilizing impurities.
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5. Stimulating Circulation Treatment (Urdvartana): Using herbalized paste, this stimulating treatment
helps to enliven and revitalize the skin, smooth away fat deposits and improve circulation and digestion.

Ayurvedic Packages

1. Holistic Package: includes


 TM technique
 One Abhyanga massage
 Two Hatha Yoga class

2. Anti stress/Shirodara
3. Anti stress/Abhyanga
4. Seven Urdvartana sessions
5. Seven Abhyanga sessions

In addition to the treatments the Spa will offer: Tm and music therapy as defined by tm.org:

1. The Transcendental Meditation Technique : This technique is the most effective and
scientifically validated procedure to reduce stress and promote good health. Deep rest gained during
the TM technique allows your body's natural self-repair mechanisms to dissolve accumulated stress
and tensions that are the root cause of many health problems.
It also, includes teaching Pranayama or Breathing Exercise which promotes proper breathing. In a
Yogic point of view, proper breathing is to bring more oxygen to the blood and to the brain, and to
control Prana or the vital life energy.
Plus Yoga Asanas: The physical postures of Yoga Asanas are traditional positions that enliven the
connection between mind and body, consciousness and physiology. When done properly, Yoga
Asanas help dissolve stress.

2. Music therapy, 90 min session, Maharishi Vedic Sound therapy utilizes specially chosen sounds
from the Vedic Literature to enliven the inner intelligence of the body (the body’s self-repair
mechanisms) and restore proper physiological balance.

3. Hatha Yoga Classes: Slow-paced stretching class with some simple breathing exercises.

4. Psycho Analysis Consultations

3.7.2 Pricing

Our pricing objective is to create and divert demand for the Vedic Medical Spa range of services and thus
develop customer base that is to maximize market share. The Spa’s aim is to position itself as the leading
provider of holistic Ayurvedic treatments and our positioning strategy is to provide high quality treatments at
affordable prices.

Customers realize the benefits of Ayurvedic treatments and appreciate the total value of our service offerings
especially Panchakarma; in addition, findings from our market research showed that customers are willing to
pay for example $450 for Panchakarma due to its benefits, and added value.

Analyzing competitors pricing strategies and comparing and learning about their Ayurvedic treatments
offerings, the Spa is offering added features and benefits that are of value to our customers. Realizing that but
25
keeping in mind our main positioning strategy, which is to provide high quality treatments at affordable prices,
the Spa will follow the competitors’ prices without adding the added value to the price. Hence, the spa will offer
a wide array of cost effective treatments, in order to gain market share.

On the other hand, the Spa management will be using two pricing methods

Panchakarma based on customer’s perceived Value pricing for pricing Panchakarma. And value pricing for the
wide range of Ayurvedic treatments.

To communicate and enhance perceived value in the mind of customers we will communicate the massage
using a number of communication channels such as magazine, television appearance, etc….

Bellow is the Spa treatments initial prices which may be adjusted in response to opportunities and competitive
challenges.

Price
Area/m2 Staff Treatment Minutes USD Avp/m
The Panchakarma * $450
The Abhyanga 85 $85 1
Vedic Shirodhara 100 $105 1.05
Medical Anti-Stress Massage 90 $45 2
Spa Pizzichilli 85 $130 0.6
Urdvartana 85 $85 1
Hatha Yoga classes 180 60
Psycho analysis 45 40
Two TM Technique * 400
280m2
technicians Holistic package 500
Anti stress/ Shiradara 140 $115 1.22
Anti stresss/Abhyanga 125 $135
Seven Urdvartana
sessions 595 $475 1.25

Seven Abhyanga
sessions 595 $475 1.25

 Note that treatment duration includes 30 min Doctor Consultation.


 Panchakarma requires spending a whole day at the spa in addition to two outpatient
appointments with our doctor.
 TM Techniques is done through 5 consecutive meetings; each session is around one hour, and
it includes a life time follow up.

3.7.3 Promotion

Vedic Medical Spa’s objective is to position itself as the leading provider of holistic Ayurvedic treatments, and a
haven of wellness catering to the wellbeing of the local market (primary) and tourist market (secondary). Vedic
Medical Spa’s strategy is to first create awareness concerning the benefits, added value and long lasting
effects of the holistic Ayurvedic Treatment philosophy, and create and divert demand for Vedic Medical Spa’s
array of services and thus develop a customer base. The message that Vedic Medical Spa will seek to
communicate is one that is related to a Lifestyle of health, wellness and longevity, one that embraces the
individual’s mind, body and soul. This message will be communicated using a number of channels mentioned
here below.

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 Vedic Medical Spa’s Website which will be a rich source of information on the scope and breadth of the
Ayurvedic philosophy, and of course include a complete listing of Vedic Medical Spa’s services and
treatment packages. Further, the website will offer potential clients the chance to communicate with a center
and register for a monthly newsletter. The website will be equipped with online booking and payment
services.

 Social Media Applications: In order to engage the growing internet savvy customer base, in addition to the
website, Vedic Medical plans to communicate via the social networks by establishing presence on Facebook
through the creation of a dedicated group, a fan page and continuously engaging members with updates
and philosophy tidbits etc.

 Television Appearances: The project promoters seek to secure television appearances in a number of
morning and prime time shows on both local and satellite channels. The objective is to introduce the
Ayurvedic philosophy, Vedic Medical Spa’s offering and the general health, well being and rejuvenating
effects of Ayurvedic treatments on mind, body and soul. Given that such shows enjoy high viewership,
television appearances are considered a cost-effective channel as opposed to launching full-fledged
television advertising campaigns. Television appearance are envisioned on the following shows: Live@
MTV, Alam el Sabah on Future Television, Sabah Al Arabiyya on the MBC Network, Talk of the Town on
MTV to name a few. Such shows enjoy both local and regional exposure and are poised to benefit Vedic
Medical Spa’s marketing and image building endeavors.

 Personal Contact with Corporations: The project promoters intend to pursue a direct marketing approach
whereby a marketing representative would schedule meeting with the HR department at major corporations
such as banks, television stations and major telecom operators to offer special corporate rates for
employees of such entities. This approach is poised to attract demand for Vedic Medical Spa’s services
particularly in the young urban professional market segment.

 Print Media: Vedic Medical Spa will run print media campaigns in select social magazines such as Femme,
Mondanite, Special, Mystera etc... As well as in selected business magazines such as Lebanon
Opportunities and Executive. Further, as part of the print media campaign, the project promoters will seek
coverage for Vedic Medical Spa’s opening and secure interviews to be able to further speak about the
Ayurvedic philosophy and the range of services that the Spa offers. Further, Vedic Medical Spa, will book
for advertising space in “Cedar Wings”, the official magazine on board of Middle East Airlines. Advertising
on Cedar Wings will secure exposure for the project with all incoming visitors whether expatriates and
tourists alike.

 In-house Marketing: Personnel at Vedic Medical Spa will be trained for excellence in customer service; this
is viewed as an excellent marketing strategy for client retention and building customer loyalty. Further, Vedic
Medical Spa will introduce loyalty programs where frequent visitation entitles customers for special
discounts, and/or free services. In addition to loyalty programs, Vedic Medical Spa will put into effect a
customer referral program where both the referrer and the referred will benefit from special programs. The
objective of this marketing strategy is to decrease the cost of new customer acquisition.

3.7.4 Channels of Distribution

“Vedic Medical Spa” is located in Hzmieh Mar Takla, a 280 m2 apartment.

3.7.5 Customer Service

Kotler(160)“Creating loyal customers is at the heart of every business” this statement represents as well the
policy of the Spa, as we intend to provide excellent customer services and deliver superior value to create
27
customer satisfaction that will lead to loyal customers. To ensure this the management will hire highly qualified
therapists and inform them about the Spa’s marketing objectives.

Important key successes factor for any service provider is to enhance quality service control in every step
starting from appointment process till after treatment service:

Standardized service procedures:

1. Appointment process , two ways;


 First, customers may call our expert assistant to help them choose and book an appointment
that best suits them.
 Second, on line, through our website the customer may browse the web read about our different
offerings and packages and fill in all the needed information and our staff will call him back to
confirm the appointment with him.

2. Upon arrival:
 Customers are asked to fill out a Comprehensive Health Evaluation Form that includes all
necessary personal information for our customer database.
 A therapist is assigned to help customer throughout the appointment, the minute the customer
arrives till he/she pays the fees and leave. The therapist will show the customer around and explain
briefly all the services that the Spa renders.

3. Treatment process:
 The appointment at the “Vedic Medical Spa” starts with doctor consultation that provides complete
information on customer individual body type. Based on health form, pulse assessment and
discussion with our Vedic doctor, the doctor will assign a customized treatment for the customer.
 Customer enjoys massage treatment best suits his needs, done by two qualified Technicians and
with recommend Special Organic oil massage.
 Before leaving, the customer will have a follow-up or “Going Home” consultation with our Vaidya
including pulse assessment, and recommendations to use at home after finishing his treatment.
These may include individualized dietary guidelines, exercise tailored to customer constitutional
type, ideal daily routine, home self-oil massage, and herbal supplements.
 Another appointment is assigned if needed to help customer maximizes benefits from massage
therapy.
 After that, a customer may enjoy a healthy well balanced vegetarian lunch that best suits him/her
and may enjoy Ganhdharva “music therapy” that helps in reducing stress. Finally, the customer has
the option of resting afterwards in one of the Spa comfortable room.
 Customer is asked if he/she wish to be on the mailing list for information on any new treatments the
Spa might offer and about any new packages and promotions.

4. After treatment service : Our services doesn’t stop when session ends, our customer-service personnel
will contact the customer after two days to check on his/her condition and ask them about their opinion
of the massage and service and if all went well .

5. Make-up Treatment: as a part of services guarantee, the spa will offer Make-up treatment, if customer
reports unsatisfactory massage experience.

6. Loyalty program: The Spa management will implement frequent buying points and fidelity cards as part
of customer loyalty program.

7. Customer satisfaction: To insure that customers are always satisfied the Spa management will track
and monitor customer satisfaction through periodic surveys.

The working team:

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The working team that should be available to be engaged in the Spa consists of the following:

 Medical Doctor trained in Maharishi Ayurevda


 A Veda is qualified expert in Maharishi Ayurveda
 Technicians for men, is a team of 3 qualified male technicians who are trained in conducting
Panchakarma and the different types of Ayurevdic treatments.
 Technicians for ladies, is a team of 3 qualified women technicians who are qualified in Panchakarma
and the different types of Ayurvedic treatments.
 Administrator who will execute the coordination among the different teams, and will conduct all
administrative work.
 TM and Yoga teacher trained in Maharishi Ayurveda
 Psycho analysts and relationship expert.
 1 Cleaner
 1 Cook

3.8 Marketing Research

Management problem: Should we introduce to the Lebanese Market, Ayurveda an alternative medical system,
Panchakarma?

Research objective: Determine customers’ preference and intentions for adapting the Ayurvedic healing and
preventive oriented treatment Panchakarma. (New concept testing)

Research Questions and Objectives

The objectives of the research:

1. To determine if and where does preventive care fit in the Lebanese people lifestyle.
2. To assess the levels of awareness in the Lebanese community with regards to “preventive alternative
care" methods and therapies.
3. To draw conclusions about the readiness to respond and willingness to take action in terms of the
Panchakarma Preventive care therapy.

Considering the research objectives of the study, the researchers have built some questions:

1. Lebanese people are aware of their unhealthy and stressful lifestyle; are they aware of the relationship
of such factors and their consequently caused diseases?
2. Has the need to counteract to their unhealthy lifestyle, created the urge and demand of Lebanese
individuals for existing methods of stress relieving and disease preventing?
3. To which extent are Lebanese individuals interested in discovering new ways of preventive care
methods? And are they willing to respond and take action in this regards and to their health benefit?
4. How ready are the Lebanese people to accept the “Panchakarma”-preventive care therapy?

The research plan:

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Our secondary data were taken mainly from conducting interviews with alternative medicine doctors;

Eli Karam, Medical Doctor- clinical researcher and medical consultant in Vedic medicine- said that the
percentage of people who value complementary and alternative medicine has raised steadily over the past
years and that Lebanese people are having positive attitudes toward alternative medicine as he noticed that
the number of patients has risen in a very noticeable way. According to him Ayurvedic therapies do not conflict
with western medicine and treatments, so they can be successfully employed alongside other systems of
healing if desired.

Ms Farida Abou Khizam-Australian Pharmacist, Medical Journalist, Reiki Master. Ms Abou Khizam argued for
'Integrative Medicine'- (a combination of Modern Medicine and CAM (in particularly for Reiki)), that could
address psychosomatic illness more thoroughly. After all, it is said that 80% of all illness is emotionally based.
She explained how Reiki utilizes bio-fields (Electromagnetic Fields in and around the body) for a variety of
uses including: profound relaxation, trauma relief, pain treatment, building immunity, overcoming addictions
(detoxification), reducing blood pressure, insomnia, wound healing, and cancer care etc.
She added that the number of Lebanese customers that are trying and adopting Reiki approach is on the rise.

For our primary information we gathered the needed and relevant information through structured survey, using
questioners, and contact method was through mails and personal interviews.

Sampling plan:

1. Sampling unit: customers that belong to age range between 45 to 55 years old, income range from
$1,500 to $5,000, live in Beirut, suburbs and Baabda, have positive attitude towards Complementary
and Alternative medicine, considers health magazines and internet as a primary source to be updated
on alternative medicine new releases.
2. Sample size: 100
3. Sampling procedures: Non probability sample, judgment sample

METHODS

In order to be able to answer the research questions and objectives, a questionnaire,including 26 exploratory
questions, was developed and used as a mean for a qualitative analysis that leads to conclusions about the
exploratory work in question.
With the purpose of having a sample as much representative of the Lebanese community as possible, a non-
probabilistic sampling method was used, specifically the quota method.
The basic categories of the quota were: gender, age group and monthly income.
The following table summarizes the quota calculation (with the CIA World Factbook 2010 update and
Databank.com.lb as the main sources of national data):

30
Population Sample
male 25-34 < $667 29623 1
$667-$1,067 118493 3
$1,067-$3,333 438423 13
$3,333-$5,333 35548 1
> $5,333 29623 1
35-44 < $667 0 0
$667-$1,067 95927 3
$1,067-$3,333 240880 7
$3,333-$5,333 80293 2
> $5,333 56678 2
45-54 < $667 0 0
$667-$1,067 62312 2
$1,067-$3,333 249249 7
$3,333-$5,333 97363 3
> $5,333 857 0
55-64 < $667 2900 0
$667-$1,067 23201 1
$1,067-$3,333 40602 1
$3,333-$5,333 121807 4
> $5,333 104406 3
> 64 < $667 0 0
$667-$1,067 0 0
$1,067-$3,333 255795 7
$3,333-$5,333 20301 1
> $5,333 60904 2

female 25-34 < $667 5220 0


$667-$1,067 151389 4
$1,067-$3,333 334100 10
$3,333-$5,333 15661 0
> $5,333 15661 0
35-44 < $667 0 0
$667-$1,067 56180 2
$1,067-$3,333 238767 7
$3,333-$5,333 79589 2
> $5,333 93634 3
45-54 < $667 0 0
$667-$1,067 29830 1
$1,067-$3,333 249829 7
$3,333-$5,333 74576 2
> $5,333 18644 1
55-64 < $667 3314 0
$667-$1,067 39774 1
$1,067-$3,333 66290 2
$3,333-$5,333 112692 3
> $5,333 106063 3
> 64 < $667 3024 0
$667-$1,067 69563 2
$1,067-$3,333 202639 6
$3,333-$5,333 6049 0
> $5,333 24196 1
4,143,101 120

One hundred and twenty copies of the questionnaire were delivered and collected to the chosen sample within
private organizations/ institutions, educational premises and other public locations; in addition few copies were
sent and collected via E-mail.
A high response rate was achieved (100%) given that the questionnaires were administered to participants by
the deliver and collect method and sent by email. Only few casesrefused to answer to a small number of
31
questions, and these refusals are mainly due to the fact that participants simply didn’t have any opinion in the
respective regard.
The data collected were analyzed using the SPSS program, by means of descriptive and bivariate statistical
analyses.

Questionnaire: New Concept testing, a complete vision of the questionnaire is attached as Appendix 1.

Questionnaire results: Details of questionnaire result is presented in Appendix 2.

The research results came in very promising and encouraging as most respondents (58.85%) showed positive
attitude toward Panchakarma and Ayurevdic treatments.

The results of the research indicated that most respondents (91.7%) are aware that leading a stressful life,
having repressed emotions, along with wrong diets and habits would lead to psychometric diseases. In addition
40.7% agreed that detox programs that act as preventive treatments can keep them physically fit and
energetic. However, 51.3% of the surveyed participants thought it is extremely important to have a special diet
and lifestyle guideline as disease preventive measure. Nevertheless, only 33.1% have considered taking any
preventive measures and 89.7% weren’t aware of any available preventive alternative care methods and
therapies. On the other hand, knowing that Panchakarma is an Ayurvedic cleansing and rejuvenating plan that
helps disease prevention, 16% would definitely try it, 53.8% would probably try it.

Considering the research objective to determine if and where does preventive care fit in the Lebanese people
lifestyle in addition to customers’ preference and intentions for adapting the Ayurvedic healing and preventive
oriented treatment Panchakarma, main results showed that Lebanese people are aware of the fact that leading
a stressful life would lead to psychometric diseases, and that leading healthy lifestyle ALONE is not sufficient
enough to prevent future diseases. Moreover, many agreed upon the importance of detox program that acts
as preventive measures, and showed willingness to try Panchakarma. On the other hand, a high percentage of
surveyed population is not aware of any available preventive alternative care.

Taking these results into consideration, the researchers recommend to, first create awareness concerning the
benefits, added value and long lasting effects of the Panchakarma and that the message to be communicated
would be related to lifestyle, wellness and longevity, one that embraces the individual’s mind and soul, through
number of channels such as print media, television appearance, seminars, etc…. this will help create first
awareness then demand which is very crucial at this point since Panchakarma is still a new concept and not
found in the Lebanese market.

32
4 Financials, Budgets, and Forecast
4.1 Project Summary: Project Cost, Key Financial Indicators, Break Even Analysis

Project Cost USD


Capital Expenditure 63,300
Annual Rent 30,000
Salaries/Expenses for 3 months 51,750
Total Rounded 145,000

Key Financial Indicators


Project NPV @ 15% Discount Rate 121,940
Project IRR 38%
ROI 84.10%
Pay Back Period in MONTHS 37

Break Even Analysis USD/%


In terms of Revenue amount 281,203
In terms of Capacity Utilization 42.03%

4.2 Projected Statement of Income

Year 1 Year 2 Year 3 Year 4 Year 5


Revenue 264,180 330,225 379,759 417,735 459,508

Expenses:
Direct Costs 15,360 19,200 22,080 24,288 26,717
G & A Expenses 234,733 233,173 245,754 255,399 266,009
Depreciation 12,660 12,660 12,660 12,660 12,660
Total Expenses 262,753 265,033 280,494 292,347 305,386

Income 1,427 65,192 99,265 125,387 154,122


Income Tax 214 9,779 14,890 18,808 23,118
Net income for the year 1,213 55,413 84,375 106,579 131,004

33
4.2.1 Sales Forecast

Treatment/ Fee / Percentage Increase Over the years


Service Month Treatment 25% 15% 10% 10%
Year 1 Year 2 Year 3 Year 4 Year 5
Panchakarma 7 450 37,800 47,250 54,338 59,771 65,748
Abhyanga 30 85 30,600 38,250 43,988 48,386 53,225
Shirodhara 20 105 25,200 31,500 36,225 39,848 43,832
Pizzichilli 20 130 31,200 39,000 44,850 49,335 54,269
Urdevartana 20 85 20,400 25,500 29,325 32,258 35,483
Anti Stress 5 45 2,700 3,375 3,881 4,269 4,696
TM Technique 1 400 4,800 6,000 6,900 7,590 8,349
Hatha Yoga Class 4 60 2,880 3,600 4,140 4,554 5,009
Psycho Analysis Consultation 20 40 9,600 12,000 13,800 15,180 16,698
Package 1 10 115 13,800 17,250 19,838 21,821 24,003
Package 2 10 135 16,200 20,250 23,288 25,616 28,178
Package 3 5 475 28,500 35,625 40,969 45,066 49,572
Package 4 5 475 28,500 35,625 40,969 45,066 49,572
Package 5 2 500 12,000 15,000 17,250 18,975 20,873
Total Gross Revenue 264,180 330,225 379,759 417,735 459,508

4.2.2 Expense Forecast

Item Year 1 Year 2 Year 3 Year 4 Year 5


Salaries & Related Costs 80,400 80,400 80,400 80,400 80,400
Comissions 72,933 83,873 96,454 106,099 116,709
Rent 30,000 30,000 30,000 30,000 30,000
Sheets/Towels 3,000 2000 2000 2000 2000
Stationary 1,000 1,000 1,000 1,000 1,000
Printing materials 2,000 1,000 1,000 1,000 1,000
Advertisements 24,000 20,000 20,000 20,000 20,000
Seminars 6,000 6,000 6,000 6,000 6,000
Web Site Maintenance 5,000 500 500 500 500
Direct Mail 600 600 600 600 600
Telephone 1,800 1,800 1,800 1,800 1,800
Electricity 1,800 1,800 1,800 1,800 1,800
Municipality 1,000 1,000 1,000 1,000 1,000
Water 200 200 200 200 200
others 5,000 3,000 3,000 3,000 3,000
Total 234,733 233,173 245,754 255,399 266,009

34
4.3 Service Fees & Contribution Margins

Contribution Margins Fee (USD) CM %


Panchakarma 450 71%
Abhyanga 85 71%
Shirodhara 105 46%
Pizzichilli 130 73%
Urdevartana 85 71%
Anti Stress 45 68%
TM Technique 400 50%
Hatha Yoga Class 60 65%
Psycho Analysis Consultation 40 50%
Package 1: Anti Stress/Abyanga 115 70%
Package 2: Anti Stress/Shiradara 135 71%
Package 3: 7 Abyanga Sessions 475 71%
Package 4: 7 Urdevartana Sessions 475 71%
Package 5: Holistic (TM Technique/1 Abyanga Massage/2 Hatha Yoga Classes 500 49%

5 Controls

The purpose of Vedic Medical Spa’s marketing plan is to serve as a guiding document for the organization.
The following areas will be monitored on timely basis to measure performance and take corrective measures to
ensure the quality services and the sustainability of the business.

 Revenue: monthly, seasonal and annual


 Expenses: monthly, seasonal and annual
 Demand creation, and demand diversion
 Quality of services
 Customer satisfaction program
 New service offerings

35
5.1 Implementation milestones
Opening date July 15

Task Person Start date Finish date 5.2 Marketi


ng
Find location Owner March 1st March 30th Organization
Engage architect Owner April 1st May 30th
Owner and
Facility design Owner and April 2nd April 20 administrator will
architect be responsible
for the marketing
Facility set up Architect April 20th May 30 activities at the
Vedic Medical
Administrator Owner February 1st March 1st Spa.
recruitment
5.3 Conting
Doctor Owner February 1st March 1st ency planning
recruitment
Personal Doctor & March 30 May 1st Threats and
recruitment weakness
Administrator
 Problems
Personnel Doctor and May 15th June 15th in demand
training Administrator creation and
Owner and generating
Marketing
Administrator enough visibility,
a function of
Web creation Owner and June 1st July 1st introducing a
administrator new concept -
holistic treatment
Direct mail Owner and July 1st July 5th based on the
Administrator Ayurvedic
knowledge.
Printing material Owner and June 1st July 1st  Aggressiv
administrator e counter
marketing
Television Doctor July 10
campaign from
appearance
market
Advertisement Owner and June 1st July 1st incumbents, with
Administrator an established
client base,
OPPINING DATE July 1 particularly those
that fall within the category of the well established independent spas.
 The business cannot support itself on an exclusive single offering- Ayurvedic treatments
36
 Political and country security risks that would impede the launch and/or set back the momentum of the
project.
 Loss of key personal

The Spa management will have the following contingency plans to offset the realized threats and weaknesses:

 Undertake extensive marketing campaign, especially the 1st year, by focusing on seminars and
television appearances to help increase awareness, and spread Ayurvedic treatments knowledge and
main benefits.
 Injection of additional capital to cover any cash shortage for the first year.
 Train more technicians and hire them as part-timers with option to hire them as full-timers in the future.

37
6 Appendix
Table 1: competitors offering of each spa in terms of types of messages offered, duration, price per session,
and average price per mints:

Note: Definitions of main types of massage therapies are found in glossary

Note: Excluding facial, body and nail treatments.

Spa Area/m2 Staff Treatment Duration Price Avp/m


(Mins) USD

Mövenpick 2000 28 ESPA Shirodhara 15 30 1.9


(Including
the Health ESPA Salt and Oil Scrub 25 45
Club).
Back To Go 25 55

Indian scalp massage 25 55

Reflex Zone 25 55

ESPA Life Saving Back 40 70


Massage

Reflexology 45 85

ESPA Jet Lag Reviver 55 100


Aromatherapy

ESPA Stimulating Hip & Thigh 55 100


Treatment

Desert Stone Massage 55 105

The Majestic Four Hands 55 160


Massage

The Traditional Thai Massage 60 115

Ultimate Stress Massage 80 135

ESPA Balinese Massage With 80 155


Hot Stones

The Traditional Thai Massage 80 155

ESPA Pre Natal Treatment for 85 115


New Beginnings

ESPA Holistic Total Body Care 115 150


with Hot Stones Therapy

Grand Hills 3000 13 Grand Hills Spa Massage 30 60 1.6

Grand Hills Spa Massage: 60 80

38
Candle Oil Massage+Oriental 90 125
Body Peeling

Reflexology 60

Indian Head Massage: 60

Detoxifying Manual Lymphatic 75


Drainage:

Slimming Massage with 100


Ampoules:

Traditional Thai Massage 100

AÏSHTI 100 4 Face and head massage with 30 50 1.7


essential oils

Depressomodeling or "palper 30 75
rouler" massage

Reflexology 45 60

Aromatic relaxation massage - 55 80


a festival of sensations

Volcanic hot stone massage 60 100

Sports massage 80 120

Pure Gray Le Gray Holistic Aromatherapy 60 90 1.6

Volcanic Hot Stone Therapy 60 90

Deep Tissue Massage 60 90

Body Contouring Javanese 60 90


Massage

Remedial Therapy 30 55

Jet Lag Recovery 30 55

Foot & Leg Reviver 30 55

Intercontinental Abhyanga 50 110 2.5


Phoenicia
70 134

Syncronized Ahyanga 50 167

70 200

Shirodhara 50 150

Champi Massage 25 50

39
Podikkizhi 50 140

Syncronized Podikkizhi 50 210

Udwarthana 50 120

Katee Vasthi 50 134

Aromatic Relaxation Massage 80 130

55 90

25 60

Le Royal Face And Head Massage 30 55 2.6

Reflexology 50 80

Sports Massage 50 95

Manual Lymphatic Drainage 50 90

Depressomodeling or “Sensor 30 70
- Rolling” Massage

Volcanic Hot Stone Massage 55 100

Duo Massage 80 250

55 170

25 110

Four Hands Massage 80 260

55 180

25 120

Thai Massage 120 200

75 125

Elixir Spa Habtoor Elixir Hot Stone Massage 30 50 1.7

60 94

Deep Tissue Massage 60 105

Elixir Oriental Face and Scalp 30 50


Massage

Chocolate Indulgence 60 94
Massage

Mom- to-be Massage 55 80

40
Thai Massage 60 125

Reflexology 40 90

60 110

well being Massage 30 50

60 94

Senses 294 6 Cooling bath followed by a 60 60 1.1


wrap of an after sun soothing,
gel

Aroma therapy body scrub, 60 70


massage and a moisturizing
touch

Citrus body scrub, massage 60 70


and a moisturizing body
cream

A Natural Starch Rice Scrub, 60 70


Oil and Moisturizer designed
to soften the skin

Sweet Temptation ( with 60 70


Exotic Fruit tart massage OIls
and Pear Chocolate)

Floral Body Bouquet 120 120

Marine Body Benefits 120 120

Zen Mood 120 120

A foot bath,Chocolate body 120 120


scrub,massage and a body
mask

Sea Mint Detox 120 120

Anti-Cellulite Body Shaping 120 120

V Spa Hopi Ear Candles 30 30 1.6

Back massage 30 40

Anti-cellulite massage 40 60

Feet Reflexology 40 60

Shiatsu 45 70

Hot stone massage 50 90

41
4 Hands Massage 50 120

Full body massage 55 70

Duo massage 55 150

Japanese Facial Cosmo Lifting 60 60

Thai massage 60 100

Full body massage 75 95

Full body massage + foot 80 100


reflexology

Hot stone massage 80 120

Spa 300 500 12 Regular Massage: 60 40 0.9

Deluxe Package: 60 50

V.I.P Package: 90 80

Royal Spa 300 Package: 102 130

Thai Package: 105 100

The Spirit 200 4 Traditional Thai Massage 60 60 1.1

90 80

120 100

Aromatherapy Massage 60 75

90 100

120 180

Edde Sands Abhyangam 60 85 1.8

Siro Dhara 45 105

Face Pack 30 30

Pizhichil 65 130

Navarakizhi 60 120

Pada marma abhyanga 30 45

Udwarthnam 50 85

kativasthi 40 80

Podikizhi 60 120

42
Elakizhi 60 120

Abhyangam+Sirodhara 75 152

Sirodhara+Face Pack 60 114

Sirodhara+Pada Marma 60 116

Pizichil+Sirodhara 90 199

Feather Rose Esthetic Four hands massage 60 100 1.2

Aroma lux 45 70

Candle massage 45 65

Aroma Vitality (relaxant) 45 50

Swedish massage 30 30

Swedish massage 60 60

Hot stone massage (healing) 60 90

Feet reflexology + Scrub 45 37

Head and neck massage 45 50

Water Draining Massage 45 50

Anti- Migraine Massage 20 25

43
Appendix 1: Questionnaire

Ayurveda is the world's most ancient system of preventive health care; Developed in India over 6,000 years
ago. Ayurveda (which translates as "knowledge of life") is a natural approach for creating balance and
strengthening the body's healing abilities.

One of the most important aspects of Ayurveda is the special revitalization therapy, using the techniques
traditionally known as Panchakarma.

In a busy, stressful and toxic world, our physical and mental systems accumulate toxins causing deterioration
in bodily functioning. This eventually weakens our systems, which opens the door for chronic, degenerative,
and non-specific diseases to develop. These can evolve into serious specific diseases, ultimately damaging an
individual’s health and wellness.

Panchakarma can help by reversing these negative effects of daily living. This therapy involves a combination
of methods, including specific herb and oil massage techniques, heat therapies and gentle purification
procedures.

Defined as the five actions or five therapies, is a central rejuvenation spa- regimen of Maharishi Ayurveda.
According to the classical Ayurvedic text, Charaka Samhita, the five actions for purifying and rejuvenating the
body include Virechena (cleansing of the small intestine—laxatives and purgatives), Basti (cleansing of the
large intestine—enemas), and Nasya (purification of the nasal channels) and other treatments for rejuvenating
the tissues and balancing the effects of stress on mind and body.

Findings include improvements in:

 energy, vitality and stamina;


 and appetite and digestion;
 sleep patterns and mood
 memory, alertness and intelligence
 also: reductions in anxiety and depression
 plus: people feel much younger generally

44
The objective of this survey is to better understand how the Lebanese community perceives preventive care
methods and their current awareness, trends and behavioral approaches in this regard.

We would like to find out how important is for you to have a healthy lifestyle and how would preventive care,
specifically the Panchakarma treatment fit in the process of doing so!

Thank you in advance for taking time to answer the below questions!

1. What is your gender?

□ Female □ Male

2. To which age group do you belong?

□ 25 to 34 □ 35 to 44 □ 45 to 54 □ 55 to 64 □ > 65

3. What is your marital status?

□ Single □ Married (no children) □ Married with children □ Other

4. What is your education level?

□ High school diploma □ College degree □ Post-graduate degree

□ Higher Education Degree □ Others ________

5. What is your occupation?

□ Student □ Employee □ Business Owner □ Unemployed

6. Please indicate your approximate monthly income bracket:

□ Below $667 □ $667- $1,067 □ $1,067 - $3,333

□ $3,333 - $5,333 □ Above $5,333

7. Do you consider yourself living a hectic and stressful life?

□ Yes □ No

8. How many times do you usually “work out” per week?

□ Never □ Once □ Twice □ At least three time

9. Do you feel stressed and fatigued due to your lifestyle?

45
□ Yes □ No

10. Do you agree that a stressful life leads to psychometric diseases (stress related diseases)

□ Strongly agree □ Agree □ Neutral □ Disagree □ Strongly disagree

11. Do you believe in preventive, complementary and alternative medicine?

□ Yes □ No □ I don’t know

12. Have you tried any of the following alternative medicine treatments? If yes, please rate it on a scale
from 1 to 5, 5 being “I highly benefited” and 1 “I haven’t benefited at all”

- Acupuncture ___
- Chinese medicine ___
- Colon detoxification ___
- Massage therapies ___
- Aroma therapy ___
- Detox Diet ___
- Detoxification herbs ___
- Energy therapy ___
- Music therapy ___
- Meditation ___
- Yoga ___
- Others ------------- ___
- None of the above

13. How often do you usually visit a spa for a massage therapy per year?

□ Never □ 1 to 2 times □ 3 to 5 times □ More than 5 times

14. How would you rate a Doctor consultation as part of a massage therapy process?

□ Extremely important□ Somewhat important □ Neutral □ Somewhat unimportant□ Not at all important

15. What do you think about customized treatments that are custom tailored to fit each client’s specific
needs in terms of type and duration?

□ Extremely important□ Somewhat important □ Neutral □ Somewhat unimportant□ Not at all important

16. How important do you find the performance of a massage therapy by two technicians (four hands)?

□ Extremely important□ Somewhat important □ Neutral □ Somewhat unimportant□ Not at all important

17. Is it important for you to have a special diet and lifestyle guideline?

□ Extremely important□ Somewhat important □ Neutral □ Somewhat unimportant□ Not at all important

18. Do you believe that leading a healthy lifestyle ALONE is sufficient to prevent future diseases?

46
□ Yes □ No □ Maybe

19. Do you agree that detox programs that act as preventive treatments can keep you physically and
mentally fit and energetic?

□ Yes □ No □ I don’t know

20. Knowing that leading a stressful life, having repressed emotions, along with wrong diets and habits will
lead to psychometric diseases, have you considered taking any preventive measures?

□ Yes □ No □ I don’t know

21. Are you aware of any available preventive alternative care methods and therapies? If yes, please state

□ Yes________________ □ No

22. Do you agree with the following statement: “Proper diet, habits, lifestyle, and administering a proper
cleansing program can help you promote a total health “?

□ Yes □ No □ I don’t know

23. Knowing that Panchakarma is an Ayurvedic cleansing and rejuvenation plan that helps disease
prevention; how likely are you willing to try it?

□ Definitely □ Probably □ I don’t know □ Probably not □ Definitely not

24. Do you think that $450 is a fair package price for a “disease prevention program”?

Knowing that Panchakarma program includes:

1st Step: At home pre-Panchakarma preparation program; 1st doctor consultation, instructions
and special diet recommendations.
2nd Step: After three days, 2nd doctor consultation and last diet instructions before the
Panchakarma
3rd Step, whole day at spa and includes 2 types of relaxing, soothing and rejuvenating massage
therapies, done with two-technicians (four hands) and under the supervision of our doctor.
4th Step: the second day, 3rd and last doctor consultation.
At the spa you’ll have your Private room for the day. In addition to Vegetarian meal and Yoga
class.

□ Yes □ No □ I don’t know

25. If yes, are you willing to pay the above mentioned price?

□ Yes □ No □ Maybe

26. If you had to consider any preventive treatment, what would be the most important basic criteria of your
decision?

□ Health benefits □ Price □ Location □ Professional care


47
□ All of the above □ Other: _________

Appendix 2: Questionnaire results:

a. Descriptive Analysis

- 48.3% of the sample were female while 51.7% male (the mode indicates that the majority surveyed were
male participants: mode=male)
- The sample included 44.9% single individuals, 12.7% married with no children, 39.8% married with
children, while 2.5% had “other” marital status, not specified.

48
- 59.2% of the sample surveyed are young (25-34 years old) and represent the median age group, while
20% are in the range of 35-44 years old, and 20.9% are distributed in the ranges of 45-54, 55-64 and
older than 64 years old.

- 68.1% of the individuals surveyed have acquired either a college degree (39.5%) or a post-graduate
degree (28.6%), while 23.5% have achieved a higher education level, and only 6.7% have a high school
diploma (1.7% indicated having “other” educational level, not specified).

- A high employment percentage among the sample was observed: 90.8% of participants in the survey are
employed, while 7.5% are business owners and 1.7% unemployed;

49
- 59.6% of the population surveyed indicated that their earned salaries ranging between $1,067-$3,333,
15.8% below this range and 24.6% above it (the median range of salaries being “$1,067-$3,333”,
whereas the minimum range was “<$667” and the highest range was “above $5,333”).

- 73.7% considered they were living a hectic and stressful life while the other 26.3% did not;
- 77.5% of the surveyed sample feel stressed and fatigued due to their lifestyle (22.5% don’t).

50
- The survey indicates that 33% of the sample “workout” twice per week, 26.8% as well workout at least
three times per week, while 25% practice only once per week and 15.2% never workout;
- The majority of the sample surveyed (91.7%) agree that a stressful life leads to psychometric diseases
(stress-related diseases) (of which 31.7% strongly agree with the above statement); 6.7% were neutral in
their opinion in this regard, while only 1.7% disagreed.

51
- Half of the population surveyed believes in preventive, complementary and alternative medicine, 14.2%
don’t, while 35.8% of the sample doesn’t know.

52
- Among the different alternative medicine treatments mentioned in the questionnaire, the participants
have tried them at the following rates/ percentages:
o Acupuncture: 4.2% where 80% of them indicated that they haven’t benefitted at all while 20%
have highly benefitted;
o Chinese medicine: 2.5% where 66.7% haven’t benefitted at all while 33.3% have benefitted;
o Colon detoxification: 5% of which 33.3% haven’t benefitted at all, 16.7% have benefitted to
some extent and 50% consider they have benefitted;
o Massage therapies: 25% of which 10.7% haven’t benefitted at all, 14.3% haven’t benefitted,
28.6% have benefitted to some extent, 28.6% have benefitted, while 17.9% declared having
highly benefitted;
o Aroma therapy: 8.3% where 28.6% haven’t benefitted at all, 42.9% haven’t benefitted, 14.3%
have benefitted to some extent and 14.3% have highly benefitted;
o Detox diet: 4.2% of which half haven’t benefitted at all and the other half were equally split into
2 groups that have benefitted to some extent and consider having benefitted;
o Detoxification herbs: 1.7% that have all stated that they didn’t benefitted at all;
o Energy therapy: 2.5% where the majority (66.7%) haven’t benefitted at all) and the rest (33.3%)
have benefitted;
o Music therapy: 9.2% of which 18.2% haven’t benefitted at all, 27.3% haven’t benefitted, 9.1%
have benefitted to some extent, 36.4% have benefitted, while 9.1% declared having highly
benefitted;

53
o Meditation: 15.8% of which 23.5% haven’t benefitted at all, 11.8% haven’t benefitted, 11.8%
have benefitted to some extent, 17.6% have benefitted, while 35.3% declared having highly
benefitted;
o Yoga: 14.2% of which 20% haven’t benefitted at all, 13.3% haven’t benefitted, 13.3% have
benefitted to some extent, 33.3% have benefitted, while 20% declared having highly benefitted.

Have you tried the following alternative treatment:

Acupuncture

Frequen Percen Valid Cumulative

cy t Percent Percent

Vali Yes 5 4.2 4.2 4.2

d No 115 95.8 95.8 100.0

Tota 120 100.0 100.0

Have you tried the following alternative treatment: Chinese

medicine

Frequenc Valid Cumulative

y Percent Percent Percent

Valid Yes 3 2.5 2.5 2.5

No 117 97.5 97.5 100.0

Total 120 100.0 100.0

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Have you tried the following alternative treatment: Colon

detoxification

Cumulative

Frequency Percent Valid Percent Percent

Valid Yes 6 5.0 5.0 5.0

No 114 95.0 95.0 100.0

Total 120 100.0 100.0


Have you tried the following alternative treatment: Massage

therapies

Cumulative

Frequency Percent Valid Percent Percent

Valid Yes 30 25.0 25.0 25.0

No 90 75.0 75.0 100.0

Total 120 100.0 100.0

Have you tried the following alternative treatment: Aroma therapy

Frequenc Valid Cumulative

y Percent Percent Percent

Valid Yes 10 8.3 8.3 8.3

No 110 91.7 91.7 100.0

Total 120 100.0 100.0

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Have you tried the following alternative treatment: Detox diet

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 5 4.2 4.2 4.2

No 115 95.8 95.8 100.0

Total 120 100.0 100.0

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Have you tried the following alternative treatment: Detoxification herbs

Cumulative

Frequency Percent Valid Percent Percent

Valid Yes 2 1.7 1.7 1.7

No 118 98.3 98.3 100.0

Total 120 100.0 100.0

Have you tried the following alternative treatment: Energy therapy

Cumulative

Frequency Percent Valid Percent Percent

Valid Yes 3 2.5 2.5 2.5

No 117 97.5 97.5 100.0

Total 120 100.0 100.0

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Have you tried the following alternative treatment: Music therapy

Cumulative

Frequency Percent Valid Percent Percent

Valid Yes 11 9.2 9.2 9.2

No 109 90.8 90.8 100.0

Total 120 100.0 100.0

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Have you tried the following alternative treatment: Meditation

Cumulative

Frequency Percent Valid Percent Percent

Valid Yes 19 15.8 15.8 15.8

No 101 84.2 84.2 100.0

Total 120 100.0 100.0

Have you tried the following alternative treatment: Yoga

Cumulative

Frequency Percent Valid Percent Percent

Valid Yes 17 14.2 14.2 14.2

No 103 85.8 85.8 100.0

Total 120 100.0 100.0

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- The majority of the participants in the questionnaire (55%) never visit a spa for a
massage therapy per year, while 7.5% do visit spas quite frequently (more than 5 times
per year).

- When asked about their opinion regarding some aspects of the massage therapy process,
25.2% of the sample population surveyed were neutral with regards to a Doctor
consultation as part of a massage therapy process, while 63% considered it as somewhat
important and extremely important (37.8% and 25.2% respectively) whereas 11.8%
considered the consultation as being unimportant; on the other hand, almost half of
participants (49.6%) considered that the performance of a massage therapy by two

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technicians was important, 29.1% were neutral about it while only 9.4% considered it not
at all important.

- Most participants considered that customized treatments that are custom tailored to fit
each client’s needs (in terms of type and duration) are important (81.3%) where only
1.7% didn’t consider this specific aspect as important.

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- For 51.3% and 33.6% of the surveyed participants, it is respectively extremely important
and important to have a special diet and lifestyle guideline, whereas 15.1% were either
neutral or did not consider this aspect to be important; moreover 51.3% don’t believe that
leading a healthy lifestyle ALONE is sufficient to prevent future diseases (33.6% weren’t
sure about it) and 78.2% agreed that “proper diet, habits and a proper cleansing program”
can help them promote a total health.

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- 40.7% agreed that detox programs that act as preventive treatments can keep them
physically fit and energetic, only 11% disagreed, while 48.3% didn’t know.

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- Knowing that leading a stressful life, having repressed emotions, along with wrong diets
and habits would lead to psychometric diseases, only 33.1% have considered taking any
preventive measures while 39% didn’t and 28% didn’t know; on the other hand, 89.7%
weren’t aware of any available preventive alternative care methods and therapies,
whereas 13.7% stated they were aware of such methods but thought that “being positive
and laughing”, “detox/ massage therapy/ yoga”, “diet”, “exercising on a regular basis”,
“sand beach relaxation”, “self-medication” and “yoga” were preventive, alternative care
methods.

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If yes, please state

Frequency Percent Valid Percent Cumulative Percent

Valid 111 92.5 92.5 92.5

Be positive and laugh 1 .8 .8 93.3

Detox/ Massage therapy/ Yoga 1 .8 .8 94.2

Diet 1 .8 .8 95.0

Exercising on a regular basis 1 .8 .8 95.8

Massage 1 .8 .8 96.7

Sand beach relaxation 1 .8 .8 97.5

Self medication 1 .8 .8 98.3

Yoga 2 1.7 1.7 100.0

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If yes, please state

Frequency Percent Valid Percent Cumulative Percent

Valid 111 92.5 92.5 92.5

Be positive and laugh 1 .8 .8 93.3

Detox/ Massage therapy/ Yoga 1 .8 .8 94.2

Diet 1 .8 .8 95.0

Exercising on a regular basis 1 .8 .8 95.8

Massage 1 .8 .8 96.7

Sand beach relaxation 1 .8 .8 97.5

Self medication 1 .8 .8 98.3

Yoga 2 1.7 1.7 100.0

Total 120 100.0 100.0

- Knowing that Panchakarma is an Ayurvedic cleansing and rejuvenating plan that helps
disease prevention, 16% would definitely try it, 53.8% would probably try it, while
12.6% didn’t express their willingness to try it or didn’t know (17.6%). However, only
33.9% consider $450 as a fair price for a “disease prevention program” (39% don’t know
while 27.1% don’t consider it a fair price), and only 23.1% are willing to pay the above
mentioned price (35.6% wouldn’t and 41.3% would maybe pay).

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- When considering any preventive treatment, 26.7%, 10.8%, 3.3% and 11.7% considered
that “health benefits”, “price”, “location” and “professional care”, were respectively the
most important basic criteria of their decision, while 59.2% considered all the above
criteria together as important; additionally, one participant considered that other
important basic criteria were the environment of the preventive treatment and it being
clinically evident.

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If you had to consider any preventive treatment, what would be the most

important basic criteria of your decision?

Cumulative

Frequency Percent Valid Percent Percent

Valid Health benefits 32 26.7 100.0 100.0

Missing System 88 73.3

Total 120 100.0

If you had to consider any preventive treatment, what would be the most

important basic criteria of your decision?

Cumulative

Frequency Percent Valid Percent Percent

Valid Price 13 10.8 100.0 100.0

Missing System 107 89.2

Total 120 100.0

If you had to consider any preventive treatment, what would be the most

important basic criteria of your decision?

Cumulative

Frequency Percent Valid Percent Percent

Valid Location 4 3.3 100.0 100.0

Missing System 116 96.7

Total 120 100.0

If you had to consider any preventive treatment, what would be the most

important basic criteria of your decision?

Cumulative

Frequency Percent Valid Percent Percent

Valid Professional care 14 11.7 100.0 100.0

Missing System 106 88.3

Total 120 100.0

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If you had to consider any preventive treatment, what would be the most

important basic criteria of your decision?

Cumulative

Frequency Percent Valid Percent Percent

Valid All of the above 71 59.2 100.0 100.0

Missing System 49 40.8

Total 120 100.0

If you had to consider any preventive treatment, what would be the most

important basic criteria of your decision?

Cumulative

Frequency Percent Valid Percent Percent

Valid Other 3 2.5 100.0 100.0

Missing System 117 97.5

Total 120 100.0

Please state what other

Cumulative

Frequency Percent Valid Percent Percent

Valid 117 97.5 97.5 97.5

Clinically evident 1 .8 .8 98.3

Not important for me 1 .8 .8 99.2

The environment 1 .8 .8 100.0

Total 120 100.0 100.0

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b. Bivariate Analysis

1- The Chi-Square test indicated that there is a statistically significant difference between:
o Participants who felt stressed and fatigued due to their lifestyle and those who
believed in preventive complementary and alternative medicine, with regards to
taking any preventive measures (knowing that leading a stressful life, having
repressed emotions and wrong diets and habits lead to psychometric diseases);
o Participants who felt stressed and fatigued due to their lifestyle with regards to
considering themselves living a hectic and stressful life;
o Participants’ considering a $450 a fair price for a disease prevention program and
their willingness to pay for such a program.

Count

Knowing that leading a stressful life,

having repressed emotions, along with

wrong diets and habits will lead to

psychometric diseases, have you

considered taking any preventive

measures?

I don't

Yes No know Total

Do you believe in Yes 31 15 14 60

preventive, No 1 11 4 16
complementary and
I don't 7 20 15 42
alternative
know
medicine?

Total 39 46 33 118

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Chi-Square Tests

Asymp. Sig.

Value df (2-sided)

Pearson Chi-Square 7.189a 2 .027

Likelihood Ratio 7.069 2 .029


I don't
Linear-by-Linear .141 1 .708
Yes No know Total
Association
Do you feel Yes 34 30 28 92
N of Valid Cases 118
stressed and No 5 16 5 26
a. 0 cells (.0%) have expected count less than 5. The minimum
fatigued due to your
expected count is 7.27.
lifestyle?

Total 39 46 33 118

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Do you feel stressed and fatigued due to your lifestyle? * Do you Chi-Square Tests

consider yourself living a hectic and stressful life? Crosstabulation Asymp. Exact Exact

Count Sig. (2- Sig. (2- Sig. (1-

Do you consider yourself Value df sided) sided) sided)

living a hectic and stressful Pearson Chi- 55.09 1 .000

life? Square 7a

Yes No Total Continuity 51.46 1 .000

Correctionb 3
Do you feel stressed Yes 82 9 91
Likelihood Ratio 51.30 1 .000
and fatigued due to No 5 22 27
7
your lifestyle?
Fisher's Exact .000 .000
Total 87 31 118
Test

Linear-by-Linear 54.63 1 .000


Do you think that $450 is a fair package price for a "disease prevention
Association 0
program"? * If yes, are you willing to pay the above mentioned price?
N of Valid Cases 118
Crosstabulation
a. 0 cells (.0%) have expected count less than 5. The minimum
Count
expected count is 7.09.

b. Computed only for a 2x2 table


Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 66.823a 4 .000

Likelihood Ratio 67.851 4 .000

Linear-by-Linear 19.297 1 .000

Association

N of Valid Cases 103

a. 0 cells (.0%) have expected count less than 5. The minimum expected

count is 5.36.

If yes, are you willing to pay the above

mentioned price?

Yes No Maybe Total

Do you think that Yes 21 4 15 40

$450 is a fair No 1 21 1 23
package price for a
I don't 2 11 27 40
"disease prevention
know
program"?

Total 24 36 43 103

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2- The Spearman correlation indicates that there is a statistically significant relation between:
o The age group of the participants and their monthly income;
o The educational level of the participants and their monthly income;
o The monthly income of the participants and the number of times per year that they
visit a spa for a massage;
o The educational level of participants and agreeing that a stressful life leads to
psychometric diseases, with regards to rating the importance of a doctor
consultation as part of a massage therapy process;
o Agreeing that a stressful life leads to psychometric diseases and the importance to
have a special diet and lifestyle guidelines, the importance of customized
treatments, and the willingness to try the Panchakarma treatment;
o The importance of the performance of a massage therapy by two technicians and
the importance of a doctor consultation as part of the process, the importance of
customized treatments and the importance of having a special diet and lifestyle
guidelines;

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Do you agree that a

stressful life leads to

Please indicate your psychometric

approximate monthly diseases (stress

What is your education level? income bracket. related diseases)?

Spearman's rho To which age group do you belong? Correlati -.091 .434** .043

on

Coefficie

nt

Sig. (2- .327 .000 .637

tailed)

N 119 114 120

What is your education level? Correlati 1.000 .199* .050

on

Coefficie

nt

Sig. (2- . .034 .588

tailed)

N 119 113 119

How often do you usually visit a spa Correlati -.033 .266** -.139

for a massage therapy per year? on

Coefficie

nt

Sig. (2- .720 .004 .130

tailed)

N 119 114 120

How would you rate a Doctor Correlati .183* -.018 .368**

consultation as part of a massage on

therapy process? Coefficie

nt

Sig. (2- .047 .849 .000

tailed)

N 118 113 119

What do you think about customized Correlati .043 -.019 .486**

treatments that are custom tailored to on

fit each client's specific needs in Coefficie

terms of type and duration? nt

75
Sig. (2- .643 .845 .000

tailed)

N 117 112 118

Is it important for you to have a Correlati .028 -.058 .283**

special diet and lifestyle guidelines? on

Coefficie

nt

Sig. (2- .768 .539 .002

tailed)

N 118 113 119

Knowing that Panchakarma is an Correlati .081 .046 .294**

Ayurvedic cleansing and rejuvenation on

plan that helps disease prevention, Coefficie

how likely are you willing to try it? nt

Sig. (2- .383 .632 .001

tailed)

N 118 113 119

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7 Glossary

About.com defines main massage therapy types:

1) Swedish Massage Therapy: Massage therapists use long smooth strokes, kneading, and
circular movements on superficial layers of muscle using massage lotion or oil. Swedish
massage therapy can be very gentle and relaxing.

2) Aromatherapy Massage: Aromatherapy massage is massage therapy with the addition of


one or more scented plant oils called essential oils to address specific needs. The massage
therapist can select oils that are relaxing, energizing, stress-reducing, and balancing, etc.
Aromatherapy massage is particularly suited to stress-related conditions or conditions with an
emotional component.

3) Hot Stone Massage: Heated, smooth stones are placed on certain points on the body to
warm and loosen tight muscles and balance energy centers in the body. The massage therapist
may also hold stones and apply gentle pressure with them. The warmth is comforting. Hot stone
massage is good for people who have muscle tension but prefer lighter massage.

4) Deep Tissue Massage: Deep tissue massage targets the deeper layers of muscle and
connective tissue. The massage therapist uses slower strokes or friction techniques across the
grain of the muscle. Deep tissue massage is used for chronically tight or painful muscles,
repetitive strain, postural problems, or recovery from injury. People often feel sore for one to two
days after deep tissue massage.

5) Shiatsu: Shiatsu is a form of Japanese body work that uses localized figure in a rhythmic
sequence on acupuncture meridians. Each point is held for two to eight seconds to improve the
flow of energy and help the body regain balance. It is relaxing yet the pressure is firm, and there
is usually no soreness afterwards.

6) Thai Massage: Like Shiatsu, Thai massage aligns the energies of the body using gentle
pressure on specific points. Thai massage also includes compressions and stretches. The
therapist moves and stretches you into a sequence of postures. It's like yoga without doing any
work. Thai massage is more energizing than other forms of massage. It also reduces stress and
improves flexibility and range of motion.

7) Pregnancy Massage: Also called “Prenatal” massage, Pregnancy massage is becoming


increasingly popular with expectant mothers. Massage therapists who are certified in pregnancy
massage know the proper way to position and support the woman's body during the massage,
and how to modify techniques.

8) Reflexology: Although reflexology is sometimes called foot massage, it is more than simple
foot massage. Reflexology involves applying pressure to certain points on the foot that
correspond to organs and systems in the body. Reflexology is very relaxing, especially for
people who stand on their feet all day or just have tired, achy feet.

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9) Sports Massage: Sports massage is specifically designed for people who are involved in
physical activity. But you don't have to be a professional athlete to have one. It is also used by
people who are active and work out often. The focus isn't on relaxation but on preventing and
treating injury and enhancing athletic performance. A combination of techniques is used. The
strokes are generally faster than Swedish massage. Facilitated stretching is a common
technique. It helps to loosen muscles and increase flexibility.

10) Back Massage: Massage that focus on your back.

78
8 Works Cited

Keller,Kotler, Marketing Management

www.mapi.com

www.tm.org

www.doctorsontm.org

www.elraha.com

www.about.com

www.gas.gov.lb

Sources of Information:

 Central Statistics Administration


 Global Refund
 Euromonitor
 Ministry of Tourism
 IMF
 Banque du Liban
 Bank Audi Economic Reports
 Zawya

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