strategic plan for luxury ayurveda wellness brand to enter US Market
The aim of the business strategy for Kama Ayurveda: a skincare brand in the United States is to position itself as a premium lifestyle brand in the Personal Care & Wellness Industry. In order to achieve the brand’s goal, the key goals of the strategic project are:
- Distribution: Create a presence in the United States market to gain global market share and increase profits. Carefully planning distribution in major metropolitan cities.
- Consumer: Create awareness in the US by creating a strong integrated marketing campaign across various channels online and offline and using terms relevant to the customer which further results in creating a demand for Kama Ayurveda products.
- Customer experience: Provide the Ayurvedic experience for holistic wellness by creating engaging customer experience across all channels. This will include in store customer experience and online through modern technology.
|BUSINESS ISSUE + MARKET OPPORTUNITY
Kama has a strong hold on the market in India, although their positioning globally is non-existent, especially in the US. There is a strong need of establishing the brand in the US in order to fulfil the growing need of the millennials for an authentic experience in the personal wellness sector with natural products. There is a huge gap between the brand and the US market in terms of awareness and distribution. The aim is to bridge the gap by bringing Kama Ayurveda in the US market. The aim of the business strategy for Kama Ayurveda in the United States is to position itself as a premium lifestyle brand in the Personal Care & Wellness Industry with focus on skincare with natural ingredients for personal wellness.
|INSIGHTS + STRATEGIC SOLUTIONS
Through a comprehensive research and analysis, it is evident that there is a growing demand for natural skincare products for overall wellness in the us consumer market, in the premium segment speci cally. With the increased awareness amongst customers in terms of what they are applying on their body and its long term effect on themselves as well as the environment, suggests that the growth of natural skincare products will continue.
The above conditions combined with Kama Ayurveda’s global growth strategy, makes it the perfect timing to enter the US market.
Doing so will give the brand a chance to not only further expand their operations in the American market but also create an awareness of the concept of Ayurveda.
Major Components of the Strategy
In order to achieve the brand’s goal, the main objectives of the project are:
• Distribution: Create a presence in the United States market to gain global market share and increase profits.
• Consumer: Create awareness in the US by creating a strong integrated marketing campaign across various channels online and of offline and using terms relevant to the customer which further results in creating a demand for Kama Ayurveda products.
• Customer experience: Provide the Ayurvedic experience for holistic wellness by creating engaging customer experience across all channels. This will include in store customer experience and online through modern technology.
The redesigned package is according to the aesthetic Americans are drawn to, for a premium product, which is very clean and minimal. At the same time, maintaining the essence of the brand’s heritage and Ayurveda. Each product has a set of plant illustration which are part of the product.
Keeping the multi-functional trend in mind, the main functions of the product are mentioned. As well as the terms which have value to the consumer like Organic, Honest & Natural.
The strategy will not only focus on the buying and selling of products but also aim at providing the overall Ayurvedic experience in store. Also, as per insights collected from primary research, the consumer is more willing to try a relatively new concept like Ayurveda skincare which they don’t have prior knowledge on, after proper guidance. Preferably, on a one on one basis which would help them understand how the products would benefit them specifically.
As part of the experience, the store will offer
Complimentary Consultation by Certified Ayurvedic Doctor
Mini Salon Treatments : Physical fact of taking out time for yourself is luxury and wants to promote that lifestyle. The whole experience of touching and feeling, becoming more aware of oneself. In order to provide this holistic experience by trained professionals, in store mini treatments like hydrotherapy, quick mindful meditation, facials, computer detox and many more will be offered.
WELLNESS LIFESTYLE MOBILE APPLICATION
The aim of the mobile app is to go beyond e-commerce and be perceived as a lifestyle app. It will be integrating the online and offline experience and will bring the ayurvedic experience tailored to customer’s special needs in on their mobile screens. It will be like their personal wellness consultant.
REDESIGNED WEBSITE | adapting to global aesthetics
Making the website a reflection of the brand’s persona by creating a virtual space. Making the consumer immerse in the brand & part of the holistic lifestyle. Providing a link to all the social platforms the brand is a part of.
This will include information about the products, their bene ts, information about Ayurveda and a blog on healthy living, online store and retail locations, upcoming campaigns, . Include links to all the social media. Option to subscribe to the newsletter, download the mobile app.
Currently the brand does not have a physical presence in the United States. Being new entrants, after evaluation of several channels of distribution, the brand will adopt the following channels of distribution:
- Independant Retail Stores
- Wanderlust Festival
- Specialty Retail Stores
- Online Distribution
As part of the introductory stage the selection of cities is on the basis of research. The cities will be mainly cities which are culturally diverse as in has been observed the people in such areas are much more responsive to what brands from different cultures offer. Also keeping in mind the concentration of the Indians as they have the prerequisite knowledge of Ayurveda. They will be present in their widely attended yoga center, local events, wellness center, holistic healing center etc.
Kama Ayurveda will adopt an integrated marketing communication plan that incorporate a combination of traditional and non-traditional channels of marketing to bring awareness and promote amongst the US consumers about the Ayurveda and the brand’s offering. The communication objectives would follow the classic AIDA Model.
|roll out timeline: CLASSIC HIERARCHY OF EFFECTS MODEL
The communication objectives would follow the classic Hierarchy of Effects Model. The model exemplifes that ideal that advertising does not result in immediate purchases, it develops steps that allow the target market to lead to an eventual purchase. The steps are as follows: