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The Natural Mystic Spa

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THE NATURAL MYSTIC

The Natural Mystic’s Marketing Plan

Phelicia Alert

Keller Graduate School of Business

Marketing Management – MM522

Professor Glen Forbes

1.0 Executive Summary
Several major trends are driving the growth of wellness as an industry. These trends not only directly impact the spa industry and its customers, but also are opening new opportunities for spas to play a leading role in a paradigm shift toward more proactive ways of taking care of ourselves (Pilzer). According to economist Paul Zane Pilzer, the wellness industry is new and is currently a $500 billion worth industry. Pilzer also predicted that 10 million millionaires will emerge from the wellness industry in the next 3 to 5 years (Pilzer 2001).
The Natural Mystic’s marketing plan seeks to generate revenue from a target market of primarily customers over fifty years old called the Baby Boomers. Through its wellness center, The Natural Mystic will provide unique solution – orient programs geared towards a market segment of serenity and holistic wellness seekers. Boomers represent the most progressive group in terms of making the connection between good health and appearance. As a result, Boomers represent the prime target for “beauty from within” messages. 75 % of Baby Boomers believe the best years are ahead of them. In this vein, they are looking for solutions that cater to concerns like lack of energy, physical health, memory and emotional health (Nolen 2011). It may seem that Boomers are only seeking an illusion of youth; youthfulness is being redefined to include any age as long as the person is toxin / disease free, emotionally and spiritually satisfied, and fit. Today, folks think about health and wellness much as they would a car or a house – it’s an asset, something whose value increases when you protect, maintain and enhance it (Nolen 2011). Through various

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