Pure Bliss Skinfarm and Spa started as a family business in 1983 in the house of its founder Jennifer Elliott. It then expanded to its first outlet on Bay Hills Road and quickly grew to a base of two hundred customers. In 1994 the company made its first move to expand overseas and opened its second day treatment spa in New York. Alongside growth in its research and product development Pure Bliss has continued its international expansion. Pure Bliss has passed through varying development periods moving from the era when the focus was on beauty and pampering –an extravagance- to medical spas, to spas as wellness centers and to the new concepts of wellness tourism as well as balanced care of the consumer. The consumer of spas services have also changed dramatically from a focus on women to a situation where men are seeking services including anti-ageing treatments. The Management Jennifer Elliott, the principal of Pure Bliss ,her son Michael in operations at the Old Hope Road Jamaican Headquarters , Peta-Gaye Elliott, the head of US operations, marketing and skincare research and husband Lloyd who is responsible for all expansion and operations make up the management team of Pure Bliss Skinfarm and Spa. Jennifer Elliott, who is a former Jamaica Observer Business Leader nominee, combined her entrepreneurial and cosmetic formulation skills to develop Pure Bliss Skin Farm from a modest backroom operation in the early 1980s into the modern production facility and beauty parlors that it is today. Pete-Gaye Elliott , holds a Master's degree in electrochemical studies of peptides has been doing so well in Florida, she has been named as one of the awardees of Legacy Magazine's '40 Under 40 Leaders of Today and Tomorrow' for 2013 in the area of business. The product Pure Bliss not only provides spa/skin care facilities; it manufactures a line of skin care products which are sold locally and abroad. It moved into its state-of-the-art facility on Hope Road in 2003. The company provides facials, laser hair removal, massages and body treatment, to name a few. It also manufactures and sells collagen mousse, anti-ageing neck collagen and soaps.The product line has shown exponential growth For example, Pure Bliss has 22 more categories of skin care now than when it first started in the sunshine state. The product range now goes beyond basic facials, but now also includes services such as muscle toning. In fact it now describes itself as not only a Jamaican spa but as a world class spa. Much research has been done into the types of services offered and the products the company manufactures with the evolving skincare technology. The spa offer treatments such as: Microderm abrasion Endermologie, Laser Resurfacing, Lipoendermologie, Oxygenizer, Hydrotherapy Enzyme Bath Noveau, Detox, Infrared Thermogenic, Vitamin C Detox, Water Massage, Infra-Red Skin Resuscitation, Pressotherapy, Oxygen Rejuvenation, LED Facial Strategic Marketing Management MKT4004 Final Group Project 2 Semester 1 2022 Rejuvenation, Dermo pigmentation, LPG Face Lift without surgery, Laser Facial Resurfacing, Diamond Peel Resurfacing, Ionization of Colagenas Absorption using non-invasive laser, Acne Facial. There are services also include all aspects of nail care (Manicure, Pedicure, Tips, Acrylic, Gel), Waxing, Body Scrubs, Vichy Shower, Cellulite, Warts removal and Laser Hair Removal. In addition the spa also has in its product profile offer Aromatherapy Facial, Glycolic Facial, Relaxing Facial, Deep-Cleaning Facial, Muscle-Toning, Facial, Hydrating Facial, removal of Skin Tags, Mesolift and Vitamin Face Rejuvenation. The services are offered at facilities which range from an all-inclusive suite, Executive Suites, Ambassador Suites, a deli, a gym, a hair care salon (for both male & female) and an Italian gift boutique. The specific packages which are offered in each suite is listed below All-inclusive Suite Executive Suite Ambassador Suite • Facial • Manicure • Pedicure • Body massage • Complimentary Drink • Complimentary access to Gym ( with own bathroom, steam room, vichy shower and chromatherapy lights) • Facial • Manicure • Pedicure • Body massage • Body scrub • Choice of movie • Complimentary sandwich and drink • Use of electronic massage chair • Complimentary access to Gym ( large suite with own bathroom, steam room, vichy shower and chromatherapy lights) • Facial • Manicure • Pedicure • Body massage • Body scrub • Oxygenizer • LPG • Choice of movie • Complimentary lunch and champagne • Use of electronic massage chair • Complimentary access to Gym REAL THINGS Want to shop Italian without having to visit Italy? The Pure Bliss experience gives its customers that opportunity. Well you can do just that at Real Things-an exquisite collection of genuine Italian commodities. Real Things is your exquisite Italian store in jamaica. Here you will find the world's finest lingeries, bedspreads, sheet sets, curtains, handbags and so much more... Strategic Marketing Management MKT4004 Final Group Project 3 Semester 1 2022 The store is adjacent to Pure Bliss Skin Farm day spa facilities and there you will be able to browse the personal or household array for that gift that's just right for birthdays, anniversaries, weddings, christmas, valentine's or whenever. And yes, there is something for the men too. Pure Bliss skin products has earned a number of awards 1 including 

a) Best New Product International B.I.D Quality Convention New York- 2007 

b) World Quality Commitment Award Platinum Star for Quality Geneva- 2002 

c)International Gold Start for Quality Madrid- 2000 

d) 21st Century Award for Achievement in Cosmetic Chemistry & Cosmetology International Biographical Centre. Cambridge, England- 2001 

The clients The company has seen about 95 per cent growth in customers, based on Elliott's estimates. For the Florida outlet "Our current area has a stronger Caribbean market, and overall it has more diversity in terms of customers," said Elliott. we have had a few celebrities in our shops. The local Competition The company isn't daunted by the strong competition it has in neither the American market or the Jamaican. There's no stopping now for Pure Bliss. The competitive landscape for Pure Bliss in Jamaica and in particular Kingston has been quite active with the entry of a few new companies. The directories list over thirty eight (38) competitors in the immediate Kingston area offering a wide range of spa services. A look at the industry indicates that Jamaica boasts 60 independent private spas, 40 hotel/destination spas and wellness centres and some traditional spas like Milk River, Bath, Rockfort and Black River. The range of services varies and Pure Bliss continues to be top of mind. Pure Bliss estimates that is has over 25% of the market share in the Kingston Metropolitan Area and as such in the market leader in the professional and business market segment. Trends in the spa industry The players in the industry are seeking to develop products and offer a range of services in response to changes in the market and the needs of consumers. With the growth in tourism and the wellness market in particular spas could see the continued increasing interest cause a make uptick in the next few years. In addition there is a convergence between the spa industry and the medical industry which is also creating opportunities for spa owners. According to the Standford Research Institute(SRI) international destinations the estimate for the global wellness tourism economy us worth US$438 billion dollars. The prevailing literature and researchers have identified some additional trends in the spa industry which may become the drivers of strategy for spa companies. The spa industry in 2012 accounted for at least over 41% of the dollars spent in the wellness tourism sector. Customers are calling for high quality services for the best price in 1 http://www.Pure Blissskinfarmaustin.com/About-Pure Bliss.html) Strategic Marketing Management MKT4004 Final Group Project 4 Semester 1 2022 the most effective time for the consumer. It is also becoming a cluttered market and spas need to develop clear identities so they can find a place in the minds of their target market. In addition there is a developing market among corporate clients who are selecting conference sites with attention to the details of spa facilities. In addition there is a shift in the needs of consumers from treating spas as an extravagance to a social, health and recreational resource which is necessary for a balance in life. There has been recent movement of spas to become branded in an effort to ensure their share of the market. Like Pure Bliss these spas have been able to grow their market regionally and internationally. Not only are the spas moving across boundaries they are also ensuring that their staff are trained in selling and providing products which consumers are expected to add to their home care regime. All this or a combination of factors may be responsible for the results report in the markets as reported below. The trends so far discussed have found expressions in at least ten expressions globally based on country and culture. These include the birth of Healthy hotels, mindfulness massage, earthing, sap-genomics, authentic ayurveda and other ancient revivals, color self-expression, inclusive wellness( rethinking disability)label conscious fitness, men-from barbers to botox where the jobs are2 The Spa Industry worldwide US-The current information on the spa industry shows that there was modest 4.5% growth in spa revenue 2012 over 2011 and visits by consumers are also up by 4.1%. In addition details from the Spa Summit held in 2013 suggests that “According to ISPA’s 2013 research, people visiting day spas, hotel and resort spas, and destination spas are all on the rise from 156 million in 2012 to 160 million in 2013 and spending has increased to an average of $87 per visit ; almost a two percent increase over the previous year.”3 The summary of the report shows signs of positive growth for the industry emerged as total revenue, spa visits, revenue per visit, total number of employees and the total number of spa locations all experienced an increase over the previous year. And the details are available in the upcoming pages . Expansion Pure Bliss also has locations in Florida, New York and Trinidad & Tobago. For further expansion Pure Bliss Skin Farm and Day Spa is evaluating whether to open shops in either Atlanta, 2 “Top 10 Global spa and wellness trends” from www.spafinder.co.uk/newsletter/pt/trends2013 Retrieved Dec 2 2013 3 : http://blog.lohas.com/blog/lohas-trends/the-spa-industry-looks-well-and-good#sthash.rFLQ12ir.dpuf published Nov 2013 retrieved Nov 2013 Strategic Marketing Management MKT4004 Final Group Project 5 Semester 1 2022 Washington DC or Canada. This isn't only being considered because clients travel from those areas to Miami to use the Jamaican spa, but it's a part of the company's vision to grow internationally. Ever since opening a business on Ludlam Road, South Florida over a decade ago, the company has seen tremendous growth, says Peta-Gaye Elliott, the head of US operations, marketing and skincare research at Pure Bliss Skin Farm. Promotion , Distribution and Sales Pure Bliss can depend on the word of mouth communication and public testimonials of it satisfied customers but had its strategic vision to develop an effective communication platform. The company has implemented a coordinated approach to promotion. It has an established website and has plans to increase its communication spend. The company distributes its products through a selective number of outlets mainly in the upscale hotels in Jamaica. It also offers its products for sale on the website and through a number of online distributors. The following financial statements ( in millions of dollars) describes the company’s financial performance over the last five years. The mobile SPA-the newest product PURE BLISS Skin Farm has invested an undisclosed sum in a cutting-edge mobile spa unit that the company says will enhance its reach island-wide. The mobile unit, Pure Bliss Express, is a recreation vehicle retrofitted into a fully equipped spa, offering facials, manicures, pedicures, body massages among other services. The company claims that it is the first time anywhere that a recreational vehicle will be used as a spa. The opening "It is the most modern way to bring a spa to persons, and it can be family, friends, events etc" Elliott told the Business Observer at the launch of Pure Bliss Express at Pure Bliss's headquarters on Hill Road in Kingston. Elliott, explaining the rationale behind the investment in the mobile Strategic Marketing Management MKT4004 Final Group Project 7 Semester 1 2022 unit, noted that there is a growing market, including at corporate offices and health fairs, for the service."We wanted people to have a spa experience when we come to them," said Elliott, who added that "about 10 to 14 staff members are coming on board" with Pure Bliss Express. Former Prime Minister PJ Pinkerton, a regular Pure Bliss client, performed the ceremonial cutting of the ribbon ceremony for Pure Bliss Express with US Ambassador Pamela Bridgewater."Jamaicans are legendary for the quality of care they afford to people, including in the US and Europe," said Pinkerton, who also cut the ribbon to the opening of the Hill Road facility 10 years prior. So Pure Bliss has famous customers as well as loyal customers. The Challenges--At the initial stages Pure Bliss faced a number of challenges including how to find a generic range of products to meet the various skin types and range of problems and at the same time maintain a personal approach. After addressing that by developing its own research and manufacturing arm, Pure Bliss started to develop its own range of successful products. The main objective of ensuring the delivery of high-quality service also presented it presented challenges for the acquisition of the staff to ensure the high standard delivery. The future for Pure Bliss The director said: "Anything is possible, we want to grow, but we'll be consistent and caring”. 

End of case Source: This case is intended only to be used for class discussion and is the property of this writer having been written from articles adapted from public sources. (Joan Lawla 2013)

Questions- Evaluate the market in which Pure Bliss is a player and comment on the level of competitive rivalry?