The document discusses Accurance, an eco-resort in India. It provides an overview of Accurance's sustainability practices and amenities. A case study was conducted to evaluate bringing back "Compassionate Food" which focuses on healthy, organic meals. Survey results found guests prefer healthier options if tasty. Recommendations include repositioning as a "Health Retreat" and adding nutrition information. Suggestions involve marketing campaigns, gamification, and partnerships to promote wellness and attract customers interested in healthy lifestyles. The research concludes reintroducing natural, wholesome foods aligns with the resort's eco-focus and can enhance the guest experience long-term.

1. Accurance Case Study

2. Summary of the case

3. 100% Eco Resort
“5 pillars of sustainability”
Energy
Water
Waste Management
Architecture
Food chain
**SKAL Global award for
Sustainability 2011

4. Village
experience
holiday
Bullock
cart
driving
licence
Rustic
Romance

5. Office
package
for
corporate
Ayurvedic
Spa
Therapies
Farm
fresh
organic
food

6. A Village Experience
A perfect place to reconnect with the nature
Games like gilli danda, kite flying, lagori, spinning a top,
firing a catapult, cycle tyre racing, swimming, pottery etc.

7. Compassionate Food
•Free of all animal proteins
•Organic food
•Whole food (no refined products at all)
• A zero oil cooking
•No compromise on the taste
•Spices and masalas are made in house

8. Compassionate Food-Food for sick people
•Lot of criticism from the leisure customers
•Preference of customers for white rice over whole rice
•Guests not ready to accept health related issues

9. Edible Landscaping
•Land is utilized for growing food rather than ornamental plants
•Handpick vegetables from garden for meal
•Farm fresh chemical free
•organic vegetables and fruits

10. Walk with New Trends

11. Problem Identification

12. How effective would be the idea of bringing back
the concept of “Compassionate food” in the current
scenario?

13. Research Objective

14. Research methodology
• Exploratory researchType of Research:
• Primary dataType of Data:
• Interview, Online surveyData Collection
Instrument:
• Focus group, in depth interviewData Collection
Method:

15. Research methodology
• Corporate Personnel , students, parents
Sampling Unit:
• 94 ( 55+24+15 )Sampling Size:
• Simple random Sampling
Sampling Type

16. Survey questionnaire, Observations
&Findings

17. 41
14
Male
Female
19
24
13
9
Age
25-35
35-45
45-55
55 and above
Information about respondents
12
25
18
Occupaition
Self employed
Private
Organisation
Govt
Organisation

18. Awareness among the respondents about eco-friendly
Resort
0
5
10
15
20
25
30
Yes No
Female
Male

19. 20
4
22
9
Medium
Print Media
Television
Internet
Family/friends
Medium of awareness

20. 0
5
10
15
20
25
30
Luxurious Resort eco-friendly resort
Female
Male
Preference of respondents to resorts

21. Preference of respondents to the kind of food in
resort
0
5
10
15
20
25
30
35
Healthy cuisine in a resort regular cusine(
Indian,Chinese,Italian)
Female
Male

22. Is healthy food meant for sick people??
0
5
10
15
20
25
30
35
40
45
50
Yes No
Female
Male

23. Will you like to take family to experience different
healthy lifestyle from monotonous city life ?
0
5
10
15
20
25
30
35
40
45
50
Yes No
Female
Male

24. https://docs.google.com/forms/d/1Pt6ibmXLta3T2W0gfwApnSgP
Gbo41JN-Zq_8CBn3wsc/viewform

25. Common observations from Focus group(students) and in
depth interview(family members)
• Gym routine is difficult because of time issues
• Once in a while being in a stress relieving environment is good for body,
mind and soul
• Eco friendly resorts if it has a good word of mouth, I would like to try.
• I would like to try healthy food atleast in one of the meals if it is served
well
• Im unaware of the nutritional facts and goodness that vegetables, fruits
bring to human
• When I m with my family, I want the family members to have healthy
food for their wellness
• If healthy food taste is manageable, I would switch from gym instantly
• During pregnancy stage, I want only healthy food and more of a stress free
environment

26. Suggestions on Segmentation, Targeting,
positioning

27. Psychographic Segmentation
•Clear focus on attitudes, interests and opinions (AIO) and
lifestyles
•Younger generation is status and principle oriented with
emphasis being laid on healthy food.
Segmentation by benefits
The market is divided into corporate employees, youngsters
and family members

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

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

30. Recommendations

31. 1. Repositioning

32. We are adding an icon “Health retreat” in the
menu along with the dishes offered currently. Thus
customers have the option of choosing what they
wish.

33. Complete luxurious HEALTH Retreat
•Take help of nutritionist and
chefs to come up with the
healthy and tastier menu
•Simple, Elegant and Nice
presentation of food

34. •“Healthy and
Heavenly” weekend
Buffet Lunch or
Dinner
Complete luxurious HEALTH Retreat

35. •State the calories of each
dish in the menu (like
McDonalds and
Starbucks)
•Provide information to the
guests about the richness of
food in terms of nutrition
Complete luxurious HEALTH Retreat

36. •Name every plant grown
in the farm
•Engage guests in the edible
landscaping
•Learning to cook with
whole grains at Health
Retreat
Edible Landscaping

37. 2. Solution format for advertisements

38. ALWAYS
STATISTICALLY NOT THE BEST SOLUTION
NATURE IS THE BEST SOLUTION

39. 3. Corporate image management

40. Free Health
Awareness camps
Personalised Blogs
Consistent Social Cross Promotions –
STIMULATE WOM

41. Therefore I travel
India blog. And much more

42. 4. Marketing Communications

43. Message Execution
(Hyperbole, emotional,
action inducing)
Executional framework
Slice of life &
Dramatization
Appeals-
Rational
&emotional
Billboards
Signals, airport,
Pondicherry & Goa
TV- late fringe slots Magazines
(Last Page)

44. Interior Designing
focussing on
“ SMILE”

45. 5. Gamification

46. GAME 1:
•The customer picks any
vegetable and says the
colour he wants to see in
final dish.

47. GAME 2:
Guess the ingredients in
the food served.
If customer wins the
game, he earns a
Membership star.

48. 6.Medical Tourism

49. 3 new packages
1. Corporate HEALTH RETREAT
2. Tie up with Major
DIABETIC Clinics
3. Package for Women for Pre
and Post pregnancy

50. "Think of it as a centre where people would go for a day, a
weekend or a week for healthy lifestyle education while having
a good stay.“
•Offering yoga classes
•Lifestyle consultations
•Meditation classes

51. 6.Other Recommendations

52. •Guerrila marketing –
Hot air balloons in IPL matches
in bangalore
•Add kids play zone along with
carrom, chess, table tennis

54. Experience heaven on earth...
Introducing “Tag line” to Our native village
( Helps in brand recall, brand building)

55. Conclusion

56. Solution for Q1 : Repositioning
•Yes we are bringing back the concept of compassionate food
but we are repositioning it as ‘Health Retreat’
•We are adding an Icon Health Retreat in the existing
menu
•By gamification, recommended marketing communication,
Corporate image management and Medical Tourism, this
repositioning idea has all the potential to attract the target
customers and add great value to the motto “Sustainable
living of Our Native Village.”

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

58. Solution for Q3 : Effective Inventory Management
•Provide transparency significant cost
•Base Cycle Stocks on Economics:
•Reduce Order Transaction Costs:
•Lower Inventory Holding Costs:
•Base Safety Stocks on Customer Service:
•Forecast Routine Demand Statistically:
•Rationalize SKUs
•Minimize Purchase Minimums: Use Vendor-Managed Inventory
(VMI) and Vendor Stocking Programs (VSP)
•Maintain Accurate Inventory Balances
•Exploit Sales and Operations Planning (S&OP):

59. •No, ditching the idea is such an easy decision to make. But
being an eco-friendly resort, the association with nature gets
totally fulfilled only when ‘food’, the most integral part of
living, is also natural.
•When we can build a scenario where the guests engage in
trying healthy food in one of their meals through our
recommendations in the previous slides, 5 years down the line,
Health Retreat would become an important USP of our
native village.
Solution for Q4 :