BY JAGDEEP KAPOOR

As people start achieving and receiving material things in life and their basic needs are fulfilled in the tangible area, they now aspire to have a better quality of life. Relaxation is one such major consumer benefit that is sought after by more and more Indians in their quest for moving up in life.

I call this opportunity relaxation marketing. This is a huge market for brand marketeers to explore and visualize and also dip into, if the relevant segments are tapped, a good brand strategy is conceptualized and implemented.

Let us explore the various segments, which to my mind, are open for relaxation marketing. Given the thought that you could get stressed anywhere and anytime, by the same token it is important to look at relaxing which can be experienced anywhere, anytime. I would like to recommend 9 (nine) segments, which could be looked at for relaxation marketing.

1. The Audio segment for relaxation.
The first segment could be the audio segment. The opportunities available here are plenty. People love to listen to music which is able to soothe their nerves and is able to make them relaxed. In fact various music offerings are available in the market and these are being lapped up by consumers very fast. The other element of the audio segment could be related to listening to a speech or a talk or a set of dialogues, which makes you feel comfortable and gets you to relax

2. The Book Segment for Relaxation
It is very peaceful to sit with a book in your bed, reading what you like with the night lamp on. Putting up your legs and relaxing with your book, is a desire which many consumers have. It could be reading which keeps you away from tension and could help you immerse yourself in a different world. Books are definitely a great opportunity for relaxation marketing.

3. The Spiritual Segment for relaxation
Irrespective of which part of the world you are from and irrespective of your faith and belief, indulging in spirituality does relax human beings. A visit to a place of worship or attending a preacher's sermon could relax you. This segment has been growing with various courses and discourses.

4. The cinema segment for relaxation
With the growth of multiplexes and modem cinema houses the footfall of consumers going out to watch movies on the big screen has increased multifold. Better facilities , comfortable seats, world class ambience, good quality sound as well as more leg and elbow space has increased the share of cinema viewing habits. This is a great relaxation opportunity in the marketing world.

5. The SPA segment for relaxation
World class SPAs has started emerging on the Indian scene because more and more consumers would like to unwind and feel good and rejuvenate, in the hope of relaxing and increasing their well-being. This is one segment, which is going to grow rapidly giving benefits for relaxation marketing.

6. Shopping segment as relaxation
Whether it be window shopping or actual shopping, Indian consumers are finding new avenues to relax at the new malls and shopping areas which have sprung up and continue to do so at an amazing space. The sheer experience and range and variety at a mall make the consumer relax. In jest, I don't know whether the husband is as relaxed as the wife. But on a serious note, a good shopping experience can be a very relaxing experience if the service is world class and the mall is not congested or claustrophobic.

7. Television segment as relaxation
Watching television whether it be a soap or serial or general entertainment, this segment has been very well exploited and would continue to grow whether in the form of television sets or television programs giving opportunities to brand marketeers for relaxation marketing.

8. Sports segmentation as relaxation
Whether it be outdoor sports like cricket or indoor sports, participating as well as watching and cheering is quite relaxing. Whether it be in the form of equipment or sports stars or sponsorships, there are immense opportunities for relaxation marketing if handled well and sensitively.

9. The walk segment for relaxation
There are a number of people who find a morning walk or an evening stroll very relaxing. It could be at a beach or a park. This area is full of tranquility and brands which create such facilities would get the goodwill from the community, which in turn would have a positive opinion about the brand.

This new opportunity which I call as relaxation marketing, is a great avenue to tap an ever growing need of Indian consumers through the various relaxation segments that I have mentioned. Brand marketeers must themselves sit back and relax and think of how they can benefit consumers through relaxation marketing and build their brands.

Relax and practise, Relaxation Marketing.

The author is Brand Guru Jagdeep Kapoor, Managing Director of the successful Samsika Marketing Consultancy Pvt. Ltd. Tel: 022 28597700/7701 Fax: 28597699 E-mail: jkapoor@samsika.com

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