Evoe Spring Spa: A Positioning Dilemma
Autor: Shashank Patel • August 29, 2017 • Course Note • 1,224 Words (5 Pages) • 1,339 Views
Evoe Spring Spa: A Positioning Dilemma
Decision Report
13th September 2015
MEMO
EVOE SPRING SPA
Date: 2010
From: Aditya Prakash Parwal, Executive Assistant
To: Co-founders: Gopal Raman, Anil Kumar, Sumit Gupta
Subject: Report on positioning of Evoe Spring Spa
Enclosed is the report on the positioning of Evoe Spring Spa.
Executive Summary
Evoe Spring Spa’s planned launch is on 1st January 2011. Task is to choose the best possible positioning for Evoe Spring Spa from among the three equally viable options:
- Affordable Indulgence
- Affordable Health
- A Little Vacation
Above options were evaluated on the basis of criteria:
- Resonance with consumers
- Communication
- Differentiation of Positioning
- Acceptance
The recommendation is that “Evoe Spring Spa” should position itself in “Affordable Health” segment.
Table of Contents
Situation Analysis 5
Problem Statement 6
Options Available 6
Criteria for Evaluation 6
Evaluation of the Options 7
Recommendation 8
Action Plan 8
Exhibits 9
Situation Analysis
The spa segment in wellness market is estimated at INR 4 billion to 5 billion. The wellness industry is expected to grow at a compounded annual growth rate of 20 percent over the next three years.
India’s changing social context and its increasingly hectic lifestyles had given rise to stress-related problems, which had prompted a shift toward conscious self-care to ensure a healthy, active and extended life. This shift has provided a great opportunity for spa industry.
Spa segment in India is flourishing mainly in urban cities. Male population in urban cities is becoming more image conscious due to increasing peer pressure and is feeling the need to look good and presentable. The female population in urban cities considers spas a better option when compared to beauty parlors for beauty solution and treatments. However the usefulness of spas for women in India is not limited to just beauty solutions. Working women, who like men, have a stressed lifestyle seek relaxation and rejuvenation at the spa. Although spa has succeeded in establishing itself as a preferred choice for certain consumer segments, still there are gaps that need to be bridged.
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