EVOE SPRING SPA: POSITIONING DILEMMA DECISION DECISION REPORT REPORT
IIM NAGPUR LOVISH GARG
A –
P-15013
Executie Su!!"#$ EVOE Spring Spa is a first generation entrepreneurial venture aimed at de-stressing the Indian Consumer at affordable price, and is started by Gopal Raman, nil !umar and Sumit Gupta" #he three co-founders are inspired to start a chain of affordable and accessible spas and no$ have to decide on the positioning of the EVOE Spring Spa, in the ne$ly emerging Indian spa mar%et" #he $hole &ar%eting Research $as carried out on a four stage se'uential process, $hich resulted in three distinct positioning concepts" These concepts are , a( ffordable Indulgence) b( ffordable *ealth) and c( +ittle Vacation" #hese positioning concepts $ere made on the basis of the four Consumer Segments, namely, a( Snails) b( Climbers) c( Racers) and d( Sprinters"
Situ"ti%& A&"'$(i( EVOE Spring Spa is an emerging retail chain of affordable and accessible spas in relatively ne$ Indian &ar%ets aimed at reuvenating the hectic lifestyles of males and females, who are not only $or%ing in corporates, but also focussing on the segment involved in household chores, in order to enhance their stature in the society" It $as started as a result of the(removed own) eperiences of the stressful corporate obs of the Co-founders, as even earning big buc%s was insufficient to afford the eorbitant prices charged by the hotel spas for regular massages" ll the co-founders agreed onto a single notion as not to restrict themselves only to a section of previous spa users, as it $ould restrict their aim of epanding the mar%et" Globally, the $ellness mar%et $as based on the Illness-.ellness continuums, $here one consumer segment loo%ed at health solutions as reaction to sic%ness, and other segment loo%ed at it as proactive $ell-being, $hich is the maor reason for the inclination of people to$ards spas" #he global $ellness mar%et $as estimated at approimately /S 01 trillion, out of $hich the international spa industry begged around /S 023 billion" Indians have al$ays been the proponents of health and $ellness practices, as from the traditional and $ell-respected systems of yurveda and 4oga, focussing on both 5hysical and &ental $ellness in tandem" .ith changing times, people are no$ moving from reactive to a more proactive approach, in health and $ellness, thus a more self-conscious population is opening up ne$ doors for the Spa Industry in India" cause of concern is that maor proportion of this population are still /rban d$ellers and residents of the, as proposed, Smart Cities" India is epected to emerge as the maor player in the .ellness segment, gro$ing cumulatively at the rate of 136 from previous year reaching 783 billion and is epected to reach 9:; billion, three years do$n the line" Of the above mentioned figures, Spa segment, belonging to both curative and physical solutions, is approimated to be about 7-; billion"
P#%)'e! St"te!e&t decision to be ta%en on the choice of best possible 5ositioning for Evoe among the three e'ually viable options, generated from Consumer Research, $hich $ould resonate $ith Consumers and $ould attract both Spa and
O*ti%&( A"i'")'e #hree distinct positioning concepts available are=>" ffordable Indulgence" 1" ffordable *ealth" ?" +ittle Vacation"
C#ite#i" +%# E"'u"ti%& @a( Consumer Segments" @b(
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