Evoe Spring Spa: A Positioning Dilemma
(9 pages of text)
The co-founders of Evoe Spring Spa need to decide on the positioning of their business in the nascent Indian spa market. Indian consumers perceive spas as an expensive indulgence for the rich, and some spa services are seen as socially and culturally unacceptable. As a result, the co-founders need to build this category by changing consumer attitudes toward spa services. To identify the target segment and the best positioning for Evoe, the co-founders study the market and their competitors and conduct qualitative consumer research. In the end, they must choose from three viable positioning concepts.
The case is suitable for use in the core marketing management course of an MBA program or in the marketing course of an executive education program to highlight the concepts of segmentation, targeting and positioning. It can also be used in an elective course on brand management.
- To identify the best possible positioning option based on consumers’ attitudes and behaviour.
- To illustrate the importance of identifying distinct consumer segments before deciding on the target market.
- To evaluate the implementation of various positioning concepts through the marketing mix.
- To familiarize students with the process adopted by organizations to identify positioning concepts.
India, Medium, 2010
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