Evoe Spring Spa

Evoe Spring Spa: A Positioning Dilemma – Decision Report

Marketing Management 1

Memo

EVOE SPRING SPA

Date: 13 September 2010

From: XYZ, Executive Assistant, Evoe Spring Spa

To: Gopal Raman, Anil Kumar, Sumit Gupta, Co-Founders, Evoe Spring Spa

Subject: To choose the best positioning strategy for Evoe Spring Spa in the Indian spa market which would resonate with consumers and motivate them to use Evoe.

This report contains a summary of options available to choose the positioning strategy of Evoe and evaluates the impact on various criteria on selecting these options.

Executive Summary

Evoe Spring Spa is a first generation entrepreneurial venture aimed at de-stressing the Indian Consumer at an affordable price. Presently spas are viewed as a luxury at exorbitant prices and associated with negative connotations. A positioning strategy has to be decided from affordable indulgence, affordable health and a little vacation to resonate the spa with customers’ minds.

To evaluate this dilemma, three criteria namely, impact on cultural and societal acceptability, impact of consumer segmentation, impact of geographical location were chosen for evaluation.

The recommendation is that Affordable Indulgence positioning strategy should be chosen as it fulfils all the criteria for evaluation.

Table of Contents

1 | Situtation Analysis | | | | 5 |

2 | Problem Statement | | | | 6 |

3 | Options Available | | | | 6 |

4 | Criteria for Evaluation | | | | 6 |

5 | Evaluation of Options | | | | 7 |

6 | Recommendation | | | | 8 |

7 | Action Plan | | | | 8 |

8 | Exhibits | | | | 9 |

Situation Analysis

Consumers are showing a growing interest in a state of wellness. The estimated global wellness market is US$ 2 trillion with approximately 289 million wellness consumers. The international spa industry is US$ 60 billion.

The Indian spa market is relatively nascent. Consumers are consciously and proactively moving towards a...