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Evoe Spring Spa

The document discusses potential positioning concepts for Evoe Spring Spa. It considers targeting different audience segments based on demographics, psychographics, and purpose of visit. The concepts are: Affordable Indulgence, Affordable Health, and A Little Vacation. The assistant recommends the Affordable Health concept as it targets the "Racers" segment interested in health and wellness solutions at an affordable price. Implementation would focus on communicating spa benefits backed by science to change mindsets and position Evoe as a quality affordable brand for urban working professionals.

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Aravind Liverpool
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819 views

Evoe Spring Spa

The document discusses potential positioning concepts for Evoe Spring Spa. It considers targeting different audience segments based on demographics, psychographics, and purpose of visit. The concepts are: Affordable Indulgence, Affordable Health, and A Little Vacation. The assistant recommends the Affordable Health concept as it targets the "Racers" segment interested in health and wellness solutions at an affordable price. Implementation would focus on communicating spa benefits backed by science to change mindsets and position Evoe as a quality affordable brand for urban working professionals.

Uploaded by

Aravind Liverpool
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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• Startup aiming to de-stress the Indian consumer at

an affordable price
• Founders Gopal Raman, Anil Kumar and Sumit
Evoe Spring Spa Gupta believed that there was a place in the market
for a reliable spa brand that was offering the
service at affordable price.
• After focus group discussions, found that despite
Group 1 data, spas were not generally considered socially
acceptable
• More research showed that Indians were beginning
to view spa visits as an aspiration
• Importance they extended to wellness
This is based on the amount of attention they paid to their wellness
and the actions they are taking to be stress-free.
• Propensity to spend money on wellness
The disposable income of the potential consumers and the will to
spend it on their well-being.
• Age
Explain the <25, 25-49, 50<

variables used • Demographics


City with population more than 6million and less than 6 million. Ex

for segmenting urban and upcoming.


• Gender

the market Male – Need to relax and rejuvenate


Female – Need for better beauty solutions and treatments and Need
to relax and rejuvenate
• Psychography
Susceptibility to social stigma and peer pressure, Not being family
friendly
• Purpose of visit
Pampering oneself, rejuvenation, stress relief, Cure.
The target audience should be the ‘racers’
segment for Evoe Spa.

Reasons being:
Who is the • 15 – 25 million population of Urban adults of age 25 and
older.
target audience • They showed good brand affinity and are conscious about
the brands they buy.

for Evoe Spa? • They are aware and are interested in spa’s but haven’t tried
it for a multiple of reasons. This represents a huge potential
and untapped market.
Why? • They are willing to spend a premium on wellness if they can
see the benefits.
• They are inclined towards natural and organic products for
wellness and are quite modern in their outlook.
• They want to consume the services for wellness but are
confused and are not able to differentiate between the
offerings.
Affordable Indulgence
• This caters to the people who think Spa’s are feel
Explain and good experiences but are also very expensive.

evaluate all three • We don’t need to change the consumer mindset


about spa’s in this positioning but we need to
positioning convince them we are offering the same quality of
service and experience at a cheaper price.
concepts. Which • This positioning will bank on communicating ‘A spa

one would you for everyone’ by making them affordable.


• Target - Climbers
recommend?
Affordable Health (our recommendation)
• This caters to the people who are looking for health and well being solutions but are not aware that
spa will provide these solutions.
• For this we need to change the consumer mindset that spa’s are not only for recreation and feel good
experiences but is also for health and wellbeing.
• The communication will be easier to convince the target audience about the health and wellness
benefits of spa’s as they already follow and are on the lookout for these services.
• The brand’s credibility has to be established as the target group only trusts well established brands.
• Target Group – Racers
• We are recommending affordable health as it servers to our target group perfectly and offers as
nice solution to the huge health and wellness market.
• This caters to the audience who want to take
a break from their monotonous lifestyle and
are seeking rest and relaxation.
• This is positioned as a family retreat activity
for weekends.
• This requires the spa’s to be designed as
family friendly and the families are also
A little vacation expecting the spa’s to be nearby, so the
number of outlets should be increased for
this.
• The mindset should also be changed that
spa’s can be a family vacation and that these
vacations can be taken more frequently at
any time.
• Target – Climbers, Sprinters
• Focus on communicating the health and wellness
benefits of spa by backing up our claims with scientific
facts and changing the mindset.
How would you • Convince the customers that we are a quality brand
implement your offering the services at affordable prices.
• “Live the good life, Everyday”.
recommended • Target the working men and women in urban cities.
positioning concept? • Tying up with organisations by educating them about
how health and wellbeing is important and how it
impacts the productivity and work environment.

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