Evoe Spring Spa: A Positioning Dilemma

Presented by :
Group 09 section ‘D’

Group 09
Shivagya Arora 170103217
Aditya Purkayastha 170102015
Saransh Gupta 170102131
Jastej Jolly 170103091
Arpita Singh 170102046
Priya Kumari 170103159
5CS
Company : Evoe Spring Spa is a first generation entrepreneurial venture aimed
at de-stressing the Indian consumer at an affordable price

Customers : Consumers who want affordable Spa therapies for reduced stress,
better health, relaxation and beautiful look

Competition : Existing Spas in Indian market, e.g., Kerala Ayurveda, Kaya

Skin Clinics, Dr Batra’s, ITC Kaya Kalp

Collaborator : Different Spa therapy experts, Beauty and other health care
products provider

Context : Evoe Spring Spa wants to position itself in India Spa market such
that both spa users and non spa users are motivated to consume its services and
turn first-time consumers into repeat visitors. Positioning should be
differentiated, desirable and deliverable

Evoe Spring Spa Group 9

DECISION PROBLEM, ALTERNATIVES &
FRAMEWORK
Decision Problem
 Choosing the best possible positioning for Evoe from three viable
options generated from consumer research
Alternatives
 Affordable Indulgence
 Affordable Health
 A little Vacation
Framework
 Perceptual Map
 The perceptual map would map various customer segments
(Snails, Climbers, Racers & Sprinters against various customer
value offerings (based on Exhibit 6&9)
 Would also map competitors (based on Exhibit 5)
Evoe Spring Spa Group 9
 EVALUATION OF ALTERNATIVES
Beauty/Pampering
Neighborhood
Beauty Parlors

Lakme Salons Loreal Salons

AI Positioning Concept Choices
Blossom Kochhar
Shahnaz Hussain
• AI: Affordable Indulgence
C
Aura Thai
Kaya Skin Clinic • AH: Affordable Health
Biotique • LV: A little Vacation
Chandan Sparsh
Local Players
Rudra Spa Customer Segments
Affordable Premium • S: Snails
LV VLCC
SP
Sansha Spa
• C: Climbers
Sohum Spa
Himalaya Products
Amatra Spa
Sereno Spa • R: Racer
Dr. Batras
S ITC Kaya Kalp • SP: Sprinters
Kerala Ayurveda
Wildflower Hall Spa
AnandaSpa
R
AH
Holistic/Healthy Wellness

Evoe Spring Spa Group 9

 RECOMMENDATIONS
Evoe Spring Spa should offer Affordable Health to Racers
Offer natural and organic products to attract Racers

Points of
Parity
Responsible Relaxing
& & health
Credible Core
benefits
Value:
Feeling
Natural good about Affordable
Products life Pricing

Points of
Differentiation

Evoe Spring Spa Group 9

 RECOMMENDATIONS
Racers look for brand association, since Evoe is catering to Affordable
health, it could be perceived as a brand offering lower service
quality, to tackle this Evoe should be aggressive on its quality
Snails are apprehensive about spending on Spa due to prices and
there is also a misconception about Spa, this could be tackled through
advertisement by a reliable brand ambassador

Evoe Spring Spa Group 9

 THANK YOU!

Evoe Spring Spa Group 9