Case Name :      Evoe Spring Spa: A Positioning Dilemma

Authors :           Ashita Aggarwal Sharma, Renuka Kamath, Sunil Rao

Source :             Ivey Publishing

Case ID :            W13570

Discipline :        Entrepreneurship

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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.