Evoe Spring Spa: A Positioning Dilemma

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Publication Date:
January 13, 2014

Administrative & Support services

Ivey Publishing

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.

Authors Ashita Aggarwal Sharma and Renuka Kamath are affiliated with SP Jain Institute of Management & Research.

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Evoe Spring Spa: A Positioning Dilemma

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