Evoe Spring Spa: A Positioning Dilemma

What is the current situation in the nascent Indian wellness market, and what should be Evoe$$s approach to this market?

Identify and explain the variables used to define the consumer segments in the case. Are any of these unnecessary for segmentation purposes? Are any variables missing that would help Evoe better define their customer segments? Explain your answers.

Who is the target audience for Evoe Spring Spa? Why? Be very descriptive and explain your answers.

Perform a card sorting exerciseLinks to an external site. to complete the following consumer value matrix. You should be indicating which positioning concept$($s$)$ each of the consumer values produced in Stage Three of the case would fall under. $($I$$ve already added $$Being pampered$$ to get you started$)$

A Little Vacation

Affordable Indulgence

Affordable Health

Being pampered

Which of the three positioning concepts$/$themes identified by Evoe would you recommend? Why?

What suggestions$/$recommendations would you make in terms of the implementation plan for the chosen positioning concept? Articulate a detailed execution plan using the following format$/$prompts:

Positioning concept

Positioning statement

Communication strategy $($key functional and emotional benefits. Communication emphasis$)$

Service package $($which treatments are included and how are they categorized$)$ within the entire Services portfolio$)$

Spa ambience$/$ physical space layout and environmental considerations

Communication tactics $($to ensure trials and repeat visits, media channels, referral generation, etc...$)$