Evoe Spring Spa
Discussion Questions:
1. Identify and explain the variables used to define the consumer segments in the case.
The variables used for consumer segmentation are the frequency of use, profession of user, purpose of visit/benefit sought, age, sex and geography. Frequency of use refers to how frequently a consumer visits a spa venue, and is classified into a first-time user, once a year, twice a year, and four or more times a year. Profession of user is an indication of the social and economic role of a user, ranging from that of a working professional to a self-employed XXXXXXXXXX or XXXXXXXXX. Purpose of XXX XXXXX seeks to XXXXX XXX XXXXXXXXX for why the XXXXXXXX might XXXX XX visit a spa, whether it XX XXX reasons XXX rejuvenation, stress XXXXXXXXXX, XXXXXXXXXX or XXXXXXXXXX. XXX, sex XXX geography are demographic XXXXXXXXX XXXX XXXXXXX additional information XXXXX the characteristics of the consumer. XXX XXXXXXXXX were chosen XXXXXXX they prove XXX XXXX Spring Spa team XXXX information about XXX different consumer segments, XXXXX on their XXXXXX XXX economic XXXXX XXX XXXXXXXXXXXXXXX. XXX example, XXXX Spring XXX could XXXX XXXXXXXXXX that XXXXXX XXXXXX Indian consumers in XXXXXXXX XXXXXX, XXXXX the age XX forty XXX self-employed, XXX XXX most XXXXXX XXXXXXXX XXXXXXX in XXXXX of income XXX spa XXXXXXXXXXX, XXX XXXXXXXXX tailored their XXXXXXXX to suit this XXXXXXX accordingly. XXXX XXXXXX Spa XXXXX also XXX such XXXXXXXXX to XXXXXXX customers XX the premise of like XXXXX, XXXXXXX XXXX XXXXXXX, target the most XXXXXXXXX XXXXXXXX, XXX then XXXXXX a XXXXX proposition XXX XXXXXXXX XXXX fits the XXXXXXX XX hand.
2. XXX is XXX target XXXXXXXX for XXXX Spring XXX? XXX?
XXX target XXXXXXXX for Evoe XXXXXX Spa are XXXXXXXXX who XXXXXX XXXXXXXXXX spa XXXXXXXXXX XXX XXXXXX afford XXXXXXX massages and spa services at hotel spas. XXXXX, in XXX XXXXX of XXXXXXX X, are XXX XXXXXX XXX the Sprinters, XXX will rapidly adopt and XXXXXXX Evoe’s XXXXXXX. XXXXXX XXXXX to XXXXX-based consumers who XXX close XXXXXXXXX XX key health XXXXXX, XXXX 25 XXXXX XXX XXXXX, who XXXXXXX moderately XXXX brand XXXXXXX but are only XXXXXXXXXX XXXXX of XXXX, XXXXXXXXX prices and XXXXXX benefits. Racers also XXXXXXXXXXX a XXXX XXXXXXX and XXXXXXXXXXX XX spend XX XXXXXX related XXXXXXXX. Sprinters, XX the other hand, XXXXX as XXX XXXXXXX XXXXXXX who will actively promote XXXXXX XXXXXX and XXXX abreast XX XXXXXXXXXX developments in XXX market.
XXX target audience is XXXXXXX driven XX affordability XXX XXXXXXXXXXXXX, and a XXXX to XXXXXXX XXXXX consumer XXXXXXXXXX XX include XXXX self-XXXX XXXXXXXX amid a busy professional XXXXXXXX. This XXXXXX XXXXXXXX is XXXXXX XXX Evoe Spring XXX because the company seeks to target the rising XXXXXX XXXXX who desires indulgence XXX XX outpriced XX the XXXXXX. This underserved XXX untapped audience XXXXXXXXXX a valuable XXXX XXXXX XXXXXX XXXXXXX for XXX company. XXXXXXXXXXX, XXXX target XXXXXXXX XX XXXXXX, XXXXXXXXXXXXXX, XXXXXXXXXX, substantial, XXX XXXXXXXXXX, which are XXXXXX XXXX XXXXXXXX a XXXXXX target audience XX XX XXXXXX. XXXXXXX, XX targeting XXXXXX XXX Sprinters, XXXX XXXXXX Spas will XX able to XXXXXX rapid growth in XXXXXX awareness XXX XXXXXXX XXXXXXXX XX the XXXX of XXX market, XXXXX that these two groups of XXXXXXXXX have outsized XXXXXXXXX on XXX rest XX the XXXXXX.
3. Which XX the three XXXXXXXXXXX concepts XXXXXXXXXX XX XXXX would you recommend? Why did you XXXX this XXXXXXXXXXXXXX?
Evoe’s XXXX XXXXXXXXXXX XXX three XXXXXXXXXXX XXXXXXXX of affordable XXXXXXXXXX, XXXXXXXXXX XXXXXX and a XXXXXX XXXXXXXX. XX the three positioning concepts, I XXXXX XXXXXXXXX that XXXX go with affordable indulgence. XXXX is because of Evoe’s XXXXXX audience, XXXXXXXX demographics and XXXX XXXXX XXXXXXXXXXX. Foremost, Evoe’s XXXXXX audience are consumers XXX want affordable spa XXXXXXXXXX but XXXXXX XXXXXX XXXXXXX XXXXX XXXXXXXX. This means XXXX emphasising the element XX affordable indulgence XX important, to reassure XXXX XXXX they XXXX XX XXXXXXXX at a price XXXXXX XXXXX budget. XXXXXXXXXXX, XXXX’s XXXXXXXX XXXXXXXXXXXX XXX XXX XXXXXX middle class with rising aspirations but also significant budget constraints. This XXXXXXXX XXXX the ‘XXXXXXXXXX XXXXXXXXXX’ XXXXXXXXXXX will appeal XXXX XX them. XXXXXXX, XXXXX that XXXX’s XXXX value proposition XX about XXXXXXX XXXX XXXXX life, XXX XXXXXXXXXXX XX ‘XXXXXXXXXX XXXXXXXXXX’ XX XXXX suited out XX XXX three at boldly XXX XXXXXXXX proclaiming the importance XX XXXX’s products XX XXXXXXXX XXXXXXXXX. For the other XXX positions, XXXX XXXXXX XXXXXXXX XXXXXXXXXX XX XXXX’s consumers XXX XXXXXXXX XXXXXXXXX, XX the notions of health XXX XXXXXXXX XXX less XXXXXXXXX that affordable XXXXXXXXXX XX Evoe’s XXXXXXXX XXXXXXXX. Although XXXXXX and XXXXXXXX are XXXXXXXXX for certain segments, such XX the Sprinters, the main XXXXXX that XXXX XXXXXX to XXXXXX XXXXXXX XXX XXX XXXXXXXXX XX XXX XXXXXXXX of affordable indulgence, which XXXXX the latter XXX positioning strategies inferior XX the XXXXX one.
X. What suggestions would you XXXX in terms XX XXX implementation XXXX for XXX XXXXXX positioning concept?
Foremost, XXXX should run XXXXXXXXXX on popular social XXXXX XXXXXXXX such as Facebook, in order XX get the XXXXXX and Sprinters on board. This would XXXXX Evoe’s products to XX XXXXXX recognised XX the XXXXXX in a XXXXX amount XX time. XX this end, Evoe XXXXXX invest in a dedicated XXXXXX media XXX marketing XXXXXXXXX team XX XXXXX their online marketing XXXXXXXX.
XXXXXXXX, Evoe XXXXXX XXXXXXXX to stress the XXXXXXXXXX of affordable XXXXXXXXXX, XXXXXXX the use of competitive pricing XXX XXXXXXX XXXXXXXX. This XXXXXX involve matching or undercutting their competitors’ prices, in XXXXX such as XXXXXXXX, spa sessions and aromatherapy XXXXXXXX. A XXXXXXXXX XXXXXXXXX XXXX must be XXXXXXXX to keep XXXXXXX XX market conditions and XXXXXXX XXXXXXXXXX XX competitors.
XXXXXXX, Evoe XXXXXX XXX to influence the racers and XXXXXXXXX as key opinion leaders in this industry, in order XX catalyse XXXX market adoption XX their products. XXXX XXXXX involve the use of XXXXXXXXXXX or XXXXXXXXXXX XX social media XX XXXXXXX XXXX’s products XX an alternative to those of XXXXX competitors’. XXXX might XXXX XXXXXXX XXXXXX key XXXXXXX XXXXXXX to XXXXXXX trusted product XXXXXXX, in order to certify XXX XXXXXXXXXXXX the validity of Evoe’s XXXXXXX spa XXXXXXXX XXX their XXXXXXXXX XXXXXX benefits.
">