EVOE Spring Spa: A Positioning Dilemma – Case Study Analysis

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

2. Identify and explain the variables used to define the consumer segments in the case.

3. Who is the target audience for Evoe Spring Spa? Why?

4. Which of the three positioning concepts identified by Evoe would you recommend? Why? What suggestions would you make in terms of the implementation plan for the chosen positioning concept?

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Required sections include the executive summary, introduction, body, conclusion and references