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Evoe Spring Spa:

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by

Nabila Khoury

on 24 February 2015

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Transcript of Evoe Spring Spa:

Evoe Spring Spa:

Evoe Consumer Segments
Positioning Map
Spa Industry Overview
Focused on “wellness market”
Differentiation in spas based on benefits and designs offered
Interest in health and wellness practices
Shift in India provided great opportunity for spa industry
Industry confined in mainly urban cities and upcoming cities
People wanted services to help relieve stress from hard work and stressful lives

Porter's Five Forces
Racers
Urban adults aged 25+
High brand affinity- inclined towards natural and organic products
Pay premium price for wellness


Sprinters
Extreme end of the spending spectrum- opinion leaders
Aged 25-49
Sought not only the function of spa treatment, but also perceived spa visits as a lifestyle

Market
Extremely varied
Active to reactive – due to exposure to health concepts as well as their acceptance of them
Growing interest in wellness services
Broad consumer segments
India had historically moved to preventative wellness
Viewed healthy living as an approach to a better physical state

A Positioning Dilemma
Industry Rivalry
HIGH
Power of Suppliers
MEDIUM/LOW
Power of Substitutes
MEDIUM/LOW
Power of Buyers
LOW
Power of New Entrants
MEDIUM
Snails
Climbers
Mixed behavior across age groups
Younger members show more aptitude to experiment- influenced by celebrities, whom they want to emulate
Keen on fitness

Guided by habit, convenience, and affordability






Unwilling to make major changes or compromise their habits
Beauty/Pampering
Affordable
Premium
Hollistic Health/Wellness
EVOE
Loreal Salons
Neighbourhood Beauty Parlours
Local/Regional Players
Ananda Spa
VLCC
Industry Background
Global Wellness Market valued at US$2 trillion
International Spa Industry valued at approx US$60 billion
Large opportunities in India
Wellness market estimated at INR490 billion, growth of 20%
High competition in marketing, but also a lot of opportunity in spa segment

Evoe Spring Spa
Startup aiming to de-stress the Indian consumer at an affordable price
Founders Gopal Raman, Anil Kumar and Sumit Gupta believed that there was a place in the market for a reliable spa brand that was a reasonable price
After focus group discussions, found that despite data, spas were not generally considered socially acceptable
More research showed that Indians were beginning to view spa visits as an aspiration

Positioning Concepts
Affordable Indulgence
-"Once-expensive" experience now at an affordable price
-Spas being brought to everyone's reach

Affordable Health
-Communicate the scientifically proven health benefits of spa therapies

A Little Vacation
-Change common attitudes and perception towards vacationing
Solution/Recommendation
Strategic Solutions

Pro: Greater access to a customer perceived “good-feel” experience

Con: It would be very challenging to convince customers a drop in price did not constitute a drop in quality

"Affordable Indulgence"
"Affordable Health"
Pro: Has a large market loyal market that would be easy to communicate to

Con: Would be very difficult to provide noticeable benefits and credibility would be crucial

"A Little Vacation"
Pro: Everyone wants a vacation, already established easy to reach market with large groups

Con: Vacations are seasonal so would create inconsistent flow if not able to change perception

VALS
Brand Architecture
Innovators
Achievers
Strivers
Experiencers
Makers
Survivors
Thinkers
Believers
Ideals
Self-Expression
Need to
de-stress
Health Fanatics
Health wanna-bes
"Gurus"
Achievement
"Affordable Indulgence"
Awareness
Trial Programs

Changing of Cultural Perception

Consideration
Customer Surveys

3 Different experience approaches


Purchase
Affordable prices

Retention
Affordable prices/Trial programs

Customer focused

Variety of offerings

Align programs with Cultural Trends


Loyalty
Customer Focused

Brand Recognition

Location

Competitive prices and services


Display/Media
Platforms
Social Media
Platforms
Search Platforms
Website
Email & Marketing
Automation
Experience
Management
CRM
Optimization
Social CRM
Consumer Testing of Positioning Concepts
Thank you!
Questions?
Full transcript