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Questions and Answers
What was the primary dilemma faced by Gopal Raman and his colleagues regarding Evoe Spring Spa?
They needed to decide on the positioning of Evoe in the Indian spa market.
Which of the following is a focus of the global wellness market?
Wellness as a concept is a new trend that started in the 21st century.
False
Dr. John Travis’s Illness-Wellness continuum illustrates the states of health between ______ and wellness.
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What is one of the outcomes of consumer studies regarding the spa industry?
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Study Notes
Evoe Spring Spa: Positioning Dilemma
- Co-founders Gopal Raman, Anil Kumar, and Sumit Gupta faced a time-sensitive decision regarding the positioning of Evoe Spring Spa in India's emerging spa market in August 2010.
- The team needed a clear and differentiated positioning strategy to make Evoe the first choice for consumers and retain that preference post-experience.
- Extensive research and discussions had been conducted, yet significant work was still required before the planned launch on January 1, 2011.
Global Wellness Market and Spas
- Globally, there is a rising consumer interest in holistic wellness encompassing body, mind, and spirit, with roots tracing back to ancient civilizations.
- The concept of wellness has evolved over time, adapting to changing societal beliefs and approaches.
- Dr. John Travis’s Illness-Wellness continuum illustrates various health states, shifting from a reactive medical approach to a proactive lifestyle enhancement perspective.
Consumer Segmentation
- The Illness-Wellness continuum reveals diverse consumer segments based on their health management attitudes:
- Individuals reacting to sickness seeking treatment.
- Moderately wellness-oriented consumers.
- Proactive individuals prioritizing overall well-being.
- Increasing awareness of health issues associated with aging and a rising preference for natural solutions have expanded the wellness market.
Spa Industry Insights
- A growing inclination towards spas is attributed to a proactive approach towards wellness.
- Reports, like the one from the Global Spa Summit, highlight the spa industry's positioning relative to other wellness services, indicating lucrative opportunities amidst changing consumer preferences.
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Description
Test your knowledge on the positioning dilemma faced by the co-founders of Evoe Spring Spa in the Indian wellness market. Explore the concepts of holistic wellness and the evolving spa industry while considering strategic decisions made in 2010. This quiz covers key insights and historical contexts important for understanding consumer preferences in spa services.
