Aspa business should use Travis’s Illness-Wellness continuum to identify wellness opportunities in areas where the Spa industry is clearly defined in relation to other wellness services. The brand would be built step by step beginning with the core values while defining emotional and functional benefits offered by those values and lastly identifying the channel that would communicate those benefits. Evoe would keep affordability and accessibility as constant foundations of the business. Therefore, a business should have a core value statement which shows what they stand for.
The basic proposition for Evoe was Indian’s growing need to de-stress and their acceptance that Spa visits could become part of consumers’ routines if Spa services could be availed at affordable prices and address cultural obstructions. They decided to research about Spas from regular Spa visitors and those who did not visit Spas to broaden their scope. The main problem was that only a few people were aware of spas, and those knowledgeable were relatively convinced. Moreover, the large segment is looking for affordable Spa experiences but have low awareness. Therefore, the fact remains that a large population of people think of Spas as massage parlors or beauty salons.
The business has to understand the consumer, identify consumer segments, and develop a consumer value proposition (Halkias, Georgios, Vasileios Davvetas, and Adamantios Diamantopoulos 3621). Moreover, the right position to put the business should be analyzed. Qualitative research should be carried out to find the right place to put the business. The primary challenge is choosing the right sections and finding a significant and robust placing for the brand. The brand should understand its consumers hence should interview potential and uninterested consumers employed in private or public companies, homemakers or self-employed potential consumers (Halkias, Georgios, Vasileios Davvetas, and Adamantios Diamantopoulos, 3622). Some challenges include: massage services offered by most cross-gender spas were culturally unacceptable. Additionally, the massage parlors that posed as Spas generated negative publicity. This caused men not to admit enjoying spa therapies as they feared that their joy would be misunderstood especially by their families. Another negative publicity was the fact that women were uncomfortable using common shower areas of spas because it would compromise their privacy.
An additional concept was that spas were seen as intimidating places because of the high charges and most people who attended were wealthy. They were seen as places where aspiring models and socialites would go because they focused on their image and appearance. However, Evoe is trying to make spas affordable to many people and remove this notion. Moreover, it was always a concern to find a genuine Spa as many massage parlors featured themselves as spas. Another finding was male inhabitants in urban areas, and imminent cities had a positive approach to spa services. The cause of this was that they needed to relax and rejuvenate themselves after hectic work lifestyles and long working hours. Frequent traveling, working for long hours, working on laptops for long durations, stressful commutes and inadequate rest were factors contributing to their fatigue.
The emanating trend saw men become image-conscious as a result of increased peer pressure as well as the requisite to look virtuous and neat. This shift in awareness stemmed from an increase in consumption of health and grooming merchandises and services from males. However, men remained unwilling to spend much on the spa experience. Additionally, time constraint affected them because they were free on weekends which they chose to stay with their families other than visit spas. Therefore, to solve this time constraint matter, the creation of day spas where people could pass through in their normal workday was considered.
The younger generation put their trust in brand names. Moreover, young consumers wanted to try new products and were less tentative to experiment. Furthermore, they were visiting spas as a way of self-indulging, treating themselves, improving their appearance or having a body massage or facial. Concerning younger women, they saw spas preferable to salons because they could provide better beauty solutions and treatments. Moreover, working women had time constraints just like most men, and they also suffered from fatigue due to their jobs. Trying to accommodate both health and wellness obligation in their busy lifestyle was a struggle. Creation of day spas could solve this as consumers could visit them any time.
Homemakers, on the other hand, were unaware of the distressing benefits of spas and turned to Spas for their beauty solutions. Most of these women were wary of the rapid growth of Spas hence had preferential brands. Moreover, most stressed their preference for organic and natural products. Additionally, they preferred traditional products and services because they were well-established and trusted, but attitudes were still shifting with other types of body massages gaining popularity. Moreover, consumer acceptance was rapidly increasing concerning the fusion of Indian and Western therapies. In respect to these findings; social recognition for spas was still a worry. For businesses to stay relevant, they had to invest in advertising and marketing to communicate their proposition to consumers.
Women and men that sought beauty benefits from spas were becoming aware of the wellness benefits and willing to explore them. People’s perception of wellness was based on the importance of wellness in their lives and if they were willing to spend on it. There were variances in consumer behavior as some engaged in activities to feel good while others were reactive to health needs. Dedicated consumers not only knew about these concepts but also accepted them. To create the Evoe business they had to find a place with high wellness and affordability because it was empty and uncluttered.
The position of the brand would resonate with consumers to motivate them to come to the business (Avery & Gayle, 52). The positioning is to ensure that first-time consumers should become repeat visitors. Evoe should put into consideration on viewing hotels and resorts as good locations to be put. Moreover, spa businesses can be set up in malls and high-end public spaces to ensure they give quick spa services on the go to their consumers (Avery & Gayle, 52). The position of the business should be aptly located to ensure it can be communicated through media easily for people to find it. Moreover, the brand should be conspicuous from others to build its own identity over some time. Affordability should be precarious because it symbolizes the brand. However, factors to be considered when creating the brand and sustaining it include learning income and age of target consumers, knowing the rate at which average nuclear families grow, learning the evolution of consumer lifestyles and knowing how often consumers like to experiment with different brands.
In essence, the growth of spas was gradual as people learned more of it. The ability to differentiate the importance of Spas and knowing that they are not massage parlors is essential. The location of a Spa is crucial in making it a profitable business. The best location can ensure consumers frequent the spa.
Avery, Gayle C. “Positioning the business for a sustainable future.” Strategy & Leadership 46.6 (2018): 52-53.
Halkias, Georgios, Vasileios Davvetas, and Adamantios Diamantopoulos. “The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference.” Journal of Business Research 69.9 (2016): 3621-3628.