Q1) Using the Value Proposition graphic shared with you in class and from your learnings in Assignment 1,

a) draw the Value Proposition map for Evo Spring SPA and described in Stage 3 of research.

b) I'd like to see any other value that you would consider necessary to include in this map. Please highlight only these additional values that you would consider necessary in RED.

c) Group these value propositions into the three positioning concepts.

Q2) Study Exhibit 3 which highlights the variables identified for consumer research purposes and answer the following questions: (Elaborate with reasons. Yes /No answer is not what a marketing student will respond with)

a) did consumer's age and gender have a role to play in making trial and repeat decisions on spa visits?

b) Is occupation a critical variable?

c) What was the role of geography?

d) Can the "benefit sought" by various segments determine the frequency of spa visits?

Q3) There are three positioning options that the research comes up with: Affordable health, Affordable indulgence and A little vacation. Build the brand ladder for each (Refer to positioning chapter for the brand ladder concept)

Q4) There are 4 segments the case highlighted in the case in Exhibit 6. Provide your understanding of what each segment seeks in the table below:

Segmentation Criteria	Snails	Climbers	Racers	Sprinters
Primary benefit sought
Willingness to spend
Behaviour and usage
Psychographics

Q5. Using the format for writing a positioning statement as taught in class. Write positioning statements for each of the three positions that have been identified.

Q6. Exhibit 9 indicates that the position of "A little vacation" was least appealing to customers.

What supporting tactics (promotion) would you use to take the other two positions to these segments?

Provide 4 tactics for each.