Week 11 — Case Study: Meditation and Wellness Brands
100 Points
Individual case study · 100 points · Due Week 11
Meditation and wellness apps sell something largely intangible, hard to evaluate before purchase, and difficult to prove afterwards. Choose one brand in this space and analyse it as a services marketing problem.
Address: • How do intangibility, inseparability, variability and perishability show up in this service, and how does the brand manage each? • What are customers actually buying — the app, the outcome, the identity, the permission to take time for themselves? • How does the brand create evidence of quality for something whose benefit is subjective? Look at design, testimonials, credentials, research claims, free trials. • Where does the retention problem sit? These categories typically show heavy download and heavy churn.
Conclude with a recommendation for improving retention that does not rely on discounting, and explain why it would work for this particular service.