Segmentation, targeting, and positioning

Segmentation, Targeting, and Positioning in the Franchise Beauty Industry

Segmentation, targeting, and positioning are primarily strategic approaches that are common in modern marketing. One of the most extensively utilized models in most markets is segmentation, targeting, and positioning (Andaleeb, 2016).

Trends in the Franchise Beauty Sector

In this example, the Franchise beauty sector has expanded to include products and services for men, a relatively new trend. However, the trend is predicted to acquire popularity and flourish in the next years. The trend in the franchise beauty sector gives the most relaxing experience for men, and while most men do not utilize facial skin care, it is clear that desire is growing (Andaleeb, 2016).

Benefits of Segmentation, Targeting, and Positioning

Since segmenting, targeting, and segmentation involves an industry segmenting its market, targeting the sector’s best customers and positioning the industry’s offering, the Franchise beauty industry with the trend of men’s product and services would find the model very beneficial. The industry would divide the products into different groups as well as the services. There would be products for facial skin care, massage parlors for those who are interested, and dividing the salons into sections where people of different classes would be served based on their status or even ability to pay (Andaleeb, 2016).

This would ensure that the services are efficient and give the industry an opportunity to shine over their competitors who probably use a common service for all customers. Additionally, the industry would use the model to help in identifying the target customers which are the best. Through the segmented market, identification of which group of clients is more profitable would be easy (Chiu & Ko, 2013). As a result, the beauty company will be in a position to know which part to improve on or which part requires more attention.

Effective Positioning Strategies

Finally, the franchise beauty industry would investigate how it can position its products. Positioning can be made valid through putting into consideration why customers decide to purchase the sector’s product while forgoing products from other industries. Therefore, Franchise beauty industry can advertise its products over social media and other networks.

References

Andaleeb, S. S. (2016). Market Segmentation, Targeting, and Positioning. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 179-207). Emerald Group Publishing Limited.

Chiu, H. C., & Ko, C. P. (2013). Health Promotion Activities for Professional and Technical Workers in the Beauty Service Industry: Beauty Franchise Stores in Taipei as Case Study. In The 19th International Conference on Industrial Engineering and Engineering Management (pp. 1263-1270). Springer Berlin Heidelberg.