Journal 4: Segmentation-Targeting Positioning
Chosen Product/Market: Anti-dandruff shampoo and hair salon
Anti-dandruff shampoo:
Convenience driven consumer
Budget conscious consumers
Just for me
Benefit seekers
Variety seekers
Existing consumer
Consumers with dandruff hair
Family focused
Health conscious (anti-dandruff shampoo is considered as drug since it
cures dandruff or scalps for our hair)
Hair Salon:
Focus on quality
Service/Relationship focus
Existing customers
Benefit seekers
Rational/value for money
Just for me
Social Status
Environmentally aware
Consumers
*Each market/product has a different segmentation approach in terms of the
customer’s behaviour such as the behaviour upon choosing the expensive
and the less expensive ones. It may be based on a customer’s financial
capability, standards or one’s mere choice. However, both has similar
segmentation approach when it comes to women being conscious in one
self’s appearance, particularly hair.
