Chapter 6

Marketing objectives

I. To use my relaxing habits to open a Thai massage center in a year period in Shanghai

II. Use personal marketing skills and employment of different marketing strategies to acquire at least

three hundred clients within one month of operation to widen customer base

III. To expand the business to five stores of operation within five years of operating.

6.2 Segmentation, Target Market, and Positioning

It is virtually impossible to satisfy all customers, so it is up to the company to select the specific parts

of the market which they can best serve. Therefore, businesses could identify market segments, select a

few profitable segments, and develop products and marketing mixes that are aimed at particular

customers. Target marketing is made up of three stages: market segmentation, marketing targeting and

product positioning

Market segmentation encompasses the identification process of segments of the market and the process of

dividing the wider customer base into sub-categories of customers composing of the current and potential

customers. Consely, it is a customer based process and applicable in all types of market. The division of

markets is salient to the business to understand the needs and wants of the customers. Therefore, Joy Thai

spa can customize the company marketing activities to be accurate and responsible to each customer

likings. Furthermore, segmentation marketing will help the business to meet and exceed their customers’

needs and requirements. It provides the company with the opportunity to evaluate its rivals strengths and

weakness. In this regard, they may discover opportunities in market previously with niche. Market

segmentation have the following traditional variables; Demographic, geographic, product-related factors,

behavioral and psychographic.

Target market is the most profitable market segment. It is the result of the target marketing process.

Business can use this information to make a decision on focusing on just one or few of these market

segments. Furthermore, it can design tailored-made products and services to satisfy individual segments.
Product positioning is the final stage of the target marketing. The formalization of the positioning

statements specifies the position that the firm occupies in their target customer minds compared to ten

other competitors’ products and services. Effective product positions have four important

characteristics. Firstly, they are built around benefits for prospective customers. Secondly, they

differentiate the specific firms’ products or service from those of key competitors. Thirdly, the respective

firms need to possess relevant skills, resources, and the credibility to deliver on their implied

statements and promises. Finally, an effective position is defensible, which means that an

aggressive competitor cannot act quickly to neutralize or preempt another positioning strategy

6.2.1 Segmentation and Selection of the Target Market

The entire market will be segmented into four categories of market segmentation

Geographic segmentation

Customer base in Shanghai, China

Urban, areas

Busy commercial business areas in Shanghai city with large population of office workers.

Demographic segmentation

Age 23-45

Both genders

Office workers

Middle and upper middle income

College degree or above

Behavioral segments

Office workers with monthly income more than 3,000 Yuan

Loyal customers

Workers engaged in mental work

Psychographic segmentation
 Variation in the lifestyles such as higher consumption on premium and personalized goods and services

customers

Medium or above average social status

Attitude groups that is customers are much into excessive attention, love and financial support

6.2.2 Positioning

To begin with the comparative analysis is to understand Client Needs and Desires to provide quality

products and suitable price relative to its competitors. While many business owners believe that they

determine their brand, the reality is that customers define the brand based on their interactions and

experiences. Clearly understanding client and non-client needs and desires can help Joy Thai massage and

spa owners create experiences that lead to their desired brand image. Joy Thai message and spa market in

Shaghai city will be compared based on the price, package and quality variables. The main competitors in

the middle and upper class market are Hot stone massage, Valmont facial-peaks of purity, Tai chi Yuan

and Oriental Peal Spa treatment. The figure below is divided into four parts, high price, low price, limited

services and full services. Joy Thai Massage and Spa occupies quadrant with low price and full services.

This means that even though the business is providing full services it offers it at a lower rate compared to

its competitors.

High price
Hot stone massage
Oriental Peal Spa treatment

Limited
service Full service

Joy Thai

Valmont facial-
peaks of purity
Low price
6.3 Research Findings to Support the Proposed Business and Marketing Mix Decisions

The proposed business is targeting white collar individual who are earning at least 5,000 Yuan monthly in

Shanghai. From the findings, 13.8% of people in Shanghai occupies white collars job, estimated to be

3,734,070 people. Furthermore, the findings indicated at least all white collars working age range

between 23-45 earns at least 5,000 yuan monthly. This data indicates that, it cans able to support the

proposed business and marketing mix in the following way. There is enough customer base in Shanghai

business to facilaite business to thrive, the targeted white color workers market earn a moderate income

that provide them with the ability to spend on massage therapy.

6.4 Marketing Mix

Product

Product is appropriate and it is offered as a solution to satisfy the needs of your customer. Provision of the

massage therapy is in align with the middle class white collars workers aim to get rid of stress and

fatigue. Also, it offers solution to various groups such as the emergence of the digital 90s and 20s who are

expected to form 21% of the China’s population by 2027. Furthermore, this group is more into higher

consumption on premium and personalized goods and services. There is also customer attitude with the

generation as the results of one-child policy much into excessive attention, love and financial support

from their parents and guidance. The massage should provide emotional attachment to these targets

market to provide them with a different experience