Give a comment on ways to expand ideas on below discussion: {Please do not use an AI
Question:
Give a comment on ways to expand ideas on below discussion:
{Please do not use an AI or any source for response}
To develop a segmentation scheme for a new salon located two blocks from campus, we need to consider various factors and criteria for a good segmentation scheme. Here's a proposed segmentation scheme along with an evaluation of its criteria:
1. Geographic Segmentation:
- Segment: Students living on or near campus.
- Rationale: Targeting students who are within a convenient walking distance from the salon.
- Criteria Evaluation: This segment meets the criteria of accessibility and proximity to the salon, as it focuses on potential customers who can easily visit the salon without the need for transportation.
2. Demographic Segmentation:
- Segment: Male and female students aged 18-25.
- Rationale: Students in this age group are more likely to be interested in salon services and have specific grooming needs.
- Criteria Evaluation: This segment meets the criteria of relevance and distinctiveness, as it targets a specific age group with unique preferences and requirements.
3. Psychographic Segmentation:
- Segment: Style-conscious students who value self-care and personal grooming.
- Rationale: Students who prioritize their appearance and self-expression are more likely to seek salon services.
- Criteria Evaluation: This segment meets the criteria of identifiability and responsiveness, as it targets individuals with specific psychographic characteristics that influence their preferences and behavior.
4. Behavioral Segmentation:
- Segment: Regular salon-goers among students who frequently change their hairstyles.
- Rationale: Students who frequently change their hairstyles are more likely to require salon services on a consistent basis.
- Criteria Evaluation: This segment meets the criteria of measurability and accessibility, as it focuses on individuals with observable behaviors and specific needs for hair-related services.
Evaluation of the Segmentation Scheme:
- The proposed segmentation scheme addresses the criteria of accessibility, proximity, relevance, distinctiveness, identifiability, responsiveness, measurability, and accessibility.
- By targeting students near the campus, it maximizes the convenience for potential customers, allowing them to easily access the salon.
- Focusing on a specific age group and psychographic characteristics ensures the salon can tailor its services and marketing efforts to suit their preferences and needs.
- Targeting regular salon-goers who frequently change their hairstyles helps to identify a segment with a higher likelihood of utilizing salon services consistently.
Overall, the segmentation scheme appears to meet the criteria for a good segmentation strategy. However, it's important for the salon to conduct market research and analyze customer data to validate the effectiveness of the segmentation and make adjustments if necessary.
Auditing Cases An Interactive Learning Approach
ISBN: 978-0132423502
4th Edition
Authors: Steven M Glover, Douglas F Prawitt