Segmentation, targeting and positioning strategy in marketing massage services for the disabled

Dumadi, Catur Raharjo Febrayanto and Lintang Prahita Ningarum

International Journal of Markets and Business Systems, 2025, vol. 6, issue 2, 194-211

Abstract: Massage services enable visually impaired individuals to work independently through mobile services or massage parlours. However, competition from non-disabled therapists often limits income potential. To address this, a segmentation, targeting, and positioning (STP) strategy is needed to market massage services more effectively. This study aims to identify the STP strategies used by Sanggar Pijat Distrarastra, a massage centre run by visually impaired individuals in Pemalang, Indonesia. Using a qualitative descriptive method, data were collected through interviews, observations, and documentation. The findings show that Sanggar Pijat Distrarastra applied geographic, demographic, and psychographic segmentation. The selected target market was the middle-income and lower-middle-income population, chosen for their empathy and connection to the social service sector. The positioning strategy emphasised affordability and service quality, while seeking to gradually strengthen brand awareness in order to build a stronger image in consumers' minds.

Keywords: segmentation; targeting; positioning; marketing strategy; brand awareness; service quality; customer perception; visually impaired therapists; social enterprise; massage services. (search for similar items in EconPapers)
Date: 2025
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