Choose two segments which you feel would be viable but different markets for spas. Develop a marketing plan for each segment, to include core positioning statement, media venues, key product/

service features, and promotional materials.

Marketers are always trying to fi ne-tune their segmentation strategies. For example, retailers may fi nd that income is a necessary, but not suffi cient, indicator of luxury spending or shopping patterns. To illustrate, Simmons Market Research recently conducted a psychographic analysis relating to luxury buying and shopping.
The analysis, which examined middle-class and affl uent single women who were heads of their households, also took into account demographics and life stage factors.
The researchers identifi ed fi ve unique segments.