Segmentation Essay

501 Words3 Pages
About the current segmentation strategy of OSIM, they had launched many types of electronic massager, such as massage chairs, massage sofa, handheld massager and neck and shoulder massagers to meet different people’s wants and needs. It is obvious that OSIM had selected the electronic massager as their market and product category. To segment the market, OSIM had selected some segmentation variables. First of all, geographic, OSIM regards the whole world as its market. According to its official website, there are more than 1196 outlets in more than 222 cities across 30 countries in Asia, Oceania, Africa, the Middle East, Europe and North America. But it focus its business on Asia, because OSIM located its headquarter in Singapore. Secondly, demographic and psychographic, OSIM focus its business on both male and female adults, that is in their later teens and late thirties who are health conscious and lead a very fast paced lifestyle. Hong Kong people are preferred to do things in the fast and efficient way, so they have high pressure in their work and life, they are willing to have some relaxed in their spare time, and some of them like to go to the massage parlors to have a massage to relax. OSIM had launched these electronic massagers to meet these people’s wants and needs, they can enjoy the massage function of the products at home whenever they want. Thirdly, the product features, OSIM had launched many different types of electronic massagers to meet different people’s needs and wants. For instance, relax and relieve, tone and shape, check and measure, and clean and purify. The sales and teachers would like to have a foot massager; they need to stand for a long time, it may cause the varices and their foot will feel limp and painful. For the people who are working in the office, they need to have a neck and shoulder massager to relax. Because of work, they

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