Article: Segmentation, targeting and positioning strategy in marketing massage services for the disabled Journal: International Journal of Markets and Business Systems (IJMABS) 2025 Vol.6 No.2 pp.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. Inderscience Publishers - linking academia, business and industry through research

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

Authors: Dumadi; Catur Raharjo Febrayanto; Lintang Prahita Ningarum

Addresses: Faculty of Economics and Business, Muhadi Setiabudi University, 52252, Brebes, Indonesia ' Regional Development Planning, Research and Innovation Agency of Brebes Regency, Brebes Regency, 52219, Indonesia ' Regional Development Planning, Research and Innovation Agency of Brebes Regency, Brebes Regency, 52219, Indonesia

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.

DOI: 10.1504/IJMABS.2025.150592

International Journal of Markets and Business Systems, 2025 Vol.6 No.2, pp.194 - 211

Received: 30 Jul 2025
Accepted: 14 Sep 2025
Published online: 17 Dec 2025 *

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

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