Market Segmentation and Product Positioning

This paper was completed for MKT 500 class (Marketing Management).

Market Segmentation and Product Positioning: The Enchanted DreamWeave

Tonesha Gadson

Strayer University

Marketing Management (MKT 500)

Dr. Deidre Guion

January 20th, 2012

Abstract

Stylish, glamorous, trendy, sophisticated, appealing, unnatural, fake, ugly, artificial, matted…all have described women wearing a hair weave (Slater 2010). What many people do not understand is that there are many different methods/techniques to apply a hair weave. Each method provides something distinctive that will be suitable for each individual’s needs. My company is called GA (Gadson Alford) Beauty Enterprises, and it specializes and the creation and production of specialized organic products from hair and personal care maintenance (such as natural relaxers, shampoos/conditioners, cosmetics and skin care) to beauty salon equipment (such as hair dryers, styling supplies, and beautician station necessities). GA’s mission is to be the frontrunner of world-class, quality beauty products and equipment to our clients. In doing so, the company is rolling out a new product that is a first for GA. This new product invention to be launched is called the Enchanted DreamWeave (or the EDW). The Enchanted DreamWeave is a revolutionary way to change the style of your hair in minutes in one portion (without the need of purchasing numerous packs of hair pieces), with a sense of versatility and elasticity intertwined with beauty and natural texture. The EDW is made of superior quality 100% Virgin Remy human hair for all hair types in different lengths, colors, and textures on a full cap, which is manufactured in the United States and will be sold at a competitively low cost. This specialty hair creation stands out from other hair weaves because of its ease of use, long-lasting durability, and can be appended without the requirement of...