Question

Promotional strategies (include your marketing mix: product, price, place, and promotion).

For opening a salon suites. In Miami. 20 rooms available

please do all for a thumbs up. Thank you

Answer 1

1. Product is the first thing that customers scrutinize in order to know its benefits decide whether they should buy it or not. In the case mentioned above, the product is a service. Kotler ( 2003, p.16) suggests that the product should comprise of many elements which include variety and quality which are both applicable to this service. The hair salon already has a variety of services, but to mingle in the minds of individuals, it should also have trained barbers, hair loss therapy, shower and locker facilities, a separate section which is just for hair styling and a comfortable waiting rooming order to gain popularity. The following are the descriptions of how these strategies could help the hair salon

Trained barbers:

The employees should be trained properly by professional so that their work is perfect and appreciated by the customers. If the customers are satisfied they willreturn again and recommend the service to their acquaintances.

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Hair loss therapy:

Hair loss is a problem that many individuals face and always try tofind a solution for it. Doing some research on the proper nutrition for hair and using somenatural products used abroad by individuals to solve this problem, a therapy can bedeveloped which will attract many customers.

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Shower and locker facilities:

After a haircut, taking a bath is a necessity, and the way back home is a hassle, when someone has a tight schedule. If the salon provides a shower facility, then the customers can take a shower and then go anywhere they want to. Theclothes they wear during the haircut have hair all over it after the haircut. The customerscan keep fresh clothes inside the lockers which will be in a separate room, and after theshower they can wear them and leave. They can even go to any occasions from the salon.This will help them and they will recommend this service to their acquaintances.

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Separate styling section:

The hair styling section will be a separate section, where thecustomers can come and the staff responsible for that section would provide them with acatalogue, from which they can select a style that suits them and the staff there would settheir hair in that manner. This will earn some extra revenue for the shop, and if the work done is good, it will also help them gain popularity. Customers on a hurry can just come,style their hair and go to any occasions.

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Comfortable waiting room:

The waiting room should be well decorated, with atelevision, separate smoking room, coffee machine, and magazines. This will help thecustomers pass their time if they have to wait and they will return if the experience iscomfortable for them.

2)Price:

The price in this business is a huge factor, because the competitors will always tryto give a lower price. Lower price is always an advertisement itself. Many services could be combined together and offered at a lower price. However it is an effective tool to drawthe attention of people. It could be used in various ways, such as:

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‘Buddy’ Discount:

Many people like to take their friends or colleagues to the salon, sothat they can gossip during the haircut. ‘Buddy’ discount is a discount provided whencustomers arrive with friends or colleagues, and they both need a haircut or any other service. This will make the customers bring their friends or colleagues with them, whichwill help the hair salon.

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‘Family’ Discount:

Sometimes fathers often accompany their sons for a haircut, thishappens usually when their children are young and both get haircuts. ‘Family’ Discountis provided to families who come together to the hair salon and each use a service. Thiswill attract the middle aged individuals.

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‘Weekend’ Package:

This is a package which will consist of a haircut, shave, manicure, pedicure, facial, full body massage and a coupon from a nearby restaurant. This willattract many customers who are idle during the weekends.

‘Wedding’ Package:

This will consist of haircut, shave, hairstyling, manicure, pedicureand facial for a Bridegroom on all of the wedding rituals and for five of hisacquaintances. If there are more people then there will be additional charges. This package will be beneficial because nowadays this is a trend in this country.

Place:

The location should be given the highest priority when marketing a hair salon, because it helps to decide the market targets and the price. The location would be best if it is a residential area, with a few schools, colleges, offices nearby, for publicity. The residential area would always be a best option because most people get a haircut in the hair salons which are near to their house. Dhanmondi would be the best option because it fits all the criteria. Though it has many hair salons, the separate styling section is missing in most of the hair salons in Dhanmondi and that gives ‘The Cut Above’ a competitive edge. People are often reluctant to style their hair in the same section where they had finished getting the haircut, because they are uncomfortable with the scraps of hair flying around in the haircutting section.

Processes:

Lancester and Reynolds(2004, p.407) describes processes as ‘the efficiencyof the process in the delivery of the service.’ The customer satisfaction is determined bythe processes of the service and this can be a vital issue. The processes could includemany aspects, such as:

Hygiene and safety:

The equipments used for the service should be sterilized before use,they should be changed after every month and the hair salon must be kept clean all thetime.

Quality of the Haircut:

Haircutting and shave should always take time, the need of thecustomer should be analyzed by the employee and the work should be done perfectly, sothat the customer is satisfied with the haircut. People are often irritated when they have towait, but since the focus is more on customer satisfaction, if the customer receives asatisfactory haircut he will recommend the hair salon to his acquaintances. If the work isgood, then customers will wait if they have to, to get that service.

6)People:

Service is a two way process, the output also depends on the cooperation of thecustomer. The employees should be well trained and experienced to identify the needs of the customer. They should also have the ability to make suggestions to the customers, andhence they need to be updated everyday about new hairstyles. They should also analyzethe mood of the customer and not make too many suggestions and ask for feedback after cutting one area. They should also be very friendly and talk to the customer and try to become close to them, but at the same time also concentrate on their work and the moodof the customer because some customers prefer a quiet environment

PRODUCT MIX : Place and Promotion

Marketing strategy

1. Offer Online Booking with Square Appointments
2. Have a selfie station inside your hair salon.
3. Create a promotion around unique ‘hair’ holidays.
4. Sponsor a Local Fashion Show
5. Create a salon-friendly website.
6. Offer a daily deal.
7. Promote your salon on Facebook.
8. Announce a Birthday Discount with an Automated Email Campaign
9. Offer free haircuts at public events.
10. Check Your Online Listings
11. Reward customers for referrals.
12. Select Your Own “Influencers” & Offer Special Incentives for their Referrals
13. Host an In-Store Event or Workshop
14. Have a mobile app for booking services.
15. Offer online booking on Yelp, Google, and more.
16. Market your salon on Instagram using professional photos.
17. Create a video showcasing your services on your website.
18. Hold a Raffle that will Encourage Sign Ups to Your Marketing List
19. Entice repeat clients with a value-add service.
20. Hire an expert to market your salon on social media.
21. Give back to your community through charitable programs.
22. Add value instead of discounting.
23. Run specials during the holiday season.
24. Partner with different establishments around your area.
25. Extend your salon hours to cater to night owls.