Posted at 10.08.2018
Tony and Person salon is working marketing strategy that would permit the business regains the control of the head of hair treatments market globally. More so, the company is working towards reviving and rejuvenating operational the Dubai Branch that has not been performing well. The organization has reserve $ 1000000 for the techniques in the marketing strategy.
The conservative limited marketing budget will multiply among such activities as marketing attempts hiring showrooms in high traffic areas in metropolitan areas where there can not only be more awareness of the Tony & Dude products but also its professionally trained personnel will offer mane treatment services at subsidized rates and show circumstance the organizations product and services. In addition to the existing outlets, the activities will be conducted in chosen well-traveled, popular malls located in high human traffic areas. Although, it will be costly to rent these locations temporarily, normally greater than normal rent, area of the high cost of rents will be offset of the sales made through the exercise. The other proceeds goes to marketing activities that are designed to increase visibility such as road-shows and other activities. Generally the online marketing strategy is composed of the next activities:
Advertising: you will see Adverts in country specific and international mags, journals, newspaper publishers and other magazines. Those publications which may have wide readerships among the ladies and youth will be give main concern since these groupings the biggest junk of the mark market sections.
Since not absolutely all the target markets may be reached by advertisements in publications, alternatives means of reaching them will have to be decided. One way will be using large billboards in major highways nourishing major world metropolitan areas.
In-store and Store Entrance Displays: These exhibits will be obvious to the top walk- through traffic base.
Electric mediums such Television Advertisements, radio and internet
Sponsored situations and streets shows will be another online marketing strategy to be utilized.
3. 1 Mission
The major objective of marketing strategies will be to inform the clients and those potentials customer that Tony and Guy products and Salon Services aren't only available locally but also that the business is focused on providing reasonably priced, convenient hair styling and the business exists to attract and maintain customers. When Tony and Man adhere to this maxim, the rest will fall under place. Their services will meet or go over the expectations of their customers and finally result in guaranteed and guarded future marketplaces.
3. 2 Marketing Objectives
The marketing strategies will increase repeat customers by at least 9% per 1 / 4.
Product visibilities and understanding is usually to be boosted by 14%
The strategies will reduce customer acquisition costs by 8% per time.
Non doing branches such the as you Dubai is to maintain positive, steady progress every month.
3. 3 Financial Objectives
Ultimately, the marketing aims of the online marketing strategy must result in sales. Following the implementation of the marketing strategy, the following effects are predicted or targeted sales:
10% upsurge in the amount of retail products sold per year.
Growth of the profit margin by 3% per year.
Full restoration of sales and eventually profitability in the Dubai branches and other branches initially performing improperly throughout the worlds; twelve months because the inception of marketing programs.
Target Marketing, as part of the strategy will enable Tony and Man; to reach different market sections:
Men: past information show that men at least 70%-75%of men use wild hair make up, thus implying significant customers potentials. Relevant communicational tactical advertisements will to attain these communities will be used.
Upper-end and lower-end women market segments: The largest proportions (about 90%) of the profits to the locks industry result from feminine customers. Women have generally been found to be fond of identifying themselves with elegant and expensive and classy products and services. Although they can be discriminated by course and prices, the grade of services and the operation of different brands of Tony and Man brands will greatly impact this portion t of the market. There therefore great potential market in the ladies populations.
Young Mothers with Children: Young children are an emerging market in the hair treatment industry. A typical family salon has facilities that allow the
children to learn while they are hanging around and then will continue to work with the parents in calming the kids nerves when they are ready for treatment.
Each of the three organizations will be targeted individually. The Tony and Guy outlet stores and the new leased promotional centers will prepare its staff to offer quick and convenient services to the male customers. Outlets will close late at night 8 pm in high traffic centers and security services will be acquired from security companies. Through out the durations, no meetings will be required, and the majority of the salon services will be on first come first serve basis but quick, convenient and sufficient to the customers.
As for girls, generally, researches show them to prefer the allure of classy salons, although pretty much not everyone can afford such luxury. For this reason, Tony and Person will provide the several scalp treatment services but strictly within the standard range prices. Tony and Guy will aim for these customers by emphasizing the complex, ultra hype styling that Tony and Dude will offer you at almost all their outlets worldwide during the advertising period or enough time of applying the marketing strategies. Entertainment will be offered. To reach both the top quality and low end market at the time while appealing wit classy but affordable services, Tony and Guy' advertisement will be made to appeal to all. The advertising campaign while interacting the classiness of the products will also stress of the affordability. Above all, advertisements will display that creating and treating one's mane with company's products and or services is essential, as basic as clothing. It'll communicate that it not longer a secondary need but a simple need for each and every woman.
With the latest finding confirming that there surely is an growing market in the children for the head of hair industry, Tony and Dude cannot ignore the segment. To succeed the kids market, Tony and Guy, will target its strategies towards moms with children by offering kids gadgets to learn with while they wait around and child-friendly locks stylists. On top of that, children receive a special rate reflecting the fact that children's wild hair grows up so fast that it can be expensive to maintain with regular treatments as well as the acknowledgement that this generally takes a whole lot less time to treat a child's locks so it should be inherently less expensive. The tactical ad will be tuned to charm to this group while reaching other portion with the same concept.
3. 5 Positioning
Tony and Dude Salon marketing strategies will position the business in the industry strategically to be always a one stop-shop convenient, full and affordable services and products. While reaching young families a corporate and business entity, the salons also will appeals to people with all the shops ready to offer quality services and products at competitive rates even after the promotional periods. Tony and Dude will be offering one-stop services, building it competitive edge by striving to achieve its desired positioning through;
Excellent customer services through out all centers: Tony and Guy's competitive edge will be based on superior customer support. The company identifies that the scalp treatment industry has packed market with challenging situations id differentiating its products and services from those of the rivals. To stick out in the market, Tony and Man, take good thing about its mixed concerted efforts to market the scalp products while at the same time operating salons. Both activities not only give an possibility to the clients to try the products and the services but also enables them experience the quality of services and the merchandise the company offers. Tony and Guy's have been been trained in the London Academy in quality customers' services. This will enable the corporation through out its branches pass on across the globe to together offer or provide superior customer attention. The staff will be whenever you can be versatile to the needs of the customer.
The staff will be incentivized to provide quality client services throughout. While Tony and Dude will invest time and money into training the employees, other concerted attempts will be assemble to ensure that clients have the best experience possible which makes it is much easier to flip them into a long-term customer and enhance the company's and the its services reputations. With the superior customer support, Tony and Dude can effectively compete keenly against and outlast larger chains and self-employed stores operating in the industry both locally and internationally.
3. 6 Strategy Pyramids
To fully overhaul, the old marketing strategies, with rejuvenated efforts, the single most apparent purpose is to position Tony and Man as the premier, full service, family salon in the internationally. The pyramids marketing strategy will seek to first create customer awareness about the services offered, then develop the customer base, and lastly work toward building customer devotion and recommendations.
The meaning that Tony and Man will seek to talk is that the whole family can be dished up quickly, expertly, with superior customer support at reasonable rates. The communication will be communicated through various methods. After and during the campaigns, the messages will continue to be communicated through in-store and storefront exhibits through all the outlets and partnering retail salons. This will be a convenient and cost effective method to draw in potential and existing customers that walk around the or nearby the shops and retail centre. This may complement the other method of communication is adverts in two local and international regular magazines newspapers.
Tony and Person marketing combination will carefully companied selectively to affect customer behavior and only the services and product of the company. Theoretically, a typical marketing blend model is made up of the 4'Ps of marketing specifically: pricing, Place (syndication), Advertising and advertising, and Product.
Tony and Guy Salon rates system will be founded on a competitive prices model that while making the products affordable, also remains competitive in accordance with challengers' prices. This rates strategy would be the most fundamental aspect that needs serious factors in every single market. Even though pricing of services and products by Tony and Guy will be guided by the current levels and the ones of the competition', the business will make an effort to offer optimum prices, affordable and engaging to the client, yet giving sensible returns. During the promotions, the costs will be subsidized, but at least, the profits must offset the promotional expenditures. Thereafter the new group of maximum prices will be offered for the products. Each markets retail outlets will be released with pricing rules. Tony and Guy acknowledge the issue in standardizing prizes in every the markets taking into consideration the variants in income and monetary levels. Because of this each section of economic separated by national boundaries and currency will have specific costing model recommendations.
Independent salons franchised to offer Tony and Person products and services will be given discounts to together with customers identifies to acquire been devoted (Westwood, 2000).
While Tony and Man Company Salon acknowledge that costing is the main element that affects customer or somewhat buyer behavior and the same determine the profitability of any enterprise, the company intends to develop policies that could assist the managements and retailing outlet stores in setting perfect pricings that are enticing to customers. These prices will be so tactical that that it will affect the overall performances and the near future competitiveness of Tony and Guy. Attracting new customers and keeping the clients, would be the key plan in the prices insurance policies to be developed. Because of these affordably but competitive prices, Tony and Person use other strategies expand its market. The lower prices will be paid out by larger sales volumes. In cases like this the most practical method that the company sees as exactly what will attract the customers and keep them. For the costs to compete and attractive to customers, the organization devises strategies and conducts feasibility analyses of customers' experiences at different costs scenarios. This requires some general market trends and testing to determine customer behavior at different chosen rates.
The Tony and Guy Wild hair products and hair treatment services use the predetermined price in specific regions with similar market segment description such demographic, cultural and monetary situations. This coverage involves determining the purchase price for customers who are wiling to buy the product with the same prices, given the same distributed market conditions and environment. Though it appears discriminatory in aspect, the costs will be set in such a way that it'll be very easy for the company to administer and in the long run have the ability to maintain a good will within the customers. This strategy will enable the business use the higher pricing in better economics marketplaces to compensate the little rates incurred in the marketplaces whose economic and average income levels are decreases. That is one of the strategies often advised for company multinationals functioning in countries having different monetary shows (Westwood, 2000).
Place (Place of Circulation) Worldwide Marketing (Campaign)
Tony and Guy Salon as an international company that deals with wild hair treatments products an services, has a tactical marketing plan program for its product and services with a global wide scope. Because the birth of the business in United Kingdom, the company has always catered for the demand of its customers throughout the world. Consistent with this global reach, the company is definitely alert to its customer around the globe.
In range with this component of the marketing mixture and consistent to the marketing strategy, the strategy has always been to formulate and invent products that fits the needs of customers in several part of the world. With much investment in research and development of Tony and Dude salon products, the business has already meet identified the specific needs required in most parts of the earth including the tight Islamic Middle East. Following version of its products to meet up with the specific hair needs of the customers in different part of the world, Tony and Dude has acquired high approval ranking from clients. This talks about the successive awards the business has won. For example, in 2006, it received the THE WEST Hairdresser of the entire year and they have received the London Hairdresser of the entire year (11 times) consecutively.
While delicate to such public issues as racism and whiles making initiatives not to comply with beauty concepts of each and every culture in the countries they are really working, Tony and Dude has taken into account, Tony and Person take into consideration colors valued by its customers. The company offers its customers opportunities to adopt diversity amongst themselves while boosting their personal features and appearance. Tony and Dude Salon employees are another lot of variety. With most them being women and multi-colored, they are considered a 'minority' implying a great team out of an affirmative action and symbolic of the prospective global market. To Tony and Guy Salon, embracing people cultures is the most practical method to reach and serve the eye of the consumer wherever they may be.
Locating the store in a higher traffic mall will significantly increase visibility. A targeted advertising campaign will also connect Tony and Man Salon's desired messages. The company intends to make use of various media to be able to reach its target market. Research will be produced so the right mass media is selected which is better and much more reliable. The promotional activities that the company intends to set up place include getting a chain of distribution that is well coordinated and whatever can provide the right channel to the marketplace that is targeted. Some of the channels which are available in Kenya include use of media, newspaper publishers, the internet and personal offering. Through these methods, the company can reach many people at exactly the same time and set up a strong market in Kenya (Kirsch and Goldfarb, 2002).
Product and services
A practical online marketing strategy is not complete without the product element of the marketing mix. One of the ways Tony and Man Salon have made certain appropriately blending its head of hair treatment products and services. Customer support is on strategy that is used to provide quality to customers worldwide. All the Tony and Guy Salon employees have been been trained in exceptional customer support in the London Academy. The partnering retail salons are also given strict guidelines on the grade of customer support.
Tony and Person is recognized for this commitment to regularly pursue researches that ultimately improve the quality of the business products and service. One of the strategic plans has already established is definitely to take into consideration the needs of the customers wherever they are simply. Giving a wider variety of products and services, the business has had the opportunity to offer customers a wider range that customers can decided from according with their needs and personal preferences. The products and services are prices in such a way that it attracts the needs of all customers which though geographically segregated are united by the Tony and Dude products and services. No matter age group, whether affluent or poor, whether in Africa or in Asia, Tony and Dude offer product and services that suits the needs and are affordable to each of them.
To stay reliant, the business keeps abreast of the latest trends on the market. Tony and Man continually revise their brands and giving an answer to the dynamics of the industry. To enhance these processed the business has a dedicated team that pursue research and product development. The major purpose of all these work is to consolidate a more robust clientele foundation among diverse cultures around the world.
Since the emergence advertising and deals, Tony and Guy, has commissioned several posters round the major locations to publicize the business products. Since the benefits advertising through films in the 1950s, the business has engaged it also a medium of achieving customers. Tony and Person in addition has sponsored major Soap Operas in European countries and Asia which can be also transmitted or sold to other continents. Usage of movie star personalities in adverting hasn't escaped the business marketing strategies. The famous stars and other personalities has allowed Tony and Guy relate the successful with personality lives to their commercial and brand images and subsequently boasting presence and sales.
Ethical Issues and CSR
In any marketing program, honest issues normally emerge. There exists one major honest issue that will be of great concern in this marketing plan for Tony and Person salon. The ethical concern revolves around the traditional use of advertising using images of beautiful women. The locks treatment industry being just part of beauty and plastic industry, has conventionally been using images of women to market. This is because, the core focus on audient is the ladies populace and images of other popular or movie star women can sell a message of advertisements to them.
The underlying ethical concern in Tony and Man marketing strategy is within the utilization of using advertisement that carry beautiful women. This has recently captivated criticism with critics boasting that use of images, way more explicit or very exposing women images not only degrades the stands of morals in the population but also reduces the dignity of women. Furthermore to these criticisms, the images are said to be offensive to conventional cultures. Relating to Blaire (1994), advertising using womanly messages whether visual or otherwise, delineates from the natural and local civilizations principles and instead are forced to see herself through the sight of another 'ideal' girl in an advertisement image.