3. Competitive
Analysis
Competitive Strengths
• An important goal in this marketing plan is to help you maximize the
following advantages:
Professionally Trained &Licensed Beauticians
Affordability
Solid clientele
One of the few shops to still specialize in Press and Curls
4. Competitive
Analysis
Competitive Challenges
• An important goal in this marketing plan is to help you decrease the
following disadvantages:
o Misconception of only catering to an older clientele
o Lack of digital presence
7. Industry and Consumer
Research for Advertising
Objective
• States with the most buying
power among African-
American consumers in 2013
(totals in billions): New York,
$101.0; Texas, $91.7; California, $76.7;
Georgia, $75.5; Florida,
$75.3; Maryland, $64.2; North
Carolina, $50.3; Illinois, $46.4; Virginia,
$46.0; New Jersey, $40.5; Pennsylvania,
$36.2; Louisiana, $34.4; Ohio, $33.2;
Michigan, $31.7; Alabama, $28.3. (Source:
Selig Center for Economic Growth, 2013 )
•Based on research by Nielsen
Monitor Plus, industry categories
with the greatest increases in ad
spending in media focused on
African-American audiences in
2013: Hair Care Products,
+98%; Loan Companies, +46%;
Universities, +46%; Candy
Companies, 39%; Legal Services, +21%; Medical
Services, +19%; Restaurants, +17%. (Source:
Nielsen Monitor Plus, 2014 )
According to an annual study of
200 of the larger beauty salons in
the U.S., conducted by Salon
Today magazine, how the facilities'
gross revenues break down: Hair
coloring sales, 35%;
hair cutting sales,
32%; retail product
sales, 18%; skincare, bodycare and
spa-type services, 7%; nail services, 3%; chemical
services (relaxing, perming), 2%; other, 3%. (Source:
Salon Today, 2015 )
8. Why TV?
• According to Neilsen, U.S television
household number 114.2 million – 98%
of America
• 70% of young adults, 18 – 24, are
watching more or the amount of
television as last year
9. Why Radio?
According to Nielsen Audio, each
week radio reaches 92.0% of
African-American adults 18+, and
91.6% of all African-Americans
ages 12 and older and 67.1% of
these consumers on a daily basis.
African-American adults spend an
average of 14 hours and 55
minutes every week listening to
their favorite radio stations.
(Source: Nielsen Audio, 2014
)
10. Why Radio?
• Four of the nine formats that are
profiled in this study are targeted to
Black audiences; those four formats
(Gospel, Urban Adult
Contemporary, Urban
Contemporary and Contemporary
Inspirational) earn 58% of Black
radio listening nationwide.
• Between 6am and 6pm during the
work week, at least 10% of the 12+
Black population tuned to the radio;
a great majority of that listening
occurred out of home. (Source:
Arbitron, Black Radio Today 2013,
Executive Report)
12. Creative
Strategy
Radio Ad Creative
This custom radio commercial will communicate these
important consumer benefits
1. Private Quarters Hair Salon’s various services
2. Private Quarters Hair Salon’s professionalism
3. Private Quarters Hair Salon’s being a full service
salon
13. Creative
Strategy
Television Ad Creative
This television commercial will communicate these important consumer
benefits
1. At Private Quarters, you will enjoy our relaxing atmosphere and we keep
up with the latest trends!
2. We specialize in all hair care services.
14. Going Digital!
• Driving Facebook Following
• Create Instagram account
• Create Snapchat Account
• Get acclimated with Yeti
• Subscribe with EZ Texting
15. Recommended Scheduling
and Investment
Radio
• 52 weeks
• 6 commercials per week
– Except in the Summer and
Homecoming season
– In those weeks there will be
11 commercials a week
• Total reach using all days and
times
• $235 per week, 52 weeks Radio:
Television:
•52 weeks, 4 quarters
•Spring (March, April, May) 20
commercials
•Summer (June, July, August) 34
commercials
•Fall (September, October,
November) 20 commercials
•Winter (December, January,
February) 20 commercials
•totaling = $ 9,4000
Digital:
•Banner ads:
•2 per week on our conglomerate's TV station
website = $2,600
