4. Executive Summary
Glamour Unisex Parlour is one of major salon in Siliguri. It was established in 2010 & still
operates it’s business very successfully.
Siliguri is one of urban city which consists of 10,257 populations. Not only that but also there
are so many Public & Private Firms (Water Board, Telecom, Media Industry), & Educational
& Tuition Centers (University of North Bengal, Other Private Tuition Centers & etc). By
considering above things it will generate more opportunities to Glamour Unisex Parlour. But
there are three beauty salons & one Ayurvedic Herbal Spa with skin specialist brings more
threats to survival of salon.
After considering all these factors I decided to make marketing Plan for Glamour Unisex
Parlour to enhance their sales with satisfied customers & to provide better quality service
than competitors.
As an initial step in marketing plan we tried to identify the background of the Glamour
Unisex Parlour. By analyzing product life cycle we identified that they are still in growth
stage. They have big competition from surrounding & have to implement various marketing
strategies for survival. They have already caught 35% of market share & 7% growth in sales
when comparing with the previous year 2009.
They have segmented their market in to four aspects like children, teens, young ladies &
adult women to provide various services like hair cutting, hair decoration, dressing, skin
treatments & so on with the purpose of treating their customers in better manner. They have
higher demand from Young Ladies & adult women when comparing to other segments.
Within next year they hope to enhance their sales by 8% & retain existing customers & attract
more customers. According to this situation we make following recommendation to achieve
their objectives in effective manner.
Introduce new services at affordable prices.
Use new technical instruments.
Always aware about changes in beauty cultural field.
Increase the flexibility & quality of services.
Changed the Salon Name.
5. Introduce a new logo for the salon.
Open the services to gents also.
Open new salon in other urban city.
Use more promotion campaigns.
Design their own web site for salon.
Create good relationship among employees.
Improve the effectiveness of telephone operator & receptionist.
Elegant dress code for staff.
Use book keeping method.
Increase the internal capacity.
Arrange & keep cosmetics & instruments in proper way.
Changing the building layout, interior and office furniture colors.
Provide piped music inside the salon.
So if they could reduce their mistakes and apply above changes we believe that they can
solve their problems & it will help to achieve their objectives in an easy manner.
6. Introduction
This Marketing Plan for Glamour Unisex Parlour was carried out to enhance their
current status by significantly increasing profit through providing valuable services to
their existing & newly joined customers.
So in here first we analyzed current situation of Glamour Unisex Parlour while
conducting market, customer & financial analysis. Not only that but also we tried to
identify the strengths, weaknesses, opportunities & trends by doing SWOT analysis.
Secondly we set some marketing objectives for Glamour Unisex Parlour which will be
achieved within next year. After that we developed strategies by using 4Ps’ to achieve
those objectives that are previously set.
Finally for the control part we forecasted budget for year 2013 & it’ll give direction to
how to manage finance for modifications which needed for the proper implementation
of this marketing plan.
7. Historical Backgroundof the Parlour
Name - Glamour Unisex Parlour
Location - Siliguri,
West Bengal
Founded Year - 01.01.2010
Owner - Mr. Subhojit Ghoshal
Initial Capital - Rs: 1000000/=
8. Mission Statement
VISION
“TO BECOME A LEADER OF SILIGURI’S BEAUTY
CULTURAL INDUSTRY”
MISSION
Upgrade the living standard of customers by providing high quality
services to affordable price & enhance the strong relationship
among customers by treating them in friendly manner to get their
loyalty.
9. Market Analysis
Evaluating the current market situation is most helpful to understand specific needs & wants
of potential customers, how to serve them, how to attract more market share & the leverage
situation of Glamour Unisex Parlour.
Target Markets:
Target Market Forecast
Potential
Customers
Growth Rate
2010 2011 2012
Children
(3-12 years)
-2.05%
8.33% 4.9% 1.38%
120 100 50
Teens
(13-19 years)
0.38%
13.88% 13.2% 13.66%
200 270 490
Young Ladies
(20-30 years)
3.90%
55. 5% 56.3% 59.4%
800 1150 2140
Adult Women
(30 above)
3.33%
22.22% 25.49% 25.55%
320 520 920
1%
14%
59%
26%
Sales - 2010
Children Teens Young Ladies Adult Women
10. Market Demographic:
The profile for Glamour Unisex Parlour consists of following geographic, demographic and
behavioral factors:
Geographic:
The immediate geographic target is the city of Siliguri & the surrounding
communities with a total population of 10,257.
They have spread only around 10 miles of geographic radius.
The total target population is 4500 per year.
Demographic:
Children, Teens, Young Ladies & Adult women.
Age Vs Demand
3-12 Years 0.1%
13-19 Years 14%
20-30 Years 26%
30 Above 59%
Mainly provide service to the ladies.
The Young Ladies & Adult women who employed & engaged in higher education
pay more attention about their beauty, but are unwilling to pay the exorbitant charges
associated with it.
Teens also consider more about new fashion methods, reasonable prices, &
convenient.
The children do not have any major preferences other than having toys to play while
they are waiting.
Individual income of working women is at least Rs. 15000.
Behavioral Factors:
Always looking for convenience factors in regards to service providers.
Attempt to provide all family needs at the same time if possible.
11. Market Needs:
Glamour Unisex Parlour is providing wide range of services like,
Dressing (Bridal, Functional with Make Up)
Threading (Eye Brows, Vexing)
Hair Dressing (Hair Styles, Hair Cutting, Rebounding, Perming, Coloring…)
Skin Treatment (Facials, Clean Up, Scrub…)
Glamour Unisex Parlour seeks to provide following benefits that are important for its
customers:
Convenience: Glamour Unisex Parlour is situated in a centrally located area.
Customer Service: Serving the customers with superior attention by providing quality
service.
Competitive Pricing: It offers pricing bit less than other competitive salons.
Market Trends:
Increasing the number of working women.
Increasing the number of students who are doing higher education.
Increasing the competition among other salons.
Rapid change in technology & fashions.
Pay more attention to personnel beauty.
Market Growth:
For the last three years the Glamour Unisex Parlour has grown steadily at 5% a year.
It is generally unaffected by economic upturns or downturns. While in upturns, women are
more likely to purchase extra services such as hair coloring, perms, newly introduced facial
methods although generally the consumption pattern is unchanged.
12. Customer Analysis
Target Customers:
Children (3-12 years)
Teens (13-19 years)
Young Ladies (20-30 years)
Adult Women (30 above)
Where are the Customers
Residents in Siliguri area.
Employees work in Public & Private firms.
Students from University of North Bengal University & other Educational Institutes.
When do the Customers buy?
Normal Days:
Morning & Evening time period have more demand.
Seasonal Period:
Especially in Wedding (March, May, June, and November) & Christmas
period Glamour Unisex Parlour has more sales.
What do they expect?
To enhance their beauty (Skin fairness, Pimple removing)
Quality Dressing
Get flexible service for needed time.
Free instructions.
Pay more attention to customer needs & wants.
Affordable price & convenience.
Attractive environment.
Additional Service. (Selling Cosmetics)
14. Competitors’ Strength & Weaknesses
Strengths Weaknesses
Use Herbal Products Higher Prices for services.
Qualified Employees Contacting owner might be difficult
Use Technical Instruments Lower Customer Loyalty
Location Close on holidays
Provide high quality service Takes more time per customer
Strong goodwill Not providing online services
Attractive work place Lower relationship among
employees
Competitors Strategies
Providing new university packages in lower prices.
Introduce attractive prices for skin treatments.
Introduce attractive discounts for daily customers.
Introduce online services
Use media coverage for the salons (e.g.: Janpath Samachar)
Use new technological instruments.
Introduce Nail Arts, Mehendi & tattoo service as new service.
15. SWOT Analysis
Strengths:
Good relationship among employers.
Good relationship with customers.
Flexibility for new services.
Attractive prices.
Employer has more than 5 year work experience.
Use new electronic instruments for treatments like hair iron, head massages,
steamers etc…
Customers can easy to reach that place.
Good customer loyalty.
They have strong goodwill within Siliguri area.
Weaknesses:
Cannot find any developing strategies.
Higher current bill.
Poor promotion campaigns.
Minimum number of employees.
Take more times for one customer.
Not going outside for dressing except bridal dressing.
It’s difficult to get services in early morning.
16. Opportunities:
There are some bridal competitions or fashion show competitions to get more
publicity to the salon.
The wedding exhibitions.
There are more beauty cultural programmes that can be seen in TV
programmes.
University of North Bengal is located near to the university.
Increasing ladies employment.
Increasing older population. (they like to protect their younger looking as a
result of increase demand for salons)
Most of beauty salons are not focusing on male market.
Near to the high way.
Threats:
Lower prices of competitors.
Increasing government income taxes.
Increasing cost of cosmetics & other equipment.
Increasing new taxes for beauty salons publishing banners.
There is a technical movements & salon has to use new technology instruments
& methods.
Should be prepared for each & every traditional & cultural occasions
Some traditional & technological beauty culture methods are expired.
Increasing market demand for Ayurvedic treatments.
Some famous beauty salons are using online website facilities for their business
activities.
17. Targeting
Targeting is the next step of target marketing process. In order to select appropriate
segment or segments to serve following steps must be followed.
1. Evaluating attractiveness of each segment.
2. Deciding how many and what segments to target.
Evaluating attractiveness of each segment
Glamour Unisex Parlour is situated at Siliguri area. It is an urban area in Colombo
district. Therefore we can see there is an adequate population in that area.
Females & males – From 3 to 12 years old
Segment size and growth - As this is an urban area we can see lot of
schools situated in that area. There are lots of school children in that area.
We can serve them by providing children packages like hair cutting.
Structural attractiveness
Threat of intense segment rivalry - This service is provided by not
only beauty salons but also other hair cutting saloons. Therefore we
can find more competition in this market. But other beauty salons
rarely provide this service. Therefore we can attract more customers
by offering attractive children hair cutting packages than other
salons.
Threat of new entrance - There is a possibility to attract new
competitors in children hair cutting. Because it is easy to start hair
cutting salons as it required law capital.
Threat of substitute products - Customers can cut children’s hair at
home. Therefore no need to go salon always because it is easy to cut
children’s haircuts.
Threat of growing bargaining power of buyers - Buyers can bargain
to reduce the price as there is more competition.
18. Company objectives and resources - The main objective of this saloon is to
become the leading part of the beauty salon market in this area. Children
hair cutting is not a relevant service for hair salons. It is an additional
service. But in order to diversify services they provide we can introduce
children’s hair cutting as well.
Females - from 12 to 19 years old
Segment size and growth - This is the young school market. There are lots
of teenage school students in this area because there are many schools and
extra classes can be seen. Therefore large enough to serve.
Structural attractiveness
Threat of intense segment rivalry – We can provide many beauty
culture services for teenagers. There are many beauty salons
around this area to serve these customers. Therefore the
competition is high.
Threat of new entrance - New saloons can be opened because there
is an adequate market for this.
Threat of substitute product - There are many products in the
market that teenagers can use themselves without consultation of a
saloon.
Females - from 20 to 30 years old
Segment size and growth - This market includes women who are working,
university students and women who hope to marry. This segment is the
most important segment to serve. Because there is a huge demand in this
market for beauty salons.
Structural attractiveness
Threat of intense segment rivalry – There is high competition in
this market segment because there are many saloons in this area.
Also most customers prefer to get service from famous beauticians
for their weddings. Therefore this saloon faces the competition
from saloons surrounding Siliguri area as well as famous
beauticians.
19. Threat of new entrants – So many new saloons may enter into the
market as bridal dressing & facials become more popular & it has
become a trend. Ladies follow beauty cultural courses most
probably.
Company objectives and resources – This segment is contributing a lot in
order to achieve company objectives. By offering effective marketing
strategies for this segment the profit & the market share can be enhanced.
Females - above 30
Size and growth – This segment include middle and old age women. Some
are working, some are retired & some are house wives. As it’s a trend that
elderly people are increasing this segment has growing characteristics.
Structural attractiveness
Threat of intense segment rivalry – There is less competition and
less demand can be seen in this segment for beauty cultural
products.
Threat of new entrants – As the demand is law new entrants are
rarely can be found because there are fewer stimuli for new entries
in this market.
Company objectives and resources – Company objective is to maximize
profit. As this segment has less demand there is less profit.
Males – above 20
Segment size and growth – As this is an urban area, huge density of males
can be seen. If they can provide beauty treatments for males they can
attract adequate market.
Structural attractiveness
Threat of intense segment rivalry – The target of many beauty
salons is females market. Therefore there is less competition
among beauty salons for male market.
20. Selecting the Market Segments
There are several patterns of target market selection. For this salon we choose
Selective specialization method.
Clean up
Eyebrow
making
Hair treatment
Pimple
treatment
Tattoos
Female
From 13 to 19
Female
From 20 to 30
Female
Above 30
Male
Above 20
Children
Bridal dressing
Facials
Hair cuts
Pimple
treatments
Special
university
package
Facials for
adults
Skin treatments
Hair dyeing
Facialsfor
male
Hair cutting
tattoos
Hair cuts
21. Positioning
Positioning is the act of designing the company’s offer & image so that it occupies a
distinct & valued place in the target customers’ mind. (Kotler)
Our strategy for positioning is Image Positioning. We achieve this by promoting the
brand name we suggested which is “Salon Flora” with other differentiated values & make
prestigious value in customer’s mind. In order to promote the brand name we suggest
following strategies.
Distribute leaflets to general public by mentioning their new packages with prices
& attractive discounts.
Distribute leaflets to campus students to make them aware about special packages
at lower prices
Maintain good relationship with TV channels & give participation to beauty
cultural programmes on television such as Beauty Secrets By Jawed Habib etc.
Give contribution to dress models for paper covers & magazines
Put paper advertisements by promoting brand name with their valuable services
Participate wedding & beauty cultural exhibitions & competitions
22. Marketing Mix
Product Strategy:
1. Increase Quality of Service
Discuss with customers & identify what they need
e.g.-: What kind of trends & fashions they like.
(Dresses, haircuts, hair styles, etc.)
Read & use new fashion magazines to get better understand about new fashions,
trends & other beauty cultural things.
e.g.-: new haircuts, new cosmetics, and new fashionable dresses
Salon owner can follow advanced new fashions & beauty cultural courses it will give
more benefits to the salon.
e.g.-: Courses of City & guild company
2. Flexibility for New Services
Introduce new beauty cultural services.
Read books regarding to beauty cultural field.
Get experience to provide these services.
Enhance knowledge regarding how to use technical instruments.
Communicate special benefits & other important facts to customers which related
with the new services & existing services.
Using verbal communication
Leaflets.
Always try to get customer ideas about new services before introduce it.
Maintain good communication system to get knowledge about changes in Business
environment.
e.g.-: Business to customer, customer to customer, business to business.
23. 3. Use New Electronic Instrument.
Get good knowledge about how to use new technological instruments.
Before using instruments, employees are required to ensure those instruments are
suitable for customer.
Use high quality, branded cosmetics.
Consider about number of stars in a label.
4. Introduce New Services.
Go customer place to facilitate bridal dressing.
e.g.-: At customer’s house or work place.
According to development of wedding culture they can introduce lot of new services.
They can introduce bridle packages
Level of family background
[High, Middle & lower families]
The way they like to dress
[ Indian, western]
How many days do they like to get services?
[Wedding day only, both wedding & home coming day]
How many people like to get service?
What type of services they need.
[Dressing only, dressing with/saris, jewelry /bouquets]
Provide variety of services which engaged in wedding.
For this following services can be added.
Build connection with wedding planers.
Build connection with tailors.
Build connection with flower suppliers.
Build connection with photo grapes.
Build connection with cake suppliers.
Build connection with wedding cards designers, etc
24. Price Strategy:
They can use following price strategies to their salon.
1. Objectives of Pricing.
Survival.
Maximizing sales of salon at seasonal &non seasonal time.
2. Suitable strategies for pricing.
Competitive pricing strategy.
Pricing adjustment strategy.
e.g.-: promotional pricing.
3. Suitable method for pricing.
Value pricing.
Going rate price.
1. Attractive prices.
University student packages.(lower price)
-Dressing [450/= to 500/=]
-Eye brows [80/= to 100/=]
-Haircuts [300/= to 350/=]
-Facials [1000/= to1200/=]
Office workers packages.
-Eye brows [100/= to 110/=]
-Haircuts [400/= to 450/=]
-Facials [1300/= to 1600/=]
Before & after the seasonal situation salon doesn’t have higher demand. so
at that time they can introduce some kind of service for lower price within
some period of time.[like week or two weeks]
e.g.-: Special Facials [750/= to 1000/=]
Haircuts [250/=]
25. 2. Discounts.
Give some discount to loyal customers. Specially
Dressing – 5%
Haircuts – 3%
Facials – 3%
3. Competitors lower prices.
Always try to get awareness about the competitor’s prices & do adjustment
for their prices to be competitive.
Set lower prices than competitive prices.
Make discount than their discounts.
26. Place Strategy:
1. Can open another salon in other urban city to enhance & spread their businesses.
2. Arrange car parking facilities.
There is no car parking facility. It will be more convenient for customers & it
will lead to attract more customers who have high status of living condition.
Promotion Strategy:
1. Public relation.
Build a good relationship with customer.
Always have a friendly chat with customers before provide the service.
2. Use more promotion programs.
As promotion now they use,
Dress models for paper cover pages & fashion pages.
Customers to customer communication.
Except above promotion tools they can do following things.
Advertisement method.
Printing & Electronics media ads.
Internet Business advertisements.
Face book advertisements.
Telephone rainbow pages advertisements.
Paper advertisements.
Participate to the beauty cultural TV program.
e.g.-: Beauty Secrets By Salman Habib
Sales promotion methods.
Participate to the beauty cultural exhibitions
e.g.-: My wedding, the bridle show
Participate to the beauty cultural contest.
27. Distribute hand bills including their new salon name & logo as we
suggested above.
They can give small ads for school or other comities souvenir
books.[Patronage awards]
Some of TV channels are near to the salon place like Sananda TV,
MAX TV.
First they have to contact those media channels & keep good
relationship with them
They can get opportunity to present their fashion knowledge in
this channels beauty cultural program.
They can conduct free trials to develop promotion of salon.
Develop own web site for salon.
They can display following things in web site;
Available packages in salon & prices.
Available services in salon & prices.
Special offers of salon.
