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Market research
Hair and Spa salon
AIM OF THE RESEARCH
To help the company to open a Beauty Salon in Budapest, Hungary.
Our research gives you information ab...
MAIN COMPETITORS – SPA AND BEAUTY SALONS
SPA AND BEAUTY SALONS #1
METROPOLITAN – THE ART OF BEAUTY
http://www.metropolitanbudapest.hu/
Open:
Mo-Fri 10:00-19:00, Sa...
ROYAL SZÉPSÉGSZALON
http://www.royalszepsegszalon.hu/
Open:
Mo-Fri: 08.00-20.00, Sa: 08.00-17.00
Address:
1073 Budapest, E...
MAGNOLIA DAY SPA
http://magnoliadayspa.hu/
Open:
Mo – Su: 09.00-21.00
Address:
1054 Budapest, Zoltán u. 3.
Prices:
Facial ...
MAIN COMPETITORS – HAIR SALONS
HAIR SALONS #1
HAJAS
http://www.hajas.hu
Open:
Mo-Sa 07:00-21:00
Address:
3 salons in Budapest: V. Erzsébet tér, V. Nádor ...
HAIR SALONS #2
HAIRCLUB
http://www.hairclub.hu
Open:
Mo-Fri 09:00-22:00, Sa: 09.00:14.00
Address:
1061 Budapest, Paulay Ed...
MOST ELEGANT RESTAURANTS IN BUDAPEST
RESTAURANTS #1
COSTES
http://www.costes.hu
Open:
We-Su:12:00-15:30, 18:30-24.00
Address:
1092 Budapest, Ráday u. 4.
Prices...
RESTAURANTS #2
FAUSTO’S
http://www.fausto.hu
Open:
Mo-Fri:12:00-15:00, 19:00-23:00,
Sa: 18.00-23.00
Address:
1061 Budapest...
RESTAURANTS #3
BOCK
http://www.bockbisztro.hu
Open:
Mo-Su:12:00-24:00
Address:
1073 Budapest, Erzsébet körút 43-49.
Prices...
TARGET GROUP, LOCATION, NEEDED SERVICES,
PRICE AND COMMUNICATION
TARGET GROUP
Respectable, rich, hi- and medium-level
income.
Female (65%)
Male (35%)
Category AB
Age 20 to 55.
Both local ...
LOCATION
Downtown with beautiful environment
(Danube river, parks, etc.)
Lots of hotels with tourists
Lots of tourist attr...
SERVICES
Must have services:
- Manicure
- Pedicure
- Massage
- Facial treatment
- Body Treatment
- Beauty products for sel...
PRICE
The competitors’ prices are approx.:
-Facial treatments: 6.000 – 21.000HUF
- Body treatments: 3.000 – 20.000 HUF
- M...
COMMUNICATION
Internet:
- an useful, informative web page is a must
- multilingual web page must be made
- search optimiza...
FURTHER RESEARCH #1
More information is needed for the established decision-making
We recommend you a qualitative market r...
FURTHER RESEARCH #2
More extensive market-, and competitor analysis
More information about the ideal location
Accurate pri...
S.W.O.T.
S
TRENGTHS
W
EAKNESSES
T
HREATS
O
PPORTUNITIES
• International background
• Reliability
• Newness in the Hungaria...
SUMMARY
There are many competitors in the Hungarian beauty market especially in
Budapest.
The prices are reduced, 300 Euro...
CONTACT
Online marketing Agency
Szinte Romulus Loránd
Online marketing specialist
+36 70 357 2045
+36 70 708 2263
online@p...
Spa Market research Piackutatás wprodukcio.hu
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Spa Market research Piackutatás wprodukcio.hu

  1. 1. Market research Hair and Spa salon
  2. 2. AIM OF THE RESEARCH To help the company to open a Beauty Salon in Budapest, Hungary. Our research gives you information about the following topics: To make a conclusion on the market capacity To specify the market environment and discover the competitors Within the competitors’ group to specify the unique offers To specify the pricing policy of the competitors Pricing policy of the competitors Working hours of the competitors Location of the competitors salons Recommendations – on the location, positioning, pricing policy
  3. 3. MAIN COMPETITORS – SPA AND BEAUTY SALONS
  4. 4. SPA AND BEAUTY SALONS #1 METROPOLITAN – THE ART OF BEAUTY http://www.metropolitanbudapest.hu/ Open: Mo-Fri 10:00-19:00, Sa 10:00-14:00 Address: 1054 Budapest, Aulich utca 4-6. Prices: Facial treatments: 15.000 HUF Body treatments: 15.000 HUF Massage: 6.000 – 13.000 HUF Hand and foot care: 2 – 12.000 HUF Barber: 3.000 – 4.000 HUF PERFECT LINE SZÉPSÉGSZALON http://perfectlineszalon.hu/ Open: Mo-Fri: 09.00-19.00 Address: Budapest VI. Vörösmarty u. 59. Prices: Facial treatments: 15.000 HUF Body treatments: 3.000 – 7.000 HUF Massage: 5.000 – 10.000 HUF
  5. 5. ROYAL SZÉPSÉGSZALON http://www.royalszepsegszalon.hu/ Open: Mo-Fri: 08.00-20.00, Sa: 08.00-17.00 Address: 1073 Budapest, Erzsébet krt.43-49. Prices: Facial treatments: 7.000 – 13.000 HUF Body treatments: 5.000 – 16.000 HUF Massage: 9.000 – 12.000 HUF Barber: 4.000 – 14.000 HUF MIRROR SZALON www.mirrorszalon.hu Open: Nyitva tartás: Mo-Sa: 08.00-21.00, Su: 09.00-19.00 Address: 1123 Budapest, Alkotás u. 53. MOM Park Prices: Facial treatments: 6.000 – 21.000 HUF Body treatments: 4.000 – 12.000 HUF Manicure/Pedicure: 4.000 – 7.000 HUF Massage: 4.000 – 12.000 HUF Barber: 3.000 – 17.000 HUF SPA AND BEAUTY SALONS #2
  6. 6. MAGNOLIA DAY SPA http://magnoliadayspa.hu/ Open: Mo – Su: 09.00-21.00 Address: 1054 Budapest, Zoltán u. 3. Prices: Facial treatments: 8.000 – 20.000HUF Body treatments: 15.000 – 20.000 HUF Manicure/Pedicure: 12.000 – 24.000 HUF Massage: 14.000 – 35.000 HUF A-LIST SALON&SPA http://www.a-list.hu Open: Mo - Fri: 08.00–20.00, Sa: 09.00-20.00 Address: 1026 Budapest, Szilágyi Erzsébet fasor 27. Prices: Facial treatments: 11.000 – 12.000HUF Manicure/Pedicure: 3.000 – 5.000 HUF Massage: 6.000 HUF Barber: 4.000 – 8.000 HUF SPA AND BEAUTY SALONS #3
  7. 7. MAIN COMPETITORS – HAIR SALONS
  8. 8. HAIR SALONS #1 HAJAS http://www.hajas.hu Open: Mo-Sa 07:00-21:00 Address: 3 salons in Budapest: V. Erzsébet tér, V. Nádor u., II. Retek u. Prices*: Haircut: 6.800 – 11.000 HUF Coloring: 10.000 – 18.000 HUF Straightening: 8.500 – 15.500 HUF ZSIDRÓ http://zsidro.net Open: Mo-Fri: 08.00-21.00, Sa: 09.00-14.00 Address: 3 salons in Budapest: V. Andrássy u., II. Zöldlomb u., XII. MOM Park Prices*: Haircut: 8.000 – 14.000 HUF Coloring: 15.000 – 25.000 HUF Straightening: 12.000 – 16.000 HUF *May be varied by the salons.
  9. 9. HAIR SALONS #2 HAIRCLUB http://www.hairclub.hu Open: Mo-Fri 09:00-22:00, Sa: 09.00:14.00 Address: 1061 Budapest, Paulay Ede utca 55. Prices: Haircut: 4.000 – 10.000 HUF Coloring: 10.000 – 20.000 HUF EAST SIDE HAIR http://eastsidehair.hu Open: Mo-Fri: 09.00-20.00, Sa: 09.00-14.00 Address: 1093 Budapest, Gönczy Pál u. 4. Prices: Haircut: 3.000 – 13.000 HUF Coloring: 7.000 – 15.000 HUF
  10. 10. MOST ELEGANT RESTAURANTS IN BUDAPEST
  11. 11. RESTAURANTS #1 COSTES http://www.costes.hu Open: We-Su:12:00-15:30, 18:30-24.00 Address: 1092 Budapest, Ráday u. 4. Prices: Starters: 3.000 – 7.000 HUF Soups: 2.000 – 6.000 HUF Meat: 7.000 – 12.000 HUF ONYX http://www.onyxrestaurant.hu Open: Tu-Fri: 12.00-14.00, Tu-Sa: 18.30-23.00 Address: 1051 Budapest Vörösmarty tér 7-8. Prices: Starters: 3.000 – 6.000 HUF Soups: 2.000 – 5.000 HUF Meat: 6.000 – 10.000 HUF
  12. 12. RESTAURANTS #2 FAUSTO’S http://www.fausto.hu Open: Mo-Fri:12:00-15:00, 19:00-23:00, Sa: 18.00-23.00 Address: 1061 Budapest, Székely Mihály u. 2. Prices: Starters: 3.000 – 6.000 HUF Soups: 2.000 – 4.000 HUF Meat: 5.500 – 8.000 HUF NOBU http://www.noburestaurants.com/budapest Open: Mo-Su: 12.00-15.00, 18.00-23:45 Address: 1051 Budapest Erzsébet tér 7-8. Prices: Starters: 2.500 – 8.900 HUF Meat: 4.800 – 9.800 HUF
  13. 13. RESTAURANTS #3 BOCK http://www.bockbisztro.hu Open: Mo-Su:12:00-24:00 Address: 1073 Budapest, Erzsébet körút 43-49. Prices: Starters: 1.700 – 3.700 HUF Soups: 900 – 1.400 HUF Meat: 3.400 – 8.000 HUF MÁK http://www.makbisztro.hu Open: Tu-Sa: 12.00-15.00, 18.00-24:00 Address: 1051 Budapest , Vigyázó Ferenc u. 4. Prices: Starters: 1.500 – 3.000 HUF Soups: 1.500 – 3.000 HUF Meat: 2.500 – 5.000 HUF
  14. 14. TARGET GROUP, LOCATION, NEEDED SERVICES, PRICE AND COMMUNICATION
  15. 15. TARGET GROUP Respectable, rich, hi- and medium-level income. Female (65%) Male (35%) Category AB Age 20 to 55. Both local population and tourists. Owners of businesses, celebrities, senior and Top managers Wives and members of the families of the owners of business, celebrities, senior and Top managers Tourists: visitors of 5-4-star hotels, brand- boutiques of international luxurious brands. They have money to spend for luxury goods and luxury services. they want to be more attractive, youthful, relaxed and balanced.
  16. 16. LOCATION Downtown with beautiful environment (Danube river, parks, etc.) Lots of hotels with tourists Lots of tourist attractions in the near Many luxury shops: - Clinique - Estée Lauder - Rolex - Promod - Triumph - Tommy Hilfiger - Hugo Boss - Lacoste - Lloyd, etc. II. or V. district
  17. 17. SERVICES Must have services: - Manicure - Pedicure - Massage - Facial treatment - Body Treatment - Beauty products for sell Unique services: - open on weekdays and weekends too - open from 8.00 till 22.00 - wide range of information about beauty treatments, beauty products, new trends on the web page - full beauty service with guidance - stylist (beauty and clothes if possible) Other services: - giving smaller gifts to every costumer (e.g. product samples) - personalized newsletters and offers Must have, unique and other services
  18. 18. PRICE The competitors’ prices are approx.: -Facial treatments: 6.000 – 21.000HUF - Body treatments: 3.000 – 20.000 HUF - Manicure/Pedicure: 3.000 – 24.000 HUF - Massage: 4.000 – 35.000 HUF - Barber: 3.000 – 14.000 HUF We do not recommend you the 300 Euro / treatment cost. It will be very expensive in the Hungarian market. Expensive prices might be acceptable if you give bonuses, discounts and gifts for the customers. Every service need to be offered at a competitive price.
  19. 19. COMMUNICATION Internet: - an useful, informative web page is a must - multilingual web page must be made - search optimization is important (luxus, spa, masszázs, testkezelés, szépség, beauty, manikűr, pedikűr and other words) - Pay Per Click Campain:Facebook, Etarget, Google Awords --Online PR : cosmopolitan.hu, hvg.hu, vg.hu, napi.hu, burzsuj.blog.hu, luxus.lap.hu, luxorium Other communication channels: -Offline magazine:Cosmopolitan, Instyle, ELLE, Luxymagazin, Hamu&Gyémánt - Billboards - Events sponzoration Luxury, well-being, indulgence, tranquility need to be communicated. Focus to the Internet
  20. 20. FURTHER RESEARCH #1 More information is needed for the established decision-making We recommend you a qualitative market research In-depth interviews with spa/luxury beauty salon visitors Approx. 15-20 interviews with different demo/eco status visitors Duration of the research: approx. 4 - 5 week Cost of the research: approx. 550.000 – 700.000 HUF Further reseach is required to gather more information
  21. 21. FURTHER RESEARCH #2 More extensive market-, and competitor analysis More information about the ideal location Accurate price determination for each treatment Broader examination of the must have- and unique offers How to build the customer loyalty How to publish the services Establish the communication strategy, etc. Topics in which the research can help
  22. 22. S.W.O.T. S TRENGTHS W EAKNESSES T HREATS O PPORTUNITIES • International background • Reliability • Newness in the Hungarian market • Desired services and products • Narrow target group • Loyalty of the customers • Solvency • High price • False location • Wrong target group definition • Inadequate services and treatments • Inadequate communication strategy • Coverage of the Italian lifestyle • Italian products • Costumers are not loyal yet
  23. 23. SUMMARY There are many competitors in the Hungarian beauty market especially in Budapest. The prices are reduced, 300 Euro/treatment is not recommended. The prospective location could be at the II. or the V. district. Wide range of services and treatments need to be offered. Opening hours: 08.00 – 22.00 at weekends as well. Gifts, discounts and special offers is required. Main communication channel is the Internet. Multilingual, useful web page is needed. Luxury, well-being, indulgence, tranquility need to be communicated. Further research is needed to ground the decision-making process.
  24. 24. CONTACT Online marketing Agency Szinte Romulus Loránd Online marketing specialist +36 70 357 2045 +36 70 708 2263 online@profitonline.hu www.profitonline.hu Blog: www.szinte.wordpress.com Marketing Agency Pordán Tamás Director +36 30 941 0852 tompordan@wprodukcio.hu www.wprodukcio.hu

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