SINCE 2016
HAIR STYLES D.C
MARKETING
Is the art and process of managing profitable customer relationships,presentes seven basic functions: customer analysis, selling products/services, product and service planning,princing, distribution,marketing research, opportunity analysis.
1. Demographic segmentation
Is market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education.
2. Psychographic segmentation
Is dividing your market based upon consumer personality traits, values, attitudes, interests, and lifestyles.
3. Behavioral Segmentation
Behavioral segmentation divides a population based on their behavior, the way the population respond to, use or know of a product. Consumer behavior is a subject studied in depth over time in marketing management.
4.Target Market
Our target market are people from the age of 2 and older. We work between street 200 to street 100 and from Avenida Boyaca to Avenida Septima, creating a need from these people to satisfy the want of feeling better making their haircut, handnails, etc. With the confort of being at home.
Selling product and service
We have created a Facebook profile for hair styles d.c in order to maintain contact with our customers talk about the company , publish offers, new products , improvements in the company, among others . Once our group take force it can create a direct contact where we will receive and answer any request or concern on the part of our client.
Product and service planning
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Test Marketing
The test marketing was developed by a marketing survey.
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Taking the results of the survey that we realized that 95% asist to the hairdressing
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More than a half of the respondents (51%) considered that assist to the hairdressing it's very important.
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For the 47% of the people prefers that the genus of the person who provide the service, its depending of these.
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Fortunately the 68% of the respondents affirm that they would be willing to receive the hairdressing service in their houses.
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Finally the 33% of the people prefers to request the service by Whatsapp.
Taking in account the results we conclude that the organization is accepted, liked and useful for the people who prefers or want a hairdressing service in their homes.
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Devising warranties
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If the service is delayed more than 20 minutes than what it was previously scheduled, the next service will include a free double time, basing on what the late time for this service was.
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If the service given either is bad or incomplete, the employee who provided that service, will assume 10% of the total cost of the next service free.
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Determine service options
We offer different types of hairdressing services, in order to have a good diversification and knowledge of services to satisfy the customer needs and preferences, we want to be the solution and preference of any kind of hairdressing services requirement for our customers.
The categories or options that will offer will be focused on specific ages, genus and styles of the person, specific customer needs and wants. Also the service may vary in the dimensions of the places that we will work on, and in the time we need to make an excellent service.
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Style and Quality
In order to obtain the best service to our customers, we focus on offering the best warranties, a fast service and the best personal with different skills and knowledge to develop any kind of hairdressing service for these reasons we thought that the principal quality is obtained by the cuts, manicure, pedicure and depilate specifications of each customer, providing highly specialized services.
Also, we want to be distinguish in our customer market as a brand that makes the best hairdressing service in the north zone of Bogota, also we want to be recognized as a service that is punctual (something that it's difficult in the place where we are going to work).
For Instagram we have created a profile in order to promote our services and to introduce our company through photos which describe the process by which we make the service, likwise on Facebook , we will be promoting all kinds of new services and discounts we launch for the convenience of our clients.
Pricing
We are going to start wtih a skimming strategy at te begining so we will be able to penetrate on the marker and get a bigger marker share than our competence, but then we are going to have a diferentiation strategy because of our superior service, and also because there are not companies with the benefits that we have what give us competitive advantage.
Distribution
Includes warehousing, distribution channels,
distribution coverage, retail site locations,
sales, territories, inventory levels and locations,
transportation carriers, wholesaling and retailing.
We stated a delimited zone in which we can begin working on the north zone of Bogota, with the purpose to provide the best service to our customers, with the best punctuality, and accomplish the time stated by the customer. The zone is between the “Carrera 7” street to Boyacá Avenue from west to east, and from 100 street to 200 street from south to north. The distribution of our service will be done by ourselves.
COST/BENEFIT ANALISYS
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The cost/benefit of advertising investment or publicity investment, will bring economic benefits to the company, due to the fact that our company will expand by the new market way of promotion, and our brand could be recognizing in social media. As an example, there is our website, Facebook Page, Instagram, WhatsApp and Brochures. $700.000
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The cost/benefit of offering promotion, could guarantee that our company could be choose due to the options and benefits that we are offering. We can demonstrate to our customers that our service is good enough and trustworthy. $900.000
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The cost/benefit of acquiring our personal that are the stylists, would be one of our most important aspects, because they will be the image of our company with the costumers, so these is needed for the development of the brand. Our filters to choose people are required for achieving our mission. $1.500.000.
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The cost/benefit of a controlling system of appointments could be available for our company, because this would be the base of organizing appointments, employees, other resources and this would prevent problems and a bad image of the company. $1.500.000
Marketing Research
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Taking into account that many people need to visit a hair dresser and they don’t want to move of their houses, or they cannot do it, it would be an opportunity for us to give a service that can supply one necessity and if it is not, create it. Looking for our competition we can see that the prices are very high and there are not many places in Bogotá that give this type of service. It makes us different of the other ones and gives us a competitive advantage.