Marketing Strategies for ML Coiffure

Introduction

The paper is based on analysis of a salon business named ML Coiffure. It is a prominent business throughout the world. In present days, there are increasing customers’ interests in making hair stylish and fashionable. Growing concern regarding appearance has made this hair salon business much popular for modern day people. Furthermore, variety of hair problems such as hair thinning, hair loss, hair sensitivity and dandruff has also determined the demand for hair salons. Consumer inclination towards hair care is a strong driver of growth of this industry. Growth in per capita spending has additionally accelerates the sales of salon services and specialized hair care products through salons (Mordor Intelligence, 2018). Based on this aspect, the paper is going to analyze the marketing strategies of ML Coiffure in terms of segmentation, targeting and position and accordingly provide recommendations to it in order to enhance its performance.

Company Overview

ML Coiffure is a professional saloon situated in Ajaccio in Corsica. It is specialized in hairstyle, care of beauty and health of hair. It provides exclusive saloon experience to the customers. ML Coiffure provides exclusive solutions and up to date trends in haircutting, hair coloring, hair caring and hair styling for enhancing the appearance. The saloon has professional and trustworthy expertise which provides solutions for hair dresser. In the hair saloon, there are various innovative professional products from variety of international brands such as L’Oréal, Revlon and Garnier among others. It also provides services ranging from pro keratin treatment to permanent hair color (ML Coiffure, 2019). ML Coiffure has its individual website which provides information regarding its key products and services. The website helps to promote the business to the target audience and act as a mean of communication and contact with them. Furthermore, the company also has presence in various social media websites such as in Facebook and Instagram in order to promote the business to large audience. One can find every popular hair care product in the salon in order to accomplish the optimum fashionable haircuts for the hair.

SWOT Analysis

The SWOT Analysis of ML Coiffure is as follows:

Strength

The Strength of this hair salon is its successful marketing, stronger management of clients and advanced technology which is being used in it. Moreover, the well-trained team and proper location of salon at residential area acts as a competitive advantage for this salon. The separate room for styling hair and hygienic environment are also the strength ((ML Coiffure, 2019).

Weaknesses

the weakness of this hair salon could be the lack of proper stylist training and poor care of the customers which could hinder the income of the company. Moreover, the lack of inventory as compared to competitor’s salon could also be the weakness of ML Coiffure.

Opportunities

While the strength and weakness defines the internal aspects in the analysis of hair salon, opportunities and threats evaluate the external aspects of the salon in SWOT analysis. the ever-changing trends and styles of the hair could act as an opportunity for the ML Coiffure hair salon ((ML Coiffure, 2019). Opportunity also includes the introduction of newer styling methods and hair styles along with newer brands and product lines to attract the new clients.

Threats

ML Coiffure could possess the threat of the changing laws and regulation along with the newer policy in this industry. Moreover, the entrant of new salon at same location could also act as the threat for this salon. Moreover, the provision of the services in lower price by competitor is one of the bigger threats for the ML Coiffure hair salon.

Technology

Any of the hair salons which expects to grow needs to keep pace with the upgraded and changing technology so as to maintain the competitive edges. The usage of salon information system is not only limited in the hair salon, but the effective usage of technology could help in running the business successful. Virtual imaging, information systems and physical technology are the technologies used to safeguard style and texturize the hairs of clients. ML Coiffure will also make the usage of these technologies so as to achieve higher benefit and brand name.

DNA Marketing

ML Coiffure is presently making the usage of old DNA Marketing so as to book an appointment. In this process, the appointment is taken after reviewing the numbers which is being noted in telephone books. There are company which regroups all the company’s detail and their activities and print them twice a year in some magazines and regional newspapers (Lockhart-meyer, 2015). Word of mouth is also one of the good marketing strategy where customers talk regarding the company’s execution.

Salon management

Salon management is very complex procedure due to various tiny procedures being located in it. Information management programs possess all of the amenities which is needed by a salon to manage its work. The advancement in technology have designed a web-based and desktop programs for the hair and beauty salons. There are various functions and options being available such as accounting, payroll, financial reporting, schedules, inventory control and customer relationship management (Kotler & Armstrong, 2006). ML Coiffure will also take the use of such salon management software’s so as to upgrade its workability and also make them updated. This company can make the usage of free software, such as SuperSalon, Vagora and SalonBooker which provides the facilities of free trail periods and have varied structure of pricing.

Virtual Imaging

Hairstyle and cosmetic imaging technology help the clients to see their “after style” before the beginning of the work. this technology only takes a camera and some minutes so as to present a client with the image on how she/he will look in different styles and color of hair. Many of the programs possess the standards catalog of different hairstyles, makeup tool and an option to add own ideas (Kotler & Armstrong, 2006). ML Coiffure will also make the usage of this technology so as to attract a greater number of customers towards them and make their work faster. This company could take these professional imaging programs with companies like SalonStyler.com and CyberImaging.com.

Social Media Marketing

Social media technology is termed as an effective marketing tool. The usage of the social media sites like Facebook, Instagram and Pinterest is helpful for the company to achieve success. the sales can be increased even when few of the likes are enhanced. ML Coiffure will also make the usage of social media sites to market its brand. This company could encourage its clients to take the selfies in hair salon and post it in their social media sites (Peagler, 2014). Moreover, this salon will also offer an incentive to those customers who will name the salon in their photos. Those photos could be turned into valuable word-of –mouth advertising.

Physical and Chemical Technologies

Physical and chemical technologies are those innovations which are designed to meet the needs of the customers. This technology possesses various appliances like anti-frizz hair driers, tourmaline hair straighteners, ion technology and seamless bristles in blow dryers and brushes which help in reducing static and frizz from the hair (Mirdamadi, 2014). It also possesses products and treatments which make this usage of the adaptation of the heat and nanotechnology to color the hair instead of the hair dryer. The heat distribution technology and digital heat controls helps in giving better distribution of the heat so as to reduce the issues of hot-spots and also prevent from over-drying which could cause brittle hairs (Peagler, 2014). ML Coiffure will also make the usage of all this technology so as to speeded up its work and make the customers satisfied. The usage of this technology can act as competitive advantage for this company.

Segmentation Targeting Positioning (STP) strategies

Marketing strategy is considered as the following of the recent trends and an adoption of the good theories and ideas. These strategies of marketing could be implemented with the business plan. each of the business is very interested in achieving the shares of markets so as to capture the higher number of customers. Those strategies are listed as:

Segmentation

Market segmentation is the procedure of splitting the potential customers prevailing in the market in different groups, or segments wherein customers shares a similar kind of interest and gets satisfied by the specified marketing proposal. The hair salon markets could be segmented into various groups. However, ML Coiffure hair salon will target mainly two segments of the present market which includes the women of 15-40 years and quality conscious customers (Mirdamadi, 2014). There is a formation of group which belongs to women of age 15-40 years. Female will be given the services where mother with younger children will also be welcomed. 15 -40 years of age women are style conscious and try to follow up their favorite celebrities. Thus, ML coiffure will keep on its eyes on young customers and will offer those discounts and monthly charts of rates. This company will also serve the latest fashion materials to its young group of people. Moreover, there are various people who search for those places which provide good quality services and reasonable prices (Clow & Kurtz, 2003). So, ML Coiffure will assure to deliver the higher quality of services in affordable prices. In additional services, company will offer massage services, manicure services, pedicure and facials. Customers can enjoy the relaxing atmosphere with enhanced quality interior decoration.

Targeting

Companies could work in an effective manner when it makes a smart targeting by giving its major focus on segmented areas. It helps the company to achieve profitability. It is important for the ML Coiffure to target the right clients as wrong choosing could destroy the whole business scenario (Uncles, Dowling and Hammond, 2003). ML Coiffure will be targeting the young generation women who are conscious about their style along with the aged people who maintain beauty and take care of their outer looks. This company will also organize timely workshops for free in various colleges and schools to make them fashionable and stylish. This can also flourish the brand name of the company.

Positioning

It is stated that one of the main reasons of company’s success is positioning. The location of the business firm is very important for its growth. the establishment of the satisfactory place as per target customer’s mindset distinct the company apart from other. The proper positing of the company enhances the profits. Since, ML Coiffure is situated in Ajaccio in Corsica where most of the residents are French and looks for cost effective services (Uncles, Dowling, and Hammond, 2003). All the leading hair salon on that areas are quite expensive and inconvenient. Thus, ML Coiffure’s hair salon could expect the good sum of customers in its local range.

Marketing Mix

The marketing mix is termed as the array of action and tactics which is used by the company to promote its brand, products and services in the market. The 4Ps constitute of marketing mix which includes Price, Products, Promotion and place. However, in the present context, extended marketing mix is also used namely 7P’s which possess process, people and physical evidence along with the other four elements of the 4P’s marketing mix.

Marketing Mix 4P’s:

Product: The products are the first impression of the customers to make the decision of buying it or not. In case of hair salon, the products are a service. ML Coiffure will possess trained barbers, shower and locket facilities, hair loss therapy, comfortable waiting room and a separate section to style hair to enhance popularity. Moreover, this company will also make the usage of the highly modern and convenient equipment and machinery.

Price: Price is one of the major complex factors in the salon business as this is a low margin business and competitors will always make an attempt to lower their price. ML Coiffure will provide its services in a lower price and will also act as an advertisement. This company will also combine other various services and offer them at lower prices. Weekend package, wedding package, family discount, friend discount, etc. are some of the ways through which this company will attract a greater number of customers towards them (Clow & Kurtz, 2003).

Promotion: It is those methods which is utilized to make the people aware of the services being provided by the hair salon. The number of customers who comes to hair salon are generally local and stay near to the location of hair salon. Thus, promotion is essential so as to make those people aware regarding the services provided in the hair salon and other various aspects. ML Coiffure will post regarding its services in local newspaper daily and the posters will also be fixed in the local areas. This company will make its websites so as to promote its business and special strategies of promotion will be used at the time of main events like Christmas, Easters, etc.

Place: Location is one of the highest priorities while promoting a hair salon as it assists in deciding the prices and target of the market. ML Coiffure will be located near the residential areas with few schools, offices nearby and colleges for the means of publicity (Lovelock & Wirtz, 2004). The residential area would be beneficial for this company as a greater number of people would visit to that salon which is nearby to their house. Moreover, this hair salon will also possess a separate styling section where customers could sit comfortably after their haircut and style their hair. This could also provide competitive advantage for this company.

Marketing Mix 7P’s

Processes: Process is defined as the effective ways of delivery of the services. It helps in determination of the satisfaction of the customers. The effective process is highly required as inefficiency could bring a vital issue in Hair Salon. ML Coiffure will make the usage of the hygiene and safe equipment’s for providing services and will change that equipment’s after every month. Furthermore, this company will take higher care of the customer satisfaction with quality haircut (Lovelock & Wirtz, 2004).

People: The prevalence of the right people is very important in any company as they are also essential part of the business offering as the products and services which is being offered to the customers. The employees should be well trained and possess experience so as to identify the customer’s needs (Kotler, 2003). ML Coiffure will interview in an effective manner while choosing the employees and will consider if those people have the ability to make suggestion to customers, evaluate the customer’s mood and ask feedbacks after haircut. Moreover, the employees should also be friendly and concentrated on their work.

Physical Evidence: Physical evidence is the form of services which is given to the customers in form of tangibility. ML Coiffure will also take care on physical evidence and will attract the customers with its interior and exterior decoration. This company will also create a homely atmosphere inside of the hair salon. Moreover, they will make the uniform of staff in light color with name of its salon so that customers could keep the name in their sub conscious mind. In addition to that, the company will also provide membership cards so as to give extra privileges like discounts (Kotler, 2003).

Recommendations

On the basis of the STP strategies, certain recommendations are provided for ML Coiffure’s hair salon which can help to attract more customers and therefore increase the sales.

Introduction of strong brand loyalty program: Brand loyalty program can help to win the hearts of the customers if ML Coiffure. Such loyalty program can be simple such as, scheduling haircuts for loyal customers, provide discounts on product purchase, on hair care services and rewarding the customers through some point-based system or certain kind of giveback (Jen, 2015). These strategies will make the salon much worthy for the customers and will certify that they will visit the salon again.

Strong networking: Strong networking is important in order to increase the client base. There are plenty of ways for ML Coiffure to increase the client network. For example, ML Coiffure can create different networking groups in several websites, where people can freely join. It can also provide its business cards to important potential customers and introduce the business (Taneja, 2016). It is a proven method to create a strong network, which will help to get access of more customers.

Request for Referrals: In order to enhance the business, it is recommended that ML Coiffure should ask for business to its existing customers. A satisfied customer would certainly spread the word of the salon and its services to others. However, since customers have busier lifestyle in present days, rather than waiting for their referrals, ML Coiffure can also send emails or messages to the most important customers, who love the services of the salon (Lockhart-meyer, 2015). This strategy not only helps to get in touch with the customers, but also create the possibility to relink with customers, who have not been visiting the salon for some time, as many beauty salon loses customers due to not staying in touch with them for long time.

Blogging: Providing free advice through individual or organizational blog will always be respected by the readers. This is a long run strategy, which comprises offerings thoughts, feedback and simple guidance. It is an established method to create new relationship and to obtain more customers over time (Lockhart-meyer, 2015). Although it is a time-consuming method, it can help ML Coiffure to establish itself as expert in the industry and become one to follow by people.

Promotion and Marketing: promoting the business, its offers, services and deals by several media platforms has become extremely essential in sustaining the business. In order to generate brand awareness, there is a need to set the appropriate market strategies. For this, ML Coiffure can start with organizing various marketing activities before any festivals or wedding season. Such as selecting appropriate wedding exhibition or festive fair and organize hair styling activity in order to promote the services to the audience and handover a leaflet or visiting card of the salon to the prospective customers. This can assist those to become aware about the hair salon services ML Coiffure provides. Furthermore, there are many wedding exhibitions which occur in the city, which are filled with many prospective customers (Halvorson, 2013). ML Coiffure can provide tempting offers to them in order earn their trust regarding the salon services.

Engage Efficient Employees: The services of salon are subject to the abilities of the employees. Therefore, it orders to enhance the quality of the hair care services, ML Coiffure require to recruit new breed of employees, who can understand the present generation customers and can accordingly handle their requests.

Conclusion

The growth of beauty industry is dramatic in the world. Male female both modern generation within different income levels appreciate treating themselves to the latest hair styles. This business is growing phenomenally, with various hair care products market is also growing. In recent times, hair saloon has become a lucrative business for people. Through proper marketing strategies ML Coiffure can enhance its performance in salon business. Providing quality services, managing customers, staying up to date with latest trends and fashions and developing better pricing are vital part for obtaining success in this business. Since, there are many salons; it enhances competition for ML Coiffure to maintain its customer base. Therefore, it is important for ML Coiffure to constantly renovate its products and services and stay in touch with the customers. Using different media to promote the products and services and introduction of new services can help ML Coiffure to obtain more customers. Furthermore, it is also important for ML Coiffure to understand the socio demographic characteristics of the customers and their requirements and accordingly develop promotional strategies, products and services to them.

References

Clow, K.E. & Kurtz, D.L., 2003. Service Marketing: Operation, Management and Strategy. Second Edition, Biztantra.

Kotler, P. & Armstrong, G., 2006. Principles of Marketing. Eleventh Edition, Prentice Hall.

Kotler, P., 2003. Marketing Management. Eleventh Edition, Pearson Education.

Lancester, G. & Reynolds, P., 2004. Marketing. Palgrave Macmillan.

Lovelock, C. & Wirtz, J., 2004. Service Marketing: People, Technology and Strategy. Fifth Edition, Pearson Education.

Uncles, M. D., Dowling, G. R. and Hammond, K., 2003."Customer Loyalty and Customer Loyalty Programs. Journal of Consumer Marketing, Vol. No. 20, No. 4, pp. 294-316.