review 1
jrsmith91
CuttingEdgeHairStudio.pptxCutting Edge Hair Studio
By Tanja Leonard
This Photo by Unknown Author is licensed under CC BY-SA
Preview
SWOT Analysis 3-4
Product Description 5
Product’s Features and Benefits 6
Market Segmentation 7-10
Integrated Communications Plan 11-19
Conclusion 20
SWOT Analysis
| INTERNAL | |
| Strengths | Weaknesses |
| Large, roomy, well lit, attractive salon floor | Management with minimal salon experience |
| Room for expanding stylist/nail services | Small staff-need more members |
| Room for expanding added services | Staff needs additional education in latest trends and techniques |
| Experienced personnel | Business and Marketing department small and needs more knowledge and experience |
| Team players | Manager needs to develop further management skills |
| Outgoing, friendly, attentive personalities | Manager needs to develop more hair dressing knowledge |
| Personal, friendly, attentive manager | Hesitation to infuse business-more money as needed |
| Manager has good interpersonal skills | Compensation system now in place returns profits |
| Dedicated marketing department | |
| Adequate funds to develop salon further | |
| Large very visible signs | |
| Dedicated business oriented department |
| EXTERNAL | |
| Opportunities | Threats |
| New potential customers constantly moving to area | Many salons in area |
| Centrally located to many communities | Many salons are established |
| Easy access and parking | Many stylists have loyal following |
| Age group of potential clients live in area | Many stylists reluctant to leave for various reason |
| Potential pool of employees positive both from schools and experienced | Reputation of salon bad, been damaged by previous owner-causing clients and stylists to leave |
| Potential pool of employees have followings | Business is negatively impacted by part time residents |
| New clients are returning clients, residents living the area who are unaware of the salon’s existence, new movers to the area positively impressed-generating referrals |
SWOT Analysis
Product Description
The Service is “Cutting Edge Hair Studio”, which is striving to be the go to salon.
The average person has a number of options when choosing a salon that best fits their needs and desires. What services are offered? How are the services priced? Is there a friendly but professional atmosphere? Will they feel like they are a priority? They want to enter a salon, feel welcomed and know that they are going to leave satisfied with the service that they have received. To this end, we feel that you will become part of our salon family with our ability to provide top quality service and a relaxing experience.
Cutting Edge Hair Studio provides hair, nail, and massage services to customers in the Ocala area of Florida. Cutting Edge is centrally located to a number of upscale retirement communities and primarily serves men and women in the 50 to 70 age group. Services are rendered in a spacious, relaxing atmosphere where clients are treated to hot and cold beverages, condiments, and pastries, and provided superior hair, nail, and massage services by a friendly, attentive, and engaging staff.
Hair services consist of standard and unique haircuts, color, and styles. Nail services include natural nail services, such as manicures, pedicures, nail color and nail art, and artificial enhancements in both open and private settings. Massage services offered are Swedish and Deep Tissue, sports and geriatric, as well as aromatherapy and post physical therapy massage. Massage therapy is provided in a private, relaxing atmosphere by a licensed, experienced, and compassionate therapist.
Cutting Edge also offers a variety of hair care products for purchase for use at home. Cutting Edge Hair Studio is striving to be the best in quality of service, atmosphere, and attentiveness to our clients’ individual needs and desires.
Product’s Features and Benefits
| Services Available | Benefits |
| Style and Cuts Woman’s Cut Woman’s Cut and Style Men’s Cut Shampoo and Style Kid’s Cut | Damage Control Freshen Up Avoiding Split Ends |
| Color Services Retouch Roots All Over Color Toner Glaze Refresher Foiling Custom Coloring Tip Frosting Double Process Cap Frost Color Correction | Feels Better Noninvasive Enhances Your Appearance |
| Texture Services Perm and Cut Perm, Cut, and Style Relaxer with Style | Reduces the Need for Styling Bulk Up Your Hair Make Your Hair Look Better |
| Natural Nail Services Gel Manicure Manicure Spa Pedicure Basic Pedicure | Treats Cuticles Maintain Healthy and Strong Nails |
| Acrylic Nail Services Full Set Fill Pink and White Full Set Pink and White Fill Cut File and Polish Change French Polish Nail Art | Nails Are Stronger Than Natural Nails Reduced Nail Biting |
| Waxing Eyebrow/Lip | Long Lasting Smooth and Silky Skin Softer and Finer Body Hair |
| Massage Swedish Massage Deep Tissue Massage Sports Massage Geriatric Massage Aromatherapy | Relieves Stress Boosts Immune System Short Term Relief from Chronic Illnesses |
Students
A large group of the students in this group are relying on their parents for monetary support and may only be working a part-time job. They are not very money conscious and still may think money grows on trees. The younger of this age group are relying on mommy and daddy to pay for the necessities of homecoming, prom, graduation, etc. Money is not any of their concern. They are happy go lucky and are very involved in the social cliques within their group of associates.
Market Segmentation
Young Professionals
The Young Professionals are those who are working with a passion trying to maintain their career and their household. They have children and other obligations as well as careers. They may be struggling to get by but are aware of how far their money goes. They are fairly comfortable with budgeting their finances to be able to save for splurges and for the future. They are working towards a better life for themselves and for their families. They know when they need to destress for the sake of their sanity. They are highly knowledgeable to the newest technology and how to utilize it.
Market Segmentation
Mature Over 50’s
The Mature Over 50’s group is the fastest growing segment of the population. They are already established in their lives and have raised children. They have more finances to splurge on wants versus needs. Their lives at this age revolve around themselves and what they want to pursue, for example: appearances, vacations, and possessions. They feel at ease when it comes to spending money on themselves to look and feel well and they want the services they pay for to be done correctly. They are involved in their communities and the activities within it. They are very brand loyal and are quick to spread the word on positive/ negative experiences. They feel as though they have paid their dues in life and expect to be treated with respect and valued. They feel as though their time is precious and they stick to their schedules.
Market Segmentation
| Students | Young Professionals | Mature Over 50’s | |
| Age: | 16-23 | 30-45 | 55-70 |
| Relationship Status: | Single | Single/Married | Single/Married/Widowed |
| Professional Status: | Student/Entry-level work | Steadily employed | Steadily employed/Retired |
| Children: | None | One or more | One or more |
| Income Level: | Low-level Income | Mid-level income | Mid to High-level income |
| Psychographic Areas of Concern: | Self-Image Conscious | Obsession with Success | Very “me” oriented |
| Non-Money Conscious | Overworked (Need to take time to decompress) | Conservative | |
| Extremely Social | Can be Highly Spiritual | Image Oriented | |
| Strongly Attached to Technology and Media | |||
| Laser Focused |
Market Segmentation Summary
Integrated Marketing Communications
Magazine Ad
Direct Mailer
Billboard
Internet Ad
| Marketing Plan: Integrated Marketing Communications (IMC) | |
| Action Item Name | |
| Cutting Edge Hair Studio Magazine Ad focusing on Nails | |
| Action Item | This is a magazine ad. |
| Description | The ad displays a set of beautiful nails. It displays the name of the salon “Cutting Edge Hair Studio”, the hours of the salon, the services available, the address, and phone number. It also displays the invitation to have Jill do your nails and the expectations you should have when receiving your service. It also displays a coupon for new clientele for 20% off. |
| Objective | Hope to attract people to the Salon and have them try out our nail services. |
| Target Market | Young Professionals and Mature Over 50’s |
| Budget | $210 per month |
| Metric | Ask the customer how they heard about the Salon and keep record of it. |
cutting edge HAIR STUDIO A Full Service Salon HAIR, NAILS, MASSAGE THERAPY
When you want more than just a nail appointment. Come, see Jill, and experience the difference in Nail Artistry.
Friendly, Engaging, Beautiful
352-854-1178
20% Discount for New Clients
Tues – Fri 9 – 5
Sat 9 - 2
8820 SW State Rd 200
Ocala, FL 34481
| Marketing Plan: Integrated Marketing Communications (IMC) | |
| Action Item Name | |
| Cutting Edge Hair Studio Direct Mailer | |
| Action Item | This is a direct mailer. |
| Description | Provides a general idea of what the salon offers and the level of expertise and experience that it empowers. Mentions the type of atmosphere and the commitment to customer satisfaction. Shows the type of high quality products being used within our facility. Full service capabilities described. Displays salon name, address, and phone number. |
| Objective | Hope to attract people to the Salon and have them try out our variety of services. |
| Target Market | Young Professionals and Mature Over 50’s, Also New movers to the area |
| Budget | 5000 units $2775 |
| Metric | Ask the customer how they heard about the Salon and keep record of it. |
Cutting Edge Hair Studio is a full service salon dedicated to providing the highest quality services and products. You’ll feel and see the difference when you walk through the door. You will be welcomed by our staff into a warm, inviting atmosphere, where you can leave the cares of the outside world behind.
Our staff is committed to providing you with exceptional personal service and attention to detail. Their backgrounds include experience in traditional, as well as all the latest color techniques and styles, nail artistry, and massage therapy.
Here, you and your needs are our most important responsibility. You can be assured we will take the time to get to know you, understand what you want and provide the care you deserve and expect.
Cutting Edge can provide a wide range of superior services for every age and gender, including shampoos, haircuts and styling, color treatments and perms, waxing, nail services and more.
We work with some of the best suppliers of hair care and beauty products in the industry. To help you maintain that quality salon look, Cutting Edge offers our professional hair and beauty products to purchase and take home.
Cutting Edge is also committed to the community we do business in. We support local schools and charitable organizations throughout the year. In October Cutting Edge promotes Breast Cancer Awareness Month by contributing a portion of our proceeds and recognizing breast cancer survivors and fighters.
Your experience and satisfaction is our highest mission and we will work hard every day to meet and exceed your expectations
cutting edge hair studio
352-854-1188
8820 SW State Rd 200 Ocala Florida
| Marketing Plan: Integrated Marketing Communications (IMC) | |
| Action Item Name | |
| Cutting Edge Hair Studio Billboard | |
| Action Item | This is a billboard. |
| Description | Featuring eye catching model with an updo, bright colors, large lettering , short and straight to the point. Features the name of the salon, address, phone number, and website. Also features services available. |
| Objective | Hope to attract people to the Salon and have them try out our variety of services. |
| Target Market | Students, Young Professionals and Mature Over 50’s |
| Budget | $1500-$4000 per month |
| Metric | Ask the customer how they heard about the Salon and keep record of it. |
cutting edge
HAIR STUDIO
352-854-1178
8820 SW Hwy 200, Ocala, Florida 34481
Hair Massage Therapy Nails
www.cuttingedgesalon200.com
This Photo by Unknown Author is licensed under CC BY-SA
| Marketing Plan: Integrated Marketing Communications (IMC) | |
| Action Item Name | |
| Cutting Edge Hair Studio Internet Ad | |
| Action Item | This is an internet ad. |
| Description | Displays salon name, address, and phone number. Describes our warm welcoming atmosphere and the importance of having a place to go to relax and have an outlet to release. Emphasizes the use of massage therapy for medical purposes, improve circulation, and improve the immune system. |
| Objective | Hope to attract people to the Salon and have them try out our massage services. |
| Target Market | Students and Young Professionals |
| Budget | $100-$500 per month |
| Metric | Ask the customer how they heard about the Salon and keep record of it. Also can keep track of the number of hits we are receiving. |
Whether you want a few moments of relaxation, a release from the tensions of the world, or have a physical ailment or debilitating disease that needs treatment, massage therapy can enhance your overall emotional state and physical well being. Tremendous benefits can be derived from massage treatments performed by an experienced and licensed Massage Therapist. Those benefits are many, from stress reduction, improved circulation, reduced muscle pain to the elimination of toxins built up in the body.
Stress is ever-present in our lives today and it doesn’t look like we’re going to eliminate it any time soon. That’s why we're constantly looking for ways to relieve the stress and feel better emotionally and physically. Regular exercise and meditation helps a great deal, but, in many cases, is not enough. Now, medical research is pointing to massage therapy as a great supplement to these programs to reduce stress. Not only do we feel better mentally, massage therapy seems to boost our immune system, helping us fight off colds and flu, and debilitating diseases as well. Doctors and Physical Therapists are beginning to recommend regular sessions of massage therapy to their patients, in addition to exercise and healthy eating, to round out a healthy lifestyle.
Here at Cutting Edge, the Therapy sessions are carried out by a highly qualified, licensed and experienced Massage Therapist, in a private room set aside for that purpose. You will find a thoroughly relaxing atmosphere, with soft lighting and relaxing music. You’ll be able leave the cares of the world behind as you let anxiety and stress slip gently away.
cutting edge hair studio
352-854-1178
cuttingedgesalon200.com 8820 SW SR 200 Ocala, Florida 34481
Conclusion
Cutting Edge Hair Studio is striving to be the go to salon for all your needs. Come in and let us pamper you the way you deserve to be.
