Marketing Strategy for Beauty Clinic

This document discusses the importance of developing a marketing strategy for a beauty clinic, including identifying target customers and analyzing competitors. It also explores the significance of gaining customer feedback and implementing corrective actions to improve market performance.

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Marketing task
Name
Institution
Date
Task 1: impact of marketing strategy
Before developing a marketing strategy it is was important to identify business position and idea
that the beauty clinic will hold in the market. Essentially, it is a linchpin to know target customer,
their problem, interest, needs and how you can do better. Further analysis of competitor can help
you modify your products to fill the issue they face or advance the product accordingly. This
type of data will assist in finding suitable market research and have a unique selling position.
For example, it is a good idea to choose social media as it dominantly used in this sector. This
includes Facebook, Instagram, and Twitter. Furthermore, website and referral program was used.
Marketing tools Indicators Remarks
Social media Comments, likes, followers Attained more than 1000
followers every month
making it a success
Referrals program Rewards, conversion rate More than half of customer
referred us to their friend out
of which 3 out of 4 referral
become our client, making it
be a success
Website Visitors, number of booking, More than 200 people either

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customer queries, and
feedback
enquired or visited the site
but only 5% were converted
to a customer, therefore,
conversation rate was low
Secondly more booking was
able to book through the
website meaning that there
are potential of growth if
customer get used to booking
online
. Task 2: gaining customer feedback
1 Seek customer feedback
Customer feedback is valuable to step of obtaining ideas to enhance the enterprise. When
scouting for feedback is good to make the process easy for the clients to offer their ideas and
suggestion for improvement (Business.gov.au. 2019). Secondly, it is necessary to implement
changes as per the feedback received. Lastly, the business should recognize an individual for
taking part in giving their feedback.
Reaction on customer feedback

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Feedback is collected using survey, comments on websites or product review, and social media
likes and comments. Positive feedback shows that the customer is happy and is reflected in
positive comments and like. For negative comments means that customer are not satisfied and
something needs to be done (Business.gov.au. 2019). Through this feedback, one has an
opportunity to improve customer services and business processes. Additionally, it gives you a
chance to address customer concern or complains and turn the experience to a commendable one.
Obtaining the feedback further allows the organization to improve the product or differentiate the
product from the competitor. Taking time to assay and take suggestion may result in increased
customer and referrals, positive word-of-mouth, and increase overalls sales and incomes.
To continue seeking customer needs and expectation, the business will do the following to
encourage feedback.
Form or surveys
Survey and forms will be printed and placed in the sales counter and reception. When such a
form is dully filled. It worth to tell the customer to answer correctly as it is used to improve
service delivery. Also, on the website survey will also be placed and letting people comment on
webpages and blogs.
Social media channels
Social media engages individual by posting questions regarding good and services, and directly
requesting for feedbacks. Other tools such as surveys and polls can help collate the feedback.
Email or phone feedback

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A toll-free number or email will be available for the customer to contact in case there is any
complaint or suggestion.
After sales follow up
Customer can be asked directly, face to face about the services he has received. Alternatively, the
customer will be contacted 1 to 3 business day through phone or emails about the services he
received.
Reviewing customer data
Gain insight into customer trends and preference is important. For instance, its sales are high
after lunchtime, then more staff will be added during that time.
Task 3: correction action
Filling performance gap
Collecting feedback and implementing changes is important. In regard, employees must be
informed about the changes and capacity to enforce them. For that reason, personnel will be
well-informed, goals defined, and proper training instigated. Some of the method to improve
market performance includes
Engaging employees

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Workers are most productive assets in the beauty industry. By developing a workplace setting
that supports innovative thinking and actions will motivate the employee to share skills,
suggestions, experience, and recommendations.
Encouraging customer service culture
It encourages proper customer service within the workplace, adequate recognition program will
be started. Those who perform remarkably are given tokens like gifts, cash, and bonus. As such,
it will contribute to the sharing of ideas, honest and open individual and encourage people who
are self-drive and take initiatives.
Leading by example
Employee love leaders who take action rather than words. The business leader would be the first
people to take specific roles that increase marketing position by providing new thoughts and
encouraging others to follows. Besides, one should be easily approachable and open
communication implemented.
Offer training
Providing necessary training immediately after determining the employee skills gap is
Offer training
Proving training and education staff that will inspire new approaches and thoughts to the
enterprise. They will incorporate additional ideas and business will gain from possible new
techniques and the idea that they have learned.

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Communication
Communication help improves performance as efficient communication help individual to
receive marketing framework, understand them and receive feedback from management. From
such employee are able to understand the vision, culture, and objective of the company. By doing
so, they can effectively implement marketing strategies set forth by the institution.

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Task 1
Task 1: key products
 product –
Beauty therapy services such as massage, waxing, and facials
Task 2: environment analysis
The Australian government connotes hairdressing sectors as hair-related services including
facial, coloring, styling and waxing. The beauty therapy sector has increased over the past
decade. Growing population and rising image consciousness have precipitated demand for
beauty treatment products. The propelling popularity of beauty treatment like microdermabrasion
and laser hair removal has increased earning in some segment. But declining consumer sentiment
and weak household earnings have hindered expansion over the periods. It is expected that
industrial revenue will continue to rise at a rate of .0.8% per year reaching $6.5 billion this year.
In 2017, the industry had employed a total of 54,400 which will reach to 58,200 by 2022
In 2018, the skills which were in demand include speaking, active learning, services orientation,
and critical thinking as shown below.

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Occupations and in demand
Forecast
There are growing trends towards business offering beauty treatment like makeup services and
waxing. This is consistent with current trends towards services diversification across the
industry. Business can also provide free Wi-Fi, booking, drinks, and foods in order to attract
customer as well as adding value proposition of the firm. This suggests employees may require a
wide range of skills in beauty service and customer care.
Further, there is the importance of social media presence in the beauty industry. Consumer
spends significant time researching product purchase, comparing option and reading testimonial
using social media. This means that the enterprise needs to build and sustain social media
presence to gain a competitive edge within the sector.

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Task 3
The region will serve middle-class customer whose ages range from 20 to 45. Most of these
customers are women but there will also men. The business will further maintain focus on retired
individuals who are available during the day. Customer will come from Greencare and its
environs as well as visitors who come within the region.
Task 4: competitor analysis
Beauty On Boronia
Beauty salon16-18 Boronia Rd
Phone number · [phone]
This company has been operating for six years and has 22 employees. Its main strength is that it
has been operating for long and it has a wider customer base as it has well-trained beauty
therapist. However, weakness of it is that it is still using traditional equipment which new
customer may fail to adopt them.
Kim's Holistic Beauty Therapies
2/46 Mimosa Rd Greenacre, NSW
Phone: [phone]
The institution has been operating for fifty making it the oldest clinic in the town and has more
than 200 employees. It has key strength which makes it outstanding within the region. It has a

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variety of service such beauty therapist, makeup artist, hairdressing, nail therapist and so forth.
To start, it has qualified experts with adequate training. Secondly, located strategically where it
can be accessible to a wide range of customer. Additionally, its customer can access different
business entity branches promoting its brand holistically. On the dark side, the company has a lot
of delays and complains due to overcrowding place.
Sophies beauty room
Location: Shop 7, 57 Mimosa Road, Bossley Park, 2176
Store: 02 9823 2308
Email: [e-mail]
OPEN HOURS
Monday: 10am – 7pm
Tuesday: 10 am – 7 pm
Wednesday: 10 am – 8 pm
Thursday: 10 am – 7 pm
Friday: 9am – 5pm
Saturday: 9am – 3pm
Sunday: CLOSED

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Public Holidays: CLOSED
The company was established in 2001 with 33 customers. This enterprise has a competitive
advantage because it has 24 hours online support system, the high customer base of more than
700 loyal customers. Also, it operates to more than one place including Western Sydney (Near,
Abbotsbury, Prairiewood, and Wetherill Park) and Bossley Park. However, its weakness is that it
has a poor management system.
Task 5. Marketing mix
The company aims at using social media advertising as the main source of reaching to the
customer and extending its brand nationally. First, the company will start to increase its social
media such as Facebook, Instagram, twister by being consistent with it while talking to a
customer while using promotional ads attract a potential customer to like, follow and watch
pictures and video in our channel.
The second approach will use its referral program where our loyal customer will be ambassador
to our shop. Every referral earns a 50% discount on the normal price. This will encourage them
to invite their friend to our shop.
Thirdly is using the company website to communicate and update thing to the customer. To
increase its ranking on searching, we will pay third parties to host our link to their website as
well as to conduct SEO. Therefore, will be able to lure more potential customers
Social media

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Social media involves online communication channel that will help the business to share
information and communicate with clients instantly. These platforms can assist the firm reach
potential and existing clients, establish online community promote and sell your goods and
services. Some social media services like YouTube, LinkedIn, Twitter, and Facebook can be
used to increase market reach, collaborate with people and expand business networks. Hence it
will promote our products.
Website
The website presents many benefits and opportunities for the entity. With the customer being
able to access a broader range of products means that information is reachable to many people
and one cannot miss a thing. Further, the website allows the product to be described in details
and get information about the world about them. Hence it promotes our products.
Task 6: Digital devices and effectiveness
Social media and websites are two types of technology that will be used by the business.
Social media
Social media involves online communication channel that will help the business to share
information and communicate with clients instantly. These platforms can assist the firm reach
potential and existing clients, establish online community promote and sell your goods and
services. Some social media services like YouTube, LinkedIn, Twitter, and Facebook can be
used to increase market reach, collaborate with people and expand business networks.

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Effectiveness of social media
Social media facilitate communication with the customer, help to find what people are
explicating about your services, products and brand, importantly, it can be used for promotional
gateways and advertising. Moreover, it can be used to reduce marketing cost, build customer
loyalty, escalate sales, and increase brand exposures
Website
The website presents many benefits and opportunities for the entity. With the customer being
able to access a broader range of products means that information is reachable to many people
and one cannot miss a thing. Further, the website allows the product to be described in details
and get information the world about them
Significance of website is that it gives the shop digital shopfront, increase target audience, allow
your enterprise to operate 24/7, allow individual access the product any time, improve business
productivity and efficiency, enhance brand and increase customer engagement.
Task 7 Ethical marketing
Ethical marketing regard to the use of correct and acceptable standard when conducting
advertisement, marketing, pricing, and labeling products. As a moral institution, to false
information should perpetuate to gain a competitive edge over rivals or lure customer
(Business.gov.au. 2019). One is supposed to strictly observes existing laws ranging from
Competition and Consumer Act 2010 (CCA), labeling required by customs, obey industry-
specific policy such as health acts, compulsory products standard as per CCA. Further, the

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environment and employee also should be protected. This ensures that the business operates
ethically without offending or breaking ethical codes.
Part 2
Task 1: Business goal and objectives
Lamar beauty aims at quality products, excellent skin, and hair care, in a peaceful, comfy
environment. It will further offer a friendly work setting, respecting diversity and hard work.
Objectives
To develop service-based enterprise whose goal is to meet customer satisfaction

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To increase the number of consumers served by more than 20% every year through a remarkable
performance
To build a sustainable start-up entity, contributing profits to business and employment to the
society
Ensure commitment to the employee by employing and retaining qualified workers, training
them and supporting their holistic growth. We believe that the happiness of employee transforms
into supreme customer service
Task 2: Product and prices
1.1 PRODUCTS AND SERVICES
Products Treatment Time Cost
Organic Infusion Facial 50 min &12
0
Organic Express Facial 30 min $90
New age limit Therapy Facial 45 min $140
Dermalogica active Facial 60 min $150
Facial treatment
Light Therapy (LED)
Power Series
4 x 30
min
$310

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Glycolic Peel (15-25%)
Power Series
4 x 30
min
$300
Hydro-microdermabrasion
Power Series
4 x 30
min
$300
Restore Power Program
,,
3 x
treatm
ents
$500
Massage
Remedial 50min $130
Deep Recovery 60 min $120
Organic Relax 60 min $120
Customized Relaxation 60
mins
$130
TINTING
Last + brow tint $45
Brow Tint $25
Last tint 30
Waxing
Back $40

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Upper Lip $20
Brazilian $70
G-string $55
Half Leg $45
Eyebrow $30
Brazilian maintenance $50
 promotion
Website, social media, and referral program as discussed in
Website and social media are prevalently used in Australia. Media such as Facebook has grown
and becomes the most widely used site within the country. A recent statistic shows everybody
uses Facebook hence becoming an important tool to get customers. Demographic information
indicates that youth from 18-29 year are major users accounting of 87% of users. 53% of who are
females and 47%. In effect, social media will become one important avenue to attract customer
to promote sales and profits.
To generate sales, videos, and photos will be posted every day on the social media site. Also,
some post will have special featuring like coupon code so as to aggravate more sales on
Facebook. Besides, the customer will be encouraged to post pictures of their own tagging the
organization official page during or after our services has been rendered. Through this, the

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company can successfully make super profits. The website reveals products and services in
details which can be accessed 24/7. As such, more picture, price, products can be published so
that customer can have a holistic perspective of the company. Trough daily blogs, customer can
read material and importance of our service, therefore, promoting more sale
Social media and website is an ideal platform for our customer as real-time response and
information can get there. Moreover, the customer has access to the internet, due to the tech-
savvy of our society, using the means suits the purpose. For the company, there is less cost
associated with online adverting and also reach a wide reach people. Hence it meets most
company and customer needs.
Task 3: Staff role and responsibility (Social market and web manager)
 Planning, organizing and developing advertising campaign and policies to promote sales
and its objectives.
 Advising management and clients on advertising campaign and strategies to accomplish
market targets
 Creating customer awareness and successfully promoting features of company products
 Examining information concerning client pattern and preference to predict current and
future market trends
 Researching on demand prospects and market of new products as well as identifying new
opportunities
 Advising management on pricing, products mix, sales promotion, distribution, and selling
Cost

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Search Engine Marketing (SEM) activities
In-app advertising ($300)
Branding and artwork (50)
Online advertising ($100)
Market research ($200)
Giveaways and competitions ($130)
Salary ($60,000)
Time framework
The employee will permanent and a decision will be based on 2 months period.

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References
Business.gov.au. (2019). Social media Retrieved from https://www.business.gov.au/Marketing/Social-
media
Business.gov.au. (2019). The 5 Ps of marketing Retrieved from
https://www.business.gov.au/marketing/advertising/the-5-ps-of-marketing
Business.gov.au. (2019). Complying with the Competition and Consumer Act Retrieved from
https://www.business.gov.au/products-and-services/fair-trading/complying-with-the-competition-
and-consumer-act
Business.gov.au. (2019). website Retrieved from https://www.business.gov.au/marketing/websites