Marketing Plan of Atone Lifestyle Salon, Melbourne

The Marketing Plan of Atone Lifestyle Salon, Melbourne
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Content
s
Introduction.................................................................................................................................................3
Situation Analysis........................................................................................................................................3
PEST Analysis...........................................................................................................................................3
Porter’s Five Forces Industry Analysis.....................................................................................................4
SWOT Analysis.........................................................................................................................................5
Marketing Objectives..................................................................................................................................6
Financial Objectives.....................................................................................................................................7
Segmentation, Targeting and Positioning....................................................................................................7
4P’s Marketing Mix......................................................................................................................................8
Contingencies and Controls.......................................................................................................................10
References:................................................................................................................................................12

Introduction
Atone is situated within the gorgeous, parochial, eclectic cul de sac i.e. North Melbourne. Atone
has a large number of loyal customers from far and wide. It has customers, who travel bi-
monthly or monthly from rural Victoria and throughout Melbourne taking in Kensington,
Yarraville, Flemington, Carlton, Docklands, Parkville, Southbank, Melbourne CBD, Albert Park,
South Melbourne and others. At Atone Lifestyle Salon, effort is being made to offer effective
skincare solutions and salon services to satisfy the financial and lifestyle needs of the customers.
It endeavours to notify and educate the clients, not only to sell products, nevertheless also raise
clients’ awareness regarding their well-being as well as the sphere of cosmeceuticals. It
endeavours to offer these services within a fostering atmosphere, which adds to the overall logic
of well-being. Further, this particular paper attempts to provide marketing plan for new service
i.e. organic massage being introduced by Atone Lifestyle Salon.
Situation Analysis
To start with, situation analysis could great assist Atone Lifestyle Salon, Melbourne in
identifying relevant internal as well as external forces, which could help the salon in attaining
long-term sustainability and competitive edge within such competitive marketplace. By adopting
SWOT Analysis, PEST Analysis and Porters Five Forces Analysis tool, an effort has been made
for understanding the manner in which different forces impact the operations, their present as
well as likely clients. The chief purpose of situation analysis is to understand the present
competitive situation of the Atone Lifestyle Salon, Melbourne in terms of marketplace needs and
the way it could assist in coming times.

PEST Analysis
According to Kotler and Armstrong (2004), PEST analysis approach is a highly effective tool
adopted for evaluating outside environment of a company or industry. The tool assists in
examining the Political, Economical, Social and Technical forces impacting the business
surroundings (Kotler, 1998). Furthermore, the below sections throw light upon the PEST
analysis of Atone Lifestyle Salon, Melbourne for attaining competitive edge.
Political Factors
 Alterations in government policies and regulations for the businesses
 Launch of new instruction initiatives for the beauty and grooming segment
 Government officials might levy higher of taxes upon businesses along with taxes on
banners and hoardings.
Economic Factors
 Increasing cost associated with grooming products and tools.
 Decreasing income and earnings of the customers.
Social Factors
 Changes in clientele i.e. the clients may be higher during summers, wedding seasons and
festive seasons as compared to winters or otherwise.
 Alterations in preferences and likings of the clients. People could any time move onto
some other beauty service provider they think is offering better services at better price.
 Wedding seasons could bring in high volume of clients
Technological Factors
 Adoption of up-to-date techniques for carrying out beauty services is an important factor
affecting this segment.
 The salon needs to be completely conscious about what exceptional methods are
prevailing within the marketplace and what methods are being adopted by the competing
brands.