Aanana Salon Marketing Strategies Analysis

This assignment delves into the marketing strategies employed by Aanana Salon, analyzing customer feedback gathered through a survey. The survey explores topics such as customer preferences, factors influencing purchasing decisions, perceived value of services, and the effectiveness of various marketing activities. The analysis aims to identify key insights and provide recommendations for Aanana Salon to enhance its marketing efforts, attract new customers, and foster customer loyalty.

Marketing in Beauty
Salon and Services
Sector

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW ........................................................................................7
Concept of marketing..................................................................................................................7
Role of marketing activities in attracting consumers of Aanana Salon......................................8
Factors which managers of Aanana Salon consider while marketing.......................................10
Issues which arise while marketing salon services to consumers.............................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................13
Data analysis.............................................................................................................................13
Sampling...................................................................................................................................14
Cost, ethics and time scale .......................................................................................................14
Questionnaire ...........................................................................................................................16
CHAPETR 4: DATA ANALYSIS ..............................................................................................20
Discussion on primary data.......................................................................................................20
4.2 Discussion on secondary data.............................................................................................32
Chapter 5: Conclusion and Recommendation, Self Reflection.....................................................34
Conclusion.................................................................................................................................34
Recommendation.......................................................................................................................34
Self-reflection............................................................................................................................35
REFERENCES..............................................................................................................................37
APPENDICES...............................................................................................................................40
Ethics Application Code ...............................................................................................................42

1TITLE:
“Marketing in Beauty Salon and Service Sector.” A case on Aanana Salon.
2CHAPTER 1: INTRODUCTION
Over view of the Research
Marketing is considered as an effective study or management of exchange relationships
with one another. The study of marketing is an essential piece for determining the performance
of an organisation, thus it is an effective process of creating relationships with customers in
respect to satisfying their needs and wants (Biradar and Choudhary, Innovative SOumlil, 2015).
In the context of business management marketing is recognised as one of the premier aspect.
Marketing is what an organisation, individual and concern develops customers and create higher
income, guides the future course of a business, however it also defined whether it will be a
success or a failure for the growth and success of firms. Marketing is the key aspect for the
growth and success of a business as marketing is effective in developing the operations of firm at
market place (Amarian, 2015).
In another words marketing is also define as the key activity which is carried on through
the specific purpose of conveying information in regards to the quality, use and value of their
offerings in respect to promote or sell the good and services in proper manner within the market
place. In the modern environment people are very much conscious about their looks and skins
and they are based on the services of salon, thus now a day's salon is the most leading business
which has wider scope in the business context. At the time when the concept of salons was new
in the commercial centre, people had their own perception and notion that they were expensive
and were meant for only people with effective financial background. In the earlier timing people
were not using salon facility because they have their own believe in the natural ingredients and
using them for their beauty purpose. Salons are providing basic services like haircuts, shaving
etc. and these were approached by individuals and they were not too keen on experiencing other
services (Timming, 2015). With the change arises in time and the perception of people, the
equation among the salons and the customers has gradually changed a lot and basically a positive
relation can be shown. Now a day's Consumers are more tending towards experimenting with
their looks and utilise each and every service available at their disposal. The growth of this sector
is based on the result of the interest of the consumers that are managed in the market due to the
1

latest trends and happenings. In this particular project Aanana Salon is the chosen organisation, it
is a health and beauty salon which offers effective services to their customers. The major purpose
of the firm is to attaining higher growth and success within the market place by properly
marketing their operations and function (Rambe and Mpiti, 2017). The existing exploration work
contains the role of marketing in attracting consumer to avail services of organisation. In this aim
and objectives will be developed to providing a clear path way to the researcher to execute the
research activities in right manner and also provide support to the research in proper manner. In
this proper literature review will be executed for the purpose of addressing the issue in effective
way in the manner of justifying the data by determining the views and opinion of various authors
and writers. Along with this suitable methodology will be selected to support the literature
review and data analysis and interpretation will also be conducted to analysing appropriate
findings of the project.
Background of the Research
Marketing is referred as a set of action that are affiliated with creating, human action,
providing services, and making exchange in offerings that have value for people like customers
for attaining satisfaction and organisation as well in terms of profitability. In business context of
saloon, the purpose of marketing is to convey value for users in the manner of identifying their
needs, satisfying them, and retain them for long run of business operations (Hale, 2015). This
investigation will express the function of marketing in enhancing the performance of saloon and
beauty industry. Now a day's beauty salon has developed various opportunities to attain growth
and success through satisfying the needs and wants of customers at market place. Aanana Health
and Beauty Salon is a large beauty house which has evolved into a holistic range of treatments in
pinier. The company also provides wide range of saloon facility to the customers that are
beneficial for their beauty and skin (Srinivasan, 2014). The major concern area of the firm is to
providing effective beauty care facilities and products to their customers in respect to retaining
them for long run of business operations. The company has started its business operations from
the year of 2006 and focused on improvising the look of people by providing them beauty care
benefits. The company is concern about using proper marketing for attracting customers towards
its offerings in terms of attaining higher growth and success within the commercial centre. It is a
large beauty and health care saloon which provides variety of services for maintaining the living
of people at market place (Gouvea, Kapelianis and Montoya, 2018). Aanana Salon is a most
2

leading multinational beauty and health care brand which operates its functions at global level
and the potential worry on catching a wide territory of market in regard to accomplishing high
development and accomplishment at commercial centre. Advertising have a place with be a
significant viewpoint that performs compelling job in improving the powerful picture of
individuals in the outlook individuals. This make different advantages in the development and
execution of firm. Higher client fascination is viable in building up their profitability and
execution of an association inside the business focus.
Significance of the Research
The research into consideration is based on the role of marketing in attracting consumer
to avail services of organisation within the commercial centre. This is a wide area of research
that plays vital role in developing the skills and knowledge base of learner and researcher in the
chosen area of study, thus this research is also effective for the individuals who are belongs from
the area of management (Sunanta, 2014). This research is completely based on marketing
activities and the role of marketing in developing the operations of saloon and beauty industry.
This study provides a brief idea about the role of marketing in terms of developing the operations
and functions of an organisation. This study mainly covers the area of marketing and how it is
beneficial for attracting consumers towards the organisation and its offerings. In today's
competitive scenario individuals are much concern about their looks and they want to make their
self-stand out in front of people and society (Sethi, 2017). Beauty salon and health industry is
effective in providing effective beauty and health care benefits to the people and retain them for
long time. However, in the beauty salon industry competition is so high within the market place
and businesses are focuses over using extraordinaire marketing tools in respect to enhancing
customers reach through offerings them highly attractive and cost effective benefits. This study
also has importance for the people who are having interest in the similar area and wants to
develop their knowledge and skills in the area of marketing and its role.
Rational of the Research
The reason behind conducting this research is to evaluate the role of marketing on sales
and profitability of beauty salon. With conducting this research, researchers can become able to
understand importance of marketing and different types of marketing which helps to attract more
and more consumers (Ouellette, 2017). Researcher has personal interest in field of market and as
3

there is more trend of saloon services among people, so their perception about saloon with
advertisement and marketing is known within this research.
Aim of research
Every research is performed in respect to reaching at some set of aims that provide the
proper directions and path to reach the final goals. This constituted as the most important piece
of research, as it is necessary for the researcher is to be focused towards the aim in order to
providing a momentous direction to the researcher to carry out the investigation work in right
direction. It also considered as the predetermined statement in which the issue of research is
mentioned in clear or concise manner (Ganesan and Saravanaraj, 2014). This section of the
research performs an essential role in determining the variables of the research in a statement
form, which provides a clear vision to implement all investigation activities in appropriate
manner. The essential aim of this particular research is “To understand the role of marketing in
attracting consumer to avail services of organisation.” A study on Aanana Salon.
Objectives of research:
Research objectives can be refers as the essential consequences of undertaking that gives
appropriate help to the researcher to builds up a couple of recommendations and proposal rely
upon amassed data. In this some specific centres must be made that are subsidiary with the
examination point (Liebelt, 2016). Objectives assumes a fundamental role in characterizing the
reason for research in proper way, some basic destinations of research are portrayed as under:
 To understand the concept of marketing.
 To study the role of marketing activities in attracting consumers of Aanana Salon.
 To determine the factors which managers of Aanana Salon consider while marketing.
 To analyse the issues which arise while marketing salon services to consumers.
Research Questions
This is also a significant part of an investigation work thus the present research is based
on the role of marketing in attracting consumer to avail services of organisation, This is a wide
area of research. It is the major obligation of investigator is to addressing the issue through
analysing the opinions and views of writers and authors way (Battisti and et. al., 2014). This part
of the investigation is majorly encouraged the researcher to finish the work through considering
all the aspects in a compelling way. The key questions related to the similar area of work are
associated as below:
4

 Do you understand the concept of marketing?
 What is the role of marketing activities in attracting consumers of Aanana Salon?
 What are the factors which managers of Aanana Salon consider while marketing?
 What are the issue which arise while marketing salon services to consumers?
Frame work Analysis
It is one of the basic angle for every business relationship for coordinating the
investigation adventure in incredible manner which may help in accomplishing positive
outcomes. It should be conceivable by a fitting packaging works and structure in which expert
easily give their investigation adventure the purpose of illustration out all of the activities in
conscious manner (Lidola, 2014). Nearby this, investigator set up the whole structure for
choosing the effective ways to deal with perform analyse exercises. In this interesting situation,
the rhythmic movement contemplate is consider following the centres which consider by the
researcher at the period of driving investigation:
Chapter 1: Introduction
It provides a concise review of field of marketing of beauty salon. In addition to this
segment also decides the target that are to be completed through considering the work in proper
manner. This section provides a clear direction to the researcher to carry out the work in right
manner.
Chapter 2: Literature Review
This is the second and important aspect of an investigation work, thus it is effective in
providing a significant direction to the researcher to carry out the work in right manner by the
execution of in-depth analysis (Buckingham, 2015). This part plays vital role in developing a
theoretical frame work by analysing the views and perspectives of various authors and writers,
thus in this writers are selected who are having idea regarding the similar area of work. In this
information has been gathered from secondary sources like books, journals, published research
articles etc.
Chapter 3: Research Methodology
This is third and another essential aspect of investigation work as it provides a proper
assistance to the investigator through the suitable selection of methodologies (Johann, 2015).
This section of research is based on various applications that supports the work in right manner.
Chapter 4: Data Analysis
5

This is also an another key aspect of an investigation work, thus it is effective in analysis
of the information that area accumulated by the researcher, thus analysis is required to drawing
valid and reliable outcome for the research. This section is fundamental helps the researcher in
attaining effective results and outcome.
Chapter 5: Conclusion and Recommendation
It is the final chapter of research project which provides a brief summary regarding the
activities done in the overall investigation work. This part of investigation involves conclusion
and recommendation of investigation as in this conclusion has been made on the outcome of the
research (Dalal and Sharma, 2018). However recommendation has been provided on the idea
that can requires to be implemented by the firm to make proportionate changes in their
operations and functions.
3
6

4CHAPTER 2: LITERATURE REVIEW
Concept of marketing
Marketing refers to the activities or actions for promoting products and services among
society. Market is the place where products and services are sold and purchase. This is the place
where number of individuals interact with each other. It is important to make aware people of
society about product or services which are offered by association. These days concept of
marketing is increasing day by day, so it is important for organisations to market their products.
There is more scope of conducting business in society because consumers are ready to avail
services and products from new and relevant sources (Pirozhnik, 2014). So marketing is the way
which works as bridge between consumers and product and services offered by organisation.
These days there is much competition in industry, so in this case it is important to provide new
and innovative ways through which marketing can be done in appropriate and relevant manner.
In this research, there is discussion about role of marketing in attracting consumers for
availing services from them. So it is clear that there is direct link between marketing and sales of
association. Salon is the sector where people beliefs in brand, so branding is important to make
increment in sales (Todua and Jashi, 2015). Branding is the process through which image of
organisation increases and people have knowledge about products and services offered by them.
In salon service sector, there are many organisations which are working, so it is important to
market services so people become aware about services offered by them. There are different
types of marketing which managers of Aanana Salon can use in order to compete with other
organisations and attract consumers. According to Laura Lake, 2019. there are different market
techniques such as interactive, digital, etc. which helps to communicate with consumers and
create awareness among them.
Interactive marketing- This is the way through which personal interaction among
employees of Aanana Salon. This is the one of the best way through which every information
about product and services can be provided to consumers (Neacşu, 2017). This also assist to
know view of consumers regarding specific product and services. This method is most effective
but expensive and time consuming because in this there is personal interaction among targeted
consumers and management of Aanana Salon. For instance: consumer came for availing services
of Thai Spa at Aanana Salon, then ion order to market new services personnel communicate
7

about new Mud Spa to consumers. This is the best example of interactive marketing . In this case
there are bright possibilities that consumer can avail new service. It is easy to provide relevant
information about new service and make it is easy to resolve their doubts and queries.
Digital marketing- In this type of marketing, there is use of digital platform. Sometimes,
consumers are not familiar with digital technique, then this marketing is not relevant for team. In
this there is use of push/ pull strategy to market products and services (Herstein, Gilboa and
Gamliel, 2014). In case of push strategy, strategies are framed through which consumers are
ready to avail services from Aanana Salon. This can be done with the help of text messages for
discounts, e- mail marketing, etc. For instance: consumer's personal information such as mobile
number, e- mail id is collected by Aanana Salon and when messages, emails related to discounts,
festive seasons offers are generated to market their services. This is the part of pull strategy in
digital marketing.
While in case of pull strategy, consumers themselves involve in knowing about salon
services. For instance; if individual wants to know price of Spa at Aanana Salon, then they
search it on online platform, download the application of Aanana Salon, then this is part of pull
strategy (Lu and et. al.,, 2015). This is the way through which consumers can track the
performance, availability of services, etc. easily. In this marketing there is no contact among
consumers and management of Aanana Salon. Hence sometimes, there are possibilities of
misconception about products and services due to reviews, rating, etc.
Internet or online marketing- This is the technique of marketing in which there is
requirement of internet connection with personnel of Aanana Salon and consumers. There is use
of social media sites, blogging, etc. in order to collect information about product and services.
This is the cheapest way of marketing because there is requirement of social account, official
web page, official site, etc. which helps to interact with consumers (Chanu and Chanu, 2014).
For instance; at the time of festive season, there is discount offers on online appointment at
Aanana Salon. In order to get discounts on price, there is offer of tagging “Aanana Salon”
through social media account of consumers. So these are the ways through which online
marketing is possible.
Role of marketing activities in attracting consumers of Aanana Salon
There is important role of marketing in attracting consumers for availing services from
Aanana Salon. There are many changes which are taking place in external environment.
8

Marketing is one of the best way through which it is easy to communicate new policies,
discounts, offers, services, etc. to consumers (Algharabali, 2014). So it is easy to provide
information to consumers. In salon sector, these days consumers are more conscious about their
looks and quality of services offered by Aanana Salon, so it is easy to get knowledge about
competitors policies. This also assist to know view of consumers about services offered by
Aanana Salon.
According to Brian Hill, 2019 role of marketing in business development and providing
information to consumers. It is easy to increase branding of products and services which assist in
maintaining changes uniqueness of their product and services. With the help of marketing
managers of Aanana Salon, it is easy to plan development strategies which assist in maintaining
policies according to external environment (Asadpoor and Abolfazli, 2017). As there is
competition salon industry, so with marketing it is easy to advertise services. It is important to
make new and creative advertisement through which consumers gets convinced.
Customers are the base for enhancement of business in industry because when they have
knowledge about services offered by Aanana Salon, then they are ready to avail services from it.
For instance: by getting influenced with advertisement, candidates come to avail service, then it
is responsibility of managers of Aanana Salon to make them satisfied with services (Shimpi,
2016). This is the best way to retain consumers and promote brand image in market through
word to mouth. This is the cheapest and reliable way of market in which one satisfied consumer
provide information to other regarding services. This makes improvement in consumer base
through referral basis.
With marketing brand image of Aanana Salon gets improved and consumers who are
availing services from Aanana Salon, then they are satisfied as getting services under brand.
There are different techniques through which marketing of products and services s possible such
as online marketing. This does not require low cost as compared to others.
According to Elizabeth Bell. 2019, there are some role behind marketing of services to
retain existing consumers.
Knowledge to consumers- With the help of marketing, it is easy to educate consumers
regarding change in plans and policies (Mwai, Muchemi and Ndungu, 2015). For instance: there
is discount on the occasion of festival, so with the help of marketing about offers, consumers
9

have information and they avail services from them. There are discount coupons provided by
Aanana Salon, so in this case brand of salon improves and consumers prefers to use coupons.
Analysing consumers feedbacks- With the help of social media account such as
Facebook, Instagram, there are comments of consumers (Sotiriadis, 2016) (Scranton, 2014). So
this makes easy to know about perception of consumers regarding services provided by Aanana
Salon. So it is easy to understand what is demand of consumers. This makes easy to provide up
to the mark services to consumers.
Keep in contact with consumers- In current market, there are many organisations which
are working in salon sector. So it is important to remaining in touch with consumers. With
marketing through interactive manner, it is easy to communicate what new is launching. This
improves sales and revenues of Aanana Salon.
Factors which managers of Aanana Salon consider while marketing
Marketing is not easy task because consumers judge regarding purchase or availing
services or not on the basis of advertisement. So it is important to make advertisement which is
most impressive for targeted consumers. In current era, there is important role of marketing to
get positive impact out of it. Hence there are some components which has to be considered by
managers of Aanana Salon while marketing in society (Mendonca, D’Cruz and Noronha, 2018).
According to Candice Landau, 2019 there are some strategies which can be done as marketing
operations such as sending gift cards/ certificate, create a referral program, opportunity of
appointment through subscription at social media page, etc. which makes it easy to understand
According to Steve Olenski, 2019 there are some factors which makes or breaks the
marketing strategy. Some factors are discussed as under-
Knowledge about target market- This is the one of the most important factor which has
to be considered by managers of Aanana Salon in order to get positive outcome from marketing
activities. Managers has to identify type of consumer, their geographical background,
information about income level, etc. and then plan for marketing activities (Iakovleva, 2017). If
targeted market is different from target consumers, then this gives negative impact in mind of
consumers and they do not prefer to avail services from Aanana Salon.
Communicating about value of services- Consumer spend money for getting better
outcome from them. So while marketing through online sources, interactive manner, or any other
way, it is responsibility of managers to give complete information about value that service will
10

give. For instance: new service of “Mud Spa” is launched by Aanana Salon, then it is important
to communicate about positive effects which will generate. This provides complete information
and converts consumer's desire in demand.
Legal regulations- There are some legal regulations such as proper disclosure of terms
and conditions, precaution before use, etc. which has to be presented by Aanana Salon while
advertising. This makes consumers clear about what has to be considered (Jaelani, 2017). This is
effective for making consumer satisfied with service and creates reliability in context of skin
care.
Technological changes- There are many changes taking place in technology. For
instance: in past years there is use of television advertisements but afterwards, there is use of
digital media. So as per change in technology management of Aanana Salon has to accept it. This
make marketing more effective band able to communicate with more individuals (Đurić, Krstić
and Janićijević, 2014). For instance: Aanana Salon does not have account on social media sites
such as Facebook, Instagram. Etc. then they are able to track younger generation which avail
services from Salon. So it is important to have innovation in marketing activities as well. This
makes strategies which are more impactful for consumers.
With the help of above mentioned strategies, positive impact can be achieved. This helps
to make long term relation with consumers. These days, consumers are conscious about their
looks, skins, etc. so with merely marketing consumer does not get satisfied. For instance: social
media accounts of Aanana Salon offers discount of 20% ad when consumer wants to avail
services, then this discount applies only for kids below than 12 years (Hill and et. al., 2016). This
makes consumers dissatisfied because marketing activities i.e. advertisement is misleading.
Issues which arise while marketing salon services to consumers
As per the opinion of Wu, Yeh and Woodside (2014), There are different issues which
arise while conducting marketing activities. It is important to resolve these issues to get over
come to get positive impact on consumer's mindset. There is difference in demand of consumers,
so employees of Aanana Salon have to analyse their demand which makes it easy to provide
them what they want. As per view of Sherman Standberry, 2019 digital marketing is best for
small business to make consumers aware new arrivals and benefits which can be availed. This
makes easy to contact with client. Marketing is not one-night process there is requirement of
proper planning ad workforce to execute it. Hence it is important to make proper policies and
11

convey to consumers (Pacheco and Reddy, 2016). If marketing planning is done at best level and
it is not executed properly, then it results in negative impact of marketing. According to Dan
Shewan, 2019, there are some issues which affects marketing activities of Aanana Salon. Some
of them are discussed as under-
Lack of resources- Marketing can be done with the help of proper resources such as
financial, technical knowledge, human resources, etc. If proper resources are not available then
this affects performing marketing activities. There is requirement of proper team which assist in
getting performing operations in synchronise manner. As technology is changing rapidly, so it is
important to have good financial support through which changes can be accepted and Aanana
Salon remain compete in industry.
More competition- As there is much competition in salon sector, so this affects marketing
activities as well. Managers of Aanana Salon have to update their advertisement with regular
interval which is time and cost consuming process (Shukla and Dangarwala, 2016). For instance:
competitor of Aanana Salon launched new service, then in this case, Aanana Salon also have to
alter their services and marketing activities as well accordingly.
More trend of paid promotions- These days, there is more trend of paid promotion
through which marketing becomes more effective. Paid promotions are conducted in the form of
videos at social sites which are expensive. So in order to make “Aanana Salon” brand in market.
These promotions are more expensive which is issue for Aanana Salon in order to market
products are services in current market.
Ignorance- There are many advertisements which consumer skips. This is the biggest
issue which results in wastage of marketing activity. For instance: digital marketing is done
through email and consumers skips to see mail (Baghel, Parthasarathy and Gupta, 2014). Then
this is wastage of advertisement because consumer is not aware about schemes, offers, etc. Mails
and gift cards are delivered to every consumer, so sometimes, they do not want to get any salon
services. So this is the reason of ignorance.
From the above discussion, it is clear that there are some issues which affects
performance of marketing. In order to make good mage in Aanana Salon, managers of have to
take corrective actions.
5
12

6CHAPTER 3: RESEARCH METHODOLOGY
Research is the in- depth study of topic in order to collect, gather and systematic storage
of information about some specific topic. Hence research is long time process in collecting and
storage of information. So there are some tools and techniques which has to be considered by
researcher to get correct and positive outcome. So this can be done under “Research Onion”
Framework. Research methodology includes various tools and techniques by which project
makers of a research can gather accurate and adequate amount of information, to meet set targets
and objectives in an effective manner (Narasimhan, 2016). In order to gather specific and
relevant information about a topic, researchers can use various methodologies. It includes
primary and secondary resources which would help in collecting reliable information in proper
manner. Hereby, by using methods like qualitative and quantitative techniques, they can
organise, analyse and further interpreted the gathered data more specifically. The both qualitative
and quantitative methods help in generating more relevant information as per requirement of
project. In this regard, qualitative method is used for formulating specific report in terms of
descriptive manner, whereas quantitative approach to gather statistical types of data and
information (Borangalievna, 2018). This would help in obtaining valid outcomes by addressing
the given research issues, appropriately. In context with present dissertation, here researchers use
both primary and secondary resources to analyse the advantages gained by Aanana Salon by
implementing different strategies of marketing.
Data analysis
Under this part of research process is identified which is going to be used for collecting
information. It includes :-
Primary data: For collecting primary data, researchers can use various methodologies
like questionnaire survey, interviews, focused group discussion and more (Ahmaniemi, 2018).
This would help in obtaining more specific, reliable and original data related to a particular topic.
But it consumes more time and money for gathering such data because investigators have to
collect data by participating in entire activities. With respect to present research, project makers
have used questionnaire method for collecting primary data.
Secondary data: This kind of data refers to more easy for researchers to collect in proper
way. Here, they can use internet access to explore various books and scholarly articles written by
13

professionals on particular topic, for gathering relevant information (Wang and Suyama, 2018).
But this would sometime create difficulties for researchers for finding out specific data due to
available of various websites, where unauthentic data also present. This would lead to obtain less
reliable information as compared to primary resources.
Sampling
In terms of research, sample can be defined as a group of selected respondents from total
population, whose feedback help in gathering more specific information for improving services
of a company. In this regard, sample must be represented the concern of total population to
enhance sales performance. The procedure related to select a sample from total population for
conducting a study in specific manner is known as sampling. The main purpose of sampling is to
collect primary data and make an interference, which can be generalised to entire population.
Here sample is selected either in biased or unbiased manner, by using various sampling
techniques. It includes random sampling, stratified, cluster and systematic of probability
sampling method. Here, in random sampling every respondent gets equal and independent
chance to be selected in a sample (Sattar, Pathan and Raza, 2018). While, under stratified
sampling, whole population is divided into some strata on the basis of demographic or
geographical segmentation, then further participants are selected randomly from each strata.
Other than this, within cluster sampling method, respondents are selected from a particular group
having similar characteristics. In this regard, random sampling method have been used under
present research for selecting a sample of 50 respondents. It is easy to conduct as well as help in
meeting assumptions of research also.
Cost, ethics and time scale
In order to complete an investigation in effective manner, researchers are required to
concern on some important aspects also. It includes costs which is essential for completing the
investigation, time shows the period of each activity and ethics reflects the way in which
mentioned activities should be done. Therefore, near about 18k Euro is needed by researchers for
investigation and completing main activities for gathering proper information on given topic
(different marketing strategies for promoting business). While, in context with company for
implementing different marketing strategies, it needs to invest near about 120k Euros. In order to
complete the research, project makers will take near about 2 months. Here, different activities
within a proper time duration is framed by using the concept of Gantt Chart as shown in beneath
14

part. Along with this, for increasing efficiencies of research outcomes, code of ethics also
follows for ethical investigation.
15

Questionnaire
This method is considered as most easy and important technique of primary research, which
helps in taking feedbacks and opinion of large customers on same topic, simultaneously. Hereby,
researchers frame a proper format of questions which is related to research topic, to address
specific issues (Lovelock and Patterson, 2015). In context with given research, project makers
have taken a sample of 50 respondents from a group of Aanana Salon’s stakeholders. This would
help in taking their reviews to improve marketing strategies for understanding customer
preferences and gain their positive response for enhancing its sales performance. In this regard, a
sample of questionnaire related to given topic is described as beneath-
QUESTIONNAIRE
1.) Are you aware with the concept of marketing strategies that company use
for promoting its products?
Frequency
a) Yes 45
b) No 5
2.) Do you think companies dealing in cosmetic sector need to adopt different
marketing strategies for attracting their customers?
Frequency
16

a) Yes 40
b) No 10
3.) Are you agree with the concept that Aanana Salon can gain loyalty of
customers by providing them best services?
Frequency
a) Yes 42
b) No 8
4.) What will be the major factors that Aanana Salon need to consider while
marketing its business?
Frequency
a) Knowledge about target market 20
b) Communicating about value of services 15
c) Legal regulations 15
5.) What is the main role of marketing activities in Aanana Salon? Frequency
a) Identify preference of customers 18
b) Determine competitors’ strategies 14
c) Identify latest trends in cosmetic markets 18
6.) Do you think that implementation of different marketing activities will
really aid Aanana Salon in reaching its potential customers?
Frequency
a) Yes 43
b) No 7
7.) Are you agree with the concept that promoting business will help Aanana
Salon in boosting its sales performance?
Frequency
a) Yes 42
b) No 8
8.) What kind of benefits Aanana Salon get by using a number of marketing
strategies?
Frequency
a) Help to understand customers 15
17

b) Promote business in targeted area 17
c) Increase brand value 18
9.) According to you, what are the main issues faced by Aanana Salon while
marketing its services to consumers?
Frequency
a) Cost of marketing 15
b) Expose weaknesses 18
c) Presence of intense competition 17
10.) Which marketing strategy Aanana Salon need to follow to overcome
from issues that arise while marketing its products?
Frequency
a) Digital marketing 12
b) Interactive marketing 10
c) Online marketing 17
d) Diversity marketing 11
11.) Do you think digital marketing helps Aanana Salon in attracting its loyal
customers more effectively?
a) Yes 35
b) No 15
12.) What do you think, on which feature customer focuses more while
taking beauty treatment services?
Frequency
a) Ambience 10
b) High-quality of services 14
c) Discounted or personalised offers 14
d) Type of beauty products 12
18

13). On which factor, Aanana Salon concerns for increasing efficiencies of its
products and services to gain satisfaction of customers?
Frequency
a) Marketing strategies 25
b) Expert staff 12
c) Timely and high quality of services 13
14.) Provide recommendation to Aanana Salon in attracting customers and
earning their loyalty for longer period of time...
19

7CHAPETR 4: DATA ANALYSIS
Discussion on primary data
Theme 1:
1.) Are you aware with the concept of marketing strategies that
company use for promoting its products?
Frequency
a) Yes 45
b) No 5
Interpretation: Today technology has developed so far that helps a company in promoting its
brand more appropriately as well as reach out their targeted customers. Through survey on 50
respondents as shown in above figure, it has been interpreted that 45 out of them are much aware
with concept of marketing strategies that companies are using for promoting their businesses.
While remaining 5 respondents didn’t have much information on same.
Theme 2:
2.) Do you think companies dealing in cosmetic sector need to adopt
different marketing strategies for attracting their customers?
Frequency
a) Yes 40
b) No 10
20

Interpretation: Due to increase in competition, companies that deal in cosmetic sector or in
saloon business also need to adopt effective marketing strategy. By developing competitive
strategies, they would get chance to attract a large number of customers towards their business.
As per above graph, it has been interpreted that 40 respondents out of 50 believe that such
strategy will really prove beneficial for companies in enhancing customer base. While remaining
10 respondents didn’t believe on same.
Theme 3:
3.) Are you agree with the concept that Aanana Salon can gain loyalty
of customers by providing them best services?
Frequency
a) Yes 42
b) No 8
21

Interpretation: Through offering the best quality of beauty therapy services, Aanana Salon can
gain loyalty of targeted customers and their retention in business for longer period more. As
people would like to take services more from those saloons that value of their time and money.
Therefore, by offering best customised services helps Aanana Salon in getting attention and
retention of customers for longer period. According to given figure, it has been interpreted that
out of 50 respondents 42 are agreed with above statement. While remaining 8 respondents assist
Aanana Salon to concern on other functions like bringing efficiencies in business for attracting
the customers.
Theme 4:
4.) What will be the major factors that Aanana Salon need to consider
while marketing its business?
Frequency
a) Knowledge about target market 15
b) Communicating about value of services 12
c) Legal regulations 13
22

Interpretation: In order to implement an effective marketing strategy, it is essential for Aanana
Salon to concern on various factors. It includes appropriate knowledge of targeting area,
communicating about business value, legal regulations and more. As per views of 15 respondents
out of 50, it has been interpreted that they are advice to respective firm to concern on collect
information about targeted area. While remaining 12 are advice to focus on developing
communication for promoting business value and other 13 towards legal formalities.
Theme 5:
5.) What is the main role of marketing activities in Aanana Salon? Frequency
a) Identify preference of customers 18
b) Determine competitors’ strategies 14
c) Identify latest trends in cosmetic markets 18
23

Interpretation: In a company, marketing function is considered as the main activity that helps in
achieving business objectives more effectively. As this function helps in identifying preferences
of targeted customers, determining strategies used by competitors to frame best against them,
evaluating latest trends of marketplace etc. As per above mentioned graph, it has been interpreted
that 18 respondents out of 50 believe that identifying customer preference is the most beneficial
part of marketing activities. This would aid Aanana Salon in providing effective services as per
their demand. While other 14 respondents are in favour with determination of competitors’
strategies that helps in offering more attractive discount and offers to attract potential customers.
Other than this, remaining 18 users are believed that identifying latest trends in marketing place
could be the best effort of marketing activities.
Theme 6:
6.) Do you think that implementation of different marketing activities
will really aid Aanana Salon in reaching its potential customers?
Frequency
a) Yes 43
b) No 7
24

Interpretation: As marketing function of a company majorly focuses on how to attract targeted
customers towards business. Therefore, strategies used by management of a company in this
field will help in reaching out its potential customers. It has been interpreted from given figure
that out of 50 respondents, 43 are agreed with this statement. They also believe that for
enhancing customer base, Aanana Salon needs to implement strong marketing strategies. While
other 7 respondents suggested to create value of business first which would can only be possible
by offering attractive discounts and improving quality of services.
Theme 7:
7.) Are you agree with the concept that promoting business will help
Aanana Salon in boosting its sales performance?
Frequency
a) Yes 42
b) No 8
25

Interpretation: In order to boost sales performance, it is essential for companies to implement
an effective marketing strategy. This would provide opportunity to bring awareness among
targeted customers about services and attract them towards same in efficient manner. As per
above figure, it has been interpreted that 42 respondents out of 50 also believe that marketing
strategies will really aid Aanana Salon in enhancing its sales performance. While, remaining 8
respondents didn’t believe the same.
Theme 8:
8.) What kind of benefits Aanana Salon get by using a number of
marketing strategies?
Frequency
a) Help to understand customers 15
b) Promote business in targeted area 17
c) Increase brand value 18
26

Interpretation: By implementing a range of marketing strategies in business, a company can
various benefits. It includes help in understanding the customers, evaluating their preference,
promoting business in targeting areas to reach out loyal customers and increase brand value. As
per feedback of 15 respondents out of 50, it has been interpreted that they think that
understanding customers is the most beneficial part of marketing strategies for Aanana Salon.
While remaining 17 respondents are in favour with promoting business and other 18 towards
increasing brand value.
Theme 9:
9.) According to you, what are the main issues faced by Aanana Salon
while marketing its services to consumers?
Frequency
a) Cost of marketing 15
b) Expose weaknesses 18
c) Presence of intense competition 17
27

Interpretation: While implementing a range of marketing strategies for promoting business,
companies that deal on small level faces various issues. It includes high cost of marketing, fear
of expose weaknesses of business, presence of intense competition that demand more efforts to
reach out potential customers for a company. In context with Aanana Salon, it has been
interpreted that 15 out of 50 respondents think that cost of marketing is the major barrier for this
company. As for adopting an effective marketing strategy respective firm needs to make a high
investment which quite not possible. While other 18 respondents are believed that there is a large
chance of exposing weaknesses of business if any strategy fails to attract the customers. Other
than this, rest of participants that are 17 are concerns on presence of high competition where in
order to increase customer base, each company put its best efforts. Therefore, Aanana Salon
needs to focus on this factor first while implementing marketing strategies.
Theme 10:
10.) Which strategies Aanana Salon need to follow to overcome from
issues that arise while marketing its products?
Frequency
a) Digital marketing 12
b) Interactive marketing 10
c) Online marketing 17
d) Diversity marketing 11
28

Interpretation: For bringing awareness among targeted customers about a wide range of beauty
services, saloons can use a number of marketing strategies. It includes digital marketing,
interactive marketing, online marketing and diversity marketing. All these strategies are
considered as much important as other and provide various opportunity to organisations for
achievement of their goals. In context with Aanana Salon, it mainly seeks to enhance its
customer base within three months by 20 to 30%. For this purpose, as per survey on 50
respondents as shown in above figure, it has been interpreted that 10 out of them give advice to
respective salon to adopt interactive marketing strategy. While other 17 respondents are in favour
with online marketing and 11 towards diverse strategies. Apart from this, remaining 12 users are
in favour with digital marketing strategies that helps in making interaction with customers more
appropriately to attract their minds towards services of Aanana Salon.
Theme 11:
11.) Do you think digital marketing helps Aanana Salon in attracting
its loyal customers more effectively?
Frequency
a) Yes 35
b) No 15
29

Interpretation: For promoting brands and services at marketplace to gain attention of targeted
and loyal customers, a company use various marketing strategies. It includes digital marketing,
interactive marketing, online marketing and more. Among all of these, management of Aanana
Salon has chosen digital marketing strategy for promoting its business. As per feedback of 35
respondents out of 50, it has been interpreted that they are agreed on above statement. They also
believed that this strategy will help respective firm in reaching out its loyal customers. Other
than this, remaining 15 respondents state to adopt other marketing strategies like online
marketing strategies. It will prove more beneficial for Aanana Salon to enhance its customer
base.
Theme 12:
12.) What do you think, on which feature customer focuses more while
taking beauty treatment services?
Frequency
a) Ambience 10b) High-quality of services 14c) Discounted or personalised offers 14d) Type of beauty products 12
30

Interpretation: For taking services at a saloon like threading, waxing, spa and more, customers
concerns on various things before entering their feet over there. It includes ambience of such
firms, type of quality of services it offers, personalised and attractive discounts that value of their
money, beauty products etc. As per above figure, it has been interpreted that 10 participants out
of 50 thinks that customers preferred ambience first to get beauty therapy services. While 14
respondents think that they seek to get high-quality of services and other 14 towards type of
brands of beauty products. At last remaining 14 respondents discounted and personalised offers
brings mind of person to get services on cheap price rates.
Theme 12:
13). On which factor, Aanana Salon concerns for increasing
efficiencies of its products and services to gain satisfaction of
customers?
Frequency
a) Marketing strategies 25
b) Expert staff 12
c) Timely and high quality of services 13
31

Interpretation: In order to enhance customer base and makes them happier with services,
companies that deal in saloon business, need to concern on various aspects. It includes marketing
strategies, hiring expert staff, providing timely services in efficient manner. In context with
Aanana Salon, as main aim of this saloon is to get satisfied customers and gain high competitive
advantages. Therefore, in this regard, as per survey on 50 respondents it has been interpreted that
major portion of them i.e. 25 are advice to develop proper marketing strategies. It would help in
identifying preference of targeted customers and competitors’ strategies through which best
policies can be made. While other 12 respondents are assisted that respective firm needs to hire
and retain best experts within saloon who knows how to make customers happy with services.
Other than this, rest 13participanes give their views towards time and high quality of services
which can only be provided by respecting value and money of customers.
4.2 Discussion on secondary data
From the above conducted secondary information, concept of marketing is clear. There is
direct relationship between marketing and sales of Aanana Salon (Goncharenko, 2015). If
advertisement techniques are impressive, then this helps to motivates consumer to avail services
from the, there are different methods through which marketing can be done such as interactive
manner, digital platform, online sources. Most effective and impressive way is interactive
manner because in this personal interaction is possible, so all policies and terms are clear. In
current era, social media marketing through online source is effective. This way is best because
in this target market can be grabbed easily and accessible 24*7.
32

As per views of Maney, Sindhuja and Mathews (2015), it has been analysed that
marketing is the best way through which customer can be attracted. Advertisement is done
through social media sites, coupons, discounts, offers, etc. It is easy to understand changes in
demand of consumer because regular interaction is possible. If any feedback is provided at social
media sites, then it is easy to analyse corrective measures (Yoko, 2017). There are reviews and
rating about services provided by Aanana Salon, so it makes long term relations with consumers.
It is important to analyse demand of consumers, so modifications can be possible in current
performance. As there is competition in Salon sector, so it is easy to make new and innovative
policies through which consumers wants to avail services from Aanana Salon (Carp, 2017).
There are some factors which has to be considered such as targeted consumers, way of
communication, legal factors, etc. These are the factors which makes marketing effective
because these days consumers are more aware as compared to older days. It is important to
deliver information about value of service which is generated with availing it (Gozali, 2018).
There are some issues such as ignorance of advertisements, lack of resources, more trend of paid
promotion, etc. which affects marketing of services of Aanana Salon. It is important to make
policies through which these issues can be resolved.
33

8Chapter 5: Conclusion and Recommendation, Self Reflection
Conclusion
From the above study it has been analysed that, customer today wants best services, with
vibrant atmosphere and caring employees who are always ready to provide a homely
environment and for that customers are ready to avail that service with maximum pay. From the
last decade, salon and service industry has grown rapidly because of offered for grooming and
beauty of both male and female segment. Marketing at Aanana Salon has played a crucial role in
attracting customers. As, in the modern scenario people are very much conscious about their
looks, so Aanana Salon have launched some offers for customers which will help the customers
in availing services at low price. A fine salon business plan must mention the details regarding
their offering like styling, cutting, colouring, etc. and these services could be improved by
glancing through other salon business directories to get plenty of ideas. It will help in making a
clear outlook of the business in an upcoming era and will help in determining the budget required
for the service cost.
Through marketing they can attain customer satisfaction by knowing what customer
thinks and what needs to be changed in the services. Proper presentation of services and constant
improvements in the quality of services will help in attaining profit. By marketing through
advertisements they will be able to build more customers and which will lead to maximisation of
profits, as satisfied customers will always come back to avail that service again. They are making
use of social media at a huge extent by creating videos, blogs, e-mail marketing which is helping
them to capture the high market share. Word-of-mouth from satisfied customers will provide
new market opportunities at very low cost, for that reason not much investment will be needed to
build new customers.
Recommendation
This report is based on marketing in beauty salon and service sector. In today's scenario
consumers are very health consciousness and its foremost responsibility to provide them with
best product and services. Aanana Saloon is well known and most recommended saloon
throughout the world for its efficient services. From the above study it has been recommended
that for marketing the products available at salon, Aanana must launch a mobile app and display
all the products in which it is dealing at some discounts to attract the consumer. It should also fix
34

the certain price at which products will be delivered without paying any delivery charges. A
proper website should be developed as it the best way to rise through the rank of google as
people search for saloon and by google ad words it made easy for the consumer to contact.
Developing a relationship with consumer is very important as it makes a connection and win you
a lifetime guest who will recommend your product. Social media plays a great role in marketing
the product this can be done by taking the help of newspapers, magazines and other online ads.
Posting pictures of work at saloons on social media will also help to connect with lot many
clients. It must also have a system of online pre-booking so that crowd can be avoided during the
festive season. The saloon should also provide referral facility for its client so that they can get
extra benefit for the same in terms of discount in certain services.
Aanana Saloon always keep professional staff who are properly trained in their work. It
must also start its beauty courses for the consumers so that the learned staff can help it during
much crowd. With advancement in technology, it must adapt some of the measure which saves
time and bring efficiency. During the festive season, combos of various service should be
provided to attract more and more customers. A proper feedback form should be provided to
each of the consumer who are visiting the saloon so to know the reviews and them and if any
improvement is required can be made. Educating through video marketing is one of the best
ways to get views as here saloon gets a chance to convert a business if the viewer loves your
video. Various health programmes, seminar, workshop and about beauty tips should be
conducted to aware people at a large scale. Webinar should be hosted online which help and
educate the consumer about right products and also suggest what is right for them. Saloon must
carry such exclusive product which are different from other salons this will keep clients
connected. Hold a sale maybe twice a year where consumer can buy products at heavy discount
this will help saloon to sale extra product one is having and also will increase the turnover.
Self-reflection
For making investigation on present research topic i.e. role of different marketing strategies
in promoting a brand, I have made a proper project plan at initial stage first. Here, being as a
project manager, I have defined several activities like identification of aims and objectives,
conducting literature review and more, with a proper period of time. Further, I have distributed
the roles and responsibilities to each team-member as their skills for completing the research on
time. In this regard, the major difficulty that I have faced while working on this project is to
35

make collaboration among team-members. As any conflicts among them is directly effected the
research by delaying in completing assign roles. Therefore, to overcome from such issue I have
adopted autocratic type of leadership where every member is free to work in own manner, for
achievement of common objectives.
9
36

10REFERENCES
Books and Journals
Ahmaniemi, E., 2018. Marketing plan for launching a new product into the market.
Algharabali, N., 2014. " Right, what are we having done today?": Examining Cultural
Challenges in Service-Encounters at a British Beauty Salon in Kuwait. Journal of
Studies in Social Sciences. 6(2).
Amarian, E., 2015. Personal Services Market. Organizational and Mechanical Markets of
Services in the National Economics. YOUNG SCIENTIST USA., p.21.
Asadpoor, S. A. E. E. D. E. H. and Abolfazli, A. B. O. L. F. A. Z. L., 2017. Effect of Electronic
Service Quality on Customer Satisfaction and Loyalty Saderat Bank‟ s
Customers‟. International Journal of Scientific Study. 5(4). pp.407-411.
Baghel, D., Parthasarathy, D. and Gupta, M., 2014. Will you walk into my parlor? Spaces and
practices of beauty in Mumbai. South Asian Popular Culture. 12(3). pp.163-179.
Battisti, G. and et. al., 2014. Service measurement and definition: challenges and
limitations. Managing services: Challenges and innovation, pp.7-20.
Biradar, R. D. and Choudhary, M. G., Innovative Services Marketing.
Borangalievna, S.D., 2018. Segmentation of cosmetic services market in the Republic of
Kazakhstan. Journal of Modern Science. 38(3). pp.281-293.
Buckingham, L., 2015. Commercial signage and the linguistic landscape of Oman. World
Englishes. 34(3). pp.411-435.
Carp, R., 2017. Developing marketing: Case hair salon Lumo.
Chanu, Y. L. and Chanu, A. I., 2014. Women entrepreneurs of Manipur after MSME act, 2006:
An analysis. Journal of Entrepreneurship and Management. 3(2).
Dalal, V. and Sharma, S., 2018. Synthesis of a New Service Classification Matrix in the Digital
Era for Innovation and Delivery Based on Current Service Taxonomy. IUP Journal of
Supply Chain Management. 15(1). pp.59-67.
Đurić, M., Krstić, U. and Janićijević, I., 2014. Service quality improvement: the business process
management approach. QUALITY MANAGEMENT 1492, p.1493.
Ganesan, D. and Saravanaraj, M.G., 2014. A STUDY ON SERVICE PREFERNCES
TOWARDS BEAUTY CARE CENTERS IN SALEM. Global Management Review.
9(1).
Goncharenko, I. M., 2015. Methods of assessing the competitive potential of consumer services
enterprises. Актуальні проблеми економіки. (12). pp.151-156.
Gouvea, R., Kapelianis, D. and Montoya, M., 2018. Marketing challenges and opportunities in
emerging economies: A Brazilian perspective. Thunderbird International Business
Review. 60(2). pp.193-205.
Gozali, H., 2018. Influence of Market Attractiveness and Value Creation on Reputation of
Beauty Shop Industry in Jakarta. Advanced Science Letters. 24(12). pp.9470-9474.
Hale, A. T., 2015. Theory Devewpment in Services Marketing: Transcending Service
Specificity. In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual
Conference(pp. 42-47). Springer, Cham.
Herstein, R., Gilboa, S. and Gamliel, E., 2014. The effect of private brands on leveraging Service
quality and satisfaction. Services Marketing Quarterly. 35(3). pp.222-235.
37

Hill, A., Scott, J., Moyes, D. and Smith, R., 2016. Supporting knowledge exchange in rural
business—A case story from Dumfries and Galloway, Scotland. Local Economy. 31(7).
pp.812-824.
Iakovleva, T., 2017. Motivation of women business owners: Case of Russia and Norway.
In Entrepreneurship in transition economies (pp. 381-399). Springer, Cham.
Jaelani, A., 2017. Event and festival in Cirebon: Review of shariah marketing mix.
Johann, M., 2015. Services Marketing. Warsaw School of Economics.
Lidola, M., 2014. Negotiating integration in Berlin’s Waxing Studios: Brazilian migrants’
gendered appropriation of urban consumer spaces and ‘ethnic’entrepreneurship. Journal
of Contemporary History. 49(1). pp.228-251.
Liebelt, C., 2016. Grooming Istanbul: intimate encounters and concerns in Turkish beauty
salons. Journal of Middle East Women's Studies. 12(2). pp.181-202.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Lu, C. M. and et. al.,, 2015. Effect of diversity on human resource management and
organizational performance. Journal of Business Research. 68(4). pp.857-861.
Maney, K. L., Sindhuja, A. and Mathews, S., 2015. A Study on Feasibility of Digital Marketing
for Small and Medium Enterprises. International Journal of Exclusive Management
Research, pp.108-117.
Mendonca, A., D’Cruz, P. and Noronha, E., 2018. Beauty service workers’ encounters with
abusive customers: Furthering the concept of external bullying at work. In Indian
Perspectives on Workplace Bullying (pp. 205-235). Springer, Singapore.
Mwai, L., Muchemi, A. and Ndungu, C., 2015. Analysis of Brand Loyalty in Cosmetic Products:
A Case of Selected Salons in Nyeri Town. Journal of Economics and Sustainable
Development. 6(4). pp.210-219.
Narasimhan, S., 2016. Digital marketing strategy for naturals: India s leading hair and beauty
salon (Doctoral dissertation, Indian Institute of Management Bangalore).
Neacşu, N. A., 2017. The role of consumer protection in ensuring quality in the hotel services
market. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V.
10(2). pp.35-42.
Ouellette, L., 2017. Dream jobs? The glamourisation of beauty service work in media culture.
In Aesthetic labour (pp. 183-198). Palgrave Macmillan, London.
Oumlil, A. B., 2015. Franchising and Global Services Marketing. In Proceedings of the 1993
World Marketing Congress (pp. 111-114). Springer, Cham..
Pacheco, Z. and Reddy, Y. V., 2016. Assessment of gap between service quality expectation and
perception: A study of Goan personal grooming industry.
Pirozhnik, I., 2014. Services of sanatorium and spa treatment in the tourist product of
Belarus. Tourism role in the regional economy. 5. pp.224-240.
Rambe, P. and Mpiti, N., 2017. The Influence of private and public finance, organisational and
environmental variables on the performance of Beauty Salons in the Free State, South
Africa: A theoretical perspective.
Sattar, M. M., Pathan, N. N. and Raza, A., 2018. New Wella Salon: a journey towards
popularizing the services (B). Emerald Emerging Markets Case Studies. 8(3). pp.1-21.
Scranton, P. ed., 2014. Beauty and business: commerce, gender, and culture in modern America.
Routledge.
Sethi, J.A., 2017. Service Marketing: An Overview. In Strategic Marketing Management and
Tactics in the Service Industry(pp. 1-14). IGI Global.
38

Shimpi, S.S., 2016. Structural equation modeling for men's cosmetics behavior research. Indian
Journal of Marketing. 46(7). pp.36-54.
Shukla, P. and Dangarwala, U. R., 2016. Rural Marketing strategies for FMCG products. Lulu.
Com.
Sotiriadis, M. D., 2016. Hotel Spa and Wellness Services in Crete: A Marketing Analysis.
In Strategic Tools and Methods for Promoting Hospitality and Tourism Services (pp.
149-157). IGI Global.
Srinivasan, R., 2014. Services marketing: the Indian context. PHI Learning Pvt. Ltd..
Sultana, S. and Das, T. I. S., Measuring Customer Satisfaction through SERVQUAL Model: A
Study on Beauty Parlors in Chittagong.
Sunanta, S., 2014. Thailand and the global intimate: transnational marriages, health tourism and
retirement migration.
Timming, A.R., 2015. Visible tattoos in the service sector: a new challenge to recruitment and
selection. Work, employment and society. 29(1). pp.60-78.
Todua, N. and Jashi, C., 2015. Some Aspects of Social Media Marketing (Georgian
Case). International Journal of Social, Behavioral, Educational, Economic and
Management Engineering. 9(4). pp.1160-1163.
Wang, Z. and Suyama, N., 2018, July. Consumer Behavior of Foreign Residents in Japan for
Service Industry. In International Conference on Social Computing and Social
Media (pp. 388-399). Springer, Cham.
Wu, P. L., Yeh, S. S. and Woodside, A. G., 2014. Applying complexity theory to deepen service
dominant logic: Configural analysis of customer experience-and-outcome assessments
of professional services for personal transformations. Journal of Business Research.
67(8). pp.1647-1670.
Yoko, K. O. N. I. S. H. I., 2017. On the Role of Skill, Quality, and Environmental Factors on
Customer Behavior of the Beauty Industry (No. 17035).
Online
Lake. L., 2019. The Different Types of Marketing Strategies. [Online]. Available through:
<https://www.thebalancesmb.com/types-of-marketing-strategies-2295338>.
Hill, B., 2019. The Importance of Marketing & Communication. [Online]. Available through:
<https://www.thebalancesmb.com/types-of-marketing-strategies-2295338>.
Bell. E., 2019. 3 Reasons Why You Should Be Marketing to Your Existing Customers. [Online].
Avilable through: <https://blog.higherlogic.com/2016/04/14/the-importance-of-
marketing-to-your-current-customers>.
Steve Olenski, 2019. 5 Factors That Can Make Or Break Your Marketing Strategy. [Online].
Avilable through: <https://www.forbes.com/sites/steveolenski/2017/12/12/5-factors-
that-can-make-or-break-your-marketing-strategy/#41ebf88351e4>.
Candice Landau, 2019. 6 Strategies Guaranteed to Boost Revenue for Your Hair Salon. [Online].
Avilable through: <https://articles.bplans.com/strategies-to-boost-hair-salon-revenue/>.
Shewan, D., 2019. 11 Big Content Marketing Challenges. [Online]. Avilable through:
<https://www.wordstream.com/blog/ws/2015/03/16/content-marketing-challenges>.
Standberry, S., 2019. Types Of Marketing Strategies That Actually Work For Your Business
[Online]. Avilable through: <https://www.lyfemarketing.com/blog/types-of-marketing-
strategies/>.
39

11APPENDICES
QUESTIONNAIRE
1.) Are you aware with the concept of marketing strategies that company use
for promoting its products?
Frequency
c) Yes 45
d) No 5
2.) Do you think companies dealing in cosmetic sector need to adopt different
marketing strategies for attracting their customers?
Frequency
c) Yes 40
d) No 10
3.) Are you agree with the concept that Aanana Salon can gain loyalty of
customers by providing them best services?
Frequency
c) Yes 42
d) No 8
4.) What will be the major factors that Aanana Salon need to consider while
marketing its business?
Frequency
a) Knowledge about target market 20
b) Communicating about value of services 15
c) Legal regulations 15
5.) What is the main role of marketing activities in Aanana Salon? Frequency
d) Identify preference of customers 18
e) Determine competitors’ strategies 14
f) Identify latest trends in cosmetic markets 18
6.) Do you think that implementation of different marketing activities will
really aid Aanana Salon in reaching its potential customers?
Frequency
c) Yes 43
40

d) No 7
7.) Are you agree with the concept that promoting business will help Aanana
Salon in boosting its sales performance?
Frequency
g) Yes 42
h) No 8
8.) What kind of benefits Aanana Salon get by using a number of marketing
strategies?
Frequency
A) Help to understand customers 15
B) Promote business in targeted area 17
i) Increase brand value 18
9.) According to you, what are the main issues faced by Aanana Salon while
marketing its services to consumers?
Frequency
j) Cost of marketing 12
k) Expose weaknesses 15
l) Presence of intense competition 13
10.) Which marketing strategy Aanana Salon need to follow to overcome
from issues that arise while marketing its products?
Frequency
d) Digital marketing 12
e) Interactive marketing 10
f) Online marketing 17
g) Diversity marketing 11
11.) Do you think digital marketing helps Aanana Salon in attracting its loyal
customers more effectively?
c) Yes 35
d) No 15
41

12.) What do you think, on which feature customer focuses more while
taking beauty treatment services?
Frequency
h) Ambience 10
i) High-quality of services 14
j) Discounted or personalised offers 14
k) Type of beauty products 12
13). On which factor, Aanana Salon concerns for increasing efficiencies of its
products and services to gain satisfaction of customers?
Frequency
m) Marketing strategies 25
n) Expert staff 12
o) Timely and high quality of services 13
14.) Provide recommendation to Aanana Salon in attracting customers and
earning their loyalty for longer period of time...
42

12Ethics Application Code
(provided by Ethics Panel upon submission):
43

13
44

14
45

46

47

15
16
48

17
18
49

50

19
51

20
52

53

21
54