Marketing & Management: Lash and Brow Boudoir

The purpose of this assignment is to plan marketing strategies for a local company, Lash and Brow Boudoir. The marketing plan is a document providing an analysis of the current marketing situation, opportunities and threats analysis, marketing objectives, intended marketing strategy, action programs and projected income. The service that is going to be focused in this assignment is the lash service. The company provides grooming and adds natural looking eyelash extension for the clients. The company has good resources in terms of skilled employees who have the certified training to handle delicate procedure. The company has the opportunity to create goodwill business and expand the locations of Melbourne.

Running head: MARKETING & MANAGEMENT
Marketing & Management: Lash and Brow Boudoir
Name of the Student
Name of the University
Author’s note

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Executive Summary
The purpose this assignment is to plan marketing strategies for a local company. The marketing
plan is a document providing an analysis of the current marketing situation, opportunities and
threats analysis, marketing objectives, intended marketing strategy, action programs and
projected income. It has been observed that digital marketing and most specifically social media
is used intensively by the company to promote the service, with the help of the marketing the
strategies are developed by analyzing the strengths and weaknesses of the company in the
internal environment as well as opportunities and threats of the external environment. The
organisation that is selected to undertake the study is a beauty salon, Lash and Brow Boudoir.
The organisation can be categorized as a SME; there are two locations in Melbourne where they
operate. In the marketing plan the customers have been kept as the main focus and in the service
industry the company is in direct contact with the customer and it is important as a growing
organisation to cater to the needs of the customers by understanding their demand and keeping in
trend. In the assignment four objectives have been drawn for a marketing plan for a year, which
will help the organisation be in trend, keep up with the dynamics of the industry as well as cater
the needs and requirements of the customers better. The beauty industry in Australia is also
growing rapidly thus providing opportunities for small scale organisations like Lash & Brow
Boudoir opportunities. The service that is going to be the focus of the assignment is discussed in
details. As the service is unique the marketing plan that has been developed is also unique,
keeping in mind the restraints of the business as well as the strengths that they have.

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Contents
Introduction......................................................................................................................................3
Case background..............................................................................................................................3
Overview of the Company...........................................................................................................3
About the service.........................................................................................................................4
Analysis of internal marketing environment and development of a SWOT...................................5
Internal Marketing Environment.................................................................................................5
SWOT analysis............................................................................................................................6
TWOS analysis............................................................................................................................8
Marketing goals and objectives.......................................................................................................9
SMART analysis........................................................................................................................11
Marketing strategy.........................................................................................................................12
Broad Marketing Logic..............................................................................................................12
Target Market............................................................................................................................12
Positioning.................................................................................................................................12
Strategies explained...................................................................................................................12
Marketing implementation.............................................................................................................13
Evaluation and controls.................................................................................................................14
Conclusion.....................................................................................................................................14
Reference list:................................................................................................................................16
Appendix 1.....................................................................................................................................18
Appendix 2:...................................................................................................................................19

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Introduction
Marketing is an important part of strategic management it helps the company to directly deal
with the end customers in understanding their need and requirements developing the products or
services according to the changing dynamics of the industry (Kotler et al. 2013). The concept of
marketing mix has initially 4 elements, product, price, place and promotion; later other three
elements were added. A marketing plan revolves around these elements of marketing mix and
helps a company develop products which will help in earning revenue ad serving the customers
better (Kotler et al. 2013). In this assignment the organisation that has been selected is called
Lash and Brow Boudoir.
Case background
Overview of the Company
Explained as one of the finest lash and brow destination of Melbourne, Lash & Brow
Boudoir offers a luxurious service to the clients. There are two salons one in Prahran and the
other is in Richmond. The services of the organisation are unique as it specializes in lash and
brows. The company calls the employees of the organisation artist as the work that they do is
compared to art. The salon offers the clients a relaxing experience and damage-free beautiful
brows and lashes so that the eyes are the main feature for the clients to flaunt. Specializing in just
a segment of the beauty community the salon provides some exclusive services in the lash and
brow segment unlike any other salon in the region. The company is a small scale operation and
has a number of competitors in the market. Australian government supports business and trade
and has a number of provisions in order to encourage Small and Medium organisations. The
beauty industry in Australia is also growing rapidly thus providing opportunities for small scale

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organisations like Lash & Brow Boudoir opportunities. With the help of technological advances
and increased use of technology and internet among the common people the industry has
received boost, social media influences the industry as well (Campbell 2016). The services that
Lash & Brow Boudoir offers have a number of opportunities owing to the growing industry and
increased demand of the specialized services; the company just has two branches and has
opportunities of expanding further more. The service of the salon that is going to be focused in
this assignment is the lash service (Lashandbrowboudoir.com 2018).
About the service
There are a number of services that are offered by the salon, these include lash, brow,
cosmetic feather brow tattoo, waxing. As the focus is on the lashes the service is going to be
explained below.
Eyelash grooming and extensions are a raging trend in the beauty community, from social
media beauty influences to make up artists everyone is raving about this trend, the leashes are a
prime beauty feature of the face and the eyes, and thus it is important to take care of them and to
enhance their look. Wearing false eyelashes or extensive eye makeup can impact the natural
eyelashes; this is where the importance of the service comes up (Hutchinson et al. 2015). There
are people who have unflattering and parse eyelashes for such clients the lash services are ideal.
There are a number of styles of lashes that are at the service of the customer and the procedure
are taken care by trained and certified experts. The company claims that the lash extensions that
do not do any damage to the skin or eyes, as eyes are one of the most sensitive areas, several
people are apprehensive of the service (Baker 2014). The extensions will not damage the natural
lashes and will blend seamlessly. There are a number of options for the customers to choose
form depending upon their taste and the look that they are trying to achieve. The official website

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of the company has the complete list along with the price and the terms and conditions are also
described for the clients (Lashandbrowboudoir.com 2018).
Analysis of internal marketing environment and development of a SWOT
Internal Marketing Environment
In order to understand the internal marketing environment the it is firstly important to
understand the market mix of the company aligned with the external environmental factors that
impact the business.
Product or service: The service that is going to be discussed is the lash services; the company
provides grooming and adds natural looking eyelash extension for the clients. This is a
specialized service and not all beauty salon provide this, the company has trained professionals
who are skilled and certified to handle such delicate procedure. It is important for the company
to understand the requirement of the customers and explain their choice they have while picking
up the set of lashes (Lashandbrowboudoir.com 2018). The service is created after the trend of
looking after the lashes which are caused due to a number of reasons. The company has
introduced a new service in the lash department: lash tint and lash lift (YouTube 2017). The One
Shot Lash Lift is a perfect solution for the ones who are not willing use to extension service, the
procedure curls and lifts the natural lashes and keeps them in place for around 8-10 weeks
(Lashandbrowboudoir.com 2018).
Piece: The service is on the luxury end and there are also cancellation charges that are imposed
on the clients (Lashandbrowboudoir.com 2018). The Lash and Brow Boudoir understand the
importance of time and hence they encourage a 24hr prior booking and each appoint will cost the

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client $50 AUD. Furthermore, depending up on the set of lashes that the client choose the price
will range from $75- $280. Therefore, it can be said that the procedure is an expensive
indulgence. On the other hand, the lash lift procedure ranges from $85- $99 based on the time
and the range of service (Lashandbrowboudoir.com 2018).
Place: the company has two outlets one is in Richmond this is the original salon which and the
other is in Prahran. The clients have to book an appointment in order to get the services
(YouTube 2017).
Promotion: The organisation is new and operates on a small scale basis, they do not use
extensive promotion, social media plays an important role to connect with the customers and to
communicate them with the discounts etc (Nobre and Silva 2014). Apart from that as a company
that operates in the service sector serving the client is the most important business function
therefore the company uses CRM methods to improve the value of the customers (Sok et al.
2013).
SWOT analysis
Strength
 The company has good resources in
terms of skilled employees who have
the certified training to handle delicate
procedure
 There are a number of styles to choose
from therefore increasing the range of
Weakness
 It is a small scale operation
 Hardly any promotions
 The price of the service is high
 Cancelation charges imposed on the
clients
 A number of policies that has to be kept

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target market, the customers can choose
from a very subtle natural style to full
glam look.
 The ambience and the arrangement of
the salon is relaxing and gives the idea
of indulgence and calm in the minds of
the people, the behavior of the staff and
the no-fuss procedure adds to the
strength
 details and information is easily
available on the internet making
decision making for the customers even
more easy, the clients do not have to
bank on word of mouth to get
information for the services.
 Refill and removal provisions are also
available in the salon therefore
providing a holistic experience for the
customers (Lashandbrowboudoir.com
2018)..
 The lash lift and tint service is an add
on again catering to a wide range of
target market.
in mind before taking the service
(Lashandbrowboudoir.com 2018).
 The services are just limited to just lashes
and brows making the service catering to
a very niche market which in turn
reduces the range of target market. As a
small scale company it may impact on
the revenues.

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 No fuss booking can be easily done on
their website; the customers can also
call the salon and book or cancel an
appointment.
 Using latest technology in the
procedure to ensure there is no harm
caused to the natural lashes or to the
skin and eyes of the customer.
 4.6 rating in Google review
Opportunities
 The company has the opportunity to
create goodwill and expand the
business in more locations of
Melbourne.
 There is opportunity to add more style
options in order to attract more
customers owing to the new trends in
the market.
 The company has the opportunity to
provide a better set of options from lash
lift services. As the minimum price is
high the company can come up with a
new set to service that will be priced
low. This can be done by introducing
Threats
 There are a number of salon in
Melbourne that offer this service
 False eyelashes are a cheap and a more
convenient option than extension; though
it is not permanent it provides the
customers with more flexibility in their
choice. It can be also done by an
individual at their own home and for a
person who is used to wearing falsies
will take just minutes to add the lashes
therefore saving time and money as well.

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the lash perm option
(Lashandbrowboudoir.com 2018).
TWOS analysis
Strength-opportunities
 With the help of the talented workforce
the company can introduce more trendy
as well as some traditional services in
order to cater to a large target market
 The company has the resources to earn
good revenue from the business
providing the opportunity to expand the
business (Lashandbrowboudoir.com
2018).
Strength-Threats
 The company can also develop a line of
false lashes to cover the gap
 With the revenue the company can
make its brand image and loyal
customers to deal with the intensity of
competition in the market.
Weakness-opportunities
 Though a small scale company it has
opportunity to expand the business
within the geographical boundaries of
Melbourne.
 The opportunity of expanding the line
of services can broaden the target
market reach. The company should use
the niche service as the main USP of
Weakness –Threats
 Intense competition in s niche service
market is a problem that the company
has to tackle with all the above
strategies that has been stated.
 There are chances of customers easily
switching over to the competition
owing to the policies and strict
cancellation charges that are imposed.

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the salon and the specialized service as
a proof of the quality that is provided to
the customers (Sok et al. 2013).
(Lashandbrowboudoir.com 2018).
Marketing goals and objectives
As a SME the company has limited resources and the objective of the marketing plan are
therefore planned accordingly:
 To improve the connection with the customers in order to create a valuable relationship.
This will in the long run create loyal customers who will advocate for the services.
 To create a brand image as premium lash and brows care provider
 To increase the popularity of the business
 To gather feedback from the clients in order to improve and look out for opportunities

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SMART analysis
SMART Objective 1 Objective 2 Objective 3 Objective 4
Specific Create valuable
customer
Create a brand
image
increase the
popularity
gather feedback
Measurable Can be measured
by the repeated
visits
Association of the
customers with the
name and logo
Yes based on the
sales and
appointments
Will be used a data
for market survey
in order improve
the service
Achievable Yes, with premium
service and
courteous behavior
With the help of
promotion mix
Yes, with the help
of the promotion
mix
With the help od
social media
platforms and
personal contact
with the customers
Relevant Yes, need to create
loyal customers
Yes, to stand out
from the
competition
As a new company
it is important to
become popular in
the market to
attract customers
Yes, to understand
the opportunities
and scope of the
business
Time bound Measured after one
financial year by
checking the
number of visits or
recommendations
by a single client
Can be measured Over a period of
one financial year
One year

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Marketing strategy
Broad Marketing Logic
The service is based on luxury indulgence of specialized beauty, as a SME the company
will used marketing techniques that are effective based on technology and can easily reach out to
the customers (Kotler et al. 2013).
Target Market
The target market of the service includes people both male and female who are in the age
group 25-50. The incomes of the people are on the higher end and they like to indulge in make
and skin care. People who wear extensive eye makeup and wears make up on a daily basis. As
the specialized lash service idea is comparatively new hence the people who are in the target
market has to be someone who has knowledge regarding the concept and is eager to try out
something other than using false lashes all the time.
Positioning
The company has positioned the service as a luxurious indulgence which will enhance the
look of the eyes making it the most striking feature of the face (Kotler et al. 2013).
Strategies explained
Going back to the marketing mix that has been discussed above:
Product: to provide the customers with a wide and range of choice to improve the target market
reach one of the options that the company can add to the service list is the colorful lash
extensions (YouTube 2018). It is a growing trend and is also gaining popularity in Australia as

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well. Another addition to the product line is dealing in false lashes to bridge the gap of the time
and money that is spent by the customer.
Price: The price can be reduced by adding features to the service like lash perm which is less
expensive than lift and tint and providing discounts and offers.
Place: As discussed above the company has the opportunity to expand the business in Melbourne
(Sok et al. 2013).
Promotion: providing the customers with discounts and offers are some of the important features
of promotion mix, extensive use of social media, by improving the Facebook and Instagram
pages will help. The company can contact with beauty influencers like Lauren Curtis and Chloe
Morello to popularize the business. This will be like a PR activity where these people can be
requested to review the service by trying it (Nobre and Silva 2014).
Marketing implementation
Product improvising is important strategy, the company can invest in the color lashes,
before doing that a small market survey can be conducted in Instagram to understand the demand
fro the product. Partnering with Red Cherry lashes to distribute the products in the salon
(Bagnoli and Vedovato 2014).
The price can be reduced by introducing less expensive procedures like perm the lashes; it will
require the employees to be trained in the same. There is not much investment in the tools as
most of the tools used are similar to that of lift and tint (Sok et al. 2013)
Digital marketing will be used to reach out to the customers as this is the platform that is not
only effective but is also cost-effective. Platforms like email and social media will be used in

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order to reach out to the target market. Personal information like email and mobile number will
be in the Records of the booking. This will be helpful in providing the customers with
customised services and offers. On the other hand, social media platforms like Facebook and
Instagram will be used to further reach out to the customers (Öztamur and Karakadılar 2014).
The offers and discounts will be displayed in these pages and continuous feedback will be
recorded in order to keep up with the needs and requirements of the customers. The company
will not use paid services as that is again expensive (Love and Roper 2015).
Evaluation and controls
In order to monitor the progress of the marketing strategy that has been state. In order to
monitor the progress of the marketing strategy that has been stated above. The company will use
the financial statements to identify the effectiveness of the strategy the ideas. The company will
use the financial statements to identify the effectiveness of the strategy. The idea is to get the
sales and the revenue figures at least 6% more than the previous year. The increase in repeat
customers will help in identifying the progress of the idea. The idea of colored lashed and Perm
will be indentified as a success based on the data recorded in the booking (Öztamur and
Karakadılar 2014).
Conclusion
Thus it can be concluded from the above discussion, that the company has a number of
opportunities of improvement and better scope of service to the customers. With the help of the
coloured lash and last poem services the company will be able to capture a larger market which

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will help in increasing the popularity of the business as well as creating the brand image. With
the help of social media marketing and discounts and offers the company can create valuable
relation with the customers and use their insightful feedback from the survey or their feedback
on the social media. This will help the company in improving the services even further as well as
keep touch with the customers.

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Reference list:
Bagnoli, C. and Vedovato, M., 2014. The impact of knowledge management and strategy
configuration coherence on SME performance. Journal of Management & Governance, 18(2),
pp.615-647.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Campbell, L., 2016. The Business Of Beauty: Aussies Love Skincare And Makeup. [online]
HuffPost Australia. Available at: https://www.huffingtonpost.com.au/2016/09/11/the-business-
of-beauty-aussies-love-skincare-and-makeup_a_21469915/ [Accessed 30 May 2018].
Hutchinson, K., Donnell, L.V., Gilmore, A. and Reid, A., 2015. Loyalty card adoption in SME
retailers: the impact upon marketing management. European Journal of Marketing, 49(3/4),
pp.467-490.
Kotler, P. and Armstrong, G., 2013. Principles of Marketing (16th Global Edition).
Lashandbrowboudoir.com., 2018. Professional Lash Extensions & Threading Bar. Lash
Menu [online] Professional Lash Extensions & Threading Bar. Available at:
http://www.lashandbrowboudoir.com/treatments [Accessed 30 May 2018].
Lashandbrowboudoir.com., 2018. Professional Lash Extensions & Threading Bar. Booking
policy. [online] Professional Lash Extensions & Threading Bar. Available at:
http://www.lashandbrowboudoir.com/booking-policy [Accessed 30 May 2018].
Love, J.H. and Roper, S., 2015. SME innovation, exporting and growth: A review of existing
evidence. International small business journal, 33(1), pp.28-48.

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Nobre, H. and Silva, D., 2014. Social network marketing strategy and SME strategy
benefits. Journal of Transnational Management, 19(2), pp.138-151.
Öztamur, D. and Karakadılar, İ.S., 2014. Exploring the role of social media for SMEs: as a new
marketing strategy tool for the firm performance perspective. Procedia-Social and behavioral
sciences, 150, pp.511-520.
Sok, P., O’Cass, A. and Sok, K.M., 2013. Achieving superior SME performance: Overarching
role of marketing, innovation, and learning capabilities. Australasian Marketing Journal
(AMJ), 21(3), pp.161-167.
YouTube (2017). Lash & Brow Boudoir Beauty Salon Melbourne for Eyebrow Threading and
Makeup. [online] YouTube. Available at: https://www.youtube.com/watch?v=HQwudE_nEaY
[Accessed 30 May 2018].
YouTube. 2018. Mermaid Lash Extensions: Insider. [online] YouTube. Available at:
https://www.youtube.com/watch?v=v3DdOd_gL60 [Accessed 30 May 2018].

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Appendix 1
Figure: Example of Coloured Eyelash Extensions

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Appendix 2:
Figure: Example of Lash Perm