Marketing Consumer Behaviour for Rambo Hair Salon

This study focuses on the marketing plan for Rambo Hair Salon, a new hairdressing venture in Australia. It includes the background of the company, target market, positioning, marketing mix, and extended marketing mix.

Running head: MARKETING CONSUMER BEEHAVIOUR
MARKETING CONSUMER BEEHAVIOUR
Name of the student
Name of the university
Author note

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Table of contents
1. Introduction..................................................................................................................................3
2. Background of the company........................................................................................................3
3. Target market...............................................................................................................................4
4. Positioning:..................................................................................................................................5
5. Marketing Mix...........................................................................................................................10
6. Conclusion.................................................................................................................................11

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1. Introduction
Marketing plan leaves a significant impact in enhancing brand image and reputation of an
organization (Ghezzi, Cortimiglia and Frank 2015). Providing superior quality of products and
services is not the only vision of business experts. In order to grab the customers’ attention the
business experts have to focus on introducing and positioning the brand in market so that
customers can get in-depth knowledge about product components. Rambo Hair Salon is one of
the startups among hairdressing ventures in Australian market. With proper marketing
innovation, the business experts intend to introduce their brands in the market of Australia to
grab the attention of target market.
2. Background of the company
Rambo Hair Salon is a new business start-up especially famous for hairdressing and
chemical treatment. As a new business venture, the organization has faced immense competitions
in the market. Australia is possessed with innumerable established hair salons endowed with
superior quality of products and services. In quest of surviving in the market of Australia Rambo
Hair Salon primarily aims to establish the brand in Australia with high quality of services in
affordable price range. The customer service providers are very much flexible in providing
effective services along with having multi-lingual flexibility (Cronin-Gilmore 2012). In this kind
of situation, the customers do not have to face challenges in communicating with the service
providers. After launching a new hairdressing venture, Rambo Hair Salon did not make any
effective promotional plans for marketing and creating brand identity. As a result, customers of
various geographical boundaries are not aware of their products and services. This very specific
study has focused to make detailed marketing plan by implementing effective strategies and

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polices. They have used appropriate media tools as well in order to introduce their products and
services in the market of Australia.
3. Target market
STP analysis:
Segmentation:
Before making an effective marketing plan the business experts have to segregate the
target market. In order to evaluate the target market segmentation the business experts of Rambo
Hair Salon have implemented STP analysis, which includes segmentation, targeting and
positioning. The entire target market is segmented as per geographic, demographic and
psychographic basis. Geographic market segmentation involves most of the well-known market
regions of Australia. Sydney, Brisbane, Melbourne are the three primary geographic zone where
the attention of customers can be grabbed. People having average level of income status can
easily be involved in their target group (de Luca 2014). The price range of the products is very
much affordable for those people who have average income status. People from 18 to 30 age
group are the primary target audience. In order to survive the entire business in fashion industry,
the business experts have primarily targeted the young generation. On the other hand, the
products and services are designed for the people of various psychological beliefs and attitudes.
In this kind of situation, the business experts have targeted the people from various cultural
backgrounds and psychological attitudes (Foxall 2014). In addition, the service providers are
very much comfortable in dealing with the people of different cultural backgrounds.
Target:

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The target group is primarily segmented as per the income status and age group of
people. The price range of the products is very much affordable for those people who have
average income status. On the other hand, the products and services are designed for the people
of various psychological beliefs and attitudes. In this kind of situation, the business experts have
targeted the people from various cultural backgrounds and psychological attitudes. Sydney,
Brisbane, Melbourne are the three primary geographic zone where the attention of customers can
be grabbed (Galliers and Leidner 2014). In addition, the business experts are very much efficient
in providing high quality of products in moderate price range.
4. Positioning:
In order to position the brand new media tools as well as social media tools both are used
in order to grab the attention of large number of customers. Social media platforms like
Facebook, Twitter, Instagram are used to introduce varieties of hair dressing styles and
approaches. At the same time, as a traditional media platform electronic media is used for
middle-aged customers (Görener, Toker and Ulucay 2012). With the emergence of new
technology the business experts have primarily focused to invest their expense towards
promotional tools so that brand can be positioned properly. An estimated promotional budget for
positioning Rambo Hair Salon is as follows:
Promotion Tools Amount
(AUD)
Digital Media Marketing Tools
Facebook $ 5,000
Twitter $ 4,000

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Youtube $ 7,500
Total Social Media Marketing expenses $16,500
Other Online Marketing Media
E-mail Marketing $20,000
Online Display advertisements $16,000
Other Online promotional Campaigns $28,000
Total Budget for Online Media $64,000
Traditional Marketing Media
Newspapers $15,000
Magazines $25,000
Total Print Media $40,000
TV Channels $85,000
Billboards $20,000
Total $105,000
Total Required Budget for Promotion $225,500
Table: Estimated promotional budget for positioning the brand in Australian market
(Source: As created by the Author)

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High Quality
Low Quality
Low Price High Price
Rambo
Figure: Positioning map
(Source: Created by author)
In the above positioning map, it has been identified that Rambo has been positioned in
the high quality moderate price. In that case, the major competitor will be Abalines Chez Femme
Beauty as it also provides high quality of products in moderate price. The positioning strategy of
an organization can be developed and convinced in different ways. In order to drive the
competitive and objective attributes, the pricing strategies are being introduced in the market.
Depending on the characteristics of the products, the positional strategies of the company can be
changed. Positioning is being considered as an effective marketing concept that can outline the
business objectives in the right manner. In most of the cases, the organizations adopt the
effective positioning strategies for sustaining in the competitive market. In order to implement an
effective positioning strategy, the organizations focus on creating image of the products for
attracting the targeted audience. In order to create better position in the market both the direct

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and indirect initiative can be adopted by the company. it is true that social media marketing
through Facebook, Instagram and twitter can help to increase its popularity in Australian market.
There are various theoretical approaches, which helps to drive the positioning strategy in an
organization. The marketing theories life, Ansoff matrix, Stakeholder analysis and consumer
decision making are the important theoretical aspects, which influence in the positioning strategy
of the company. In this study, Ansoff matrix has been highlighted for analyzing the marketing
strategy of Rambo.
Figure: Ansoff matrix
(Source: Dawes 2018)
In the above diagram of marketing, Rambo can adopt the product development strategy,
as Australian market is not new for the company. In order to grab large numbers of customer
attention, it has decided to launch new product in the market. Different pricing approaches have
been discussed, which can help to influence thee marketing practice of Rambo.
The price quality approach
As stated by Ghezzi, Cortimiglia and Frank (2015), the approach has shed light on
various categories of price qualities, which are being attempted by the manufacturers for

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providing standard quality of service to the target audience. In this case the company charges
higher rate against performance features or premium products. On the other hand, it is also true
that in case of promoting the mass products, it is also major concern for Rambo to maintain
minimum standard so that it can be sustained in the market. If the company will adopt this
positioning approach in the workplace, it will help to maintain its product quality.
The competitor approach
In this types of approaches the positioning can be done depending on the implicit and
explicit frame of one or more competitors. As stated by Cox (2015), in this approach two types
of frameworks have been mentioned. Brand image is one of the important [positioning
framework, depending on which the market stability can get affected. Some of the cases, it
becomes harder for the company to locate it in the positioning map when the competitor has a
stand brand image. On the other hand, positioning can also get influenced depending the
customer relationship management practices. In order to sustain in the competitive market, link
with the consumers is important. In the positioning map, it is clearly mentioned that the company
can face the threat from Abalines Chez Femme Beauty, as it has established its strong brand
image in the market. in that case, focusing on developing relationship with the customers, the
company can sustain in the market.
The cultural symbol approach
In the words of Hill, Jones and Schilling (2014), The organizations mostly use the deeply
entrenched culture symbols for maintaining uniqueness in the market. With this initiative, it
becomes easier for the company to differentiate its products from the competitors. The
advertisements are being developed by keeping the cultural perspectives in mined so that it helps

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to attract the target audience. Analyzing the behavioral characteristics of the Australian people, it
has been identified that they are culture oriented. in that case, it can be assumed that the cultural
symbol approach can be beneficial for the company to grab the attention of target customers.
5. Marketing Mix
Pricing:
Affordable price range with the help of fast service method is the primary USP (Unique
selling point) of Rambo Hair Salon. As a result, customers having average income status can
afford the services of Rambo Hair Salon. For that, the customers do not have to compromise
with the quality (Hogg 2012). Service providers are very much professional and efficient in
maintaining superior quality of services.
Distribution:
Two types of distribution strategy is accessible in Rambo Hair Salon. On one hand, the
customers can visit the stores in order to direct services from the hairdressers. On the other hand,
the business experts provide online services as well (Jugenheimer, Sheehan and Kelley 2015).
The customers can make online appointment from the service providers with the help of which
customer can receive home services as well.
Promotion:
Traditional media as well as social media tools both are used in order to grab the attention
of large number of customers. In order to promote the brand new media can expand their entire
business in the international market as well (Lee and Lam 2012). At the same time, as a
traditional media platform electronic media is used for grabbing middle-aged customers by
multiplying the meesages beyond going regional market. It has decided to promote its products

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through social media channels like Facebook, twitter and Instagram. TV advertising will also be
done by the company for attracting large numbers of customers.
Extended marketing mix
Product
The company provides the hair dressing service in reasonable ranges. Hair spa, haircut,
blow dry and others hair related facilities will be provided. Order to grab the attention of the
customers, it has decided to introduce the discount offers in the opening day. It will be easier for
the company to grab the attention of the customers.
Place
The product will be distributed through the retailers. However, the company has also
decided to introduce online distribution process. The company has placed its headquarter is in
Sydney. It has decided to introduce 20 salons in all over Australia. Analyzing the current market
trend of hair dressing companies, it has adopted the rapid expansion strategy.
People
With the 20 numbers of employees, the product will be launched. For providing effective service
training will be provided to the employees.
6. Conclusion
In this study, it can be concluded that the in order to implement effective marketing
strategies, it is very important for the company to analyze he target market. Analyzing the
situation of the company it has been identified that it provides good quality of products in

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reasonable price. By introducing diversified hair dressing products in the market, the company
aims to establish its strong brand image in the market.

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