Marketing Consumer Behaviour for Rambo Hair Salon

Running head: MARKETING CONSUMER BEEHAVIOUR
MARKETING CONSUMER BEEHAVIOUR
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MARKETING CONSUMER BEEHAVIOUR
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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MARKETING CONSUMER BEEHAVIOUR
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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MARKETING CONSUMER BEEHAVIOUR
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: