Consumer Attraction via Marketing: Aanana Salon Case Study Report

This report examines the role of marketing in the beauty salon sector, using Aanana Salon as a case study. The introduction provides an overview of marketing's importance in the beauty industry, highlighting the shift in consumer behavior towards salon services and the increasing competition. The literature review explores marketing concepts, the role of marketing activities in attracting consumers, factors considered by salon managers, and the issues arising in marketing salon services. The research methodology outlines the data analysis, sampling techniques, and ethical considerations, including a questionnaire used for data collection. The data analysis section discusses both primary and secondary data findings. The conclusion and recommendations summarize the key findings and suggest strategies for improving marketing effectiveness, while the self-reflection section offers personal insights. The report aims to understand the role of marketing in attracting consumers to Aanana Salon, covering various aspects of marketing, consumer behavior, and industry practices.

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
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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
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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
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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:
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 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
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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.
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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
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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.
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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
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