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Marketing Plan for the Targe' Full Service Spa Salon

Extracts from this document...

Introduction

Kim Dixon, Keneisha Dunlap, Mishalene Neal, Brenda Williams Marketing Plan for the Targe' Full Service Spa Salon Marketing 421 University of Phoenix Group G04BSM09 Gina Owens-Ricks February 2, 2006 Table of Contents Executive Summary........................................................ 3-4 Introduction of Service.................................................... 5-6 Marketing Strategy......................................................... 7-9 S.W.O.T..................................................................... 10-11 Services Offered .......................................................... 12-14 Segmentation Criteria...................................................... 15-16 Consumer Purchasing Criteria............................................ 17-18 Buying Process.............................................................. 19-20 Channels of Distribution................................................... 21-22 Price and Promotion........................................................ 23-26 Marketing Budget.......................................................... 27-29 Life Cycle.................................................................... 30-31 Conclusion................................................................... 32 References................................................................... 33 Executive Summary Here at Target Corporation our customer satisfaction is what keeps us going. It was with valiant effort that we push to supply our customers with all their needs and wants. Target pushes to stay abreast and ahead of our competition. We strive to create strong customer loyalty, by providing what our customers ask for. Marketing research led us to continue the development of our latest service. We created a full spa service salon. Of course the thought remained is it something that our customer would really want and appreciate it. We did our homework, and hit the streets doing surveys and talking to the people. We were pleased with the excitement and reception of the idea to truly make target the one stop shop. Target will launch a full service Spa salon in many of the Target stores. The full service salon will offer luxurious surrounding and gracious hospitality offering amenities that will have you feeling like your thousands of miles away from home. Health and beauty treatments can be tedious, tiring and worst of all time consuming. Targe' salons would like to simply relax the tug of war, with time and pleasure. Our Salons will offer an array of services meeting the needs of just about any one. Our services are intended for men and women clientele. We will have a full line of hair care services ranging from wash, color, conditioning treatment, cuts and extensions. ...read more.

Middle

The lower incomes cannot afford and seem less likely to be interested in the product or service. (www.business.gov, 2006). A good marketing mix will identify your customers. With the previous data from marketing segments the marketing team will be using the data to incorporate the appropriate services and products to be utilized at each salon. Also, with this data we will be able to form a pricing chart as well. Consumer Purchasing Decisions Many arrive at certain decisions without giving much thought as to the underlying factors that influenced the decision itself. (Armstrong & Kotler, 2005) "Ninety-five percent of the thought, emotion, and learning [that drive our purchases] occur in the unconscious mind-that is, without our awareness," There are however, times when one may sit down, after coming to a particular mindset, wherein he would consider how he arrived at this conclusion. This may require the act of reflection and evaluation. In marketing, this is where research and analysis would have their respective places. The next few paragraphs will discuss various factors that influence decisions of both organizational buyers as well consumer purchases. Marketers utilize tools to influence the decision of a consumer to purchase their products or services. These tools: product, price, promotion and place together create a marketing mix and have the exclusive purpose of drawing the attention of buyers of their products. If a product appears to satisfy a need, the actual product alone may be enough for the consumer to make the purchase; however, this is not always the case. In instances where it is questionable as the whether or not the product will actually satisfy a need or if the product qualifies as a desire, any combination of pricing, place and/or promotion may be the winning incentives to making a particular purchase. Other factors that may influence the decision to buy a certain product over another include: the economy, technology, politics and a person's culture. ...read more.

Conclusion

As the salon enters the maturity stage, the marketing management strategy is to continue to focus on being a cut above the competition and continue to improve upon the services offered in order to decrease the risk of falling into the decline stage. Conclusion Targe' Salon will be nothing short of genius due to the fact that most of consumers are women. Women generally look for convenience. We do understand that there is an abundance of hair, nail, and skin care salons. Most salons are not full service, either they offer hair care, but no skin care, or often they will offer hair and nail care, but no skin care. We want to be able a one stop shop salon, with the finest products, and experienced technicians. Currently our retail competitors are only offering to merchants food, apparel, household items, automotive service, optometry center, and even full line of groceries. By offering a full service salon to our consumers that will give us a greater edge over all of our competitors increasing revenue as well as obtaining new customers. The ability to have a one-stop full service salon will definitely affect the product positioning from the customer's point of view. It is anticipated that the salon will rank highly in the industry in positioning of the service. Targets new innovative full service salon will separate Target from the competition in the area of being a one-stop shop. The consumers will be able to relax and beautify themselves in a beautiful spa environment within the Target store. The in depth marketing plan has explored the identifying the segmentation criteria and identified that our target market is the middle class female consumer who is in the age range of 18-45, The factors that influence the organizational buyers and consumers, factors such as technology, politics and economics. The place element of the marketing mix has been examined by developing a distribution strategy for the necessary equipment and supplies and the plan has precisely outlined the details of the services offered. Targets customers will love having this service available in a location that they already frequent. ...read more.

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