Marketing Plan for the Targe' Full Service Spa Salon

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Targe’ Salon       

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.  Nail care services are intended to soothe and comfort our customer’s hands and feet, with added functions such as nail art and silk wraps.  Our hair removal treatments will offer facial and some body waxing as well.  Facial care services will include quick simple exfoliating and toning to complex ultimate facial treatments.  Last area of treatment will be massages. Whether the customer’s need is a simple foot massage, or release of stress with a deep tissue massage, we will meet the need.

The foot traffic alone in our stores will not be enough to ensure strong business flow.  To capture our anticipated audience, we will launch a full promotion plan to get the information about the new service, to the public.  Our existing advertisement in commercials and radio will be enforced; as well as a full color brochure about the salon added to the weekly Target ad.  The first weeks of business will be promoted with special discounts and giveaways in the salon.  We are confident that the services provided would keep the customers coming back, long after the giveaways have stopped.  

Introduction

When consumers think of large retail chains, usually it is safe to assume that no matter who, what, when or where you are, you know the red bulls eye.  Although you identify Target with the red bulls eye, Target was on the retail map long before it became well known. George Dayton founded target in 1902. George Dayton opened a retail store in downtown Minneapolis.  Originally known as the Dayton Dry Goods Company, it became the Dayton Company in 1910. In 1962, the Dayton Company became public and opened its first Target discount store in Roseville, Minnesota, a suburb north of St. Paul. By 1979, it would be the company's top revenue producer. The retail industry is starting to recognize the need of today’s society.  While Target offers a selection of general merchandise, including apparel, electronic, health and beauty aids, toys, sporting goods and household products.   Super Targets are quickly emerging giving customers a small selection of supermarket items, as well as full pharmaceutical and vision center access. (targert.com)

Consumer reports have deemed Wal-Mart the number one retail store with Target following close behind as number two. Wal-Mart seems to have the idea on what to offer other than just the traditional items found at retail stores.  They offer a full line of supermarket and pharmaceutical services within various stores. Wal-Mart has learned that killing two birds with one stone gives an upper hand on the competition.  To keep in competition with their competitor Target will be opening a full service spa salon inside of their already existing stores called the Targe’ Salon.

The full service salon will offer hair care services such as hair extensions, woven hair extensions, braids, dreadlocks, cornrows, hair styling, highlights, corrective color, perms, straightening and a special occasion hairstyle. In addition to that Target full service salon will offer skin and body care with relaxing massages, a luxurious facial, microdermabrasion, and waxing.  No salon is complete without a nail care service to apply silk fibers for strengthening the nails, tips or acrylics to extend the nails, as well as, the classic manicure and pedicure. We realize that men require grooming and pampering as well, so for out men clientele we will offer haircuts, beard trims, mustache trim, hair shape ups, and color treatments as well.  Target’s full service spa salon will provide all the services and products you need to look and feel your best.

When starting a new service or introducing a new product the biggest question is how to capture the markets attention. Through the years companies have learned that it does not simply mean showing a commercial or radio promo, to successfully launch a product or service.  It has been learned that extensive research and strategizing is the first step to developing a new marketing plan.  A company has to survey the market, pick the consumers minds and find out what their needs and wants are.  Starting a new business takes motivation, dedication along with lots of research and planning.  It is important to develop a strong marketing/business plan.  This brainstorming will allow you to consider some issues that may have been overlooked with the initial development of the idea.

        

Marketing Strategy

When marketing a particular item or service it is almost impossible to tackle an entire market, this is left to be handled by the larger companies.  By creating a smaller business such as our Salon within Target, we can continue to saturate the entire market as well as a more manageable specialty market.  We will have the opportunity to focus on specialized goods and services being offered to a specific group of individuals.  Since this is a completely new service being offered to Target customers it is imperative for us to attract and maintain a growing number of satisfied customers.  When developing this idea we had to think of something to put us ahead of our number one competitor, Wal-mart.  Being that this is not an avenue being explored at Wal-mart, we at Target now have a competitive advantage over them.  We will be able to offer our customers an elaborate choice of pampering and shopping; covering consumer wants and needs in one stop.

        With in-depth market research, well explored marketing strategy and concise target market we will know exactly what ways to promote our new service.  The success of this service will rely heavily on promotion.  We will not only have to focus on advertisement but really get out and interact with customers.  The spa, hair and nail technicians will have to learn the craft of salesmanship.  We want to gain customer satisfaction and create an outstanding reputation to attract and keep customers. Not only will our focus be for us to be profitable, we want to truly show our customer what they will gain from patronizing our salon.

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Target marketing strategy must include a marketing research approach to find out if there is a need and/or want for the services offered. Marketing research is defined as, the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions (Kerin, 2006).

Target caters primarily to women customers between the ages of 18 and 50, therefore already has the foot traffic of tens of thousands of customers in each store on a weekly basis. Majority of who typically use salons for the services Target will make available. The presence of the customer base is ...

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