The control and Implementation for the hair salon - Essay Example

The Control and Implementation for the Hair Salon Once the best marketing strategies for the salon have been chosen it is important to draw up a planthat will ensure the success of the chosen methods. This is because no matter how good a strategy is, appropriate implementation and control will be needed if the marketing endeavors are to be in favor of the owner (Rakesh, 2005). Choosing the best way to implement these marketing strategies will require one to focus the plan across the 4Ps of marketing; these are product management, place, promotion and pricing (Patterson, 2008).

The product management in this case will focus on the services that are offered, the pricing will determine the cost of those services, the promotion will concentrate on the amount of advertising involved and the place will focus on the location of the salon and how the owner can use that location to his advantage. Implementation When it comes to implementation of the strategies that have been decided on, there are several factors that one has to consider when looking at the various creative strategies and media tactics that have been put in place.

When dealing with enhancing the experience for the clients of the salon, the glass of wine may be a good idea, but it is also important to consider the non alcoholic clientele that may visit the salon as well so as to avoid them feeling left out. This can be solved simply by adding non alcoholic/fruit wines to the complimentary drink list. There should also be a maximum number to the glasses of wine offered for free to ensure that the salon does not undergo a loss, 3 glasses would be an appropriate number for each customer.

The wine should also only be offered to those who have come for a service and are not just accompanying their friends. The loyalty schemes will also need to be set up in such a way that will trounce those of their competitors so if, for example, the 10% off can imply to loyal customers for a whole year instead of just the next haircut. Students with an ID card from their school can also get a 5% off on the weekend so as to take advantage of the salons proximity to Hull University. Children who get their haircuts at the salon can be offered small pieces of candy at the end to earn their loyalty as well as this make them insist on getting their haircut their the next time.

Control When it comes to control it is important to ensure that the marketing strategies chosen do not affect the profit margin of the salon in a negative manner (Kotler & Keller, 2006), meaning that the salon should not undergo losses as a result of implementing these chosen strategies. This can be observed using a number of ways such as the number of free haircuts given in relation to the new customers acquired. This is to say do the new customers introduced come back afterwards or is just a one time thing.

The number of students coming in for a haircut compared to the reduction in price should also be observed as well as the effect of the 10% off for a year for loyal customers (does this encourage them to come back after the year is up). The plan chosen for the implementation and control of the marketing strategies, (the 4Ps) is due to the service nature of the business which means that all factors will need to be considered since one cannot simply focus on the quality of the product itself. A service is not something that one can take home with them, so customers should be able to fully enjoy it while they are there.

References Kotler, P. Keller K. L., 2006, Marketing Management, 12th ed, Pearson Prentice Hall, Upper Saddle River, New Jersey. Patterson, L., 2008, Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization, Racom Communications. Rakesh M. J., 2005, International Marketing, Oxford University Press, New Delhi and New York.