ADVERTISING

College of Business & Accountancy, USLS BACOLOD

INTEGRATED MARKETING COMMUNICATION PLAN OUTLINE

Alexa’s Salon Therapeutique

I. Executive Summary

Alexa’s Salon Therapeutique opened its doors last April 1, 2012. The business was
brought up as there was no hair salon in the city that specializes in hair treatments, hence the
name. DTI needed a name of a person for the business at that time so the owner, Mrs. Mary Rose
Frances M. Uy, gave their daughter’s name, Alexa, to be used for the salon.

Alexa’s Salon Therapeutique is under Services. Mainly focused on the business category
of Personal Care Services, specifically in the field of Beauty, the salon aims to bring a whole
new perspective on beauty care to Bacolod.

II. Company Brief

Alexa's Salon Therapeutique opened its doors last April 1, 2012. The business was brought up as
there was no hair salon in the city that specializes in hair treatments, hence the name. DTI
needed a name of a person for the business at that time so the owner, Mrs. Mary Rose Frances
M. Uy, gave their daughter’s name, Alexa, to be used for the salon.

III. Situation Analysis

Section 1: Product or Service Description & Marketing Mix

Product/Services
Alexa’s Salon Therapeutique offers a wide range of services to choose from. Below are the
services that they offer;
 Price
Alexa's Salon Therapeutique provides customers with reasonable services. They have
a wide price range according to the various services they provide to the customers.
Alexa's focuses on keeping pricing competitive rather than maintaining low prices.
The prices of their products and services are listed below.

Hair
Haircut 350 pesos

Shampoo & Blow Dry 400 pesos

Hairstyle 850 pesos

Hair Treatment

Anti-hair loss starts at 2,000 pesos

Anti-dandruff starts at 2,000 pesos

Mask Treatment starts at 850 pesos

Color

Root Touch-up starts at 1,000 pesos

Tone on Tone starts at 1,800 pesos

Highlights starts at 2,000 pesos

Peek a Boo starts at 2,000 pesos

Balayage starts at 3,000 pesos

Ombre starts at 2,000 pesos

Technical Services

Digiperm starts at 4,000 pesos

C-straight starts at 6,000 pesos

Male Perm starts at 3,000 pesos

Rebonding starts at 3,000 pesos

Kerabond starts at 4,500 pesos

Keratin Blowout starts at 3,000 pesos

Waxing

Leg starts at 750 pesos

Arm starts at 500 pesos

Bikini starts at 650 pesos

Eyebrow 350 pesos

Upper Lip 350 pesos

Underarm 450 pesos

Threading

Eyebrow 250 pesos

Upper Lip 250 pesos

Full face 400 pesos

Nails

Manicure Polish 250 pesos

 Manicure Gel 550 pesos

Pedicure Polish 350 pesos

Pedicure Gel 550 pesos

Foot Spa with Pedicure 850 pesos

Beauty

Regular Facial 1,000 pesos

Galvanic Facial 1,000 pesos

Q-switched Laser 2,500 pesos

Lash Lift and Tint starts at 1,500 pesos

Henna Brows 1,500 pesos

Brow Lamination 1,500 pesos

Semi-permanent Make-up

Phibrows (retouch included) 12,000 pesos

Shading 10,000 pesos

Combination strokes 15,000 pesos

Classic Eyeliner (retouch included) 10,000 pesos

Stardust eyeliner 12,000 pesos

R-lips (retouch included) 12,000 pesos

Classic Lash 1,000 pesos

Volume Lash 1,500 pesos

Tape-in Hair starts at 15,000 pesos

Place
Having the right product or service in the right place at the right time is referred to as being in
the right place. Alexa's Salon Therapeutique is located beside Tom n Toms on 27th Lacson Street
in Bacolod City Negros Occidental. The location is easy to find because it is right on the
highway. There is free parking available right outside the salon.

Promotion

Social Media Promotion

Alexa's Salon Therapeutique has a social media account where they promote their services.
Alexa's is constantly active on Facebook, and they promote its services through sponsored posts
on Facebook.

Sales Promotion

Whenever Alexa's Salon Therapeutique has a promo, they actually announce it on their Facebook
page. For the time being, they are offering a 10% discount on their major services. Customers
must provide their fully vaccinated Covid card and booster in order to receive a discount.
Public Relations

Alexa’s Salon Therapeutique did some sponsorship before in the different events but not at the
moment. Some of the events they sponsored before are the Love Dance and they sponsored hair
and make-up when the Love Dance Started. And also, they sponsored the event of the Rotary
Club a few years back wherein they sponsored families for their makeup during their Christmas
get-together.

People

People are an important part of the marketing mix in any service. A well-chosen employee and
target audience can enhance better customer-employee relationships. The owner, manager,
hairstylist, cashier, and customers make up Alexa's Salon Therapeutique. The customer gets a
professional hairstylist at Alexa's Salon Therapeutique, who will give them their desired
appearance in the most beautiful way.

Employees keep their skills by attending seminars and trying to find the best products to use.
Employees should also be able to provide recommendations to customers. It is critical to have a
sufficient number of employees to deliver excellent customer service. Increasing employees'
salaries and providing incentives can help to have strong working relationships.

Process

Alexa's Salon Therapeutique maintains a clear and transparent process. The customers are
welcomed by the employees and instructed to wait in the waiting area. Customers can relax
while waiting by listening to music or reading magazines. Whenever the employees are free, the
information is sent on to them, and they take over the customer. They always use clean and
sanitized equipment during the treatments. It is important that employees respond to questions
from customers about the services. They also interact with customers in a friendly and kind
manner. Customers can make a reservation over the phone. Employees gather consumer
information and inquire as to when and what time the customer desires. The salon is open every
Monday to Saturday from 10 AM to 7 PM but they also open earlier for the clients who wanted
to go early as per booking.

Physical Evidence

The salon is large enough to accommodate a large number of customers on a daily basis. With
decent in- and outside lighting, decorative design, and a clean atmosphere, Alexa's has made an
attentive effort to make their surroundings comfortable. All customers have access to a
comfortable waiting space. Alexa's Salon Therapeutique is well-designed and air-conditioned,
and customers can read a variety of magazines. The place is nicely maintained; it is relaxing,
inspiring luxury, as well as provides a welcoming atmosphere for consumers.
 Section 2: A review of Brand Image, Logo, Name & Packaging

Brand Image

Alexa's Salon Therapeutique prioritizes quality above quantity, and they feel this is
reflected in how clients perceive them over a year. Alexa's Salon Therapeutique ensures that each
service is completed. Despite the fact that not everything fulfilled the clients' expectations, they
can declare that the majority of their customers have been happy throughout the years. When a
client is upset, Alexa's Salon Therapeutique tries to reach out to other clients to see if they need a
re-do. It's not only about acquiring a particular service; it's also about having a sense of the
company's reputation, perceived goodwill, and quality.

Logo

Alexa's Salon Therapeutique's logo is included and put on all their equipment on-site as well as
plastered on their shop. The salon utilizes only this logo on almost everything especially their
pages on Facebook and Instagram. Envisioning their purpose of simplicity and excellence.
Name & Packaging

Alexa’s Salon Therapeutique's name was provided by the owner Mrs. Mary Rose Frances
M. Uy from her daughter’s name Alexa.

Section 3: SWOT & Insights

Strengths Weaknesses

● Excellent services ● Cheaper competing products and

● Reasonable pricing​
● Expert technicians and stylists ​
● High customer rating (4.6 stars)​
● Good location on the high street​
● Establishes great customer relations
● The management team has wide
experience in product and business
● Capital Stock (established a strong
capital base)
● A large variety of services
services​
● Brand power (does not have a national
name)​
● Lack of reputation​ in terms of
awareness and recognition
● Timescales, deadlines, and pressures​
● Quality over quantity over customers
where they tend to focus on lesser
customers
● Lack of capacity (limited slots for
service)

Opportunities Threats

● Online marketing to reach more sales​ ● Competitive market​

● More types of services to be made
available such as Korean treatments
that are not available yet in Bacolod
● Increase product range​
● Add new support service​
● Opening a new branch
● Supply price fluctuations​
● Shift in customer taste​and preferences
● Fast changing trends
● The cost of high quality technicians
are pricy
● New offerings are easy to be
replicated by competitors

Salons operate in a competitive business with a wide range of target audiences. With so much
variation in an ever-changing sector, salons must be aggressive and strategic to keep a
competitive advantage. Alexa's Salon Therapeutique's strengths highlight aspects such as their
relationship-based selling, a firm brand name locally, a well-trained team, and a high-traffic
location are the core strength of the company. Most of the weaknesses of Alexa's Salon
Therapeutique are cheaper alternative services and lack of capabilities since they have limited
slots to accommodate their clients. The company's opportunities would be in developing their
online advertising that would reach more audiences and include introducing new hairstyles and
 styling methods, introducing new product lines and brands in the salon's inventory, and attracting
a new client market. Most of the threats in the company cannot be changed; the salon should
create strategic adaptations to overcome impending challenges. The company can develop new
strategies to counteract the competition, retain its customer base and bring in new customers.

Section 4: CPM / Competitors Analysis & Insights

1 2 3
Key Reserve Weight Score Weighted Score Weighted Score Weighted
Factors Score Score Score

Customer 0.15 4 0.6 4 0.06 4 0.06

Service

Technologica 0.20 3 0.06 4 0.08 3 0.06

l Innovation

Quality 0.20 4 0.08 4 0.08 3 0.06

Environment

Skilled 0.10 3 0.03 3 0.03 3 0.03

Workforce

Client 0.10 4 0.04 4 0.04 3 0.03

Relationship

Long Term 0.10 3 0.04 3 0.04 3 0.03

Strategy

Online 0.15 4 0.06 4 0.06 2 0.03

Advertising

Total 1.00 3.70 3.90 3.00

1 is Alexa's Salon Therapeutique; 2 is Azta Urban Salon Bacolod and 3 is Alrey Hair Salon.

Alexa's Salon Therapeutique Azta Urban Salon Alrey Hair Salon

Rivals the quality of service
and ambiance of azta but their
advertising online is slightly
lesser than Azta Salon
Bacolod. Customer services
Is the most well known salon
in Bacolod slightly by a small
margin compared to Alexa’s
Salon. Their technology is
continuously developing.
Almost on par in terms of
customer services with alexa
and azta however is not that
well known especially
because they do not advertise
 are high quality and the Also has a great customer their brand as much as their
environment is safe. relationship. rival companies.

Salons that are popular and successful often have certain things in common. In part, it is through
the recruiting of good employees and keeping up with the latest popular hairstyles and trends.
However, it may also include keeping both clients and employees happy to reduce turnover.

Because there is a lot of competition among salons, standing out among the crowd is how a salon
rises to the top. Your cosmetology license got you into the profession you love, and continuing
education courses can help you reach that pinnacle of success. Following are eight of the
characteristics you will find in the most successful salons.

Section 5: Buyer Readiness Stage / AIDA Model

BUYER READINESS STAGE - CONVICTION

Alexa's success in the Preference stage means it's time to move on to the Conviction stage.
Customers will be convinced by using social media to educate them about Alexa's services.
Showing the before and after images, demonstrations and testimonials will also convince them to
visit Alexa's Salon Therapeutique. Alexa's Salon Therapeutique can differentiate itself from the
competition by providing unique salon services. Hiring a hair influencer will also contribute to
enhancing the brand's image. Seasonal occasions like Christmas and Valentine's Day are useful
in enhancing the relevancy of salon promotions.

AIDA MODEL - ACTION

Alexa's Salon Therapeutique is at the ACTION level of the AIDA model, where Alexa's
encourages clients to schedule an appointment by providing their contact and location
information, making the transaction as simple as possible for them. In addition, Alexa's services
are promoted creatively through a persuasive promotional video.

Section 6: Review on Promotional MIX

Any EXISTING AD CAMPAIGN (If applicable)

Advertising

The company advertises itself online through a Facebook page and an Instagram account, where
they post photographs and videos about the brand.It was designed to appeal to a broad audience
and reach a big number of people. For a firm to boost its visibility and have a greater chance of
persuading customers, as well as to raise overall awareness about the company's products and
services, social media is a beneficial investment.
Sales Promotion

The business involves short-term promotional activities such as the vaccination card discount. It
offers 10% off on all major services for cash transactions once the customer presents his/her fully
vaccinated covid vaccine card along with the booster shot. It is designed not only for safety now
in the pandemic, but also to encourage immediate purchases.

Public Relations

Sponsorship is the form of public relations that the company employs. They have previously
funded activities such as the Love Dance and a Rotary event where they financed the families'
hair and make-up for their Christmas get-together. They also promote their items through word
of mouth and social media sites like Facebook.

Section 8: Summary of Problems (COVID situation)

Areas you want to help your company with
(Generalizations about the current situation and how might
your goal/s help the company)

Even in difficult times, the professional beauty sector has prospered. As a result of their intimate
interaction with their clients, the pandemic hit the business severely. The salon's and its clients'
health and well-being are significant priorities. Alexa's Salon Therapeutique attempted to
provide services at clients' homes. It was difficult to perform it in the client's house, but they do it
in the salon once the restrictions are lifted. They did not lay off any employees and continued to
provide services.

IV. IMC Planning Process

A. Target Market Describe you target market, in detail, using the segmentation

approaches.

Alexa's Salon Therapeutique is located in a very strategic and populous place in the metro. The
business target market is mainly focused on Bacolod residents since the resources in the area are
limited. People from other cities in Negros are also targeted by the business.

When deciding on a target market, the business considers a number of variables first is
demographics, which describe who potential customers are in terms of age, gender, work status,
and other variables. They mostly aim to reach men and women between the ages of 15 and 50
who have a middle to high income. Next is geographic, which describes the physical location of
the target customers (Bago, Cadiz, Escalante, Himamaylan, Kabankalan, La Carlota, Sagay, San
Carlos, Silay, Sipalay, Talisay, Victorias). Then there's psychographics, which depicts the
intrinsic human characteristics of people in the target market. This covers hobbies and leisure
activities, as well as entertainment interests and preferred sources of information. Finally,
behavioral patterns define customers' purchasing habits.

B. Positioning Strategy – Positioning is the perception created in the consumer’s

mind regarding the nature of the company and its products relative to the
competition.

Giving you top-of-the-line and high-quality services that are reasonable and within the budget
will be the image of Alexa's, showing that luxury isn't always expensive and pamper days aren't
supposed to be costly.
Alexa's Salon Therapeutique will market itself as a convenient and high-quality hair salon.
Alexa's will provide service at a fair cost. Alexa's will use its competitive advantage to attain the
target positioning:
1. The competitive advantage of Alexa's Salon Therapeutique is exceptional customer
service. Alexa's Salon Therapeutique understands that the hair cutting/styling business is
competitive, making it tough to distinguish apart. Excellence in this is especially vital in
the salon industry.
2. For almost ten years now, Alexa's has been holding the same staff since establishment
with nearly a decade of experience, which has built a strong foundation of trust and
long-term relationships with their clientele. The salon offers high-end, environmentally
friendly, and organic products and services.
3. Providing the option of home service allows customers the convenience and safety to stay
at home when needed. This allows Alexa's Salon Therapeutique to stand out from its
competitors.
4. Investing time and money in training programs, particularly for new employees, regular
meetings to discuss any concerns or complaints the employees may have, incentives, such
as a day off or a more extended lunch break, to those who perform well to ensure that
clients have the best possible experience, making it easier to convert them into long-term
customers.
With all these, Alexa's Salon Therapeutique has put itself in a more advantageous position as it
will be able to compete with and outlive larger chains and independent salons by delivering
excellent customer service.

C. Communication Strategy - Most IMC campaigns will emphasize one

communication objective, but may accomplish other objectives in the process.
There are some logical combinations, such as developing brand awareness
and building customer traffic. Increase market share would fit with increase
sales and encourage repeat purchase actions. The key is to match the
objective to the medium and the message.

With the #PamperedByAlexas campaign, Creatify wants to increase sales leads and brand
recognition of people to the salon and further customer retention. Specifically:
1. To increase customer traffic to the physical store and social media accounts;
 2. To increase sales and market share to broaden reach within Bacolod City and adjacent
towns; and
3. To build solid and long-term relationships with customers. Enhancing repeat purchases in
the effort to increase usage and brand loyalty.

Creatify will continue to showcase Alexa's Salon Therapeutique services through online
marketing using different social media platforms to achieve these. As Alexa's Salon
Therapeutique is currently utilizing an Instagram page, Facebook page, and a Tiktok account,
Creatifty wants to move forward with maximizing the usage of these platforms to further
increase audience engagements and market reach. After that, we will be expanding our market in
the stages of Youtube and Twitter.

In line with this, our #PamperedByAlexas campaign will be promoted through all our
social media pages and will be advertised on site as it aims to hear our clients' experiences for a
chance to win a price from Alexa's Salon Therapeutique. Echoing this to as many audiences as
possible, we propose to sponsor a boosted ad on Facebook and Instagram to not only reach the
organic audience of almost 13,000 followers of Alexa's on Facebook and Instagram but to reach
those who have been left out.

Let alone one of the most effective strategies that we could take advantage of is "word of
mouth." Customer satisfaction is our primary goal every time we perform services for our
clients; therefore, the excellent news of exceptional service can only be shared and not be left
unsaid. Aside from it being very effective because of personal experiences, we can also save
from costs because Word of Mouth is free marketing. This type of technique is called
relationship marketing. It solidifies the bond of loyalty with customers. This can be used for the
benefit of competitive advantage as it will stabilize the position of the business in the market.
The ability to keep a customer for life is a decisive competitive advantage.

V. IMC Campaign Brief

Section 1: Advertising Campaign

For almost ten years now, Alexa's Salon Therapeutique has been offering the people of
Bacolod City high-quality and affordable services from head to toe. They have been present in
the market since April 1, 2012, continuously building a great rapport with clients up to this date.

Creatify aims to (1) increase customer and audience traffic, (2) to increase sales and
market share in Bacolod City and adjacent towns, and (3) to build solid and long-term
relationships with customers.

Using this campaign, Creatify Agency will assist Alexa's Salon Therapeutique in convincing
customers to choose Alexa and only Alexa. The best approach is to educate them about the
services via social media advertising and sales promotion. Creatify will empower customers by
creating a campaign covering Alexa's services and the before & after looks of each service.
Customers will be more confident that Alexa's Salon Therapeutique is the most excellent go-to
salon for the treatments Alexa's will provide as a result of the campaign.

Since their start in the business, Alexa's Salon Therapeutique has established itself as one of
the pioneering salons in Bacolod that offers excellent service at reasonable prices. Their tagline:
"We will always leave you pampered." has brought them to their current reputation as the only
hair and beauty care salon that focuses on exerting the most significant efforts to each client at
fair rates.

Creatify wants to further this mission to greater heights to increase customer retention and
expand market reach by solidifying this duty and mission of being the best treatment hair and
beauty salon in Bacolod when catering to customers' specific needs. Alexa's Salon Therapeutique
empowers its service to clients by catering tailored solutions to each through prior testing and
analysis for clients to receive the appropriate and exact service they require.

Our targets for this project are (1) existing and past clients of Alexa's Salon Therapeutique,
(2) potential clients for the salon, and (3) all others. Specifically, this campaign will push for the
demographic of all men and women from ages 18 to 40 in Bacolod City and adjacent towns.
#PamperedbyAlexas is a project that would encourage the salon's current and previous customers
to step up and share their experience while being serviced at Alexa's Salon Therapeutique. This
campaign will be a challenge and competition where clients will have to post a video or a picture
of their experience at the salon and how being #PamperedByAlexas made a difference within
themselves. The winner at the end of the campaign will win a prize.

This campaign aims to showcase further the service of Alexa's Salon Therapeutic to the public
and push forward with increasing sales leads and growing customer retention at the display of
excellent service through client experience and convince more as they have a closer look at how
Alexa's works.

Furthermore, Creatify will be promoting this campaign through in-store direct information
and using the digital means of Facebook and Instagram Ads on Alexa's Salon Therapeutique's
pages. This campaign will include reaching out to known or famous regular and previous clients
of the salon to engage and start the challenge. This will encourage more to join and take part in
sharing their #PamperedByAlexas memory.

Finally, although Alexa's Salon Therapeutique has been in the market for years now, they
have yet to establish their reputation in Bacolod. Moreover, with competition emerging
everywhere, Creatify aims to solidify its standing as the best at being the first and the only hair
and beauty salon in Bacolod, even in all Negros, to have top-notch specialized and customized
services for each client at prices that are economical and competitive.

Section 2: IMC TOOLS Selection and Planning

Advertising

Social Media - Since the business utilizes Facebook and Instagram, it is a powerful digital sales
promotion tool because it can reach people across the globe as well as get very specific on the
target market. As a result, the business's products and services will be extensively disseminated
and reach a large audience within the shortest time frame possible. This will allow more
individuals to learn about the said business. The business will create a video-based that will look
and feel like user-generated content. The effective pictures or videos being posted will also catch
the attention of many customers and be easily persuaded by the services that the company offers.

Outdoor (Poster) - The business will create a poster containing the salon's promo that will be
posted in crowded areas in the city and it will be posted also on Instagram and Facebook story.
This type of advertising can help to tempt a large number of the target market to try the salon.

Public Relations

Sponsorships - The business sponsors various events and family gatherings by providing hair and
make-up for the attendees. As a result, the company will gain a reputation as a major event
sponsor. People who have been well fed will appreciate the service and will most likely aid to
raise the business profile through word of mouth. By the use of sponsorships, in any event, the
business will gain customer loyalty and popularity.

Blogging - By doing blogs, it will be very beneficial to the business because it can help the
business to be known and customers can gather information about the services of the salon. By
providing thorough and easy-to-understand information about the business, the customers will
take time to know more about it and are more likely to visit the salon the next time they need it.
This is also an effective strategy for attracting customers' attention and generating interest in the
company's products and services.

Sales Promotion

Percentage Discounts - Whenever Alexa's Salon Therapeutique has a promo, they actually
announce it on their Facebook page. For the time being, they are offering a 10% discount on their
major services. Customers must provide their fully vaccinated Covid card and booster in order to
receive a discount. Sales promotions allow potential customers to try something new, with low
risk. This creates a focused marketing approach since sales promotions are events that allow a
company to focus all its channels of marketing. This will also help the business in attracting new
clients and keeping existing customers loyal to the brand at the same time.

Loyalty Card - The most significant advantage of a loyalty program is increased customer
relationships. It's an incredible strategy to keep clients returning to your beauty salon. Loyalty
cards will give prizes and discounts is an easy method to expand the salon. If a customer has
previously purchased 10 treatments with the loyalty card, he or she will receive free salon
services.

Section 3: Define the advertising appeal for your IMC plan

Less than perfect appeal

Advertisements often try to persuade people to make certain purchases by pointing out their
flaws and making them feel less perfect and dissatisfied with their current situation. We chose
this appeal because the company's major focus is on services that can help customers look better.
It will be significant to the target market because it will directly address them and have an impact
on their confidence as well as the benefits they may receive from the service. This appeal
emphasizes the service by addressing the customer's concerns and providing the finest service
possible to meet their needs.

Plain Appeal

The concept behind plain appeal is to persuade buyers that the service they are considering is not
odd, unconventional, or out of the ordinary. This will be effective in addressing individuals that
self-care is normal and should not be looked upon as a lavish expense; but rather as a norm that
makes people happy and satisfied. Furthermore, it will empower everyone to push towards
breaking beauty standards that there is nothing wrong with looking simple or different.

Section 4: Define the Message strategy you will use in your IMC campaign

Affective Strategy

This strategy will be relevant to the business services and target audience since the services
provide an impact on the customers' emotions, which can be linked to the services in a variety of
ways. It works with the Less Than Perfect Appeal because of its concentration on pointing out
their flaws while also providing the greatest treatment. It creates a strong relationship between
the product and the customer's emotions and best experience, promoting trust, reliability, and
satisfaction.

Conative Strategy

As a prominent salon in Metro Bacolod, Alexa’s is set to focus on rectifying the brand image into
being the best beauty treatment salon in Bacolod. Therefore, equipping the Conative Message
Strategy is the best way to increase customer retention and build a lasting relationship with them.
Utilization of the salon’s social media platform to spread the word of the #PamperedByAlexas
campaign, a video testimony contest that all clients can join where one lucky participant can get
a reward. In addition, Alexa’s Loyalty Card will be made available for regular clients to enjoy
and new ones to be encouraged to go back for their next service. All of which appeal to
customers who are at the stage of conviction and purchase.

Section 5: Describe the type of executional framework

Testimonials

Testimonials, such as customer reviews, will be used on the company's social media page.
Receiving feedback from customers will assist the company in improving its service. Positive
client testimonials help to create credibility and trustworthiness as a business, thus testimonials
are the ideal option for the service. It is the best option because it will provide prospective clients
with information about the service. Poor reviews can also assist a business to enhance its service
and obtain new insight into its offerings.
 V. Budget Strategy Discussion

The objective of our IMC plan for the salon is to assist them to persuade new consumers and
raise brand recognition. We will advertise the salon through social media networks and word of
mouth. We will also utilize posters to attract the attention of passers-by, and the posters will be
produced on high-quality paper; the poster price will be around 300 pesos. A print advertisement
will cost around 200 pesos. We will also have a loyalty card to provide consumers prizes,
bonuses, and incentives in order to create trust, inspire customer loyalty, and boost customer
retention, with the printing cost of around 500 pesos. The campaign budget is around 2,000
pesos.

VI. Recommendations

When comparing the service sector to the product industry, it is usually more difficult to achieve
success in the latter. Customers in the service business are frequently more critical and
demanding than their counterparts in other industries, owing to the fact that they are in direct
contact with the service and have more touchpoints with it.

To provide great customer service at a beauty salon and ensure that clients have a positive
experience, managers must maintain service standards in perspective while placing the consumer
at the core of the business. Customers do not appreciate being rushed into receiving a spa
treatment or a haircut without first considering their options. It is not just about the cost of
therapy, but also about the influence that it will have on them. Alexa’s could provide clients with
the time and attention they need, and carefully attempt to comprehend their needs and
expectations. This will assist the client in developing trust in the company as well as enabling to
give better customer service since the company will understand what the client is searching for
and how to deliver it correctly. Alexa’s should make sure to ask the customer all of their
questions and address all of their concerns, as well as provide them with a general sense of how
everything will be carried out. Clients visiting the salon should be able to relax and enjoy
themselves while receiving the services provided. As Alexa’s utilizes Facebook and Instagram
for advertising, Alexa’s could invest in Facebook Advertising to boost Facebook's posts.
Enhancing the Facebook postings can gain greater attention not only locally. Facebook
advertising may be one of the most successful and efficient methods of attracting new customers
to your company.

Peer Evaluation
Appendices

Members Task Given Remarks Rating

ERIKA CASEÑAS Company Brief ● Shares Ideas 5/5

Situation Analysis ● Finished the
IMC Campaign Brief task on time
Budget Strategy ● Good quality
of works

SIERRA IMC Planning ● Submitted the 5/5

DIVINAGRACIA Process task before
IMC Campaign Brief deadline
● Submitted
good quality
of outputs

MISHAEL Situation Analysis ● Submitted the 5/5

FIRMALINO IMC Campaign Brief task before
deadline
● Submitted
good quality
of outputs

GABRIEL Situation Analysis ● Submitted the 5/5

GONZALEZ IMC Planning task before
Process deadline
● Submitted
good quality
of outputs

ERICKA JANE Executive Summary ● Submitted 5/5

MOLEJE Situation Analysis good quality
IMC Campaign Brief of works
Audio-Visual ● Shares Ideas
Presentation ● Proofread the
paper

ABIGAIL Executive Summary ● Submitted on 5/5

MONTAÑEZ Situation Analysis time
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RIZZA MAE Situation Analysis ● Submitted the 5/5

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● Submitted
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