Romblon State University

COLLEGE OF BUSINESS AND ACCOUNTANCY

Main Campus, Odiongan Romblon

JD's
BEAUTY SALON

MARKETING PLAN Submitted to:

Submitted by:
Diioj Rey T. Asls,
Joyce-Khiannah M. Jabile LPT
Part time Lecturer
JOYCE-KHIANNAH M. JABILE
Address: Concepcion Sur Sta Maria
Romblon
Contact Number: 09612218930
Course: BSA / BLOCK 1 / 1st Year
Executive Summary
There is a need for a full-service beauty salon
dedicated to consistently providing high customer
satisfaction by rendering excellent service, quality
products, and furnishing an enjoyable atmosphere at an
acceptable price/value relationship. JD's Salon is a hair
salon in Concepcion Sur Santa Maria that caters to the
entire family's hair needs in one convenient location and
welcomes both appointments and walk-ins and serves
men, women, and children. It also sells hair care products
at retail. It can serve the entire family in a single quick
and convenient visit.
Executive Summary
The primary objective of this marketing plan is to supply
services and products that enhance our clients' physical
appearance and to provide a wide array of services to
men and women. JD's Salon is a full-service beauty salon
that has competitive advantage which are providing
high customer satisfaction by rendering excellent
service, offers different kinds of hair treatment, quality
products, and furnishing an enjoyable atmosphere at an
acceptable price/value relationship. We will also maintain
a friendly, fair, and creative work environment, which
respects diversity, ideas, and hard work.
 Market Description
JD’s Beauty Salon is willing to provide 100% comfortability to all
customers at reasonable prices, as well as their safety inside the shop. Hair
rebonding with various treatments will be provided as a service. The tools
that will be used (blower, hair iron, scissors, etc.) are of high quality. We use
the Lava Ceramic Hairstyling Iron and Glider Ceramic Flat Iron for hair
rebonding because they received perfect marks from testers for gliding
smoothly through hair and being easy to use, with all commenting on the
“noticeable shine” in just one pass. These top-rated flat irons can handle
frizzy, curly, and thick hair. This will also enable our employees to perform
admirably, particularly when employing their own abilities.
 Our JD’s Beauty Salon sure does promises a lot. From
Service Review facials to massage, hair cuts to nail care, JD’s Beauty
Salon can provide you with any salon service you
need. Our comfortable atmosphere and friendly staff
will make you feel right and home and make your
entire time at JD’s Salon one of the most enjoyable
times you ever had at a salon. Some of the services
and amenities that we offer to clients include the
following that have been listed below. These are the
services and amenities that will be made available to
the customers;

Hair Rebond (Any length)

Hair Milk Treatment (long/ medium/ short

Hair Cellophane (long/ medium/short)

Hair Cellophane (long/ medium/short)

Hair Spa (long/medium/short)

Hair Color
Keratin per vial
 Hair Cut (men/women)

Service Review Hair Cut w/shampoo blow dry

Body Treatments

Facials

Anti- aging Treatments

Foot scrub w/pedicure
 Competitive Review
There are 2 hair salons in Santa Maria. These include
Yohan’s Beauty Parlor and Phose’s Home Service Parlor.
These businesses exhibit numerous strength and weakness.
• Yohan’s Beauty Parlor. It is located in the
Concepcion Sur crossing, far from the
highway. Their salon is quite small, so if
there are a large number of people who
want to get their hair done, they will be
unable to do so. They also provide hair
services but they do not tend to do home
services because their equipment is not
complete so the only service they can do is
rebond, manicure and pedicure, and
various hair styles and hair cuts.
• Phose’s Home Service. Due to the owner’s personal
obligations, this home service is not available every
day. Customers who book home services go to others
because the owner sometimes goes somewhere for
her personal use. Because she only offers a few
services due to insufficient equipment and salon
products, but the service is good, the customer
returns. His home service is not available around the
clock.
JD’s Salon and Spa will have the following
competitive advantages over its competitors:
Friendly and attentive staff trained to provide the
best possible customer service experience. A
comprehensive menu of services is available,
allowing for a full day of pampering and relaxation.
Customizable packages allow guests to curate their
spa day exactly how they want it. Pricing that is
competitive with the competition without sacrificing
service or quality. Different kinds of hair rebond with
treatments in an affordable price. Can also be a
home services or customize service depends on the
services that the customer wants to have done.
Channel and Logistics Review
• Book online through our fb page or website. Through online booking
The service JD’s Beauty Salon will be
customers can easily access the different services in JD’s Beauty
distributed or promote the service in
Salon. It also gives freedom to potential visitors to book a service
customer through the use of network, anytime they want.
technology and in news around the Province
of Romblon also customer can
• Refer by a friend. This will help spreading the information about my
business because most people prefer to go with someone they know,
or know of.

• Visit the establishment. This is one of the distribution channels that

can help customers to know personally what services they want.

• Available our services either walk-in or home. Customer can choose

whether they like service in home or in salon. JD’s Beauty Salon
provided different services that can satisfy customers.
 STRENGTH
• Easy to reach the place.
• Good relationship with customers.
• Flexibility for new services.
• Attractive prices.
SWOT ANALYSIS
OPPORTUNITIES
• Increasing ladies employment.
• Attracting a new client market.
• Most of beauty salons are not
focusing on male market.
WEAKNESSES
• Minimum number of employees.
• Takes more time per customer.
• Service similar to competitor s.
THREATS
• Lower prices of competitors.
• Increasing cost of cosmetics & other
equipments.
 TARGET MARKET

Marketing Our primary consumer target

is middle-to upper-income
Strategy professionals who need a
new look after their busy
schedule.
Our secondary consumer
target is high school, college,
and graduate students who
want a treat their self a nice
beauty service as well as for
men's students. Thi
Marketing Strategy

A. Positioning

JD's Beauty Salon will position itself as a convenient,

full service, family hair salon. By providing superior
customer service, JD's Beauty Salon will be able to
effectively compete against and outlast larger chains
and other competitors.
Marketing Strategy

B. Service Strategy

All services at JD's Beauty Salon, including all the services mentioned
earlier, will be rendered with a discount. In the second year, we will
introduce a more satisfying and affordable service (the package
deal). Developing a beautiful and unique brand and a proper logo is
an important part of our approach to our services because it is
something clients see first and it is what they remember.
Marketing Strategy

C. Pricing Strategy

JD's Beauty Salon services will be introduced at different prices

depending on the service requested by the customer. Our package
deal costs Php 2,000 pesos hair rebonding with treatments that is
cheaper compared to others that do not include treatments. We
expect to lower the price of
this package service from Php 2,000 to Php 1,500 so that more
people can render it and many of the customers will also be
attracted to such a price. These prices reflect a strategy of
attracting desirable channel partners and acquiring segments from
Yohan's Beauty Parlor and Phose's Home service.
Marketing Strategy

D. Distribution Strategy

Our channel strategy is to use selective distribution, marketing JD's

Beauty Salon by booking online through our Facebook page or
website. It makes distribution easier because everyone now uses
social media. We will also investigate the distribution of our service
by personally visiting our establishment. And we're planning to
increase the services and improve the provision of different services
so that customers can be more satisfied
Marketing Strategy

E. Marketing Communication Strategy

By integrating all messages across all media, we will reinforce the

unique branding and logo of our services that will be rendered to the
customer. Our business will also coordinate with the public to
develop a proper brand and logo and to support the message. In
order to spread our message we will create a video series of our
service to see, retain, and encourage customers to learn more about
what our services cover and we will use promotions to build good
relations with customers and develop own web site for the salon.
Until the brand is established our communications and service
renderings will be driven by channels.
Marketing Strategy

F. Marketing Research

Using research, we are identifying the specific benefits that our

target segments value. Feedback from customers, surveys through
online or personal, and focus groups will help us develop good
services especially in our package deal. Through this we can
improve our services to satisfy the needs of our customers.
 Marketing Strategy

G. Marketing Organization
JD’s marketing manager,
Pinky Musca, holds overall
responsibility for all service
activities. Figure A1.1 shows
the structure of the 3 person
marketing organization. JD’s
Salon has hired provincial
marketing to oversee
provincial salons rendering
services and promotion and
Figure 1.1
public relations efforts.
 The JD's Beauty
Salon will be
introduced in March.
Feb
The following are
summaries of the
action programs we
will use during the
March
first five months of
next year to achieve
our stated objectives.
April
Action Program
The first month will be used
to set up the store and hire
and train the employees.
We will begin distribution
through an Internet
advertising campaign
targeting professionals and
consumers.
As the online advertising of our services
continues, we will add promotions to the
rendering of the service by offering them to
their friends, they can get a discount at our
salon on various treatments they want.
There will also be an online
May
beauty contest promoting
our services and they will be
able to offer it in our salon,
this will be for three weeks.
We plan to provide service to
June customers' homes this
month.
Our Plan for this month is to
July
deliver good services to the
customer so that they will
return to the service we
provide.
 The JD's Beauty
Salon will be
introduced in March.
Feb
The following are
summaries of the
action programs we
will use during the
March
first five months of
next year to achieve
our stated objectives.
April
Action Program
The first month will be used
to set up the store and hire
and train the employees.
We will begin distribution
through an Internet
advertising campaign
targeting professionals and
consumers.
As the online advertising of our services
continues, we will add promotions to the
rendering of the service by offering them to
their friends, they can get a discount at our
salon on various treatments they want.
There will also be an online
May
beauty contest promoting
our services and they will be
able to offer it in our salon,
this will be for three weeks.
We plan to provide service to
June customers' homes this
month.
Our Plan for this month is to
July
deliver good services to the
customer so that they will
return to the service we
provide.