Toney and Guy's experienced employees are well trained will always ensure the success of the business. Tony and Guy hair worry salon's mission declaration is to ensure that, the scalp caution services reach all the folks all around the globe. It also looks for to ensure its customers and potential clients get high quality services that are reliable, accessible, and universally suitable. The hairdressing salon business, since its inception, has had the key goal of becoming the leading professional of hairdressing and care and attention services in the United Arab Emirates (UAE) and to compete favorably using its competitors in the industry.
The salon, as the business enterprise is known, has shown without doubt its capabilities and potential that this can achieve success, if it's provided with the mandatory financial resources. It is one of the leading international wild hair care companies on earth and they have a committed action and continuous service improvement. It dominates the market because it gets the largest market talk about and customer foundation on the market, in all the regions of its operation. The company is driven by the comes back it is targeting which has managed to get to gain growth and success by giving relevant and reliable scalp good care services to its esteem customers. Furthermore, the company offers variety of mane dressing services to its customers depending on their needs (Perry & Sherlock, 2008).
Though the company is not performing well, you can find recent information of trivial improvements attributable to superior economic growth, leading to increased customers and eventually increases in profits. Its services have fascinated an incredible number of customers and prospects, who have guaranteed a consistent stream of income to the company no matter the many difficulties it is facing. The firm is targeting everybody in the market irrespective of this, gender, ethnic group, tribe, religion, or nationality.
The hair care and attention firm has generated many salons in major and proper sites in Dubai, where customers must locate with ease and they're accessible to all. The organization advertises its products and services through it, radio, beauty journals and the firm's well-established website where people can access it wherever they are simply. You can find stiff competition in the industry because of rapidly changing fashion tendencies, people's style, and inclination. The company is strategizing to ensure it outperforms its rivals and gain a competitive advantages. Its services are of high quality that matches the customer's requirements and specifications.
The firm should improve on the online marketing strategy so as to appeal to many customers to accept the services of the company. An ambitious advertising and promotional campaigning in every press, both locally and internationally should be designed and intensified. This can ensure the firm's services are provided and reached be known by many people (customers and potential prospects). For the organization to grow its operations, it requires one million US us dollars ($1000000). The money will be utilized for campaigning, beginning new salon centers, training employees and purchasing new equipment that will ensure the customer's hairstyle is done relating to his / her expectations for him to get satisfied. This will likely in the end, ensure that, the firm retains and retains the customers for an extended period of their time.
Building trust and devotion in customers requires total dedication and determination from the employees and the most notable management. The success or failure of the firm's services will be measured based on the customer increase or decrease in number, income, and comments from the customers about the firm's products. If the amounts of customers are increasing, then, the company is becoming successful and vice versa.
The placed goals, focuses on, and objectives of the organization may be used to gauge the firm's success or failing. The company should open several branches in strategic locations that the customers can easily identify and serve matching to their expectations. The management especially the human resource section should employ everlasting employees with the required skills, knowledge, competencies, and experience. The employees should be consistently trained in order to provide them with new technology and any changes on the market, which are considered important (http://www. toniandguy. com/).
2. 0 Introduction
Tony and Person can be an international hair care business firm, which was established in London, UK in 1963 by both brothers Giuseppe (Dude) and Gaetano Mascolo (Toni). Both brothers were later became a member of by their two youthful brothers Anthony and Bruno. The business has more than 400 salons and it's been able to win many hairdressing awards for many years. For example, in 2006, it received the THE WEST Hairdresser of the Year and they have won the London Hairdresser of the entire year (11 times) consecutively.
The corporation has its in-salon television train station known as Toni and Person Tv set and a UK Magazine. Furthermore, the firm has opened many salons and academies surrounding the world in countries such as Canada, Malaysia, Taiwan, Hong Kong, Australia, Sweden, Russia, New Zealand, Pakistan, United Kingdom, Ireland, Germany, Norway and United States of America. The business manufactures its hair maintenance systems such as styling, mane irons and shampoo. The company's primary goal is to develop its services to all or any parts of the planet by giving quality services. The company has a sister salon group known as Essensuals headed by Sacha Mascolo-Tarbuck and Religious Mascolo; both are Toni's children (Perry & Sherlock, 2008).
The Dubai branch was proven in the entire year 2000 which offered everyone a wake up call as the new salon that was the first to be exposed in UAE. It had been not only the least expensive salon but good and reliable to all or any customers depending on their income level and capability to use the services. The color section at Tony and Guy do tons of color corrections from other salon's work that they had not performed according to the customer's objectives.
After a couple of years, the performance in another of its salons was adversely affected in that performance targets weren't attained. The salon acquired hairdressers who have been unqualified because that they had not undergone the mandatory strict London Academy training. With the indegent services provided, they have led to poor remarks about the services provided about the salon; hence impacting on its image and trustworthiness of the firm adversely (Perry & Sherlock, 2008).
3. 0 Situational analysis
Situational research is concern about inside and external environment, direct and indirect competition (local retailers with cheap prices), target market and the placement the organization would take.
3. 1 Target market and placement of the firm
The firm targets the whole of United Arab Emirates or the Middle East also to expand its operations to other continents in order to end up being the market leader. The firm targets all individuals irrespective of how old they are, gender, race, cultural community, religion, monetary status and place of dwelling (urban or rural). This target market will ensure that the company dominates the marketplace before the competitors opportunity in. By focusing on everybody in the market, it'll ensure that, no-one is discriminated and every one will feel satisfied. This is a placement strategy that will ensure the strong gains competitive gain over its competitors.
In addition, the company has establish different prices for the product in order to ensure people with different income or economic position are catered for. That is a placement strategy because the organization is meant to provide all the folks rather than other salons (opponents) who only focus on the urban abundant people. The organization is therefore placing itself by offering high quality products at affordable prices. The services have been made easily available, reliable and accessible to all or any at the required amounts (http://www. toniandguy. com/).
3. 2 Internal environment
Internal environment is about microenvironment; what's going on within the organization and that can be handled within. It deals with the reason of SWOT Analysis. SWOT is the advantages, weaknesses, opportunities and threats that affect the business enterprise functions from within. The firm's advantages are: the company has organized for customer training how to maintain the different hairstyles after it has been plaited. That is strength because the customers will be taught on how to keep up the hairstyle for a long time before the next hairstyle to enter the market. The salon has its products sold at cheaper prices than its rivals on the market. Those with low income can afford because they're crammed in small devices that they afford because of the meager earnings. That is durability because no customers are discriminated based on income; hence getting more customers.
The services of the salon are of high quality than the challengers. This has helped the salon to gain the competitive benefit and dominate the market since 2000. The well trained, qualified and competent employees have made the salon to maintain its customers also to increase its profit margins. The courtesy, value, dignity and openness with their customers have made almost all of their friends, workmates, family members and associates to seek the salon services. Customer's claims are taken really and are corrected or better where needed to be able to ensure they get content with our products all the time. The company prices the customers because they determine the success or failing of the business.
Though the company has numerous strengths, there are many weaknesses that require to be attended to and corrected. The location where the salon is situated is a crowded area. The street has many businesses therefore; the actual customers might not exactly recognize it because of the congestion because of its poor location. A few of our customers and potential prospects sometimes conclude in the hands in our competitors due to your poor location in the street. This has made the saloon to loose some customers because of a lot of noises, hooting, people shouting and dust particles which is not health for our customers.
The branch's occupation criterion where employees are on contractual basis has influenced the firm negatively. Our customers continue getting new employees and get accustomed to them will take time; and as soon as they get accustomed to one another, the worker quits forcing the staff to get another expert. Customers opt to be managed by one staff for some time because he or she will be used to him or her. A lot of the customers have shifted to the other branch and some of our competitors because it has experienced educated and long lasting employees that can be relied upon. Employees on agreement have offered poor quality services to the clients because their purpose is usually to be paid and go (Perry & Sherlock, 2008).
The higher rate of worker turnover is a weakness in the side of the management (individual resource section) and for that reason they should focus on employing everlasting employees with the relevant skills, competences and experience. This has afflicted the firm's reputation because ones the customer's prospects are not satisfied, they will look for same services from our challengers. That is a weakness with the same times a hazard because our competition will capitalize from the same weakness to outperform.
Our major menace is our rivals who have exposed many branches in all tactical locations within the city; but the firm has a long-term strategy of extending its branches to all strategic locations so as to counter your competition. The other threat is from our competition who have decreased the prices of these products and charges to their services. Some of our customers have decided to change; hence this can be a threat because the business can close down.
The salon's opportunities are numerous and the company has utilised them fully. The firm's competitors focused its service and products in the major cities only; but the Tony and Dude salon has expanded its services to the rural growing centers and towns so as to experience from that large easily available market. Our products are of high quality than the rival; hence it can be an opportunity to optimize returns.
3. 3 Exterior environment
External environment is also called macro environment evaluation. This entails factors that are beyond company's control. These are: political, economical, social cultural, technical and legal (PESTEL).
Political analysis is about authorities change and political stability of a country. When there is political balance in a country, then business will prospers because there are no interruptions such as wars and issues. The federal government usually presents new regulations and guidelines on the market which sometimes affects the business procedures negatively. The procedures may be costly and frustrating due to the procedures and techniques that must definitely be followed during implementation. The government has been supportive and cooperating on various insurance policies; in that, the federal government specialists and departments responsible for the industry has been participating all the stakeholders for talks, conversations and consultations incase there are new rules and policies to be introduced.
There has been no major political challenge due to the government support but in some occasions, when the country's leadership changes after an over-all election, new suggestions, ideologies and regulations are presented and the company is forced to adhere to them; hence it could be pressured to close down if it cannot meet those requirements. They are usually directives and failure to comply can cause the federal government regulators to withdraw the firm's trading license.
Economical factors can be a major challenge to the firm if it's not stable economically, profits are lessening or it is making loss. The federal government can increase tax rates and the banking companies increases interest levels without consultation because it is vested with vitality and authority to do so. In case the firm's earnings are unstable, the business may wrap up making huge deficits due to the costs associated. If the labor unions pressurize the firms to increase the employee's salaries and other remunerations, the firm may close down if its profitability was not secure. This is because; it is from the gains that the company can increase salaries, pay fees, and pay off the loans and expand its operations (Perry & Sherlock, 2008).
Social cultural factors matter the change in the style and choices, fashion, cultural beliefs and norms and likes and dislikes. When new styles and fashion hits the marketplace, the salon must adjust even if this means incurring more costs. Changes as a result of the style and likes and tastes require further training and expenditures for the employees. A few of these changes are inevitable and firm must adjust to be able to match what the clients want in all market sections.
With hair styles and its hairdressing products, most people want what is in fashion and for that reason, hairdressers must be modified to be able to know the new hairstyles so that customers may be retained and to appeal to new ones due to quality services offered. Differing people, races, tribes, gender and religions value certain hair styles and products; this therefore calls for the salon management together with the employees to understand what different customers needs.
Technological factors are necessary in hairdressing because technologies keep on changing speedily. Different hair styles require different equipment and machines to be used. Technological improvement is costly and the already existing technology become obsolete. The new hair styles and fashion requires new machines and equipment to be utilized for the customer's objectives to be achieved. New technology also requires the employees to learn on the use of new solutions.
Due to the stiff competition and concern with loosing customers, the organization has to adapt its budget in order to purchase new equipment. Using the new solutions, the firm can provide quality services and gain competitive gain. Customers are very sensitive and need to get value from their money by getting services from salons with the present day move forward technology.
Legal factors are essential external factors available operations. Laws will be the guiding principles in any business. Laws must be honored, otherwise the business enterprise will be deemed unlawful if it does not comply with them. Implementation of laws is costly and sometimes, the government can set stringent guidelines if it wants for you out of market. In hairdressing associated with salons, the federal government can set regulations banning the utilization of certain hairdressing products or certain hair styles; hence affecting the firm's sales and profitability. A few of these regulations can make the company loose its customers and also to close down. A number of the regulations can deter the firm from extending to certain regions or from transacting certain business dealings.
3. 4 Marketing Strategy
Tony and Man salon is working marketing strategy that would allow the business regains the control of the head of hair treatments market internationally. More so, the company is working towards reviving and rejuvenating operational the Dubai Branch that has not been performing well. The organization has reserve $ 1000000 for the techniques in the online marketing strategy.
The conventional limited marketing budget will disperse among such activities as marketing efforts renting showrooms in high traffic areas in cities where there will not only be more presence of the Tony & Person products but also its professionally trained personnel will offer hair treatment services at subsidized rates and show circumstance the organizations product and services. In addition to the existing outlets, the activities will be conducted in chosen well-traveled, popular department stores located in high real human traffic areas.
Although, it will be costly to rent these locations temporarily, as they are charged above the standard rates, part of the high cost of rents will be offset of the sales made through the exercise. The other proceeds will be utilized to funding more presence through sponsored marketing situations and activities such as road-shows and other activities. Generally the online marketing strategy comprises the following activities:
Advertisements: you will see Advertising in country specific and international publications, journals, papers and other publications. Those publications which may have large readerships among the women and junior will be give main concern since these groups the biggest junk of the target market sections.
Since not all the target marketplaces may be come to by advertising in magazines, alternatives means of reaching them should be decided. One way will be using large billboards in major roads nourishing major world places.
Electronic mediums such Tv Advertisements, radio and internet
Sponsored situations and streets shows will be another marketing strategy to be used.
3. 4. 1 Mission
The major purpose of marketing strategies will be to inform the clients and the ones potentials customer that Tony and Guy products and Salon Services aren't only available locally but also that the business is focused on providing affordable, convenient hair-styling and the organization exists to get and maintain customers. Their services will meet or go beyond the expectations of the customers and finally result in anchored and secured future marketplaces.
3. 4. 2 Marketing Objectives
The marketing strategies will increase duplicate customers by at least 9% per quarter.
Product visibilities and recognition is to be boosted by 14%
Non doing branches such the as you Dubai is to keep up positive, steady development every month.
3. 4. 3 Financial Objectives
Ultimately, the marketing goals of the marketing strategy must translate into sales. Upon full execution of the marketing plan, the next effects are anticipated or targeted sales:
10% increase in the amount of retail products sold per season.
Growth of the profit margin by 3% per time.
Full recovery of sales and in the end success in the Dubai branches and other branches at first performing improperly throughout the worlds; twelve months since the inception of marketing programs.
3. 5 Target Marketing
Target marketing within the strategy will allow Tony and Man; to attain different market sections as proven below:
Men: past statistics show that men at least 70%-75%of men use locks make up, thus implying significant clientele potentials. Relevant communicational tactical ads will to reach these communities will be used.
Upper-end and lower-end women market segments: The biggest proportions (about 90%) of the income to the wild hair industry come from female customers. Women have generally been found to be keen on determining themselves with classy and expensive and fashionable products and services. Although they could be discriminated by category and prices, the grade of services and the functionality of different brands of Tony and Dude brands will greatly effect this segment t of the marketplace. There therefore great potential market in the women populations.
Young Mothers with Children: Small children are an growing market in the mane treatment industry. An average family salon has playing facilities for children where s\children safely and securely spend their times as they hold out their parents or as they wait to be served in the Mane dressing and treatment.
Each of the three organizations will be targeted individually. The Tony and Dude outlet stores and the new leased promotional centers will make its staff to offer quick and convenient services to the male customers. Outlet stores will close later during the night 8 pm in high traffic centers and security services will be attained from security companies. Through the times, no consultations will be needed, and most of the salon services will be on first come first provide basis but quick, convenient and sufficient to the clients.
As for females, generally, researches have shown them to choose the allure of fashionable salons, although nearly not everyone can afford such luxury. Because of this, Tony and Man will provide the various wild hair treatment services but totally within the normal range prices. Tony and Dude will centers their marketing strategies on these customers by put emphasis on the classy, ultra buzz styling that Tony and Man will offer you at all their outlets worldwide during the campaign period or the time of putting into action the marketing strategies.
Entertainment will be offered. To reach both the high end and low end market at the time while appealing wit classy but affordable services and products, Tony and Guy' advert will be produced to appeal to all. The advertisements while communicating the classiness of the services will also highlight of the affordability. Most importantly, advertisements will demonstrate that creating and treating one's hair with company's products and or services is essential, as basic as clothing. It will communicate so it not longer a second need but a basic need for every woman.
With the latest finding confirming that there surely is an emerging market in the kids for the hair industry, Tony and Person cannot ignore the segment. To get the kids market, Tony and Guy, will target its marketing strategies towards young moms browsing the Salons with children by buying kids toys, participating in facilities, and also offering locks dressing services friendly to children. In addition, the kids will acquire special rates that could entice the clients to visit the salons again. The tactical advertisements will be tuned to charm to the group while attaining other section with the same meaning.
3. 6 Positioning
Tony and Man Salon marketing strategies will position the business in the industry strategically to be always a one stop-shop convenient, full and affordable services. While reaching families a corporate entity, the salons will appeals to individuals with all the stores ready to offer quality products at competitive rates even after the promotional periods. Tony and Guy will be offering one-stop services, building it competitive border by striving to achieve its desired placement through;
Excellent customer services through all centers: Tony and Guy's competitive advantage will be based on superior customer service. The company identifies that the scalp treatment industry has congested market with challenging situations id differentiating its products and services from those of the challengers. To stick out on the market, Tony and Dude, take benefit of its put together concerted efforts to sell the scalp products while at the same time operating salons. The two activities not only give an possibility to the customers to try the products and the services but also permits them go through the quality of services and the merchandise the company offers. Tony and Guy's have been been trained in the London Academy in quality customers' services. This will likely enable the organization through its branches disperse across the globe to concurrently offer or provide superior customer attention. The personnel will be whenever you can be flexible to the needs of the client.
The personnel will be incentivized to provide quality consumer services throughout. While Tony and Dude will invest money and time into training the employees, other concerted work will be arranged to ensure that clients receive the best possible experience that would make them dedicated to the Salons and eventually switch them become long-term clients eventually leading to increased the business's and the its services reputations. Through its superior customer service, Tony and Guy will be in a posture to effectively and competitively out-perform its competitors both retail and big dealers operating in the industry both locally and internationally.
3. 7 Strategy Pyramids
To completely overhaul, the old marketing strategies, with rejuvenated work, the single most apparent objective is to put Tony and Guy being as a excellent one stop hair-service shop for the family internationally. The pyramids online marketing strategy try to first furnish all customers on the market of the available products and services at the Tony and Person Hairdressing and Salon before creating a firm customer base and finally finally work toward building customer commitment and referrals.
The note that Tony and Dude will be retailing will be communicate and recruit the complete family into quick, professional services that include excellent customer support at affordable rates. Various mediums will be used to converse the message. During and after the deals, the messages will still be communicated through in-store and storefront shows through all the stores and partnering retail salons. This will be a convenient and affordable method to draw in potential and existing customers that walk around the or near to the shops and retail centre. This will complement the in the beginning and regular strategies of using publication and printing mediums local and international regular magazines newspapers.
4. 0 Marketing Mix
Tony and Guy marketing blend will carefully companied selectively to influence customer behavior and only the assistance and product of the company. Theoretically, an average marketing combine model is comprised of the 4'Ps of marketing particularly: costs, Place (syndication), Campaign and advertising, and Product.
4. 1 Pricing
Tony and Guy Salon rates system will be founded on a competitive costs model that while making the services and products affordable, also remains competitive in accordance with challengers' prices. This costs strategy will be the most fundamental element that requires serious factors in each and every market. However the pricing of services and products by Tony and Guy will be led by the existing levels and the ones of the opponents', the business will strive to offer optimal prices, affordable and compelling to the client, yet giving fair returns.
During the promotions, the costs will be subsidized, but at least, the earnings must offset the promotional expenditures. Thereafter the new group of best prices will be offered for the merchandise. Each markets retail outlets will be released with pricing recommendations. Tony and Man acknowledge the difficulty in standardizing prizes in all the markets considering the versions in income and financial levels. Because of this each section of economic segregated by national boundaries and money will have specific costing model recommendations.
Independent salons franchised to provide Tony and Dude products and services will be given discounts to as well as customers identifies to own been faithful (Westwood, 2000).
Price Policy
While Tony and Dude Company Salon say that that rates is the main element that affects customer or somewhat buyer tendencies and the same determine the success of any business, the company intends to develop policies that would assist the managements and retailing outlet stores in setting ideal pricings that are alluring to customers. These prices will be so proper that that it will affect the entire performances and the near future competitiveness of Tony and Guy. Attracting new customers and keeping the customers, will be the key plan in the prices policies to be developed. Due to these affordably but competitive prices, Tony and Person will use other strategies broaden its market. The lower prices will be paid out by greater sales volumes. In cases like this the most practical method that the business sees as exactly what will attract the customers and keep them. For the prices to compete and attractive to customers, the business devises strategies and conducts feasibility analyses of customers' encounters at different costing scenarios. This involves some general market trends and testing to determine customer tendencies at different decided on rates.
The Tony and Guy Scalp products and wild hair treatment services use the set price in specific regions with similar market segment explanation such demographic, ethnical and monetary situations. This insurance plan involves determining the price for customers who are wiling to buy the merchandise with the same prices, given the same shared market conditions and environment. Though it appears discriminatory in mother nature, the costs will be fixed in such a way that it will be super easy for the company to administer and over time be able to maintain a good will within the customers. This plan will enable the business use the bigger charges in better economics markets to compensate the little rates charged in the markets whose economical and average income levels are decreases. This is one of the strategies often advised for company multinationals functioning in countries having different financial performances (Westwood, 2000).
4. 2 Place (Place of Syndication) and Worldwide Marketing (Promotion)
Tony and Person Salon as an international company that deals with mane treatments products an services, has a strategic marketing plan program for its product and services with a global wide scope. Since the birth of the organization in UK, the business has always catered for the demand of its customers throughout the world. Consistent with this global reach, the company is definitely aware of its customer around the globe.
In range with this component of the marketing combine and consistent to the marketing strategy, the strategy is definitely to formulate and invent products surpasses the needs and tastes of the company customer wherever they are in the world. With much investment in research and development of Tony and Dude salon products, the organization has recently meet identified the precise needs required in most parts of the planet including the tight Islamic Midsection East (Perry & Sherlock, 2008).
Following adaptation of its products to meet the specific scalp needs of the customers in different area of the globe, Tony and Man has gained high approval rating from clients. This explains the successive awards the business has won. For instance, in 2006, it gained the South West Hairdresser of the entire year and it offers gained the London Hairdresser of the Year (11 times) consecutively.
While hypersensitive to such interpersonal issues as racism and whiles making work not to comply with beauty concepts of each and every culture in the countries they can be functioning, Tony and Dude has taken into account, Tony and Guy take into consideration colors treasured by its customers. The company provides its customers opportunities to embrace diversity amongst themselves while boosting their personal features and looks. Tony and Person Salon employees are another lot of variety. With most them being women and multi-colored, they are believed a 'minority' implying an outstanding team out of an affirmative action and a symbol of the prospective global market. To Tony and Guy Salon, embracing people civilizations is the most practical method to reach and to serve the eye of the consumer wherever they can be.
Situating the Tony and Guy Hairdressing salons and product shops in high real human traffic department stores will considerably affect presence of Tony and Man brands. A focus on marketing campaign will also speak Tony and Dude Salon's desired information. The company intends to utilize various media in order to reach its target market. Research will be produced so that the right marketing is picked which is more efficient and much more reliable. The promotional activities that the business intends to put in place include creating a chain of syndication that is well coordinated and whatever can offer the right channel to the marketplace that is targeted. Some of the channels which are available in Kenya include use of mass media, papers, the internet and personal offering. Through these methods, the company can reach many people at exactly the same time and set up a strong market in Kenya (Kirsch and Goldfarb, 2002).
4. 3 Product and services
A practical marketing strategy is not complete without the product component of the marketing combine. One of many ways Tony and Person Salon have made certain appropriately mixing its head of hair treatment products and services. Customer support is on strategy that is used to deliver quality to customers worldwide. All of the Tony and Dude Salon staff have been outfitted with outstanding customer service skill at the London Academy. The partnering retail salons are also given strict guidelines on the grade of customer service.
Tony and Man is recognized for it commitment to continuously pursue studies that ultimately increase the quality of the company products and service. One of the strategic plans has had has always been to take into consideration the needs of the clients wherever these are. By giving a wider variety of products and services, the company has had the opportunity to offer customers a wider range that customers can decided from according with their needs and tastes. The products and services are prices so that it caters for the needs of all customers which though geographically segregated are united by the Tony and Dude products and services. No matter years, whether affluent or poor, whether in Africa or in Asia, Tony and Person offer product and services that suits the needs and are affordable to each of them.
To stay reliant, the business keeps up to date with the latest fads in the industry. Tony and Man continually revise their brands and giving an answer to the dynamics of the industry. To improve these processed the business has a passionate team that pursue research and product invention. The major purpose of all these efforts is to consolidate a better clientele platform among diverse cultures around the globe.
Since the introduction advertising and marketing promotions, Tony and Dude, has commissioned several posters throughout the major places to publicize the business products. Since the release advertising through films in the 1950s, the business has engaged it also a medium of attaining customers. Tony and Dude in addition has sponsored major Cleaning soap Operas in European countries and Asia that are also transmitted or sold to other continents. Usage of celebrity personalities in adverting has not escaped the company marketing strategies. The famous stars and other personalities has allowed Tony and Man relate the successful with personality lives with their corporate and brand images and consequently boasting awareness and sales.
5. 0 Ethical Issues and CSR
In any marketing program, moral issues normally emerge. You can find one major honest issue which will be of great concern in this marketing plan for Tony and Dude salon. The moral concern revolves around the traditional use of advertising using images of beautiful women. The scalp treatment industry being just part of beauty and cosmetic industry, has conventionally been using images of women to market. It is because, the core focus on audient is the women populace and images of other popular or superstar women can sell a message of advertising campaign to them.
The underlying honest concern in Tony and Person marketing strategy is the use of using advert that hold beautiful women. It has recently captivated criticism with critics saying that use of images, more so explicit or very exposing women images not only degrades the stands of morals in the society but also decreases the dignity of women. Furthermore to these criticisms, the images are reported to be offensive to conservative cultures. According to Blaire (1994), advertising using feminine messages whether visible or otherwise, delineates from the natural and local civilizations principles and instead are required to see herself through the eye of another 'ideal' woman in an ad image.
A review in advertisements with feminine articles revealed that femininity is constantly on the dominate the advertising industry attaining larger support in among consumers. Adverts messages promoting Automobiles, cigarettes, cosmetics and so on use female content to market. Respondents in the study verified that the visual value produced from the ad image determines how convincing the ad is. Like in makeup products, advertising hair make up styles using of beautiful women increases an ethical concern where as the ads provides to depict positive results from responding an advert, the common underlying theme is getting ability, love and value from the contrary love-making. Moore (2004) reminded the advertising industry that "Advertising should not only be devoted to things people buy but rather it should take into consideration how all the stakeholders feel about the used medium. "
Having realized these dilemmas, Tony and Person Salon reactions are revolved around corporate and business responsibilities. While it is not justified to operate off ethical issues for Corporate and business Public responsibility, Tony and Person Salon has put in place programs that boosts the status of ladies in the world to demystify ethical issues. One such strategy is the development of women who've stood out in neuro-scientific scientific researches by awarding them scholarships. You will find more than 6 women who've been granted the sponsorships.
6. 0 Finish and Final Recommendations
Before the start of performing the marketing plan is planned, the initial stage of the plan will include spending in depth research for the current customer habit. Through focus groups, Tony and Dude Hairdressing Salon will gain more and specific insight in to the buying habits of possible customers within Dubai and the globe at large. The research should concentrate a broader scope of coverage include vast audient to include youths, women and men attracted from different market sections and demographic parameters.
