Tony And Guy Hairdressing Salon Dubai Branch Marketing Essay

Tony and Guy hairdressing salon is a multinational firm which deals with hair attention business. The company hasn't only skilled management team but also certified, dedicated and devoted. The company has more than 200000 employees worldwide. The Dubai branch has two branches with one of these performing poorly anticipated to some factors which have to be addressed.

Toney and Guy's experienced employees are well trained will usually ensure the success of the company. Tony and Guy hair worry salon's mission statement is to ensure that, the scalp care and attention services reach all individuals all around the globe. It also looks for to ensure its customers and prospects get high quality services that are reliable, accessible and universally acceptable. The hairdressing salon business since its inception has already established main goal of becoming the leading company of hair dressing and service services in the United Arab Emirates (UAE) to be able to compete favorably with its competitors on the market.

The salon, as the business is known, shows unquestionably its ability and potential so it can; if only provided with the mandatory financial resources. It is one of the leading international wild hair care companies on the planet due to its commitment and continuous service improvement. It dominates the marketplace because it gets the largest market share and customer bottom part in the industry in every the parts of its operation. The company is motivated by the results it is focusing on and this has managed to get to gain growth and success by providing relevant and reliable locks good care services to its esteem customers. Furthermore, the company offers variety of scalp dressing services to its customers depending on their needs.

The company though it has not been performing well, has reported trivial improvements attributable to superior economic growth resulting in increased customers and eventually increases in revenue. Its services have seduced millions of customers and potential customers which have guaranteed a consistent stream of profits to the firm no matter the numerous troubles it is facing. The organization is targeting every person in the market irrespective of this, gender, cultural group, tribe, religious beliefs or nationality.

The hair treatment firm has established many salons in major and tactical sites in Dubai where customers can locate with ease and they're accessible to all or any. The organization advertises its products and services through it, radio, beauty newspapers and the firm's well established website where people can access it wherever these are. There exists stiff competition in the industry because of swiftly changing fashion tendencies, people's taste and preference. The company is strategizing to ensure it outperform its competition and gain competitive benefits. Its services are of high quality that fits the customer's requirements and expectations.

The company should improve on the marketing strategy in order to appeal to many customers and potential customers to simply accept the services of the business. An extreme advertising and promotional campaigning in every marketing both locally and internationally should be designed and intensified. This will ensure the firm's services are given and gotten to be known by many people (customers and potential customers). For the organization to broaden its operations, it needs one million US dollars ($1000000). The cash will be used for campaigning, starting new salon centers, training employees and purchasing new equipment that will ensure the customer's hair style is done corresponding to his / her expectations in order for him to get satisfied. This will over time ensure that, the firm retains and keeps the customers for a long period of time. Building trust and commitment in customers requires total determination and determination from the employees and the very best management. The success or inability of the firm's services will be assessed based on the customer increase or reduction in number, earnings and remarks from the customers about the firm's services. If the numbers of customers are increasing, then, the firm is becoming successful and vice versa.

The established goals, targets and goals of the company can be used to measure the firm's success or inability. The company should open up several branches in proper locations that the clients can easily locate and serve relating to their prospects. The management especially the individuals resource section should employ permanent employees with the required skills, knowledge, competencies and experience. The employees should be continually trained so as to equip them with new technology and any changes in the industry which are deemed important.

2. 0 Introduction

Tony and Guy is an international hair care business firm which was set up in London, United Kingdom in 1963 by the two brothers Giuseppe (Person) and Gaetano Mascolo (Toni). Both brothers were later joined by their two young brothers Anthony and Bruno. The organization has more than 400 salons and it has been able to earn many hairdressing prizes for many years. For instance, in 2006, it earned the South West Hairdresser of the Year and it includes received the London Hairdresser of the entire year (11 times) consecutively.

The company has its own in-salon television place known as Toni and Dude TV and a UK Magazine. In addition, the organization has exposed 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. The company makes its own wild hair care products such as styling, head of hair irons and shampoo. The company's main aim is to broaden its services to all or any parts of the world by providing quality services. The business has a sister salon group known as Essensuals going by Sacha Mascolo-Tarbuck and Christian Mascolo; both are Toni's children.

The Dubai branch was established in the year 2000 which offered everyone a wake-you-up call as the new salon that was the first to be exposed in UAE. It was not only the least expensive salon but reasonable and reliable to all or any customers depending on the income level and capacity to use the services. The color team at Tony and Person do plenty of color corrections from other salon's work that they had not performed as per the customer's expectations.

After a couple of years, the performance in another of its salons was negatively affected for the reason that performance targets weren't satisfied. The salon possessed hairdressers who had been unqualified because that they had not undergone the mandatory stringent London Academy training. With the indegent services provided, it includes led to poor remarks about the assistance provided about the salon; hence impacting on its image and reputation of the firm negatively.

3. 0 Situational analysis

Situational analysis is concern about inside and exterior environment, immediate and indirect rivals (local shops with cheap prices), marketplace and the placement the company would take.

3. 1 Target market and positioning of the firm

The firm focuses on the complete of United Arab Emirates or the Middle East and to expand its operations to other continents to be able to become the market head. The firm focuses on all people irrespective of how old they are, gender, race, ethnic community, religion, financial status and host to residence (urban or rural). This target market will ensure that the company dominates the market before the opponents business in. By targeting everybody on the market, it'll ensure that, no-one is discriminated and every one will feel satisfied. That is a placement strategy that will ensure the solid gains competitive advantages over its challengers.

In addition, the organization has set different prices for the product in order to ensure people who have different income or economical position are catered for. This is a positioning strategy because the organization is meant to serve all folks alternatively than other salons (challengers) who only target the urban wealthy people. The firm is therefore setting itself by offering high quality products at affordable prices. The services and products have been made easily available, reliable and accessible to all or any at the required quantities.

3. 2 Internal environment

Internal environment is approximately microenvironment; what is occurring within the firm and that may be managed within. It handles the explanation of SWOT Research. SWOT is the advantages, weaknesses, opportunities and threats that affect the business businesses from within. The firm's strengths are: the organization has structured for customer training on how to maintain the different hair styles after it has been plaited. That is strength because the customers will be educated on how to maintain the hairstyle for a long time before the next hair style to enter the market. The salon has its own products sold at cheaper prices than its opponents in the industry. Those with low income can afford because they are stuffed in small products that they afford because of their meager earnings. This is power because no customers are discriminated based on income; hence attracting more customers.

The services of the salon are of high quality than the opponents. It has helped the salon to get the competitive advantage and dominate the market since 2000. The well trained, skilled and skilled employees have made the salon to retain its customers and increase its income. The courtesy, value, dignity and openness with the customers have made almost all of their friends, workmates, relatives and associates to seek the salon services. Customer's claims are taken critically and are corrected or improved upon where needed to be able to ensure they get satisfied with our services at all times. The company prices the clients because they determine the success or inability of the business.

Though the firm has numerous strengths, there are a few weaknesses that require to be resolved and corrected. The positioning where the salon is situated is a crowded area. The road has many businesses therefore; the actual customers may well not recognize it due to congestion due to its poor location. Some of our customers and prospects sometimes end up in the hands of the competitors due to your poor location in the street. This has made the saloon to loose some customers because of lots of noises, hooting, people shouting and dirt which is not health for our customers.

The branch's job criterion where employees are on contractual basis has afflicted the firm negatively. Our customers keep on getting new employees and get accustomed to them will take time; and as soon as they get used to one another, the worker quits forcing the staff to get another expert. Customers prefer to be taken care of by one employee for some time because she or he will be used to her or him. A lot of the customers have shifted to the other branch also to some of our competitors because it has experienced educated and long term employees who is able to be relied upon. Employees on deal have offered poor quality services to the clients because their target is usually to be paid and go.

The higher rate of staff turnover is a weakness in the side of the management (man resource division) and therefore they should give attention to employing long term employees with the relevant skills, competences and experience. It has affected the firm's reputation because ones the customer's targets are not found, they'll look for same services from our competitors. That is a weakness with the same times a hazard because our opponents will capitalize from the same weakness to outperform.

Our major threat is our rivals who have opened up many branches in every tactical locations within the city; but the company has a long term strategy of expanding its branches to all strategic locations so as to counter the competition. The other risk is from our opponents who have decreased the prices of the products and charges to their services. Some of our customers have decided to change; hence it is just a threat because the business can close down.

The salon's opportunities are numerous and the organization has used them totally. The firm's opponents concentrated its service and products in the major cities only; but the Tony and Man salon has broadened its services to the rural growing centers and towns in order to reap from that large readily available market. Our products are of high quality than the rival; hence it is an opportunity to boost returns.

3. 3 Exterior environment

External environment is also known as macro environment analysis. This requires factors that are beyond company's control. They are: political, economical, social cultural, technological and legal (PESTEL).

Political analysis is about federal change and political stability of a country. When there is political steadiness in a country, then business will prospers because there are no interruptions such as wars and issues. The government usually presents new plans and guidelines on the market which sometimes impacts the business operations negatively. The insurance policies may be costly and frustrating due to the procedures and techniques that must definitely be followed during execution. The federal government has been supportive and cooperating on various regulations; in that, the federal government regulators and departments in charge of the industry has been participating all the stakeholders for discussions, conversations and consultations incase there are new recommendations and guidelines to be launched.

There has been no major political challenge due to the government support however in some cases, when the country's command changes after a general election, new guidelines, ideologies and policies are launched and the organization is forced to stick to them; hence it can be required to close down if it cannot meet those requirements. They are usually directives and failing to comply can cause the government government bodies to withdraw the firm's trading permit.

Economical factors can be considered a major concern to the firm if it is not stable financially, profits are decreasing or it is making loss. The federal government can increase tax rates and the finance institutions increases interest levels without consultation because it is vested with ability and authority to do so. If the firm's returns are unstable, the company may conclude making huge deficits due to the costs associated. If the labor unions pressurize the firms to boost the employee's incomes and other remunerations, the firm may close down if its profitability was not stable. This is because; it is from the gains that the business can increase earnings, pay taxes, repay the loans also to expand its businesses.

Social cultural factors concern the change in the taste and tastes, fashion, cultural values and norms and needs and wants. When new styles and fashion hits the marketplace, the salon must adjust even if it means incurring more costs. Changes brought about by the fashion and tastes and preferences require further training and bills for the employees. Some of these changes are inescapable and firm must adjust to be able to fit into what the customers want in all market sections.

With hair styles and its own hairdressing products, most people want what's in fashion and therefore, hairdressers must be up to date in order to know the new hairstyles so that customers may be maintained and to catch the attention of new ones as a result of quality services offered. Differing people, races, tribes, gender and religions value certain hairstyles and products; this therefore calls for the salon management alongside the employees to comprehend what different customers needs.

Technological factors are necessary in hairdressing because systems keep on changing rapidly. Different hair styles require different equipment and machines to be utilized. Technological progression is costly and the already existing technology become obsolete. The new hairstyles and fashion requires new machines and equipment to be utilized for the customer's goals to be met. New technology also requires the employees to be trained on the utilization of new systems. Due to the stiff competition and concern with loosing customers, the company has to change its budget to be able to purchase new equipment. With the new systems, the firm can provide quality services and to gain competitive benefits. Customers are delicate and want to get value of their money by getting services from salons with the present day move forward technology.

Legal factors are essential external factors in the business operations. Laws will be the guiding principles in virtually any business. Regulations must be adhered to, otherwise the business enterprise will be deemed against the law if it does not comply with them. Implementation of regulations is costly and sometimes, the federal government can set stringent rules if it desires for you out of market. In hairdressing associated with salons, the government can set regulations banning the use of certain hairdressing products or certain hair styles; hence influencing the firm's sales and profitability. A few of these regulations can make the company loose its customers also to close down. Some of the regulations can deter the firm from increasing to certain parts or from transacting certain business dealings.

Marketing Strategy

Tony and Guy salon is working online marketing strategy that would permit the company regains the control of the head of hair treatments market globally. More so, the business is working towards reviving and rejuvenating operational the Dubai Branch that has not been performing well. The business has reserve $ 1000000 for the procedures in the online marketing strategy.

The conservative limited marketing budget will multiply among such activities as marketing initiatives renting showrooms in high traffic areas in metropolitan areas where there will not only be more visibility of the Tony & Guy products but also its professionally trained personnel will offer locks treatment services at subsidized rates and show case the organizations product and services. In addition to the existing outlets, the activities will be conducted in determined well-traveled, popular malls positioned in high human being traffic areas. Although, it will be costly to rent these locations temporarily, normally greater than normal rent, part of the high cost of rents will be offset of the sales made during the exercise. The other proceeds goes to marketing activities that are designed to increase presence such as road-shows and alternative activities. Generally the online marketing strategy comprises the following activities

Advertisements: there will be Advertising in country specific and international newspapers, journals, magazines and other magazines. Those publications that have large readerships among the women and youngsters will be give top priority since these communities the biggest junk of the target market segments.

Since not absolutely all the target marketplaces may be reached by advertisements in publications, alternatives method of reaching them will have to be decided. One of the ways will be using large billboards in major roads nourishing major world metropolitan areas.

In-store and Store Forward Shows: These exhibits will be noticeable to the large walk- through traffic foundation.

Electronic mediums such Tv Commercials, radio and internet

Sponsored occasions and roads shows will be another online marketing strategy to be utilized.

3. 1 Mission

The major target of marketing strategies will be to inform the customers and the ones potentials customer that Tony and Man products and Salon Services are not only available locally but also that the company is committed to providing affordable, convenient hair-styling and the business exists to get and maintain customers. When Tony and Guy stick to this maxim, the rest will belong to place. Their services will meet or exceed the expectations of these customers and eventually result in anchored and secured future marketplaces.

3. 2 Marketing Objectives

The marketing strategies will increase repeat customers by at least 9% per one fourth.

Product visibilities and awareness is to be boosted by 14%

The strategies will decrease customer acquisition costs by 8% per calendar year.

Non executing branches such the as one Dubai is to maintain positive, steady growth every month.

3. 3 Financial Objectives

Ultimately, the marketing goals of the online marketing strategy must translate into sales. After the execution of the marketing strategy, the following effects are predicted or targeted sales

10% increase in the amount of retail products sold per season.

Growth of the profit percentage by 3% per year.

Full recovery of sales and in the end success in the Dubai branches and other branches primarily performing terribly throughout the worlds; one year because the inception of marketing programs.

Target Marketing, as part of the strategy will allow Tony and Dude; to attain different market segments

Men: past reports show that men at least 70%-75%of men use hair constitute, thus implying significant clients potentials. Relevant communicational tactical advertisings will to attain these teams will be used.

Upper-end and lower-end women market segments: The biggest proportions (about 90%) of the earnings to the mane industry come from feminine customers. Women have generally been found to be keen on determining themselves with sophisticated and expensive and classy products and services. Although they could be discriminated by school and prices, the grade of services and the efficiency of different brands of Tony and Dude brands will greatly influence this portion t of the market. There therefore great potential market in the ladies populations.

Young Moms with Children: Small children are an emerging market in the mane treatment industry. A typical family salon has facilities that allow the

children to experience while they are longing and then will continue to work with the parents in calming the children nerves when they are prepared for treatment.

Each of the three communities will be targeted separately. The Tony and Man shops and the new leased promotional centers will prepare its staff to provide quick and convenient services to the male customers. Stores will close later during the night 8 pm in high traffic centers and security services will be obtained from security companies. Through the intervals, no appointments will be required, and the majority of the salon services will be on first come first serve basis but quick, convenient and reasonable to the clients.

As for women, generally, researches have shown them to prefer the allure of fashionable salons, although basically not everyone can afford such luxury. Because of this, Tony and Man will provide different hair treatment services but purely within the normal range prices. Tony and Guy will focus on these customers by emphasizing the sophisticated, ultra media hype styling that Tony and Dude will offer at all their outlets all over the world during the advertising period or the time of applying the marketing strategies. Entertainment will be offered. To reach both the high end and low end market at that time while appealing wit classy but affordable products, Tony and Dude' advert will be produced to appeal to all. The ad while communicating the classiness of the services will also highlight of the affordability. Most importantly, advertisements will display that making up and treating one's mane with company's products and or services is essential, as basic as clothing. It'll communicate that this not longer a secondary need but a simple need for each and every woman.

With the latest finding confirming that there is an growing market in the kids for the scalp industry, Tony and Dude cannot disregard the segment. To gain the Children market, Tony and Guy, will focus its strategies towards moms with children by offering kids gadgets to learn with while they wait and child-friendly wild hair stylists. Also, children receive a special rate reflecting the fact that children's head of hair increases so fast that it can be expensive to keep up with regular treatments as well as the reputation that this generally requires a lot less time to take care of a child's mane so that it should be inherently less costly. The tactical advert will be tuned to charm to the group while attaining other section with the same message.

3. 5 Positioning

Tony and Guy Salon marketing strategies will position the business on the market strategically to be always a one stop-shop convenient, full and affordable services and products. While reaching households a commercial entity, the salons will appeals to people with all the shops prepared to offer quality products at competitive rates even following the promotional periods. Tony and Guy will be offering one-stop services, building it competitive edge by striving to achieve its desired placement through;

Excellent customer services through all centers: Tony and Guy's competitive border depends on superior customer service. The company identifies that the mane treatment industry has packed market with challenging situations id differentiating its products and services from those of the opponents. To stand out on the market, Tony and Dude, take advantage of its blended concerted efforts to sell the scalp products while at the same time operating salons. The two activities not only give an opportunity to the clients to try the merchandise and the services but also allows them experience the quality of services and the merchandise the company offers. Tony and Guy's have been trained in the London Academy in quality customers' services. This can enable the business through its branches propagate across the globe to together 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 client services throughout. While Tony and Man will invest time and money into training the employees, other concerted efforts will be set up to ensure that clients have the best experience possible rendering it is simpler to flip them into a long-term customer and increase the company's and the its services and products reputations. With the superior customer support, Tony and Man can effectively compete keenly against and outlast greater chains and self-employed stores operating in the industry both locally and internationally.

3. 6 Strategy Pyramids

To totally overhaul, the old marketing strategies, with rejuvenated efforts, the solo most apparent objective is to put Tony and Person as the leading, full service, family salon in the internationally. The pyramids marketing strategy will seek to first create customer consciousness about the services offered, then develop the customer base, and finally work toward building customer devotion and recommendations.

The message that Tony and Guy will seek to connect is that the entire family can be offered quickly, professionally, with superior customer support at acceptable rates. The concept will be communicated through various methods. During and after the deals, the messages will continue to be communicated through in-store and storefront exhibits through all the outlets and partnering retail salons. This is a convenient and cost effective method to get potential and existing customers that walk around the or near to the outlets and retail centre. This will go with the other method of communication is advertising in two local and international regular publications newspapers.

Marketing Mix

Tony and Guy marketing mix will carefully companied selectively to effect customer behavior in favor of the services and product of the company. Theoretically, a typical marketing combination model is made up of the 4'Ps of marketing particularly: costing, Place (circulation), Advertising and advertising, and Product.


Tony and Dude Salon pricing system will be founded on a competitive charges model that while making the services affordable, also remains competitive in accordance with rivals' prices. This costs strategy would be the most fundamental element that needs serious things to consider in each and every market. Although pricing of services by Tony and Dude will be guided by the existing levels and the ones of the opponents', the company will strive to offer maximum prices, affordable and engaging to the client, yet giving acceptable returns. Through the promotions, the costs will be subsidized, but at minimum, the income must offset the promotional expenditures. Thereafter the new set of maximum prices will be offered for the products. Each markets shops will be issued with pricing recommendations. Tony and Man acknowledge the issue in standardizing prizes in every the markets taking into consideration the variations in income and monetary levels. For this reason each portion of economic segregated by national restrictions and money will have specific charges model rules.

Independent salons franchised to offer Tony and Dude products and services will be given discounts to as well as customers identifies to have been loyal (Westwood, 2000).

Price Policy

While Tony and Man Company Salon say that charges is the main element that influences customer or rather buyer action and the same determine the profitability of any enterprise, the business intends to build up policies that would assist the managements and retailing shops in setting ideal pricings that are appealing to customers. These prices will be so proper that that it will affect the entire performances and the future competitiveness of Tony and Guy. Attracting new clients and keeping the customers, will be the key agenda in the rates plans to be developed. Due to these affordably but competitive prices, Tony and Man use other strategies broaden its market. The low prices will be paid out by bigger sales volumes. In cases like this the best method that the business sees as what will attract the clients and keep them. For the prices to be competitive and appealing to customers, the business devises strategies and conducts feasibility analyses of customers' activities at different charges scenarios. This involves some general market trends and testing to determine customer tendencies at different picked rates.

The Tony and Man Scalp products and locks treatment services will use the resolved price in specific locations with similar market segment description such demographic, ethnical and monetary situations. This insurance plan involves determining the purchase price for customers who are wiling to purchase the merchandise with the same prices, given the same distributed market conditions and environment. Though it appears to be discriminatory in character, the prices will be set so that it will be super easy for the business to administer and in the long run have the ability to maintain a good will within the clients. This strategy will enable the company use the bigger costs in better economics market segments to compensate the minimal rates billed in the marketplaces whose economic and average income levels are decreases. This is one of the strategies often recommended for company multinationals functioning in countries having different monetary shows (Westwood, 2000).

Place (Host to Syndication) Worldwide Marketing (Promotion)

Tony and Person Salon being an international company that handles wild hair treatments products an services, has a tactical marketing plan program because of its product and services with a global wide scope. Because the birth of the organization in UK, the company has always catered for the demand of its customers throughout the world. Consistent with this global reach, the company is definitely alert to its customer around the world.

In collection with this aspect of the marketing blend and constant to the marketing strategy, the strategy has always been to formulate and invent products that matches the needs of customers in various part of the world. With much investment in research and development of Tony and Guy salon products, the business has already meet identified the precise needs required generally in most parts of the world including the strict Islamic Midsection East. Following adaptation of its products to meet the specific wild hair needs of the clients in different part of the world, Tony and Dude has gained high approval score from clients. This explains the successive honours the business has won. For example, in 2006, it acquired the South West Hairdresser of the Year and they have acquired the London Hairdresser of the Year (11 times) consecutively.

While sensitive to such interpersonal issues as racism and whiles making work not to conform to beauty concepts of the culture in the countries they are simply working, Tony and Man has taken into consideration, Tony and Dude take into consideration colors appreciated by its customers. The company provides its customers opportunities to accept diversity amongst themselves while boosting their personal features and appearance. Tony and Person Salon employees are another whole lot of diversity. With majority of them being women and multi-colored, they are believed a 'minority' implying a great team out associated with an affirmative action and symbolic of the target global market. To Tony and Dude Salon, embracing people ethnicities is the most practical method to reach and to serve the eye of the buyer wherever they are simply.

Locating the store in a high traffic shopping center will significantly increase visibility. A targeted marketing campaign will also speak Tony and Man Salon's desired information. The company intends to make use of various media so as to reach its marketplace. Research will be produced so the right multimedia is picked which is more efficient plus more reliable. The promotional activities that the company intends to put in place include using a chain of circulation that is well coordinated and that which can provide the right route to the market that is targeted. A number of the channels which are available in Kenya include use of media, newspaper publishers, the internet and personal selling. Through these procedures, the company can reach many people at the same time and establish a strong market in Kenya (Kirsch and Goldfarb, 2002).

Product and services

A practical online marketing strategy is not complete without the product component of the marketing combination. One way Tony and Guy Salon have guaranteed appropriately mixing its scalp treatment products and services. Customer support is on strategy that is used to provide quality to customers worldwide. All of the Tony and Dude Salon employees have been been trained in exceptional customer service in the London Academy. The partnering retail salons have also been given strict guidelines on the quality of customer service.

Tony and Dude is recognized for it commitment to continually pursue researches that ultimately increase the quality of the company products and service. Among the strategic plans has already established is definitely to take into consideration the needs of the clients wherever they are simply. By giving a wider variety of products and services, the business has been able to provide customers a wider range that customers can selected from according to their needs and preferences. The products and services are prices so that it attracts the needs of all customers which though geographically separated are united by the Tony and Man products and services. Irrespective of time, whether affluent or poor, whether in Africa or in Asia, Tony and Guy offer product and services that suits the needs and are affordable to each of them.

To continue to be reliant, the business keeps abreast of the latest tendencies in the industry. Tony and Man continually upgrade their brands and giving an answer to the dynamics of the industry. To enhance these processed the business has an ardent team that pursue research and product technology. The major goal of most these attempts is to consolidate a stronger customers bottom among diverse civilizations around the world.

Since the introduction advertising and special offers, Tony and Guy, has commissioned several posters about the major metropolitan areas to publicize the business products. Since the launch advertising through videos in the 1950s, the company has engaged it also a medium of getting customers. Tony and Man in addition has sponsored major Soap Operas in Europe and Asia which can be also transmitted or sold to other continents. Use of superstar personalities in adverting has not escaped the business marketing strategies. The famous stars and other personalities has enabled Tony and Guy connect the successful with personality lives with their corporate and business and brand images and subsequently boasting awareness and sales.

Ethical Issues and CSR

In any marketing program, honest issues normally emerge. You can find one major ethical issue which will be of great matter in this marketing plan for Tony and Dude salon. The honest concern revolves around the conventional use of advertising using images of beautiful women. The mane treatment industry being just part of beauty and cosmetic industry, has conventionally been using images of women to advertise. This is because, the core aim for audient is the women populace and images of other popular or celebrity women can sell a note of advert to them.

The underlying ethical issue in Tony and Person marketing strategy is at the utilization of using advertising campaign that carry beautiful women. This has recently fascinated criticism with critics professing that use of images, way more explicit or very exposing women images not only degrades the stands of morals in the world but also decreases the dignity of women. In addition to these criticisms, the images are reported to be offensive to conservative cultures. Regarding to Blaire (1994), advertising using womanly messages whether visual or otherwise, delineates from the natural and local ethnicities ideas and instead are required to see herself through the sight of another 'ideal' woman in an advertisement image.

A review in advertising with feminine details uncovered that femininity is constantly on the dominate the advertising industry gaining much larger support in among consumers. Adverts text messages promoting Cars, smoking cigarettes, cosmetics and so on use female content to advertise. Respondents in the study established that the cosmetic value produced from the ad image decides how convincing the advert is. Like in beauty products, advertising hair constitute styles using of beautiful women boosts an ethical matter where as the ads serves to depict excellent results from responding an advertising campaign, the common primary theme is gaining power, love and value from the contrary gender. Moore (2004) reminded the advertising industry that "Advertising shouldn't only be centered on things people buy but instead it should consider how all the stakeholders experience the used medium. "

Having realized these dilemmas, Tony and Man Salon replies are revolved around corporate and business responsibilities. While it is not justified to trade off honest issues for Commercial Social responsibility, Tony and Man Salon has set up programs that enhances the status of women in the world to demystify moral issues. One particular strategy is the development of women who've stood out in neuro-scientific scientific researches by awarding them scholarships. There are more than 6 women who've been honored the sponsorships.

Conclusion and Last Recommendations

3. 8 Marketing Research

During the original stages of the marketing plan development, several focus groups were held to gain insight in to the buying habits of prospective customers. The concentration groups drew an array of people from women to men to moms. The participants were asked which kind of service they typically use and just why. These were also asked how their current service could be advanced and what it could take to encourage them to switch to a new salon. They were given somewhat of information regarding Craniums offerings and they assessed this. The target groups provided important information and feedback. Although some of the information gathered had been known to Cranium, other information were things that made sense but was not considered.

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