Integrated Marketing Communications



Integrated Marketing CommunicationsAssessment Item 3: Client Campaign ReportAna ClarkeInformation:Name: Anastacia ClarkeStudent Number: N9112561Client Name: Mademoiselle BeautyTutor: Hilary NeillTutorial Time: Thursday 5pmWord Count: 1640Executive SummaryThis report will analyse East Brisbane’s best-kept secret, Mademoiselle Beauty. Although it has experience success in the past, in recent times owner salon Sarah Gilbert took time away to start a family and subsequently during her absence decline in business occurred. The aim of this report is to re-position Mademoiselle Beauty as the eastern suburbs of Brisbane’s premium quality beauty services provider with a wide range of services to suit every need. This will be achieved through three objectives: create brand awareness, increase male market and increase IPL clientele base. A competitor analysis and SWOT analysis has been undertaken in order to gauge Mademoiselle Beauty’s current position in the market in order to guide objectives and tactics. The primary market will remain the same as women aged 24-50 who are either working or starting families. A new secondary audience has been identified as younger women and primarily men of any age. Applying the three above objectives will ensure the target markets will be encouraged to book an appointment with Mademoiselle Beauty. The three objectives will be achieved through numerous tactics including updated website, signage, promotional flyers, cinema advertising, new window lighting, promotional flags, beauty blogger representation and appearing in a weekly school newsletter. A schedule has been created and targets set from November 2015 to December 2016 and a detailed list of cost associated have been included with a total approximate cost of $4923. These tactics are also displayed pictorially at the end of this report. The suggestions contained in this report, based on research, will re-position Mademoiselle Beauty as the leading salon in the eastern suburbs of Brisbane. Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc307403191 \h 21.0Client Proposal and Objectives PAGEREF _Toc307403192 \h 41.1 SWOT Analysis PAGEREF _Toc307403193 \h 51.2 Audit PAGEREF _Toc307403194 \h 62.0Target Audience PAGEREF _Toc307403195 \h 73.0Positioning Strategy PAGEREF _Toc307403196 \h 94.0Marking Communication Strategy PAGEREF _Toc307403197 \h 105.0 Marketing Materials PAGEREF _Toc307403198 \h 136.0 References PAGEREF _Toc307403199 \h 177.0 Appendices PAGEREF _Toc307403200 \h 18Client Proposal and ObjectivesThe aim of this proposal is to re-position Mademoiselle Beauty as East Brisbane’s premium quality salon with a wide range of services to suit every need. Increasing Mademoiselle Beauty’s brand awareness is paramount for the future success of the business. Research states that in order for a customer to believe a product is reliable and of high quality they must first receive brand awareness through effective marketing communication channels, such as televisions, radio or online advertising. This is turn minimises any risk in product evaluation?(Aaker, 1996)(Sasmita & Suki, 2015). Secondly, it is also vital for Mademoiselle Beauty to gain access to the male market as this sector of the industry is growing rapidly CITATION Car14 \l 1033 (James, Manscaping: the next big thing in beauty, 2014). Lastly, primary research indicated the large market of consumers wanting to try IPL Hair Removal Treatment but have not yet, therefore Mademoiselle should also target this untapped market. Table 1: ObjectivesPriorityObjectiveTimeframe1Increase Brand AwarenessRe-examine clientele base by October 31st 20162Increase Male MarketTo increase male customers by 50 clients by 31st of October 20163Increase IPL Hair Removal TreatmentTo increase IPL Hair Removal clientele to 30 by 31st of October 2016Table 2 Potential CompetitorsCompetitorPotential impact – immediate or long term?Competitor 1: The Brow BarBrow Bar is a franchise with seven locations around Australia and one situated near Mademoiselle Beauty on Riding Road, Bulimba. With a cult following with nearly 14,000 followers on Facebook, over 4000 on Instagram they have quickly become one of Brisbane’s favourite’s beauty salons. The Brow Bar is premium service specializing in eyebrows, eyelashes and make up with premium price points. Although Mademoiselle Beauty charges less for waxing and make-overs, Brow Bar has a strong customer base exhibited through their large followers on social media and an innovative website. Fortunately, Brow Bar does not offer any IPL Hair Removal Treatments, Cosmetic Tattooing, facials, massages, manicures or pedicures allowing Mademoiselle to have a competitive edge. And while the male market does not appear to be a focus for the Brow Bar, it will be a long-term competitor with Mademoiselle Beauty as they are in very close proximity of each other offering similar services. Competitor 2: GB SalonGB Salon was voted the second best salon in Brisbane in 2014 CITATION Ush14 \l 1033 (Australia, 2014) with 7 locations around Brisbane specialling in threading, hair services and a wide range of services. They have taken a different approach and have salon around Brisbane and also pop-ups at the market creating brand awareness throughout different markets. Prices are incredibly competitive ranging from a full eyebrow thread at just $12, tinting at $30, manicures just $30 and all waxing prices are incredibly inexpensive, see Appendix 1 for full list. Although GB Salon does not have as many followers on social media as The Brow Bar they are still very well-known to a wide range of people through there unique approach of having stalls at the market for threading. Consumers who want to try a new place for waxing of threading will be drawn to GB Salon as it was voted the second best in 2014, thus a huge long-term competitor for Mademoiselle Beauty. Competitor 3: Image by LaserImage by Laser is a popular clinic specializing in hair and tattoo removal. They offer competitive bundling of prices for various treatments. Their webpage is innovative and is the first result shown through a simple ‘hair removal Brisbane’ Google search. Their website is incredibly easy to navigate and has useful options such as, FAQ’s, Testimonials, Specials and Free Consultations. Many consumers would be drawn to an actual clinic that specialises in hair removal with a professional website and positive testimonials rather than a salon only in the beginning stages. Image by Laser will be a short-term competitive until Mademoiselle enters the hair removal market properly. Competitor 4: Laser Clinics AustraliaLaser Clinics Australia are placed over 50 locations around Australia with their first clinic opening in 2008. They have established a dominant position in the cosmetic clinic market, and an exceptionally strong brand and large customers base. CITATION Las15 \l 1033 (Laser Clinics Australia, 2015). The closest clinics to Mademoiselle Beauty are Carindale and in the city. Laser Clinics Australia offers competitive prices including bundling of many services. There website is easy to navigate with a very modern and up-to-date design. They also have a huge following on Facebook with over 46,000 followers and over 7000 followers on Instagram. Consumers who were looking for hair removal would be incredibly enticed to Laser Clinics Australia as present as a very trustworthy business and have competitive prices. 1.1 SWOT AnalysisStrengthsWeaknessesQuality Service: All staff members have been trained with excellent knowledge of all services and productsReduction of Prices: Prices have recently minimized in order to be more competitive with surrounding boutiques and salonsNew IPL Machine: Mademoiselle has the newest and a more efficient machine with a quicker cooling period allowing customers to feel more relaxedDesign of salon interior: A clean and welcoming inside of the salonOne-to-one Communication: Mademoiselle prides itself in having strong communication with all customersCompetitions: Mademoiselle Beauty consistently entices their customers by creating competitions to win free or discounted services (see Appendix 2 for an example).Facebook Deals: Every couple of months Mademoiselle posts a deal on their page to encourages their customers to book a service which is discounted for a special occasion such as the ‘Ekka Races’, see Appendix 3. Packages: Mademoiselle Beauty offers a range of packages bundling services at a cheaper cost. This is not a service that many other beauty salons offer.Signage: Currently the signage outside of Mademoiselle is old and hard to read. This creates confusion for a consumer who is looking for Mademoiselle Beauty see Appendix 4. Brand Awareness: Considering Mademoiselle Beauty is located on a busy road with hundreds of cars driving by daily, primary research indicated only 11% of people knew Mademoiselle BeautySocial Media Following: compared to other beauty salons Mademoiselle does not have a high number of followersCustomer Loyalty: With fierce and growing competitors customers are consistently seeking variety and are not loyal.Name: Males customers may ben detered from visiting Mademoiselle Beauty, as the name is very feminine. Social Media Posts: Currently Mademoiselle averagely posts once a week, therefore not enticing customers to stay engagedWebsite: Currently the website is hard to navigate and has a more traditional layout rather than a new and improved websiteAdvertising: Currently Mademoiselle Beauty is not involved in many advertisementsBook online/app: Not friendly to customers who want to view, customers should be able to see what appointments are available and then move from theirDoorbell to enter: Unlike many other beauty salons, Mademoiselle requires you to ring a doorbell and then be let in. This would make consumers feel uneasy on their first visit and could deter them from returning in the future. OpportunitiesThreatsLocation: A popular suburban area, only 10 minutes from CBD with many customers aroundFoot and street traffic: situated on a busy road with potential to advertise to hundreds driving byMale Industry Growth: Research suggests that the male sector is growing steadily. Mademoiselle Beauty should target these individualsCompetition with cheaper prices: competitors in the area have significantly cheaper products enticing younger customers who tend to prefer cheaper product to go to competitorsCompetition with strong brand awareness: competitors in the area have a strong customer base and it will be difficult for Mademoiselle to compete in this areaCompetitors with loyal customers in the area: Competitors in the area have shown consistency with bundling prices and ensuring customers return 1.2 Audit The current signage for Mademoiselle Beauty is not consistent with the services offered. It tends to lead consumers to believe this is the only service available. There is also a lack of social media and website activity. This creates problems when confirming messages. The objectives will help to clear these issues. Target AudienceMademoiselle Beauty will have two target audiences consisting of a primary and a secondary audience. The primary audience will be women aged 24-50 who are women busy with families and work. The secondary audience will be younger women below the age of 24 and men of any age. All of Mademoiselle Beauty services will appeal to both audiences however particular services will be heavily targeted at each audience to differentiate specific needs/wants.Table 3 Analysis of the Target AudienceSegmentation Analysis Description & Potential ImpactGeographic SegmentationCurrently, Mademoiselle Beauty is not a franchise and for this reason consumers are expected to live in Norman Park and close by suburbs ranging from outskirts of Carindale to New Farm. It is predicted they will tend to live in family or share houses rather than city apartments. This is because consumers who lives in city apartments are more likely to walk to beauty salons rather than drive CITATION Moo13 \l 1033 (Moorhead, 2013)Demographic Segmentation The main target audience will be middle to high class consumers particular women with children or who are starting to begin a family who still enjoy staying social. The second audience will be single, part-time or universities students who are very social and somewhat superficial. Psychographic SegmentationConventional Family Life and Look At Me. Behavioural SegmentationThe main target audience will belong to the ‘Conventional Family Life’ in Ray Morgan’s segment CITATION Mor97 \l 1033 (Morgan, 1997) as they are busy consumers with a family who pursue quality priced products. They tend to be more loyal than others once they have achieved satisfaction with a product, they will only start to seek variety when they have become unsatisfied. The second audience will belong to the ‘Look At Me’ Roy Morgan Segment as they are young and tend to like spending rather than saving. They enjoy keeping up to date with the latest trends. This is a perfect demographic to advertise Mademoiselle Beauty’s new cosmetic tattooing services to with the latest trend being big eyebrows according to beauty bloggers CITATION Car141 \l 1033 (McGuire, 2014) CITATION Fra15 \l 1033 (Zaccagnini, 2015). On the other hand, men are increasingly opting for no body hair as Ben Skeggs, owner of Spectrum Health and Beauty states “gone are the day where a hairy chest was seen as cool” CITATION Car142 \t \l 1033 (James, 2014). It is vital for Mademoiselle Beauty to target these trends to the appropriate segments because, if done correctly, many will be lining up for appointments. Through a segmentation analysis the primary target audience for Mademoiselle, women 24-50, belong to the ‘Conventional Family Life” in Ray Morgan’s segments. These consumers tend to be busy looking after their family and generally seek value in their purchases CITATION Mor97 \l 1033 (Morgan, 1997). These consumers would be enticed to visit Mademoiselle Beauty, as it is located in a friendly family area, possibly close to their children’s schools, and provides strong quality services. Thus, this demographic would be perfect for Mademoiselle Beauty to target. The second audience for Mademoiselle Beauty will now be young females and males at any age who belong to the ‘look at me’ Roy Morgan’s segment. These consumers tend to believe money is for spending rather than saving, they are fashion and trend conscious, incredibly sociable and tend to live large and loud. CITATION Mor97 \l 1033 (Morgan, 1997). Mademoiselle Beauty’s should advertise their new services, cosmetic tattooing services and IPL Hair Removal as they will appeal to this demographic who do not mind spending money and enjoy keeping up to date with the latest trends. Both these markets have a significant size and offer a great potential for Mademoiselle Beauty. Positioning StrategyTraditional methods of identifying and positioning brands, such as the 4 Ps, has proven successfully for many decades. However, the 4 P’s are steadily fading out because of the advances in technology strengthening consumers ability to control and access information, the ease of purchasing products or services anywhere at any time, and the customer establishing for themselves what creates value and what relationships are important CITATION Luc09 \p 8 \l 1033 (Luck & Moffatt, 2009, p. 8). Customers dominance over the market will only continue to grow, therefore marketers need to take a formal approach to customer-focused marketing know as SIVA. The SIVA principles (solution, information, values and access) will be used for Mademoiselle Beauty to provide a demand/customer-centric alternative to the 4 PS marketing mix of product, price, placement and promotion. Using the SIVA principles Product now becomes Solution, so the product being sold is driven by what the consumer needs CITATION Bou15 \l 1033 (Boundless, 2015). It is Mademoiselle Beauty’s duty to understand what the target audience is looking for and in turn produce services or products to fit these needs. Mademoiselle Beauty will not be just be offering a service but a solution for consumer. A solution to women who need to feel better about themselves through waxing, manicures, and pedicures or fake tans or solutions to younger women who want thicker eyebrows or men looking to remove hair permanently. Instead of Mademoiselle Beauty focusing on Promotion they will instead focus on providing consumer with Information to determine whether or not their services offer both value and are accessible to them. Customers will be happy to go to ‘fact finding’ appointment to learn about the service offered and its price. Price becomes Value instead of using economic theories to establish a price. SIVA determines a price of a good or services based on the value it offers to a consumer CITATION Bou15 \l 1033 (Boundless, 2015). The value a consumer is receiving from for example Mademoiselle Beauty is an intangible therefore, cannot be price based on the input of raw materials. Place becomes Access which is focused around giving consumer access to products and services when and where they want instead of dictating where a consumer has to go to get it CITATION Bou15 \l 1033 (Boundless, 2015). By Mademoiselle Beauty following the SIVA principles they will be able to reach more consumers. The brand Mademoiselle Beauty will also represent a quality service catering to all individuals with a pleasurable outcome rather than a focused Parisian theme. Following the SIVA principles Mademoiselle Beauty will communicate this message by holding a re-launch party show-casing to potential consumers the new and current services offered in a fun and welcoming way reinforcing that consumers will have an enjoyable experience with Mademoiselle Beauty and will feel at home and welcomed. The re-launch party will show consumers the worth of Mademoiselle Beauty’s services, subconsciously forcing the consumers to identify Mademoiselle Beauty as a valuable and dependable service. Marking Communication Strategy The message strategy is to re-position Mademoiselle Beauty as eastern suburbs’ premium quality salon with services to suit every through increasing brand awareness. Objectives are essential in order to have a successful marketing communication campaign. The objectives for Mademoiselle Beauty are; increase brand awareness, increase male market and increase the up-take of IPL Hair Removal Treatment. The first objective is to increase brand awareness by October 31st 2016 by 150 clients. This will be achieved through three tactics: improving visibility of outside signage, improving website and advertising. Improving visibility of the main signage is vital as Wynnum Road is a prime location with 38,000 cars driving by daily CITATION Bri \l 1033 (Brisbane City Council, 2014). The first appointment for a consumer is very important and difficulties immediately arise. The business is very close to a major intersection and one of 5 in a tight strip block. Traffic down a hill and it is very hard to locate the business and be mindful of traffic. If the potential customer does not see the business on the first drive past (as is highly likely) they will experience frustration as to navigate back to the salon is at best a kilometer and presumes a good local knowledge. And even if the salon is spotted quickly it is very hard to park outside with the amount of traffic. This will contribute possibly to customers of Mademoiselle Beauty beginning their experience with a sour taste in their mouth. In addition Mademoiselle Beauty’s signage is outdated and worn out thus not attracting the interest of commuters. Proper signage could be put up to help first-time customers and also attract commuters on driving or walking by but more specific information to guide customers would be helpful. To further attract commuters Mademoiselle Beauty should lighten the front of their store up through a chandelier. Currently Mademoiselle Beauty’s website is also outdated and hard to navigate especially on mobile phone. Consumers are spoilt for choice so if they find a website hard to navigate they will close it and find someone else. Mademoiselle should revitalize there website to a modern and easily navigated website. This will improve traffic to the website and also help consumers stay on the webpage longer. The third tactic is to advertise through Balmoral Cinemas and school newsletters. This will further increase brand awareness to consumers on the eastern side of Brisbane. The second objective is to increase the Male Market by 50 clients by 31st of October 2016 achieved through three tactics. The first tactic will be ‘Manscaping Mondays’ which allows all men 15% off the cost of an IPL Hair Removal appointment. This will allow men to feel comfortable that this is their special day of the week and it will be all about them. The second tactic is to target men through their female companions. This will be achieved by handing out flyer to all current female clients offering their partners 15% for their first visit. Not only will males feel comfortable but they will also be encouraged by loved one to book an appointment with Mademoiselle Beauty. These tactics will not only increase brand awareness for Mademoiselle Beauty but also increase clientele. The third objective is to increase IPL Hair Removal clientele to 30 by 31st of October 2016. This will be achieved by firstly contacting clients who regularly wax offering 15% of their first IPL Hair Removal session. Clients who regularly wax with Mademoiselle Beauty will already feel comfortable and be more willing to try it out. The second tactic will involve contacting a Brisbane-based beauty blogger to try Mademoiselle Beauty’s IPL treatment for free and then post about it. Various bloggers have huge amounts of followers that would help to bring brand awareness to Mademoiselle Beauty. The third tactic will be placing promotional flags outside of Mademoiselle Beauty catching the eye of commuters on Wynnum Road. In addition this will create a point of difference between the businesses either side as it is currently difficult to spot the smaller frontage of Mademoiselle Beauty between these two larger estabalishments. These three tactics will help to boost Mademoiselle Beauty’s clientele base for IPL Hair Removal Bookings. Table 4 outlines the campaign implementation of the tactics above, table 5 outlines any costs associated with the tactics and table 7 outlines the campaign evaluation metrics.Table 4: Schedule of TacticsDate:Item:5th of November 2015Store Window Lighting (Chandelier) 5th of November 2015Signage5th of November 2015Promotional Flag16th of November 2015Website20th of November 2015Handing out flyers to clientsJanuary 2016Cinema Advertising Month January – March 2016Online Beauty Blogger Representation January – December 2016Weekly School Newsletter Table 5: Costs Associated with TacticsItemCost Associated Prior Costing’sWebsite- Previously assigned costNew Business signage Alupanel with digital print and matte laminate$964.81Current Costing’sBalmoral Cinema Advertising$4350Night time visibility – Chandelier$235Promotional Flag$88Local School Newsletter$250Online Beauty Guru RepresentationFree IPL TreatmentsProjected advertising costs = $4923Table 6: Campaign Evaluation MetricsCampaign ObjectiveEvaluation MetricRationale & Cost#1 Increase Brand AwarenessNew Client Survey – asking a new client how they heard about Mademoiselle Beauty. Including: Promotion, passing by, word of mouth, Internet searchThis will help to show what tactics are working and what tactics are not working when creating brand awareness. This does not have to be an elaborate survey and costs should be minimial. #2 Increase Male MarketEvaluation on how many clients signed up from promotion of ‘Manscaping Mondays’ or from being referred by a female companion. This will ensure both promotions are working at successfully bringing in male clientele#3 Increase IPL Hair Removal BookingsMailing list and survey to ascertain waxing clients satisfaction with IPL Hair RemovalEnsuring all clients have signed up to a mailing list to send out promotional information and surveying customers after their second IPL treatment5.0 Marketing Materials Table 6 provides examples of marketing materials and collateral outlined in section 4. Table 6 Marketing Materials Overview Marketing MaterialDescription#1 WebsiteA new innovative website that is easy to navigate and is mobile friendly. #2 New Business signage The current signage does not give a consistent message and is also hard to see. The new signage will allow for customers to easily see the salon. #3 Balmoral Cinema AdvertisingAdvertising at Balmoral cinemas is ideal because most of the customers will be consumers who care about their appearance and are local. #4 Night time visibility – ChandelierLighting up the stall will help to bring attention to consumers driving by at night. #5 Promotional Flag115316072390WANT TO BE HAIRLESS THIS SUMMER?15% OFF FIRST IPL TREATMENT BOOK NOW!3395 708200WANT TO BE HAIRLESS THIS SUMMER?15% OFF FIRST IPL TREATMENT BOOK NOW!3395 7082This will be used during the day-time, particularly in peek-hour traffic to attract commuters driving by. #6 Local School NewsletterPromoting in a local school newsletter will bring awareness to a whole community. Specifically mothers of the children who are looking for a beauty salon.#7 Online Beauty Guru RepresentationThis is an example of an online beauty guru promoting a beauty salon. Mademoiselle should make contact to have a similar advertisement done. #8 Flyer to waxing clients6.0 References BIBLIOGRAPHY Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. (Vol. 8). New York: The Free Press.Australia, U. (2014, November 3). Waxing Brisbane | Our Top 11 Salons For Waxing In Brisbane. Retrieved from Ushop : . (2015, July 21). SIVA: Solution, Incentive/Information, Value, and Access. Retrieved from oundless Marketing: City Council. (2014). Key corridors performance report congestion reduction unit. Brisbane: Brisbane City Council.James, C. (2014, March 25). Manscaping: the next big thing in beauty. Retrieved from The Sydney Morning Herald: Clinics Australia. (2015). About Us - Our Story. Retrieved from Laser Clinics: , E. M., & Moffatt, J. J. (2009). Has anything really changed? A new perspective on an old definition. The Journal of Marketing Communications , 15 (3).Mademoiselle Beauty. (2015). About Us. Retrieved from Mademoiselle Beauty: , C. (2014, November 15). What a difference a brow makes! Retrieved from Daily Mail: , J. (2013, March 17). If you live in a city, you don't need a car. Retrieved from The Guardian : , R. (1997). Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity. Journal of Retail & Distribution Management , 43 (3), 276-292.Zaccagnini, F. (2015, March 27). BEAUTY TRENDS: THICK EYEBROWS. Retrieved from The Blonde Salad: Appendices Appendix 1: Competitor GB Salon Competitive PricesAppendix 2: Mademoiselle Facebook CompetitionsAppendix 3: Mademoiselle Facebook DealsAppendix 4: Current Signage24003001553845 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download