Marketing Strategy Report For Rambo Hair Salon

Background of the Company

Marketing plan leaves a significant impact in enhancing brand image and reputation of an organization (Ghezzi, Cortimiglia and Frank 2015). Providing superior quality of products and services is not the only vision of business experts. In order to grab the customers’ attention the business experts have to focus on introducing and positioning the brand in market so that customers can get in-depth knowledge about product components. Rambo Hair Salon is one of the startups among hairdressing ventures in Australian market. With proper marketing innovation, the business experts intend to introduce their brands in the market of Australia to grab the attention of target market.    

Rambo Hair Salon is a new business start-up especially famous for hairdressing and chemical treatment. As a new business venture, the organization has faced immense competitions in the market.  Australia is possessed with innumerable established hair salons endowed with superior quality of products and services. In quest of surviving in the market of Australia Rambo Hair Salon primarily aims to establish the brand in Australia with high quality of services in affordable price range. The customer service providers are very much flexible in providing effective services along with having multi-lingual flexibility (Cronin-Gilmore 2012). In this kind of situation, the customers do not have to face challenges in communicating with the service providers. After launching a new hairdressing venture, Rambo Hair Salon did not make any effective promotional plans for marketing and creating brand identity. As a result, customers of various geographical boundaries are not aware of their products and services. This very specific study has focused to make detailed marketing plan by implementing effective strategies and polices. They have used appropriate media tools as well in order to introduce their products and services in the market of Australia.

Before making an effective marketing plan the business experts have to segregate the target market. In order to evaluate the target market segmentation the business experts of Rambo Hair Salon have implemented STP analysis, which includes segmentation, targeting and positioning. The entire target market is segmented as per geographic, demographic and psychographic basis. Geographic market segmentation involves most of the well-known market regions of Australia. Sydney, Brisbane, Melbourne are the three primary geographic zone where the attention of customers can be grabbed. People having average level of income status can easily be involved in their target group (de Luca 2014). The price range of the products is very much affordable for those people who have average income status. People from 18 to 30 age group are the primary target audience. In order to survive the entire business in fashion industry, the business experts have primarily targeted the young generation. On the other hand, the products and services are designed for the people of various psychological beliefs and attitudes. In this kind of situation, the business experts have targeted the people from various cultural backgrounds and psychological attitudes (Foxall 2014). In addition, the service providers are very much comfortable in dealing with the people of different cultural backgrounds.

Target Market

The target group is primarily segmented as per the income status and age group of people. The price range of the products is very much affordable for those people who have average income status. On the other hand, the products and services are designed for the people of various psychological beliefs and attitudes. In this kind of situation, the business experts have targeted the people from various cultural backgrounds and psychological attitudes. Sydney, Brisbane, Melbourne are the three primary geographic zone where the attention of customers can be grabbed (Galliers and  Leidner 2014). In addition, the business experts are very much efficient in providing high quality of products in moderate price range.

In order to position the brand new media tools as well as social media tools both are used in order to grab the attention of large number of customers. Social media platforms like Facebook, Twitter, Instagram are used to introduce varieties of hair dressing styles and approaches. At the same time, as a traditional media platform electronic media is used for middle-aged customers (Görener, Toker and  Ulucay 2012). With the emergence of new technology the business experts have primarily focused to invest their expense towards promotional tools so that brand can be positioned properly. An estimated promotional budget for positioning Rambo Hair Salon is as follows:   

Table: Estimated promotional budget for positioning the brand in Australian market

(Source: As created by the Author)

                                                                         Figure: Positioning map

                                                                      (Source: Created by author)

In the above positioning map, it has been identified that Rambo has been positioned in the high quality moderate price. In that case, the major competitor will be Abalines Chez Femme Beauty as it also provides high quality of products in moderate price. The positioning strategy of an organization can be developed and convinced in different ways. In order to drive the competitive and objective attributes, the pricing strategies are being introduced in the market. Depending on the characteristics of the products, the positional strategies of the company can be changed. Positioning is being considered as an effective marketing concept that can outline the business objectives in the right manner. In most of the cases, the organizations adopt the effective positioning strategies for sustaining in the competitive market. In order to implement an effective positioning strategy, the organizations focus on creating image of the products for attracting the targeted audience. In order to create better position in the market both the direct and indirect initiative can be adopted by the company. it is true that social media marketing through Facebook, Instagram and twitter can help to increase its popularity in Australian market.  There are various theoretical approaches, which helps to drive the positioning strategy in an organization. The marketing theories life, Ansoff matrix, Stakeholder analysis and consumer decision making are the important theoretical aspects, which influence in the positioning strategy of the company. In this study, Ansoff matrix has been highlighted for analyzing the marketing strategy of Rambo.

STP Analysis

                                                                             Figure: Ansoff matrix

                                                                             (Source: Dawes 2018)

In the above diagram of marketing, Rambo can adopt the product development strategy, as Australian market is not new for the company. In order to grab large numbers of customer attention, it has decided to launch new product in the market. Different pricing approaches have been discussed, which can help to influence thee marketing practice of Rambo.

As stated by Ghezzi, Cortimiglia and Frank (2015), the approach has shed light on various categories of price qualities, which are being attempted by the manufacturers for providing standard quality of service to the target audience. In this case the company charges higher rate against performance features or premium products. On the other hand, it is also true that in case of promoting the mass products, it is also major concern for Rambo to maintain minimum standard so that it can be sustained in the market. If the company will adopt this positioning approach in the workplace, it will help to maintain its product quality.

In this types of approaches the positioning can be done depending on the implicit and explicit frame of one or more competitors. As stated by Cox  (2015), in this approach two types of frameworks have been mentioned. Brand image is one of the important [positioning framework, depending on which the market stability can get affected. Some of the cases, it becomes harder for the company to locate it in the positioning map when the competitor has a stand brand image. On the other hand, positioning can also get influenced depending the customer relationship management practices. In order to sustain in the competitive market, link with the consumers is important. In the positioning map, it is clearly mentioned that the company can face the threat from Abalines Chez Femme Beauty, as it has established its strong brand image in the market. in that case, focusing on developing relationship with the customers, the company can sustain in the market.

In the words of Hill, Jones and Schilling (2014), The organizations mostly use the deeply entrenched culture symbols for maintaining uniqueness in the market. With this initiative, it becomes easier for the company to differentiate its products from the competitors. The advertisements are being developed by keeping the cultural perspectives in mined so that it helps to attract the target audience. Analyzing the behavioral characteristics of the Australian people, it has been identified that they are culture oriented. in that case, it can be assumed that the cultural symbol approach can be beneficial for the company to grab the attention of target customers.

Positioning

Affordable price range with the help of fast service method is the primary USP (Unique selling point) of Rambo Hair Salon. As a result, customers having average income status can afford the services of Rambo Hair Salon. For that, the customers do not have to compromise with the quality (Hogg 2012). Service providers are very much professional and efficient in maintaining superior quality of services. 

Two types of distribution strategy is accessible in Rambo Hair Salon. On one hand, the customers can visit the stores in order to direct services from the hairdressers. On the other hand, the business experts provide online services as well (Jugenheimer, Sheehan and Kelley 2015). The customers can make online appointment from the service providers with the help of which customer can receive home services as well.

Traditional media as well as social media tools both are used in order to grab the attention of large number of customers. In order to promote the brand new media can expand their entire business in the international market as well (Lee and Lam 2012). At the same time, as a traditional media platform electronic media is used for grabbing middle-aged customers by multiplying the meesages beyond going regional market. It has decided to promote its products through social media channels like Facebook, twitter and Instagram. TV advertising will also be done by the company for attracting large numbers of customers.

The company provides the hair dressing service in reasonable ranges. Hair spa, haircut, blow dry and others hair related facilities will be provided. Order to grab the attention of the customers, it has decided to introduce the discount offers in the opening day. It will be easier for the company to grab the attention of the customers.

The product will be distributed through the retailers. However, the company has also decided to introduce online distribution process. The company has placed its headquarter is in Sydney. It has decided to introduce 20 salons in all over Australia. Analyzing the current market trend of hair dressing companies, it has adopted the rapid expansion strategy.

With the 20 numbers of employees, the product will be launched. For providing effective service training will be provided to the employees.

Conclusion 

In this study, it can be concluded that the in order to implement effective marketing strategies, it is very important for the company to analyze he target market. Analyzing the situation of the company it has been identified that it provides good quality of products in reasonable price. By introducing diversified hair dressing products in the market, the company aims to establish its strong brand image in the market.

Reference List:

Cox, A., 2015. Sourcing portfolio analysis and power positioning: towards a “paradigm shift” in category management and strategic sourcing. Supply Chain Management: An International Journal, 20(6), pp.717-736.

Cronin-Gilmore, J. 2012. Exploring marketing strategies in small businesses. Journal of Marketing Development and Competitiveness, 6(1), 96.

Dawes, J., 2018. The Ansoff Matrix: A Legendary Tool, But with Two Logical Problems.

de Luca, S. 2014. Public engagement in strategic transportation planning: An analytic hierarchy process based approach. Transport Policy, 33, 110-124.

Foxall, G. 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.

Galliers, R. D., and  Leidner, D. E. (Eds.). 2014. Strategic information management: challenges and strategies in managing information systems. Routledge.

Ghezzi, A., Cortimiglia, M.N. and Frank, A.G., 2015. Strategy and business model design in dynamic telecommunications industries: A study on Italian mobile network operators. Technological Forecasting and Social Change, 90, pp.346-354.

Görener, A., Toker, K., and  Ulucay, K. 2012. Application of combined SWOT and AHP: a case study for a manufacturing firm. Procedia-social and behavioral sciences, 58, 1525-1534.

Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated approach. Cengage Learning.

Hogg, G. 2012. Employee attitudes and responses to internal marketing. In Internal marketing: Directions for management (pp. 127-142). Routledge.

Jugenheimer, D. W., Sheehan, K., and  Kelley, L. D. 2015. Advertising media planning: a brand management approach. Routledge.

Lee, C. K. M., and  Lam, J. S. L. 2012. Managing reverse logistics to enhance sustainability of industrial marketing. Industrial Marketing Management, 41(4), 589-598.

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