There are four parts to the marketing mix: product, place, promotion, and price. These are the key factors to the success of any business, they should all compile to your business mission statement or your overall goal. Each has to work for itself and work with the other; you have to make sure you know what you want your salon to be associated with and how you want customers to see you as a professional. What is your Unique Selling Point (USP) - the thing that makes you different to other retailers?
In this case, the core product would be the hairdressing service that you are providing. You need to consider the image that you are trying to portray and where you want to be in terms of the market – who is your salon aimed at? Maybe young fashion conscious women aged 16+ if you want to be able to demonstrate flair of creativity, or rich middle aged men and women if you want to have a firm foundation of income and clients. You may want to consider brushing up your own hairdressing skills, as techniques and styles may have changed considerably while you have been out of the workplace. The Hairdressing & Beauty Industry Authority recommends that you take NVQ Level 4 in Hairdressing, which would allow you to revive your hairdressing skills while also giving you the management knowledge and expertise to set up your own salon. In the hair and beauty business, the most important selling aspect is your service, this brings us on the second section which would your actual product, which could include a number of services but above all needs to be able to have something that will benefit the client rather than going somewhere else.
Your primary product or service would obviously be the hairdressing business however you could extend this to include hair care and endorsing products such as Terence Paul who advertise the high quality equipment that they use such as their GHD straighteners which are also the best selling hair straighteners,...
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