Nt Nails Salon and Spa Marketing Plan

...

Customer Environment

NT Nails Salon’s current and potential customers range from frequent reward members to potential customers who have not visited the Salon (See Appendix 2). The demographic make-up the area immediately surrounding the Salon is a mix of college and graduate students, office employees, single and married couple families with a blend of homeowners and renters. The convenience is a primary consideration for the Salon’s service. The typical customer for this segment if young ladies and adult women. NT Nails Salon location near the downtown business core and the two world-renowned academic and healthcare institutions (The University of Nebraska and Nebraska Medical Center and Creighton University and Creighton Medical Center), is well-situated to attract convenience customers. The Salon is easy to access from all areas of Omaha and offers plenty of adjacent parking.

External Environment

People are more conscious about health and beauty, the demand for getting their nails and toes done has increased significantly. When it comes to Nail salon, customers are not just about the glitter and polish, customers are more concerned about safety and health at risk. NT Nails Salon is in compliance with the State board regulations. All employees at NT Nails Salon are licensed and get trained very well in compliance with the State board regulations. Customers come here they feel happy and safely.

Competition

NT Nails Salon’s two main competitors in Omaha are Martini and American Nails Salons. American Nails Salon is offering a varieties service such as Nail care, skin care, and spa service. American and Martini Salons have already registered to join in Omaha Magazines Annual Best of Omaha contest. American Salon has been voted best manicure and pedicure in “Best of Omaha for fourth consecutive years 2012, 2013, 2014, and 20215. Both Salons have been in the business longer and have bigger spaces than NT Nails Salon. They are able to host many events such as birthdays, showers, weddings, anniversaries, or any other celebration. This will be a threat for NT Nails Salon.

S.W.O.T Analysis

Strengths:

• Good LocationNT Nails Salon locates in Midtown Crossing by a major intersection. Closed by many public and private firms

• NT Nails Salon has a good relationship with customers and employees

• Offers variety, quality services: Waxing, facial, Pedicures and Manicures

.Professional high skilled staffs and special equipment

Opportunities:

• Brand awareness

• High skilled technician recruitment

• Large market demand and a steadily growing market

. Increasing sales opportunities.

Weaknesses:

• Shortage of technicians

• Poor marketing campaigns

• The rent is too high

. Strong competitors

Threats:

• Lower price competition

• Increase cost of supplies and other equipment

• High rent

.Increase competition

Developing Competitive advantages

NT Nails Salon has a great location because it is located in Midtown Crossing by a major intersection and closed by many public and private firms. This convenient location generates more opportunities to the Salon. The Salon’ professional high skilled staffs and nice special pedicure chairs are excellent resources for building more new customers and keeping a good relationship with them. The NT Nails Salon recently offers several opportunities for developing competitive advantages. With the space limitation, the Salon was always bursting and had a large amount of customers waiting during the weekend or on the special occasion. The Salon recent expansion is the opportunity to capture more market share. The dedication to excellent service and high-quality standards is evident to customers while visiting the Salon. Any questions relate to beauty service and product are answered with confidence, and staffs offer knowledgeable recommendation.

NT Nails Salon is the most sophisticated, safest, cleanest number one service, and best product nails salon in Omaha Nebraska. They use only the finest products and show clients the right product and techniques to keep their nails looking vibrant and healthy all the times. These unique offerings should be highlighted in advertising and marketing in the surrounding trade area to increase foot traffic into the Salon. Emphasizing quality, value and service in marketing and operations will encourage customers from outside the immediate geographical area to visit the Salon.

Developing Strategic Focus

NT Nails Salon has two primary goals for 2015. Increasing profits by 5% on next year through increasing sales volume by 10% and Maintain positive, steady growth in each month by retaining existing customers, win new customers. Increasing community awareness of the Salon product and service and Maintain positive, steady growth in each month by retaining existing customers, win new customers.

Marketing Goal 1: Increasing sales volume

Objective 1A- The problem NT Nails Salon is facing, shortage in nail technicians. It is tough to manage when there is group party of 12 to 15 people. There is also a lot of people waiting during the weekend or on the special occasion. There are a total of seven employees at the Salon. When peak season, during weekends or special occasion, the Salon always lost a large amount of customers because of the long wait. In order of increasing the sales volume, the Salon should recruit more high skilled licensed employees. These nail technicians also need to have communication skills and sale ability. They are likely to bring benefits to the Salon.

Objective 1B- Host a weekend “Open House” on the first weekend of the month in March, April, and May 2015- a three-hour