The Marketing Plan for Dermes - Professional Hair Removal Centre in Hong Kong

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- Micromarketing (local or individual) marketing

This market coverage strategy includes local marketing and individual marketing.

For the above marketing strategy, it is decided to choose differentiated marketing and customized marketing based on using an approach including full market coverage, which help ‘dermes’ operates in several market segments and designs different products for each segment. Differentiated marketing strategy is for the unique product or services. ‘dermes’ use the world recognized the hair removal technology, that is unique technology at Hong Kong.

Firstly, for the differentiated marketing, ‘dermes’ should run advertising campaigns for creating the unique image in order to generate greater brand awareness. For example, they should emphases their unique technology to the audience; inform the target audience that only ‘dermes’ has the real permanent hair removal technology. ‘dermes’ also should build the strong and positive reputation and brand equity in the skin care service industry. ‘dermes’ differentiates its services with features. For example, the hair removal technology not only guarantees removing hair permanently but also includes the addition of exclusive moisturizing (skin) technology. After the hair removal service, they can feel their skin for all day without dryness.

This is the difference to other skin care service companies (such as Medilase) that provide permanent hair removal service and moisturizing skin simultaneously. ‘dermes’ emphasizes and draws the customers’ attention to the fact that its services are reliable, dependable and irreplaceable.

Secondly, ‘dermes’ provides good after sale services, such as the therapists would content and take care of the customers after the hair removal service. ‘dermes’ provides pure products with ‘no-added’ additives to consumers. They even give those skin care products to customers, such as ‘drop red plaster’. The skin care products are free from harmful chemicals. This after sales service can also be the unique features to differentiate ‘dermes’ from other skin care service firms – ‘Medilase’.

- Marketing Tactics - 4Ps

6.1 Product

‘dermes’s customers are purchasing a high quality with high standards.

It can develop more skin care products or even the main product to be differentiated, in order to enhance the effectiveness of the hair removal treatment. At the same time, they can sell the skin care products to earn more profits.

First, it is suggested to create a unique skin care product for customers to protect their skin, especially after the hair removal treatments.

Product Feature

For the next years, the product strategy of ‘dermes’ will be based on producing high quality by developing innovative and ‘no-add’ technologies.

‘dermes’ should use differentiation to point out its brand superiority. For example, it is a brand providing specific natural skin care product after the treatments; its natural ingredient can ensure the quality of products. It can reach consumer satisfaction and build the brand loyalty through the strong brand superiority.

According to the results from paper researches (KAMAN 2009), there are many consumers are tend to purchase products from a brand related to the natural and pure, ‘dermes’ is willing to build the positive feeling and attitude from the consumers. It not only can target customer needs and wants, but also enhance the image of high quality with high service.

There is the suggested ‘unique product’ for after the hair removal treatments:

Product name

Product Features

HYDRA B5 LOTION

- Target: using after the treatments

- Size: Around 100-200ML

- No-added caused – Pure natural

- Balance the pH adjusted to enhance the skin absorption

- Containing hyaluronic acid and vitamin B5

- Improve skin moisturizing capacity

- Deep moisturising

Product Positioning

The above product features could help ‘dermes’ achieve successes in product positioning. ‘HYDRA B5 LOTION’ can showcase the natural technology in the products. Although other competitors such as Medilase (2015) produce some skin care products for customers, their products have no enough differentiation from ‘dermes’. So, it’s believed that ‘dermes’ can challenge competitors and be considered as a market challenger rather than the leader. Perfect product positioning helps customers understand the uniqueness of the products.

- Pricing Firstly, ‘dermes’ is promote that higher price for higher quality. However, it’s suggested to have some special promotion for the student and existing customers in order to attract more customers. For example, student can get 50% discount to buy their services and existing customers to buy three get one free.

Secondly, to meet market demand, ‘dermes’ can provide discounted price to targeted customers. For example, they can provide a 15% discount for repurchasing customers or new customers introduced by the existing customers.

Thirdly, ‘dermes’ can provide packages for existing customers such as buy the treatment for underarm and upper lip have a 20% discount or $8000 for two treatment including underarm and upper lip, etc.

- Promotion Sales promotion & Dealer incentives

‘dermes’ can provide incentives for customers, dealers or other organisational customers in order to boost short-term sales. ‘dermes’ can host special sales events or sweepstakes to attract independent customers. They can set the promotional price for the products to be below the list price and thus stimulate immediate purchase. ‘dermes’ can also provide some rebates for the dealers to increase the short term sales. These promotions can attract customers and dealers, and increase short term sales.

Advertising

Television Commercial

‘dermes’ could use Television