CreatedbyHannah,Allison,andJosh

BCA311

MWF9am

Product:

ColorWorksHairCompanyisalocalMountPleasantsalonthatprovides

varioushairandcosmeticservicesandproducts.Theseincludehaircutsformen,

women,andchildren,extensions,coloring,hairtreatments,styling,makeup

applicationandwaxingservices.Theyalsoprovidearangeofstylingproducts

includingsalonbrandshampoosandconditioners.

Position:

ColorWorksisoneofmanysalonsintheMountPleasantareas.Currently,

ColorWorksisverypopularwith25-50yearoldwomen,specificallybusiness

professionals.Theyarewelltrustedinmanycircles,butnotverywellknown,

specificallyamongsttheyoungercrowd.ColorWorksactivelyparticipatesand

donatestolocalcharityevents,includingtheirstylistsdonatingtheirserviceson

occasion.

Personality:

ColorWorksHairCompanyprovidesagreatvarietyofhaircareandcosmetic

services.Theirserviceishighendandveryhighquality.ColorWorksisaplacethat

valuescloserelationshipsamongsttheirclientsandtheiremployees.Theirattitude

andatmosphereisopenandwelcoming,astheyhopetobuildgoodrelationshipsin

orderfortheirclienteletogrow.Theyareaclose-knitcommunitythatislocatedina

convenientlocationformanyoftheirlocalclients.

CurrentAdvertisingandPromotion

Rightnow,ColorWorkshasrefusedanyandalladvertising.Theonlysignage

theyuseistheonethatdenotestheirbuildinglocation.Currently,theyenjoyrelying

onwordofmouthandreferraltogainnewclients.ColorWorksalsodonatestolocal

charityeventsonoccasion,whichalsohelpsgettheirnameout.Theyalsohavea

websiteandaFacebookpage,buttypicallyinteractwithclientsoverthephoneor

facetoface.TheFacebookpageisquiteactive,oftenpostinghaircaretipsandhair

productpromotions.Theyhaveadecentfollowingwithjustlessthan1000page

likes,andgreatreviewsfromcustomers.Overall,thesalon’sbestmethodfor

advertisinghasbeenwordofmouth,andhasprovedsuccessfulamongstworking

professionals.

CompetitionforColorWorksHairCompanyincludesanysalonorbarber

locatedclosetocampusthatoffershighendandhighqualityhair,makeup,and

waxingservicesatlowerprices.

CampusSalon:

Attribute/Trait Summary

• Location

• Service

• Demographic

• Pricing

• Atmosphere

• Customer

Service

Location:CampusSalonislocatedrightonMissionStreet,evenclosertoCMU’scampusincomparison.Thisgivestheirbusinessgreatappealamongstcollegestudentswhomaynotallhavevehiclesandpreferlessdrivingtimefortheirbusyschedules.Service:Similarly,CampusSalonalsooffershairwashes,cuts,andcoloringsforbothmenandwomen.Theyalsoofferthesamewaxingservices.ThebiggestdifferenceisthatCSalsooffersmanicureandpedicureoptions.Demographic:Duetotheirlocation,CampusSalonaimstoreachthecollegestudentdemographic,butalsoservesmenandwomenofallages.PostsontheirFacebookpagealsoindicatetheyaremorelikelytoadvertisethattheydomen’shaircare,whereaswithColorWorks,althoughtheyservemen,it’snotwellpromotedPricing:CampusSalon’spricingforsomeservicesismorecompetitivethanothers.Forexample,theirwomen’shaircutison$18incomparisontoColorwork’s$30.However,servicessuchascoloringandhighlightingaresimilar,withbothbetween$65-70.Atmosphere:CampusSalonalsoemphasizesapersonalexperience,ifnotmoreso.Theyonlyserveoneguestatatime;theyfocusheavilyontheone-on-oneattentionwiththeirclients.SimilartoColorWorks,CampusSalonalsohasacozyandwelcomingenvironmentwithawaitingareaandsmallsalonspace.CustomerService:CampusSalontakescareoftheircustomersandprioritizestheoneononeservice,whichhelpsbuildrelationshipwiththeirclients.Thisallowstheirclientstobeveryloyal,andbuildingrelationshipsimprovescustomerservice.One-on-oneservicealsokeepscustomersfromfeelingoverlooked.

Salon312:

Attribute/Trait Summary

• Location

• Service

• Demographic

• Pricing

• Atmosphere

Location:Salon312’slocationisaprimarycompetitorbecauseit’slocatedveryclosetoColorWork’s;it’srightdownthestreet,alsoonBroomfieldStreet.JustlikeCampusSalon,Salon312islocatedrightoffcampus,withinwalkingdistanceformanystudents,whichisanadvantage.Service:Salon312offersmanyofthesameservicesincludinghaircuts,coloring,waxing,extensions,andstyling.UnlikeColorWork’stheyalsooffernailservices.Oneoftheirbiggestserviceadvantagesistheirtanningbed,whichissuretodrawinmanyyoungpeople.Demographic:Salon312keydemographiciscollegestudentsbecauseofcompetitivepricing,agreatcampuslocation,andtanningservices.Specifically,womenbetween18-25.ThismakesisaprimarycompetitorforColorWork’s,whichistryingtogainfemalesfromthesamedemographicgroup.TheirstudentspecialsanddiscountsbuildgoodrelationshipandtrustbetweenSalon312andtheiryoungerclientele.Pricing:Salon312’spricingismuchlowerandverycompetitive.Theirstudentdiscountsareroughlyhalfthepriceofwomen’scutsatColorWorks.ThecostofconditioningtreatmentsandstylingservicesarealsoonlyaportionofthecostatColorWorks.Atmosphere:TheatmosphereofSalon312hassomethingsincommonwithColorWorks.Bothhaveveryspaciousworkspaceswithopenwelcomeareas.Salon312hasaverycleanandhigh-endsalonfeelwithveryyoungandtrendydécor.

WaterWorksSalon,Spa,andAcademy:

Attribute/Trait Summary

• Service

• Demographic

• Pricing

• Atmosphere

• Customer

Service

Service:WaterWorksSalonoffersawidevarietyofservices,beyondwhatistypicalofasalon.Theyofferthetypicalcuts,coloring,andhairtreatments,buttheyalsogowaybeyondthat.WaterWorksalsooffersmassages,bodywaxing,facials,andnailservices.Thisallowstheirsalontostandoutasatotalspapackageaswell.Demographic:Basedontheservicestheyofferandthepricestheycharge,WaterWorksmostlikelyservesfemaleclientsbetween25-50,whoaremorelikelytohavesteadyincomesandutilizealltheservicestheyoffer.ThisisnotthenewdemographicthatColorWorksistryingtoreach,butitislikelysimilartotheircurrentclientele,meaningthatthey’restillaprimarycompetitorinthisaspect.Pricing:FortheservicesthatWaterWorksandColorWorksdohaveincommon,theirpricingisverysimilar.Incomparisontohaircarechains,theyarebothconsideredontheexpensiveside,chargingrelatively$30+forawomen’shaircut.Overall,WaterWorkspricestendtobe$5-10more,which,forthehighendproductstheyareoffering,isreallynotverymuchatall.WaterWork’spricesarealsomorelikelytobedifferentduetothevariouscombinationsofhaircareservicestheyoffer.Atmosphere:Similarly,WaterWorksalsodoestheirbesttomaintainastylish,trendy,youthful,andprofessionalenvironment.Althoughitisalsoacosmeticacademy,thesalonownercarefullychoosesthestylistsforthesalon,toensurethebestservice.ThisissimilartoColorWorksinhowthestaffandtheirclientsbuildrelationshipsandbecomeaverytightknitgroup.Theatmosphereinthebuildingisalsoveryopen,withasimilarcolorschemeandmoderndécor.CustomerService:Aslistedbefore,WaterWorksdoesitsbesttoprovidetheircustomerswithapersonalandprofessionalexperience.Theytoohaveareputationfor

highqualityandhighendcosmeticandspaservices.

HeadlinersSalon

• Service

• Demographic

• Atmosphere

Summary:HeadlinersSalonisconsideredasecondarycompetitorbasedontheirsimilaritiesofservices,demographics,andatmosphere.Headlinersalsooffersavarietyofsalonservices,butfocusesonhaircuts,colors,andstyling,verysimilartoColorWorks.Thedemographictheyreachcurrentlyisalsoverysimilarwithfemaleadultsages25-45.Headlinersalsofostersanatmospherethatfocusesonprofessionalhaircareandawelcomingenvironment.

SalonBlu

• Service

• Demographic

• Atmosphere

Summary:SalonBluisasalonlocateddowntownMountPleasantthatoffersaprofessionalsalonservices;someareuniqueandsomearesimilartoColorWorks.SalonBlualsooffercuts,styling,andcoloring.However,theyalsooffermakeup,manicuresandpedicures,facialtreatments,massages,andbodywaxing.SalonBluisabletooffermanymoreservices,givingthemacompetitiveedge.SalonBluealsosetsthemselvesapartbyemphasizingtheproductstheysell.Theysellavarietyofhighendbrandsandproducts,andmakethisinformationavailableontheirwebsite.Lastly,SalonBluissimilartoSalon312andWaterWorkswithit’srelaxingatmosphere,consistentstyleandbranding,andtrendyandprofessionallookandfeel.

Barber/StylingCentral

• Service

• Price

• Demographic

Summary:Barber/StylingCentralisabarbershopandsaloncombination.Theirservicesarefairlybasic,focusingonmostlyhaircuts,styles,andcolors.Althoughthebarbermostlyfocusesonmen’shaircare,theydoofferservicesforwomen,makingthemasecondarycompetitor.Intermsofprice,they’reverycompetitivepricing.Men’shaircutsatColorWorksarestartat$20,whereasatBarber/StylingCentral,they’reamere$11.Becauseofthecheaperprice,Barber/StylingCentralisalsopopularamongstcollegestudentsages18-25.Althoughtheirclienteleismostlymen,webelievetheyarestillconsideredasecondarycompetitorbecauseoftheageofthegroup.

CompetitorAdvertising

Asstatedbefore,ColorWorksHairCompanydoesn’tdoanyadvertising,

otherthanwordofmouth.However,otherlocalsalonshavechosentodo

differently.Forexample,butCampusSalonandSalonBlubothofferstudent

discountsandreferralrates,whichareamoreeffectivetypeofwordofmouth

advertising.Othercompetitorsuseadditionalsignagedowntown,aswellasa

billboardonMissionStreet.ColorWork’scompetitorsdoamoreefficientjobof

activelyadvertisingtonewclients,whereasColorWorksonlyfocusesonthe

clienteletheyalreadyhave.

Afterindepthresearchofourclient,theirbusinesspractices,andtheir

competitors,wehavecreatedanewadvertisingcampaignandstrategyforColor

WorksHairCompany.Thenewtargetaudiencewechoseisfemales,specifically

collegestudents,ages18-25.

AdvertisingObjective

Convince18-25yearoldcollegefemalesthatColorWorksHairCompany

offershigh-qualityhair-careservices,make-upapplication,andhair-careproducts

ataconvenientandtrustedlocationthatsavestimeandyoucanrelyon.

PositioningStatement

ColorWorksHairCompany;keepsyoulookingfineandsavesyoutime

BonusItems

- Thesalonatmosphereisfantastic;it’sspaciousandopenwhilebeingwelcomingandincrediblyprofessional.Thisincludesdécor,colorscheme,andfantasticcustomerservice(veryfriendly,offeringrefreshments,etc.)

- Ifitcanbeemphasized,thecloseknitcommunitybetweenthestylists,eachother,andthecustomersisabigplus

- Wewouldstronglyrecommendaddingsomesortofstudentdealwiththisadcampaign.Itwouldreallyhelpdrawthemin,sincetheyofferagreatproduct,itjustisn’tasaffordableassomeoftheircompetitors

- ThebiggestthingwetookawayfromouranalysiswasthattheproductsandservicesthatColorWorksoffersarequality,they’rejustincredibly

underexposed.Wefeelthebusinesswouldgreatlyimproveasawholesimplybyaddingmoresignageandworkingtogettheirnameoutinthecommunity,especiallyonthecloselylocatedcollegecampus.

Approach

Forappeals,wechoseeconomyontherationalsideandenlightenmentor

esteemontheemotionalside.Thechoiceforeconomywasbasedonthe

convenientlocation,savingouttargetaudiencedrivetime.Potentially,ifColor

Workscouldimplementastudentdiscount,whichwouldalsoappealtoeconomy

withthemoneysavedaswell.Fortheemotionalside,enlightenmentmayhelp

enticenewclienteletoinvestigateandtryabusinesstheydidn’tknowof.In

comparisontoColorWork’scompetitors,itisanewersalonthatisn’taswell

known,andenlightenmentwouldhelpappealtofindingoutmoreaboutanew

localbusiness.Esteemwouldmostlikelybeastrongerchoice.Afterall,esteemis

verycloselytiedtoproductsandservicesthathelpenhanceyourappearance.

WewanttheadtomakeanimpressionthatColorWorkskeepstheircustomers

happywithservicesthatmakesthemlookandfeelgreat.