Unit I INTRODUCTION Chapter I Background of the study
At present, making women and even men feel confident about themselves by looking good and clean is almost a must that lead to the emergence of different spas, salons and parlors offering variou variouss pamper pampering ing and groomi grooming ng servic services es to win over over custom customers ers.. The emerg emergence ence of this this trend trend promoted a tight competition among players in the beauty, grooming and pampering industry. However, customer loyalty still depends on how a spa, salon, or parlor would handle and attract its customers with the way it strategizes its marketing and promotions. A new player inching its way in the beauty, pampering and grooming industry is Kandid Nail a!ing "ashes #pa. $t opened on %ctober &'(), and is located in *apitol Hills, %ld +alara, uezon *ity. The owner, Kandy #antos #hin, ventured on this business upon seeing the opportunity that this type of service has a potential po tential especially within the vicinity of the business- current current location. At present, Kandid Nail a!ing "ashes is still on trial and error in coming up with the perfect marketing and promotional strategy to ma!imize its potential as a successful business. A maor challenged faced by the salon is the lack of awareness of the market regarding the e!istence of the spa. $t was due to this concern that the researchers decided to pen a study that will provide beneficial insights to help improve the marketing strategies of Kandid Nail a a!ing !ing "ashes. The researchers aim to determine the factors that hinder Kandid Nail a!ing "ashes from ma!imizing the full potential of the salon-s current marketing strategies.
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These factors will be determined by studying the current marketing strategies of Kandid Nail a!ing "ashes and analyzing what errors or inade/uacy there may be present in the company-s implementation of its marketing strategy. Also, this research aims to hopefully increase the clientele list of Kandid Nail a!ing a!ing "ashes. All aspects of marketing strategies used by the management was studied by the researchers in order to find the missing link in creating an improved marketing strategy for Kandid Nail a!ing "ashes. The researchers have observed that location is a key factor for Kandid Nail a!ing "ashes. $t is located around e!ecutive and high0end villages and condominiums like Ayala Hillside 1states, Ayala Heights, 2anors *elebrity 3lace, Alpha 4illage, #ofia +ellevue and another residential area to rise soon which is the "a 5ossa *ondominiums. Another key factor in the marketing strategies is that there is not much competition in the vicinity of *apitol Hills. This implies that customers would not hesitate to try the services of Kandid Nail a!ing "ashes. The only problem left is how the management would be able to retain customer loyalty or how they would make every customer get the satisfaction that they are e!pecting from Kandid Nail a!ing a!ing "ashes.
Chapter II Research Problems and Obecti!es "tatement of the Problem
Kandid Nail a!ing "ashes, after 6 months of operation, still has not achieved its monthly /uota. 1!penses including salaries consume more than what Kandid Nail a!ing "ashes can earn in a month. The problem is that Kandid Nail a!ing "ashes #alon has not captured enough market in order to meet its e!penses.
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$t is on this light that the researchers came up with the following research /uestions7 (. hat are the differ different ent marketing marketing strategies strategies used used by Kandid Nail Nail a! a!ing ing "ashes8 "ashes8 &. How does Kandid Kandid Nail a!i a!ing ng "ashes implemen implementt their 2arketi 2arketing ng strategies8 strategies8 9. hat hat are the the bene benefi fits ts of avai availi ling ng the the serv servic ices es of Kandi Kandid d Nail Nail a!i a!ing ng "ash "ashes es to the the customers8 Obecti!es of the study
The following are the obectives of the study7 (. To enumer enumerate ate the benefits benefits of availing availing the services services of Kandid Nail a! a!ing ing "ashes "ashes to the customers.
&. To determi determine ne the different different marketing marketing strategie strategiess used by Kandid Nail a!i a!ing ng "ashes. 9. To know the marketing marketing strategie strategiess implement implemented ed by Kandid Nail Nail a!i a!ing ng "ashes. "ashes. "cope and Delimitations
The study is about Kandid Nail a!ing "ashes- struggles in its marketing strategies and how the researchers aim to improve it. $t will be focused on the location of the business, services offered by the business, customer preferences and factors involving customer satisfaction including their criticisms and compliments on employee0related concerns. The study however does not include looking into the financial aspect of the business since it must be kept confidential to the owner own er and its employees. "ignificance of the "tudy
This study aims to improve the marketing strategies used by Kandid Nail a a!ing !ing "ashes #pa. 2oreover, this will give significant insights to the following7
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The O#ner$ This study is deemed significant especially to the owner of the spa because the aim of
this study is to analyze the current marketing strategies of the spa. Thus, at the end of this study, the researchers will identify and propose solutions to help improve its marketing strategies and the day0 to0day management of the spa. The %mployees$ This study can help the employees improve their /uality of service that they offer to future future spa guests. The improved improved marketing marketing strategies strategies hopefully hopefully would result result in additional source of income for the employees through tips of future spa guests. &spiring In!estors$ In!estors$ They will be given insights about the re/uirements, procedures and basic
knowledge regarding the business venture that they want to pursue. Other Researchers$ This will be a stepping stone for anyone who would be tasked to do a similar
research. Operational Definition of Terms Cust Custom omer er 'oya 'oyalt lty y Th Theo eory ry$$ It refer efers s to givi giving ng out out prom promos os,, bonu bonuse ses, s, and and
incentives to the customers to come back to Kandid Nail Waxing Lashes (anagement$ $t refers to the therapists, secretary, and assistant general manager. (arketing "trategies$ These refer to the processes or techni/ues used daily by Kandid Nail
a!ing a !ing "ashes to improve transactions and increase profitability. profitability. Operations$ This refers to the management activities and services given by the therapists to
the customers. Profitability$ $t is the ability of producing money and maintaining it. "er!ices$ This includes manicure, pedicure, nail art, nail cleaning, gel nails, body wa!ing, +razilian
wa!, paraffin a!, a!, body spa, eyelash e yelash e!tension, and eyelash perm.
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"(" brigade$ $t is the continuous sending of messages of the management of Kandid Nail
aa!ing "ashes to regular customers to remind them of their ne!t pampering, or promos and discounts available soon.
C)&PT%R III Re!ie# of Related 'iterature
This study deals with the enhancement of the marketing strategies used by Kandid Nail a!ing "ashes. ith the review and analysis of references and information relevant to the improvement of the marketing structure of the business, this chapter will provide sufficient information to the readers about the history of the services given by the salon in order to be fully informed of its background to have it as a guideline to innovate its strategies. $t is of utmost importance to be well0informed about the business itself to create better plans. A wide range of plans is a stepping stone for the achievement of goals. Related 'iterature
According to :eoffrey :. ;ones <&'('=, the treatment and maintenance of our body is now a source of profit in the market. hen services that cater the beauty needs of people emerge in the labor market, the employers will need aesthetic labor during the labor process. He focuses on the rise of the beauty industry and the use of cosmetics for people to reuvenate or maintain their youthful looks.
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Tanutco<&'()= suggests that nowadays, when you-re feeling uncomfortable with having body hair and you want to get rid of them, there are already several various methods that you can choose from. #ince hair removal is one of the most common and popular services offered in beauty spas and salons* there is already an array of choices that suit not ust every budget, but also each person-s tolerance for pain7 shaving, plucking, sugaring, wa!ing, and threading.
According to "ane <&'(>=, the use of reward cards, discount coupons, gift certificates and promos will help attract customers and have repeat business. There are other ways of enhancing loyalty of the customers such as the get0(0when0you0avail0& promo and giving free rides to those who availed certain amount of purchase. However, customers are after values such as the feelings of /uality and satisfaction other than price discounts and benefits given to loyal customers.
#ccording to $rian %rac& '2(1) * the most important marketing strateg& that a business can have is to o+er products and services of good ualit& %he ualit& of the o+erings -ill contribute a huge part on the success of a business because it is the ualit& that the customers are after It is the reason -h& the& purchase or avail products and services $rand is the holistic image of a product and service o+ering It does not include the ualit& of the product onl& but also the overall experience of the customers -ith &our o+erings %his establishes customer lo&alt& #nother -a& to earn the commitment of the customers is through building relationships -ith them .nce &ou earn the lo&alt& of the customers, the& -ill go back to &ou regardless of the price of &our products and services
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$n summary, hair removal has come a long way in this industry. +eing fully0aware of the industry that you?re in is very important in any business venture. Knowing its background and history is a great factor in analyzing and creating efficient and effective marketing strategies. Having sufficient information regarding the products and services that you are offering is another factor for the success of your business. Having a beautiful and if not flawless, at least a neat appearance to present to the world boosts the confidence of a person. #elf0esteem helps them become more motivated and productive. +ecause of this, many beauty salons and spas have emerged in the industry, tightening the competition between them.
4arious beauty salons have created and implemented
different marketing strategies that will emphasize their edge and will serve as a stepping stone for their fame and success. This study has revealed a few basic, yet very effective marketing strategies that will help a business achieve its goals which are increasing profitability and lengthening its e!istence such as knowing your target market, identifying and satisfying their needs, and taking care of them through the enhancement of the products and services you are offering. 2ost of all, creating a pleasant environment to work in by training your employees for when their performances are good, the clients will stay loyal. "oyalty means they will remain as your clients. $t is less costly and re/uires less effort to maintain relationships with current customers than to create a relationship with a new one.
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Chapter I+ ,rame#ork of the "tudy
These frameworks show the steps of managing the business in our research. These frameworks helped the researchers and would serve as a guide for readers to further understand the research. The framework also allowed the researchers to synchronize the goals of this study and determined how to effectively succeed in coming up with a proposal that could possibly improve the marketing strategies of Kandid Nails a!ing "ashes that could lead to additional profit and clientele for the business.
Inputs
1 4ustomer Lo&alt& %heor& 2 %o create marketing strategies to improve the business
3 %o provide better services to produce more customers
5rocess
1 iving incentives to the customers and having a good service of the business 2 %o implement marketing strategies applicable to Kandid nail -axing lashes 3 %raining the emplo&ees to become more competent at 0 their 6ob
.utputs 1 %he business -ill gain customer satisfaction and lo&alt& 2 Increasing protabilit& and good business status
3 ood service to the customer -ill make a positive impact
,igure -$- Theoretical ,rame#ork
The business should have a marketing strategy to improve its marketing capabilities. To have that, the business should create strategies to improve their market, gain batter sales, improve relationships, and have a good competition between rival businesses. To increase the /uality of service, the business should have trainings and seminars to their employee become productive to their work. They also should have better materials for the employee to perform their task well.
Marketing Strategy Improvement factors 1 %o improve the services
2 4ompan&8s 9tatus and :eputation
How to improve the Marketing Strategies
After making improvement
1 %raining programs for the emplo&ee of the business
1 %he emplo&ees -ill be more -ell; organi
2 Improve and maintaining the performance of the business
2 %he business -ill gained the customer satisfaction and the
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,igure -$. Conceptual ,rame#ork
The *onceptual @ramework focuses on the improvement of marketing strategies of the business. @irst, the business must focus on the services that they offer, and to further improve it, they should have training programs for their employees so that the employees will be more productive and efficient to the business. The second and the last factor to improve is about the status and reputation of the business. +y enhancing and maintaining its services, new and old customer will trust the business more. The business will also meet the satisfaction of the customer if the improvement happened.
=etermine the di+erent marketing strategies on hoto improve the services of the business
4onduct surve&s and intervie- to the management and customers to help in the improvement of the marketing strategies business
Implement the applicable changes and improvement according to the data that have been gathered to improve the >oof the business
,igure -$/ Operational ,rame#ork
The researchers are trying to improve the different marketing strategies of Kandid Nail a!ing "ashes to improve the flow of the business. To find the answer, the researchers conducted a survey to the customers and interviewed the management of Kandid Nail a!ing "ashes and. %nce
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the data has been gathered, the researchers would find what is lacking in the marketing strategies, which will be then improved for a more improved business flow.
Unit II Research (ethodology Chapter I Research Instrument
The researchers administered surveys, conducted an interview, and made an observation checklist to gather information and insights needed for the research. The survey consists of /uestions about customers- feedback on the /uality of service, affordability of services, location of the area, satisfaction of the customers on the service, customer relationship with the employees, and the trustworthiness of the customers to the therapist who will provide the services to them. The interview guide aims to know the benefits of availing the services of the salon, the different marketing strategies used, and how they implement them. The observation checklist is an assessment on how the staff treats the clients, the facilities used, the location of the salon, and their /uality of service. sing these techni/ues will make the data gathering less0complicated and less0time consuming while also being accurate at the same time. Research Design
This study is focused on how to improve the 2arketing strategies to further improve the services, marketing and promotions of a beauty spa located in *apitol Hills, %ld +alara, uezon *ity. To be able to gather sufficient facts for the study, the researchers used both /ualitative and /uantitative data about the study.
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"ampling Design
The survey was made for the customers of Kandid Nail a!ing "ashes in order to give the researchers an idea of what the strengths and weaknesses of Kandid Nail a!ing "ashes are, in the perspective of the customers. This would help the researchers determine what factors of improvement is most critical for the marketing implementations. Type of "tudy
The type of study that the researchers used is descriptive method using both /ualitative and /uantitative approaches. The researchers will conduct surveys and interviews through the aid of survey /uestionnaire, and interview guide as their research instruments. Time Dimension
This study was conducted during the 9rd trimester of &'(> at @1 Biliman under 3rof. 5ose Nonette *apadosa.
"ampling Techni0ue
The researchers gathered its data from the customers and Kandy #hin, the general manager of Kandid Nail a!ing "ashes. The data for this research was collected using a survey /uestionnaire and interview guide. The respondents were chosen randomly.
Data Collection Procedure
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@or the data collection, the researchers conducted a survey to customers of the Kandid Nail a!ing "ashes. Also, the researchers did an observation through the use of an observation checklist. The sample procedure includes the e!ecution of the data gathering period which was used to gather information. 3rocessing of data was done by tallying and then getting the percentage of the data gathered by the researchers. Table - Research Obecti!es* Data 1athering Procedure* Research Instruments* and Data &nalysis Tools Research
(ethodology
Obecti!es
(. To determine the
Research
Data &nalysis
Instruments
Tools
(. 3ersonal
(.$nterview
benefits of availing
$nterview to the
guide with the
the services of
owner
owner
Kandid Nail a!ing
(.$nterview guide
&. %bservation at
"ashes to the
Kandid Nail
customers.
a!ing "ashes
&.%bservation &.%bservation of
*hecklist
the operations of 9. #urvey
the business
/uestionnaires 9. #urvey for the /uestionnaires customers for the 9.#urvey customers uestionnaire
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&. To identify the
(.3ersonal
(.$nterview
different marketing
$nterview to the
guide with the
strategies used by
owner
owner
Kandid Nail a!ing
&.#urvey &. #urvey
&. #urvey
/uestionnaires for
/uestionnaire for
the customers
the customers
9. To know how
(.3ersonal
(.$nterview
Kandid Nail a!ing
$nterview to the
guide with the
lashes implements
owner or an
owner
their strategies to the
employee
"ashes
(.$nterview guide
uestionnaire
(.$nterview guide
customers &.%bservation of &.%bservation at
the operations of
Kandid Nail
the business
a!ing "ashes
Unit /2 @indings, *onclusions C 5ecommendations
Table &. #ummary of @indings, *onclusions and 5ecommendations
1!
&.%bservation *hecklist
5esearch %bective
hat are the benefits of availing the services of Kandid Nail a!ing "ashes to the customer8
Research (ethodology
$nterviewed the owner of Kanid Nail a!ing "ashes and conducted surveys to () respondents who availed the services of Kandid Nail a!ing "ashes
,indings
Kandid Nail a!ing "ashes provides /uality sevices that give the customers the following benefits7 (.
&.
9.
6.
).
Conclusion
Recommendation
(. Kandid Nail There researchers a!ing "ashes have made > provides recommendations /uality to the obective services that number ( They are maintain the are the following7 personal (. Kandid Nail The services hygiene of a!ing "ashes may of Kandid those who add more colors to Nail a!ing avail the "ashes are the already services essential to available nail polish because of the the personal for a wider services like hygiene of the customer options. body wa!ing, customer. manicure, The services &. They may offer pedicure. provided by &. Kandid Nail uni/ue nail polish Kandid Nail a!ing "ashes services to give the a!ing provides clients a whole new "ashes give /uality manicure and the customer services that pedicure e!perience a clean body. give thse that they won-t get Aside from feeling of a from other salons. the benefits clean body and mentioned clean nails above, 9. Kandid Nail because of smoothness of a!ing "ashes their manicure skin is also a must provide faster, and pedicure benefit when more efficient, and especially the you avail the lesser painful cleaning services wa!ing services. services. offered by 9. The clients Kandid Nail 6. As for the will have a a!ing smoother body eyelashes services, "ashes. they should use The services because of the lashes e!tension of Kandid wa!ing with highest /uality Nail a!ing services they provide. and durability. "ashes boost the self 9. The services confidence of of Kandid Nail ). To improve the the customers. a!ing "ashes overall well0being $t also such as the of the customers, eyelashes provides they must add more
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overall well0 being to those who avail the services.
hat are the different marketing strategies used by Kandid Nail a!ing "ashes8
$nterviewed the owner of Kanid Nail a!ing "ashes and observation *hecklist
Kandid Nail a!ing "ashes uses <>= si! different marketing strategies to promote the business. These are7 (. 3rinting out banners and posting it within the vicinity of the salon. &. They forward te!t brigade to the clients to make them aware of the new discounts and promos they can avail. 9. Kandid Nail
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treatment make benefits such as the clients feel distributing drinks confident with to the customers. themselves. 6. The services of Kandid Nail a!ing "ashes also contribute to the personality of the client. ). "astly, the services offered to the customers by Kandid Nail a!ing "ashes makes the clients not only beautiful in their outside appearance but also in the inside. Kandid Nail The researchers a!ing "ashes have made <>= are using recommendations various to Kandid Nail effective and a!ing "ashes7 efficient (. They should put marketing banners beyond the strategies. vicinity of the However7 salon. (. The banners &. The secretary of are not well Kandid Nail distributed. a!ing "ashes &. The te!t must update the brigade is only clients thru te!t twice a week, brigade 60) times a that-s why the week. receivers 9. They should seldom notice update their it. @acebook page, 9. They do not Twitter, and post and share $nstagram account
a!ing "ashes use social media to further promote their business to the possible clients online. 6. Kandid Nail a!ing "ashes give out promos and discounts. ). They also give discount for birthday celebrants. >. Kandid Nail a!ing "ashes cater a wide range of target market
How does Kandid Nail a!ing "ashes implement their marketing strategies8
$nterviewed the owner of Kanid Nail a!ing "ashes and observation *hecklist
Kandid Nail a!ing "ashes implement their marketing strategies through7 (. Bistribution of flyers. &.se of banners 9.*onstant #2# update 6.+eing active on
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their updates every day. constantly. 6. They should 6. The promos offer promos and and discounts discounts to new are only given customers, too. to the regular 1specially the first customers. timers. 2ake and ). They do not give out loyalty get the cards to new birthday customers in order information of to assure that they the client. would repeat They wouldn-t business. This be able to give loyalty card gives them the customers a chance discount if to get a free service they do not of their most know their fre/uent service on birthdays. their tenth visit. >. They ). They should services are print out forms for more focused the clients to fill up on their female and that will serve customers. as their information :iving the two database. other target >. They should also market less create new services attention. for the male and children customers. #uch as giving free candies to children after each service and giving a free body massage to male clients. Kandid Nail (. $mprove the a!ing "ashes flyers and give it uses out more promotions, consistently to social media, possible clients. and customer The flyers should relationship to be distributed and implement placed on the their strategies. windshields of (. Their parked cars within distribution of the vicinity of
social media flyers is ).2aintaining ineffective customer relationship because they only distribute only the area besides the location of the business and only few people discovered the business. &. $t is not very useful because only few people can see it. 9. #ending updates through sms brigades are not as often as it should be so customers rarely notice them. 6. They only update once a month that-s why people are not fully informed about the updates of the business. ). The employees don-t have proper knowledge when it comes to maintaining customer relationships.
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Kandid Nail a!ing "ashes. &. 3rint out banners and stickers to be given to tricycle drivers and other 34 drivers in e!change of a little token, the banners and stickers could be then placed at the back of tricycles or inside the 34-s 9. They must download 3racto, an online application that automatically sends an update to the clients besides sending sms brigade 60) times a week. 6. $mprove social media e!posure by offering two famous social media celebrities 3+A star Boug Kramer, and celebrity *heska Kramer, who happened to be ac/uainted with owner-s son, spa services in e!change of social media e!posure for Kandid Nail a!ing "ashes. Ne!t is they should give 3hp )' off as a discount to
customers who have liked and rated the @acebook page andDor followed the $nstagram page. The third one is to give ('E off to customers who would share their e!periences or pictures of their pampered nails, wa!ing, or lashes on social media either on @acebook or $nstagram after their service has been done. ). The management should be keen in reminding their customers of the do-s and don-ts after availing their services especially for wa!ing and lashes services. %r better, print copies of a customer0 friendly guide of the do-s and don-ts to be given to customers after availing the services.
Chapter -
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,indings* &nalysis* Conclusions and Recommendations
,indings
The data gathering consists of ratings to be answered by customers from 1!cellent, :ood, Average, and 3oor. The factors were the /uality of service, satisfaction, area, relationship with the employee, and trustworthiness of the service given b y the employees. The /uality of service got a 6FE rating as Ge!cellent and got )9E as Ggood and a 'E for both Gaverage and Gpoor. @or the customer satisfaction, the data gathered was IFE for Ge!cellent, (9E for Ggood and another 'E for Gaverage and Gpoor. @or the location of Kandid Nail a!ing "ashes, IFE rated it as Ge!cellent while (9E said that it was Ggood. No customer rated the location as Gaverage or Gpoor. @or the data gathered in the customer relationship with the employee, another IFE rated Ge!cellent while (9E said it was Ggood. Again, no customer felt that they had an Gaverage or Gpoor relationship with their therapists. @or the trustworthiness of the customer with how the therapists would handle them with care, J9E said that it was Ge!cellent while FE said that it was good. This time again, no customer rated their rating as Gaverage or Gpoor. @or the last data gathered in the surveying, the affordability of the services were asked. 6'E said that it was e!cellent, 99E said that it was good, while &FE said that it was average. No customer rated the affordability rating as Gpoor. %n the /uestion, Ghat are the benefits to you of availing the service from the salon8, Three respondents answered that it makes them confident about themselves, one answered that pampering her nails is a hobby which makes her happy, two answered that they like the smooth feeling of their skin after wa!ing treatment, one answered that her eye lashes e!tensions make her feel more presentable to the people she meets. nfortunately, eight respondents left the portion blank.
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%n the recommendations section, three respondents re/uested to have a free wi0fi, two re/uested to provide hot and cold water in the rest room, one re/uested to have television cable, one respondent re/uested to have movies installed on a hard drive for the customers to choose from, and eight respondents left the section blank. %n the interview part, the research /uestions have all been answered by the owner and general manager 2rs. Kandy #hin. @or the first /uestion Ghat are the benefits of availing the services of Kandid Nail a!ing "ashes8 2rs. #hin mentioned the benefits of availing their different services. @or the nails services, good personal hygiene, neatness, and that it is a fashion statement. @or wa!ing services, she mentioned that smoothness and cleanliness of the skin is one, confidence is another, and comfort is also another one. @or "ashes services, she said that having beautiful eyes make women more attractive, and that it helps boost their confidence. @or the second /uestion, Ghat are the 2arketing strategies used by Kandid Nail a!ing "ashes8 #he simply enumerated distribution of flyers, social media, te!t brigade and promos. @or the last /uestion GHow does Kandid Nail a!ing "ashes implement their 2arketing strategies8 #he answered by elaborating their strategies and enumerating how they would improve on it. @or the distribution of flyers, she said that they must give out flyers consistently. @or social media, she mentioned that their @acebook page must always be updated with promos, new designs, and stories. @or the te!t brigade and promos, every regular client must be te!ted weekly to remind them of the services that they might want to avail soon especially if there are promos and discounts available, they give discounts to birthday celebrants either 9 days before or 9 days after the customer-s birthday. The customer must only show a valid $B with their birthdate to show proof.
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The researchers have observed the operations of Kandid Nail a!ing "ashes and based on the observation checklist, they found out that the /uality of service is e!cellent. %ne of the reasons why is that the employees have already been at the field of nails, wa!ing, and lashes services for years. Another reason is because the consumables they use are only of the highest /uality. The availability of services were also e!cellent since all of the items used in the services are new and in stock. They are also perceived as credible because they are transparent in their transactions and pricing. The location of Kandid Nail a!ing "ashes is convenient to its customers because it is along the road, and has sufficient secured parking spaces for their clients. They also have a huge banner in front of their spa that makes it easier to notice. The location is within the neighborhood close to the customers? home. #ince Kandid Nail a!ing "ashes has ust been opened a few months ago, the facilities are new and clean which ensures /uality and safety. Their promotion strategies are proven effective and efficient because it attracts clients and they are able to retain them. $n ust a few months, they have already had repeat customers and customer loyalty because of their promos and incentives. Their prices are reasonable since the /uality of their services and materials used are of e!cellent /uality. Kandid Nail a!ing "ashes however, have not yet reached its /uota and so they only accept payments on a cash basis.
The target market of Kandid Nail a!ing "ashes is a wide range of women, men, and even children who are (' years old and below. Nevertheless, most of their regular clients are women especially teenagers and working moms. Conclusion $n conclusion, the various benefits of availing Kandid Nail a!ing "ashesservices are maintained good personal hygiene, cleanliness of body and nails, smoothness of skin, boosted self0confidence and presentable appearance of the customer. $t is both
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fashionable and sanitary to have beautiful and clean nails, body, and eye lashes. These benefits are the main reasons why most of their clients have repeat business. The different marketing strategies used by Kandid Nail a!ing "ashes are effective and efficient. These include sending out flyers regularly, especially to the condominiums and e!ecutive villages around the area, the use of tarpaulins and banners, #2# brigade to the regular clients for updating them with their ne!t possible services and the spa-s current promos, updates on social media, and giving promos and discount to cater a wider range of target market. Kandid Nail a!ing "ashes implements their marketing strategies through distribution of flyers within the vicinity of the branch. They are active on social networking sites where they post and share pictures of highly satisfied clients. Through #2#, they constantly update their regular customers and they provide great value to clients.
Recommendations
To improve the benefits of availing the services offered by Kandid Nail a!ing "ashes, they must e!ceed customer e!pectations. These include adding more colors to the already available nail polish for a wider customer options, uni/ue nail polish services, faster, more efficient, and lesser painful wa!ing services, and also the use of lashes e!tension with highest /uality and durability. The researchers also suggest that the management and employees must be keen in reminding their customers of their do-s and don-ts after availing their services especially for wa!ing and lashes services. %r better, print copies of a customer0 friendly guide of the do-s and don-ts to be given to customers after availing the services.
23
ith the current 2arketing strategies used by Kandid Nail a!ing "ashes, new marketing strategies to be used by the spa is advisable. The researchers advise that the management must find more 2arketing strategies and also improve their current ones. These include the recommendations of making and giving out a loyalty card to new customers in order to assure that they would repeat business. This loyalty card gives customers a chance to get a free service of their most fre/uent service on their tenth visit. Another strategy that the researchers advised is by rewarding their top ) customers of the month by giving them gift certificates worth 3hp )'' each, and taking pictures while being pampered to be posted on one side of the wall to be seen by other customers.
@or the implementation of the 2arketing strategies of Kandid Nail a!ing "ashes, the researchers suggest to improve their implementation. These includes improving the flyers and giving it out more consistently to possible clients. The researchers also recommend that the flyers should be distributed and placed on the windshields of parked cars within the vicinity of Kandid Nail a!ing "ashes. Another recommendation is for Kandid Nail a!ing "ashes to print out banners and stickers to be given to tricycle drivers and other 34 drivers in e!change of a little token, which could be placed at the back of the tricycles. @or social media, the researchers think that Kandid Nail a!ing "ashes should have more social media e!posure since their number of followers are only limited to their customers, relatives, and friends. #uggestions are that the management could offer two famous social media celebrities 3+A star Boug Kramer, and celebrity *heska Kramer, who happened to be ac/uainted with owner-s son, spa services in e!change of social media e!posure for Kandid Nail a!ing "ashes. Another suggestion is to :ive 3hp )' off as a discount to customers who have liked and rated the @acebook page andDor followed the $nstagram page. :ive ('E off to customers who would share their e!periences or pictures of their pampered nails, wa!ing, or lashes on social media
2!
either on @acebook or $nstagram after their service has been done. @or #2# brigade, the employees must message their clients as often as twice a week to invite them to avail their ne!t services soon.
&ppendi3 &$ "ur!ey 4uestionnaire
"ur!ey 4uestionnaire for Customers 5andid Nail 6a3ing 'ashes
$n this part, the researchers want to find better ways on how to improve the marketing strategies of the business. 3lease rate each category most applicable to you from the lowest as 3oor, and the highest as 1!cellent. Categories
Poor -
&!erage .
1ood /
%3cellent 7
uality of #ervice Affordability Area #atisfaction 5elationship with the employee Trustworthiness
(. hat are the benefits to you of availing the service from the spa8
Recommendations2 88888888888888888888888888888888888888888888888888888888888888
2"
&ppendi3 B$ Inter!ie# 1uide Inter!ie# 4uestions for the O#ner
2)
"tudy on the Impro!ement of (arketing "trategies Used by 5andid Nail 6a3ing 'ashes
Name7 3osition7 Time #tarted7 Time 1nded7 Bate7 $nterviewer7 $nterview #chedule :ood morningDafternoon, we are students from @10@15N *ollege. 2y classmates and $ are interviewing regarding the improvement of marketing strategies used by Kandid Nail a!ing "ashes. e would really appreciate your participation. This interview is good for (' minutes only. Any information you will provide us shall be held with utmost confidentiality.
1 hat are the benefits of availing the services of Kandid Nail a!ing "ashes to the customers8
2 hat are the different marketing strategies used by Kandid Nail a!ing "ashes8
3 How does Kandid Nail a!ing "ashes implement their 2arketing strategies8 &PP%NDI9 C OB"%R+&TION C)%C5'I"T 5andid Nail 6a3ing 'ashes -$ Operations a$ 4uality of "er!ice b$ &!ailability of "er!ices c$ Trust#orthiness
888888888888888888888888 888888888888888888888888 888888888888888888888888
2/
d$ Others
888888888888888888888888
.$ &rea a$ Con!enience b$ 'ocation c$ ,acilities
888888888888888888888888 888888888888888888888888 888888888888888888888888
/$ Promotion a$ &d!ertising b$ Promotional Offerings c$ Incenti!es
888888888888888888888888 888888888888888888888888 888888888888888888888888 888888888888888888888888
7$ Price a$ &ffordability b$ (onetary +alue c$ (ode of Payments
888888888888888888888888 888888888888888888888888 888888888888888888888888
:$ People a$ Target market
888888888888888888888888
;$ Other Obser!ations2 8888888888888888888888888888888888888888888888888888888888888888888888888888 88888888888888888888888888888888888888888888888888888888888888888888
&ppendi3 D$ Proect (anagement
:ein ?illar& 4arrascal ':esearch Leader*
:&ann 5ulvera '#sst Leader* 20
:en< #lvare<
=ar-in Atang
@oshua Kl&de 9antos
':esearcher*
':esearcher*
':esearcher*
&ppendi3 %$ Proect Budget Plan
This study aims to conduct a research regarding on the improvement of marketing strategies used by Kandin Nail a!ing "ashes.. $t aims to conduct a study without the problem of spending too much.The researchers ensure that practicality and thinks that research can be done at minimal cost. 3rovided below are the breakdown of costs7
2aterials C %ther %perating 1!penses <2%B1=7 Transportation @ee
3 )''
3rinting @ee
3 (,)''
@ood 1!pense
3 6''
$nternet @ee
3 )''
#upplies 1!pense 3 ()'
27
Total
3 9, ')'
3(
&ppendi3
Title
,$
of
"C)%DU'%<6OR5
5esearch
PRO1R&(
3roect7
in
1antt
Chart
6OR5 PRO1R&( =/ rd term* "> .?-:@.?-;A
&ppendi3 1$ Chart &rea
31
Quality of Service
Axcellent
ood
!/B
"3B
@igure ( shows that )9E of the respondents say that the /uality of Kandid Nail a!ing "ashes service is e!cellent, while 6FE of respondents say that the /uality Kandid Nail a!ing "ashes service is good.
Aordability
2/B !(B
33B
Axcellent
ood
#verage
@igure & shows that 6'E of the respondents says that they find the services rendered by Kandid Nail a!ing "ashes e!cellent, 99E of respondents finds it good, while the &FE of the respondents finds it average.
32
Location
33B Axcellent
ood
)/B
@igure 9 shows that >FE of the respondents find it e!cellent, when it comes to the location of the Kandid Nail a!ing "ashes, while 99E says finds it good.
Satisfaction
13B
0/B
Axcellent
33
ood
@igure 6 shows that IFE of the respondents are satisfied with the service offered by Kandid Nail a!ing "ashes is e!cellent, while (9E of them finds it good
elationship with the employee
13B
0/B
Axcellent
ood
@igure ) shows that IFE says they have an e!cellent relationship with the employee, while (9E finds it good.
3!
!rusworthiness /B
73B
Axcellent
ood
@igure > shows that J9E of respondents finds it e!cellent when it comes to their trustworthiness, while FE of them finds it good. &ppendi3 )$ Inter!ie# Result
Name7 Kandy #hin 3osition7 %wnerD2anager Time #tarted7 &(7'( Time 1nded7 &(7(> Bate7 2arch (6 $nterviewers7 ;oshua Klyde #antos, Barwin 1tang, 5enz Alvarez Timer7 5yann 3ulvera #ecretary7 5ein Hillary *arrascal $nterview
3"
ithout further a due, here are the /uestions7 The first /uestion is, what are the different marketing strategies used by Kandid Nail a!ing "ashes8
(rs$ "hin7 ell, we are using different marketing strategies. @or e!ample, we are
distributing flyers to people. e use tarpaulin and post it outside the salon. e communicate to clients thru @acebook, $nstagram, and te!t brigade. 3romos such as discounts for students, senior citizens, and special occasions are available. Another discount is given to those who bring a friend. e also offer event packagesM group packages for families and free services for birthday celebrants who must bring any valid proof of their birthday. hen it comes to the services, we cater a wide range of target market which includes services for children who are (' years old and below. (r$ %tang7 Thank you 2a-am #hinL "et us now proceed to the ne!t /uestion. hat are
the benefits of availing the services of Kandid Nail a!ing "ashes to the customers8 (rs$ "hin7 There are lots of benefits when you avail the services of our salon. Aside from feeling confident, availing our nail services helps in maintaining good personal hygiene, neatness, and it is fashionable to have beautiful nails. %ur wa!ing services also help in maintaining good personal hygiene. $t helps us feel smooth and clean. "astly, availing our services for lashes helps you have pretty eyes and gain more confidence. This also saves time instead of putting on make0up. (r$ &l!are7 Thanks 2s. KandyL Now here is the last /uestion. How does Kandid Nail a!ing "ashes implement their 2arketing strategies8 (rs$ "hin7 e continue sending flyers, communicating with the clients and updating them thru #2#, and being active on social media like @acebook and $nstagram. e add
3)
value to our services by treating the clients with so much care and we never fail to greet them on their birthdays and other special occasions. $, as the manager, make sure that my staffs are very accommodating and that we give the clients an ambience of rela!ation and comfort. 2ost of all, we give them an e!perience that not ust satisfies their needs but is beyond their e!pectations. (r$ "antos2 That would be all 2a-am Kandy. Thank you for giving us the time and cooperation. The information that you have given us will help us a lot in our study. :odspeedL (rs$ "hin2 ou-re welcomeL :ood luck with your thesis.
3/
Bibliography
;ones, :. <&'('=. Beauty Imagined. 5etrieved on ;anuary 9', &'(), from %!ford niversity 3ress7 https7DDglobal.oup.comDacademicDproductDbeauty0imagined
Tanutco,
".
<&'()=. A Brief
History of
Hair
Removal.5etrieved
on @ebruary 9,
&'(>,from Healthy #kin 2agazine, page (J0&&.
"ane, T. <&'(>=.Small Business.5etrieved on 2arch (', &'(>, from *hron7 http7DDsmallbusiness.chron.comDcustomer0loyalty0theory0F('6'.html
$mprove our 2arketing #trategy, $ncrease our #ales.<&'(>, 2arch (= 5etrieved on ;anuary 9', &'() from7 http7DDwww.briantracy.comDblogDsales0successDimprove0your0marketing0strategy0increase0 your0salesD
30
Ren &$ &l!are
2obile Number7 O>9J&>0JI(06&&9 10mail Address7 alvarezrenz(&Pyahoo.com.ph
OB%CTI+%"
To work with e!cellence and intelligence in all things to be able to do my task or assignment in order to serve the company.
To work with my best and my e!tra ability using my own knowledge and skills. Bo all the ob that given to me and faced the problem that $ have in any situation.
%DUC&TION&' B&C51ROUND
&'(60&'() @ar 1astern niversity <@15N B$"$2AN= Biliman, uezon *ity +achelor of #cience and +usiness Administration 2aor in 2arketing &'('0&'(6 Br. *risigono Nasugbu, +atangas
+.
1rmita
2emorial
National
High
#chool
&''(0&'(' awa, Nasugbu, +atangas
1lementary
"5I''"
37
#chool
Awareness of training and the techni/ues concerned in learning and instruction. Ability to speak and understand the 1nglish language. Aptitude to provide control matters and keeps legal record. ;udgement skills.
"eadership skills Able to work in a team. *omputer or data entry e!pertise.
%9TR&CURRICU'&R %N1&1%(%NT2
&'(&0&'(6
#gt PArms
#upreme #tudent *ouncil %fficer
&'((0&'(6
3layer
+asketball 4arsity
&'(90&'(6
*ontestant
3oem riting
&''60&'('
3layer
awa 1lementary +asketball
P%R"ON&' D%T&I'"2
Name7 5enz A. Alvarez Address7 Avon #t. North @airview, uezon *ity *ivil #tatus7 #ingle Bate of +irth7 %ctober &(, (JJF 3lace of +irth7 Nasugbu, +atangas
!(
R%IN )I''&R> C&RR&"C&' I T; Town Homes, $sidora Hills Holy #pirit, uezon *ity (('& 2obile No.7 'J(FJ'I>(>(D'J&I6669'9 1mail Address7 reincarrascalPgmail.com
%DUC&TION&' &TT&IN(%NT2 #iuton 1lementary #chool 2agallanes National High #chool @ar 1astern niversityQBiliman +#+A 2arketing 2anagement
&''60&'(' &'('0&'(6 &'(6 to present
"5I''" &ND CO(P%T%NCI%"2 • • • • • • •
:ood 2oral *haracter *omputer "iterate @le!ible and can work under minimum supervision #trong leadership abilities 1ager to learn and grow 4erbal C ritten #kills $nterpersonal #kill
P%R"ON&' D&T&2
Age Bate of +irth :ender Nationality 5eligion "anguage 3roficiency
(F Becember 9, (JJF @emale @ilipino 5oman *atholic @ilipino and 1nglish
!1
Dar#in ($ %tang
*ity Add7 +lk.6 "ot ) Agoncillo #t., #ta."ucia,Novaliches,uezon *ity 2obile7 O>9JJJ>J(F&&F 1mail 7darzkieetangzkiePyahoo.com
%+;1*T$41 7 •
To secure a cooperative education in the field of +usiness Administration 2aor in 2arketing 2anagement that will challenge and strengthen my education and professional skills.
#K$""# 7 •
• • •
:ood knowledge of computer skills such as 2# ord, 2# 1!cel , 2# access , power point #trong analysis in solving problems and making solutions $ always want to work with the team :ood verbal and personal communication skills
1B*AT$%NA" +A*K:5%NB 7 Tertiary 7 @1 Biliman on going
&'(6 Q
#ampaguita Ave uezon *ity, 2etro 2anila,
#econdary 7#ta, "ucia High #chool ;.3. 5izal #t., #ta."ucia, Novaliches , uezon *ity
&'(' Q
&'(6
1lementary 7 #an :abriel 1lementary #chool A +onifacio #t., #ta. "ucia , Novaliches , uezon *ity &'('
!2
&''6 0
Name
5yann *hristian A. 3ulvera
&ddress
&) Tur/uoise st. Northview ( @ilinvest & batasan hill s /uezon city
Telephone number
J)(0F&0IJ
%@mail
5yannpulvera''FPgmail.com
%ducation
B$"$2AN 3513A5AT%5 #*H%%" <&''&0&'(&= 2AT15 *A521"$ #*H%%" %@ N%4A"$*H1# <&'(&0&'(6= @A5 1A#T15N N$415#$T @15N0*%""1:1 <&'(60351#1NT=
%3periences
+oy scout and senior scout 2ost kind scout
'anguage &bility
,luent in %nglish and ,ilipino* kno#s a little bit of spanish
Other skills
Computer program
0 ;A4A script 0 2icrosoft e!cel, word, and powerpoint
Community
4uadrants
0 Non profit organization
&#ards
Personal
"ports
0 Taekwondo, wall climbing, basketball, futsal, frisbee
oshua 5lyde "antos
!3
nit 6'I Barling Heights *ondominum, The 2anors, *elebrity Homes, *apitol Hills, +rgy. %ld +alara, uezon *ity
2obile no.7 'J')0&)J0J(9F 10mail address7 oshuaklydesantosPyahoo.com
Career Obecti!e
To share and facilitate the knowledge and skills that $ have ac/uired in my e!periences in order to provide leadership, productivity, and success in a field that $ would be most fit to w ork with %ducational &ttainment
@ar 1astern niversity, Biliman
+#+A 2arketing 2anagement
A
+# 1ntrepreneurial 2anagement
A
&'(60&'(>
niversity of Asia and the 3acific &'(90&'(6
*olegio de #an "orenzo
# &'((0&'(9
niversity of +aguio #cience high school
# &''J0&'((
niversity of +aguio laboratory elementary school
# &''90&''J
Organiations and positions held
3hilippine ;unior 2arkating Association, member
&'()
3hilippine National 5ed *ross, member
&'(9
+oyscout of the 3hilippines, %utdoorsman
&'(&
3hilippine A/uatics #wimming Association
&''J
6ork< Professional e3periences
@irst $nsurance services *orporation
&'(6
@reelance vehicle comprehensive insurance sales agent
!!
%cto 3ower Tools $nc.
&'(9
Assisted in sales delivery and in answering customer in/uiries and purchase orders in the sales department &#ards< &chie!ements
National broadcast 3T46 G$skoolmates debate participant
#eptember
&'()
":4 hoops games &'() summer basketball league champions
;une
&'()
5ed *ross Grun for a cause participant and ('km finisher +oy scout of the 3hilippines, %utdoorsman 5ank awardee &nd place, 1nglish week school debate competition
&'((
GBebater of the year awardee 1nglish week school competition Athlete of the year <#wimming=
&''J
"kills
@ilipino, 1nglish, driving, computer literate <2# office=, formal debating, first aid, swimming, social media blogging Personal Information
+irth date7 ;uly (>, (JJ> 5eligion7 5oman *atholic *ivil status7 single
!"
