An Exempler Response for Unit 2 Marketing Campaign, with the case study Shine Beauty provided by BTEC. This document entails a comprehensive analysis of the marketing strategies employed by the company. The paper begins with a rationale, aims and objectives, target audience, and analysis of the r...
Shine Beauty was founded by Dr Sarah Shine, a qualified doctor and expert in cosmetic
treatments. Shine Beauty is a beauty Salon operating in four different locations in the town
centres of Cheshire. Each Salon over a wide variety of products, from traditional treatments
like facials, manicures, pedicures, waxing and tanning to more innovative and new
treatments such as CoolSculpting and Cryotherapy.
The company have highly trained staff however are facing issues with other local
competition from other beauty salons and needs a focus on developing their reputation.
Competition from other competitors also includes health and fitness clubs, national chains
such as David Lloyd and Virgin Active as well as more local Salons operating in the same
locality as Shine Beauty.
Sarah aims to increase sales of each salon by increase reach to a wider audience of potential
customers in the hope they increase their spend per visit.
A significant opportunity for Shine Beauty to run special salon events where customers can
try a range of treatments at discounted prices will encourage demand for more innovative
and new treatments.
Option 2. Run special salon events where customers can try a range of treatments at
discounted prices to encourage demand for more innovative and new treatments.
1. Increase the average customer spend per visit by 15% for salon event attendees
from £35 up to £40 as measured by their spend over the next three months
By the end of the six-month campaign. Supports aim of growing sales in total and
increasing average spend per customer visit since these new treatments have a
higher selling price and are currently not bought by many of Shine’s customers
despite the salons being able to deliver them.
Shine will educate customers on treatment benefits through in-salon consultations.
Will also offer discounted first session trial prices to get customers hooked on
results. Customer details will be captured to follow up with personalised content and
offers.
2. Attract 200 new customers through 4 salon events (1 per salon) within first 2 months
of campaign launch)
The events should be held in the first two months of the campaign (1 per salon) to
maximize the revenue potential for the remainder of the 6-month campaign
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