GBMT 4001: Lu Hairdresser's Marketing Strategy Case Study

Component 1: Marketing Fundamentals for Lu Hairdresser's Success

Introduction to the business

Lu Hairdresser is an innovative business that aims to highlight and celebrate the beauty of Afro-natural hair. By offering specialised services that address their particular hair requirements, the company is focused on fostering self-acceptance and trust among Afro ladies. Lu Hairdresser, which is located in a tiny area close to the LCCA campus, specialises in caring for and styling natural hair, utilising only natural materials. The goal is to give African-American women the confidence and self-esteem they deserve by encouraging them to appreciate the true beauty and originality of their hair as it is. The creative strategy seeks to upend conventional notions of beauty and have a beneficial effect on the LCCA population and the surrounding area.

Role of marketing and marketing orientations

The achievement and influence of Lu Hairdresser's company are significantly shaped by marketing and related orientations. Marketing encompasses a comprehensive strategy for comprehending, producing and providing worth to a target market rather than just sales of goods or services (Jane, 2019). Due to its emphasis on organic hair care for Afro ladies, Lu Hairdresser needs to have a marketing strategy that takes into account the distinct traits and tastes of this particular market. Lu Hairdresser ought to embrace societal marketing, giving the requirements of society and customers equal weight. The growing need for sustainability is in line with the emphasis on eco-friendly practices, including utilising organic materials. By presenting Lu Hairdresser as a socially conscious company, it appeals to the intended market and builds the company's good reputation in the LCCA group and the surrounding area.

Lu Hairdresser has to take a market-oriented approach, using market analysis to comprehend the demands of Afro-feminine consumers and business trends. This guarantees individualised services in line with the dynamics of the market. By using relationship marketing, the company ought to concentrate on increasing customer loyalty through initiatives and tailored messaging. This cultivates long-lasting relationships, which are essential for achievement in the service-based Afro hair care sector (Pratono, 2019). Lu Hairdresser can develop a thorough marketing strategy that not only successfully advertises its offerings but also complies with the norms and principles of the Afro population at LCCA and the surrounding area through the use of societal advertising, market orientation, and relationship-marketing techniques. In addition to increasing client happiness, this strategy positions Lu Hairdresser as a consumer-focused and socially responsible business in the market.

SOSTAC MODEL

Lu Hairdresser uses the SOSTAC model as a guide to develop a creative and successful marketing strategy tailored to the unique requirements of the LCCA group and the surrounding area.

• Situation: Lu Hairdresser evaluates Afro society's unique hair care requirements inthe market and competitive landscape during the first stage of the SOSTAC model. The company's positioning as well as services it provides is informed by its comprehension of cultural interests.
• Objectives: The marketing initiatives need to be directed by well-defined, quantifiable goals (SOSTAC Marketing Model, 2023). The goals of Lu Hairdresser might be to establish a for itself in the LCCA society draw in a specific segment of the market it is targeting, and establish itself as the leading source of organic Afro hair care.
• Strategy: A marketing plan is created according to the analysis as well as the goals. Lu Hairdresser believes that focusing on the utilisation of organic goods and taking a societal marketing approach is in line with the principles of both its target demographic and the larger community. Making the most of the limited area allotted, the tactic can entail designing a warm and attractive space that symbolises the company's dedication towards the beauty of nature.
• Tactics: The precise steps used to carry out the plan are known as tactics. This might entail Lu Hairdresser putting out social media initiatives to reach the LCCA community (Irwanto, 2021). It will provide exclusive discounts to the initial set of clients and work with regional influencers to spread the word about the company.
• Action: The goal of this step is to put the plan's strategies into action. Lu Hairdresser must make certain that the physical area is changed into a welcoming and cozyenvironment that is consistent with the identity of the company. If selected, the digital advertising officer ought to be capable of overseeing online campaigns, interacting with viewers, and obtaining input.
• Control: A marketing plan's tracking and oversight mechanisms are critical to assessing its effectiveness. KPIs that Lu Hairdresser must track include customer traffic, social media activity, and revenue expansion to evaluate the efficacy of its tactics and make necessary modifications. By evaluating performance in against to the benchmarks actions for performance control & enhancement will be undertaken.

Marketing Mix (7P's)

Lu Hairdresser's approach to meeting the organic hair care requirements of Afro-women is based on the 7Ps mix of marketing.

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• Product: The primary offering of Lu Hairdresser is the expert styling and maintenance of organic Afro hair. The focus will be on employing organic materials in line with the increasing demand from consumers for choices that are healthy and environmentally friendly. Extra amenities like consultations, personalised styling and informative workshops on organic hair products can be incorporated to improve the overall client encounter.
• Price: Pricing strategy is important, particularly in a market in which value and reliability are important considerations. Lu Hairdresser may choose to use a value-based pricing structure in light of the specialised knowledge provided. To promote repeat business, offer advertising packages to new consumers or loyalty programs to existing consumers.
• Place: An important accessibility factoris the location, whether it's a small store or an office for digital marketing (Khan, et.al, 2019). The entire company experience will be enhanced by a well-thought-out physical area that exudes warmth. Clients interact with the brand virtually in anonlinemarketing workplace through an easy-to-use and simple internet site.
• Promotion: It is crucial to raise awareness and develop a solid brand identity. Lu Hairdresser will utilise social media channels to present before and after photos, client endorsements and instructional materials regarding Afro hair maintenance. Coordinating community events or working with local influencers may assist in spreading the word about the company.
• People: In a company that values service,the  personnel's knowledge and demeanorare crucial. Client fulfillmentwill be influenced by competent and well-informed hairdressers who are aware of the unique requirements of Afro hair. Loyalty is fostered by attentive, personable service that improves the whole experience.
• Process: Processes that are smooth and effective are necessary to satisfy consumers. Lu Hairdresser will set up digital appointment scheduling, expedite consultation procedures and guarantee prompt service. A favorablecustomer experienceisenhanced by efficient processes.
• Physical evidence: For a service-oriented company, the tangible components that add to the overall impression of the company are considered physical evidence. The physical location, marketing collateral, and the packaging of the organic hair care items the salon uses and sells could all be considered examples of this for Lu Hairdresser.

Implementation and control of marketing plan

To make certain that Lu Hairdresser's marketing plan is implemented and controlled successfully and that the company meets its goals efficiently as well as effectively, a methodical and flexible approach is needed. The business hires qualified Afro hair-care specialists, establishes roles and makes the area a culturally relevant environment to carry out the marketing plan. Subsequently, choose digital marketing; having a well-equipped office makes it easier to run online ads and interact with audiences. Real-time modifications according to feedback are made possible by the planned implementation, and regular employee education guarantees that skills are updated. Working together with providers of organic hair care items guarantees dependability and high-caliber support (Doole, 2019). Lu Hairdresser's marketing strategy depends heavily on control mechanisms, such as KPIs, client foot traffic, satisfaction ratings, social media analytics, and an increase in revenue. Monitoring these indicators regularly sheds light on the efficacy of various strategies. Systems for collecting consumer input help to enhance services, and financial controls guarantee budget effectiveness. Benchmarking against rivals facilitates performance appraisal and enables necessary strategic reversals. Discussions for strategic reviews promote teamwork in flexible marketing. Continuous company achievement is facilitated by the alignment with LCCA's changing circumstances due to this incorporated strategy.

Recommendations based on the marketing plan.

According to Lu Hairdresser's extensive marketing plan, it is advised to give continual market study top priority to remain aware of changing consumer demands. Furthermore, increasing visibility for a company can be achieved by cultivating community involvement through collaborations, events and networking conversations (Chaffey, 2022). Retaining customers can be fostered through the implementation of a loyalty program and referral rewards. Evaluate online advertising avenues and adjust tactics as necessary. In addition to this, ongoing employee training guarantees that the group remains current with business trends and upholds Lu Hairdresser's standing as an authority on Afro hair care within the LCCA society and the surrounding area.

Specific course of action based on recommendations.

Implement a planned launch strategy for Lu Hairdresser, beginning with converting the designated space into a warm, Afro-inspired salon. Employ competent hairdressers and outfit the digital marketing department for internet advertising (Poizat, 2020). Launch a social networking initiative that focuses on the community and highlights green initiatives and the beauty of nature. Launch a loyalty program and provide early adopters with exclusive deals. Evaluate client input regularly and modify services as necessary. Form tactical alliances with influential locals and plan activities to promote community involvement. Continue studying the market to keep up with the latest developments. Maintaining staff proficiency in African hair care requires regular training. These steps guarantee a fruitful and long-lasting market debut.

References

Books and Journals

• Chaffey, D. and Smith, P.R., 2022.Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
• Doole, I., Lowe, R. and Kenyon, A., 2019.International marketing strategy: analysis, development and implementation. Cengage Learning.
• Irwanto, J., Murniati, W. and Fauziyah, A., 2021. Optimization of Digital Marketing Strategy with Implementation of SOSTAC Method.IJEBD (International Journal of Entrepreneurship and Business Development),4(6), pp.886-892.
• Jane, B., 2019.Business in Context: An Introduction to Business an its Environment. Cengage Learning, Inc.
• Khan, E.A., Royhan, P., Rahman, M.A., Rahman, M.M. and Mostafa, A., 2019. The impact of enviropreneurial orientation on small firms' business performance: The mediation of green marketing mix and eco-labeling strategies.Sustainability,12(1), p.221.
• Poizat, G. and Martin, J.S., 2020. The course-of-action research program: historical and conceptual landmarks.Activités,17(17-2).
• Pratono, A.H., Darmasetiawan, N.K., Yudiarso, A. and Jeong, B.G., 2019. Achieving sustainable competitive advantage through green entrepreneurial orientation and market orientation: The role of inter-organizational learning.The Bottom Line,32(1), pp.2-15.

Online

• SOSTAC Marketing Model. 2023. Online. Available through: <https://www.daniel-one.com/blog/sostac-marketing-model-planning-system>