Final Thesis Proposal
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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 various pampering and grooming services to win over customers. The emergence of this 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 1
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Transcript of Final Thesis Proposal
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
various pampering and grooming services to win over customers. The emergence of this 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
Waxing Lashes Spa. It opened on October 2015, and is located in Capitol Hills, Old Balara, Quezon
City. The owner, Kandy Santos Shin, ventured on this business upon seeing the opportunity that this
type of service has a potential especially within the vicinity of the business’ current location.
At present, Kandid Nail Waxing Lashes is still on trial and error in coming up with the perfect
marketing and promotional strategy to maximize its potential as a successful business. A major
challenged faced by the salon is the lack of awareness of the market regarding the existence of the
spa.
It 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 Waxing Lashes. The
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researchers aim to determine the factors that hinder Kandid Nail Waxing Lashes from maximizing the
full potential of the salon’s current marketing strategies.
These factors will be determined by studying the current marketing strategies of Kandid Nail
Waxing Lashes and analyzing what errors or inadequacy 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 Waxing Lashes.
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 Waxing
Lashes.
The researchers have observed that location is a key factor for Kandid Nail Waxing Lashes. It
is located around executive and high-end villages and condominiums like Ayala Hillside Estates,
Ayala Heights, Manors Celebrity Place, Alpha Village, Sofia Bellevue and another residential area to
rise soon which is the La Rossa Condominiums. Another key factor in the marketing strategies is that
there is not much competition in the vicinity of Capitol Hills. This implies that customers would not
hesitate to try the services of Kandid Nail Waxing Lashes. 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 expecting from Kandid Nail Waxing Lashes.
Chapter II
Research Problems and Objectives
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Statement of the Problem
Kandid Nail Waxing Lashes, after 4 months of operation, still has not achieved its monthly
quota. Expenses including salaries consume more than what Kandid Nail Waxing Lashes can earn in a
month. The problem is that Kandid Nail Waxing Lashes Salon has not captured enough market in
order to meet its expenses.
It is on this light that the researchers came up with the following research questions:
1. What are the different marketing strategies used by Kandid Nail Waxing Lashes?
2. How does Kandid Nail Waxing Lashes implement their Marketing strategies?
3. What are the benefits of availing the services of Kandid Nail Waxing Lashes to the
customers?
Objectives of the study
The following are the objectives of the study:
1. To enumerate the benefits of availing the services of Kandid Nail Waxing Lashes to the
customers.
2. To determine the different marketing strategies used by Kandid Nail Waxing Lashes.
3. To know the marketing strategies implemented by Kandid Nail Waxing Lashes.
Scope and Delimitations
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The study is about Kandid Nail Waxing Lashes’ struggles in its marketing strategies and how
the researchers aim to improve it. It 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 employee-related concerns.
The study however does not include looking into the financial aspect of the business since it
must be kept confidential to the owner and its employees.
Significance of the Study
This study aims to improve the marketing strategies used by Kandid Nail Waxing Lashes Spa.
Moreover, this will give significant insights to the following:
The Owner. 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 day-
to-day management of the spa.
The Employees. This study can help the employees improve their quality of service that they offer to future spa guests. The improved marketing strategies hopefully would result in additional source of income for the employees through tips of future spa guests.
Aspiring Investors. They will be given insights about the requirements, 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
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Customer Loyalty Theory. It refers to giving out promos, bonuses, and incentives to the
customers to come back to Kandid Nail Waxing Lashes.
Management. It refers to the therapists, secretary, and assistant general manager.
Marketing Strategies. These refer to the processes or techniques used daily by Kandid Nail
Waxing Lashes to improve transactions and increase profitability.
Operations. This refers to the management activities and services given by the therapists to
the customers.
Profitability. It is the ability of producing money and maintaining it.
Services. This includes manicure, pedicure, nail art, nail cleaning, gel nails, body waxing, Brazilian
wax, paraffin Wax, body spa, eyelash extension, and eyelash perm.
SMS brigade. It is the continuous sending of messages of the management of Kandid Nail
Waaxing Lashes to regular customers to remind them of their next pampering, or promos and
discounts available soon.
CHAPTER III
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Review of Related Literature
This study deals with the enhancement of the marketing strategies used by Kandid Nail
Waxing Lashes. With 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. It is of utmost
importance to be well-informed about the business itself to create better plans. A wide range of plans
is a stepping stone for the achievement of goals.
Related Literature
According to Geoffrey G. Jones (2010), the treatment and maintenance of our body is now a
source of profit in the market. When 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 rejuvenate or maintain their youthful looks.
Tanjutco(2015) 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. Since 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 just every budget, but also each person’s
tolerance for pain: shaving, plucking, sugaring, waxing, and threading.
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According to Lane (2016), 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 get-1-when-you-avail-2 promo and giving free rides to those who
availed certain amount of purchase. However, customers are after values such as the feelings of
quality and satisfaction other than price discounts and benefits given to loyal customers.
According to Brian Tracy (2016 ) the most important marketing strategy that a business can
have is to offer products and services of good quality. The quality of the offerings will contribute a
huge part on the success of a business because it is the quality that the customers are after. It is the
reason why they purchase or avail products and services. Brand is the holistic image of a product and
service offering. It does not include the quality of the product only but also the overall experience of
the customers with your offerings. This establishes customer loyalty. Another way to earn the
commitment of the customers is through building relationships with them. Once you earn the loyalty
of the customers, they will go back to you regardless of the price of your products and services.
In summary, hair removal has come a long way in this industry. Being fully-aware 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. Self-esteem helps them become more
motivated and productive. Because of this, many beauty salons and spas have emerged in the industry,
tightening the competition between them. Various beauty salons have created and implemented
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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
existence 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. Most of all, creating a
pleasant environment to work in by training your employees for when their performances are good,
the clients will stay loyal. Loyalty means they will remain as your clients. It is less costly and requires
less effort to maintain relationships with current customers than to create a relationship with a new
one.
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Chapter IV
Framework of the Study
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 Waxing Lashes that could lead to additional profit and clientele for the business.
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Inputs:
1. Customer Loyalty Theory
2. To create marketing strategies to improve the business.
3. To provide better services to produce more customers.
Process:
1. Giving incentives to the customers and having a good service of the business.
2. To implement marketing strategies applicable to Kandid nail waxing lashes.
3. Training the employees to become more competent at their job.
Outputs:
1. The business will gain customer satisfaction and loyalty.
2. Increasing profitability and good business status.
3. Good service to the customer will make a positive impact.
Figure 1.1 Theoretical Framework
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 quality 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.
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Marketing Strategy Improvement factors
1. To improve the services.
2. Company’s Status and Reputation.
How to improve the Marketing Strategies
1. Training programs for the employee of the business.
2. Improve and maintaining the performance of the business.
After making improvement
1. The employees will be more well-organized and competent.
2. The business will gained the customer satisfaction and the customer will trust the business.
Figure 1.2 Conceptual Framework
The Conceptual Framework focuses on the improvement of marketing strategies of the
business. First, 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. By
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.
Figure 1.3 Operational Framework
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Determine the different marketing strategies on
how to improve the services of the business.
Conduct surveys and interview 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 flow of the business.
The researchers are trying to improve the different marketing strategies of Kandid Nail
Waxing Lashes 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 Waxing Lashes and. Once
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 Methodology
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 questions
about customers’ feedback on the quality 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 quality of service. Using these
techniques will make the data gathering less-complicated and less-time consuming while also being
accurate at the same time.
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Research Design
This study is focused on how to improve the Marketing strategies to further improve the
services, marketing and promotions of a beauty spa located in Capitol Hills, Old Balara, Quezon City.
To be able to gather sufficient facts for the study, the researchers used both qualitative and
quantitative data about the study.
Sampling Design
The survey was made for the customers of Kandid Nail Waxing Lashes in order to give the
researchers an idea of what the strengths and weaknesses of Kandid Nail Waxing Lashes 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 Study
The type of study that the researchers used is descriptive method using both qualitative and
quantitative approaches. The researchers will conduct surveys and interviews through the aid of
survey questionnaire, and interview guide as their research instruments.
Time Dimension
This study was conducted during the 3rd trimester of 2016 at FEU Diliman under Prof. Rose
Nonette Capadosa.
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Sampling Technique
The researchers gathered its data from the customers and Kandy Shin, the general manager of
Kandid Nail Waxing Lashes. The data for this research was collected using a survey questionnaire
and interview guide. The respondents were chosen randomly.
Data Collection Procedure
For the data collection, the researchers conducted a survey to customers of the Kandid Nail
Waxing Lashes. Also, the researchers did an observation through the use of an observation checklist.
The sample procedure includes the execution of the data gathering period which was used to gather
information. Processing of data was done by tallying and then getting the percentage of the data
gathered by the researchers.
Table 1 Research Objectives, Data Gathering Procedure, Research Instruments, and Data
Analysis Tools
Research
Objectives
Methodology Research
Instruments
Data Analysis
Tools
1. To determine the
benefits of availing
the services of
Kandid Nail Waxing
Lashes to the
1. Personal
Interview to the
owner
2. Observation at
1.Interview
guide with the
owner
1.Interview guide
2.Observation
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customers. Kandid Nail
Waxing Lashes
3. Survey
questionnaires
for the
customers
2.Observation of
the operations of
the business
3. Survey
questionnaires
for the
customers
Checklist
3.Survey
Questionnaire
2. To identify the
different marketing
strategies used by
Kandid Nail Waxing
Lashes
1.Personal
Interview to the
owner
2. Survey
questionnaires for
the customers
1.Interview
guide with the
owner
2. Survey
questionnaire for
the customers
1.Interview guide
2.Survey
Questionnaire
3. To know how
Kandid Nail Waxing
lashes implements
their strategies to the
customers
1.Personal
Interview to the
owner or an
employee
2.Observation at
Kandid Nail
1.Interview
guide with the
owner
2.Observation of
the operations of
1.Interview guide
2.Observation
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Waxing Lashes the business Checklist
Unit 3: Findings, Conclusions & Recommendations
Table 2. Summary of Findings, Conclusions and Recommendations
Research Objective Research Methodology Findings Conclusion Recommendation
What are the benefits of availing the services of Kandid Nail Waxing Lashes to the customer?
Interviewed the owner of Kanid Nail Waxing Lashes and conducted surveys to 15 respondents who availed the services of Kandid Nail Waxing Lashes
Kandid Nail Waxing
Lashes provides quality
sevices that give the
customers the following
benefits:
1. The services of Kandid Nail Waxing Lashes are essential to the personal hygiene of the customer.
2. The services provided by Kandid Nail Waxing
1. Kandid Nail
Waxing Lashes
provides quality
services that
maintain the
personal hygiene
of those who avail
the services
because of the
services like body
waxing, manicure,
pedicure.
2. Kandid Nail
Waxing Lashes
provides quality
services that give
thse feeling of a
There researchers have made 6 recommendations to the objective number 1 They are are the following:1. Kandid Nail Waxing Lashes may add more colors to the already available nail polish for a wider customer options.
2. They may offer unique nail polish services to give the clients a whole new manicure and pedicure experience that they
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Lashes give the customer a clean body.
3. Aside from the benefits mentioned above, smoothness of skin is also a benefit when you avail the services offered by Kandid Nail Waxing Lashes.
4. The services of Kandid Nail Waxing Lashes boost the self confidence of the customers.
5. It also provides overall well-being to those who avail the services.
clean body and
clean nails
because of their
manicure and
pedicure
especially the
cleaning services.
3. The clients will
have a smoother
body because of
the waxing
services they
provide.
3. The services of
Kandid Nail
Waxing Lashes
such as the
eyelashes
treatment make
the clients feel
confident with
themselves.
4. The services of
Kandid Nail
Waxing Lashes
also contribute to
the personality of
the client.
5. Lastly, the
services offered to
the customers by
Kandid Nail
Waxing Lashes
makes the clients
not only beautiful
in their outside
appearance but
won’t get from other salons.
3. Kandid Nail Waxing Lashes must provide faster, more efficient, and lesser painful waxing services.
4. As for the eyelashes services, they should use lashes extension with highest quality and durability. 5. To improve the overall well-being of the customers, they must add more benefits such as distributing drinks to the customers.
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also in the inside.
What are the different marketing strategies used by Kandid Nail Waxing Lashes?
Interviewed the owner of Kanid Nail Waxing Lashes and observation Checklist
Kandid Nail Waxing
Lashes uses (6) six
different marketing
strategies to promote the
business. These are:
1. Printing out banners and posting it within the vicinity of the salon.
2. They forward text brigade to the clients to make them aware of the new discounts and promos they can avail.
3. Kandid Nail Waxing Lashes use social media to further promote their business to the possible clients online.
4. Kandid Nail Waxing Lashes give out promos and discounts.
5. They also give discount for birthday
Kandid Nail
Waxing Lashes
are using various
effective and
efficient
marketing
strategies.
However:
1. The banners are
not well
distributed.
2. The text
brigade is only
twice a week,
that’s why the
receivers seldom
notice it.
3. They do not
post and share
their updates
constantly.
4. The promos
and discounts are
only given to the
regular customers.
5. They do not get
the birthday
information of the
client. They
wouldn’t be able
to give them the
discount if they do
not know their
birthdays.
The researchers have
made (6)
recommendations to
Kandid Nail Waxing
Lashes:
1. They should put
banners beyond the
vicinity of the salon.
2. The secretary of
Kandid Nail Waxing
Lashes must update the
clients thru text brigade
4-5 times a week.
3. They should update
their Facebook page,
Twitter, and Instagram
account every day.
4. They should offer
promos and discounts
to new customers, too.
Especially the first
timers. Make and give
out loyalty cards 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 frequent
service on their tenth
visit.
5. They should print out
forms for the clients to
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celebrants. 6. Kandid Nail
Waxing Lashes cater a wide range of target market
6. They services
are more focused
on their female
customers. Giving
the two other
target market less
attention.
fill up and that will
serve as their
information database.
6. They should also
create new services for
the male and children
customers. Such as
giving free candies to
children after each
service and giving a
free body massage to
male clients.
How does Kandid Nail Waxing Lashes implement their marketing strategies?
Interviewed the owner of Kanid Nail Waxing Lashes and observation Checklist
Kandid Nail Waxing Lashes implement their marketing strategies through:
1. Distribution of flyers.2.Use of banners3.Constant SMS update4.Being active on social media5.Maintaining customer relationship
Kandid Nail Waxing Lashes uses promotions, social media, and customer relationship to implement their strategies.1. Their distribution of flyers is ineffective because they only distribute only the area besides the location of the business and only few people discovered the business.2. It is not very useful because only few people can see it.3. Sending updates through sms brigades are not as often as it
1. Improve the flyers and give it out more consistently to possible clients. The flyers should be distributed and placed on the windshields of parked cars within the vicinity of Kandid Nail Waxing Lashes. 2. Print out banners and stickers to be given to tricycle drivers and other PUV drivers in exchange of a little token, the banners and stickers could be then placed at the back of tricycles or inside the PUV’s 3. They must download Practo, an online application that automatically sends an update to the clients besides sending sms brigade 4-5 times a week.
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should be so customers rarely notice them.4. They only update once a month that’s why people are not fully informed about the updates of the business.5. The employees don’t have proper knowledge when it comes to maintaining customer relationships.
4. Improve social media exposure by offering two famous social media celebrities PBA star Doug Kramer, and celebrity Cheska Kramer, who happened to be acquainted with owner’s son, spa services in exchange of social media exposure for Kandid Nail Waxing Lashes. Next is they should give Php 50 off as a discount to customers who have liked and rated the Facebook page and/or followed the Instagram page. The third one is to give 10% off to customers who would share their experiences or pictures of their pampered nails, waxing, or lashes on social media either on Facebook or Instagram after their service has been done. 5. The management should be keen in reminding their customers of the do’s and don’ts after availing their services especially for waxing and lashes services. Or better, print copies of a customer-friendly guide of the do’s and don’ts
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to be given to customers after availing the services.
Chapter 1
Findings, Analysis, Conclusions and Recommendations
Findings
The data gathering consists of ratings to be answered by customers from Excellent,
Good, Average, and Poor. The factors were the quality of service, satisfaction, area,
relationship with the employee, and trustworthiness of the service given by the employees.
The quality of service got a 47% rating as “excellent” and got 53% as “good” and a 0%
for both “average” and “poor.”
For the customer satisfaction, the data gathered was 87% for “excellent”, 13% for
“good” and another 0% for “average” and “poor”.
For the location of Kandid Nail Waxing Lashes, 87% rated it as “excellent” while 13%
said that it was “good”. No customer rated the location as “average” or “poor”.
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For the data gathered in the customer relationship with the employee, another 87%
rated “excellent” while 13% said it was “good.” Again, no customer felt that they had an
“average” or “poor” relationship with their therapists.
For the trustworthiness of the customer with how the therapists would handle them
with care, 93% said that it was “excellent” while 7% said that it was good. This time again, no
customer rated their rating as “average” or “poor”.
For the last data gathered in the surveying, the affordability of the services were asked.
40% said that it was excellent, 33% said that it was good, while 27% said that it was average.
No customer rated the affordability rating as “poor”.
On the question, “What are the benefits to you of availing the service from the salon?”,
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 waxing treatment, one answered that her eye lashes
extensions make her feel more presentable to the people she meets. Unfortunately, eight
respondents left the portion blank.
On the recommendations section, three respondents requested to have a free wi-fi, two
requested to provide hot and cold water in the rest room, one requested to have television
cable, one respondent requested to have movies installed on a hard drive for the customers to
choose from, and eight respondents left the section blank.
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On the interview part, the research questions have all been answered by the owner and
general manager Mrs. Kandy Shin.
For the first question “What are the benefits of availing the services of Kandid Nail
Waxing Lashes?” Mrs. Shin mentioned the benefits of availing their different services. For the
nails services, good personal hygiene, neatness, and that it is a fashion statement. For waxing
services, she mentioned that smoothness and cleanliness of the skin is one, confidence is
another, and comfort is also another one. For Lashes services, she said that having beautiful
eyes make women more attractive, and that it helps boost their confidence.
For the second question, “What are the Marketing strategies used by Kandid Nail
Waxing Lashes?” She simply enumerated distribution of flyers, social media, text brigade and
promos.
For the last question “How does Kandid Nail Waxing Lashes implement their
Marketing strategies?” She answered by elaborating their strategies and enumerating how they
would improve on it. For the distribution of flyers, she said that they must give out flyers
consistently. For social media, she mentioned that their Facebook page must always be
updated with promos, new designs, and stories. For the text brigade and promos, every regular
client must be texted 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 3 days before or 3 days after the customer’s birthday. The customer must
only show a valid ID with their birthdate to show proof.
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The researchers have observed the operations of Kandid Nail Waxing Lashes and
based on the observation checklist, they found out that the quality of service is excellent. One
of the reasons why is that the employees have already been at the field of nails, waxing, and
lashes services for years. Another reason is because the consumables they use are only of the
highest quality. The availability of services were also excellent 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 Waxing Lashes 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. Since Kandid Nail Waxing Lashes has just been
opened a few months ago, the facilities are new and clean which ensures quality and safety.
Their promotion strategies are proven effective and efficient because it attracts clients
and they are able to retain them. In just a few months, they have already had repeat customers
and customer loyalty because of their promos and incentives.
Their prices are reasonable since the quality of their services and materials used are of
excellent quality. Kandid Nail Waxing Lashes however, have not yet reached its quota and so
they only accept payments on a cash basis.
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The target market of Kandid Nail Waxing Lashes is a wide range of women, men, and even
children who are 10 years old and below. Nevertheless, most of their regular clients are
women especially teenagers and working moms.
Conclusion
In conclusion, the various benefits of availing Kandid Nail Waxing Lashes’
services are maintained good personal hygiene, cleanliness of body and nails, smoothness of
skin, boosted self-confidence and presentable appearance of the customer. It is both
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 Waxing Lashes are effective
and efficient. These include sending out flyers regularly, especially to the condominiums and
executive villages around the area, the use of tarpaulins and banners, SMS brigade to the
regular clients for updating them with their next 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 Waxing Lashes 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 SMS, they constantly update
their regular customers and they provide great value to clients.
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Recommendations
To improve the benefits of availing the services offered by Kandid Nail Waxing
Lashes, they must exceed customer expectations. These include adding more colors to the
already available nail polish for a wider customer options, unique nail polish services, faster,
more efficient, and lesser painful waxing services, and also the use of lashes extension with
highest quality 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 waxing and lashes services. Or better, print copies of a customer-
friendly guide of the do’s and don’ts to be given to customers after availing the services.
With the current Marketing strategies used by Kandid Nail Waxing Lashes, new
marketing strategies to be used by the spa is advisable. The researchers advise that the
management must find more Marketing 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 frequent service on their tenth visit. Another strategy that the
researchers advised is by rewarding their top 5 customers of the month by giving them gift
certificates worth Php 500 each, and taking pictures while being pampered to be posted on one
side of the wall to be seen by other customers.
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For the implementation of the Marketing strategies of Kandid Nail Waxing Lashes, 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 Waxing Lashes. Another recommendation is for Kandid Nail Waxing Lashes to
print out banners and stickers to be given to tricycle drivers and other PUV drivers in
exchange of a little token, which could be placed at the back of the tricycles. For social media,
the researchers think that Kandid Nail Waxing Lashes should have more social media
exposure since their number of followers are only limited to their customers, relatives, and
friends. Suggestions are that the management could offer two famous social media celebrities
PBA star Doug Kramer, and celebrity Cheska Kramer, who happened to be acquainted with
owner’s son, spa services in exchange of social media exposure for Kandid Nail Waxing
Lashes. Another suggestion is to Give Php 50 off as a discount to customers who have liked
and rated the Facebook page and/or followed the Instagram page. Give 10% off to customers
who would share their experiences or pictures of their pampered nails, waxing, or lashes on
social media either on Facebook or Instagram after their service has been done. For SMS
brigade, the employees must message their clients as often as twice a week to invite them to
avail their next services soon.
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Appendix A. Survey Questionnaire
Survey Questionnaire for Customers
Kandid Nail Waxing Lashes
In this part, the researchers want to find better ways on how to improve the marketing strategies of the business.
Please rate each category most applicable to you from the lowest as Poor, and the highest as Excellent.
Categories Poor1
Average2
Good3
Excellent4
Quality of Service
Affordability
Area
Satisfaction
Relationship with the employee
Trustworthiness
1. What are the benefits to you of availing the service from the spa?
Recommendations: ______________________________________________________________
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Appendix B. Interview Guide
Interview Questions for the Owner
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Study on the Improvement of Marketing Strategies Used by Kandid Nail Waxing Lashes
Name:
Position:
Time Started:
Time Ended:
Date:
Interviewer:
Interview Schedule
Good morning/afternoon, we are students from FEU-FERN College. My classmates and I are interviewing regarding the improvement of marketing strategies used by Kandid Nail Waxing Lashes. We would really appreciate your participation. This interview is good for 10 minutes only. Any information you will provide us shall be held with utmost confidentiality.
1. What are the benefits of availing the services of Kandid Nail Waxing Lashes to the
customers?
2. What are the different marketing strategies used by Kandid Nail Waxing Lashes?
3. How does Kandid Nail Waxing Lashes implement their Marketing strategies?
APPENDIX C
OBSERVATION CHECKLIST
Kandid Nail Waxing Lashes
1. Operationsa. Quality of Service ________________________b. Availability of Services ________________________c. Trustworthiness ________________________d. Others ________________________
2. Areaa. Convenience ________________________b. Location ________________________c. Facilities ________________________
3. Promotion ________________________a. Advertising ________________________b. Promotional Offerings ________________________c. Incentives ________________________
4. Pricea. Affordability ________________________b. Monetary Value ________________________c. Mode of Payments ________________________
5. Peoplea. Target market ________________________
6. Other Observations:________________________________________________________________________________________________________________________________________________
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Appendix D. Project Management
31
Ryann Pulvera
(Asst. Leader)
Darwin Etang
(Researcher)
Joshua Klyde Santos
(Researcher)
Renz Alvarez
(Researcher)
Rein Hillary Carrascal
(Research Leader)
Appendix E. Project Budget Plan
This study aims to conduct a research regarding on the improvement of marketing strategies
used by Kandin Nail Waxing Lashes.. It 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. Provided below are the breakdown of costs:
Materials & Other Operating Expenses (MODE):
Transportation Fee P 500
Printing Fee P 1,500
Food Expense P 400
Internet Fee P 500
Supplies Expense_________________________________________P 150___________
Total P 3, 050
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Appendix F. SCHEDULE/WORK PROGRAM in Gantt Chart
Title of Research Project: ____________________________________
WORK PROGRAM (3rd term, SY 2015-2016)
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Appendix G. Chart Area
53%47%
Quality of Service
Excellent Good
0% Average 0% Poor
Figure 1 shows that 53% of the respondents say that the quality of Kandid Nail Waxing Lashes
service is excellent, while 47% of respondents say that the quality Kandid Nail Waxing Lashes
service is good.
40%
33%
27%
Affordability
Excellent Good Average
0% Poor
Figure 2 shows that 40% of the respondents says that they find the services rendered by Kandid
Nail Waxing Lashes excellent, 33% of respondents finds it good, while the 27% of the
respondents finds it average.
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67%
33%
Location
Excellent Good
0%Average 0% Poor
Figure 3 shows that 67% of the respondents find it excellent, when it comes to the location of the
Kandid Nail Waxing Lashes, while 33% says finds it good.
87%
13%
Satisfaction
Excellent Good
0% Excellent0% Poor
Figure 4 shows that 87% of the respondents are satisfied with the service offered by Kandid Nail
Waxing Lashes is excellent, while 13% of them finds it good
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Figure 5 shows that 87% says they have an excellent relationship with the employee, while 13%
finds it good.
93%
7%
Trusworthiness
Excellent Good
0% Aver-age
0% Poor
Figure 6 shows that 93% of respondents finds it excellent when it comes to their trustworthiness,
while 7% of them finds it good.
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87%
13%
Relationship with the employee
Excellent Good
0% Average0% Poor
Appendix H.
Interview Result
Name: Kandy Shin
Position: Owner/Manager
Time Started: 21:01
Time Ended: 21:16
Date: March 14
Interviewers: Joshua Klyde Santos, Darwin Etang, Renz Alvarez
Timer: Ryann Pulvera
Secretary: Rein Hillary Carrascal
Interview (Non-Verbatim)
Mr. Santos: Good evening Ma’am Shin!We are students from FEU-FERN College. My
classmates and I are interviewing regarding the enhancement of marketing strategies used
by Kandid Nail Waxing Lashes. We would really appreciate your participation. This
interview is good for 15 minutes only. Any information you will provide us shall be held
with utmost confidentiality.
Without further a due, here are the questions:
The first question is, what are the different marketing strategies used by Kandid Nail
Waxing Lashes?
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Mrs. Shin: Well, we are using different marketing strategies. For example, we are
distributing flyers to people. We use tarpaulin and post it outside the salon. We
communicate to clients thru Facebook, Instagram, and text brigade. Promos such as
discounts for students, senior citizens, and special occasions are available. Another
discount is given to those who bring a friend. We also offer event packages; group
packages for families and free services for birthday celebrants who must bring any valid
proof of their birthday. When it comes to the services, we cater a wide range of target
market which includes services for children who are 10 years old and below.
Mr. Etang: Thank you Ma’am Shin! Let us now proceed to the next question. What are
the benefits of availing the services of Kandid Nail Waxing Lashes to the customers?
Mrs. Shin: 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. Our waxing services also
help in maintaining good personal hygiene. It helps us feel smooth and clean. Lastly,
availing our services for lashes helps you have pretty eyes and gain more confidence.
This also saves time instead of putting on make-up.
Mr. Alvarez: Thanks Ms. Kandy! Now here is the last question. How does Kandid Nail
Waxing Lashes implement their Marketing strategies?
Mrs. Shin: We continue sending flyers, communicating with the clients and updating
them thru SMS, and being active on social media like Facebook and Instagram. We add
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. I, as the manager, make sure that my
staffs are very accommodating and that we give the clients an ambience of relaxation and
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comfort. Most of all, we give them an experience that not just satisfies their needs but is
beyond their expectations.
Mr. Santos: That would be all Ma’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.
Godspeed!
Mrs. Shin: You’re welcome! Good luck with your thesis.
39
Bibliography
Jones, G. (2010). Beauty Imagined. Retrieved on January 30, 2015, from Oxford University
Press:
https://global.oup.com/academic/product/beauty-imagined
Tanjutco, L. (2015). A Brief History of Hair Removal.Retrieved on February 3,
2016,from Healthy Skin Magazine, page 19-22.
Lane, T. (2016).Small Business.Retrieved on March 10, 2016, from Chron:
http://smallbusiness.chron.com/customer-loyalty-theory-71040.html
Improve Your Marketing Strategy, Increase Your Sales.(2016, March 1) Retrieved on January
30, 2015 from:
http://www.briantracy.com/blog/sales-success/improve-your-marketing-strategy-
increase-your-sales/
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Renz A. Alvarez
Mobile Number: +63926-981-4223
E-mail Address: [email protected]
OBJECTIVES
To work with excellence 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 extra ability using my own knowledge and skills. Do all the job that given to me and faced the problem that I have in any situation.
EDUCATIONAL BACKGROUND
2014-2015
Far Eastern University (FERN DILIMAN)
Diliman, Quezon City
Bachelor of Science and Business Administration Major in Marketing
2010-2014
Dr. Crisigono B. Ermita Memorial National High School Nasugbu, Batangas
2001-2010
Wawa, Elementary School Nasugbu, Batangas
SKILLS
Awareness of training and the techniques concerned in learning and instruction. Ability to speak and understand the English language.
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Aptitude to provide control matters and keeps legal record. Judgement skills.
Leadership skills Able to work in a team. Computer or data entry expertise.
EXTRACURRICULAR ENGAGEMENT:
2012-2014 Sgt @Arms Supreme Student Council Officer
2011-2014 Player Basketball Varsity (National)
2013-2014 Contestant Poem Writing (Tagalog)
2004-2010 Player Wawa Elementary Basketball
PERSONAL DETAILS:
Name: Renz A. Alvarez
Address: Avon St. North Fairview, Quezon City
Civil Status: Single
Date of Birth: October 21, 1997
Place of Birth: Nasugbu, Batangas
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REIN HILLARY CARRASCAL8 TJ Town Homes, Isidora HillsHoly Spirit, Quezon City 1102
Mobile No.: 09179086161/0928444303Email Address: [email protected]
EDUCATIONAL ATTAINMENT:
Siuton Elementary School 2004-2010Magallanes National High School 2010-2014Far Eastern University–Diliman 2014 to presentBSBA Marketing Management
SKILLS AND COMPETENCIES:
Good Moral Character Computer Literate Flexible and can work under minimum supervision Strong leadership abilities Eager to learn and grow Verbal & Written Skills Interpersonal Skill
PERSONAL DATA:
Age 17 Date of Birth December 3, 1997 Gender Female Nationality Filipino Religion Roman Catholic Language Proficiency Filipino and English
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Darwin M. Etang
City Add: Blk.4 Lot 5 Agoncillo St.,
Sta.Lucia,Novaliches,Quezon City
Mobile: +639996917227
Email :[email protected]
OBJECTIVE :
To secure a cooperative education in the field of Business Administration Major in Marketing Management that will challenge and strengthen my education and professional skills.
SKILLS :
Good knowledge of computer skills such as MS Word, MS Excel , MS access , power point
Strong analysis in solving problems and making solutions I always want to work with the team Good verbal and personal communication skills
EDUCATIONAL BACKGROUND :
Tertiary : FEU Diliman 2014 – on going
Sampaguita Ave Quezon City, Metro Manila,
Secondary :Sta, Lucia High School
J.P. Rizal St., Sta.Lucia, Novaliches , Quezon City 2010 – 2014
Elementary : San Gabriel Elementary School
A. Bonifacio St., Sta. Lucia , Novaliches , Quezon City 2004 - 2010
Name Ryann Christian A. Pulvera
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Address 25 Turquoise st. Northview 1 Filinvest 2 batasan hills quezon city
Telephone number 951-72-89
E-mail [email protected]
Education DILIMAN PREPARATORY SCHOOL (2002-2012)
MATER CARMELI SCHOOL OF NOVALICHES (2012-2014)
FAR EASTERN UNIVERSITY FERN-COLLEGE (2014-PRESENT)
Experiences Boy scout and senior scout
Most kind scout
Language Ability Fluent in English and Filipino, knows a little bit of spanish
Other skills Computer program
- JAVA script
- Microsoft excel, word, and powerpoint
Community Quadrants
- Non profit organization
Awards
Personal Sports
- Taekwondo, wall climbing, basketball, futsal, frisbee
Joshua Klyde Santos
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Unit 408 Darling Heights Condominum, The Manors, Celebrity Homes,
Capitol Hills, Brgy. Old Balara, Quezon City
Mobile no.: 0905-259-9137
E-mail address: [email protected]
Career Objective
To share and facilitate the knowledge and skills that I have acquired in my experiences in order
to provide leadership, productivity, and success in a field that I would be most fit to work with
Educational Attainment
Far Eastern University, Diliman BSBA Marketing Management AY
2014-2016
University of Asia and the Pacific BS Entrepreneurial Management AY
2013-2014
Colegio de San Lorenzo SY 2011-2013
University of Baguio Science high school SY 2009-2011
University of Baguio laboratory elementary school SY 2003-2009
Organizations and positions held
Philippine Junior Markating Association, member 2015
Philippine National Red Cross, member 2013
Boyscout of the Philippines, Outdoorsman 2012
Philippine Aquatics Swimming Association 2009
Work/ Professional experiences
First Insurance services Corporation 2014
Freelance vehicle comprehensive insurance sales agent
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Octo Power Tools Inc. 2013
Assisted in sales delivery and in answering customer inquiries and purchase orders in the
sales department
Awards/ Achievements
National broadcast PTV4 “Iskoolmates” debate participant September 2015
LGV hoops games 2015 summer basketball league champions June 2015
Red Cross “run for a cause” participant and 10km finisher
Boy scout of the Philippines, Outdoorsman Rank awardee
2nd place, English week school debate competition 2011
“Debater of the year” awardee English week school competition
Athlete of the year (Swimming) 2009
Skills
Filipino, English, driving, computer literate (MS office), formal debating, first aid,
swimming, social media blogging
Personal Information
Birth date: July 16, 1996
Religion: Roman Catholic
Civil status: single
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