Executive Summary

Davids salon is the leading in the salon industry in the philippines. It was
1st established in new farmers market, araneta center, quezon city, on 1989 it is
successful in our country, and they have 200 branches in all of the philippines.
Segmenting its market categorized based on their market segmentation strategy. Used
such as one-to-one marketing, business to customer and business to business.
Objectives are listed for the creation of the marketing plan. Primarily its to create quality
services. Also increase the number of clients and keep its good market position,
customer return to davids salon.
Because of their certain strategies like their unique selling prepositions which is their
extensions. Services are also the ones customers are being loyal like referral cards,
bonus treatments.
Davids salon has strategies that can boost the performance of their employees. Some
strategies to help their employees to executed well for the team.
Davids salon has its own strategies that others dont have. This also helps the company
be on top against their competitors. Some are adding products to their services some
strategies are executed throughout the year on every month. Quarterly on by season.
Customers changing preference is a constant struggle for everyone and Davids salon
isnt excluded. They need to, if not always, often think of what ways on what, why, and
how to innovate and develop unique services as well as their products that will
differentiate them from their competitors.
With competitors and new entrants just around the corner, Davids salon should not
overlook the potential market of different services and products development, services,
and promotions that will help them capitalize what they have. In order to maintain its
position to be a number one salon industry in the country and making its share in the
market higher, different strategies are proposed. From quality services and products
and even effective and efficient promotional strategies are made. With proper
implementation, it will surely win the loyalty of majority Filipinos even foreigners, thus
increase the sales and value of the company.
CURRENT MARKETING SITUATION

Market Description

"Whoever you are, whatever you do, David's Salon brings out the best in you."

David's Salon offers world-class hair dressing, fueled by Filipino passion. With the vision
of bringing Fine European hairdressing to the Philippines, CEO David Charlton and the
David's Salon's brand has made a name for itself y offering a wide range of hair and
beauty services to a wide range of customers. It is a name that has been admired and
followed by many Filipinos since its first salon opened in 1989. It is now the biggest
chain of salons in the Philippines, with over 200 branches all over the country.

"We take pride in providing the highest quality of service at prices everyone can afford,"
says Charlton. David's Salon's roster of services include Hair Styling, Hair Color, Hair
and Scalp Treatments , Perming, Relaxing, Rebonding, Make Up,
Waxing/Threading, Nail Care, and Hand and Foot Spas.

A trusted salon brand such as David's Salon works with different trusted supliers for hair
color, hair care, and other forms of technologies used for hair styling. Among these
suppliers are L'Oreal, USA's Professional MATRIX, Affinage Infiniti, and
Schwarzkopf &Henkel.

Total customers satisfaction is the goal of David's Salon. The David's Salon Experience
is one where customers are given a relaxing ambience, professional consultations from
creative stylists, and personal assistance by store managers and store assistants.
Clients are pampered as they are given quality service with professional care coming
from a well-trained team. David's Salon has a solid core business management team
equip themselves with the latest and most innovative European hairdressing
technology, which they generously and systematically pass on to every David's Salon
stylist.

History

David Charlton was born in Suderland, in Tyme and Wear, England, and ws exposed to
hairdressing at a very early age. Charlton came from a family of hairdressers-one of the
most sought-after careers in England. At 16, he was working full-time at his uncle's
salon while studying at the Durham Technical College. After 3 years of studying,
Charlton passed with distinction the City and Guilds of London Institute Examination in
Men's and Ladies' Hairdressing. This distinction opened the opportunity for Charlton to
go back to Tyne and Wear, tihis time in south Shields, to teach hairdressing. He also
conducted workshops for the North East Hairdressers' Federation.
It was in 1978 when Charlton came came to the Philippines. He was the manager of
Rever Salon at the Mandarin Oriental Hotel, and after becoming a partner and later on
its sole owner, Charlton expanded the Rever Salon to five locations. In 1989, after
seeing a need for a salon that would offer high quality hairdressing at a customer-
friendly price, Charlton established David's Salon Inc. With the desire to share his
expertise to more Filipinos, he opened the very first David's Salon in New Farmer's
Market in Cubao, Quezon City.

A realization of a need that has opened many opportunities, David's Salon not just
shared a unique style to many Filipinos, but likewise opened employment and skill
acquisition opportunities for many promising Filipino stylists. Now the largest chain of
salons in the Philippines, David's Salon has 200 branches, and counting. Salons are
present in key locations in the Greater Manila Area as well as in the provinces. In 2008,
the first US branch of David's Salon opened in Los Angeles, California, and in February
2010, the first David's Salon branch in the Middle East opened in Dubai.

PRODUCT REVIEW

The David Salon Team believes that it is our responsibility and obligation to prescribe
your home hair care regime. As professionals and your personal stylist we are qualified
to recommend the products that will protect and support your hair care needs.

The products used on your hair do make a difference and there is quite a selection of
options, both professional and retail to choose from. We have selected to work with very
specific companies that meet our standards and align with the Davids Salon values.
The integrity and quality of both the company and the products they produce are
extremely important to us.

Review Of Competition

Reyes Haircutters

In 2001, departing from the traditional concept of hair salons as exclusive to upscale
customers, Celestino Les Reyes put up a family salon catering to the Filipino middle
income and lower-income groups. Reyes wanted a place where every family member
could get a good haircut at an affordable price, and in keeping with the low-cost image
he wanted for the salon, he located it not in an upscale mall or high-end commercial
center but near a public market. He then proceeded to open more salons elsewhere and
took the even more audacious step of offering 24-hour service at some of its salons.
The aggregate average annual sales of Reyes Haircutters salons grew to nine-figure
levelsgoing over P190 million in 2011. It has won major industry recognition by winning
the Agora Award for Outstanding Achievement in Entrepreneurship in 2005 and the
Franchise Excellence Award for the Most Outstanding Filipino Franchise, awarded by
the Philippine Franchise Association, in 2006.
Today, aside from continuing its domestic expansion program, Reyes Haircutters is
seriously eyeing the franchising of the brand worldwide. Since putting up its franchised
salon in London, it has been eyeing international expansion. It will soon open outlets in
Qatar and the United States.

Artista Salon
Artista Salon started as a "Joke Business". Mr. Jerry Anthony Medina (Gio
Medina) didn't take it seriously when he established the first salon in year 2004. Due to
enormous endorsement of friends from Philippine television, the business grew rapidly,
it became known from simple individuals to several famous artists here in the
Philippines. Now, Artista Salon has 72 branches all over the philippines
Artista Salon is a classified first class establishment. They are not the cheapest but they
are not the most expensive salon. Their prices are very reasonable because you get
value for your money. Artista salon uses best quality brandname products such as
Schwarzzkopf, Loreal, Revelon ect. Fot the safety and protection of their customers.

Salon Beauvoir

Despite tough competition, a salon chain operator sees broader opportunities for growth
in the Philippines while Filipinos have yet to embrace the importance of hair care in a
persons total well-being. Hair dressing expert and Davids
Salon president David Charlton said that while a number of salon businesses are
mushrooming around the country, consumers are also expanding dramatically --- from
all age brackets and social status.
Beauty is a growing business in the Philippines despite the competition. We just have
to get people appreciate the importance of hairdressing, Charlton said adding that at
this point though,
Filipinos have yet to realize that hair dressing is as important as buying expensive
clothes to dress up and look good. Unlike in other countries where hair care is part of a
personal priority, in the Philippines, hair care is still considered as vanity rather than
part of proper grooming.
Because of this, Charlton said the hair dressing industry here has still a huge room for
growth. Ideally, hair care regimen such as hair cut, hair spa, hot oil, among others
should be done at least once in every six weeks. For hair cut though, once a month is
highly recommended.
We all want to look our best. Hair care is another way of dressing up, said Charlton
reiterating that beauty is a growing market its fluid and exciting industry.
Although there is a huge opportunity for growth, Charlton said salon operators should
always be on their toes because sustainability is fragile due to the fast moving nature
of the beauty industry.
At present, there are over 200 Davids Salons across the country, operated by different
partners,
Charlton said. Instead of pushing for more outlets, Charlton said he is now
concentrating on improving the quality of service to be more at par with international
standard.