The sphere of services is one of the most perspective and quickly developing branches of economy. Now the market of services in the right is considered one of the most perspective directions of business. This market has a number of peculiar features that causes the special approach to the enterprise and marketing activity, called to provide satisfaction of demand for services.
CONCOL consulting company renders following services in the given sphere:
- working out of the program of advertizing campaigns;
- definition of consumer preferences of visitors;
- estimation of level of a demand of services;
- definition of awareness of the population about services by means of the analysis of advertizing activity and carrying out of polls of potential clients;
- the analysis of competitors;
- service audit (including method use «the mysterious buyer»);
- optimization of work of the personnel;
- working out of strategy of positioning;
- formation of an optimum price policy, etc.
Feature of the companies of sphere of services is high degree of uncertainty and a competition. Such enterprises can't involve clients at the expense of quality of the goods got at the foreign supplier, here the big role is played by service and qualification of the personnel.
Basically, business proprietors of sphere of services face following problems:
- Insufficient knowledge of the population of the company and-or services rendered to it;
- low degree of service and qualities of given services;
- shortage of qualified personnel;
- difficulties in attraction of investments;
- difficulties at formation of the prices for various types of service etc.
The sphere of services is one of priority lines of activity of our advisers. It is possible to note the project directed on development of activity of a beauty salon (business development). The purpose was formation of the offers promoting the general development of activity of salon, and also forecasting of dynamics of all market for the nearest period.
First of all, experts of CONCOL company spent a number of the actions directed on modernization of marketing strategy of salon which, being «the trade engine», always should mean the most actual and interesting advertizing ideas. The saturation of the given segment allows to hold leading positions only in the event that proprietors use all possible business innovations – whether it be service, the equipment or advertizing, and correctly operate the expenses for marketing actions. Our experts had been generated the new advertizing plan which realization has allowed to increase attendance of a beauty salon. Thus expenses on advertizing campaign carrying out managed to be lowered almost on 20 %.
Also research of the competitive environment in which course key players in the market have been revealed has been executed, and their profiles – to a network sign, on a geographical arrangement, on presence of a site and activity of an advertizing campaign are in detail considered. The given research has allowed to reveal operatively strong and weaknesses of the basic competitors - as on assortment of services, so on the price policy and service level.
By means of poll of visitors the image of the potential client has been defined, its expectations and preference are revealed. The analysis of the prices for services of beauty salons has allowed to build the price policy, satisfying to requirements of clients, thus without ignoring expectation of businessmen, to develop the list of new actual services. Research by a method «the mysterious buyer» has helped to estimate a personnel and service skill level.
Upon termination of the project the salon has received the accurate and clear plan for development in intermediate term prospect. The developed strategy has allowed to optimize the list and structure of marketing actions and to provide to operating and potential visitors better service.
If your business also functions in sphere of services and you have faced a problem which demands the deep analysis, experience and understanding of factors of its occurrence, contact our experts in phones:
(499) 145 74 77
(495) 763 28 63
Or by e-mail info@concol.ru
