TABLE OF CONTENTS

ACKNOWLEDGEMENT…………………………………..2

DEDICATION…………………………………………3

1. 1.ECONOMIC OVERVIEW OF PAKISTAN……….4

2. 2.SEGMENTATION………………………………………..5

3. 3.MARKET MANAGEMENT PHILOSOPHIES……….9

4. 4.CUSTOMER SATISFACTION……………………...10

5. REASEARCH ANALYSIS:……………………………...12

6. ENVIROMENTAL ANALYSIS…………………....21

7. MARKETING MIX: (4 P’S)…………………………......23

8. S.W.O.T. ANALYSIS……………………………38

9. FEASIBILITY REPORT……………………………………..39

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 10. HOW OUR SALOON LOOKS LIKE…………………..41

11.APPENDIX………………………………………………42

ACKNOWLEDGEMENT

We wish to express our sincere appreciation to those persons who have

contributed either directly or indirectly to this project. Most of all, we want

to thanks Mr.Farooq Jamal. He guided, motivated and assisted us in

developing this project. We are also greatly thankful to Mr. Raza Mustafa,

who

gave us useful information about this project.

Finally, we want to pay our compliments, to our friends, who encouraged us

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in completing this project. All the members of the group worked hard in

getting information from the concerned departments.

DEDICATION

TO OUR BELOVED PARENTS…………..

3
 EXECUTIVE SUMMARY
the hales was established to give a new look to the people of
Faisalabad .it was given a very high response by these people. They
are the key source of our income. As according to the economy of
Pakistan this business will grow very quickly. It will be competing the
top saloons and fitness centers of Pakistan very soon.
1. ECONOMIC OVERVIEW OF PAKISTAN
Riding on the strong economic fundamentals’ of last year Pakistan’s
economy has gathered greater momentum during the fiscal year 2007-
08.accelaration in growth accompanied by sharp pick up in industrial
production, a strong upsurge in investment and a further strengthening of the
external balance of payment have been the hallmarks of this year
performance, the pre payment of high cost external deptt., the strategic re
entry into the international capital markets through the floatation of a euro
bond and the re-basing of Pakistan’s national accounts have been the others
stellar occurrences of the fiscal year 2007-08.no efforts to revive the
economy will be complete unless these macroeconomic gains are transferred
to the messes in terms of an improves standard of living. The efforts of the
last five years have started yielding positive results and this year has seen
the incidence of poverty declining, enrollment in primary, middle and metric
level rising, and various quality of life indicators improving. During this
fiscal year, Pakistan succeeded in attaining higher than targeted growth in
real GDP, powered by seller growth in large scale manufacturing and a
continuing robust performance in services; a double-digit growth in per
capita income,$652;a strong rebound in investment, particularly in private
sector investment owing to a rare confluence of various positive
developments on the economic scene; low inflation and investment-friendly
interest rate environment; an unprecedented increase in the consumption of
electricity and gas reflecting rising levels of economic activity.

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2. SEGMENTATION
The segment which we have chosen is lower middle, upper middle
and middle class.

We have chosen this because in Pakistan this is the major identifiable class
which we can finely treat and get our profit out of it.
• Our segment was large enough to put in our special marketing mix.

• Due to its large size this segment was identifiable and measurable.

• The members of our targeted segments are in reach of our hands and
we can entertain them with our full efforts.

• It was also concluded that the customers to whom we are providing

our services are responsive and will respond to our offered services.

2.1GEOGRAPHIC SEGMENTATION

It means dividing the total market on the basis of region, size, rural
and urban climate, market density. From geographic point of view we are
considering Faisalabad as our targeted market.

2.1.1City: Faisalabad

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2.1.2Climate:
November – February (winter)

March – April (spring)

May – August (summer)

September – October (autumn)

2.2DEMOGRAPHIC SEGMENTATION

Demographic segmentation includes factors like age, gender, income,

education, ethnic back ground and family life cycle.

2.2.1 Gender:

We are focusing only, the females as they are the major customers.
And women are mostly more conscious about their health and beauty issues.

2.2.2 Age groups :( 13-45 and above)

These ages are our best targets as they are more conscious about their looks:

Teenage group of 13-15 are mostly encouraged in our saloon and fitness
center. They are the maximum customer of ours.

The people 16-22 are majorly students who have to maintain their looks and
figure.

23 and above are mostly working women who work at their respective
places so they have to go according to ongoing fashion and consider their
beauty.

22 and above, mostly women gets married and had to lead their marital life,
these women had to prepare themselves nicely and good looking for parties
and dinners etc with their hubbies.

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2.2.3 Income:
The people of Faisalabad are very wealthy. They had a lot of money
to spend. We are giving them chance to put their money in a positive way.
Our target market’s income mostly ranges from40, 000-120,000.

2.2.4 Social Classes:

• Lower Middle class

• Middle class
• Upper middle class

2.2.5 Special Class:

We have arranged a special class for those who want be YO’MAN.

These people have desires beyond social classes. They may be of lower
class upper middle class or any other…

They want to look unique and different from others and for this
purpose they don’t see any hurdles and barriers. They want to do what is in
their minds.

We will strongly promote these people either they are youngsters

teenagers or oldies.

2.2.6 Ethnic background:

Asians

Pakistani’s

Punjabi’s

Faisalabadi’s

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2.3PSYCHOGRAPHIC SEGMENTATION

Psychographic segmentation is the type in which consumer’s

perception, personality, lifestyle, values, geodemographics are taken into
account.
Motives:
The motives of our saloon & fitness center are same. We want to give
the people what they want.
• To look better.
• To go with pace of this modern world.
• Greater advantage lesser cost.

2.3.1Life Cycle:

We would take into account that how the life of our valued customers
is spent. What are their HOBIES, INTERESTS and their
SURROUNDINGS…

2.3.2 80/20/30 Principle:

A principle holding that 20 percent of all customers generate 80

percent of the demand and half of your profit is lost in serving the
bottom30% of your customer base.

Customers, who take expensive services like rebonding, bridal

makeup, and hair stitching etc., are less in number but give more business
than any other. So we want to apply this principle on these people and these
people are comparatively wealthier than others and we can generate good
business from these VALUED customers.

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3.MARKET MANAGEMENT PHILOSOPHIES
We are going to run our business on MARKETING CONCEPT
philosophy.

3.1Marketing Concept:

Focuses on needs/ wants of target markets & delivering satisfaction

better than competitors.

We will give our customers maximum possible satisfaction by

considering quality of our services.

3.2Relationship marketing:

We are focusing in relationship marketing. This type of marketing is

the mirror image of our type of marketing which we shall take into
consideration. A strategy that focuses on keeping and improving relationship
with current customers.

QUALITY POLICY
The policy of THE HALES Corporation is to ensure quality control and quality
assurance according to the international standards. The corporation is committed to top
quality services. All employees are quality conscious and work in a creative
environment dedicated to products improvements and customers’ current and future
needs.
Satisfied Customers ……………
Our Success

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4.CUSTOMER SATISFACTION

Customer satisfaction Cycle:

4.1 Customer Satisfaction Determinants:

These are the factors for customer satisfaction and loyalty. We would
strongly make these factors our policy.

• Experienced staff
• Knowledge of service provided
• Communication
• Reputation
• Type of role/function contact

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 • Who they compare us with
• Past and present experience

4.2 Tracking and measuring customer satisfaction:

To get to know about the satisfaction of our respected customers we shall

adopt the following methods:

• Complaint and suggestion system

• Customer satisfaction and loyalty surveys
• Ghost shopping
• Lost customer analysis

4.3 Strong Customer bonds:

To keep our customers strongly bonded to our organization and impart in

them loyalty to our saloon & fitness center we would consider the following:

• Adding Financial benefits:

This includes the frequency programs and club

memberships which will give them valued services at much
lower costs than in the market.

• Adding social benefits:

This includes personalizing the relationships with our

valued customers and treating them in a way we treat our
friends and relatives or someone very close to us..

• Adding structural ties:

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 For this purpose we will create long term contracts with
them, charge less for ongoing purchases and link product to
long term services.
4.4 Decision Support system:

Decision support system is an attractive, flexible computerized

information system that enables managers to obtain and manipulate
information as they are making decisions.

In the near future when our company will be established or when we

will feel its importance, we will install this Decision Support System in our
organization so we can make our decisions more credible, right and exact
with the given information.

This system will be our revolutionary step in making our executives

able to make better decisions at right time and due to which we will be able
to entertain our customers through our services better than ever.

Our Decision Support System will have the following characteristics:

• Interactive
• Flexible
• Discovery – oriented
• Accessible

5. REASEARCH ANALYSIS:

5.1 Marketing Research:

The process of planning, collecting, and analyzing data relevant to a

marketing decision.
Marketing research helped us in fulfilling the three roles, which are:

• Descriptive:
It helped us in gathering and presenting factual statements.

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 • Diagnostics:
This role helped us in explaining the data which was gathered from the
market analysis.

• Predictive:
After completing the above two, they helped us in predicting to estimate the
results of planned marketing decision.

Marketing research helped us in:

• Improve the quality of decision making

• Trace problems
• Focus on keeping existing customers
• Understand the ever-changing
marketplace.

5.2 Planning the Research Design:

Which research
questions
must be answered?

How and when

will data be
gathered?

How will
the data
be analyzed?

5.3 Survey Research:

The most popular technique for gathering primary data in which a

researcher interacts with people to obtain facts, opinions, and attitudes.

We interacted with a number of people in markets, malls, bazaars, to

complete our survey and get to know about their opinions.

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 • 5.3.1 Mall Intercept Interviews

Survey research method that involves interviewing people in the

common areas of shopping malls.
In this method we conducted interviews with different people in
grand malls and market of Faisalabad city including Kohinoor plaza, resent
mall, D-Ground market, Susan Market

• 5.3.2 Internet Surveys

An interviewing method in which the interviewer reads the questions

from a computer screen and enters the respondent’s data directly into the
computer.

For conducting internet surveys we created an internet poll on

www.orkut.com and www.facebook.com ,but these surveys were
blockbuster flops….so we removed these polls from internet. These polls
were a flop because people had many other things to do besides it.

5.4 Questionnaire Design:

There are three types of Questionnaire to be designed:

OPEN-END, CLOSED-END and SCALED RESPONSE QUESTION.

The type of questionnaire which we designed was closed-end

questionnaire. In this type of questionnaire ‘’ An interview question that
asks the respondent to make a selection from a limited list of responses’’.
We gave respondents a number of choices in which respondent has to select
from them.

Our questionnaire had the following characteristics:

• Clear and concise

• No ambiguous language
• Unbiased
• Reasonable terminology

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5.5 Analyzing Questionnaire:

1. How often do you visit a saloon or fitness center?

Once a week 15%
Once a month 50%
Twice a month 5%
Any other 30%
100
Once a week
80

60 Once a month
40
twice a month
20

0 Any other
percentage

2. Which location would you prefer?

Susan road 5%
D-Ground 45%
Kohinoor City 25%
Iqbal Stadium 25%

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 100 once a week
80
Susan Road
60
D-Ground
40

20
Kohinoor City

0 Iqbal Stadium
percentage

3. Should it be opened in..??

Commercial plaza 43%
Residential Area 57%
100

80 commercial
60

40

20 residential
0
percentage

4. What are the suitable timings for saloon & fitness center?
Ans: 10 am-9pm

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 5. What environment mood do you like?
Musical 80
Non- musical 20
100

80 musical
60

40

20 non-musical
0
percentage

6. Would you like any type of juices or shakes in fitness center?

Yes 80%
No 20%
100

80

60
Yes No
40

20

0
percentage

7. Would you like us to provide you with food supplements?

Yes 10%
No 90%

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 100

80

60
Yes No
40

20

0
percentage

8. How about introducing YOGA in fitness center?

Nice 75%
Unnecessary 25%
Any other 0%
100
nice
80

60
unnecessary
40

20
any other
0
pe rce ntage

9. Which type of interior decor would you like in beauty saloon &
fitness center?
Classic 45%
Modern 54%
Any other 1%

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 100
Classic
80

60
Modern
40

20
Any other
0
percentage

10.Should there be a children area?

Yes 61%
No 39%
100

80

60
Yes No
40

20

0
percentage

11.Which saloon & fitness center do you often visit?

Depilex 40%
Sola Singhar 23%

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 Hollywood 37%
100
Depilex
80

60
Sola Singhar
40

20
Hollywood
0
percentage

5.6 Conclusion from Survey:

• Our saloon & fitness center namely hales will be opened in Susan Road.
• It will be in a residential area not a commercial area.
• The timings will be 10am – 9pm.
• The environmental mood will be Musical because most people rejected non-
musical mood.
• We would be providing our customers with juices and shakes.
• Food supplements are rejected by our customers so they will not be given
any kind of food supplements.
• Majority says yoga to be taught, so we will do it.
• The type of Décor in the saloon & fitness center will be a mixture of classic
and modern as both have approx same replies.

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• There would be a small children area for the Childs of house wives.
• As most of the people visits Depilex and Hollywood so these saloons will
give us a tough tome and we have to compete them.
5.7 Mystery shoppers:

We also conducted mystery shoppers’ surveys. In this’’ Researchers

posing as customers who gather observational data about a store and collect
data about customer/employee interactions’’
We conducted this type of survey in Depilex, Sola Singhar in
Faisalabad. These surveys gave us maximum help in our survey which
helped us in completing our further surveys.

6. ENVIROMENTAL ANALYSIS
Environmental analysis has two parts:

1. Micro environmental analysis

2. Macro environmental analysis

6.1 Micro environmental analysis:

The micro environmental analysis covers these factors;

• 6.1.1 Company:

Our company is established at medium level. We have medium

number of employees. We follow nominal group of decision making
techniques which mainly includes Decision Support System. By
installing this system we will be having lead to our respected
competitors. We warmly welcome innovative ideas as our company
has the base of it.

• 6.1.2 Competition:

We strongly analyze the competitive market of our saloon &

fitness center. Our strongest competitors are Depilex and Sola
Singhar. They have captured the market but we have introduced extra

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 services at nominal cost by which we will be able to capture their
customers.

• 6.1.3 Customers:

Our company’s ultimate objective is to fulfill and satisfy

customer’s need. We have designed our services according to our
customer’s best concerns.

• 6.1.4 Co-ordination of activities:

We are emphasizing on the overall coordination of the

marketing and non-marketing activities so that we may proceed in
real direction. We are maintaining real consensus on all the issues,
that is the reason we strongly say that we will be successful in the
market.

6.2 Macro Environmental Analysis

Macro environmental analysis includes the following factors:

• 6.2.1 Demographic analysis:

In Pakistan there area about 70% of the teenagers, girls,

working women, house wives visits saloon and fitness center so we
have targeted them.

• 6.2.2 Economic analysis:

Our mission is to services with better quality and cheaper rates.

Under these circumstances a lot of effort is needed to achieve our
mission. It consist of factors that effect consumer buying behavior and
spending patterns.

• 6.2.3 Technological analysis:

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 The technology which we are using is brought from all the top
class saloon & fitness accessories manufacturers.

7. Marketing Mix: (4 P’s)

• Product

• Placement

• Promotion

• Price

7.1 PRODUCT

7.1.1 Our Products:

Our product is our services which we provide to our
customers. These are:
• Saloon services

• Fitness center services

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 7.1.2 Saloon Services:

1. Make-up:

• Complete bridal package

• Engagement

• Party make-up

• Makeover

2. Hair Styling:

• Cutting

• Styling

• Permanent waves

• Straightening

• Coloring

• Hair relaxing

• Hair treatment

• Blow dry

• Highlights

• Lowlights

3. Facials:

• Derma logical

• Isabelle Lancray

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 • Herbal

• Whitening

• Cleansing

• Oxygenated

• Johnson’s n Johnson’s

4. Threading

5. Waxing

6. Bleaching

7. Mehandi Art

8. Manicure/pedicure:

• Paraffin wax

• French manicure

French style nails enameling

 7.1.3 Fitness Center Services:

•Weight reduction

•Slender tone

•General body fitness

•Yoga

7.1.4 Product Classification:

 Consumer Product:

Our services are to satisfy our customer. We aim to give our

customers the best they want and deserve, but at their affordable prices. The

25
satisfaction of our customer is our goal. We want to give them a modern and
spacious look.
7.1.5 Types of our Consumer Product:
 Convenience Product:

Some services are relatively inexpensive like

threading and waxing which has little shopping merits and fewer prices.

 Shopping Product:

As we deal with beauty and health so customer is

conscious and careful in choosing us among our big competitors like:

• Diplex

• Sola Singhar

• Hollywood styles

• La Femme

o 7.1.6 Homogeneous products:

Our some services are almost same like

our competitors e.g. threading and waxing or other fitness related
service like weight reduction. But our customer will chose us for all
this stuff just because of affordable price range and the best quality
they want in it.

o 7.1.7 Heterogeneous products:

Our few services are different from others like;

 Derma logical facial

 Isabelle Lancray facial

26
  Oxygenated facial

 Hair relaxing and hair treatments

 French manicure with special nail enameling art

 Yoga in fitness center

These are the services which our customer will seek to try and
inspect for quality and suitability.

 Specialty Product:

Our services are our specialty and customers

search it extensively and are reluctant to accept any other substitute. Some
heterogeneous services (mentioned above) are our specialty for which our
customer will say, “NO SUBSTITUTE PLEASE!”

7.2 Adjustment to Product Mix:

• 7.2.1 Product Modification:

 Style Modification:

With the changing international

styles of make-up, so we will do change accordingly.

• 7.2.2 Product Repositioning:

 Changes in Social Environment:

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 As the environment changes all beauty trends change with it. Also any
types of social event or occurrence can raise the need for the repositioning.
 Declining Sales:

The decline in sales due to any reason can compel us to

renew our previous image.

 Changing Demographics:

With the change in demographics of our society

like any kind of social or financial crises can change our income levels, our
needs and wants and hence our demands. So repositioning will be done in
this case.

7.3 BRANDING:

o 7.3.1 Brand Name:

Our brand name is “THE HALES!”

o 7.3.2 Brand Mark:

o 7.3.3 Brand Slogan:

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 “A Strong & Beautiful U!”

o 7.3.4 Effectiveness of our Brand Name:

♦ A meaningful name is the soul of advertisement.

♦ As our brand name is “THE HALES” which means “the strong &
beautiful” so it shows our mission statement and depicts our services
as well.

 “Strong” stands for fitness center objectives;

 “Beautiful” stands for beauty saloon objectives.

♦ Is easy to pronounce

♦ Is easy to recognize and remember

♦ Is short, distinctive, and unique

♦ Describes the product, use, and benefits

♦ Has a positive connotation

♦ Reinforces the product image

♦ Is legally protect able

7.3.5Type of Brand:

• Manufacturer’s Brand:

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 Our brand is
manufacturer’s brand as we own this brand.

• Advantages of Manufacturers’ Brands:

 It will develop customer loyalty due to the close and

direct interaction with our customers;

 Will attract new customers due to the word of mouth by

our loyal customers,

 Enhance prestige,

 We will offer rapid delivery of services and less

inventory will be required,

 Our direct contact with our customer will facilitate us to

know about customers’ complaints and their
suggestions which ultimately will help us to improve our
quality parameters and management skills,

It will ensure us our dealer loyalty.

7.4 PRICING
In the broadest sense, price allocates resources in a free-market economy
 To the seller...
Price is revenue and profit source.

 To the consumer...
Price is the cost of something.

In our business we have decided the prices to be such extent that it fulfils
our cost easily and also attract the customers. For this purpose we have

30
deeply studied the market and carefully decided our products and services
prices.
7.4.1 Revenue

The marketing and promotion strategy of our product is such that we shall
gain our total cost in 6 months period in the form of revenue.

7.4.2 Profit
After 6 months as we have calculated we shall get all our cost and
then will start earning profit from our business.

We know very well the important of pricing so we have set them

according to a proper planning, that prices are not too high or not too low, a
price that equals the perceived value to target consumers.

7.5.3 PRICING OBJECTIVES

There are three different types of pricing objectives. They are briefly
explained in following.
Profit-Oriented Pricing
Profit Maximization is mainly focused in this type of strategy.
Satisfactory Profits are gained with this type of pricing. Target Return on
Investment is very important.

Sales-Oriented Pricing
In this type of pricing the share of the product in the market is
increased and sale is maximized.

Status Quo Pricing

In this type the prices are maintained on same level and steps are
taken to meet the competition prices.

Now, as our products and services are new to market and people, so
we are applying the sales oriented pricing in our business. According to
31
this strategy, we shall try to maximize our sales through proper marketing of
our products and services and hence capture the more and more market
share for our business

7.5.4 THE COST DETERMINANT OF PRICE

Cost is basically of two types as listed below;

1)Fixed cost does not deviate as level of output changes.

2)Variable cost deviates with changes in level of output.
Methods Used to Set Prices

Following methods are used to set prices

 Markup pricing
The cost of buying the product from the producer plus amounts for
profit and for expenses not otherwise accounted for.

 Key stoning
The practice of marking up prices by 100%, or doubling the cost.
 Profit Maximization Pricing
A method of setting prices that occurs when marginal revenue
equals marginal cost.
 Break-Even Pricing
Break-Even Quantity= Total Fixed Costs
Fixed cost Contribution
 Target-Return Pricing
Fixed cost Contribution = Price - Avg. Variable Cost

Now in our business all of the above points are taken under consideration
and the pricing of products and services is done. We have adopted all
possible ways in deciding the prices of all products and services.

7.6 REGAINING PRICE CONTROL

7.6.1 Methods Used to Regain Price Control

Following methods we are using to regain our price control;

32
  Avoid business with price-cutting discounters
Our strategy is not to deal with price cutting discounters.

 Package marked with selling price

Our products are marked with selling prices and services are also
provided on a fixed price only.

 Develop brand loyalty

We shall try to develop brand loyalty in our customers by our good
services and beautiful environment and soft dealing.

7.6.2 Pricing strategy

We have adopted such framework that our products and services get
more and more popularity in less time due to attractive prices. At start prices
are set lower than our competitors, but as soon as our products start to
capture a strong position in customers mind, the prices may be altered
according to business conditions. The direction of price movements is
towards capturing more and more customers at the start of business.

7.6.3 Penetration pricing

In our business, we have found the penetration pricing strategy best for
promotion of our services and products. A pricing policy whereby a firm
charges a relatively low price for a product initially as a way to reach the
mass market.

7.7 Setting of prices

For the setting of prices, we are applying the following steps;

 Establish pricing goals

First of all pricing goals are set. Our main goals are to earn
revenue equal to our cost in first 6 months. So we are setting our prices
in such a way that we achieve our goals. Then after 6 months we can
change our pricing plan.

33
  Estimate demand, costs, and profits

Estimation of cost, demand and profits are made before setting

the prices, because all these depend on pricing.

 Choose a price strategy to help determine a base price

At the start of business, the prices set are called base prices. So
base prices are set to be such extent that they may serve as good
attraction to customers.

 Fine-tune the base price with pricing tactics

Tactics are adopted in determining the base prices, such as low

prices than other same standard brands, attractive packages for regular
customers, better quality in same price

7.7.1M a k e u p
Complete Bridal Package(Rs 25,000/-)
Engagement (Rs 5000)
Fashion Shows (Rs 3000)
Makeovers (complimentary)
Trials(free)

7.7.2 Ha i r S t y l i n g
Cuts (Rs800)
Styling (Rs 1500)
Permanent Waves( Rs 2500)
Straightening (Rs1000)
Coloring (Rs 500)
Hair Relaxing (Rs 500)
Hair Treatment (Rs 1000)
Blow Dry (Rs 150)
Highlights
Lowlights
7.7.3 F a c i a l s

34
Dermalogical
Isabelle Lancray
High Frequency
Derma tone
Machine Peeling
Back Peeling
Whitening
Aromatherapy

7.7.4 W e i g h t R e d u c t i o n
Machines
Body Transition
Slender Tone
Yoga
Silk Light
(Membership fee: 3000/- per month)
7.7.5 H a i r R e m o v a l
Waxing (Rs 150)
Threading (Rs 150)
Bleach (Rs 500)
Electrolysis (Rs 1000)
IPL Technology(complimentary)

7.7.6 M a s s a g e
Swedish Body Massage (Rs 2000)
Aromatic Body Massage(Rs 3500)

7.8PLACEMENT

o 7.8.1 Location/Site:

We have opened our beauty saloon & fitness

center in Faisalabad at Susan road.

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o 7.8.2 Building Structure:

We have got a house at rent, which is a

double story spacious building with a basement

7.8.3 Interior Décor:

We have hired experts for its interior decor. Its

interior décor has been done in Italian Style. Special consideration
has been paid to its furnishing and lightening.

o 7.8.4 Reason to choose this Site:

We have selected Susan road

for our business because there is no strong competition in this area.
As there is no well known and remarkable saloon or fitness center in
this particular area so it is advantageous to us to open our saloon and
fitness center here.

o 7.8.5 Integration into Sections:

We have chosen basement for establishment of fitness center

& ground floor for beauty saloon. The basement hall will serve for the
purpose of fitness center and the ground floor for beauty saloon. We
have integrated our beauty saloon into different sections regarding
different services. Immediately after entrance we have got our
reception .Receptionist will deal you regarding all appointments and
bookings.

36
 o 7.8.6 SPACE ALLOCATION REGARDING SERVICES:

• Entrance lobby will serve as reception counter;

• Hall is specified for make-up,

• Separate room for Hair Styling including Cutting, Hair

Coloring, Permanent waves, Straightening, Hair relaxing, Hair
treatment, Blow dry, Highlights, Lowlights

• Separate room for waxing

• Separate room for threading ,bleaching, manicure and

pedicure

• Separate room for facials

7.9 PROMOTION

Essence of a starting business is its promotion & marketing strategies;

we are well aware of this fact and have chosen following marketing
strategies.

 First of all we will have an inaugural show for which proper

invitation cards will be issued to guests.

 The chief guest of our Inauguration Ceremony will be the head

of Jay Naskar’s Institute of beauty and skin care.

 In inaugural show especially prepared CD in which all positive

aspects of our beauty saloon & fitness center are narrated will be
showed to guests.

 After Inauguration Ceremony a grand dinner, catered by

LAYALPUR GYMKHANA will be served.
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  At the start of our business we will offer our “CELEBRATION
PACKAGE” for 30 days which include following offers.

1. Get facial have manicure, pedicure free

2. Get hair styling have threading free

3. Get bridal make up have additional services like facial

and Mehandi free.

4. Get party make up have facial free.

 Coverage of inauguration show along with details of

celebration packages will be advertised through local cable channels
and local newspapers.

 Pamphlets regarding celebration package details will be

distributed in near by areas including girls’ schools, colleges &
universities, local transport, public areas and housing colonies.

 Proper advertisement will be done through billboards, local

newspapers and local cable T.V channels.

 Campaigning will be done in girls’ schools and colleges in

which free beauty and health tips by experts will be given. Also free
membership of beauty saloon and fitness center will be registered.

We will be launching our website on which customers can get

themselves registered.

7.9.1 PROMOTION PLAN

‘’THE HALES’’ made a very strong promotional plan for its beauty
saloon & fitness center in Faisalabad city.

The main mediums used for promoting it are as under:

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 Promotional Budget:
Total budget for promotion 20 lac
Budget for electronic media 4.5 lac
Budget for print media 4 lac
Budget for Brand Ambassador 6 lac
Budget for bill boards 5.5 lac

ELECTRONIC MEDIA:
We have selected following channels for our promotional campaign in the
local cable of Faisalabad.

Cable
Channels 5
Cost per day 1000 Rs
No of days 60
Total cost 3 lac

Radio

Radio channels Fm 101, Fm 89, and Fm103

Cost of advertisement 500
No of days 90
Total cost 1.35 lac

Developing a website 15,000

PRINT MEDIA:

Newspaper
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The News (Sunday) back page(colored)
Rate 30,000 per day
4 days a month 30,000 x 4= 1.2 lac

Nawa-e-waqt (Sunday) center page (colored)

Rate 15,000 per day
4 days a month 15,000 x 4 = 0.6 lac

Magazines
Akhbar-e-Jahan Centre page (colored)
Rate 30,000 per week
One month rate 30,000 x 4= 1.2 lac

Posters
Amount 10,000
Size of poster (1.5 X 1) ft
Cost per poster 2.20 Rs
Total cost 10,000 X 2.20= .22 lac

Brouchers
Amount 50,000
Size of poster (11 X 8.5) inches
Cost per broucher 1.5 Rs
Total cost 50,000 X 1.5 = 0.75 lac

BILL BOARDS
Size 3 Bill boards (10 X 20)ft
Monthly rate 30,000
No of months 3
Cost 3 x 25,000 x 3=2.25 lac

Size 2 Bill boards (15 X 45)ft

Monthly rate 40,000
No of months 3
Cost 3 x 2 x 40,000= 2.4 lac

Total cost of bill boards 5.65 lac

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BRAND AMBASSADOR

Name of model “Juggan Kazim”

Duration 1 year
Total cost 6 lac

8. S.W.O.T. ANALYSIS

The SWOT analysis covers strengths, weaknesses, opportunities and the

threats. Strengths and weaknesses are generally internal factors, which we
can address by changing our business activities. Opportunities and threats
are generally external. But before setting strategies there should be a
process, which should be carried on while setting strategies. This process is
normally known as SWOT analysis.

S: Strengths W: Weaknesses
O: Opportunities T: Threats

S: Strengths:
• Forces of company are very energetic and active, it
works with distributors they get orders from retailers and
give to the company.

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 • Employers of company are highly committed with their
work. They all are hard workers. They are quality
conscious and work in a creative environment dedicated
to products improvement and customer’s current and
future needs.

• Company has skilled and experienced sales and

marketing managers, which have worked with leading
saloons of Pakistan.

W: Weaknesses:

• Advertising is major weakness of The HALES. We spent

very small amount on advertising so their competitors get
edge on it. Their adds are not so powerful and don’t appeal
viewer. We should increase quality of their advertisement.

• We have price edge on competitors but we don’t use this

property in a price conscious market.

• Previously we were doing nothing for increasing our quality

but now we do have plans.

• We have no forward plan to improve their market share and

to compete with their competitors but we can compete
because we have price edge but we should improve their
quality first.

O: Opportunities:

The advertisement opportunity can also be availed again as it

was in the launch of product by giving good and profitable ads.

T: Threats:

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The major threat of company is their competitor depilex and Sola Singhar,
which has 70% market; share is sales.

The Hales can break this threat by using effective planning for several
years.

9. Feasibility report

House rent 50000/-

Security 300000/-
Area 1 kanal
Stories 3(including basement)
Location Susan Road
No of rooms 6
Parking area in front of house 10 marlas

Equipment for
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• Fitness center Machinery
Motorized tread mill (ROM-116B) 3x47000/-
Elliptical trainer bike (RHB-8000) 4x8400/-
Home gym machine (RHD-4300) 5x25000/-
Luxurious Massage Chair 7x9500/-
Sit up bench (RHD-2810) 2x8000/-
Mini stepper (DM-2620) 3x7000/-
• Entertainment stuff
LCD (46’’LA46A550) 2x195000/-
Laptop (Travelmate4020 3x50, 000/-
Sound system (HT-TX35T) 2x36500/-
Fridge (HM-64M) 2x40000/-
Split air conditioner 4x50000/-
Interior décor 100000/-
• Saloon Equipment
Interior décor 500000/-
Furniture 600000/-
8 1in 1 facial beauty machine 3x30000/-
Facial Steamer 4x20000/-
Hair steamer 4x10000/-
Hair styling chair 10 x 8000/-
Makeup chair 10 x 15000/-
Manicure trolley 3 x 7000/-
Cutting equipment 50000/-
Capes 20x3000/-

• Staff
No of workers 15
Salary 7000/worker
Watchman 5000/-
Driver 5500/driver
No of conveyance 4
Cost of conveyance 800000/-

Cost of fitness center 1296100/-

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Cost of saloon 1671000/-
Cost of transport 800000/-
Rents (1year) 600000/-
Salaries 132000/-
Cost of promotion& advertisement 2000000/-

Total capital used 6499100/-

Capital in hand 3500900/-

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10.How our saloon looks like

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Appendix:

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