Hairsalon

Chatters Salon and Spa Kelowna in Orchard Park Shopping Centre is undergoing a complete renovation and relocation of its salon. It is unveiling a new concept that will include modern lighting,flooring, shelving and merchandise display. The grand opening will be on April 1, 2011 and will include interaction with the community of current and potential clients. Stylists and employees will be onhand to engage with customers in order to increase sales and first-time trials.

The current marketing strategy of Chatters includes the blend of salon services and retail products in a one-stop shoplocation. An alliance with L’Oreal and other industry professional products allows Chatters to sell merchandise at an affordable price with an extensive amount of products to choose from. The grandopening will provide easier accessibility to its clientele as well as a better performing salon with a new looks that will feature a high fashion and a sophisticated atmosphere. Chatters Canada is afranchisor entering its twentieth year, and is a well established brand across Canada. The mission of Chatters is to create an enjoyable salon experience for each customer that enters any Chatters store.There is strong competition within this industry and the Kelowna area itself, but Chatters has successfully re-positioned itself with the renovation of the new salon to be known as an upscale, fullservice salon.

A situational analysis was completed to determine Chatters core internal strengths and weaknesses and exposing external opportunities and threats. This is to help determine whereChatters can expand and improve on while using its strengths in the process.

Chatters positioning strategy includes two target markets. The primary target market is women aged 25-55 with a relativelyhigh disposable income. They value hygiene, self-confidence and the finer things in life. They are looking for belongingness and esteem levels on Maslow’s Hierarchy of Needs. The secondary target...