Angeles University Foundation

McARTHUR HIGHWAY, ANGELES CITY, PHILIPPINES 2009

MARKETING ASSESSMENT:
DAN JOSE SALON
Submitted By: Submitted to:

Jerald Ringor Bartolome (Leader) Ms. Wilhemina Lazatin, MBA

Renz Maldonado (Assistant Leader)

Elyra Jose (Secretary)

Reggie Alfafara

Kenneth Salvador

Kim Pineda
I. EXECUTIVE SUMMARY

II. COMPANY PROFILE

A. OPERATING HOURS OR SCHEDULE

TABLE 1. Shows the Company Operating Hours of Dan Jose Salon

DAYS HOURS
Sunday 9:30am-7:30pm
Monday 9:30am-7:30pm
Tuesday 9:30am-7:30pm
Wednesday 9:30am-7:30pm
Thursday 9:30am-7:30pm
Friday 9:30am-7:30pm
Saturday 9:30am-7:30pm

B. OWNER OF THE COMPANY

Dan Jose Salon is named after its incumbent owner Mr. Danilo G. Jose
who was a graduate of Holy Angel University.

C. HISTORY

Dan Jose Salon was constructed in 1997 as a small hair and make-up
salon. The firm resided together with Mr. Jojo Macapinlacs Gowns and Dresses
Boutique and he solely managed his firm, doing all around tasks. But after three
years of gathering experiences in the industry of Hair and Make-up, Mr. Jose
decided to construct his own salon in 1998 at Henson Street situated on the side
of a dental clinic owned by Dr. Enrico Cruz. On that year, he was accompanied
by four (4) experienced hair and make-up artists. But as opportunity opens for
Mr. Jose, he switched his firm in Sandra Mall on 2000. He was able to hire six
employees, two of which were hairstylist and two amongst were manicurist and
the rest were all around staffs. During that time, he was offering different services
like hair relaxations, hair coloring and cellophane. But he ended up switching
again after three years. As technology rises and different beauty trends boom, he
transferred his business in McArthur Highway on 2006 up until present. The firm
is now offering different kinds of beauty services like hair rebonding, Brazilian
and more so.

D. MISSION

Dan Jose Salon has mission of providing exemplary beauty services, and
exceed customer satisfaction each time their customers visit their salon and
provide a quality service at an affordable price.

E. VISION

To create the beautiful YOU.

Dan Jose Salon believes that being beautiful is an essential part of

modern lifestyle and they are committed in bringing beauty regency that lasts
long.

F. GOAL

Dan Jose Salons goals are:

To exceed the satisfaction of our customers through exceptional

services, great atmosphere and superior technical skills
To attract customers and achieve customer loyalty
To have full book and be busy
To grow our profits by 10% monthly and be successful
To invest with empowered staffs with the greatest beauty potentials

H. OBJECTIVES

Dan Jose Salon aims to be known in providing exemplary beauty services with
the aid of high quality and empowered technologies and using top-of-the-line
products
 I. LOGO

Mr. Danilo Jose is the brainchild of the official logo of Dan Jose Salon.
Created and named after him, the logo represents Mr. Joses struggle on
establishing his name in the hair and make-up industry. The logo is embed in
black which represents authority, power, elegance and sophistication and yellow
depicting innovation and happiness.

III. TRENDS IN THE MARKET

Dan Jose Salon is much known in the industry of hair and make-up. To
substantiate the idea here are some of the supporting articles:

The market trend for the hair industry is one of consolidation. Consolidation can
be seen with the high end hair salons as well as the full service, full family companies
such as Best Cuts. Over the last five years there have been expansions of upscale
chain salons in major metropolitan areas. The expansion takes the form of opening new
stores, as well as purchasing independently owned salons and transferring them over
the chain (Palo Alto, 2017)

When Fashion forward men enter the workforce, they might find it difficult to
abide the company code and find a style that suits them at the same time (Chandler,
2016)

According to a report from the Professional Beauty Association, the salon

industry is growing, since the recession, the industry has rebounded and analysts
expect continued growth for at least five years (Furgison, 2016).

- Dan Jose Salon is a business created to satisfy the consumers thirst for
beauty and sophistication. As a growing business, they offer different services
that suit every customers beauty and hair needs.

Hair Salons provide men and women with services to clean, condition,
strengthen, cut style and color their hair. A prospective owner could lure clients with
easy access, convenient parking, a skilled staff and affordable pricing (Brookins, 2017).

The area in which you plan to open your hair salon may already have salons but,
if have a creative niche; the competition will not be a significant factor (Brookins, 2017).
Dan Jose Salon considered several services to get an edge towards the competition in
the current market such as make-up services and manicure and pedicure service.

Successful salon and spa owners build their reputation on operating high- quality
businesses, using top-of-the-line products (Barga, 2017). Dan Jose Salon is dedicated
in providing high quality service with the aid of established and quality tested products.

I dont hire for talent- I can teach a new hire the skills I want, but I cannot train
someone to love and nurture my clients (Alleman, 2017).
 - Dan Jose Salon conducts training to experts and professional in the hair and
beauty industry. It is how they invest and motivate their employees to be
skilled in their crafts while maintaining their long-term dedication to the
business.

The hair dyes segments dominate the global professional haircare market and
continues to drive market revenues. Hair fashion trends and evolving consumer lifestyle
drive the demand for coloring products. The need for continuous maintenance of hair
color also increases the sale of professional after-care products and services
(Technology Marketing, 2017)

Hair coloring is no longer just a replacement for anti-aging; it is now a matter of

lifestyle and wellness (Chandler, 2017)

Marketer of hair shampoos is now targeting salons to reach their end-users

(Technology Marketing, 2017).

- Dan Jose Salon also offers hair beauty remedies and services to their
customers. They offer hair color that customers can customize depending on
their styles.

The use of smartphones for online shopping has also grown over the years. Most
of the orders placed via smartphones are for apparels, skin care products, fragrances
and haircare (Technavio, 2017)

- Dan Jose Salon as a growing business also utilizes social media like
Facebook to acquire customer and to generate sales. As generation of
technological savvy increases, businesses engage to this channel for most
consumers view media most of the time f their activities.

IV. TARGET MARKET

PRIMARY TARGET MARKET

TABLE 2. Shows the Primary Target Market of Dan Jose Salon.

 FACTORS PRIMARY TARGET MARKET
1. AGE 16-45
2. SEX Male or Female
3. INCOME Middle- Upper Class
4. CIVIL STATUS Single or Married
5. EDUCATION College Graduate
6. PROFESSION Business Professionals, Angeles
University Foundation(AUF) Medical
Hospital Employees, AUF students
7. LOCATION Urban
8. PSYCHOGRAPHIC Beauty Sensitive, Fashion Forward,
faddy
SECONDARY TARGET MARKET

TABLE 3. Shows the Secondary Target Market of Dan Jose Salon.

FACTORS SECONDARY TARGET MARKET

1. AGE 16-45
2. SEX Male or Female
3. INCOME Lower class- Middle Class
4. CIVIL STATUS Married
5. EDUCATION High school graduates and
Undergraduates
6. PROFESSION Household Mothers with children,
7. LOCATION Urban
8. PSYCHOGRAPHIC Sense of being clean

V. COMPETITORS

A. DIRECT COMPETITORS
 - are two or more businesses offering products and services that are
essentially the same; as such, the businesses are competing for the same potential
market (Techtarget, 2016)

Coiffeur Hairdesign- Located at Lot 6-B, Santo Entierro, Angeles City.

The company also offers beauty and hair services.

Mary Pauline Salon and Day Spa AUF branch- Located at 2nd floor
Alcon Building, McArthur Highway, Angeles City

Enji Doblui Salon and Designs- Located at 2227 Santo Entierro St., Sto.
Cristo, Angeles City. This firm offers beauty salons, fashion dresses and
gown and make-up services.

Facial Glow- located at Santo Entierro St, Angeles City

Mega X Salon- McAthur Highway, Corner Fajardo St., Barangay

Salapungan, Angeles City

Final Cut- offers both hair and beauty salon located at Jose Abad Santos
St., Angeles City.

B. INDIRECT COMPETITORS

- Two or more businesses whose products and services are not the same
but could satisfy the same consumer needs (Techtarget, 2016)

Le Classic Pompadour Barbershop- Located in Sto. Entierro, Angles

City, is one of the popular hair salons in the city. It mainly offers hair
services to its customers which is why it may serve as a substitute place
for Dan Jose Salons Customers when it comes to hair service.

Gupit Bulinggit Salon and Barbershop- Located at Sto. Entierro,

Angeles City, this salons over a primarily a hair services which mainly
focused on kids which are the secondary target market of Dan Jose Salon.

Pomade Cartel- Situated in Sto. Entierro, Angeles City, this shop is

considered as an indirect competitor for which it allows consumers to not
acquire hair services and simply use alternative material such as pomade
to style their hairs.
 Traditional Barbers- they rarely serve appointments it is generally a walk-
in service. It is considered an indirect competitor since it provides an
alternative mean of acquiring hair service for customers.

REFERENCES