Toni & Guy Hair Salon

Question: Describe about the Toni Guy Hair Salon. Answer: Executive Summary The paper discusses the company profile of Tony and Guys Hair Dressing Company. It is a London based company founded by Mascolo brothers and has 430 salons all over the world and few academies around the globe. The company is specialized in hairdressing technique and maintains a high standard. The paper also discusses the marketing activities of the company across the globe and the problems faced by the company in the process. Company Profile Toni Guy Hair Dressing is a London based company founded by Mascolo brothers. The company has 430 salons all over the world and few academies around the globe. The company is specialized in hairdressing technique and maintains a high standard (toniandguy.com 2016). In Malaysia, Toni and Guy was founded in 2000 by David Mercer, who has been awarded the title of Asian Hairdresser of the Year and was the former Educational Director of the London Academy of Toni and Guy. The other managing director of the Malaysian group was Rickie Goh, William Wong and Steve Gibbs. They all contributed with their proper guidance, creative vision and talent to the success of the company and established it as an vanguard of the industry which has continued to serve with highest level of professional and expertise (toniandguy.com 2016). In Malaysia, the company is located in Kuala Lumpur, the heart of Malaysia and have salon at Bangsar, Mont Kiara, Nexis and Troika. It runs an Academy that provides complete range of training and comprehensive education for the salon team and the aspiring hairdressers. The company has its unique style with creativity and individuality and has personalized the style according to the requirement of the clients. The company has innovated several styles like 2015 socialized. , 2014- Lwexicon, 2013- 50 and 50. 2012- Arteliar, 2011- Alignment and 2010- Project 10 and many more innovative designs to attract consumers (toniandguy.com 2016). The Toni and Guy Academy is founded by David Mercer who has nearly 25 years of experience as a hair dresser. The Academy is an ultimate place for learning technical skills of hair dressing and to have an artistic flair in the style. The Institute is driven by the mantra of Davd Mercer that says educate to motivate and motivate to educate (toniandguy.com 2016). Problem background of existing marketing activities Tony and Guys have adopted a marketing strategy that helps to communicate with the customers that the company not only provide services to the local people but also provide it at a reasonable price with convenient hair style. The main aim of marketing activities was to increase per quarter by at least 9% the repeat customers, increase the product awareness and visibilities by 14% and to push the non-performing branches for maintaining steady and positive growth (Kotler and Keller 2012). The target markets for the company are men, women of upper-end and lower-end, children and young mothers. The company wants to portray itself as a typical family salon where the children have the playing facilities and they safely spend their time when their parents are having hairdressing treatment. The company has positioned its salon at affordable and convenient place and provide one stop service for the customers (Hooley et al. 2012). The company has followed a competitive pricing model and provides service at an affordable price. It has always tried to place its service all over the globe and give the best of the product to the customer at reasonable price. Thus holds competitive advantage in the market (Kotler and Keller 2012). However in maintaining the marketing activities, the company face several challenges like keeping tracks of return on investment of every single marketing activity especially during the absence of two-way communication between sales report and marketing activities. The other problem is securing more budgets for marketing activities. It is generally difficult to secure more budgets for marketing activity as it the money used for marketing purpose goes as sunk cost and hardly has any return (Hawkins 2012). Managing the website for marketing activities is another problem that the company generally faces. The issues involved in website management include a number of factors, like, writing, designing the webpage, and optimizing the content of the website. Another challenge is to identify the suitable technologies according to the requirement. The selection of right technology solves a lot of unnecessary problems that may arise due to technological fault (Doole and Lowe 2012). Marketing strategies may be perfect while planning but when implemented; it may lead to several problems. The implementation of the marketing plan can be successful if the marketing team is trained properly as they are the people who are going to interact with the customers and make the plan successful. One important challenge faced by the company is targeting the customers in the international market. It is very important to understand the taste and preference of the customers across the globe. The customer preference varies in different countries and understanding it is a challenge for the company. The marketing strategy can be successful only if it satisfies the need of the customer. Hence different strategies are required according to the preferences of the customers in different countries (Kotler and Keller 2012). The company need to hire people with requisite talent for marketing. It is one of the biggest challenges faced by the company. When the company moves to inbound marketing, they need people with creative and technical skill which really become a problem for the company. Hiring right marketing person solves the majority of the problem for the company (Chaffey et al. 2012). References Chaffey, D., Ellis-Chadwick, F. and Chaffey, D. 2012. Digital marketing. Harlow: Pearson. Doole, I. and Lowe, R. 2012. International marketing strategy. Andover, Hampshire, UK: Cengage Learning. Hawkins, D. 2012. Consumer behavior. New York: McGraw-Hill Irwin. Hooley, G., Piercy, N. and Nicoulaud, B. 2012. Marketing strategy competitive positioning. Harlow, England: Pearson Financial Times/Prentice Hall. Kotler, P. and Keller, K. 2012. Marketing management. Upper Saddle River, N.J.: Prentice Hall. TONIGUY Hairdressing Malaysia. 2016. PROFILES - TONIGUY Hairdressing Malaysia.