You are a successful entrepreneur that introduced the product Boldly to the market. Boldly is a boxed hair dye kit that is sold online direct-to-consumers. Customers fill out an extensive survey and are matched with a hair dye kit that best fits their needs. Customers do not have to pay outrageously high prices at salons, nor do they need to purchase hair dye kits in person at discount stores. Each kit costs $15.00 with shipping.
The majority of Boldly's advertising and promotions is on social media with a focus on Instagram. Instagram posts showcase the varying dye colors offered by Boldly, before and after pictures and the ability to purchase products. Boldly also has advertised in specialty women’s magazines that focus on style and fashion.
One of the biggest surprises when Boldly launched was the number of males purchasing the products. It seems that males still feel uneasy about having their hair colored in a salon and purchasing hair dye products in person. Roughly 40% of the products are sold to males.
With Boldly's success, you were able to open two Boldly salons; each one located in a large metropolitan area. The Boldly salons provide customers the service of a professional stylist coloring their hair with a Boldly product. The service prices vary between $50.00 - $100.00 depending on length of hair, special highlights and post-dye styling. While the Boldly salons have both been successful in each location, it is quite surprising that 90% of the clientele is female.
Given that a large number of Boldly products sold direct-to-consumer are sold to males, it is surprising that only 10% of the salon clientele are male. Your business partner does not want to open additional Boldly salon locations until males make up 25% of the clientele.
You must develop a marketing plan, targeting males that are customers of Boldly products, that will promote the Boldly salons. Your marketing plan must include:
- Marketing goals and objectives
- Specific marketing strategies to reach goals
