The Company and the Project
A 100 year old high-end Asian salon equipment manufacturer was facing stiff competition in the U.S. from an influx of e-Commerce companies that offered products at lower prices and quality. With the company’s mission to exceed the expectations of their customers by delivering world class products and services through quality, reliability, and integrity, price competition was eroding their market share. The company has major distribution centers in the USA, Canada, Europe and Asia. The Company hired Market Directions to do qualitative interviews with five U.S. Target Groups, and a competitive and SWOT analysis of the market.
Telephone interviews were conducted with a global logistics expert, an online ordering systems expert, an online marketing expert, salon owners and salon distribution experts. The company’s goals were achieved by conducting competitive intelligence and doing a SWOT analysis. A strategic marketing plan was developed and is being targeted toward increasing online sales, increasing logistic efficiency and customer satisfaction.
Additionally, an e-commerce web site was re-launched to bring high quality products to customers even more quickly and efficiently than before. Once the correct strategy was determined, marketing tactics were executed that beat client and equipment projections by over 10%.
We developed an online marketing campaign to educate customers about the advantages of owning stylish, dependable, durable salon equipment. Recommendations for improvements to the inventory, customer ordering and forecasting systems to increase revenues and customer satisfaction we made based on the competitive analysis.
The corporate office in Japan is partnering with local distributors to create web sites and facebook pages to increase sales, brand awareness and customer loyalty in the communities.