Final Thesis Proposal 4bc68

Unit I INTRODUCTION Chapter I Background of the study At present, making women and even men feel confident about themselves by looking good and clean is almost a must that lead to the emergence of different spas, salons and parlors offering various pampering and grooming services to win over customers. The emergence of this trend promoted a tight competition among players in the beauty, grooming and pampering industry. However, customer loyalty still depends on how a spa, salon, or parlor would handle and attract its customers with the way it strategizes its marketing and promotions. A new player inching its way in the beauty, pampering and grooming industry is Kandid Nail Waxing Lashes Spa. It opened on October 2015, and is located in Capitol Hills, Old Balara, Quezon City. The owner, Kandy Santos Shin, ventured on this business upon seeing the opportunity that this type of service has a potential especially within the vicinity of the business’ current location. At present, Kandid Nail Waxing Lashes is still on trial and error in coming up with the perfect marketing and promotional strategy to maximize its potential as a successful business. A major challenged faced by the salon is the lack of awareness of the market regarding the existence of the spa. It was due to this concern that the researchers decided to pen a study that will provide beneficial insights to help improve the marketing strategies of Kandid Nail Waxing Lashes. The researchers aim to determine the factors that hinder Kandid Nail Waxing Lashes from maximizing the full potential of the salon’s current marketing strategies.

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These factors will be determined by studying the current marketing strategies of Kandid Nail Waxing Lashes and analyzing what errors or inadequacy there may be present in the company’s implementation of its marketing strategy. Also, this research aims to hopefully increase the clientele list of Kandid Nail Waxing Lashes. All aspects of marketing strategies used by the management was studied by the researchers in order to find the missing link in creating an improved marketing strategy for Kandid Nail Waxing Lashes. The researchers have observed that location is a key factor for Kandid Nail Waxing Lashes. It is located around executive and high-end villages and condominiums like Ayala Hillside Estates, Ayala Heights, Manors Celebrity Place, Alpha Village, Sofia Bellevue and another residential area to rise soon which is the La Rossa Condominiums. Another key factor in the marketing strategies is that there is not much competition in the vicinity of Capitol Hills. This implies that customers would not hesitate to try the services of Kandid Nail Waxing Lashes. The only problem left is how the management would be able to retain customer loyalty or how they would make every customer get the satisfaction that they are expecting from Kandid Nail Waxing Lashes.

Chapter II Research Problems and Objectives Statement of the Problem Kandid Nail Waxing Lashes, after 4 months of operation, still has not achieved its monthly quota. Expenses including salaries consume more than what Kandid Nail Waxing Lashes can earn in a month. The problem is that Kandid Nail Waxing Lashes Salon has not captured enough market in order to meet its expenses. 2

It is on this light that the researchers came up with the following research questions: 1. What are the different marketing strategies used by Kandid Nail Waxing Lashes? 2. How does Kandid Nail Waxing Lashes implement their Marketing strategies? 3. What are the benefits of availing the services of Kandid Nail Waxing Lashes to the customers? Objectives of the study The following are the objectives of the study: 1. To enumerate the benefits of availing the services of Kandid Nail Waxing Lashes to the customers.

2. To determine the different marketing strategies used by Kandid Nail Waxing Lashes. 3. To know the marketing strategies implemented by Kandid Nail Waxing Lashes. Scope and Delimitations The study is about Kandid Nail Waxing Lashes’ struggles in its marketing strategies and how the researchers aim to improve it. It will be focused on the location of the business, services offered by the business, customer preferences and factors involving customer satisfaction including their criticisms and compliments on employee-related concerns. The study however does not include looking into the financial aspect of the business since it must be kept confidential to the owner and its employees. Significance of the Study This study aims to improve the marketing strategies used by Kandid Nail Waxing Lashes Spa. Moreover, this will give significant insights to the following:

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The Owner. This study is deemed significant especially to the owner of the spa because the aim of this study is to analyze the current marketing strategies of the spa. Thus, at the end of this study, the researchers will identify and propose solutions to help improve its marketing strategies and the dayto-day management of the spa. The Employees. This study can help the employees improve their quality of service that they offer to future spa guests. The improved marketing strategies hopefully would result in additional source of income for the employees through tips of future spa guests. Aspiring Investors. They will be given insights about the requirements, procedures and basic knowledge regarding the business venture that they want to pursue. Other Researchers. This will be a stepping stone for anyone who would be tasked to do a similar research. Operational Definition of Customer Loyalty Theory. It refers to giving out promos, bonuses, and incentives to the customers to come back to Kandid Nail Waxing Lashes. Management. It refers to the therapists, secretary, and assistant general manager. Marketing Strategies. These refer to the processes or techniques used daily by Kandid Nail Waxing Lashes to improve transactions and increase profitability. Operations. This refers to the management activities and services given by the therapists to the customers. Profitability. It is the ability of producing money and maintaining it. Services. This includes manicure, pedicure, nail art, nail cleaning, gel nails, body waxing, Brazilian wax, paraffin Wax, body spa, eyelash extension, and eyelash perm.

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SMS brigade. It is the continuous sending of messages of the management of Kandid Nail Waaxing Lashes to regular customers to remind them of their next pampering, or promos and discounts available soon.

CHAPTER III Review of Related Literature This study deals with the enhancement of the marketing strategies used by Kandid Nail Waxing Lashes. With the review and analysis of references and information relevant to the improvement of the marketing structure of the business, this chapter will provide sufficient information to the readers about the history of the services given by the salon in order to be fully informed of its background to have it as a guideline to innovate its strategies. It is of utmost importance to be well-informed about the business itself to create better plans. A wide range of plans is a stepping stone for the achievement of goals. Related Literature According to Geoffrey G. Jones (2010), the treatment and maintenance of our body is now a source of profit in the market. When services that cater the beauty needs of people emerge in the labor market, the employers will need aesthetic labor during the labor process. He focuses on the rise of the beauty industry and the use of cosmetics for people to rejuvenate or maintain their youthful looks.

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Tanjutco(2015) suggests that nowadays, when you’re feeling uncomfortable with having body hair and you want to get rid of them, there are already several various methods that you can choose from. Since hair removal is one of the most common and popular services offered in beauty spas and salons, there is already an array of choices that suit not just every budget, but also each person’s tolerance for pain: shaving, plucking, sugaring, waxing, and threading.

According to Lane (2016), the use of reward cards, discount coupons, gift certificates and promos will help attract customers and have repeat business. There are other ways of enhancing loyalty of the customers such as the get-1-when-you-avail-2 promo and giving free rides to those who availed certain amount of purchase. However, customers are after values such as the feelings of quality and satisfaction other than price discounts and benefits given to loyal customers. According to Brian Tracy (2016 ) the most important marketing strategy that a business can have is to offer products and services of good quality. The quality of the offerings will contribute a huge part on the success of a business because it is the quality that the customers are after. It is the reason why they purchase or avail products and services. Brand is the holistic image of a product and service offering. It does not include the quality of the product only but also the overall experience of the customers with your offerings. This establishes customer loyalty. Another way to earn the commitment of the customers is through building relationships with them. Once you earn the loyalty of the customers, they will go back to you regardless of the price of your products and services.

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In summary, hair removal has come a long way in this industry. Being fully-aware of the industry that you're in is very important in any business venture. Knowing its background and history is a great factor in analyzing and creating efficient and effective marketing strategies. Having sufficient information regarding the products and services that you are offering is another factor for the success of your business. Having a beautiful and if not flawless, at least a neat appearance to present to the world boosts the confidence of a person. Self-esteem helps them become more motivated and productive. Because of this, many beauty salons and spas have emerged in the industry, tightening the competition between them. Various beauty salons have created and implemented different marketing strategies that will emphasize their edge and will serve as a stepping stone for their fame and success. This study has revealed a few basic, yet very effective marketing strategies that will help a business achieve its goals which are increasing profitability and lengthening its existence such as knowing your target market, identifying and satisfying their needs, and taking care of them through the enhancement of the products and services you are offering. Most of all, creating a pleasant environment to work in by training your employees for when their performances are good, the clients will stay loyal. Loyalty means they will remain as your clients. It is less costly and requires less effort to maintain relationships with current customers than to create a relationship with a new one.

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Chapter IV Framework of the Study These frameworks show the steps of managing the business in our research. These frameworks helped the researchers and would serve as a guide for readers to further understand the research. The framework also allowed the researchers to synchronize the goals of this study and determined how to effectively succeed in coming up with a proposal that could possibly improve the marketing strategies of Kandid Nails Waxing Lashes that could lead to additional profit and clientele for the business. Inputs: Process: Outputs: 1. Customer Loyalty Theory 2. To create marketing strategies to improve the business.

3. To provide better services to produce more customers.

1. Giving incentives to the customers and having a good service of the business. 2. To implement marketing strategies applicable to Kandid nail waxing lashes. 3. Training the employees to become more competent at 8 their job.

1. The business will gain customer satisfaction and loyalty. 2. Increasing profitability and good business status.

3. Good service to the customer will make a positive impact.

Figure 1.1 Theoretical Framework The business should have a marketing strategy to improve its marketing capabilities. To have that, the business should create strategies to improve their market, gain batter sales, improve relationships, and have a good competition between rival businesses. To increase the quality of service, the business should have trainings and seminars to their employee become productive to their work. They also should have better materials for the employee to perform their task well.

Marketing Strategy Improvement factors 1. To improve the services.

2. Company’s Status and Reputation.

How to improve the Marketing Strategies 1. Training programs for the employee of the business.

2. Improve and maintaining the performance of the business.

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After making improvement 1. The employees will be more wellorganized and competent.

2. The business will gained the customer satisfaction and the customer will

Figure 1.2 Conceptual Framework The Conceptual Framework focuses on the improvement of marketing strategies of the business. First, the business must focus on the services that they offer, and to further improve it, they should have training programs for their employees so that the employees will be more productive and efficient to the business. The second and the last factor to improve is about the status and reputation of the business. By enhancing and maintaining its services, new and old customer will trust the business more. The business will also meet the satisfaction of the customer if the improvement happened.

Determine the different marketing strategies on how to improve the services of the business.

Conduct surveys and interview to the management and customers to help in the improvement of the marketing strategies business.

Implement the applicable changes and improvement according to the data that have been gathered to improve the flow of the business.

Figure 1.3 Operational Framework

The researchers are trying to improve the different marketing strategies of Kandid Nail Waxing Lashes to improve the flow of the business. To find the answer, the researchers conducted a survey to the customers and interviewed the management of Kandid Nail Waxing Lashes and. Once 10

the data has been gathered, the researchers would find what is lacking in the marketing strategies, which will be then improved for a more improved business flow.

Unit II Research Methodology Chapter I Research Instrument The researchers istered surveys, conducted an interview, and made an observation checklist to gather information and insights needed for the research. The survey consists of questions about customers’ on the quality of service, affordability of services, location of the area, satisfaction of the customers on the service, customer relationship with the employees, and the trustworthiness of the customers to the therapist who will provide the services to them. The interview guide aims to know the benefits of availing the services of the salon, the different marketing strategies used, and how they implement them. The observation checklist is an assessment on how the staff treats the clients, the facilities used, the location of the salon, and their quality of service. Using these techniques will make the data gathering less-complicated and less-time consuming while also being accurate at the same time. Research Design This study is focused on how to improve the Marketing strategies to further improve the services, marketing and promotions of a beauty spa located in Capitol Hills, Old Balara, Quezon City. To be able to gather sufficient facts for the study, the researchers used both qualitative and quantitative data about the study.

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Sampling Design The survey was made for the customers of Kandid Nail Waxing Lashes in order to give the researchers an idea of what the strengths and weaknesses of Kandid Nail Waxing Lashes are, in the perspective of the customers. This would help the researchers determine what factors of improvement is most critical for the marketing implementations. Type of Study The type of study that the researchers used is descriptive method using both qualitative and quantitative approaches. The researchers will conduct surveys and interviews through the aid of survey questionnaire, and interview guide as their research instruments. Time Dimension This study was conducted during the 3rd trimester of 2016 at FEU Diliman under Prof. Rose Nonette Capadosa.

Sampling Technique The researchers gathered its data from the customers and Kandy Shin, the general manager of Kandid Nail Waxing Lashes. The data for this research was collected using a survey questionnaire and interview guide. The respondents were chosen randomly.

Data Collection Procedure

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For the data collection, the researchers conducted a survey to customers of the Kandid Nail Waxing Lashes. Also, the researchers did an observation through the use of an observation checklist. The sample procedure includes the execution of the data gathering period which was used to gather information. Processing of data was done by tallying and then getting the percentage of the data gathered by the researchers. Table 1 Research Objectives, Data Gathering Procedure, Research Instruments, and Data Analysis Tools Research

Methodology

Objectives 1. To determine the

Research

Data Analysis

Instruments

Tools

1. Personal

1.Interview

benefits of availing

Interview to the

guide with the

the services of

owner

owner

Kandid Nail Waxing

1.Interview guide

2. Observation at

Lashes to the

Kandid Nail

customers.

Waxing Lashes

2.Observation 2.Observation of

Checklist

the operations of 3. Survey

the business

questionnaires 3. Survey

for the

questionnaires

customers

for the customers

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3.Survey Questionnaire

2. To identify the

1.Personal

1.Interview

different marketing

Interview to the

guide with the

strategies used by

owner

owner

Kandid Nail Waxing

2.Survey 2. Survey

2. Survey

questionnaires for

questionnaire for

the customers

the customers

3. To know how

1.Personal

1.Interview

Kandid Nail Waxing

Interview to the

guide with the

lashes implements

owner or an

owner

their strategies to the

employee

Lashes

1.Interview guide

Questionnaire

1.Interview guide

customers 2.Observation of 2.Observation at

the operations of

Kandid Nail

the business

Waxing Lashes

Unit 3: Findings, Conclusions & Recommendations

Table 2. Summary of Findings, Conclusions and Recommendations

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2.Observation Checklist

Research Objective

What are the benefits of availing the services of Kandid Nail Waxing Lashes to the customer?

Research Methodology

Interviewed the owner of Kanid Nail Waxing Lashes and conducted surveys to 15 respondents who availed the services of Kandid Nail Waxing Lashes

Findings

Conclusion

Recommendation

Kandid Nail Waxing Lashes provides quality sevices that give the customers the following benefits:

1. Kandid Nail Waxing Lashes provides quality services that maintain the personal hygiene of those who avail the services because of the services like body waxing, manicure, pedicure. 2. Kandid Nail Waxing Lashes provides quality services that give thse feeling of a clean body and clean nails because of their manicure and pedicure especially the cleaning services. 3. The clients will have a smoother body because of the waxing services they provide. 3. The services of Kandid Nail Waxing Lashes such as the eyelashes

There researchers have made 6 recommendations to the objective number 1 They are are the following: 1. Kandid Nail Waxing Lashes may add more colors to the already available nail polish for a wider customer options.

1. The services of Kandid Nail Waxing Lashes are essential to the personal hygiene of the customer. 2. The services provided by Kandid Nail Waxing Lashes give the customer a clean body. 3. Aside from the benefits mentioned above, smoothness of skin is also a benefit when you avail the services offered by Kandid Nail Waxing Lashes. 4. The services of Kandid Nail Waxing Lashes boost the self confidence of the customers. 5. It also provides 15

2. They may offer unique nail polish services to give the clients a whole new manicure and pedicure experience that they won’t get from other salons. 3. Kandid Nail Waxing Lashes must provide faster, more efficient, and lesser painful waxing services. 4. As for the eyelashes services, they should use lashes extension with highest quality and durability. 5. To improve the overall well-being of the customers, they must add more

overall wellbeing to those who avail the services.

What are the different marketing strategies used by Kandid Nail Waxing Lashes?

Interviewed the owner of Kanid Nail Waxing Lashes and observation Checklist

Kandid Nail Waxing Lashes uses (6) six different marketing strategies to promote the business. These are: 1. Printing out banners and posting it within the vicinity of the salon. 2. They forward text brigade to the clients to make them aware of the new discounts and promos they can avail. 3. Kandid Nail 16

treatment make benefits such as the clients feel distributing drinks confident with to the customers. themselves. 4. The services of Kandid Nail Waxing Lashes also contribute to the personality of the client. 5. Lastly, the services offered to the customers by Kandid Nail Waxing Lashes makes the clients not only beautiful in their outside appearance but also in the inside. Kandid Nail Waxing Lashes are using various effective and efficient marketing strategies. However: 1. The banners are not well distributed. 2. The text brigade is only twice a week, that’s why the receivers seldom notice it. 3. They do not post and share

The researchers have made (6) recommendations to Kandid Nail Waxing Lashes: 1. They should put banners beyond the vicinity of the salon. 2. The secretary of Kandid Nail Waxing Lashes must update the clients thru text brigade 4-5 times a week. 3. They should update their Facebook page, Twitter, and Instagram

Waxing Lashes use social media to further promote their business to the possible clients online. 4. Kandid Nail Waxing Lashes give out promos and discounts. 5. They also give discount for birthday celebrants. 6. Kandid Nail Waxing Lashes cater a wide range of target market

How does Kandid Nail Waxing Lashes implement their marketing strategies?

Interviewed the owner of Kanid Nail Waxing Lashes and observation Checklist

Kandid Nail Waxing Lashes implement their marketing strategies through: 1. Distribution of flyers. 2.Use of banners 3.Constant SMS update 4.Being active on 17

their updates constantly. 4. The promos and discounts are only given to the regular customers. 5. They do not get the birthday information of the client. They wouldn’t be able to give them the discount if they do not know their birthdays. 6. They services are more focused on their female customers. Giving the two other target market less attention.

Kandid Nail Waxing Lashes uses promotions, social media, and customer relationship to implement their strategies. 1. Their distribution of

every day. 4. They should offer promos and discounts to new customers, too. Especially the first timers. Make and give out loyalty cards to new customers in order to assure that they would repeat business. This loyalty card gives customers a chance to get a free service of their most frequent service on their tenth visit. 5. They should print out forms for the clients to fill up and that will serve as their information database. 6. They should also create new services for the male and children customers. Such as giving free candies to children after each service and giving a free body massage to male clients. 1. Improve the flyers and give it out more consistently to possible clients. The flyers should be distributed and placed on the windshields of parked cars within the vicinity of

social media 5.Maintaining customer relationship

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flyers is ineffective because they only distribute only the area besides the location of the business and only few people discovered the business. 2. It is not very useful because only few people can see it. 3. Sending updates through sms brigades are not as often as it should be so customers rarely notice them. 4. They only update once a month that’s why people are not fully informed about the updates of the business. 5. The employees don’t have proper knowledge when it comes to maintaining customer relationships.

Kandid Nail Waxing Lashes. 2. Print out banners and stickers to be given to tricycle drivers and other PUV drivers in exchange of a little token, the banners and stickers could be then placed at the back of tricycles or inside the PUV’s 3. They must Practo, an online application that automatically sends an update to the clients besides sending sms brigade 4-5 times a week. 4. Improve social media exposure by offering two famous social media celebrities PBA star Doug Kramer, and celebrity Cheska Kramer, who happened to be acquainted with owner’s son, spa services in exchange of social media exposure for Kandid Nail Waxing Lashes. Next is they should give Php 50 off as a discount to

customers who have liked and rated the Facebook page and/or followed the Instagram page. The third one is to give 10% off to customers who would share their experiences or pictures of their pampered nails, waxing, or lashes on social media either on Facebook or Instagram after their service has been done. 5. The management should be keen in reminding their customers of the do’s and don’ts after availing their services especially for waxing and lashes services. Or better, print copies of a customerfriendly guide of the do’s and don’ts to be given to customers after availing the services.

Chapter 1

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Findings, Analysis, Conclusions and Recommendations Findings The data gathering consists of ratings to be answered by customers from Excellent, Good, Average, and Poor. The factors were the quality of service, satisfaction, area, relationship with the employee, and trustworthiness of the service given by the employees. The quality of service got a 47% rating as “excellent” and got 53% as “good” and a 0% for both “average” and “poor.” For the customer satisfaction, the data gathered was 87% for “excellent”, 13% for “good” and another 0% for “average” and “poor”. For the location of Kandid Nail Waxing Lashes, 87% rated it as “excellent” while 13% said that it was “good”. No customer rated the location as “average” or “poor”. For the data gathered in the customer relationship with the employee, another 87% rated “excellent” while 13% said it was “good.” Again, no customer felt that they had an “average” or “poor” relationship with their therapists. For the trustworthiness of the customer with how the therapists would handle them with care, 93% said that it was “excellent” while 7% said that it was good. This time again, no customer rated their rating as “average” or “poor”. For the last data gathered in the surveying, the affordability of the services were asked. 40% said that it was excellent, 33% said that it was good, while 27% said that it was average. No customer rated the affordability rating as “poor”. On the question, “What are the benefits to you of availing the service from the salon?”, Three respondents answered that it makes them confident about themselves, one answered that pampering her nails is a hobby which makes her happy, two answered that they like the smooth feeling of their skin after waxing treatment, one answered that her eye lashes extensions make her feel more presentable to the people she meets. Unfortunately, eight respondents left the portion blank. 20

On the recommendations section, three respondents requested to have a free wi-fi, two requested to provide hot and cold water in the rest room, one requested to have television cable, one respondent requested to have movies installed on a hard drive for the customers to choose from, and eight respondents left the section blank. On the interview part, the research questions have all been answered by the owner and general manager Mrs. Kandy Shin. For the first question “What are the benefits of availing the services of Kandid Nail Waxing Lashes?” Mrs. Shin mentioned the benefits of availing their different services. For the nails services, good personal hygiene, neatness, and that it is a fashion statement. For waxing services, she mentioned that smoothness and cleanliness of the skin is one, confidence is another, and comfort is also another one. For Lashes services, she said that having beautiful eyes make women more attractive, and that it helps boost their confidence. For the second question, “What are the Marketing strategies used by Kandid Nail Waxing Lashes?” She simply enumerated distribution of flyers, social media, text brigade and promos. For the last question “How does Kandid Nail Waxing Lashes implement their Marketing strategies?” She answered by elaborating their strategies and enumerating how they would improve on it. For the distribution of flyers, she said that they must give out flyers consistently. For social media, she mentioned that their Facebook page must always be updated with promos, new designs, and stories. For the text brigade and promos, every regular client must be texted weekly to remind them of the services that they might want to avail soon especially if there are promos and discounts available, they give discounts to birthday celebrants either 3 days before or 3 days after the customer’s birthday. The customer must only show a valid ID with their birthdate to show proof.

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The researchers have observed the operations of Kandid Nail Waxing Lashes and based on the observation checklist, they found out that the quality of service is excellent. One of the reasons why is that the employees have already been at the field of nails, waxing, and lashes services for years. Another reason is because the consumables they use are only of the highest quality. The availability of services were also excellent since all of the items used in the services are new and in stock. They are also perceived as credible because they are transparent in their transactions and pricing. The location of Kandid Nail Waxing Lashes is convenient to its customers because it is along the road, and has sufficient secured parking spaces for their clients. They also have a huge banner in front of their spa that makes it easier to notice. The location is within the neighborhood close to the customers' home. Since Kandid Nail Waxing Lashes has just been opened a few months ago, the facilities are new and clean which ensures quality and safety. Their promotion strategies are proven effective and efficient because it attracts clients and they are able to retain them. In just a few months, they have already had repeat customers and customer loyalty because of their promos and incentives. Their prices are reasonable since the quality of their services and materials used are of excellent quality. Kandid Nail Waxing Lashes however, have not yet reached its quota and so they only accept payments on a cash basis.

The target market of Kandid Nail Waxing Lashes is a wide range of women, men, and even children who are 10 years old and below. Nevertheless, most of their regular clients are women especially teenagers and working moms. Conclusion In conclusion, the various benefits of availing Kandid Nail Waxing Lashes’ services are maintained good personal hygiene, cleanliness of body and nails, smoothness of skin, boosted self-confidence and presentable appearance of the customer. It is both 22

fashionable and sanitary to have beautiful and clean nails, body, and eye lashes. These benefits are the main reasons why most of their clients have repeat business. The different marketing strategies used by Kandid Nail Waxing Lashes are effective and efficient. These include sending out flyers regularly, especially to the condominiums and executive villages around the area, the use of tarpaulins and banners, SMS brigade to the regular clients for updating them with their next possible services and the spa’s current promos, updates on social media, and giving promos and discount to cater a wider range of target market. Kandid Nail Waxing Lashes implements their marketing strategies through distribution of flyers within the vicinity of the branch. They are active on social networking sites where they post and share pictures of highly satisfied clients. Through SMS, they constantly update their regular customers and they provide great value to clients.

Recommendations To improve the benefits of availing the services offered by Kandid Nail Waxing Lashes, they must exceed customer expectations. These include adding more colors to the already available nail polish for a wider customer options, unique nail polish services, faster, more efficient, and lesser painful waxing services, and also the use of lashes extension with highest quality and durability. The researchers also suggest that the management and employees must be keen in reminding their customers of their do’s and don’ts after availing their services especially for waxing and lashes services. Or better, print copies of a customerfriendly guide of the do’s and don’ts to be given to customers after availing the services.

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With the current Marketing strategies used by Kandid Nail Waxing Lashes, new marketing strategies to be used by the spa is advisable. The researchers advise that the management must find more Marketing strategies and also improve their current ones. These include the recommendations of making and giving out a loyalty card to new customers in order to assure that they would repeat business. This loyalty card gives customers a chance to get a free service of their most frequent service on their tenth visit. Another strategy that the researchers advised is by rewarding their top 5 customers of the month by giving them gift certificates worth Php 500 each, and taking pictures while being pampered to be posted on one side of the wall to be seen by other customers.

For the implementation of the Marketing strategies of Kandid Nail Waxing Lashes, the researchers suggest to improve their implementation. These includes improving the flyers and giving it out more consistently to possible clients. The researchers also recommend that the flyers should be distributed and placed on the windshields of parked cars within the vicinity of Kandid Nail Waxing Lashes. Another recommendation is for Kandid Nail Waxing Lashes to print out banners and stickers to be given to tricycle drivers and other PUV drivers in exchange of a little token, which could be placed at the back of the tricycles. For social media, the researchers think that Kandid Nail Waxing Lashes should have more social media exposure since their number of followers are only limited to their customers, relatives, and friends. Suggestions are that the management could offer two famous social media celebrities PBA star Doug Kramer, and celebrity Cheska Kramer, who happened to be acquainted with owner’s son, spa services in exchange of social media exposure for Kandid Nail Waxing Lashes. Another suggestion is to Give Php 50 off as a discount to customers who have liked and rated the Facebook page and/or followed the Instagram page. Give 10% off to customers who would share their experiences or pictures of their pampered nails, waxing, or lashes on social media

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either on Facebook or Instagram after their service has been done. For SMS brigade, the employees must message their clients as often as twice a week to invite them to avail their next services soon.

Appendix A. Survey Questionnaire

Survey Questionnaire for Customers Kandid Nail Waxing Lashes In this part, the researchers want to find better ways on how to improve the marketing strategies of the business. Please rate each category most applicable to you from the lowest as Poor, and the highest as Excellent. Categories

Poor 1

Average 2

Good 3

Excellent 4

Quality of Service Affordability Area Satisfaction Relationship with the employee Trustworthiness 1. What are the benefits to you of availing the service from the spa?

Recommendations: ______________________________________________________________

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Appendix B. Interview Guide Interview Questions for the Owner

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Study on the Improvement of Marketing Strategies Used by Kandid Nail Waxing Lashes

Name: Position: Time Started: Time Ended: Date: Interviewer: Interview Schedule Good morning/afternoon, we are students from FEU-FERN College. My classmates and I are interviewing regarding the improvement of marketing strategies used by Kandid Nail Waxing Lashes. We would really appreciate your participation. This interview is good for 10 minutes only. Any information you will provide us shall be held with utmost confidentiality.

1. What are the benefits of availing the services of Kandid Nail Waxing Lashes to the customers? 2. What are the different marketing strategies used by Kandid Nail Waxing Lashes?

3. How does Kandid Nail Waxing Lashes implement their Marketing strategies? APPENDIX C OBSERVATION CHECKLIST Kandid Nail Waxing Lashes 1. Operations a. Quality of Service b. Availability of Services c. Trustworthiness

________________________ ________________________ ________________________ 27

d. Others

________________________

2. Area a. Convenience b. Location c. Facilities

________________________ ________________________ ________________________

3. Promotion a. Advertising b. Promotional Offerings c. Incentives

________________________ ________________________ ________________________ ________________________

4. Price a. Affordability b. Monetary Value c. Mode of Payments

________________________ ________________________ ________________________

5. People a. Target market

________________________

6. Other Observations: ____________________________________________________________________________ ____________________________________________________________________

Appendix D. Project Management

Rein Hillary Carrascal (Research Leader)

Ryann Pulvera (Asst. Leader) 28

Renz Alvarez

Darwin Etang

Joshua Klyde Santos

(Researcher)

(Researcher)

(Researcher)

Appendix E. Project Budget Plan This study aims to conduct a research regarding on the improvement of marketing strategies used by Kandin Nail Waxing Lashes.. It aims to conduct a study without the problem of spending too much.The researchers ensure that practicality and thinks that research can be done at minimal cost. Provided below are the breakdown of costs:

Materials & Other Operating Expenses (MODE): Transportation Fee

P 500

Printing Fee

P 1,500

Food Expense

P 400

Internet Fee

P 500

Supplies Expense_________________________________________ P 150___________ 29

Total

P 3, 050

30

Appendix Title

F. of

SCHEDULE/WORK Research

PROGRAM

Project:

in

Gantt

Chart

____________________________________

WORK PROGRAM (3rd term, SY 2015-2016)

Appendix G. Chart Area 31

Quality of Service

Excellent

Good

47%

53%

Figure 1 shows that 53% of the respondents say that the quality of Kandid Nail Waxing Lashes service is excellent, while 47% of respondents say that the quality Kandid Nail Waxing Lashes service is good.

Affordability

27% 40%

33%

Excellent

Good

Average

Figure 2 shows that 40% of the respondents says that they find the services rendered by Kandid Nail Waxing Lashes excellent, 33% of respondents finds it good, while the 27% of the respondents finds it average.

32

Location

33% Excellent

Good

67%

Figure 3 shows that 67% of the respondents find it excellent, when it comes to the location of the Kandid Nail Waxing Lashes, while 33% says finds it good.

Satisfaction

13%

87%

Excellent

33

Good

Figure 4 shows that 87% of the respondents are satisfied with the service offered by Kandid Nail Waxing Lashes is excellent, while 13% of them finds it good

Relationship with the employee

13%

87%

Excellent

Good

Figure 5 shows that 87% says they have an excellent relationship with the employee, while 13% finds it good.

34

Trusworthiness 7%

93%

Excellent

Good

Figure 6 shows that 93% of respondents finds it excellent when it comes to their trustworthiness, while 7% of them finds it good. Appendix H. Interview Result Name: Kandy Shin Position: Owner/Manager Time Started: 21:01 Time Ended: 21:16 Date: March 14 Interviewers: Joshua Klyde Santos, Darwin Etang, Renz Alvarez Timer: Ryann Pulvera Secretary: Rein Hillary Carrascal Interview (Non-Verbatim) Mr. Santos: Good evening Ma’am Shin!We are students from FEU-FERN College. My classmates and I are interviewing regarding the enhancement of marketing strategies used by Kandid Nail Waxing Lashes. We would really appreciate your participation. This interview is good for 15 minutes only. Any information you will provide us shall be held with utmost confidentiality. 35

Without further a due, here are the questions: The first question is, what are the different marketing strategies used by Kandid Nail Waxing Lashes?

Mrs. Shin: Well, we are using different marketing strategies. For example, we are distributing flyers to people. We use tarpaulin and post it outside the salon. We communicate to clients thru Facebook, Instagram, and text brigade. Promos such as discounts for students, senior citizens, and special occasions are available. Another discount is given to those who bring a friend. We also offer event packages; group packages for families and free services for birthday celebrants who must bring any valid proof of their birthday. When it comes to the services, we cater a wide range of target market which includes services for children who are 10 years old and below. Mr. Etang: Thank you Ma’am Shin! Let us now proceed to the next question. What are the benefits of availing the services of Kandid Nail Waxing Lashes to the customers? Mrs. Shin: There are lots of benefits when you avail the services of our salon. Aside from feeling confident, availing our nail services helps in maintaining good personal hygiene, neatness, and it is fashionable to have beautiful nails. Our waxing services also help in maintaining good personal hygiene. It helps us feel smooth and clean. Lastly, availing our services for lashes helps you have pretty eyes and gain more confidence. This also saves time instead of putting on make-up. Mr. Alvarez: Thanks Ms. Kandy! Now here is the last question. How does Kandid Nail Waxing Lashes implement their Marketing strategies? Mrs. Shin: We continue sending flyers, communicating with the clients and updating them thru SMS, and being active on social media like Facebook and Instagram. We add 36

value to our services by treating the clients with so much care and we never fail to greet them on their birthdays and other special occasions. I, as the manager, make sure that my staffs are very accommodating and that we give the clients an ambience of relaxation and comfort. Most of all, we give them an experience that not just satisfies their needs but is beyond their expectations. Mr. Santos: That would be all Ma’am Kandy. Thank you for giving us the time and cooperation. The information that you have given us will help us a lot in our study. Godspeed! Mrs. Shin: You’re welcome! Good luck with your thesis.

37

Bibliography Jones, G. (2010). Beauty Imagined. Retrieved on January 30, 2015, from Oxford University Press: https://global.oup.com/academic/product/beauty-imagined

Tanjutco, L. (2015). A Brief History of Hair Removal.Retrieved on February 3, 2016,from Healthy Skin Magazine, page 19-22.

Lane, T. (2016).Small Business.Retrieved on March 10, 2016, from Chron: http://smallbusiness.chron.com/customer-loyalty-theory-71040.html

Improve Your Marketing Strategy, Increase Your Sales.(2016, March 1) Retrieved on January 30, 2015 from: http://www.briantracy.com/blog/sales-success/improve-your-marketing-strategy-increaseyour-sales/

38

Renz A. Alvarez

Mobile Number: +63926-981-4223 E-mail Address: [email protected]

OBJECTIVES 

To work with excellence and intelligence in all things to be able to do my task or assignment in order to serve the company.



To work with my best and my extra ability using my own knowledge and skills. Do all the job that given to me and faced the problem that I have in any situation.

EDUCATIONAL BACKGROUND 2014-2015 Far Eastern University (FERN DILIMAN) Diliman, Quezon City Bachelor of Science and Business istration Major in Marketing 2010-2014 Dr. Crisigono Nasugbu, Batangas

B.

Ermita

Memorial

National

High

School

2001-2010 Wawa, Nasugbu, Batangas

Elementary

SKILLS 39

School

   

Awareness of training and the techniques concerned in learning and instruction. Ability to speak and understand the English language. Aptitude to provide control matters and keeps legal record. Judgement skills.

  

Leadership skills Able to work in a team. Computer or data entry expertise.

EXTRACURRICULAR ENGAGEMENT: 2012-2014

Sgt @Arms

Supreme Student Council Officer

2011-2014

Player

Basketball Varsity (National)

2013-2014

Contestant

Poem Writing (Tagalog)

2004-2010

Player

Wawa Elementary Basketball

PERSONAL DETAILS: Name: Renz A. Alvarez Address: Avon St. North Fairview, Quezon City Civil Status: Single Date of Birth: October 21, 1997 Place of Birth: Nasugbu, Batangas

40

REIN HILLARY CARRASCAL 8 TJ Town Homes, Isidora Hills Holy Spirit, Quezon City 1102 Mobile No.: 09179086161/0928444303 Email Address: [email protected]

EDUCATIONAL ATTAINMENT: Siuton Elementary School Magallanes National High School Far Eastern University–Diliman BSBA Marketing Management

2004-2010 2010-2014 2014 to present

SKILLS AND COMPETENCIES:       

Good Moral Character Computer Literate Flexible and can work under minimum supervision Strong leadership abilities Eager to learn and grow Verbal & Written Skills Interpersonal Skill

PERSONAL DATA: Age Date of Birth Gender Nationality Religion Language Proficiency

17 December 3, 1997 Female Filipino Roman Catholic Filipino and English

41

Darwin M. Etang City Add: Blk.4 Lot 5 Agoncillo St., Sta.Lucia,Novaliches,Quezon City Mobile: +639996917227 Email :[email protected]

OBJECTIVE : 

To secure a cooperative education in the field of Business istration Major in Marketing Management that will challenge and strengthen my education and professional skills.

SKILLS :    

Good knowledge of computer skills such as MS Word, MS Excel , MS access , power point Strong analysis in solving problems and making solutions I always want to work with the team Good verbal and personal communication skills

EDUCATIONAL BACKGROUND : Tertiary : FEU Diliman on going

2014 –

Sampaguita Ave Quezon City, Metro Manila,

Secondary :Sta, Lucia High School J.P. Rizal St., Sta.Lucia, Novaliches , Quezon City

2010 –

2014

Elementary : San Gabriel Elementary School A Bonifacio St., Sta. Lucia , Novaliches , Quezon City 2010

42

2004 -

Name

Ryann Christian A. Pulvera

Address

25 Turquoise st. Northview 1 Filinvest 2 batasan hills quezon city

Telephone number

951-72-89

E-mail

[email protected]

Education

DILIMAN PREPARATORY SCHOOL (2002-2012) MATER CARMELI SCHOOL OF NOVALICHES (2012-2014) FAR EASTERN UNIVERSITY FERN-COLLEGE (2014-PRESENT)

Experiences

Boy scout and senior scout Most kind scout

Language Ability

Fluent in English and Filipino, knows a little bit of spanish

Other skills

Computer program - JAVA script - Microsoft excel, word, and powerpoint

Community

Quadrants - Non profit organization

Awards

Personal

Sports - Taekwondo, wall climbing, basketball, futsal, frisbee

Joshua Klyde Santos 43



Unit 408 Darling Heights Condominum, The Manors, Celebrity Homes, Capitol Hills, Brgy. Old Balara, Quezon City



Mobile no.: 0905-259-9137 E-mail address: [email protected]

Career Objective To share and facilitate the knowledge and skills that I have acquired in my experiences in order to provide leadership, productivity, and success in a field that I would be most fit to work with Educational Attainment 

Far Eastern University, Diliman

BSBA Marketing Management

AY

BS Entrepreneurial Management

AY

2014-2016 

University of Asia and the Pacific 2013-2014



Colegio de San Lorenzo

SY 2011-2013



University of Baguio Science high school

SY 2009-2011



University of Baguio laboratory elementary school

SY 2003-2009

Organizations and positions held 

Philippine Junior Markating Association, member

2015



Philippine National Red Cross, member

2013



Boyscout of the Philippines, Outdoorsman

2012



Philippine Aquatics Swimming Association

2009

Work/ Professional experiences 

First Insurance services Corporation

2014

Freelance vehicle comprehensive insurance sales agent 44



Octo Power Tools Inc.

2013

Assisted in sales delivery and in answering customer inquiries and purchase orders in the sales department Awards/ Achievements 

National broadcast PTV4 “Iskoolmates” debate participant

September

2015



LGV hoops games 2015 summer basketball league champions

June

2015



Red Cross “run for a cause” participant and 10km finisher



Boy scout of the Philippines, Outdoorsman Rank awardee



2nd place, English week school debate competition



“Debater of the year” awardee English week school competition



Athlete of the year (Swimming)



Skills



Filipino, English, driving, computer literate (MS office), formal debating, first aid,

2009

swimming, social media blogging Personal Information 

Birth date: July 16, 1996



Religion: Roman Catholic



Civil status: single

2011

45

46