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 salons current marketing strategies.

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 companys
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:

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 Terms
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.

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.

Tanjutco(2015) suggests that nowadays, when youre 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 persons
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.

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.

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. Companys
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.

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 administered 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 feedback 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.

11

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

12

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

13

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

14

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 wont 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,
thats 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 account

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 wouldnt
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

18

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 thats
why people are
not
fully
informed about
the updates of
the business.
5.
The
employees
dont
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
PUVs
3. They must
download 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
owners 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
dos and donts
after availing their
services especially
for waxing and
lashes services. Or
better, print copies
of a customerfriendly guide of
the dos and donts
to be given to
customers after
availing the
services.

Chapter 1

19

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 customers birthday. The customer must only
show a valid ID with their birthdate to show proof.

21

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 spas 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 dos and donts after availing
their services especially for waxing and lashes services. Or better, print copies of a customerfriendly guide of the dos and donts to be given to customers after availing the services.

23

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 owners
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

24

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: ______________________________________________________________

25

Appendix B. Interview Guide

Interview Questions for the Owner

26

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 Maam 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 Maam 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 Maam 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: Youre 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: alvarezrenz12@yahoo.com.ph

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 Administration 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: reincarrascal@gmail.com

EDUCATIONAL ATTAINMENT:
Siuton Elementary School
Magallanes National High School
Far Eastern UniversityDiliman
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 :darzkie_etangzkie@yahoo.com

OBJECTIVE :

To secure a cooperative education in the field of Business Administration 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

Ryannpulvera007@gmail.com

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: joshuaklydesantos@yahoo.com

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