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.

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 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 day-

to-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.

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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 1. Giving 1. The business
Loyalty incentives to will gain
Theory the customer
customers satisfaction
2. To create and having a and loyalty.
marketing good service
strategies to of the 2. Increasing
improve the business. profitability
business. and good
2. To implement business
marketing status.
strategies
applicable to
3. To provide Kandid nail
better waxing
services to lashes. 3. Good service
produce to the
more 3. Training the
customer will
customers. employees to
make a
become more
positive
competent
8 at
impact.
their job.
 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 How to improve After making

Strategy the Marketing improvement
Improvement Strategies
1. The
factors
1. Training employees
1. To improve programs for will be more
the services. the employee well-
of the organized and
business. competent.

2. Company’s 2. Improve and 2. The business

Status and maintaining will gained
Reputation. the the customer
performance of satisfaction
the business. and the
customer will

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 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 Conduct surveys Implement the

different marketing and interview to applicable
strategies on how the management changes and
to improve the and customers to improvement
services of the help in the according to the
business. improvement of data that have
the marketing been gathered to
strategies improve the flow
business. 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.

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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 Research Data Analysis

Objectives Instruments Tools

1. To determine the 1. Personal 1.Interview 1.Interview guide

benefits of availing Interview to the guide with the

the services of owner owner

Kandid Nail Waxing 2. Observation at

Lashes to the Kandid Nail 2.Observation

2.Observation of
customers. Waxing Lashes Checklist
the operations of
3. Survey
the business
questionnaires
3. Survey
for the
questionnaires
customers
for the
3.Survey
customers
Questionnaire

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2. To identify the 1.Personal 1.Interview 1.Interview guide

different marketing Interview to the guide with the

strategies used by owner owner

2.Survey
Kandid Nail Waxing
2. Survey 2. Survey
Questionnaire
Lashes
questionnaires for questionnaire for

the customers the customers

3. To know how 1.Personal 1.Interview 1.Interview guide

Kandid Nail Waxing Interview to the guide with the

lashes implements owner or an owner

their strategies to the employee

customers
2.Observation of
2.Observation
2.Observation at the operations of
Checklist
Kandid Nail the business

Waxing Lashes

Unit 3: Findings, Conclusions & Recommendations

Table 2. Summary of Findings, Conclusions and Recommendations

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Research Objective Research Findings Conclusion Recommendation
Methodology

Kandid Nail Waxing 1. Kandid Nail There researchers

What are the Interviewed the owner Lashes provides Waxing Lashes have made 6
benefits of availing of Kanid Nail Waxing quality sevices that provides recommendations
the services of Lashes and conducted give the customers quality to the objective
Kandid Nail surveys to 15 the following services that number 1 They are
Waxing Lashes to respondents who benefits: maintain the are the following:
the customer? availed the services of personal 1. Kandid Nail
1. The services
hygiene of
Kandid Nail Waxing of Kandid Waxing Lashes may
those who
Lashes Nail Waxing add more colors to
avail the
Lashes are the already
services
essential to available nail polish
because of the
the personal for a wider
services like
hygiene of the customer options.
body waxing,
customer.
manicure,
2. The services
pedicure. 2. They may offer
provided by
2. Kandid Nail unique nail polish
Kandid Nail
Waxing Lashes services to give the
Waxing
provides clients a whole new
Lashes give
quality manicure and
the customer
services that pedicure experience
a clean body.
3. Aside from give thse that they won’t get
the benefits feeling of a from other salons.
mentioned clean body and
above, clean nails
3. Kandid Nail
smoothness of because of
Waxing Lashes
skin is also a their manicure
must provide faster,
benefit when and pedicure
especially the more efficient, and
you avail the lesser painful
services cleaning
services. waxing services.
offered by
Kandid Nail 3. The clients
will have a 4. As for the
Waxing
smoother body eyelashes services,
Lashes.
4. The services because of the they should use
of Kandid waxing lashes extension
Nail Waxing services they with highest quality
Lashes boost provide. and durability.
the self 3. The services
confidence of of Kandid Nail 5. To improve the
the customers. Waxing Lashes
overall well-being
5. It also such as the
of the customers,
provides eyelashes
they must add more

15
 overall well- treatment make benefits such as
being to those the clients feel distributing drinks
who avail the confident with to the customers.
services. 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 Kandid Nail The researchers

What are the Interviewed the owner Lashes uses (6) six Waxing Lashes have made (6)
different marketing of Kanid Nail Waxing different marketing are using recommendations
strategies used by Lashes and strategies to promote various to Kandid Nail
Kandid Nail observation Checklist the business. These effective and Waxing Lashes:
Waxing Lashes? are: efficient 1. They should put
marketing banners beyond the
1. Printing out
strategies. vicinity of the
banners and
However: salon.
posting it
1. The banners 2. The secretary of
within the
are not well Kandid Nail
vicinity of the
distributed. Waxing Lashes
salon.
2. The text must update the
2. They forward
brigade is only clients thru text
text brigade to
twice a week, brigade 4-5 times a
the clients to
that’s why the week.
make them
receivers 3. They should
aware of the
seldom notice update their
new discounts
it. Facebook page,
and promos
3. They do not Twitter, and
they can avail.
3. Kandid Nail post and share Instagram account

16
 Waxing their updates every day.
Lashes use constantly. 4. They should
social media 4. The promos offer promos and
to further and discounts discounts to new
promote their are only given customers, too.
business to to the regular Especially the first
the possible customers. timers. Make and
clients online. 5. They do not give out loyalty
4. Kandid Nail get the cards to new
Waxing birthday customers in order
Lashes give information of to assure that they
out promos the client. would repeat
and discounts. They wouldn’t business. This
5. They also be able to give loyalty card gives
give discount them the customers a chance
for birthday discount if to get a free service
celebrants. they do not of their most
6. Kandid Nail know their frequent service on
Waxing birthdays. their tenth visit.
Lashes cater a 6. They 5. They should
wide range of services are print out forms for
target market more focused the clients to fill up
on their female and that will serve
customers. as their information
Giving the two database.
other target 6. They should also
market less create new services
attention. 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.
How does Kandid Interviewed the owner Kandid Nail Waxing Kandid Nail 1. Improve the
Nail Waxing Lashes of Kanid Nail Waxing Lashes implement Waxing Lashes flyers and give it
implement their Lashes and observation their marketing uses out more
marketing Checklist strategies through: promotions, consistently to
strategies? social media, possible clients.
1. Distribution of and customer The flyers should
flyers. relationship to be distributed and
2.Use of banners implement placed on the
3.Constant SMS their strategies. windshields of
update 1. Their parked cars within
4.Being active on distribution of the vicinity of

17
social media flyers is Kandid Nail
5.Maintaining ineffective Waxing Lashes.
customer relationship because they 2. Print out banners
only distribute and stickers to be
only the area given to tricycle
besides the drivers and other
location of the PUV drivers in
business and exchange of a little
only few token, the banners
people and stickers could
discovered the be then placed at
business. the back of tricycles
2. It is not very or inside the
useful because PUV’s
only few 3. They must
people can see download Practo,
it. an online
3. Sending application that
updates automatically sends
through sms an update to the
brigades are clients besides
not as often as sending sms
it should be so brigade 4-5 times a
customers week.
rarely notice 4. Improve social
them. media exposure by
4. They only offering two
update once a famous social
month that’s media celebrities
why people are PBA star Doug
not fully Kramer, and
informed about celebrity Cheska
the updates of Kramer, who
the business. happened to be
5. The acquainted with
employees owner’s son, spa
don’t have services in
proper exchange of social
knowledge media exposure for
when it comes Kandid Nail
to maintaining Waxing Lashes.
customer Next is they should
relationships. give Php 50 off as a
discount to
18
 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 customer-
friendly guide of
the do’s and don’ts
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.

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 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 customer-

friendly guide of the do’s and don’ts 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 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

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 Average Good Excellent

1 2 3 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 F. SCHEDULE/WORK PROGRAM in Gantt Chart

Title of Research Project: ____________________________________

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 Good

33
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-increase-

your-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 B. Ermita Memorial National High School

Nasugbu, Batangas

2001-2010

Wawa, Elementary School

Nasugbu, Batangas

SKILLS

39
 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 2004-2010

Magallanes National High School 2010-2014
Far Eastern University–Diliman 2014 to present
BSBA Marketing Management

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 17
Date of Birth December 3, 1997
Gender Female
Nationality Filipino
Religion Roman Catholic
Language Proficiency 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 2014 –
on going
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 2004 -
2010

42
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

2014-2016

 University of Asia and the Pacific BS Entrepreneurial Management AY

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 2011

 “Debater of the year” awardee English week school competition

 Athlete of the year (Swimming) 2009

 Skills

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

swimming, social media blogging

Personal Information

 Birth date: July 16, 1996

 Religion: Roman Catholic

 Civil status: single

45
46