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Short hair for fashionable men was a product of the Neoclassical movement. Classically inspired male hair styles included the Bedford Crop, arguably the precursor of most plain modern male styles, which was invented by the radical politician Francis Russell, 5th Duke of Bedford as a protest against a tax on hair powder; he encouraged his friends to adopt it by betting them they would not. Another influential style (or group of styles) was named by the French "à la Titus" after Titus Junius Brutus (not in fact the Roman Emperor Titus as often assumed), with hair short and layered but somewhat piled up on the crown, often with restrained quiffs or locks hanging down; variants are familiar from the hair of both Napoleon and George IV of England. The style was supposed to have been introduced by the actor François-Joseph Talma, who upstaged his wigged co-actors when appearing in productions of works such as Voltaire's Brutus(about Lucius Junius Brutus, who orders the execution of his son Titus). In 1799, a Parisian fashion magazine reported that even bald men were adopting Titus wigs,[18] and the style was also worn by women, the Journal de Paris reporting in 1802 that "more than half of elegant women were wearing their hair or wig à la Titus."[19]

In the early 19th century the male beard, and also moustaches and sideburns, made a strong reappearance, associated with the Romantic movement, and all remained very common until the 1890s, after which younger men ceased to wear them, with World War I, when the majority of men in many countries saw military service, finally despatching the full beard except for older men retaining the styles of their youth, and those affecting a Bohemian look. The short military-style moustache remained popular.

What Opinions Does your Audience Already Have about this Type of Product?

With regard to the opinions about this type of services, it is worth saying that the majority of the target audience claims that a stylish look is quite essential. To be more specific, business people assume that a stylish look helps them succeed in their professional sphere. It can be explained by the fact that the sphere of business requires particular ethical rules, which include the dress code, as well. Therefore, many Wall Street workers need to look stylish and neat because they are representing their companies. Thus, nobody would deny the importance of an appealing look. Doubtless, an attractive hairstyle is not the primary aspect, which influences success in business, but it makes an individual feel more confident. In such a way, the target audience generally expresses the opinion that a stylish look is important, especially in terms of their professional activity.

Is there a Gap in the Consumer's Needs that this Product Can Fill?

As it has been mentioned in the previous sections, Posh Salon has chosen Wall Street as its location to attract the customers working and living close to this area. It is increasingly difficult to ignore evidence that Wall Street people are constantly busy. As a consequence, a location, which is close to their workplace, is a solution to the problem. Hence, Posh Salon fills the gap of a constant lack of time. Besides, it is important to emphasize the need of these people to look stylish and neat. Therefore, the organization fills the second gap: the target customers will be able to have a stylish look in accordance with their professional desires. In other words, the organization fills the confidence-related gap. Eventually, Posh Salon fills the gaps of a constant lack of time and confidence.

Is there a Specific Application that Your Product Fits Very Well?

It is needless to say that one of the main objectives of Posh Salon is to provide unique services to its customers. To be more exact, the organization takes into consideration the customers' preferences and provides advice in regard to their look. As a result, the organization's employees provide the customers with the services, which correspond to their needs, and with a professional adjustment. One may argue that every single salon emphasizes its uniqueness. This is certainly true in terms of advertising while Posh Salon suggests a special consideration of the customers' preferences as a matter of fact. Thus, it should be admitted that Posh Salon implies not only a choice of hairstyle but a flexible schedule. It is obvious judging by the organization's long working hours and an ability of providing services to a lot of customers simultaneously. Hence, it won`t be difficult to arrange orders beforehand.

Can You Base the Position on the Uniqueness of the Product, the Product Quality or the Pricing Strategies?

Taking into consideration the main statement of the previous section, it is necessary to admit that Posh Salon actually positions itself as an organization, which provides its customers with unique services. Though, it is quite a widespread marketing strategy. In consequence, such a strategy implies certain difficulties in regard to competition. Nevertheless, it is worth saying that Posh Salon also relies on the strategy aimed at the provision of high quality services. Speaking about the quality of services in a more specific way, it should be admitted that the organization employs dedicated professionals, so that Posh Salon is able to vouch for the high quality of the provided services. In such a way, the organization positions its services as custom-made and high-quality ones. As for the pricing, it doesn't tend to be low because relatively high prices are quite relevant to the target audience.

Is it Possible to Position your Product Based upon Opportunities you Found after Research?

Speaking about the advantages of a marketing research, it is important to note that new angles of positioning are the primary objective of such a research. Namely, marketing research is conducted in order to find out how a particular product or service is perceived. Further, certain positioning is designed in accordance with the outcomes of the research. Taking this into consideration, any research will contribute to the improved positioning of services. Nonetheless, it is worth mentioning that the research itself is supposed to meet the relevant objectives (Baines, Fill & Page, 2008). In other words, the outcomes of the research have to render any actual application to the positioning of services. Moreover, advertising also depends on the research so its importance is relatively high. All in all, these are the key points regarding the positioning of services provided by Posh Salon.

3.6 Strategies

Despite the fact that Posh Salon is going to launch the strategy of customer lifelong value, it is necessary to note that the implementation will follow the command pattern of the approach. The term implementation by command has been applied to the cases of the incorporation of the marketing strategy, which transmits the implementation to the lower levels of frontline managers and employees (Ferell & Hartline, 2014, p.263). However, it is possible to claim that this approach is not an efficient strategy in this case. Though, Posh Salon is seeking to develop efficient marketing strategies. In consequence, implementation by command is quite easy regarding decision-making and relatively clear actions. Namely, the marketing strategy of the organization will be embodied by its average workers. Besides, it can be also explained by evidence that average workers are those, who communicate with the customers. Taking these points into account, it is obvious that the implementation by command is the best tool of the marketing strategy aimed at creating customer lifetime value. As a result, the marketing strategy of the organization will comprise a wide range of activities at the basic level. Hence, Posh Salon will be able to meet the primary marketing and financial objectives. All in all, it should be noted that Posh Salon heavily relies on the unity of the strategy outline and its approach to the actual implementation.

3.7 Marketing Mix


In regard to the branding of Posh Salon, it is important to note that its name considerably contributes to customer attractiveness. First of all, the word posh renders the idea of luxury. However, it is worth mentioning that this word is a synonym for luxury. In fact, the word posh conveys a lofty meaning of belonging to the business class. To put it in a simpler way, the name of the organization implies its target audience (Bly, 2007). Actually, such a name is quite effective at the pragmatic level. By the same token, it should be noted that the name also sounds and spells in rather an easy and pleasant way. Hence, it is easier to memorize it. In such a way, it is possible to say that the aspect of product in the marketing mix heavily depends on its brand and, especially, name.


In regard to the promotion of Posh Salon, it is needless to say that it will mainly rely on a meaningful advertising campaign. Surprisingly, many similar organizations actually underestimate the opportunities of advertising. Thus, Posh Salon will be advertised via printed commercials in various newspapers and magazines, and on the Internet. With regard to TV commercials, it will be useless to use them to attract the target audience of Posh Salon. It can be explained by the fact that Wall Street workers are quite busy so that there is little possibility to attract them with the use of TV commercials (Ogilvy, 2013). On the contrary, it is potentially possible to design product placement on the items which are regularly used by the target audience: notepads, pens, folders, and etc.

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