Digital marketing strategy for naturals: India s leading hair and beauty salon

Abstract

In the digital age, the consumer decision making has taken new form and it has become challenging for the Firms to understand the consumer behavior and their decision making habits. Naturals, being in the Beauty Salon segment needs to achieve high customer satisfaction levels to retain the existing consumers and attract new consumers. By adopting a franchise model in the retail service sector Naturals has to market itself to two different segments, the B2B Business partners and the B2C end consumers. While Value sharing is the significant part of the B2B Partners, The B2C components range from Brand Image, Convenience, and satisfaction Levels, preferences, flexibility and personalization. With this, it becomes essential for Naturals to adopt a varied set of marketing and communication strategies for different segments. With the all-pervasive digital platforms consumers are connected through social network with enhanced awareness levels .This throws further challenges in identifying the target consumers and influencing them. This also provides an opportunity for Naturals to connect with its end consumers and B2B partners through the online platforms and serve the customers through better understanding of consumer preference. Adapting a digital marketing strategy at this juncture will enable Naturals to minimize the impact of market dynamics and changing demography for a sustained growth.