Strategic+Analysis

In order to properly develop competitive a marketing plan for CBMA, we must first identify the weaknesses and opportunities existing in the current beauty market. Porter’s Five Forces Analysis identifies 5 important elements to consider, which includes: data, stories, products, interactions, and connection. ** Competition ** Since the current make-up market is saturated with competitors, such as existing salons and spas, as well as countless freelance make-up artists online, it is essential to CBMA’s success that she is able to differentiate her services based on the value she offers to her customers, compared to her competitors. As mentioned earlier, CBMA’s customers want to look and feel beautiful on the inside and out. The individuals booking CBMA’s services want professional level makeovers delivered to their home for their special events. They may also wish to learn how make-up, skin care, waxing, or any other beauty related tips / techniques from the comfort of their own home by a licensed professional esthetician. The ways which customers can currently fulfill their needs is by purchasing make-up or beauty products on their own and practicing applying them on their own, at home. They may also choose to go visit a salon for professional level services, although the focus in this case may be less on education and more on service. If individuals are more concerned about learning new beauty skills, they may seek the advice of a skilled family member or friend, or they may even watch instructional videos online and try to teach themselves.
 * Data || * Many women and men are now using make-up and are concerned about looking good – advertisements promote this ideal specifically towards women
 * More people using the Internet to learn new skills or for social networking with friends, and increasingly, with brands
 * CBMA brings her make-up artistry and beautification skills into the homes of individuals throughout the GTA
 * CBMA offers personalized beauty instructions both in-person and online to her paying clientele (at-home services, and online subscriptions) ||
 * Stories || * Make-up industry has created many myths and ideologies surrounding what it means to be beautiful
 * This is especially true for weddings, where one’s beauty is on display and the focus of this occasion
 * CBMA will build on these existing stories/myths/legends about make-up and beauty to attract clientele, wishing to achieve these ideals of beauty
 * CBMA will dispel individual beliefs about their own personal beauty by teaching clients how they can achieve these looks at home, on their own ||
 * Products || * Products offered are service-based and include make-up, facials, waxing, tinting, nails and hair
 * Product also includes online video’s which viewers can subscribe to for a minimal fee
 * The results of CBMA’s beauty work will be displayed in an online portfolio for customers to browse ||
 * Interactions || * Most brand-client interaction will take place on social media platforms such as Facebook, Twitter, and YouTube
 * Coupons and Promotions will be offered to those who follow CBMA’s brand via these social media sites
 * E-mail marketing may also be used as another mode of contact with existing or previous customers
 * Groupon, or Dealfind may be another avenue to explore to offer ‘group rates’ on services to get customers booking CBMA for her services
 * Customer testimonials and feedback will be monitored through all online mediums to ensure their satisfaction
 * Adjustments to CBMA’s marketing strategy may be adopted based on customer feedback – critical to her success! ||
 * Connection || * By effectively using social media marketing and monitoring the online customer interactions with the brand, CBMA can reach a very specific target market, and ensure that her target market is satisfied with her services ||

Since there are many competing freelance make-up artists showcasing their make-up skills for free, it is essential that Cassandra is able to capture her audiences and potential clienteles attention by show casing her unique skills and personality online. This can be achieved through regular interactions and connections established with customers through social media, as well as by Cassandra’s weekly video updates. Another way which CBMA can differentiate her brand from competitors, is by bringing her services directly to her clients homes. While established salons and spas may offer services similar to Cassandra, the convenience of having a full-makeover experience brought to your household is unique to CBMA’s brand. Finally, in order to ensure CBMA's customers attention is being held, promotional coupons, as well as seasonal promotions will be offered to further entice consumers to book her at-home makeover services.