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There is evidence that a preference for beautiful faces emerges early in child development and
that the standards of attractiveness are similar across different genders and cultures. Symmetry is
also important because it suggests the absence of genetic or acquired defects.

Although style and fashion vary widely, cross-cultural research has found a variety of
commonalities in people's perception of beauty. The earliest Western theory of beauty can be
found in the works of early Greek philosophers from the pre-Socratic period, such as Pythagoras.

Classical philosophy and sculptures of men and women produced according to these
philosophers' tenets of ideal human beauty were rediscovered in Renaissance Europe, leading to
a re-adoption of what became known as a "classical ideal". In terms of female human beauty, a
woman whose appearance conforms to these tenets is still called a "classical beauty" or said to
possess a "classical beauty", whilst the foundations laid by Greek and Roman artists have also
supplied the standard for male beauty in western civilization.


The characterization of a person as ³beautiful´, whether on an individual basis or by community

consensus, is often based on some combination of Inner Beauty, which includes psychological
factors such as personality, intelligence, grace, politeness, charisma, integrity, congruence and
elegance, and Outer Beauty, (i.e. physical attractiveness) which includes physical factors, such as
health, youthfulness, facial symmetry, averageness, and complexionR

Standards of beauty are always evolving, based on what a culture considers valuable. Historical
paintings show a wide range of different standards for beauty. However, humans who are
relatively young, with smooth skin, well-proportioned bodies, and regular features, have
traditionally been considered to be the most beautiful throughout history.

People are influenced by the images they see in the media to determine what is or is not
beautiful. Feminists and doctors have suggested that the very thin models featured in magazines
promote eating disorders, and others have argued that the predominance of white women
featured in movies and advertising leads to a Eurocentric concept of beauty, feelings of
inferiority in women of color, and internalized racism.


ÿ ÿ-A Year, a thought, an emergence of an Art. Woman's World started its maiden journey at
Banani, Dhaka in June. Since then this international standard beauty care institution has
gradually gained fame and goodwill for its consistent quality service and expansion of outlets.
And introduction of diversified services by well trained beauticians and therapists combined with
latest technology and quality products have established Woman's World in number one position
in the history of Beauty Industry in Bangladesh. Since inception Woman¶s World has gradually
established its head office and four large branches in its own premises at prime places of Dhaka
city and further expansion is in process.

Woman's World is a new generation, customer friendly and modern beauty salon-cum-institution
that continues is ÿ year commitment to education beauty science, cosmetology and aesthetics.
Its mission is to hold the highest standards so that it can provide best services and produce future
leaders of the beauty industry. Its staff is comprised of professional tenured craftsmen and
educators who motivate and mentor their trainee to be the best they can be as beauty
professionals. They provide and teach methodology as well as hands-on training and stay on top
of industry trends and upgrades through flux and development of latest knowledge and education
on beauty science.


Woman¶s World is considered an upscale full-service beauty salon. They offer a wide range of
services that include:

V Facial
V Nail care
V Make-up
V Hair cut
V Hair style
V Treatment
V Hena design
V Special mask
V Herbal product
V Permanent care
V Perm and straight

According to skin type and skin problem various types of facial can be done.


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The nails are very important to make hands and feet look beautiful. Manicure and Pedicure is
done to take care of hands and feet. At the same time here it is possible to get beautiful big nails.

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If it's a birthday party or a relative's wedding or any official party, in any occasion to make look
different from everyone you need a good make-up. Woman¶s World is offering different types of
make ±up.

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Their latest hair cut machines with their social and cultural views and at the same time it is a
great treat for trendy and fashion conscious people.

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The following are possible market segments that the IMC plan on Woman¶s World could
focus on;

V Young generation(girls) who are interested in various beauty products

V Female clients who are interested in the salons current as well as other services besides
those currently offered. For instance, female clients who are interested in spa treatments
and massages could be targeted.


Both of the segments identified above are quite viable. The final integrated marketing
communications plan will therefore focus on both segments.



The main sources of competition will be:

V Salons in the same neighborhood which currently cater to an exclusively female clientele.
V Salons and spa¶s which offer all- inclusive beauty services to female clientele


Woman¶s World is a leading provider of quality beauty services to women who wish to
rejuvenate and pamper their bodies in order to get rid of the stress and tension of everyday life.
They provide a serene and soothing atmosphere that cannot be found elsewhere.


The following is a description of how the Woman¶s World can use the 4 P¶s strategically
in order to make good decisions that can enhance the delivery of quality services to the target


The brand name is critical component of the product. In the salon businesses, it is rare to
find unique brands since services are replicated by multiple business. In order for Woman¶s
World to their products as a tool of achieving success, they consider introducing unique but
relevant brand names for their personalized services which clients may not find elsewhere .

Services offered are of good quality and they package in a manner that is attractive to
clients. The business could maintain its current clientele base and attract more clients by
ensuring that if their clients complain about the services offered and their complaint is genuine,
They should be refunded or offered better quality services.


The business owners/ salon management ensure that their pricing policy conforms to
current pricing trends in the salon industry. Pricing flexibility and the availability are other
pricing considerations that may enable Woman¶s World to succeed.


There are several ways in which the business can promote its services to new and existing
clients. These include;

V Informing existing clients about new products or services so that they can purchase them
or recommend them to others.
V Use of various social networks to create awareness on new/old products
V Using positive reviews provided by satisfied clients as a testimony when appealing to
new clients- for instance, an advertisement of the salon in print or broadcast media should
feature quotes from former or current clients who praise the services offered
V Using a µgift with every purchase¶ strategy to appeal to new clients.


The management of Woman¶s World considers varied distribution channels that can
ensure that their products are able to reach as many of their clients as possible and in a timely
manner. For instance, opening another branch of the salon in a different location could ensure the
delivery of quality services to a wider client base.


All human actors who play a part in service delivery and thus influence the client¶s
perceptions such as salon¶s personnel, the customer/client in the beauty parlour. Customers
themselves influence service delivery, thus affecting service quality and their own satisfaction.


The environment in which the service is delivered and where the firm and customer
interact and any tangible components that facilitate performance or communication of the
service. In case of beauty salon, physical evidence includes design, equipment, employee dress,
guarantees etc.


The actual procedures, mechanisms and flow of activities by which the service is
delivered-the service delivery and operating systems.The operational flow of the service gives
customer evidence on which to judge the service.


Philosophy- the marketing concept suggests that strategy should revolve around building
profitable relationships with important customer groups.Woman¶s World maintain important
guiding philosophy for maintaining relationship with their important customer.


Beauty salons have broad appeal to women and to people of virtually all ages. This broad
appeal means that many salons can benefit by taking a more specific approach to targeting their
products and services to specific market segments and reaching out to those segments with the
right communication tools and messages to generate business. Market segmentation requires that
salon owners think carefully about the different segments within the overall population in order
to craft advertising campaigns that target each segment effectively.


Word of mouth and referrals are extremely important in the personal services market.
Clients who have a good experience will tell others and recommend the salon they go to.
Salons can take advantage of this opportunity by encouraging referrals through their
advertising efforts, particularly when connecting with existing clientele. "Tell a friend"
promotions can offer discounts or service add-ons for those willing to recommend
services to others. For instance, salons might offer patrons a percentage off their next
appointment if they refer a friend who schedules an appointment.


Salon services are local services and exemplify businesses that can benefit from many of
the traditional forms of advertising: newspaper, radio and billboards, for instance. Each
of these media offers opportunities to target specific segments based on programming or
location. For instance, salons appealing to a business audience may run radio spots during
morning drive time specifically targeted to a business audience.


Salons are successfully using social media and online advertising options to reach out to,
build relationships with and generate business from online connections. Salons can seek
to build relationships based on geography so they're connecting with those most likely to
use their services. In addition, online advertising options allow salons to specifically
target their messages to certain market segments by age, geography and areas of interest.
For example, a salon in a local community could advertise through a popular social
networking site to people in their specific zip code area who have visited other sites
related to personal grooming or beauty products. The salon's own social networking page
might include information about services and provide a forum for customers to share
information and feedback with the salon.

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V Suggest ways in which small business can turn around their operations and
maximize profits even though their capital is low
V Illustrate the ability of small businesses to compete with larger businesses
or market leaders.
V Enable SME¶s in the beauty salon sector to identify opportunities and turn
their weaknesses to threats.


The keys to success in their business are:

V oocation: providing an easily accessible location for customers.

V Environment: providing an environment conducive to giving relaxing and professional
V Convenience: offering clients a wide range of services in one setting, and extended
business hours.
V Reputation: reputation of the owner and other "beauticians" as providing superior
personal service.


Every organization has a duty to its community. The need for organizations in both public and
private sectors to behave in a socially responsible way is becoming a generalized requirement of
   is a passionate believer in Corporate Social Responsibility and the
benefits it brings to companies, consumers and society. Their corporate social responsibility
(CSR) programs are designed to provide long-term benefits to customers, employees,
stakeholders, partners, and individuals in communities around the world. 
CSR initiatives are carefully aimed at creating long-term value and sustainability for their
business and communities.


Woman¶s World offers products that are mostly service-oriented. These include;
manicures, pedicures, hair weaving/plaiting, hair washing, heat hair treatments and facials.
However, a few goods are also sold such as hair oil/sprays, hair weaves, nail polish and hair
styling tools. In order to facilitate the effective delivery of these products to clients, the business
relies on the abilities of its team of employees. All administrative matters are handled by the
management who are responsible for formulating viable marketing strategies which are
implemented with the co-operation of junior staff.