spa market research piackutatás wprodukcio.hu
DESCRIPTION
SPA in Hungary Market researchTRANSCRIPT
Market researchHair and Spa salon
AIM OF THE RESEARCH
To help the company to open a Beauty Salon in Budapest, Hungary.Our research gives you information about the following topics:
To make a conclusion on the market capacity
To specify the market environment and discover the competitors
Within the competitors’ group to specify the unique offers
To specify the pricing policy of the competitors
Pricing policy of the competitors
Working hours of the competitors
Location of the competitors salons
Recommendations – on the location, positioning, pricing policy
MAIN COMPETITORS – SPA AND BEAUTY SALONS
SPA AND BEAUTY SALONS #1METROPOLITAN – THE ART OF BEAUTY http://www.metropolitanbudapest.hu/
Open: Mo-Fri 10:00-19:00, Sa 10:00-14:00
Address: 1054 Budapest, Aulich utca 4-6.
Prices: Facial treatments: 15.000 HUFBody treatments: 15.000 HUF Massage: 6.000 – 13.000 HUFHand and foot care: 2 – 12.000 HUFBarber: 3.000 – 4.000 HUF
PERFECT LINE SZÉPSÉGSZALONhttp://perfectlineszalon.hu/
Open:Mo-Fri: 09.00-19.00
Address:Budapest VI. Vörösmarty u. 59.
Prices:Facial treatments: 15.000 HUF Body treatments: 3.000 – 7.000 HUF Massage: 5.000 – 10.000 HUF
ROYAL SZÉPSÉGSZALONhttp://www.royalszepsegszalon.hu/
Open:Mo-Fri: 08.00-20.00, Sa: 08.00-17.00
Address:1073 Budapest, Erzsébet krt.43-49.
Prices:Facial treatments: 7.000 – 13.000 HUFBody treatments: 5.000 – 16.000 HUF Massage: 9.000 – 12.000 HUFBarber: 4.000 – 14.000 HUF
MIRROR SZALON www.mirrorszalon.hu
Open:Nyitva tartás: Mo-Sa: 08.00-21.00, Su: 09.00-19.00
Address:1123 Budapest, Alkotás u. 53. MOM Park
Prices:Facial treatments: 6.000 – 21.000 HUFBody treatments: 4.000 – 12.000 HUF Manicure/Pedicure: 4.000 – 7.000 HUFMassage: 4.000 – 12.000 HUFBarber: 3.000 – 17.000 HUF
SPA AND BEAUTY SALONS #2
MAGNOLIA DAY SPAhttp://magnoliadayspa.hu/
Open: Mo – Su: 09.00-21.00
Address:1054 Budapest, Zoltán u. 3.
Prices:Facial treatments: 8.000 – 20.000HUFBody treatments: 15.000 – 20.000 HUF Manicure/Pedicure: 12.000 – 24.000 HUFMassage: 14.000 – 35.000 HUF
A-LIST SALON&SPA http://www.a-list.hu
Open:Mo - Fri: 08.00–20.00, Sa: 09.00-20.00
Address:1026 Budapest, Szilágyi Erzsébet fasor 27.
Prices:Facial treatments: 11.000 – 12.000HUFManicure/Pedicure: 3.000 – 5.000 HUF Massage: 6.000 HUFBarber: 4.000 – 8.000 HUF
SPA AND BEAUTY SALONS #3
MAIN COMPETITORS – HAIR SALONS
HAIR SALONS #1
HAJAS http://www.hajas.hu
Open: Mo-Sa 07:00-21:00
Address: 3 salons in Budapest: V. Erzsébet tér, V. Nádor u., II. Retek u.
Prices*: Haircut: 6.800 – 11.000 HUFColoring: 10.000 – 18.000 HUFStraightening: 8.500 – 15.500 HUF
ZSIDRÓhttp://zsidro.net
Open:Mo-Fri: 08.00-21.00, Sa: 09.00-14.00
Address:3 salons in Budapest: V. Andrássy u., II. Zöldlomb u., XII. MOM Park
Prices*: Haircut: 8.000 – 14.000 HUFColoring: 15.000 – 25.000 HUFStraightening: 12.000 – 16.000 HUF
*May be varied by the salons.
HAIR SALONS #2
HAIRCLUB http://www.hairclub.hu
Open: Mo-Fri 09:00-22:00, Sa: 09.00:14.00
Address: 1061 Budapest, Paulay Ede utca 55.
Prices: Haircut: 4.000 – 10.000 HUFColoring: 10.000 – 20.000 HUF
EAST SIDE HAIRhttp://eastsidehair.hu
Open:Mo-Fri: 09.00-20.00, Sa: 09.00-14.00
Address:1093 Budapest, Gönczy Pál u. 4.
Prices: Haircut: 3.000 – 13.000 HUFColoring: 7.000 – 15.000 HUF
MOST ELEGANT RESTAURANTS IN BUDAPEST
RESTAURANTS #1
COSTES http://www.costes.hu
Open: We-Su:12:00-15:30, 18:30-24.00
Address: 1092 Budapest, Ráday u. 4.
Prices: Starters: 3.000 – 7.000 HUFSoups: 2.000 – 6.000 HUFMeat: 7.000 – 12.000 HUF
ONYXhttp://www.onyxrestaurant.hu
Open: Tu-Fri: 12.00-14.00, Tu-Sa: 18.30-23.00
Address:1051 Budapest Vörösmarty tér 7-8.
Prices: Starters: 3.000 – 6.000 HUFSoups: 2.000 – 5.000 HUFMeat: 6.000 – 10.000 HUF
RESTAURANTS #2
FAUSTO’Shttp://www.fausto.hu
Open: Mo-Fri:12:00-15:00, 19:00-23:00,Sa: 18.00-23.00
Address: 1061 Budapest, Székely Mihály u. 2.
Prices: Starters: 3.000 – 6.000 HUFSoups: 2.000 – 4.000 HUFMeat: 5.500 – 8.000 HUF
NOBUhttp://www.noburestaurants.com/budapest
Open:Mo-Su: 12.00-15.00, 18.00-23:45
Address:1051 Budapest Erzsébet tér 7-8.
Prices: Starters: 2.500 – 8.900 HUFMeat: 4.800 – 9.800 HUF
RESTAURANTS #3
BOCKhttp://www.bockbisztro.hu
Open: Mo-Su:12:00-24:00
Address: 1073 Budapest, Erzsébet körút 43-49.
Prices: Starters: 1.700 – 3.700 HUFSoups: 900 – 1.400 HUFMeat: 3.400 – 8.000 HUF
MÁKhttp://www.makbisztro.hu
Open:Tu-Sa: 12.00-15.00, 18.00-24:00
Address:1051 Budapest , Vigyázó Ferenc u. 4.
Prices: Starters: 1.500 – 3.000 HUFSoups: 1.500 – 3.000 HUFMeat: 2.500 – 5.000 HUF
TARGET GROUP, LOCATION, NEEDED SERVICES, PRICE AND COMMUNICATION
TARGET GROUP
Respectable, rich, hi- and medium-level income. Female (65%) Male (35%) Category ABAge 20 to 55.
Both local population and tourists.
Owners of businesses, celebrities, senior and Top managers Wives and members of the families of the
owners of business, celebrities, senior and Top managers Tourists: visitors of 5-4-star hotels, brand-
boutiques of international luxurious brands.
They have money to spend for luxury goods and luxury services. they want to be more attractive, youthful, relaxed and balanced.
LOCATION
Downtown with beautiful environment (Danube river, parks, etc.)
Lots of hotels with tourists
Lots of tourist attractions in the near
Many luxury shops:- Clinique- Estée Lauder- Rolex- Promod- Triumph- Tommy Hilfiger- Hugo Boss- Lacoste- Lloyd, etc.
II. or V. district
SERVICES
Must have services:
- Manicure- Pedicure- Massage- Facial treatment- Body Treatment- Beauty products for sell
Unique services:
- open on weekdays and weekends too- open from 8.00 till 22.00- wide range of information about beauty treatments, beauty products, new trends on the web page- full beauty service with guidance - stylist (beauty and clothes if possible)
Other services:
- giving smaller gifts to every costumer (e.g. product samples)- personalized newsletters and offers
Must have, unique and other services
PRICE
The competitors’ prices are approx.:
-Facial treatments: 6.000 – 21.000HUF- Body treatments: 3.000 – 20.000 HUF - Manicure/Pedicure: 3.000 – 24.000 HUF- Massage: 4.000 – 35.000 HUF - Barber: 3.000 – 14.000 HUF
We do not recommend you the 300 Euro / treatment cost. It will be very expensive in the Hungarian market.Expensive prices might be acceptable if you give bonuses, discounts and gifts for the customers.
Every service need to be offered at a competitive price.
COMMUNICATION
Internet:
- an useful, informative web page is a must- multilingual web page must be made - search optimization is important (luxus, spa, masszázs, testkezelés, szépség, beauty, manikűr, pedikűr and other words) - Pay Per Click Campain:Facebook, Etarget, Google Awords --Online PR : cosmopolitan.hu, hvg.hu, vg.hu, napi.hu, burzsuj.blog.hu, luxus.lap.hu, luxorium
Other communication channels:-Offline magazine:Cosmopolitan, Instyle, ELLE, Luxymagazin, Hamu&Gyémánt- Billboards- Events sponzoration
Luxury, well-being, indulgence, tranquility need to be communicated.
Focus to the Internet
FURTHER RESEARCH #1
More information is needed for the established decision-making
We recommend you a qualitative market research
In-depth interviews with spa/luxury beauty salon visitors
Approx. 15-20 interviews with different demo/eco status visitors
Duration of the research: approx. 4 - 5 week
Cost of the research: approx. 550.000 – 700.000 HUF
Further reseach is required to gather more information
FURTHER RESEARCH #2
More extensive market-, and competitor analysis
More information about the ideal location
Accurate price determination for each treatment
Broader examination of the must have- and unique offers
How to build the customer loyalty
How to publish the services
Establish the communication strategy, etc.
Topics in which the research can help
S.W.O.T.
STRENGTHS
WEAKNESSES
THREATS
OPPORTUNITIES
• International background• Reliability• Newness in the Hungarian market• Desired services and products
• Narrow target group• Loyalty of the customers• Solvency
• High price• False location• Wrong target group definition• Inadequate services and
treatments• Inadequate communication
strategy
• Coverage of the Italian lifestyle• Italian products• Costumers are not loyal yet
SUMMARY There are many competitors in the Hungarian beauty market especially in
Budapest.
The prices are reduced, 300 Euro/treatment is not recommended.
The prospective location could be at the II. or the V. district.
Wide range of services and treatments need to be offered.
Opening hours: 08.00 – 22.00 at weekends as well.
Gifts, discounts and special offers is required.
Main communication channel is the Internet.
Multilingual, useful web page is needed.
Luxury, well-being, indulgence, tranquility need to be communicated.
Further research is needed to ground the decision-making process.
CONTACT
Online marketing Agency
Szinte Romulus LorándOnline marketing specialist
+36 70 357 2045+36 70 708 2263
[email protected] www.profitonline.hu Blog: www.szinte.wordpress.com
Marketing Agency
Pordán TamásDirector
+36 30 941 0852
www.wprodukcio.hu
