Communication Strategy of a Beauty Salon on the Example of the Beauty Salon "MONET"

The modern service market is constantly changing and facing new challenges. In 2020, the coronavirus pandemic led to a lockdown that led to the closure of many businesses, including beauty salons. In addition, digitalization has changed the process of developing marketing strategies, including communication with consumers. New economic challenges, including rising prices and the exit of professional beauty brands, could lead to a drop in demand for beauty services. In this context, customer communication strategies become important in attracting new customers and retaining existing ones. The purpose of this project work: to develop a communication strategy for the beauty salon MONE. Based on the goal, the research objectives were formulated: 1. Determine the components of a communication strategy 2. Conduct an analysis of the market of beauty salons in Moscow 3. Conduct competitor analysis: study their public activity, identify how they position themselves, what key messages they use, and consider the content they post on their social media accounts 4. Conduct interviews with administrators of beauty salons in order to deepen their understanding of how they see their target audience, what promotion methods they use and are, in their opinion, the most effective 5. Conduct a questionnaire survey: form the final portrait of the target audience, find out what attracts the consumer the most in beauty salon advertising 6. Make hypotheses about opportunities for promoting the beauty salon MONE 7. Draw up a communication strategy for the beauty salon MONE As a result of this work, a portrait of the consumer of beauty salon services in Moscow was drawn up, a brand pyramid was developed for the MONE beauty salon, on the basis of which a communication strategy was eventually drawn up with appropriate recommendations for choosing communication channels, their visual design, formats and methods of promotion.