Why Innovate in Marketing? A Case of Posh Nail Spa

Abstract

Manicures and pedicures are gaining market popularity in Malaysia. The evolution in beauty and personal care industry offers more opportunity for small businesses in marketing personal care and cosmetics products. There is an increasing number of nail salons providing manicures and pedicures services as well as nail art in the city; mostly in middle to high-end shopping malls, business centres or standalone nail salon in commercial shop lots. The consumers are mostly influenced by heavy advertising, for instance advent of K-pop and K-drama, marketing activities and growing trends of chasing beauty. The beauty industry or more specifically the nail care segment is highly fragmented due to various customers with different needs and wants pertaining to service levels, product categories and pricing. Hence, innovative marketing will become an important tool to success. The conventional marketing strategies are no longer effective as the businesses are propelled by the advancement of technology and change in social factors. The departure of conventional marketing strategies is necessary for the vendor to open new market segment and to increase sales. This study will explore the innovative marketing strategies in nail salon through case study method. The study also aims to discover on how the vendor overcome the challenges faced in this industry. The discussion will review the new approaches used as a new marketing idea brought in by the business.