WRHSM502B
PROMOTE A HAIRDRESSING BUSINESS

This unit describes the skills and knowledge required to develop and implement marketing strategies, and monitor the improvement of the market performance of a hairdressing business, to expand both the client base and business turnover.

Application

This unit involves integrating a full range of marketing strategies and tasks to expand and diversify the client base, maintain and improve client re-booking, and increase average client spending in a hairdressing salon. It involves developing marketing strategies, determining a marketing mix for the business, communicating strategies to the salon team and engaging their support and involvement where appropriate. Ongoing monitoring and adjustment of marketing activities, along with evaluation of business performance, are also required.

In the context of an assessment-only and/or a training delivery and assessment pathway, units of competency that relate to this unit are identified in the evidence guide of this unit.


Prerequisites

Not applicable.


Elements and Performance Criteria

ELEMENT

PERFORMANCE CRITERIA

1

Develop marketing strategies.

1.1

The business and its key services and products are analysed to determine the focus of marketing activities that support business objectives.

1.2

Small business information technology software applications are used to build customer data bases and marketing intelligence based on product and service sales.

1.3

Customer demographic and target market for the business are evaluated as a basis for marketing strategies.

1.4

Marketing objectives and strategies are determined in consultation with relevant people and according to the business plan.

2

Determine a marketing mix for the business.

2.1

Service and product mix volumes and pricing are balanced to optimise turnover and profit.

2.2

The costs and benefits of providing different services and product ranges are evaluated and the results are considered in determining the marketing mix of the business.

2.3

The marketing mix is determined according to market and business needs and legislation, codes and national standards relevant to the workplace.

3

Implement marketing strategies.

3.1

Persons involved in the marketing effort are briefed on their roles and responsibilities to ensure the success of marketing strategies.

3.2

Promotional activities are planned and implemented according to marketing objectives and budgetary requirements.

4

Monitor and improve marketing performance.

4.1

Ongoing monitoring of marketing activities and evaluation of business performance are conducted against targets.

4.2

Performance gaps are analysed and corrective action is taken or new targets are set.

4.3

All relevant people are encouraged to propose ways to improve marketing performance.

4.4

Customer reaction to all aspects of the marketing mix is sought and analysed to improve targeting and outcomes.

4.5

Ongoing research of customer requirements is conducted to identify opportunities for change and improvement.

4.6

Changes in market opportunities are monitored and investigated for new business opportunities that assist business development.

Required Skills

This describes the essential skills and knowledge and their level, required for this unit.

Skills may include:

communication skills that take into account the culture, background and abilities of suppliers, staff and clients, while demonstrating a knowledge of communication techniques, including:

listening and questioning techniques

verbal and non-verbal communication skills

negotiation techniques

numeracy skills with regard to interpreting and maintaining data

adapting to and using software systems for small business applications

planning skills

contingency planning skills

problem solving skills.

Knowledge may include:

sources of product supply

range and availability of new products and services

promotional strategies.

Evidence Required

The evidence guide describes the underpinning knowledge and skills that must be demonstrated to prove competence. It is essential for assessment and must be read in conjunction with the performance criteria, the range statement and the assessment guidelines of the relevant Training Package.

Overview of assessment

A person who demonstrates competency in this unit of competency will be able to develop and implement marketing strategies and monitor the improvement of market performance to expand both the client base and business turnover. She/he will communicate marketing strategies to the salon team, implement and evaluate strategies, monitor the implementation of strategies for improvement and adjust strategies and targets as required. Demonstrated knowledge of relevant marketing concepts and methods; along with relevant legislation, codes and national standards relevant to the workplace; service and product pricing; and methods of monitoring client satisfaction are also required.

Specific evidence requirements

Critical aspects for assessment and evidence required to demonstrate competency in this unit

demonstrated ability to develop a marketing strategy and choose a marketing mix that complements the business

demonstrated ability to implement and monitor the marketing strategy/plan to optimise the chances of business success.

Context of assessment

For valid and reliable assessment of this unit, competency should be consistently demonstrated over a period of time and observed by the assessor and/or the technical expert working in partnership with the assessor. The technical expert may include the hairdresser and/or an experienced person at the workplace.

Competency should be demonstrated in the workplace or a simulated workplace environment in a range of situations that may include client interruptions and involvement in other related activities normally expected in the workplace. For further guidance on the use of an appropriate simulated environment, refer to the Assessment Guidelines in this Training Package.

Specific resources for assessment

Competency for this unit should be assessed through access to:

a fully equipped and staffed working hairdressing salon or simulated salon environment

hairdressing products, tools and equipment

multiple clients with a diverse range of hairdressing services' requirements

information on professional hairdressing and retail hair care product suppliers

relevant workplace documentation including:

awards

health regulations

occupational health and safety regulations

training agreements

workplace policies and procedures

a hard copy or electronic salon appointment and point-of-sale system.

Relationship to other units

This unit requires an assessment outcome that includes evidence of the ability to integrate a full range of operational management strategies and tasks to maintain and improve hairdressing services and sales delivery in a hairdressing salon.

:

none.

:

none.

Method of assessment

The following assessment methods are suggested.

Observation of the learner performing a range of tasks in an actual or simulated salon environment, over sufficient time to demonstrate his/her handling of a range of contingencies. Tasks may include:

observation of the person integrating and applying the skills and knowledge described in this unit in the workplace.

Third-party reports from a supervisor.

Workplace projects involving the collection and analysis of business performance data and marketing and promotional information.

Answers to specific questions about skills and knowledge.

Case studies related to specific hairdressing promotional scenarios.

Evidence required for demonstration of consistent performance

For valid and reliable assessment of this unit, evidence should be gathered through a range of methods to indicate consistent performance.

It can be gathered from assessment of the unit of competency alone, through an integrated assessment activity or through a combination of both.

Evidence should be gathered as part of the learning process.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.


Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that will affect performance.

The following variables may be present with training and assessment depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts. Bold italicised text from the performance criteria is detailed here.

Information technology software applications may include but are not limited to:

integrated hairdressing salon point of sale software applications

small business software applications

Customer demographic may include:

residential and/or business location in relation to the business

age group categories including:

1825

2535

3545

45+

gender

socioeconomic groups.

Target market may include:

being confined to:

a particular age demographic

a particular socioeconomic group

growth in low performing age-group categories

increasing the services side of the business

retail consumers

services consumers

groups and/or individuals.

Marketing strategies may include:

increasing the average client bill through staff incentives

incentives to attract new clients

off-peak promotion ideas

incentive schemes to encourage re-booking by clients

pricing, presentation and display of products and services

promotion and advertising

changing the service and professional product range and retail range and/or mix

pursuing cost leadership and/or product differentiation within a specialist market segment

creating a very different product line or service so that the business becomes a class leader in the industry.

Relevant people may include:

owner/operator partners

financial backers

accountant or other specialist services

family members

team members

regulatory bodies

suppliers.

Services may include:

the full range of hairdressing services

areas of hairdressing service specialisation

complementary services available from the same business such as:

fingernail services

make-up services

facial and body massage services.

Product ranges may include:

professional hairdressing products

retail hair care products

retail skin care products

sundry hair care equipment

other retail products stocked by the business.

Legislation, codes and national standards relevant to the workplace may include:

award and enterprise agreements and relevant industrial instruments

federal, state/territory and local government legislative requirements affecting business operation, especially in regard to occupational health and safety and environmental issues; and equal employment opportunity, industrial relations and anti-discrimination legislation

relevant industry codes of practice.

Persons involved in the marketing effort may include:

team members

partners

advertising professionals

promotions professionals

graphic designers

photographers

printers

product suppliers.

Promotional activities may include:

website

word of mouth, referrals and testimonials

professional and industry journals

advertising in newspapers, on radio or on television

mail drops

display posters

telephone canvassing

exhibitions and in-store promotions

sponsorship

the development of networks and strategic alliances

staff development programs to enhance customer service orientation

staff incentives

client incentives, including loyalty programs and discounting.

Performance gaps may include:

level of customer service provided by team or individual staff member is below required standard

average dollar value per client is below required level

individual staff member down-time

under achievement of turnover targets by some team members

profit margins being set too low

insufficient allocation of funds to marketing.

Customer reaction may be determined through:

survey or other feedback mechanisms

informal discussion

customer meetings and focus groups

sales to contact ratio

trend analysis.


Sectors

Not applicable.


Competency Field

Hairdressing


Employability Skills

This unit contains employability skills.


Licensing Information

Not applicable.