strategic message planner: the palm salon and spa
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strategic message plannerTRANSCRIPT
Strategic Message Planner: The Palm Salon and Spa
Client and Product
The Palm Salon and Spa is a luxury beauty salon and spa is owned by Latika Khan, owner of
several luxury salons and spas across Asia and her Emirati partner Shamsa Al Midfaa. The
spa is located in the heart of Dubai. The Palm Salon and Spa was created to offer women a
luxurious experience without forgetting the country’s heritage. All products used in The
Palm Salon and Spa are made out of natural products that are chemical-‐free. Products used
are made exclusively for the spa. Prices range according to the service. The Palm Salon and
Spa offers different kinds of services with different price range in order to make its services
affordable for its customers.
Target Audience
The target audience for this ad are mothers, specifically mothers with new born babies or
have children and want to take a break. This advertisement targets mothers who are
always caught up with their children whether they were new born and their busy with
feeding them, changing their diapers, etc or even for mothers that have children who go to
school and they are always busy with them and never seem to have time for themselves.
It’s basically for mothers who have children that are too young to be able to depend on
themselves and don’t have the time to get pampered.
In the UAE there are many young mothers due to early marriages. Women as young as 18
years old get married. Having a baby in a very young age might be stressful for those new
mothers who will need a break eventually and time for themselves to relax and regain their
power and beauty at the spa.
Multiple children is also something very known in the UAE. Having to take care of more
than one child could be hard and time consuming. Women tend forget to take care of their
health and even beauty in the process. Those women need to be reminded that they are
also human beings and need to take care of themselves to be able to take care of others.
Product Benefits
The Palm Salon and Spa offers different types of luxurious services with affordable prices.
All the products used in the spa are made out of natural ingredients that relaxes the mind
and body.
Current Brand Image
The Palm Salon and Spa is not new to the market, however it is new to the UAE’s market. It
is perceived as any other salon and spa in the region.
Desired Brand Image
The Palm Salon and Spa offers extraordinary services and provides its customers with
luxurious experience.
Direct Competitors and Brand Images
In Dubai there are two main direct competitors to The Palm Salon and Spa. Dubai Ladies
club and Cleopatra Spa, they are both located in Dubai, offer luxurious service, and their
target audiences is women.
Dubai Ladies Club: The target audience knows about this club which also has a salon and
spa, it is also well known for its great services.
Cleopatra Spa: Like Dubai Ladies Club, Cleopatra spa has been in Dubai for a while now, and
its well known by the target audiences.
Indirect Competitors and Brand Images
Indirect competitors include beauty salons that offer the same types of services offered at
the Palm Salon and Spa, but they don’t have a spa. Target audiences might find such beauty
salons to be more affordable, however they don’t provide the same level of expertise
offered at The Palm Salon and Spa.
Advertising Goal
To convince members of the target audience that The Palm Salon and Spa offers luxurious
services that are perfect to relax the mind and body.
Strategic Message
The Palm Salon and Spa provides you with a luxurious experience to relax and pamper
yourself.
Supporting Benefits
Feature Benefit
-‐natural products -‐it doesn’t have any side affects
-‐done by professionals -‐to offer the best out of the service
-‐appointments -‐convenience