Market research Spa and Hair Salon in Budapest

1. Market research
Hair and Spa salon

2. 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

3. TARGET GROUP
Both local population and tourists.
Respectable, rich, hi- and medium-level
income.
Female (65%)
Male (35%)
Category AB
Age 20 to 55.
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, brandboutiques 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.

4. MAIN COMPETITORS #1
METROPOLITAN – 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 HUF
Body treatments: 15.000 HUF
Massage: 6.000 – 13.000 HUF
Hand and foot care: 2 – 12.000 HUF
Barber: 3.000 – 4.000 HUF
PERFECT LINE SZÉPSÉGSZALON
http://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

5. MAIN COMPETITORS #2
ROYAL SZÉPSÉGSZALON
http://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 HUF
Body treatments: 5.000 – 16.000 HUF
Massage: 9.000 – 12.000 HUF
Barber: 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 HUF
Body treatments: 4.000 – 12.000 HUF
Manicure/Pedicure: 4.000 – 7.000 HUF
Massage: 4.000 – 12.000 HUF
Barber: 3.000 – 17.000 HUF

6. MAIN COMPETITORS #3
MAGNOLIA DAY SPA
http://magnoliadayspa.hu/
Open:
Mo – Su: 09.00-21.00
Address:
1054 Budapest, Zoltán u. 3.
Prices:
Facial treatments: 8.000 – 20.000HUF
Body treatments: 15.000 – 20.000 HUF
Manicure/Pedicure: 12.000 – 24.000 HUF
Massage: 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 – 12.000HUF
Manicure/Pedicure: 3.000 – 5.000 HUF
Massage: 6.000 HUF
Barber: 4.000 – 8.000 HUF

7. LOCATION
II. or V. district
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.

8. SERVICES
Must have, unique and other 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

9. PRICE
Every service need to be offered at a competitive 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.

10. COMMUNICATION
Focus to the Internet
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
- Leaflet
- Events sponzoration
Luxury, well-being, indulgence, tranquility need to be communicated.

11. FURTHER RESEARCH #1
Further research is required to gather more information
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 - 6 week
Cost of the research: 590.000 – 790.000 HUF

12. 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 a must.
Main communication channel is the Internet.
Multilingual, useful web page is a must.
Luxury, well-being, indulgence, tranquility need to be communicated.
Further research is needed to ground the decision-making process.

13. CONTACT
Marketing Agency
Online marketing Agency
Pordán Tamás
Szinte Romulus Loránd
Director
Online marketing specialist
+36 30 941 0852
+36 70 357 2045
+36 70 708 2263
tompordan@wprodukcio.hu
www.wprodukcio.hu
online@profitonline.hu
www.profitonline.hu
Blog: www.szinte.wordpress.com