New marketing strategy for a hairdressing business
A once-successful hairdresser is now £40,000 in the red and has not paid its rent for six months. The bank is pressing for redundancies. The owner's prices are too high – and he has lost sight of modern fashion. Trouble-shooter Mary Portas comes up with a new trading strategy: 'fashion hair' – the Top Shop of the hairdressing world - up-to-date fashion at an affordable price. The new market positioning requires a new marketing mix. The young staff love the new concept.