Cranium Filament Reductions hip styling that Cranium can offer. Cranium Filament Reductions will also target mothers with children by offering kids toys to play with while they wait and child-friendly hair stylists. Additionally, children receive a special rate reflecting the fact that children 's hair grows so fast that it can be expensive to keep up with regular cuts as well as the recognition that it generally takes a lot less time to cut a childs hair so it should be inherently less expensive 3.5 Positioning Cranium Filament Reductions will position itself as a convenient, full service, family hair salon Cranium will offer one-stop service offerings. Cranium will leverage its competitive edge to achieve its desired positioning Cranium Filament Reductions' competitive edge is based on superior customer service Cranium Filament Reductions recognizes that the hair cutting/styling market is crowded so it is difficult to stand out. Cranium Filament Reductions will be able to by providing superior customer attention this is particularly important in the quick salon"space that Cranium operates in because margins are lower and the goal of a quick salon is to crank through a large number of people each day. Cranium will invest time and money into training to ensure that clients receive the best experience possible making it is easier to turn them into a long-term customer. By providing superior customer service Cranium will be able to effectively compete against and outlast larger chains and independent stores 3.6 Strategy Pyramids The single objective is to position Cranium as the premier full service family salon in the shaker Heights area. the marketing strategy will seek to first create customer awareness regarding the services offered then develop the customer base, and finally work toward building customer loyalty and referrals The message that Cranium will seek to communicate is that the entire family can be served quickly, professionally, with superior customer service at reasonable rates. The message will be communicated through various methods. The first is in-store and storefront displays. This will be a convenient method to attract people that walk past Cranium s store front The other method of communication is advertisements in two local newspapers. These newspapers are widely read and will reach a large base of people Page 9hip styling that Cranium can offer. Cranium Filament Reductions will also target mothers with children by offering kids toys to play with while they wait and child-friendly hair stylists. Additionally, children receive a special rate reflecting the fact that children's hair grows so fast that it can be expensive to keep up with regular cuts as well as the recognition that it generally takes a lot less time to cut a child's hair so it should be inherently less expensive. 3.5 Positioning Cranium Filament Reductions will position itself as a convenient, full service, family hair salon. Cranium will offer one-stop service offerings. Cranium will leverage its competitive edge to achieve its desired positioning: • Cranium Filament Reductions' competitive edge is based on superior customer service. Cranium Filament Reductions recognizes that the hair cutting/styling market is crowded so it is difficult to stand out. Cranium Filament Reductions will be able to by providing superior customer attention. This is particularly important in the "quick salon" space that Cranium operates in because margins are lower and the goal of a quick salon is to crank through a large number of people each day. • Cranium will invest time and money into training to ensure that clients receive the best experience possible making it is easier to turn them into a long-term customer. By providing superior customer service, Cranium will be able to effectively compete against and outlast larger chains and independent stores. 3.6 Strategy Pyramids The single objective is to position Cranium as the premier, full service, family salon in the Shaker Heights area. The marketing strategy will seek to first create customer awareness regarding the services offered, then develop the customer base, and finally work toward building customer loyalty and referrals. The message that Cranium will seek to communicate is that the entire family can be served quickly, professionally, with superior customer service at reasonable rates. The message will be communicated through various methods. The first is in-store and storefront displays. This will be a convenient method to attract people that walk past Cranium's store front. The other method of communication is advertisements in two local newspapers. These newspapers are widely read and will reach a large base of people. Cranium Filament Reductions Page 9